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Tag: LinkedIn

8 Strategic Shifts Defining LinkedIn Campaign Success

Posted on by Will Yuste

Regular sponsored posts don’t work well on LinkedIn anymore. LinkedIn has grown into a major platform for business connections, and your ads need to keep up with these changes.

Below, are eight strategies for reshaping your LinkedIn campaign success:

1. Authentic Expert Voices

Good LinkedIn ads don’t look like obvious advertisements, they look like helpful posts from the field experts. Let your team members share their real experiences and knowledge instead of using boring corporate language.

This works especially well with people who have already seen your brand before, as they’ll recognize and trust your team’s voices.

2. Text Ads: The Unexpected Performer

Text ads are just small, plain ads that appear on the side of LinkedIn. But, how small are they?

Surprisingly, they work well and cost a lot less, about 80% less than other ads with images. They are a great tool to use as a support to your main content.

You can try different messages to see what works the best or if you just want to keep your brand visible for less money. Usually, the simplest option can be the most practical.

3. Posting at the Right Time Matters

Sometimes, good ads don’t work simply because they show up at the wrong time.

Our research found that most business people check LinkedIn on weekday evenings between 7 and 10 PM, after they finish work.

Plan your ads to appear when people are looking at LinkedIn, not when they’re busy or sleeping.

4. AI: Your Essential Campaign Partner

AI has evolved from a buzzword to an indispensable tool for LinkedIn advertisers. This tireless digital partner excels at:

  • Generating diverse creative variations
  • Refreshing existing content
  • Optimizing video assets
  • Uncovering hidden performance patterns

Start with AI-assisted content creation or analysis, then expand as you become comfortable with its capabilities.

5. Messaging Ads: Precision Over Volume

If you use direct inbox access strategically, it can be very powerful. Messaging ads require careful deployment in targeting.

Whichever you use, Message or Conversation format, ensure that your sender profile aligns with the content and segment your audience for meaningful personalisation. 

6. Quality Over Quantity: The Retargeting Advantage

Lately, experienced companies are more focused on reconnecting with people who have already shown interest than on getting lots of leads. This approach is great because it costs less per lead (20-30%) and finds much better potential customers.

Our advice is to start by getting people to visit your website, then show targeted ads to the same audience later. This way, you get better leads who are more likely to buy without spending as much money.

7. LinkedIn + Google: The Strategic Alliance

LinkedIn excels at starting conversations; Google ads excel at closing deals. This powerful combination creates a comprehensive digital ecosystem mirroring the B2B buying process.

Use Google to capture high-intent searches, then nurture relationships through LinkedIn retargeting—creating a digital sales team that works around the clock.

8. Understanding What Works in Your Marketing

You can’t always know exactly which ad attracted someone to become your customer.

Don’t waste your time finding the perfect way to track everything. See this approach:

  • Remember that customers usually see many of your marketing efforts before deciding to buy. Give credit to all these different efforts, not just the last ad they clicked.
  • Just ask new customers how they found you and what convinced them to choose your business.
  • Use tracking software to help understand patterns, but don’t expect it to give you perfect answers. These tools can point you in the right direction, but they don’t tell the whole story.
  • Look at your overall results rather than obsessing over individual campaigns. If your marketing as a whole is bringing in good customers at a reasonable cost, you’re on the right track.

It’s impossible to track every single click. The most important thing is to understand which parts of your marketing are in synergy to bring in the perfect customers. 

Focus on the big picture and make improvements based on clear patterns you notice over time.

Your Next Move

LinkedIn advertising is evolving fast. If you test consistently, stay curious, and always optimise, you will get excellent results

If you want help with getting deeper into the core of the LinkedIn network, reach out to us and schedule a quick 15-minute call.

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.

Get Results on LinkedIn: Connect and Convert

Posted on by Will Yuste

LinkedIn is a place where business relationships thrive and deals are made. But the real power of LinkedIn lies in combining your public presence with personal outreach.

Want to unlock your LinkedIn potential? Let’s discuss your goals in a 15-minute call.

The Power of a Multi-Channel Presence

You can imagine LinkedIn as a digital networking event where you have the opportunity to participate in multiple conversations at the same time. Your posts are collecting views like the interesting speaker, while your direct messages serve as private one-on-one conversations by the coffee station. This dual presence makes LinkedIn a powerhouse for B2B relationships.

