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Tag: B2B

7 Proven Ways to Make Your LinkedIn Page Actually Convert in 2025

Posted on by Will Yuste

Your LinkedIn Page is dying for attention. Most businesses treat them like dusty “About Us” sections instead of conversion machines.

I’m about to fix that.

After reviewing hundreds of high-performing LinkedIn Pages, I’ve identified 7 methods that actually work. No fluff, just results.

Make it visual

LinkedIn posts with images get 2x more comments than text-only posts.

Video? That’s 5x more engagement.

Live video? A staggering 24x more engagement.

The algorithm practically begs you to use visuals. But here’s where most fail:

  • They upload landscape videos when 91% of LinkedIn users are on mobile
  • They forget subtitles (only 33% of mobile viewers have sound on)
  • They bury the hook beyond the critical 10-second mark

Fix these three issues and you’re already outperforming 80% of LinkedIn Pages.

Your entire strategy hinges on the first 150 characters

You have three seconds to grab attention.

Skip the corporate babble. Ask questions. Create tension. Show immediate value.

“57% of businesses are using AI wrong. Here’s what the top 3% do differently…”

That’s how you start a post that gets engagement. Not “We’re excited to announce our latest blog post about artificial intelligence solutions for enterprises.”

The 4-1-1 rule is the golden ratio

For every self-promotional post, share one piece of industry content and four posts from others with your perspective added.

This isn’t just being nice. It’s strategic.

When you solely talk about yourself, your engagement plummets. The algorithm punishes narcissists.

Sometimes, the best link is no link at all

Here’s a counterintuitive trick: Posts without links often outperform those with links.

LinkedIn wants to keep users on their platform. The algorithm rewards linkless posts with higher reach.

Try this: Create thought-provoking questions or bold statements without links. Watch your engagement skyrocket.

Hashtags aren’t just decorations

Most businesses slap on random hashtags like #business or #marketing.

Useless.

Research niche hashtags where your exact audience hangs out. Use 3-5 targeted hashtags per post.

And create branded hashtags for campaigns. It gives followers a breadcrumb trail to all related content.

Employee activity

When employees engage with company content, it reaches 60% more people.

They’re 14x more likely to share company content than other sources.

The math is simple: 100 employees with 500 connections each = potential reach of 50,000 people.

Create an engagement program. Recognize employees who share. Build internal champions.

Boost what’s already winning

The smartest LinkedIn marketers identify which organic posts are already performing well, then amplify them with paid promotion.

Don’t boost duds hoping money will save them. Double down on proven winners.

Start with $50-100 behind posts that already have engagement. You’ll typically see 5-10x the results compared to boosting average content.

What nobody tells you about LinkedIn success

LinkedIn success isn’t about perfect grammar or professional headshots.

It’s about starting conversations.

Respond to every comment. Ask follow-up questions. Tag relevant people.

The algorithm tracks comment velocity as a key ranking factor. A post with 20 comments in the first hour will reach exponentially more people than one with 20 comments spread across a week.

Consistency beats perfection. Seven average posts weekly outperform one “perfect” monthly post.

Stop overthinking. Start posting. Refine based on data.

Your B2B Shortlist Strategy Is Broken. Here’s Why

Posted on by Will Yuste

Traditional B2B marketing is dead.

Let me explain.

90% of B2B buyers choose vendors from their day-one shortlist. That’s a Bain & Co. stat that should terrify you.

But here’s the problem – your buyers don’t look like they did three years ago.

Decision committees are younger, more diverse, and increasingly cross-functional. Yet most marketers keep using the same tired tactics to get on that critical day-one list.

Your ICP Is Wrong 

Your ideal customer profile (ICP) is probably too narrow.

Most marketers target the most senior person within one business function. Big mistake.

The reality? Vital decision influencers often don’t appear in your CRM data:

IT leaders who secretly vetoed your last deal

Finance stakeholders who joined one call but killed your proposal

Product teams who influence purchasing but never speak directly to sales

Over 60% of B2B executives believe sales/marketing alignment is critical for growth. Start there.

Finding Hidden Decision Makers

The fastest-growing B2B brands do something different.

They talk to their sales and onboarding teams obsessively. They map complete buyer groups, not just traditional personas.

Try this: Build a matrix of influential job functions beyond your standard targets. Test campaigns with titles from those groups.

Use geo holdouts and market splits to test different functional areas simultaneously. IT titles in one market, product in another.

Bombora or LinkedIn Buyer Groups can supercharge your targeting accuracy. But targeting is just the beginning.

One Message Doesn’t Work Anymore

Your winning ad assets probably suck for these expanded audiences.

Think about it: your “request a demo” CTA means nothing to an IT security specialist who doesn’t care about your features.

Each functional role needs specific value props that resonate with their daily challenges:

IT cares about security and integration

Finance wants ROI metrics

Product needs implementation timelines

How to Scale Without Going Crazy

Creating personalized content for everyone is overwhelming. Do the math:

5 job roles × 4 industries × 3 company sizes × 6 ad formats = 360 unique pieces

Many marketers just swap headlines and call it “personalized.” That’s lazy. It doesn’t work.

