Facebook Is the Cheapest Place to Get B2B Registrations—and Nobody Believes It

Jay Schwedelson and Daniel Murray are tired of hearing marketers dismiss Facebook as a platform for boomers wishing each other happy birthday. The data tells a different story. For every client webinar and virtual event they run—including niche B2B categories—Facebook delivers the lowest cost per registration across any platform. Reddit, LinkedIn, Instagram, connected TV, you name it. Facebook wins on cost. And then the strangest thing happens: the highest show-up rate for registrants also comes from Facebook. People who click "register" on Facebook actually attend.

"You would think, 'Oh, it's a bunch of people, you know, boomers that don't, you know, they're just wishing each other happy birthday.' That could not be further from the truth," Schwedelson says.

Why Facebook Groups Are the Only Community Play That Works

Both hosts agree that Facebook groups are the most underused asset. Murray points to Dad Gang, a company that sells hats for dads. They run a Facebook group where thousands of dads do product testing and get exclusive launches. The group functions as a VIP audience that buys faster than anyone else. Dad Gang runs low-spend ads not to their website but to get new people into the group, because they know that's where the raving fans live.