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Summary

In this episode, AJ Wilcox interviews Taina Palumbo Price, Head of Product Marketing at LinkedIn Ads, to discuss one of LinkedIn’s most impactful new ad formats: Thought Leader Ads. This feature allows advertisers to promote organic posts from employees (and soon even people outside the company) directly from Campaign Manager, leveraging the trust, credibility, and reach of personal profiles over corporate pages. Taina shares that this product was created in response to years of feedback from B2B marketers who wanted to amplify their internal experts’ voices. While originally intended as a top-of-funnel brand awareness tool, companies have found success using it throughout the funnel — even for hiring campaigns or product promotions. Early results show much higher CTRs (up to 5%) and significantly lower CPCs ($2–4) compared to traditional sponsored content.

Taina and AJ emphasize that the real power behind Thought Leader Ads is authenticity. Audiences are more likely to trust and engage with messages coming from real people they admire or respect. Taina teases exciting upcoming features — including the ability to promote posts from individuals outside your organization and add UTM parameters or ad names for better tracking. Overall, this episode showcases how LinkedIn is empowering B2B marketers to be more creative, emotional, and effective — finally closing the gap between B2B and B2C. Thought Leader Ads represent a major step forward in making B2B advertising more human, more strategic, and more impactful.

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