Here’s what actually works:

  • Isolate value props for each segment
  • Bake them into the underlying ad concept
  • Create dedicated landing pages
  • Promote targeted content for each group

A SaaS client in customer engagement expanded beyond their core marketers to include data/analytics, tech integration, and sales roles. By isolating relevant features for each segment, we generated record-breaking opportunities.

The Bottom Line

B2B buying patterns have evolved. Your marketing must follow.

Expand your ICP. Discover hidden influencers. Create function-specific messaging.

The brands getting this right are crushing their competition.

The ones who don’t? They’re not even making the day-one shortlist.

Your move.

The Power of Holistic Measurement in LinkedIn Advertising

Posted on by Will Yuste

In the evolving B2B marketing ecosystem, LinkedIn has emerged as a cornerstone platform for reaching decision-makers. A recent benchmark report reveals fascinating insights about what top-performing startups do differently on this platform.

Beyond the Lead: A New Way to Measure Success

The most successful B2B startups on LinkedIn changed how they measure marketing success. They don’t count leads, most of them now look at what happens after, many meetings are booked, deals in progress and the sales that are made. 

This is a really big shift in how marketing teams see their jobs. Instead of just finding potential buyers/customers and passing them to the sales team, marketing helps throughout the entire buying process.

There is one tech startup that went even further with this idea, and combined their sales and marketing teams into one “growth team”. It was reported by their CEO that this simple change ended years of finger-pointing between departments, because when both teams started working together, their conversion rates improved by 30% in just one quarter. 

Executive Thought Leadership: The Surprise ROI Driver

Perhaps the most surprising finding from the research is the significant impact of executive thought leadership content. Companies that feature their leaders’ perspectives in their marketing see dramatically better results, with 1.6x higher engagement compared to standard brand ads and 45% higher conversion rates when retargeting audiences who’ve seen thought leadership content.

What’s especially noteworthy is that this doesn’t require elaborate production. Simple, authentic content often outperforms expensive, highly-produced videos. A 30-second smartphone clip from an executive can generate better engagement than a $20,000 studio production. This challenges the common perception that executive content needs to be polished and time-consuming to create.

Reimagining the Marketing Funnel

The traditional marketing funnel concept is being challenged by a more realistic “in-market vs. out-of-market” approach. Based on LinkedIn’s 95-5 rule (only 5% of potential buyers are actively in-market at any time), smart marketers are focusing on engaging the 95% through education and relationship-building.

Research shows that 74% of B2B buyers choose vendors who were first to provide helpful content, long before they were ready to make a purchase decision. This explains why targeting only “in-market” prospects significantly limits potential success. The companies that engage early in the buyer’s journey are far more likely to be on the shortlist when purchase decisions are finally made.

The ABM Acceleration

More startups are embracing account-based marketing (ABM), with early-stage companies increasing their use by 30% over the past two years. One fascinating case study from the research involves a SaaS startup that tripled its conversion rates after switching to what they called their “total account coverage” strategy.

Instead of targeting just one decision-maker at each company, their marketing team created personalized content for everyone involved in buying decisions, from technical evaluators to finance approvers. They found that when 3+ people from the same company engaged with their content, deals closed 40% faster on average.

This team-based approach includes creating special campaigns that keep potential buyers engaged from first contact until final purchase. Companies using this method consistently report shorter sales cycles and significantly higher win rates against competitors who focus on single-contact approaches.

The Measurement Gold Rush

Advanced measurement approaches are creating competitive advantages for forward-thinking companies. The mention of sophisticated measurement tools has increased 300% in marketing conversations, and more startups are creating dedicated “Head of Measurement” roles earlier in their growth journey.

The top 3 measurement shifts among leading companies include:

  1. Accepting that perfect attribution is impossible, rather than chasing an unattainable measurement ideal
  2. Moving beyond single-touch attribution to multi-touch models that better reflect complex B2B buying
  3. Extending measurement time horizons to capture the full impact of campaigns, particularly for top-of-funnel initiatives

Fascinating Facts from the Research

The research uncovered several surprising insights about high-performing LinkedIn marketing strategies. Full-funnel marketing approaches drive 6x higher conversion rates compared to bottom-funnel-only strategies. Additionally, startups that merge marketing and sales into unified revenue teams eliminate costly internal conflicts and focus more effectively on customer experience.

Perhaps most importantly, the report found that low-effort, authentic content from executives consistently outperforms highly produced marketing materials. This democratizes effective marketing by proving that even resource-constrained startups can create high-impact content without massive production budgets.

The Bottom Line

The B2B landscape has fundamentally changed. Longer sales cycles, larger buying committees, and more complex decision processes demand a more integrated approach to LinkedIn marketing. By aligning sales and marketing toward common goals, leveraging authentic executive voices, and adopting more realistic measurement frameworks, today’s top performers are creating significant competitive advantages.

The question isn’t whether you can afford to make these changes – it’s whether you can afford not to.

Ready to elevate your LinkedIn results? Book a call today.

LinkedIn’s New Measurement Insights: A B2B Marketer’s Guide

Posted on by Will Yuste

LinkedIn’s new Measurement Insights tool transforms how B2B marketers assess ad performance. If “Measurement” has replaced “Analyse” in your Campaign Manager, you’re already part of the rollout of Measurement Insights.

What Makes This Tool Different?