When potential prospects get to know your brand’s social media presence before getting a connection request, they’re 20-40% more receptive to connecting, as recent findings show. 

Building Your Professional Network’s Reach

An interesting aspect of how LinkedIn’s system works: each new connection acts as a potential megaphone for your content. Every time you make a new connection, they become organic viewer of your content and share insights. Think of it as adding someone to your professional inner circle – more meaningful than a simple email signup since it exists within a career-focused community that brings authority and business context.

Building Lasting Connections: The Patient Path to Partnership

In B2B sales, meaningful relationships often develop over months or even years. Your consistent social media presence serves as an ongoing demonstration of your industry knowledge and thought leadership. Each valuable post or update acts like a beacon, keeping you top of your mind until prospects reach their decision-making stage.

Content That Converts: Three Proven Strategies

1. Polls: Your Secret Lead Generation Tool 

Every vote can tell you a story. While others see simple engagement, you’ll uncover potential clients’ insights and issues. Knowing who voted gives you the perfect reason to start real conversations about topics they care about.

2. Comment-Driven Discussions: Creating Community

Looking to exceed LinkedIn’s typical engagement of 4 comments per post? Share questions that challenge your network to draw from their professional knowledge. Truly effective posts do more than collect responses – they catch conversations where participants freely exchange insights and learn from one another.

3. The Human Touch: Sharing Personal Moments

While everyone talks about business, real and honest stories attract attention. Share what you are challenged by, your victories, and even those funny workplace moments. One of the most successful examples was a working mother’s post about balancing professional and personal life – it resonated because it was real, relatable, and refreshingly honest.

LinkedIn Growth Tactics That Work

1. Align Your Posts and Personal Outreach

Make sure your social content aligns with your direct communications. When you claim to be an industry leader in your messages, your posts should show that same innovative mindset and deep expertise.

2. Turn Comments into Conversations 

Remember that LinkedIn grows on two-way communication, not just talking at people. Every comment on your post is an invitation to connect. Take that opportunity – respond with substance, explore their content in return, and cultivate authentic professional relationships.

Making LinkedIn Work: Content Plus Connection

Share valuable posts so you can show skills followed by personal messages to build meaningful relationships. Like hosting a great event, your content draws people in, while conversations turn them into real connections. When your public presence and private outreach work together, you create authentic business relationships that get results.

Do you want to change your LinkedIn strategy? Schedule a 15-minute consultation and let us help you create a plan customized to your business. Book your call today.

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.

Connect with the Right LinkedIn Audience in 2025

Posted on by Will Yuste

On LinkedIn, prospects typically need to see your message about eight times before taking action. 

You can retarget people who have already shown interest in your business, but you need at least 300 people in your audience to begin with.

Let’s see how it’s done:

LinkedIn’s Smart Ways to Keep in Touch with Your Audience

You don’t have to be slowed down by those 300 people. LinkedIn offers several promising pathways to build your audience, each with clear advantages depending on your timeline, budget, and quality requirements.

Quick Ways to Adjust and Adapt

Video Ad Retargeting: The Speed Champion

Video ad retargeting is the fastest and most effective method for building audiences on LinkedIn. You can establish a qualified retargeting group within days rather than months and target viewers based on completion rates (25%, 50%, 75%, or 100%).

You can nurture prospects over time with engagement windows ranging from 30 to 365 days. Those watching at least 50% of your video typically require about $1,000 in ad spend over one week, which makes this approach time and cost-efficient.

Single Image Ad Retargeting: The Reliable Competitor

Single image retargeting is amazing because it tracks direct clicks, likes, comments, shares, and company page visits.

Choosing the right campaign objective is essential when executing this strategy since each goal type comes with its own unique pricing structure.

However, be cautious with the LinkedIn Audience Network (LAN). While it increases audience building, the lower engagement quality might compromise your campaign’s effectiveness.

High-Value Audience Building Approaches

Lead Gen Form Retargeting

Though requiring more investment – typically $6,000-$9,000 spread across 1-3 months – this method delivers prospects who have actively expressed interest. By distinguishing between users who merely opened your forms and those who completed submissions, you can create strategic qualification segments with proven intent.

Website Visitor Retargeting

You have to be patient when it comes to making big audiences through website visits, especially for firms with light traffic volume. The insights that you get are invaluable. This method connects with your analytics tools to show you how prospects move through all your digital channels.

Making Your Plan Work

Combine quick approaches with longer-lasting ones to both reconnect with people immediately and build relationships over time. 

