Hey, Ryan here with this week's Marketing Breadcrumbs.

Here's what I've got this week:

• 15 Facebook Ad examples from B2B SAAS companies

• How to brainstorm irresistible PDF report ideas

• Cheeky copywriting examples from Porsche

15 Facebook Ad Examples From B2B SAAS Companies

Facebook ads remain an important marketing channel for many of the world’s largest internet businesses. This week I studied a bunch of B2B SAAS companies and compiled a PDF with 15 of my favorite examples.

I discovered a few trends that will help any B2B company develop a more effective digital marketing campaign. Plus, a couple companies that are experimenting with some fascinating, next-level ideas.

How to Brainstorm Irresistible PDF Report Ideas

If you read through the PDF linked above then you’ll know that a PDF report is a widely used lead magnet for capturing an audience’s attention.

People can’t help themselves from clicking on a helpful piece of content.

Here is how I would go about brainstorming some of my favorite PDF report ideas:

Idea #1: You're making a mistake! (Stripe)

Stripe advertises a PDF lead magnet titled “The most common checkout errors and how to prevent them.”

Let’s reverse engineer it and find the formula:

1. Identify a topic that directly affects something important to your audience (collecting payment): Checkout errors lower conversion rates.

2. Create a sense of FOMO by claiming there are common problems with that topic: The most common checkout errors.

3. The topic has to relate to one of your key value propositions: Stripe offers a better checkout experience.

Let’s try applying this to a bank that offers low fees:

1. Hidden account fees.

2. Many business owners probably have never spent the time investigating hidden fees and are simply unaware.

3. Low fees.

Possible PDF report idea: 5 unnecessary bank fees that 86% of small business owners pay.

Idea #2: Applications of a complex topic (Databricks)

Databricks advertises a PDF lead magnet titled “The big book of machine learning use cases.”

Let’s reverse engineer it and find the formula:

1. Identify a complex topic that your audience is aware of but probably doesn’t utilize: Machine learning is well-known but few know how to use it effectively.

2. Create a list of specific applications of that topic. Bonus points if it seems the topic is not commonly associated with your audience’s business/interests.

Let’s try applying this to a local marketing consultant:

1. NFTs are being talked about everywhere.

2. Most local businesses probably don’t believe NFTs are relevant to their business in any way. They might be surprised and curious to learn practical applications for their business.

Possible PDF report idea: 5 practical ways your local business can create buzz with NFTs.

Idea #3: Role FOMO (Spendesk)

Spendesk advertises a PDF lead magnet titled “7 chief obsessions of successful CFOs.”

Let’s reverse engineer it and find the formula:

1. Identify a specific target audience, especially one that is motivated by success or possibly ego: CFOs are in a competitive market amongst other CFOs and are under pressure to succeed.

2. Determine something that drives their motivation: It’s possible that many believe they need to work hard to remain at the top of their field.

3. Curate a list of things that only the top people in this field do to succeed: They “obsess” over these things.

Let’s try applying this to a business coach who consults agency owners:

1. Marketing agency owners.

2. They want their team to perform as effectively as they can.

3. Many people think they need to “do more” to achieve a result. So maybe an interesting angle here is to talk about the things this audience should do less of.

Possible PDF report idea: 5 responsibilities every agency owner must let go of to empower their team.

Cheeky Copywriting Examples From Porsche

And finally, some cheeky Porsche ads that are great. Don’t forget to have fun with it.