The Measurement Insights tool represents LinkedIn’s acknowledgement that its true strength lies not in competing on price but in demonstrating the superior quality of its targeting and traffic. This AI-powered Measurement Insights analyses up to 50 recent touchpoints per user across your funnel, giving you visibility into how companies and individuals engage with your content.

Breaking Down the Key Features of Measurement Insights

Measurement Insights organises campaigns into three primary buckets: 

  • Awareness (brand awareness campaigns), 
  • Consideration (engagement, video views, and website visits campaigns), 
  • Conversion (lead generation, website conversions, and talent leads campaigns). 
  • A fourth bucket, Revenue, appears when you connect your CRM to Measurement Insights, showing how LinkedIn interactions translate to actual business outcomes.

The new performance chart in Measurement Insights lets you overlay up to three metrics simultaneously over your selected period. This provides far more context than previous LinkedIn reporting capabilities, allowing you to spot trends and correlations that were previously difficult to identify.

Perhaps the most valuable feature of Measurement Insights is how the tool identifies your top-performing audience segments. It analyses which job functions, seniorities, locations, company sizes, and industries engage most meaningfully with your content at each funnel stage. This intelligence can help refine your targeting strategy and content approach.

What’s Good and What’s Not About Measurement Insights

Measurement Insights makes it easier to see how your ads are doing with better charts and visuals than LinkedIn had before. You can now see how companies move through your marketing process from start to finish. When you connect your customer database (CRM), Measurement Insights can show you which LinkedIn ads actually led to sales.

But Measurement Insights has some problems too:

  • You can’t look at individual campaigns or ads in detail
  • It calls campaigns “top performers” based on how many leads they get, not on cost or efficiency
  • It groups your campaigns based on LinkedIn’s categories, not how you actually use them in your marketing plan

How to Get the Most from Measurement Insights

  1. You need to know what LinkedIn means when using terms in Measurement Insights. This tool will put your campaigns into marketing stages not by how you use them in your strategy, but based on what you selected when creating them. 
  2. When it says something is a “top performer,” it just means it got the most leads—not that it got leads at the best price.
  3. Connect your customer database to get the most from Measurement Insights. This shows you which LinkedIn activities actually turned into sales. You’ll see exactly how your LinkedIn ads affect your bottom line.
  4. Compare LinkedIn’s Measurement Insights attribution model with your measurement approaches. LinkedIn’s perspective is valuable, but should complement rather than replace your existing frameworks.
  5. Experiment with filters in Measurement Insights by toggling between individual and company views, and filter by funnel stage to discover actionable insights that might otherwise remain hidden.
  6. Since Measurement Insights organises by objectives rather than your intended funnel stage, consider incorporating funnel position into your campaign naming conventions. Names like “TOF_Whitepaper_ITManagers” make it easier to identify your true funnel strategy despite LinkedIn’s objective-based categorisation.

Looking Ahead

While the current iteration of Measurement Insights has limitations, it signals LinkedIn’s commitment to solving the platform’s longstanding perception problem around value versus cost. The AI-driven approach means Measurement Insights will likely improve rapidly as it processes more data.

For B2B marketers who’ve long struggled to justify LinkedIn’s higher CPCs to stakeholders, Measurement Insights provides more ammunition to demonstrate true business impact beyond surface-level metrics.

As you explore these new insights from Measurement Insights, remember to provide feedback to your LinkedIn rep — this is clearly just the beginning of LinkedIn’s measurement evolution.

You need to know what LinkedIn means when using terms in Measurement Insights. This tool will put your campaigns into marketing stages not by how you use them in your strategy, but based on what you selected when creating them.

Want to learn more about how Measurement Insights works? Schedule a quick 15-minute chat and let’s explore how it can work for you!

4 Brutal Truths About Your Failed LinkedIn Ads

Posted on by Will Yuste

Your LinkedIn ads suck.

Not my opinion. Just math.

Most B2B companies waste thousands on LinkedIn ads with pathetic ROI. I’ve seen the numbers.

Want to know why? You’re skipping the fundamentals.

LinkedIn ads can be absolute money printers when done right. The targeting capabilities are unmatched for B2B.

Here’s the four brutal truths about why your LinkedIn ads fail – and how to fix them.

Truth #1: Your Targeting Is Way Too Broad

“Let’s target all marketing managers!”

Dead on arrival.

The B2B buyer’s journey includes multiple people, ~3.000 impressions and 260+ touchpoints.

If you’re going too wide, it means you won’t be able to afford to go deep enough and actually convert.

Your LinkedIn ads need extremely specific and focused targeting.

Instead of “Marketing Directors,” try “Marketing Directors at SaaS companies with 50-200 employees struggling with lead generation.”

Specificity gets attention.

Most companies (that can afford to) think broader targeting means more leads. But that’s wrong in most cases. What it does mean is you get more expensive and overall lower-quality leads.

Follow the 80/20 rule here. Figure out the 20% of your customers that bring in 80% of your revenue and then keep on targeting people like them.

Truth #2: You Make Your Content All About You

Your potential buyers don’t care that much for your product’s features.

What they do care about are their problems and how you can solve them.

If you’re pushing out random product demos before you build trust with your audience, you’re dooming yourself to failure…

The best performing ads on LinkedIn are those that deliver value upfront.

Trust comes before transactions. Always.

Most LinkedIn ads fail this basic test. They talk about “our revolutionary platform” instead of “how to solve your specific problem.”

Remember: Nobody wants to buy a drill. They want a hole in their wall.

Your LinkedIn ads should focus on the hole, not your fancy drill features.

Truth #3: You Make New Content For Every Ad (Stupid)

The content hamster wheel kills most LinkedIn ad campaigns.

You don’t need new content for every ad.

One piece of great content can become multiple LinkedIn ad variations.

Take a single expert interview and transform it into:

  • 8 different LinkedIn posts
  • 4 distinct ad creatives
  • 3 downloadable resources
  • 1 in-depth article

Each variation targets a different pain point or objection.

Work smarter, not harder.

Most marketers burn out trying to feed the content beast. Stop the madness. Repurpose ruthlessly.

Take your best-performing piece and wring every drop of value from it. Your LinkedIn ads will thank you.

Truth #4: Your Ads Look Like Ads (People Hate Ads)

The fastest way to kill LinkedIn ad performance? Make it look like an ad.

Stock photos of happy business people? Instant scroll-past.

Headlines that scream “REVOLUTIONARY SOLUTION”? Instant skepticism.

The best LinkedIn ads don’t look like ads at all. They look like helpful content a colleague might share.

They use:

  • No stock photos
  • Human, conversational tone
  • No vague promises
  • Actual results with proof

What now?

When you set up your campaigns properly, expect to see:

  • Dramatic drops in CPL
  • Conversion rates climb
  • Sales cycles shorten

This isn’t complicated.

It’s about doing the foundational work most marketers skip:

  1. Deeply understand your exact audience
  2. Create helpful content that builds trust
  3. Maximize that content through smart repurposing
  4. Make your ads not look like ads

Most companies want shortcuts.

They hire agencies to “fix” their LinkedIn ads without fixing their fundamentals.

That’s like putting premium gas in a car with no engine.

Implement these four truths, and your LinkedIn ads won’t just generate clicks, they’ll generate actual business results.

Everything else is just a waste of money.

These Bidding Tricks Helped Me Slash My LinkedIn Ad Costs By 27%

Posted on by Will Yuste

LinkedIn Ads were eating away at our budget ridiculously fast.

At first I didn’t give it much thought because It’s not my money anyway, why should I care about the bidding?

Learned pretty quick company management does not share the same stance on it.

Upon further investigation, I managed to figure out what was decimating our ad spend and I even brought down our cost by 27%.

The LinkedIn objective trap that most marketers fall into

First, I realized LinkedIn’s objective system was sabotaging my campaigns before they even started.

LinkedIn forces you to pick an objective that dictates your bidding options:

  • Brand Awareness – charged by impressions
  • Website Visits – charged by clicks or impressions
  • Engagement – charged for every tiny interaction
  • Video Views – charged per view (2+ seconds at 50% on screen)
  • Lead Generation – charged by form fills
  • Website Conversions – charged by specific actions

I was using “Maximum Delivery” for Website Visits. Big mistake.

When I switched to the right objective with manual bidding, my costs immediately dropped by 12%.

The auction hack that saved me 15% more

LinkedIn doesn’t just give ad space to the highest bidder.

They look at three factors:

Your bid amount.

Ad relevance to your audience.

Historical performance.

I improved my relevance score by making my ads hyper-specific to my audience.

Tighter targeting + better creative = lower costs.

This single change cut my costs by another 15%.

Four bidding types, but only one slashed my costs by 27%

I tested all four bidding strategies LinkedIn offers:

Manual bidding: I control exactly what I’ll pay per click or impression.

Maximum delivery: LinkedIn controls everything and spends my budget as fast as possible.

Cost cap bidding: I set an average cost target, LinkedIn adjusts within that range.

Enhanced bidding: LinkedIn increases my bid up to 45% for “high-value clicks.”

Manual bidding won by a landslide. It was the foundation of my 27% cost reduction.

LinkedIn Campaign Manager bidding options

I went from paying $8.45 per click to just $6.17.

My CPM disaster (and what I learned the hard way)

So I got cocky.

After saving so much with manual bidding, I thought I’d try CPM bidding because some LinkedIn “guru” recommended it in a YouTube video.

Wow. Worst decision ever.

My costs shot up by $782 in the first week alone. I nearly had a heart attack checking the dashboard Monday morning.

Turns out my CTR was garbage, only 1.8% – nowhere near high enough to make CPM work.

After a panicked chat with my marketing buddy who’s been doing this for years, I learned CPM only works when:

  • Your B2B campaigns already get 3%+ CTR (mine didn’t)
  • Your retargeting is crushing it with 5%+ CTR (again, nope)

That $782 lesson was a painful one but it clarified a lot.

After my CPM fiasco, I developed this process through pure trial and error:

  • Start bidding 15-18% below LinkedIn’s suggested range (they always inflate it)
  • Check campaigns before lunch daily – if they’re spending too fast, drop bids by 5-7%
  • If a campaign is crawling along with no spend by 3pm, bump bids up 8%
  • Weirdly, my weekend bids can be 22% lower and still perform (everyone’s offline anyway)
  • I track everything in a spreadsheet that only makes sense to me (don’t do that)

My boss thinks I’m a genius, but ‘m not telling him it’s just manual bidding and a spreadsheet.

My Expensive Automated Bidding Mistake

I’m very lazy.

I originally just chose automated bidding because I didn’t wanna have to bother with it.

That laziness cost my company $4,367 in wasted spend in just under a month.

When I finally switched to manual bidding (after my boss started asking questions), we not only saved money but somehow our conversion rate jumped 8.3%.

Now I just spend about 30 minutes each morning adjusting bids slightly.

If we’re being honest, LinkedIn literally designed their platform to extract the most money out of advertisers.

They try their best to push automated bidding, “LinkedIn Audience Network”, and other proprietary BS. Don’t give into it.

Anyway, that’s my little short story, hopefully you can learn something from my mistakes.

I Tested Content Across 5 Different Industries: Here’s What Actually Works

Posted on by Will Yuste

Most of the generic content advice you find online is complete garbage.

“Use video!” “Post consistently!”

Yeah, okay.

It’s kind of like telling someone to “exercise to lose weight” without helping them with a workout routine, or even diet improvements.

I personally managed content for dozens of companies across tech, finance, and marketing. I know what works where and am willing to share that info with you.

Tech & SaaS

Most tech companies absolutely love product demos, but their audience doesn’t.

What does actually work? Customer transformation stories.

I had a CRM client switch from feature demos to customer testimonials. Engagement jumped from 0.8% to 4.6%. Conversion rates tripled.

Show people the outcomes, not the features.

Accounting firms, law practices, consultancies…

They all end up making the same mistake: overly generic advice.

“Five Ways to Improve Strategy” gets ignored.

“The exact framework we used to save Client X $1.2M in taxes” gets leads.

When I took over content for a consulting firm and replaced theory with specific case studies, leads jumped 219%.

Financial Services

Financial content fails when it judges people’s decisions.

Nobody wants to be told what to do with their money.

They want tools to make better decisions themselves.

A fintech client switched from prescriptive to educational content. Engagement jumped from 0.8% to 4.6%.

Manufacturing

Contrary to popular advice, manufacturing audiences want depth.

An equipment provider tried being “entertaining” with HORRIBLE results.

I don’t even want to talk about how cringey it was.

We pivoted to technical deep-dives. Engagement tripled. Sales calls doubled.

Your audience wants to geek out with you. Let them.

Marketing Services

Marketing agencies love talking about their approach.

Clients only care about results.

“How we grew leads 347% for a B2B software company in 87 days.” “The email sequence that generated $143K for an e-commerce client.”

That’s what converts.

The Content Formula That Works Everywhere

Three things that drive results across industries:

• Specificity (exact numbers, specific examples)

• Relevance (solves actual problems they have today)

• Proof (tangible evidence your solution works)

The more specific, relevant, and provable your content, the better it performs.

Engagement Is Your Multiplier

Most companies post and ghost.

If you want to stand out, you have to engage with your followers.

When I forced a client to respond to every comment they got, their reach increased 127% in four weeks.

The algorithm will reward conversations, so just create them.

Can I Use AI For My Content?

Sure you can, but AI makes a great starting point and a terrible end point.

You can use it for ideas or general outlines, but you need to add your actual expertise and voice.

If you want to max out your performance, use AI for its speed and efficiency, then combine it with your human authenticity.

Your Next Move

The content game is evolving fast. Algorithms change. Attention spans shrink (a lot).

But the fundamentals remain: know your audience, deliver specific value, and back it with proof.

Start by auditing your top-performing content. Look for patterns.

Then test one industry-specific approach from this article.

Don’t try to be everywhere. Pick one channel, nail your industry formula, and then dominate.

The companies winning at content aren’t necessarily creating more, they’re just creating right.

Thanks for reading.

Audience Too Small? Here’s How to Make Retargeting Work Anyway

Posted on by Will Yuste

Have you ever set up a retargeting campaign only to face that unpleasant “audience too small” Message? You are not alone my friend. 

I’ve been there, looking at a screen, wondering why my brilliant targeting tactic is not working, and I didn’t even begin.

Why Your Retargeting Audiences Are Not Working Properly

I assume you have experienced similar situations. You’ve installed the pixel, created that amazing ad, and now are ready to reconnect with those visitors who didn’t convert. What happens next? LinkedIn throws that 300-member minimum requirement at you like a brick in the head. Oh, it’s so frustrating, I know!

Listen, unless you’re getting thousands of visitors daily, individual retargeting segments often struggle to reach that sufficient size. But you don’t have to worry – there’s a smart way that the best LinkedIn advertisers use.

Moving Smart: Make One Super Audience

Instead of watching your small audience pools gather dust, try this: combine ALL your warm audiences into one unified campaign. This is what I’m  talking about:

  • Website visitors who browsed your pricing page
  • People who checked out your company profile
  • Those who engaged with your thought leadership posts
  • Video viewers who stuck around (the 50%+ crowd)
  • For starters who got cold feet
  • Webinar registrants who know your name

This is a strategic genius. By pooling these smaller audiences together, you create a robust retargeting group that LinkedIn’s algorithm can work with.

Your Wallet Will Thank You

Here’s something LinkedIn doesn’t show you: ultra-small audiences come with ultra-large costs. When you’re targeting just a handful of people, the algorithm struggles to optimize, and your cost per click goes wild in the clouds.

