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Tag: Tips

New Rules of LinkedIn Lead Gen Marketing for 2025

Posted on by Will Yuste

If there’s one thing I’ve learned from working with hundreds of B2B companies, it’s that most of them are playing LinkedIn lead generation completely wrong. While everyone’s busy copying yesterday’s playbook, the platform has evolved into something entirely different. What worked for lead gen marketing in 2023 won’t just be ineffective in 2025 – it’ll actively harm your results.

I’ve watched countless marketing teams burn through their budgets using outdated B2B lead gen tactics, and honestly? It’s painful to watch. Here’s the good news though: while your competitors are stuck in the past, you’re about to learn the new rules that will dominate LinkedIn lead generation in 2025.

Rule #1: Smart Targeting Over Blind Cold Outreach

Gone are the days when you could spam your way to success in B2B lead gen. LinkedIn’s algorithm has evolved, and so have decision-makers’ expectations. Focus your lead generation efforts on warm prospects who’ve already shown interest in your content or brand.

Smart B2B marketers are ditching mass connection requests (LinkedIn killed that anyway with their 100-per-week limit) and instead using targeted lead gen marketing campaigns that speak to prospects who’ve already engaged with their brand. It’s like showing up to a party where people already know your name – way more effective than cold-calling the entire neighborhood.

Rule #2: Leave Generic Ad Creatives in 2024

Here’s a hard truth about LinkedIn lead gen marketing: generic ads are burning your budget. Your lead generation ads need to be hyper-personalized and retargeting-focused.

Think about it – you’re spending premium dollars on LinkedIn ads trying to convert complete strangers into leads. These cold audiences don’t know your brand, don’t trust your company, and certainly aren’t ready to hand over their contact information just because you asked nicely in a lead gen form.

The result of this is sky-high cost per lead, rock-bottom conversion rates, and a sales team that’s sick of chasing leads who’ve never heard of you before that random form fill.

Get your brand message in front of your target audience, track who’s showing interest in the content you put out and then target those who engaged with more personalized lead gen offers.

Rule #3: Thought Leadership is the New Standard

The biggest shift in B2B lead gen for 2025 is that  Thought Leader Ads are no longer optional – they’re mandatory. LinkedIn has handed us a golden ticket by letting us amplify personal content with ad spend, and if you’re not using it, you’re leaving money on the table.

But keep in mind: your content can’t be the same old corporate fluff. The strategy for lead gen marketing is having authentic, possibly controversial takes that actually make people stop scrolling. Remember, in 2025’s LinkedIn landscape, being forgettable is worse than being wrong.

Rule #4: Focus on the Right Performance Metrics

Your LinkedIn metrics dashboard might look impressive with thousands of leads, but most of those leads probably aren’t worth the pixels they’re displayed on. In 2025, your lead gen success is measured by impact, rather than volume.

Real engagement with decision-makers, leads that convert to actual revenue, and content that starts conversations in your market are your new go-to metrics. Stop counting likes and start counting wins. One qualified lead who becomes a high-value client beats a hundred tire-kickers who downloaded your whitepaper and vanished into thin air.

Rule #5: Integration is Non-Negotiable

Here’s the final rule that will make or break your LinkedIn lead gen marketing in 2025: isolated campaigns are dead. Your lead generation strategy needs to seamlessly integrate with your:

  • Content marketing
  • Account-based marketing
  • Marketing automation
  • Sales enablement

Each piece should feed into the others, creating a B2B lead gen engine that practically runs itself.

The Bottom Line for 2025

The new rules of LinkedIn lead gen marketing aren’t too complicated. Focus on your warm audiences, start using Thought Leader Ads,  integrate your campaigns and prioritize quality over quantity. Don’t chase pointless metrics and start building a lead generation machine that gets you more revenue.

Start implementing these rules now. While your competitors are still playing by the 2023 rulebook, you’ll be building the kind of lead gen marketing system that turns LinkedIn from a money pit into a money print.

Supercharge Your Go-To-Market (GTM) Plan With These Proven Targeting Strategies

Posted on by Will Yuste

On LinkedIn, you can connect with the audience that matters the most to your brand. Your GTM approach can deliver maximum impact when you refine your targeting strategy, that way you can ensure that your LinkedIn Ads resonate with the right audience. 

