SaaS Backwards Episode 150 - De-Risking Paid Social Campaigns: A New Approach with Ken Lempit

Guest: Ken Lempit, President & Chief Business Builder at Austin Lawrence Group

In this episode, Austin Lawrence Group’s Ken Lempit shares a bold approach to overcoming the inefficiency of traditional advertising campaigns.

He emphasizes a new strategy: combining foundational customer interviews with rapid, real-time testing via high-frequency organic social media posts.

This iterative approach helps identify messaging that resonates most with target audiences before significant ad spend, enabling SaaS companies to avoid costly missteps.

Lempit calls out outdated "ivory tower" methods, where messaging was developed in isolation and assumed durable for years.

Today, he argues, messaging must evolve constantly based on audience engagement.

Key Takeaways:

• Real-Time Validation Beats Guesswork: Test messaging in organic social media environments before committing ad budgets. Insights from live engagement can refine campaigns and improve ROI.
• Messaging Is No Longer Durable: Static messaging fails in today’s dynamic market. Iterative testing ensures campaigns stay relevant and effective.
• Drive Action with the Cost of Inaction: Instead of focusing on ROI, highlight the risks of staying in the status quo to compel prospects to act.

This practical framework bridges the gap between creative intuition and data-driven decisions, setting a new standard for SaaS advertising.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting