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Episode 10: What should you offer from LinkedIn Ads

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Summary:

Funnels are the backbone of effective LinkedIn Ads strategy, especially for B2B lead generation. Since LinkedIn’s targeting is best for reaching cold audiences, it’s crucial to design a funnel that nurtures users from first touch to conversion. The key is to avoid pushing a demo or purchase right away—instead, use value-first content like ebooks, webinars, or checklists to drive initial engagement. From there, move users down the funnel using retargeting audiences, email sequences, and smart segmentation based on how users engage.

To build these sequences effectively, marketers can leverage LinkedIn’s native retargeting, including form opens, video views, and website visits. Combining these with CRM integrations, marketers can identify which audiences convert, when to exclude or advance them in the funnel, and how to craft multi-step journeys. A key metric for success: aim for 15%+ conversion rates on top-of-funnel offers. And when it comes to attribution, consider tracking every touchpoint—not just first or last click—to optimize campaign performance and allocate credit fairly. Done right, LinkedIn Ads become not just a source of traffic, but a scalable sales engine.

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