How the Ad Suite Formula Transforms B2B Marketing

How the ad suite formula revolutionizes B2B marketing strategies isn’t immediately linked to rock ‘n’ roll, but Video Brothers CEO and former tour musician Chandler Quintin brings a refreshing perspective. His skills honed on tour with bands like Panic! At the Disco translate into dynamic strategies for B2B marketing.

Surprisingly, the charisma acquired from his music career empowers Quintin to shake up the B2B sector. “There’s a static, repetitive feel to B2B marketing,” he says. “It needs an injection of rock ‘n’ roll energy to break through the noise.”

Fortunately, even the boldest strategies follow a tested method. At Video Brothers, the innovative B2B marketing approach, known as the ad suite formula, creates memorable brand experiences. According to Quintin, Loxo, a Video Brothers client, enjoyed a 46% increase in quarterly revenue and a 25% bump in pipeline growth after adopting the formula.

Let’s explore this transformative ad suite formula:

Step 1: Engaging Audiences with the Teaser Ad

Quintin introduces the “attention matrix” concept in lieu of traditional clicks and conversions. “Audiences initially don’t know or care about your brand. The aim is to shift this by using captivating 15-second teasers that create intrigue,” he asserts. The teaser ad doesn’t just seek engagement; it addresses a key pain point in an engaging way. For Loxo, this meant comically depicting a recruiter pursuing an elusive Bigfoot. The humor grabs attention and starts the brand narrative.

Step 2: Building the Story with the Hero Ad

Hero ads serve as the campaign’s main narrative, offering a comprehensive 30-second story linking a problem to the brand’s solution. “These ads shine by delivering solutions within a fun context,” Quintin notes. In Loxo’s hero ad, recruiters use Loxo’s tools to track down Bigfoot, solidifying the brand as a recruitment solution in an entertaining manner. The hero ad extends the brand narrative and deepens audience engagement.

Step 3: Maintaining Awareness with Follow Ups and Reminders

The storytelling doesn’t end with hero ads. Follow-ups showcase positive outcomes, keeping the brand fresh in the audience’s mind. As seen with Loxo, recruiters successfully connect with Bigfoot, illustrating the brand’s efficacy. Reminder ads, brief yet impactful at 6 seconds, prompt audiences towards a call to action, whether it involves exploring the brand website or setting an appointment.

Bonus Track: Crafting an Impactful Landing Page

A landing page worthy of the campaign closes the loop on the ad suite formula. “A creative ad demands an equally engaging landing page,” advises Quintin. Unlike ordinary form-page doom that diminishes visitor interest, a themed page like Loxo’s maintains narrative continuity. For instance, Act’s landing page follows a crime investigation theme, seamlessly guiding visitors from video narratives to problem-solving solutions.

The ad suite formula not only entertains viewers but also establishes lasting brand recognition, ensuring the brand stays top-of-mind during audience decision-making processes.

“If your brand fails to make a memorable impact, it won’t be the audience’s go-to choice when solutions are needed,” says Quintin.

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