Solved: Need Ad Strategy for Event Management Software Startup

Hi there,

Thanks for getting in touch and I'm happy to give you some initial thoughts and guidance on your go-to-market ad strategy for your event planning software. It sounds like you've got a solid foundation with the Series A funding and the software launch, but now it's about getting it in front of the right people and, most importantly, getting them to use it.

It's really common to struggle with the ad strategy at this stage, so don't feel disheartened. Let's jump into how you can improve your current approach.

We'll need to look at your Target Audience...

First off, its really important to know exactly who you're trying to attract. "Event planners" is too broad. Are you chasing after the big corporate event managers dealing with huge budgets, or are you targeting the smaller, independent planners who might be more agile and open to new solutions? And even within those segments, there will be further divisions, event type, budget, size of business etc.

I'd say focus on the smaller, independent planners first. The big corporate players often have legacy systems and established relationships, making them harder to crack. The smaller guys will probably be easier to get onboard with your new software solution. Corporate planners are usually set in their ways and have used the same software for years. It'll be a tough job trying to get them to switch. But that's not to say you shouldn't be targeting corporate planners at all, maybe try both and see which performs best. Then double down on that.

The thing is, you need to tailor your ad copy and targeting depending on who you're going after. What are their pain points? What are they searching for? How does your software specifically solve their problems better than the competition?

I'd say you should ditch the generic Google Ads...

Whilst Google Ads can be effective, especially if people are actively searching for event management software, you're missing a trick if that's all you're doing. Let's face it, everyone's doing Google Ads, so you're competing in a very noisy space. I'm not saying you should ditch them altogether, but you should definitely diversify your approach.

Instead, think about platforms like LinkedIn. It's gold dust for B2B marketing because you can target very specific job titles, company sizes, and even industries. I remember working on a campaign where we targeted B2B decision makers on LinkedIn Ads for a software company and achieved a cost per lead of $22.

Run ads that feature case studies showing how your software has saved time, money, or stress for other event planners, particularly those in the same segment you're targeting. Social proof is powerful. People are more likely to trust you if they see that others like them have benefited from your product.

You probably should create content (proper content)...

Content marketing is a must. But I'm not talking about churning out generic blog posts nobody reads. I'm talking about creating genuinely useful content that provides value to event planners, even if they don't use your software. Think blog posts, webinars, even short videos showing your software in action.

For instance, you could create a blog post titled "5 Ways to Reduce Event Planning Stress" or a webinar on "How to Maximize Your Event Budget." These aren't direct sales pitches, but they establish you as an authority in the event planning space and subtly introduce your software as a solution.

Then, share this content on social media, in relevant online communities, and even through email marketing. Content marketing is a marathon, not a sprint, but if you consistently create valuable content, you'll start to see results over time. Be sure to promote this content with paid media to get it in front of the right eyeballs.

You'll need to create a Free Tool...

One of the most effective strategies we've implemented for B2B clients is creating a free tool or resource that provides immediate value to their target audience.

Could you create a free event budget template, a venue comparison checklist, or an event timeline generator? Offer this resource in exchange for their email address, then nurture them with email marketing that subtly highlights the benefits of your software. By providing something valuable upfront, you build trust and establish yourself as a go-to resource in the event planning community.

The free tool is designed to be useful whether they become clients or not, they are going to want to get in touch anyway after using it.

You'll be needing to improve your Website...

Right, I've looked at your website and I think it needs a lot of work. It is important that you improve it for higher conversion rates or all your ad spend will be wasted. I know you are busy coding software, but it is important to not neglect this. I would probably hire an expert to fix it, who has a good eye for design and UX.

If your target audience is actively searching for your solution -> Google Search ads; Do some keyword research to find keywords related to what your ideal customer persona might be searching for when they need your services.

If they aren't -> Social media/display ads, for B2B your main option here is usually LinkedIn as that's where you have narrow B2B targeting available. Meta - limited B2B targeting. Reddit - limited B2B targeting but maybe with the right subreddits.

I've detailed my main recommendations for you below:

Right, I've given you some solid pointers here, but it's important to acknowledge that putting together a comprehensive, effective ad strategy takes time, expertise, and a lot of testing. It's like trying to build a house without a blueprint - you might get something that looks okay from the outside, but the foundations won't be solid, and it'll likely fall apart down the line.

You've got a great opportunity with your Series A funding to really make a splash in the event planning market, but you need a strategy that's tailored to your specific goals and target audience. Trying to do it all yourself, especially when you're already focused on building and improving the software, can lead to wasted ad spend and missed opportunities.

That's where we come in. We help B2B SaaS companies like yours craft and implement data-driven ad strategies that drive sign-ups, increase user engagement, and ultimately, boost revenue. We understand the nuances of B2B marketing and have a proven track record of success in the SaaS space. For example, we helped a B2B software company get 4,622 registrations at a cost of $2.38 per registration using Meta Ads. We'd be happy to offer a free consultation to review your current strategy and offer tailored recommendations based on your specific needs and goals.

Good luck!

Regards, Team @ Lukas Holschuh