How to do that? Follow these next 5 steps:

1. Get To Know Your Audience Well

The key to a refined targeting strategy is understanding your audience. Who are they? What are their wants and needs? If you want to run successful LinkedIn Ads you need to dig in and understand your audience’s demographics, job titles, industries, and their professional ups and downs. When you adapt your content to their needs it becomes more engaging which leads to better results. 

2. Learn More About LinkedIn’s Targeting Tools

LinkedIn’s suite of targeting tools is a golden goose for narrowing your audience. Filters include location, company size, seniority, industry, and even interests. You can focus your GTM strategy on the prospects who are more likely to convert, that way you can eliminate wasted spend on the irrelevant audience. 

3. Test, Learn, Then Do It Again

If you want to refine your audience in the best way possible, you need to test. Start small, run a couple of campaigns with different targeting parameters and analyse the results. That way you can find out what is working and what’s not. Use these insights to modify your strategy. The iteration is the key. 

4. Keep Focus on Your Objectives

What do you want to achieve with your business? Do you want to increase brand awareness, generate leads or drive more sales? Each of these goals calls for a unique targeting plan. The important thing is to stay focused on your goals. 

5. Use Advanced Features and Target Smarter

Using Insights Tag and Matched Audiences will take your LinkedIn Ads to the next level. You can do this by targeting website visitors and making custom lists, which will help your ads be more effective and get you closer to the right audience. 

To Conclude

When you use LinkedIn’s tools the proper way, you can understand your audience better and purify your approach through testing and learning. That way you can get a LinkedIn Ads strategy that brings you real results such as better engagements, real conversions and in the end –  significant results.

Your LinkedIn Targeting Strategy Needs an Upgrade

Posted on by Will Yuste

Is your LinkedIn ad spend looking more like a charity donation than a business investment? Let me guess, you’re probably just clicking through those basic targeting options, hoping something sticks. That’s exactly why your campaigns are burning cash…

Listen, LinkedIn’s targeting capabilities are insanely strong, but most advertisers are merely scratching the surface. Let me show you how to stop bleeding money and start using LinkedIn’s advanced targeting features like a professional.

Layered Targeting

Here’s where most people mess up: they pick a job title, maybe an industry, and call it a day. That’s like trying to hit a bullseye while wearing a blindfold. Smart targeting means combining multiple filters to create your perfect audience.

Want to target decision-makers in tech companies? Don’t just target “IT Director” – layer that with company size, industry specialization, and engagement metrics. The magic happens when these filters work together to narrow down your audience to the people who actually matter to you.

Get Technical with Your Approach

LinkedIn’s website demographics feature is criminally underutilized. By installing the LinkedIn Insight Tag on your website, you can see exactly what kinds of professionals are already visiting your site. This isn’t just data, but golden intel for your targeting strategy.

Take that data and create lookalike audiences based on your best performing visitor segments. Now you’re not just guessing who might be interested, you’re targeting people who match the profile of those already engaging with your brand.

The Power of Matched Audiences

Speaking of website visitors – LinkedIn’s matched audiences feature is like having a second chance with everyone who’s shown interest. Retargeting these warm leads with tailored content isn’t just smart but essential. These people already know who you are, so your ad spend goes much further.

But here’s the real pro tip: Use LinkedIn’s account targeting. Upload a list of your dream clients and target specific companies directly. Combine this with job function targeting, and suddenly you’re reaching exactly who you need at the companies you want.

Event-Based Targeting Works

Did your company just host a webinar? Get a bunch of downloads on your latest whitepaper? Use these engagement signals. Create custom audiences based on event attendance or content downloads. These people have already shown interest in your expertise – they’re prime candidates for your next campaign.

Advanced Tips Straight from the Pros

  • If you want to get real technical with it, listen to this: when you combine multiple targeting options, LinkedIn uses “AND” statements between categories and “OR” statements within them. Translation? If you target “Marketing Manager” OR “Digital Marketing Manager” AND companies with 50-200 employees AND the software industry, you’re creating a hyper-specific audience that’s actually worth your ad spend.
  • LinkedIn’s Matched Audiences feature has a 300-account minimum for company targeting, but most people don’t realize you can get around this by using domain targeting instead. Upload your company list with domains rather than names, and suddenly you’ve got a much more flexible targeting option.
  • Layer engagement retargeting with your other targeting parameters. Create an audience of people who’ve watched at least 75% of your video content, then combine that with job seniority and company size filters. You’re not just targeting the right titles anymore – you’re targeting the right people who’ve already shown deep interest in your content.

In short:

Stop treating LinkedIn targeting like it’s a simple “set it and forget it” tool. The platform offers sophisticated targeting options that, when used correctly, can transform your campaigns from money pits into lead-generating machines.

Remember: Smart targeting beats big budgets every time. Now get out there and start targeting like you mean it.

Stop Wasting Time: The Only B2B LinkedIn Strategy You Need in 2025

Posted on by Will Yuste

Still throwing money at Facebook ads or chasing Instagram likes while your B2B sales flatline? Wake up. The real money in B2B isn’t in those endless social feeds, it’s on LinkedIn, and if you’re not there with a good strategy, you’re leaving piles of cash on the table.

I know what you’re thinking: “LinkedIn is just another social platform.” Wrong. Dead wrong. While other platforms are drowning in dance challenges and food videos, LinkedIn is where serious business decisions get made. And the best part is, most companies are completely botching their LinkedIn presence, which means there’s a golden opportunity for you to step in.

Why LinkedIn?

LinkedIn isn’t just another social media platform where people scroll mindlessly through cat videos. It’s where decision-makers go when they’re ready to solve problems and spend money. If you do it right, that money could be going into your pocket!

Think about it – when was the last time someone made a six-figure B2B purchase because of a Facebook post? LinkedIn is where the real business happens, and right now, it’s like finding a gold mine that everyone walks past every day.

Content That Actually Makes Money

Forget about posting motivational quotes or sharing generic company updates. That stuff is dead on arrival. If you want to generate serious demand, you need two types of content that move the needle:

  • Expert Content: Share the deep, nitty-gritty details of your industry that nobody else is talking about. Show people how you do what you do. The more specific and tactical you get, the more you’ll stand out.
  • Personal War Stories: Talk about the fires you’ve put out, the mistakes you’ve made, and the lessons you’ve learned. Nothing builds trust faster than showing people you’ve been in their shoes and found a way out.

Video Is King, But Only If You Do It Right

I know, getting in front of a camera feels about as comfortable as a root canal. But the truth is, video content on LinkedIn is absolutely crushing it right now, and the barrier to entry is lower than you might think.

Here’s what you actually need:

  • A decent webcam (stop using your laptop’s built-in camera)
  • Basic lighting (even a $30 ring light works)
  • A microphone that doesn’t make you sound like you’re underwater
  • Something valuable to say (this is where most people fail)

The Strategy That Works

Start with one weekly video where you break down a specific problem your target audience faces. Don’t try to sell anything – just solve problems. Break that video into 3-4 shorter clips, each focusing on a key point.

Then, take those clips and turn them into:

  • Native LinkedIn posts with key takeaways
  • Short-form articles expanding on specific points
  • Discussion starters in relevant LinkedIn groups

The magic happens when you start seeing which topics get the most engagement. Double down on those themes, and suddenly you’ve got a content engine that generates leads while you sleep.

In Conclusion

Stop overthinking it. LinkedIn B2B demand generation isn’t rocket science – it’s about showing up consistently with relevant info that your audience can’t find anywhere else. Start with video, focus on solving real problems, and watch your pipeline fill up with qualified leads who already trust you.

Remember: While your competitors are busy trying to figure out the latest social media trend, you’ll be building a B2B demand generation machine that actually works. Now get out there and make it happen.

Fix Your Website’s Bounce Rate Before It Kills Your Business

Posted on by Will Yuste

I get it, your website might look amazing, but if visitors are leaving as soon as they click on it, you’ve got a serious problem. 

Your bounce rate is killing your conversions, and those beautiful designs you spent thousands on might as well be invisible if nobody sticks around long enough to see them.

What’s Actually Killing Your Website Performance?

First off, bounce rate means someone landed on your page and immediately noped out of there without checking anything else. According to SEMrush, anything above 40% is a red flag. But here’s the kicker – most B2B websites are hemorrhaging visitors without even realizing it. Don’t be like them.

Speed: The Silent Conversion Killer

If your website loads slower than a snail in molasses, you’re dead in the water. Visitors won’t wait around – they’ll bounce straight to your competitors. Especially with the majorly reduced attention spans we’re living with today. Aim for a one-second load time, anything more and you’re burning money.

Common speed killers include:

  • Unoptimized images that are way too big
  • Too many fancy plugins doing nothing useful
  • Cheap hosting that can barely handle traffic
  • Outdated platforms collecting digital dust

Mobile First or Don’t Bother

Here’s a wake-up call: If your site isn’t perfectly optimized for mobile, you’re living in 2010. “Responsive design” isn’t enough anymore. Your site needs to work flawlessly on every device, or you’ll keep losing visitors.

Content That Converts

  • Headlines that actually mean something
  • Clear navigation that doesn’t need a manual
  • Calls-to-action that aren’t boring “Learn More” buttons
  • Social proof that shows you’re the real deal
  • FAQs that answer real questions, not corporate fluff

Pro tip: Put your main call-to-action where people can actually see it – above the fold. Don’t make visitors hunt for it like it’s buried treasure.

Test Your Ads, See What Works, Improve

Stop guessing what works. Use Google Analytics to track your bounce rate and see which pages are driving visitors away. 

Run A/B tests on different headlines and layouts but change one thing at a time so you know what’s actually moving the needle. Talk to your actual customers about what they want – their feedback is worth more than a thousand marketing meetings.

Final Thoughts

Your bounce rate isn’t just a number – it’s potential revenue walking out the door. Focus on speed, mobile optimization, and content that actually speaks to your visitors. Test everything, measure what works, and keep improving. Because in B2B, every visitor that stays could be your next big client.

Want your website to stop leaking visitors? Start implementing these changes today. Your conversion rate will thank you.

Cracking the LinkedIn Ads Code: What Works in 2025

Posted on by Will Yuste

We’re going to cut through the fluff and share what works in LinkedIn advertising. After years of testing and optimizing campaigns, we’ve developed strong opinions about each ad format. Let’s dive into the good, the great, and the occasionally frustrating world of LinkedIn ads.

The Heavy Hitters: Feed-Based Ads

Single Image Ads: The Foundation of Success

Look, we get it. Single-image ads might seem basic, but they’re our bread and butter for a reason. The secret? It’s all about matching the message to where your prospect is in their journey:

When they don’t know you, keep it dead simple:

  • Drop the jargon
  • Focus on one clear pain point
  • Show how you’re different (but don’t try to explain everything)

Once they know you? That’s when we love showcasing customer wins and industry recognition. Trust us, it hits differently when they’ve already visited your site.

Video Ads: The Trust Builders

We’re obsessed with video ads for one main reason: they tell us exactly how interested someone is. When we see someone watch 75% of our video, we know we’ve got their attention. Plus, there’s nothing quite like the video for:

  • Explaining complex services
  • Showing your team in action
  • Breaking down complicated topics

Carousel Ads: The Storytellers

Here’s the thing about carousel ads – most people use them wrong. They’re not just for showing multiple products. We’ve found they work best for:

  • Walking through a process
  • Showcasing different aspects of a solution
  • Building a narrative that pulls people in

Document Ads: The Lead Magnets

We love document ads because they’re different. Instead of asking someone to leave LinkedIn, they can consume your content right there in their feed. It’s perfect for:

  • Industry reports that establish authority
  • How-to guides that solve real problems
  • Case studies that prove your worth

Conversation Ads: The Personal Touch

These are tricky to get right, but when they work, they work. The key is hyper-personalization. We’re talking:

  • Industry-specific messaging
  • Role-based pain points
  • Clear, valuable next steps

Spotlight Ads: The Budget-Friendly Option

Nobody talks about these enough. They sit quietly on the right side of the feed, but here’s what makes them special:

  • They’re surprisingly affordable
  • They can be highly personalized
  • They’re perfect for staying top-of-mind

Text Ads: The Silent Workers

Let’s be honest – text ads aren’t that much fun. But they serve a purpose, and they serve it well:

  • They’re incredibly cost-effective
  • They keep you visible
  • They support your bigger campaigns

Our No-Nonsense Tips for Success

Stop trying to sell in cold ads Instead, focus on helping your prospect understand:

  • Why they should care
  • What makes you different
  • What’s in it for them

Match your content to the scroll speed. People scroll fast. Really fast. So:

  • Lead with your strongest point
  • Use clear, compelling visuals
  • Make your value proposition obvious

Test everything, but be smart about it We’re not saying test every little thing. Test what matters:

  • Headlines that grab attention
  • Images that stop the scroll
  • Offers that drive action

The Real Talk About Budgets

Here’s what we’ve learned about spending money on LinkedIn ads:

  • Start with single-image ads to find your audience
  • Use video ads when you need to explain something complex
  • Save conversation ads for your most qualified prospects

What Matters in Measurement

Forget vanity metrics. Focus on:

  • Cost per qualified lead
  • Lead-to-opportunity conversion
  • Return on ad spend

And remember – LinkedIn leads often take longer to convert, but they’re usually worth the wait.

Looking Ahead

The LinkedIn ads platform keeps evolving, and we keep adapting. What’s working right now:

  • Native content that doesn’t feel like an ad
  • Educational content that solves real problems
  • Multi-format campaigns that work together

Success on LinkedIn comes from using different ad types together to talk with your audience. Start simple, measure what works and then do more of what works well! LinkedIn advertising takes time to work well, but when you do it right it helps you reach business customers very effectively!

Video Engagement: How To Boost Watch Time in Video Ads

Posted on by Will Yuste

Video ads have become crucial in today’s dynamic digital outlook, for grabbing attention, engaging viewers and making conversions. The Watch Time metric has become a critical measure of success. 

What is Watch Time exactly and how can you use it to maximise the impact of your ads?

This article will open your eyes, let’s dive into it!

What is Watch Time?

Watch Time is a powerful metric that measures the percentage of a video that viewers watch and indicates how well your video content holds their attention. It gives helpful insights into how relevant and engaging your content is to your audience. The higher the watch time is – the more compelling your video ad is.

On LinkedIn, Watch Time is a strong indicator of content quality as it is on other, similar platforms. If the watch time is high, it indicates that your ad is worth sharing, and by sharing it, increasing its reach and visibility. 

Why Is Watch Time So Valuable for Video Ads?

In these crazy times where users are surrounded by various content, taking and maintaining attention is, we must admit – harder than ever. So, a high Watch Time can boost the visibility of your ad, be more engaging, and, finally, lead to higher ROI. Let us show you why Watch Time should be a top priority:

Better Reach: If the watch time is high, that shows that your audience finds your ad valuable. This helps your organic reach get higher. 

Stronger Engagement: When people watch more of your video, they’re more likely to remember your brand and take valuable action.

Better ROI: The Higher the Watch Time – the more engagement your video will get from your viewers.

The Best Strategies to Maximize Watch Time for Video Ads

Here are some reliable techniques that can help you improve watch times and create ads that truly resonate with your audience.

1. Prioritize creating high-quality, relevant content.

When you make a video ad, you should have your audience in your mind. It’s not enough that they are visually captivating; the content itself needs to be suitable and valuable. Find your audience’s specific needs, interests, and sore spots to create a more personalised and effective message. When viewers feel that an ad is “speaking to them”, they’re more likely to stay and watch the full video.

2. Captivating Storytelling

Storytelling is a strong tool for holding the viewer’s attention. Use a narrative that takes your viewers on a journey. Emotional stories, that inspire curiosity, or provide valuable insights can be particularly effective in keeping viewers engaged. Whatever it is, find a narrative style that resonates with your brand and audience.

3. Be Careful With Your Video Length

Length matters in video advertising. Shorter videos generally perform better in maintaining attention, even though it is said that there is no one-size rule for videos. A concise video that delivers value without unnecessary fluff will likely hold viewers’ attention. Experiment with different lengths to find the best for your audience and platform.

4. Make Your Opening Eye-Catching

The first seconds of your video are really important, and use it tactfully. You can try it with a bold statement, a question, or a visually stunning scene. If you have a strong opening it will encourage viewers to stay and watch the video, maybe even until the end. 

5. Implement a Clear CTA (Call-To-Action)

The clearer the CTA is, the better results your campaign will have. If you want them to visit your website, register for an event, or learn more about your brand, your CTA should be clear. A great CTA doesn’t just bring engagement – it can also provide higher conversions.

6. Data Insights Are Crucial To Use

With data insights, you can get a clearer picture of what is working and what’s not in your campaigns. Tracking Watch Time and other useful metrics will show you what is working the best for your videos, and that way you can refine your content for future ads. 

In The End

By keeping your audience engaged you will create stronger and more meaningful bonds, and the way to do it is by creating magnificent videos that will bring excellent results to your brand.  

Get Your Money’s Worth: ROI and Budgeting Tips for LinkedIn Video Ads

Posted on by Will Yuste

Ever feel like running LinkedIn ads is a lot like tossing money into a wishing well? You throw in your budget, cross your fingers, and hope for the best.

Hope isn’t a strategy. Every dollar should give you specific results, and if it’s not, you gotta put it somewhere else. If you’re not tracking ROI and managing your budget, you’re not just wasting money, you’re boosting someone else’s success.