Remember, having lots of followers isn’t as important as having the right ones who actually interact with your content.

Start by spending more on methods that build your audience quickly, then gradually shift your money toward approaches that attract higher-quality connections. 

Keep experimenting with different types of content – some formats will help you grow faster while others will attract more engaged followers.

Campaign Optimization Insights

Recent data shows that campaigns that have a retargeting combination of video and single image have a higher engagement rate compared to using any of these methods alone.

Also, maintaining a consistent posting schedule has shown to reduce audience building time up to 30%.

Looking Forward

On LinkedIn, if you want to succeed in this, you have to be adaptable with your retargeting strategy. Focus on methods that align with your timeline and budget while maintaining audience quality.

Ready to start building your LinkedIn retargeting audience? Let’s explore the best strategy for your business in a quick 15-minute call.

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

The Segment Breakdown Secret: Unlocking LinkedIn Ads’ Most Powerful Hidden Tool

Posted on by Will Yuste

Have you ever wondered why some LinkedIn ad campaigns are successful while others fall through? The answer might be right before your eyes – in that almost obscure window called Segment Breakdown sitting quietly on your campaign manager’s screen. While most marketers scroll right past it, this amazing feature could differentiate between a campaign that just performs and one that knocks it out.

Think of it as your campaign’s hidden ace that can transform how you reach and engage your target audience. Ready to see behind the scenes and discover how to create laser-focused campaigns that deliver amazing ROI? Let’s plunge into this more.

The Winning Hand: Understanding Segment Breakdown Like a True Pro

Think of Segment Breakdown as your campaign’s medium. But instead of murky predictions, you get clear insights into who your ads are reaching. See it as an inside look at your audience: their jobs, their companies, and everything in between.

But here’s what most marketers miss: Segment Breakdown isn’t just another analytics dashboard collecting cyber clutter. It’s your strategic hidden resource for audience refinement. When used well, it turns guesswork into precise targeting.

Advanced Targeting Optimization Strategies

1. Targeting Better By Knowing Who to Skip

Let’s be real – randomly excluding audience segments is like throwing knives blindfolded. 

Let me show you the smart way to target your ads:

  • Which groups aren’t working for your ads? The numbers will tell you.
  • Sometimes good and bad performers have things in common – this could show you new opportunities.
  • Make a list of groups to avoid, based on what the data shows, not just hunches.
  • Keep testing until you find the right mix to reach enough people while focusing on the best ones.

2. Competitive Intelligence Gathering

Segment Breakdown can provide insights into your competitors’ potential targeting strategies:

  • Analyse how your target audience overlays with niche-specific roles
  • Recognise unpredicted job functions that appear in your audience composition
  • Use these insights to discover new market segments your competitors might be overlooking

3. Geographic Market Expansion

Use Segment Breakdown to wisely expand into new markets:

  • Inspect how job functions and titles vary by region
  • Identify markets with high concentrations of your ideal audience profiles
  • Modify targeting parameters based on regional job market differences

Hidden Features and Advanced Applications

Custom Audience Modeling

One lesser-known application is using Segment Breakdown for custom audience modeling:

  • Start with a broad targeting approach
  • Use Segment Breakdown to identify high-concentration audience segments
  • Create multiple targeted campaigns based on these natural audience groups
  • Compare performance across groups to optimise budget allotment

Seasonal Targeting Adjustments

Segment Breakdown can reveal seasonal patterns in your audience composition:

  • Observe changes in audience breakdown during different times of the year
  • Tune targeting parameters to account for seasonal job market variations

Smart Targeting in Action

Let’s look closer at how this works for dentists:

Instead of simply targeting dentists through job titles or industry parameters, create a multilayered targeting strategy:

  • Use Segment Breakdown to identify complementary job functions (e.g., Healthcare Services, Practice Management)
  • Analyse company size distributions to identify private practices versus corporate chains
  • Cross-reference with geographic data to target areas with high concentrations of dental professionals
  • Layer in behavioural targeting based on LinkedIn group memberships and engagement patterns

Simple Ways to Improve Your Ads

Let’s break this down into simple steps that work:

First, Get Your Bearings 

Take a good look at who’s currently seeing your ads, what’s working, and what’s not. Think of it as getting a snapshot of your starting point. Jot down your current results so you can track your progress.

Then, Test One Thing at a Time 

This is where most people go wrong – they change everything at once. Instead, make one small change (like adjusting the age range) and see what happens. Keep an eye on how this shifts who sees your ads and whether they’re engaging more.

Next, Double Down on What Works

Found something that’s performing well? Great! Now you can build on that success. Combine your best-performing elements and gradually increase your budget there.

Making Smart Money Moves Here’s where Segment Breakdown shines – it shows you exactly where your money is best spent:

  • Spot the groups that are most likely to convert
  • Adjust your bidding based on who’s responding best
  • Create ads that speak directly to your best audiences
  • Design landing pages that match what each group cares about

Think of it as having a GPS for your ad spend – it helps you avoid dead ends and find the fastest route to your goals.

Future-Proofing Your Targeting Strategy

As LinkedIn continues to evolve its advertising platform, maintaining a dynamic targeting strategy is crucial. Use Segment Breakdown to:

  • Monitor audience composition trends over time
  • Recognise emerging job functions and industries
  • Modify targeting parameters cautiously
  • Test new targeting combinations frequently.

Conclusion

LinkedIn’s Segment Breakdown helps you understand exactly who responds to your ads. By regularly checking this data and adjusting your campaigns based on your learning, you can reach the right people while spending your budget wisely.

Ready to unlock the full potential of your LinkedIn ads with smart targeting? Let’s explore how Segment Breakdown can transform your campaign performance – book a call.

The Great Lead Gen Debate: Should You Use LinkedIn Forms or Landing Pages?

Posted on by Will Yuste

I have a simple question for you: are you wondering whether to use LinkedIn’s forms or build your own webpage to attract new customers?

I’ve tried both ways many times, and honestly, each has its own perks. Let me share what I’ve learned about both options.

Why LinkedIn Forms Are So Quick

Imagine this: you bump to a form that already knows you. That’s what LinkedIn forms do. No more boring retyping your job details and contact info for the 100th time – LinkedIn takes everything from your profile in just one click.

It’s that simple, trust me. Even if you’re job hunting or signing up for something, these forms do it all for you. They fill in your job title, company, experience, and education in an instance. Yours is just to review and submit.

The best part? You have control. Need to change some details or add specific information? You can edit any pre-filled field in a second. Want to quickly submit without modifications? Just review and click submit. This intelligent system reduces what used to be a 15-minute task into a matter of seconds, letting you focus on what really matters – the accessible opportunity.

The Slow Dance of Landing Pages

When someone fills out your landing page form, they’re showing genuine interest. You can see how they interact – from basic user behaviors to detailed interactions, like where they pause, what grabs their attention, and what finally makes them click submit. This deeper level of interaction typically means better lead quality – after all, someone who explores your page is likely more invested than someone who just clicks “submit” on a pre-filled form.

Making LinkedIn Forms Work Harder

LinkedIn Ads can be very powerful with the right strategy. I’ve found two ways to make them exceed expectations.

1. Story-based headlines that need engaging content and proper messaging

Instead of a dull “Download our whitepaper,” try “Find out how Company Z doubled their revenue in 3 months.” Make your headlines really engaging – you want your potential customers starving to learn more.

2. Important questions that help understand customer challenges

Instead of “What’s your role?” Try “What’s your biggest challenge right now?” Making strategic questions will help you understand users’ real needs while keeping the form quick to complete. By combining captivating storytelling with strong questions, you’re not just fetching contacts – you’re collecting useful insights about your potential customers.

The Smart Way Forward

Think of lead generation like a toolbox – you need different tools for different jobs. LinkedIn Forms excel at quick, wide-reach campaigns like webinar signups, while landing pages shine for premium offerings that need more detailed engagement.

The most effective strategy often combines both: use LinkedIn Forms to capture initial interest, then guide promising leads to landing pages for higher-value conversions. Test both approaches, track your results, and adjust your strategy based on what drives real business growth.

Not sure what strategy to use? Book a call and find out.

FV 24: LinkedIn Ads Strategy: Creative, Positioning, & Messaging for B2B SaaS | Itamar Ben Yair

Posted on by Will Yuste

Itamar Ben Yair, a Growth Consultant, shares his expertise on LinkedIn ads and B2B marketing strategies, specifically for high value SaaS products. Knowing how to balance creative advertising and product messaging is crucial, especially when marketing complicated B2B solutions.

Itamar points out the importance of clearly communicating your product to the audience, taking inspiration from consumer culture to create B2B ads.

Will and Itamar talk about how trust-building differs between B2B services and products, while discussing the creative process behind effective advertising that can better resonate with qualified leads.

They also go over the challenges of reaching out-of-market segments and the differences between problem-focused vs. feature-focused approaches in marketing.

The main point of this conversation is the need for marketers to focus on improving their lead-to-meeting ratios, maintain very clear communication with founders, and make sure they stay transparent every step of the way in their client relationships.

TAKEAWAYS:

  • Itamar Ben Yair specializes in LinkedIn advertising and B2B marketing strategy consultation.
  • Creative advertising is often overlooked in B2B marketing but is crucial for converting cold traffic.
  • Full-funnel marketing isn’t always the best approach, especially for complex SaaS products.
  • Clear product messaging should be prioritized over comprehensive marketing funnels.
  • Trust-building in B2B services requires different strategies than product marketing.
  • Consumer culture can provide valuable inspiration for B2B advertising.
  • Marketing success should be measured by qualified meetings generated.
  • The ideal customer profile (ICP) should guide meeting generation strategies.
  • Challenges in out-of-market segments often point to problems with the product.
  • Problem focused messaging over a feature focused approach.
  • Production quality in ads isn’t always a must.
  • Acting ability is more important than looks when looking for talent for ads.
  • Quick followups will increase your lead to meeting ratios.
  • Client trust is built through transparency.
  • Marketing teams have to clearly communicate with leadership.
  • Complex B2B SaaS products require much more nuanced strategies.
  • Lead quality is more important than quantity for sales team success.
  • Marketing effectiveness should be measured by sales team enthusiasm for leads.
  • High-value SaaS products require specialized marketing approaches.
  • Clear, transparent communication is essential throughout the marketing process.

TIMESTAMPS:

00:00 Introduction

01:08 The Challenge of Converting Cold Traffic

04:29 Conveying Complex Products in Ads

08:32 The Role of Content in Demand Generation

11:56 Creating Effective LinkedIn Ads

17:24 Understanding the Customer’s Perspective

27:17 Inspiration from Consumer Culture for B2B Ads

33:16 Marketeers vs. Technical Founders

37:28 In-Market vs. Out-Market Strategies

45:49 The Role of Hollywood in B2B Ads

49:22 Sourcing and Hiring Paid Actors

54:22 Optimizing Lead to Meeting Ratios

01:02:44 Building Trust with Clients

01:05:40 Conclusion and Final Thoughts

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

Don’t Sleep on AI for Your LinkedIn Ads

Posted on by Will Yuste

Contrary to some beliefs, AI is not just a buzzword anymore, actually, it hasn’t been for a long time. If you’re not using it yet for whatever reason, you’re only making your job harder for yourself. It can be the difference between growing your business fast and effectively or being stuck doing dumb repetitive tasks that take up your time and cost you money in the long run.

Let’s see how you can stop wasting time on manual work and start using AI to your advantage while you’re busy with other, more important work.

It’s Time to Accept It: AI Is Here To Stay

Ai this, AI that, is it going to replace us? Take our jobs away? You should be terrified of it, right? AI tools aren’t going to replace you or run your entire business. But they will give you a massive edge over competitors who are still copying and pasting ad variations by hand. The best part is that you don’t need a fancy machine learning degree to make this stuff work, it’s become pretty easy to use for everyone, The only programming language you need to know for this is English.

Where AI Makes A Difference

Artificial Intelligence is best at taking care of the grunt work in your LinkedIn campaigns. Forget about spending hours writing slightly different ad copies or analyzing mountains of performance data.

Tools like Copy.ai and Jasper can generate dozens of ad variations in minutes. Looking to analyze your ad performance? Claude AI or ChatGPT can crunch your data and spot trends faster than any human analyst.

Your campaign analysis shouldn’t take days anymore. Feed your data into the right AI tool and get insights in minutes. Want to know why some ads are crushing it while others fall flat? AI will spot patterns you might miss after three cups of coffee.

And those endless A/B tests? Let AI generate dozens of smart variations instead of racking your brain trying to come up with “one more way” to say the same thing.

The Real Game-Changers

Video content, specifically “Thought Leader Ads” are ruling LinkedIn, but, everyone knows that editing is a pain. That’s where AI editing tools like Descript or RunwayML come in. You simply upload your raw footage and the AI handles the subtitles, trimming, formatting and anything else you might want done to your video. No more wasting entire afternoons just to get a single video ready to post.

