B2B Ads That Actually Work: Three Techniques to Stand Out

Sep 1, 2026 · Exit Five
🎧 PodShort 27 min squeezed to 2 AI SprinklerAS Sales Tech New
Episode artwork
Shlomo Gentshin
Founder at Unbore.com
Exit Five
27 min squeezed to 2
Full episode from Exit Five
Quotable Moments

If you don't have ideas, it just means that you haven't done enough research.

Shlomo GentshinFounder at Unbore.com
04:10

When you're stealing ideas, never steal from your neighbors. That's the first thing. And the second thing is just stealing very specific elements, not stealing the whole piece.

Shlomo GentshinFounder at Unbore.com
08:40

Advertising should follow culture and not the other way around. Because I think that a lot of marketers say that advertising should create and lead culture, but usually that's not the situation.

Shlomo GentshinFounder at Unbore.com
24:30
Key Insights
  • Effective B2B ads should be scroll-stopping, relatable, and clear to convey their message effectively.
  • The 'World Without' technique involves exaggerating the worst possible outcome if a product didn't exist, creating a relatable and often humorous ad.
  • Visual analogies help make abstract or confusing software concepts more understandable and engaging by comparing them to familiar visual elements.
  • Personification, by comparing a product or its adversary to a human, makes ads more relatable and allows for interesting storytelling.
  • AI is currently limited in creating truly nuanced and personal analogies because it lacks the wide world and personal experiences that humans possess.
  • To get buy-in for creative ad ideas from leadership, start small with low-cost tests, own the entire production process, and present a low-friction ask.
  • For companies with limited budgets, static ads and memes are highly effective and affordable options for creating engaging B2B ad content.
  • Advertising should follow culture, not attempt to create it, by adapting to existing trends and creative expressions from artists and influencers.
Metrics Mentioned
  • 32% better hook performance (An ad using the 'World Without' technique performed 32% better in terms of hook engagement compared to other ads.)
  • 53% cheaper cost per mille (CPM) (A video ad using visual analogy achieved a 53% cheaper CPM, indicating efficient reach.)
  • 144% lift in hold rate (The visual analogy ad saw a 144% lift in hold rate, meaning viewers watched almost until the end.)
  • 80% cheaper leads (An ad using personification resulted in 80% cheaper leads.)
  • 50% cheaper views (The personification ad also achieved 50% cheaper views.)

RevBots.ai View:

  • AI Sprinkler stage teams can use AI for research but avoid fully AI-generated ads lacking authenticity.
  • Tab Hopper marketers can start small with static ads and memes for budget-friendly wins.
  • SaaS Hoarder teams should focus on integrating creative ad techniques into existing tools for better ROI.
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