So you’re a B2B marketer, and maybe you’re wondering whether Facebook advertising can work for you. Maybe you haven’t checked in on the platform much lately and wonder and why stock prices have shot up over the last six months. Maybe you’ve heard that Facebook advertising absolutely doesn’t work for B2B. Well, let me tell when that statement might be true:

1) If you are listening to folks who have failed at generating leads — exposing their lack of knowledge.

2013-11-26 21_39_28-Fwd_ Why Facebook is a Bad Choice for B2B Brands - -

2) If you’re listening to the folks who have used Facebook to target the entire world, instead of using custom audiences, job titles, competitors, and micro-targeted audiences.

3) If you don’t have great content.

If you’re in B2B and don’t have marketing automation, your funnel is broken.


4) If you’re not a performance marketer.
Super Bowl and tradeshow advertising is more fun, anyway– especially if it’s not your money and you’re not accountable. We’re not saying other marketing channels are not effective– just not as measurable.

5) If your company is unwilling to become nimble and data-driven.
This is not about “big data” or the collection of data for boasting purposes. It’s about optimizing rapidly to goals. Remember 13 years ago when some “experts” were saying that PPC was no good for revenue generation? They didn’t know how to target or write effective ads, so they blamed the search engines.

The net-net of this ignorance is a good thing: less competition for the rest of who are generating leads and revenue on Facebook!

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Dennis Yu
Dennis Yu is the Chief Technology Officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CBS Evening News and is co-author of Facebook Nation – a textbook taught in over 700 colleges and universities. He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70 mile ultramarathon. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at, his blog, or on Facebook.