If you want to revamp your older content, tools like MarketMuse or Clearscope can analyze your best performing posts and then help you create fresh new versions that still tick all the boxes. It’s like having a content strategist on speed dial.

And let’s talk about chatbots. Not those annoying “please wait while I connect you” bots from 2017. Modern AI platforms like MobileMonkey and ManyChat can handle real human conversations, answer questions about your products, and even qualify leads while you’re asleep.

Very Common Mistakes While Using Artificial Intelligence

AI isn’t magic. If you feed it garbage, you’ll get garbage back out of it. When prompting it, you need to be very specific and very clear. Think of AI as an incredibly smart but literal intern who needs detailed instructions.

And please, for the love of god, don’t just copy-paste AI-generated content directly into your ads. Use it as a starting point, then add your brand’s voice and expertise. Your audience can smell generic content from a mile away.

Conclusion

Artificial Intelligence tools are transforming how we run LinkedIn ads, whether you like it or not. You can either adapt and use them to belittle your competition or just keep doing things the slow way and watch your competitors zoom past you.

Start small, pick one area where you’re wasting the most time, and let AI handle it. Once you see how much time and energy you save, you’ll wonder how you ever managed without it.

The choice is yours. Just don’t come crying when your manually-created ads get buried by competitors who embraced the future.

Tapping into Customer Insights for Personalized, High-Impact Campaigns

Posted on by Will Yuste

As you already know, but we’ll say it out loud – it’s crucial to understand your audience’s needs and wants. Period.

In today’s world, audiences are well-informed and expect customized, relevant content that speaks directly to their needs. If you want to connect to your audience more authentically, you need to utilize these insights, and you will drive better results. 

Understanding and Aligning With Your Audience

The foundation of any successful LinkedIn Ads campaign lies in understanding the audience. LinkedIn provides a batch of powerful analytics tools that give a thorough look into your audience’s demographics, job roles, professional interests, and engagement models. By plunging into these insights, businesses can create an ideal profile of their target audience, allowing for more precise ad targeting. This targeted point of view ensures that the right people see your message, which can lead to higher engagement and conversion rates.

Customised Content to Meet Audience Needs 

Once you know your audience, the next step is framing content that speaks directly to them. Today’s customers long for personalization, so creating ads that address their specific challenges, needs, and expectations can significantly increase relevance. Composing messages that speak to pain points or share valuable insights that resonate with where they are in their journey. Personalized content shows your audience that you understand their unique situations, making your ads feel more relatable and growing the possibility of engagement.

Using Videos to Build a Genuine Connection with Your Audience

Video content is gradually popular on LinkedIn and is a powerful tool for creating a personal connection with your audience. Consumers are more likely to engage with videos because they’re effectual, easy to consume, and can communicate quickly. Including videos in your LinkedIn Ads allow you to interface with your audience on a more personal level and help your brand stand out in a sea of static content.

Optimise Ad Performance with Insights

Running LinkedIn Ads isn’t an easy process, it’s about improving continuously. Frequently analysing ad performance metrics such as CTR-s, engagement rates and conversions gives beneficial feedback on what is working and where you need to improve. When you understand these insights, you can make data-driven decisions to upgrade your campaigns. Adjusting your strategy based on this feedback can lead to better ROI over time.

Adapt Your Strategy with Each Stage of the Consumer’s Journey

Winning LinkedIn Ads guide the audience through the buyer’s journey. It’s about crafting CTA-s that are in alignment with the customer’s current stage, whether they are exploring solutions or ready for decision-making. Making ads that are in alignment with each stage helps move potential buyers down the funnel and make them customers.

The Key Is in Testing

When you experiment with divergent formats, content styles and different targeting options, you get valuable insights into your audience’s needs. With each adjustment, your campaigns become more powerful. These improvements increase LinkedIn Ads’ relevance and bring stronger results over time, maximising the efficiency of your ad budget.

The Bottom Line

Audience insights are crucial for creating effective LinkedIn Ads that do more than reach people—they bond, resonate, and drive action. By understanding your audience, personalizing content, using video, and optimizing based on insights, you can build campaigns that stand out in an overflowing digital outlook and achieve stronger business outcomes.

So why wait? Transform your LinkedIn Ads strategy today by putting these audience insights into action. Book a call to learn how we can help you achieve stronger results with data-driven campaigns.