GrowthRise Mastermind Recap Feb 3, 2026

1) Topics Covered

Topic: Facebook/Meta Ad Campaign Performance

• Challenges: Low show-up rates for booked demos, cold traffic going directly to demo bookings, limited content and educational materials
• Advice: Implement retargeting campaigns for engaged audiences, create educational content before pushing for demos, add recorded demo videos as a lower-commitment step, maintain separate campaigns for US and Canada markets

Topic: Demand Generation vs. Demand Capture

• Challenges: Confusion about when to use different marketing strategies, lack of brand awareness in the market, generic company name causing search visibility issues
• Advice: Focus on demand generation (awareness-building content, testimonials, founder-led videos) before demand capture (demo bookings), use educational content to warm up cold audiences, build awareness through multiple content types

Topic: B2B Advertising Platform Selection

• Challenges: Misconception that LinkedIn is superior for B2B marketing, high advertising costs on LinkedIn
• Advice: Meta/Facebook typically outperforms LinkedIn for B2B across industries at ~10x lower cost, use copy and keywords to help Meta's AI find target audiences, consider uploading custom audience lists to Meta for precise targeting

Topic: Building Target Audience Lists

• Challenges: Difficulty identifying and reaching the right decision-makers (users vs. buyers), determining total addressable market size
• Advice: Use tools like Apollo or ListKit to build comprehensive lists of target buyers, target both user personas and buyer personas with different messaging, consider hiring data brokers on platforms like Fiverr for cost-effective list building

2) Tools Recommended

• Apollo - Building target audience lists and data enrichment
• LemList - Email outreach sequences
• Attio - CRM for managing leads
• ListKit - Building audience lists
• Fiverr - Finding data brokers for list building
• Meta/Facebook Ads - Primary advertising platform
• LinkedIn Ads - Message ads for direct outreach
• Interactive demo platforms - Creating self-serve product demonstrations

3) Best Advice

The most valuable advice was about the distinction between demand generation and demand capture. Many B2B companies make the mistake of pushing cold audiences directly to sales calls without first educating them. The recommendation to create a content mix—including educational videos, testimonials, founder-led content, and recorded demos—helps prospects move through awareness stages naturally. This approach, combined with retargeting engaged audiences and lowering the initial commitment (like offering a recorded demo before a live call), addresses the root cause of low show-up rates and poor conversion. Additionally, the counterintuitive insight that Meta significantly outperforms LinkedIn for B2B marketing at a fraction of the cost can dramatically improve marketing efficiency and ROI.