Let’s turn that around. I’ll teach you how to optimize your ad budgets, pick the right bidding strategies and track ROI to make sure every dollar you spend is working for you. No coin tosses or wishing wells required.

SOME BUDGET BASICS YOU NEED TO KNOW

Your budget isn’t just a dollar amount, it’s the tool that determines how often and where your ad will be seen. On LinkedIn you’re playing in one of the most competitive ad spaces. Without a well-thought-out budget, even the best video ads will fail to gain traction.

Every campaign you run should have a specific goal in mind: brand awareness, lead generation, or conversions. This will decide how much cash you’ll need to throw at them.

  • Awareness campaigns typically require larger budgets and have greater reach.
  • Conversion-focused campaigns work best with a smaller, highly targeted audience.

Don’t skimp on testing, allocate about 5–10% of your overall budget to test slightly different variations of your ads. That’s the easiest way to find out what works best. We talk more in depth about this topic in this article.

Keep in mind that LinkedIn CPM (cost per thousand impressions) and CPC (cost per click) are higher than other platforms. Plan your budget with this in mind because nothing’s worse than realizing halfway through your campaign that your wallet’s already tapped out.

CHOOSE THE RIGHT BIDDING STRATEGY 

LinkedIn will try their very best to hide the single best bidding option from you – Manual Bidding. I can’t say I blame them because Automatic bidding takes the most amount of money out from your pocket and into theirs. Safe to say you shouldn’t be using that option, or any other variations of it they come up with.

LinkedIn Campaign Manager bidding options

Stay on manual mode, choose an amount that you’re willing to spend on ads and you’ll save a lot of money going forward.

TRACK YOUR RETURN ON INVESTMENT!

If you’re not tracking ROI, your ad campaigns are nothing more than expensive guessing games. But don’t worry I’ve got good news! LinkedIn already has most of the tools you need to track your ad performance, if you know how to use them.

In your Campaign Manager, keep an eye on Conversion Tracking . Set up clear conversion goals like sign-ups, purchases, or downloads and Campaign Manager will show you which ads are driving results. Pair that with the Demographics Report to see who’s converting and who’s just lurking.

Use the Insight Tag. It’s a piece of code you drop on your website so you can see what happens after someone clicks your ad. Did they fill out a form? Download your whitepaper? That’s the stuff you need to know to know if your ads are pulling their weight.

Check your results often, spot the ads doing their job, and ditch the ones wasting your cash. Then, take what’s working and go all in. Simple. That’s how you turn LinkedIn ads into actual results instead of a money pit.

The Takeaway: Budget Wisely, Track Relentlessly

Don’t let LinkedIn push you into spending more money than you need to. That money can be used to run even more ad campaigns. Take control of your campaign manager and keep an eye on the results you’re getting from those ads.

Now that you have the know-how, try using these tips on the campaigns you’re already running, and I bet you’ll see positive results in no time. 

Purifying Your Targeting to Achieve Better Product Market Fit on LinkedIn

Posted on by Will Yuste

If you want to achieve optimal Product-Market Fit (PMF) you need to ensure that your product meets market demands and resonates with your target audience. LinkedIn offers various opportunities for precision targeting and helping you enhance your PMF. 

Here are several ways how you can leverage LinkedIn’s features to reach powerful PMF.

1. Understand Your Audience

You need to know your audience inside out. Learn what their pain points, needs, and preferences are. Segmenting your audience is available through LinkedIn’s demographics and interest-based targeting. That way you can divide your audience with precision, and ensure that you are reaching those who will benefit from your product. 

2. Customise Your Messaging

The next step is to make personalised messages that resonate with each part. The key to aligning your product with market needs is to help your audience see how your offer can help their unique demands.

3. Make Engaging Video Content

Video ads work well on networks like LinkedIn, boosting high engagement rates. By using videos you have the opportunity to show your brand’s unique value proposition and create a narrative that shows your audience how your product or service is deeply needed. 

4. Engage With Your Audience and Retarget

When you engage with your audience you create the opportunity to build a relationship and a stronger foundation for the future. Use LinkedIn’s retargeting tools to stay on your leads’ radar, nurture them with a clear funnel, and guide them step by step toward becoming customers.

5. Make Feedback Loops

Use LinkedIn campaign engagement metrics to fine-tune your audience targeting and product offerings. This ongoing process helps your product stay aligned with market needs and consistently improves your product-market fit.

6. Track and Adapt

Measure engagement rates, conversion rates, and lead quality to provide actionable insights that will help you better adapt what your brand has to offer to your customers’ needs. 

