Sour & SaaS EP 002: Meta Ads for B2B with Angie Glass-Liu, Paid Media Manager at Directive

Most B2B marketers dump their entire budget into LinkedIn and treat Meta as a "nice to have" channel. Angie Glass-Liu has the data to prove that's leaving money on the table.

In this episode of Sour & SaaS, Angie Glass-Liu (Paid Media Manager at Directive Consulting) breaks down the real playbook for running profitable Meta campaigns in B2B—how to structure targeting when you can't just upload job titles, what creative actually works, why Advantage+ audiences will kill your campaign, and when Meta beats LinkedIn on cost per SQO. Real numbers, real frameworks, zero fluff.

If you're still treating Meta as a B2C-only platform, this episode will change how you allocate budget.

What You'll Learn:
✅ Why B2B companies are sleeping on Meta (and the actual cost per SQO gap vs LinkedIn)
✅ How to use Primer to bridge the gap between personal emails and business targeting on Meta
✅ Why creative rotation on Meta needs to be 3x faster than LinkedIn (and what happens if you don't)
✅ The creative format crushing it on Meta right now for B2B (hint: it's video)
✅ Why you should NEVER turn on Advantage+ audiences (and how Meta sneaks this setting in)
✅ How to run LTV analysis to compare Meta vs LinkedIn beyond surface-level CPL metrics
✅ Why Instagram outperforms Facebook for B2B (and when that changes)
✅ The one thing you must get right before testing creative (spoiler: it's targeting)
✅ How to pitch Meta to skeptical leadership when they think it's only for B2C

About Angie Glass-Liu:

Angie Glass-Liu is the Paid Media Manager at Directive Consulting. She specializes in audience segmentation, financial modeling, and proving that any Paid platform can drive qualified pipeline when executed correctly. Angie's approach is operator-first: test aggressively, kill what doesn't work, and scale what does.

???? Connect with Angie:
LinkedIn: https://www.linkedin.com/in/angelinaeglass/

About Directive Consulting:
Directive is a B2B marketing agency built for SaaS companies that care about pipeline and revenue, not vanity metrics. Our Customer Generation methodology focuses on SQLs and customers, not MQLs, using first-party data, financial modeling, and full-funnel alignment between sales, marketing, and customer success.

Timestamps:
0:00 – Intro: Why B2B marketers are wrong about Meta
2:04 – The actual performance gap: Meta vs LinkedIn (real CPO numbers)
3:06 – How Primer solves Meta's B2B targeting problem
4:31 – Creative rotation: Why Meta burns out faster than LinkedIn
4:53 – What creative format wins on Meta right now (video vs static vs carousel)
7:19 – The LTV analysis framework: Going deeper than CPL
9:11 – How to handle the "Meta is lower intent" objection
10:07 – Why you should NEVER use Advantage+ audiences
13:06 – The biggest mistake B2B marketers make on Meta (and how to avoid it)
13:53 – How to explain a failed test to leadership without getting fired
16:04 – Lightning Round: Best creative format, tools that need to die, Instagram vs Facebook
18:12 – Lead Gen forms vs landing pages: What's actually working right now
21:01 – Final takeaway: How to pitch Meta to your CMO (bring the data)

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