Marketing is understanding behaviour.
Here are 4 things we learned running META ads for Underdog B2B Con.
Get a ticket here
1 - It's all mobile now
My theory was that if a product was below RM100, people can make impulse purchases right on their phone. That’s why marketers build funnels and use low-ticket offers
Since tickets to Underdog B2B Con are priced above RM200, I assumed people would wait to buy them on desktop.
I was wrong.
Almost every registration came through mobile.
That means people saw the ad on their phones, browsed the landing page on their phones, and completed the entire checkout—on their phones.
Lesson: If your website or checkout flow isn’t smooth on mobile, you’re losing customers.
2 - 10+ touchpoints before a purchase
How many times do people need to see your product before they buy?
More than 10
Even for a relatively affordable marketing conference ticket. Justin only bought after seeing the ad over 10 times.
And yet some people run ads for two days and wonder why nobody buys their RM5,000 product.
It doesn't have to be ads, by the way.
Maybe someone sees your brand on TV, hears it on the radio, gets an email, then their friend mentions it over dinner. That night, they see your TikTok ad and finally click “buy”
Lesson: Think long-term. Think omnichannel.
3 - iPhone users = better customers?
Don't quote me on this, but the next time you're pitching, ask what phone your prospect uses.
- iPhone? Great!
- If it's Android... maybe not so great. 😅
I've checked the ad campaigns from previous conferences as well. 70-80% came from iPhones.
Coincidence? Maybe. But darn interesting for sure.
4 - Sell when people are bored
When do people actually click on ads?
Top times were:
• 6 - 7PM (stuck in traffic, waiting for dinner?)
• 9PM - 12AM (at home, doomscrolling?)
Clickthrough rates were highest during those hours.
Lesson: Your audience is bored and browsing. Time your campaigns accordingly.
Did any of these surprise you? How would you market differently with this data?
Love insights like this?
Then you should join us at Underdog B2B Con.
It's the only marketing conference where speakers bring the real stuff. We're talking things they don't usually share publicly – their marketing strategies, numbers, insights, all revealed.
Say hi to me at the event, and maybe I'll spill even more behind-the-scenes findings from marketing this conference.
Marketer who doesn't drink coffee?
Know a marketer who doesn't drink coffee?
There's only one thing to do. Unfriend that person immediately.
Jokes aside, Kee Nguyen, one of the sponsors of Underdog Con will be serving their bold Vietnamese coffee during the event. Come get a taste of their coffee during the conference.