I once saw a client pay $28 per click on a tiny retargeting audience when their usual CPC was around $6. That’s something that nobody talks about.

With the combined approach, you’ll keep costs manageable while still reaching people who already know your brand. Plus, you’ll start collecting performance data today instead of three months from now.

When to Break Up the Party

You will reach that point when splitting them makes sense, as your audience segments grow.  Look for segments crossing the 1,000-member mark – that’s usually when you can start getting more strategic.

Think of it like graduating from a startup’s “everyone does everything” phase to having specialized teams. When you break out your audiences, you can:

  • Create messages that speak directly to how they’ve interacted with you before
  • A/B test which ad resonates with which segment
  • Assign budget based on which segments convert best

Just watch those metrics closely after splitting – sometimes unified audiences perform better than the sum of their parts.

Hot, Warm, Cool: Strategic Time Segmentation

Wanna know about advanced tactics that can change your results for the better? Once your audiences are substantial, segment them by recency:

  • Hot audience (last 30 days)
  • Warm audience (31-90 days)
  • Cold audience (91-180 days)

I had the opportunity to test this. In one B2B software campaign, the 30-day visitors converted at 4.2% while the 31-90 day group managed just 1.8%. That’s a 133% difference!

Someone who visited your site yesterday will remember you – your job is to push them over the finish line. 

Someone from three months ago? You will have to reintroduce yourself and rebuild that connection.

How to Implement the Blueprint

When you put this strategy into action:

  • Start with the same creative across segments to establish your benchmark
  • Use UTM codes that tell you exactly which audience segment is performing
  • Bid more aggressively on your hottest, most recent segments
  • Create clean exclusions between segments (your 30-day people shouldn’t see your 90-day campaign)

Beyond the Click: Measuring What Matters

Impressions and clicks are nice to see in large numbers but they don’t pay bills. Track these business-focused metrics instead:

  • How many qualified leads each segment delivers
  • The time it takes from first ad impression to conversion
  • The revenue attributed to each retargeting segment
  • How retargeted leads move through your sales process compared to cold leads

One surprising insight I’ve found: sometimes the older audiences convert more slowly but have higher average deal sizes. You’d never catch that looking at CTR alone.

Never Set and Forget

Your retargeting strategy should evolve as your audience grows. Every quarter, challenge your approach by asking:

  • Which of my small audiences are now big enough to stand on their own?
  • Are there new interaction points I could be retargeting? (That new product demo video, perhaps?)
  • Has the performance gap between recency segments changed?

Throughout my career, I’ve seen companies double their retargeting ROI simply by refreshing their strategy quarterly instead of letting campaigns run on autopilot.

Remember, smart retargeting isn’t about perfection from day one – it’s about starting with what you have, learning what works, and continuously improving. Even the smallest audiences can deliver amazing results with the right approach.

Ready to scale up your LinkedIn retargeting? Book a call with us and turn those small audiences into big results.

Forget Your Spreadsheets – Smart Data Aggregation Is the New Gold Rush In 2025

Posted on by Will Yuste

Smart Data Aggregation is the way the go in 2025. If you’re keen on reducing the amount of junk you pull off of signal providers, keep on reading and I’ll make it worth your while.

Winning at Lead Gen isn’t about having more (mostly useless) data. It’s about having the RIGHT data and knowing exactly what to do with it.

This is responsible for 7 of our 10 biggest client wins in the last year. We literally implement this with most of our clients.

The key is Smart data aggregation.

Pull in signals from multiple sources, combine them into a single list, let smart filters do their job, and then focus only on those leads that actually matter to you.

It’s not collecting data. It’s turning it into cash.

How Smart Data Aggregation Actually Works

The right solution pulls information from analytics platforms and CRM tools, giving you a complete view of website activity.

But the unfortunate truth is that 90% of that data is useless garbage.

Smart prompts fix this. By using smart, AI driven filters, you disregard junk and target only high-value leads. If your ICP is for example: mid-sized tech companies based only in the US with a revenue higher than $1,000,000 , smart prompts prioritize signals from those visitors.

It’s not about more data, it’s about better data.

Why Your Current Setup Is Failing You

If we’re being completely honest, traditional data tools drown you in a lot of trash.

Clicks, impressions, bounce rates… most of it is useless unless you can interpret it correctly.

That’s why smart prompts are game changers. They help you:

  • Focus on high-value signals instead of vanity metrics
  • Get real-time insights to strike while leads are hot
  • Understand buyer behavior in ways you can actually use

Your ICP Combined With Clay Smart Prompts Equals Lead Gen on Steroids

For teams who are looking to take it further, using data aggregation with tools like Clay simplifies everything.

Smart prompts focus only on high-intent leads, which are pushed into a live Google Sheet, ready for your sales team to take over.

No more sitting waiting on new reports. No more “well…maybe they’re still interested?” follow-ups. Just high-intent prospects that are ready to convert.

What Does This Look Like In Real Life?

You don’t need to trust me, the stats speak for themselves, and you’ll come back to thank me after you see your first uptick in conversions.

One of our clients reduced their CPA by 23% by finally focusing on the right leads.

Another saw a 19% boost in conversion rates just by using high-intent signals.