7. Optimise Regularly

Maintaining PMF is a continuing process. Use LinkedIn’s campaign feedback and adapt your targeting and marketing strategies. By using every needed insight you can improve your alignment with the market. 

By honing your targeting, crafting personalised messages, and continuously optimizing on LinkedIn, your business can strengthen its Product-Market Fit. This connection won’t just make your customers happier—it’ll fuel lasting growth and help you thrive in even the toughest markets.

5 Tips for Getting the Most Out of Your LinkedIn Video Ads

Posted on by Will Yuste

LinkedIn video ads can be a game-changer, but they need a little finesse if you want to get real results without draining your budget. LinkedIn ads are an investment, and to make them work, you’ll want to approach them strategically. Let me walk you through everything from how to refine your ad content to A/B testing, placement, and getting your audience to take some action. So, let’s see what makes a video ad really work.

Nail your ad’s creative elements

Let’s start with the basics: your ad’s creative elements—how it looks, what it says, and the overall vibe. LinkedIn is a professional space, but that doesn’t mean your ad has to be boring. Authenticity and a natural tone are what get people to stop scrolling.

  • Avoid the hyper-polished, corporate look. LinkedIn users respond well to content that feels real, so go for visuals that are professional but also approachable.
  • Keep your message focused and impactful. Instead of broad statements, zero in on a specific value or insight that you know your audience will care about. Less fluff, more value.
  • Ditch the corporate jargon. A conversational, friendly tone works wonders here. Imagine you’re speaking directly to a colleague—make it sound like real talk, not a sales pitch.

If you get these basics down, you’ll have a lot more genuine feeling ad, which is exactly what catches peoples’ attention.

Use A/B testing to find what works

Guesswork isn’t enough when you’re spending on ads. A/B testing lets you figure out exactly which elements of your ad are really doing the heavy lifting, whether it’s your CTA, visual, or maybe even the headline.

Start by picking one variable to change, like the headline or the CTA and then run 2 versions of the ad to see which one performs better. This way, you’ll know exactly what’s making a difference. Pay attention to metrics like click-through rates (CTR) and engagement. These give you a clear picture of what’s working (and what’s not).

Don’t just test once and be done with it. Audience preferences can and do change over time, so keep testing every few weeks to make sure your ads stay relevant.

A/B testing is about finding out what resonates with your audience so you can keep getting better results.

Align your ads with your overall marketing strategy

You want your ads to feel like a part of a larger plan, not just random one-offs. Make sure they fit in with the rest of your marketing strategy. It’s also very important to keep your branding consistent: same brand voice, same logo and same colors. This will help you build trust with consumers and make your brand more recognizable.

You can look at other companies and how they do their advertising or check out this post to find out how you can improve your own marketing strategy, while keeping the spend low.

When to advertise and when to stop

LinkedIn users are most active on weekdays, obviously you won’t have a whole lot of people scrolling  on a weekend, particularly in the mornings and afternoons is when they’re in work mode and open to professional content. Aim for Tuesday to Thursday for a sweet spot on engagement—this is prime time for people to pause and listen to what you have to say.

Here’s a pro tip: When it comes to frequency, less is definitely more. Rotate your video ads regularly, so your audience doesn’t feel overwhelmed by the same message over and over. Aim for a frequency of 1-2 ads a week. Trust me, you don’t want people commenting on your ads begging to stop seeing them…

Calls to action that actually work

Alright, you’ve got their attention—now what? Don’t let a weak call to action ruin all that hard work. A strong CTA is how a good ad becomes a great lead generator. Make it clear, direct, and action focused.

Forget the vague stuff you see all the time from inexperienced advertisers like “Click Here” or “Learn More.” Instead, be more specific and enticing with things like “Discover how we can help” or “See industry insights now”—the goal is to make it super clear why they should take the next step.

In conclusion

Use these tips as a general guideline and you’ll already be ahead of most of your competitors. Use good-looking creatives relevant to your brand, keep trying different versions of your ads to see what works best, don’t advertise too much and have a good call to action.

Need more help with LinkedIn ads? Book a free call with us to find out how you can maximize your ad impact with a fraction of the spending.

FV 20: How to Make B2B Outbound Work in 2024 | John Karsant

Posted on by Will Yuste

In this episode, our host Will Martin sits down with John Karsant, the founder and CEO of LevelUp Leads, about all things outbound sales.