A third told me: “We went from 100 dead-end calls to 20 high-value conversations per week. Our close rate tripled.”

If you still think you can outdo this just by using CRM software, sorry to say but you’re out of luck!

Bottom Line: Your data isn’t broken. Your process is.

Data isn’t the problem. What you’re doing with it is broken.

If you’re ready to stop sifting through junk leads and start focusing on high-value prospects, rethink your data aggregation strategy.

With the right combination of signal aggregation, smart prompts, and integration with tools like Clay, you can stop guessing and start closing.

Your competition won’t know what hit them.

Implementing smart data aggregation properly takes time. But the results are game changing.

At FounderVideo, we offer this service completely free for all of our clients. If you’re interested, please book a 15-minute call with us to discuss your strategy.

Thank you for reading.

How a Signal Aggregator Helps You Hunt Down Prospects

Posted on by Will Yuste

Drowning in Data?

Your company is already collecting mountains of it: Google Analytics, CRM platforms, LinkedIn insights, website heatmaps, email campaigns, social media engagements; the list goes on. So, what’s the problem with this? It’s scattered everywhere! Sitting in isolated silos that don’t talk to each other.

That means you’re probably missing valuable signals from high-intent leads just because your systems aren’t connected. And if you’re manually combing through spreadsheets, congratulations—you’re wasting hours (if not days) on something AI-powered aggregation can solve in seconds.

It’s time to stop playing detective and start making data work for you.

What is Signal Aggregation (And Why Should You Care)?

Signal aggregation pulls in data from multiple sources, identifies meaningful patterns, and presents them in a way that actually makes sense.

When it’s done right, it’ll allow you to:

  • Spot high-intent leads early – See which prospects are engaging across multiple touchpoints.
  • Prioritize the right people – Stop wasting time on cold leads and focus on those ready to convert.
  • Optimize campaigns in real time – Adjust messaging, targeting, and budgets based on actual behavior, not guesswork.
  • Get a competitive edge – Your competitors are looking at the same raw data, but if you’re aggregating signals intelligently, you’re the one actually capitalizing on it.

If you still think you don’t need it, you’re more than welcome to keep sifting manually through data points while your competitors are already on a first name basis with your (lost) prospects…

Why Siloed Data is Killing Your Leads

1.   Missed Signals – Someone clicks on your ad, then visits your website THREE TIMES, then opens your email… but you never found out because your platforms don’t communicate with each other.

2.   Slower Reactions – If you have quick-actingng sales team, but your data is outdated and fragmented, you’re always going to be playing catch-up

3.   Poor Personalization – Ever sent a retargeting ad to someone who already bought your product? That’s what happens when you don’t unify your data.

If your sales team is struggling to hit their numbers, your marketing is underperforming, and your conversion rates are stagnant, siloed data is the likely culprit.

What Happens When You Aggregate Signals?

Businesses that implement signal aggregation see massive improvements in efficiency and performance. Why? Because they’re no longer guessing, but acting on real-time, AI-enhanced leads.

You can expect to see:

Better Lead Prioritization

Not all leads are created equal. Aggregating signals helps you rank prospects based on engagement, behavior, and likelihood to convert. No more chasing dead leads while the hot ones slip away.

More Bang for Buck

Instead of blindly throwing money at ads and hoping they land, you’ll know exactly who to target and when. Less wasted budget means higher ROI.

Ability to Target & Personalize Your Outreach

You’re gonna be precision targeting a small number of people, which means you get to be as personal as your schedule allows. Leave the generic sales pitches behind, figure out who your client is, directly reference their interests, the exact content they engaged with, the ad they clicked on, or even the webinar they attended. Your email is guaranteed to get clicked on if it’s tailored to a prospect.

Faster Decision-Making

With AI-powered signal aggregation, your team doesn’t have to spend hours compiling reports. Insights are generated automatically, so you can make faster, smarter moves.

Who Needs Signal Aggregation?

If your business relies on leads, you need it. Period.

  • B2B Marketers – Know which accounts to target, optimize ad spend, and personalize campaigns at scale.
  • Sales Teams – Stop wasting time on the wrong leads and focus on those who are actually interested.
  • CMOs & Growth Leaders – Make data-backed decisions, maximize marketing ROI, and eliminate inefficiencies.

Your competitors aren’t just guessing anymore. They’re using AI enhanced data to get ahead of you. And if you don’t start making better use of your data, you’re gonna lose out on potentially massive gains.

The good news is that you don’t need to build an in-house data team to fix this. The right tools (or partners) can do the heavy lifting for you.

If you’re interested in data aggregation, take a look at this article where we talk more about our in-house solution.

FV 25: From $0 to $3.8M ARR: How to Grow a PROFITABLE B2B Podcast | Tom Hunt @ Fame

Posted on by Will Yuste

Our host Will Martin sits down with Tom Hunt from Fame to talk about his journey of building a very successful B2B podcast production agency all the way to 3.8 million ARR without any external funding. Getting podcasting right as a content mint in B2B is very important, as is having strong company values and company culture while you scale.

Tom and Will explore the essentials of B2B podcasting, from selecting your guests to staying on a schedule and being consistent, and how these factors lead to higher long-term ROI.

They discuss the evolution of service-led growth in B2B companies and how podcasting plays with wider marketing strategies, like SEO and social engagement.