They discuss the challenges of outbound sales for SMBs, how important it is to define your ideal customer profile (ICP), and some common mistakes companies make in their outbound efforts. 

They also talk about the tech stack and data tools used in outbound sales, as well as the importance of good copywriting and strategy in cold outreach.

John Karsant goes on about the effectiveness of different outbound channels, with a focus on cold calling and email. He emphasizes the importance of instant feedback and the ability to make adjustments quickly when using cold calling. 

He goes on about the value of conferences and events in generating leads, shares his strategies on how to approach different industries and points out just how important it is to have case studies and a proven track record of success.

John discusses the importance of hiring skilled SDRs and providing them with better training and compensation. Finally, he mentions the need for constant improvement and adaptation in the outbound industry.

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TAKEAWAYS:

  • Outbound sales is tough for SMBs—common mistakes can derail efforts without a clear strategy.
  • Figure out your Ideal Customer Profile (ICP) to target the right job titles and pain points effectively.
  • Simplify your tech stack to avoid overlapping tools and focus on solving specific problems.
  • Cold outreach needs to be sharp: keep it short, relevant, and focused on pain points.
  • Sequence length matters—four touchpoints often hit the engagement sweet spot.
  • Cold calling provides instant feedback and helps you refine your approach quickly.
  • Conferences and events drive leads if leveraged strategically.
  • Case studies build trust by showcasing proven results.
  • Skilled SDRs are key—train and compensate them well if you want better outcomes.
  • Continuous improvement is essential in the ever-changing outbound sales game.

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TIMESTAMPS:

00:00 Introduction and Background

‍00:43 Common Mistakes in Outbound for SMBs

‍03:38 How to Nail Down Your ICP (Ideal Customer Profile)

‍05:16 List Building Process and Data Quality

‍06:50 Do you Need to Outsource Outbound to Make it Work?

‍11:55 Outbound Tech Stack and Tools

‍18:13 Do’s and Don’ts in Cold Email Copywriting

‍25:13 Email is Down, Cold Calling is Up

‍27:46 New Outbound Strategies: What’s Working

‍39:32 Client Success Story: TDK

‍42:10 Offers that Win with Outbound

‍46:22 Future of Outbound Marketing

‍49:37 Conclusion and Final Thoughts

FV 14: Inbound-led Outbound, Organic Social & Founder Brand | Adam Robinson @RB2B.com

Posted on by Will Yuste

Adam Robinson, founder and CEO of Retention.com, shares his experience with building a lean B2B company and using the power of organic social media to his advantage. He stresses the critical role of having a standout product that drives word of mouth growth while pushing back against the pressure to over-hire.

Adam also explains why outbound marketing struggles in today’s saturated market and how an inbound-led-outbound strategy can disrupt at VC scale, especially for high-ACV products. He put emphasis on founder branding as a key trust-building tool and explains how creating “unmeasurable” content can establish authority and amplify reach.

The discussion rounds out with thoughts on RB2B’s performance, its match rates, and features of its paid plan, teasing some interesting upcoming launches.

Takeaways:

  • Remarkable products fuel growth: A great product warrants word-of-mouth success and higher revenue per employee.
  • Stay lean: Avoid unnecessary hiring by focusing on efficiency and a small, effective team.
  • Organic social is a multiplier: Quality content paired with interest-based algorithms gives you exponential growth.
  • Outbound struggles in saturated markets: Inbound-led-outbound strategies offer scalability for high-value products.
  • Founder branding builds trust: Positioning the founder as an authoritative, relatable figure resonates with audiences.
  • RB2B insights: Its US traffic match rate is ~8%, with room for improvement using tools like reverse IP lookup.
  • RB2B paid plan perks: Features include visitor insights, ICP filtering, and integrations with tools like Slack and HubSpot.

TIMESTAMPS:

‍0:00 The story of how Adam got into video

‍24:11 How to get to $1-2M in ARR per employee

‍39:20 Why is organic social media so powerful right now

‍42:30 Diminishing response and deliverability rates in outbound

‍46:05 Inbound-led outbound as a GTM motion

‍49:25 Outbound (push) vs inbound/organic (pull)

‍50:50 Chris Walker’s playbook vs Adam’s

‍1:02:50 Is inbound-led outbound only for low-touch/PLG SaaS?

‍1:14:14 Resolving and accuracy/match rates: RB2B vs Clearbit vs 6Sense

‍1:19:10 What the RB2B paid plan gets you