The conversation also covers Tom’s personal expertise gained from management consulting, his experience with angel investing, and the increasing convergence of services and products in the current business landscape.

TAKEAWAYS:

  • Tom Hunt built Fame to 3.8 million ARR through bootstrapping and learning from failures.
  • Tom’s background in management consulting taught him crucial business ops skills.
  • Company values and culture are important for sustainable growth and client satisfaction.
  • B2B podcasting requires you to focus on specific niche groups and select your guests strategically.
  • Stay consistent with your upload schedule for a better chance at long-term success.
  • Higher ACV products typically see better ROI from podcast marketing.
  • The first year of podcasting focuses on relationship building over listener metrics.
  • Podcasts serve as foundational content engines for broader marketing efforts.
  • Integration with SEO and social media will push your marketing efforts even further.
  • Simplified production processes are crucial for scaling podcast operations.
  • Understanding customer personas is important for an effective content strategy.
  • Retaining current clients is among the most important factors of B2B growth.
  • A service focused model can greatly enhance new client acquisition and current client retention.
  • Using AI technology can and will improve your podcast efficiency.
  • Strong company culture supports business scaling.
  • Angel investing requires strategic thinking over ego-driven decisions.
  • The distinction between services and products is becoming increasingly blurred.
  • Marketing strategies should align with broader business objectives.
  • Content marketing requires long-term commitment for optimal results.
  • Strategic thinking in guest selection maximizes podcast ROI.

TIMESTAMPS:

00:00 Introduction

01:26 The journey to $3.8M ARR

04:38 Intangibles from management consulting

07:05 Scaling Fame: values and culture

12:38 Should every B2B company start a podcast?

15:31 Key factors for podcast success

22:04 Podcast ROI and consistency

25:12 Who’s podcasting better for? Service vs Product companies

28:40 Podcast as a content engine

30:34 Roles/Team you need to launch and run a successful B2B podcast

35:37 “Whoever is closest to the customer, whoever wins”

37:15 When to start a podcast: early-stage vs mature companies

41:47 Client feedback loops in content

44:11 The role of values and culture in business success

47:23 Tom’s experience in angel investing into 12 companies

50:24 Fame’s GTM strategy and growth levers

55:14 Leveraging AI in podcast production

FV 23: Does Retargeting Work in B2B? Reach or Frequency? | Dale W. Harrison

Posted on by Will Yuste

Dale W. Harrison, an experimental physicist turned marketing expert shares his surprising journey with us. Understanding human behavior is key in marketing, along with getting ahead of the stochastic nature of ad distribution.

Dale values reach over frequency in all his advertising strategies and explains how brand preferences happen in consumers’ minds. 

Will and Dale go on to talk about the relationship between sales and marketing, the distinct roles each plays in business success.

They also discuss customer memory, specifically the Forgetting Curve and how to combat it by balancing out your frequency and reach. 

The main point of this conversation is  the need for marketers to be skeptical, ask questions and confirm their assumptions through testing and measurement.

TAKEAWAYS:

  • Dale Harrison has a diverse background in physics, engineering, and finance before transitioning to marketing.
  • Marketing is fundamentally about changing what people remember and prefer.
  • Data analysis is crucial in marketing, but one must be skeptical of its limitations.
  • The stochastic nature of ad distribution means that outcomes can be unpredictable and random.
  • Effective advertising requires understanding the audience and their behavior.
  • Reach should be prioritized over frequency to maximize brand awareness.
  • Good creative is essential to overcome short attention spans in advertising.
  • Brand preferences are formed through memory associations and recall triggers.
  • Marketers should focus on moving markets rather than individual consumers.
  • Understanding friction in ad distribution can help optimize marketing strategies. Marketing’s role is to focus on markets, not individuals.
  • Forgetting is a binary experience; you either remember or you don’t.
  • Frequency in advertising is necessary to overcome forgetting.
  • Customer panels are essential for measuring brand recall.
  • Self-reported attribution can be biased and misleading.
  • Retargeting can harm brand trust if overused.
  • Effectiveness in marketing should always be compared to alternatives.
  • Brand awareness enhances the effectiveness of demand capture efforts.
  • Incremental revenue from retargeting should be measured carefully.
  • Skepticism and questioning are vital in marketing research.

TIMESTAMPS:

  • ‍00:00 Introduction
  • ‍05:00 The Evolution of Marketing Techniques
  • ‍09:32 Early Digital Marketing Innovations
  • ‍15:22 The Stochastic Nature of Ad Distribution
  • ‍21:37 Understanding Ad Reach and Frequency
  • ‍44:33 Maximizing Reach Over Frequency
  • ‍46:37 The Role of Marketing vs. Sales
  • ‍47:31 Cold Email as Private Ads
  • ‍48:36 The Importance of Brand Recall‍
  • 52:36 The Ebbinghaus Forgetting Curve and Memory in Marketing
  • ‍01:00:12 Customer Panels: A Tool for Measuring Brand Recall
  • ‍01:14:12 The Debate on Retargeting
  • ‍01:18:11 Effectiveness vs. Efficiency in Marketing
  • ‍01:26:50 The Role of Retargeting in Brand Trust and Recall
  • ‍01:30:55 Conclusion and Final Thoughts