PART 1
Bottom-of-Funnel LinkedIn Marketing
Agenda Intro
Message & Conversation Ads
Sales Navigator & Outreach
Image & Video Ads
Text Ads
Other
Part 1 focuses on lead
generation
How the fastest growing B2B
companies invest
We'll start at the
BOTTOM of the funnel
Create ads & content for each
stage of the awareness
TOFU MOFU BOFU
BRAND PROBLEM CATEGORY PRODUCT FREE OFFER PAID OFFER
UNAWARE UNAWARE UNAWARE UNAWARE UNAWARE UNAWARE
Consultation
Trial
Review
Audit
BOFU is less artistic,
less emotional,
more rational
Short Term Decisions & Responses
VS
Long Term Memory & Associations
Agenda Intro
Message & Conversation Ads
Sales Navigator & Outreach
Image & Video Ads
Text Ads
Other
Message ad example
Why message ads
are a good place
to start
SIMPLE
NO WEBSITE/LANDING PAGE (CRO ISSUES)
GRAPHICS NOT NECESSARY
HELPS YOU FOCUS ON COMPELLING OFFER
VERY BOFU
Message ad results
Why this message ad works
SELL THE OFFER, NOT THE PRODUCT
OFFER OR SPECIAL
INCENTIVE PERSONALIZATION
VISIBILE
BENEFITS
PROOF (RESEARCH)
ADDRESS OBJECTIONS
PROOF(SOCIAL)
PERSONAL SENDER
Download leads
Seeing
performance
Message ad tips
CTR IS BASICALLY OPEN RATE! CONVERSATIONAL TONE
USE VARIABLE LIKE %FIRSTNAME%
IMAGE TO SIDE TO GOES TO LANDING
First name, last name, job title, company
PAGE
name, industry <--BE CAREFUL
NOT CPC!
Agenda Intro
Message & Conversation Ads
Sales Navigator & Outreach
Image & Video Ads
Text Ads
Other
Conversation ad
example
How I Generated 5X Return
From One LinkedIn
Conversation Ads Campaign
— JASON WIDUP OF METADATA
Though controversial, coupling
$100 DoorDash gift card for demo youroffer with a special incentive
is effective
Audience: 50,000
Spend: $266,000
Average cost per send: $0.30-0.70
Demo requests: 2,089
Pipeline: $5.3M
Revenue: $1.3M
PICK THE RIGHT INCENTIVE IN PRE-
Advice from SENDER HEADER ($100+)
Jason SHOW YOU
UNDERSTAND THE
SOCIAL PROOF IN PROBLEM & HOW TO
INTRO SOLVE IT
PLAN FOR MONEY GRABBERS: E.G., QUALIFYING
CRITERIA
Conversation ads give
prospects agency
“To avoid getting shot down, allow for agency. Guide the
path but make sure people feel like they’re still in control.”
Dr. Jonah Berger, The Wharton School
Up to 5 CTAs with conversation ads
Agenda Intro
Message & Conversation Ads
Sales Navigator & Outreach
Image & Video Ads
Text Ads
Other
Ebooks are not 3 Step Outreach Process
efficient at LIST BUILDING
Account List -> Lead List -> Email List*
collecting
AUTOMATIONS
“leads” LinkedIn Visits, Requests, Messages + Emails
PERSONALIZED OUTREACH
InMail, Email, Direct Mail, Etc.
Sales Navigator
Account Search
Save your account list
Search for leads/personas
WITHIN account list
Extract the emails with
Skrapp.io
Export the emails to a CSV with Skrapp.io
Import the emails into your cold email tool
Validate the emails
Set up automations
• Automate LinkedIn visits, invitations & messages
• Can test entire sequences and individual messages
• Limit the # of LinkedIn automations & emails
• Use a different domain
• Warm up your email address
Cold email tip #1: Do not ask for a meeting!
Gong research based on 300,000+ emails:
“You are 2x+ more likely to book a meeting
during a cold email when asking your
prospect for their interest versus asking for
time.”
Bonus Tip: Don’t talk about ROI
From Tucker Max:
Cold email 1. TAILOR THE MESSAGE TO THE RECIPIENT
tips from 2. VALIDATE YOURSELF
Harvard 3. ALLEVIATE YOUR AUDIENCE’S PAIN OR
GIVE THEM SOMETHING THEY WANT
Business 4. KEEP IT SHORT, EASY, AND ACTIONABLE
Review 5. BE APPRECIATIVE — AND A LITTLE
VULNERABLE
Be careful with #4: 30-150 words based on Gong research
PERSONALIZED OUTREACH
Agenda Intro
Message & Conversation Ads
Sales Navigator & Outreach
Image & Video Ads
Text Ads
Other
Example of an
image ad
Collecting emails for ebooks is
generally a poor tactic
THERE ARE FAR BETTER WAYS TO GENERATE LISTS
“70% of the leads generated by marketing tend to be ignored by the sales
force …and the average ‘yield’ from leads hovering between 1% and 2%”
James Anderson, PhD
Emphasize offer, incentive & outcome (vs product)
Consider specific or unique
offers vs generic demos
CONSIDER A LOW-COMMITMENT OFFER
Ad performance
CPC -> CPM
Get your targeting & offer right!
Can you
identify issues
with this?
Consider detailing one benefit/use case per ad so
the message is not vague & diluted
No upper-funnel messaging - not ready for a demo
Not specific enough: visibility into what? Alignment
with what? What immediate action?
Who is this for?
What are the specific use cases/jobs-to-be-done?
1 message per ad
Many use cases? 1 ad per use case.
1 main benefit? Each ad can be a
reason to believe that benefit.
1 main feature? Each ad can be a
benefit derived from that feature.
Complex product? Each ad could
be a story.
Reference: Advertising Strategy by Rucker
DON’T CONFLATE PRODUCT POSITIONING
WITH AD POSITIONING
Separate ads for each
message!
Personalization
Localization
SEPARATE ADS FOR EACH MESSAGE!
Prospect identified (“As a fast-growing Amazon
seller”)
Leveraging well-known brands (QuickBooks
and Amazon)
Built trust (G2 Crowd badge)
Functional benefit clearly communicated
(“Integrate Amazon & QuickBooks”)
Avoided vague, high-level or emotional benefits
such as “save money” or “have more time”
Precise targeting
Native lead-capture form instead of landing
page
This is the Facebook ad for an integrated campaign that included
similar LinkedIn ads
Agenda Intro
Message & Conversation Ads
Sales Navigator & Outreach
Image & Video Ads
Text Ads
Other
VIDEO AD EXAMPLE
Offer positioned as
solution to a problem
Objections addressed
based onresearch on
Quora, etc.
Excellent targeting (10x
as many vets as
Facebook)
Social proof
RESULTS
ADDRESS
OBJECTIONS
& SYNERGIZE
WITH
FACEBOOK
Quick demo of your product (very high CTRs & engagement
vs other video types)
Demonstrate product in context
Animations or talking heads work
Pain points & problem solving
Bottom-of- Captions (Zubtitle) - 79% of videos watched with sound off
funnel video Canva video creation
1st 10-30 seconds are critical
considerations Avoid GIFs
Micro stories
Encourage them to take the next step & create urgency
References:
LinkedIn & Dekker Fraser Don’t focus on completion rate
Agenda Intro
Message & Conversation Ads
Sales Navigator & Outreach
Image & Video Ads
Text Ads
Other
TEXT AD EXAMPLES
Low CTRs
Strong CTA
⅔ of these
had broken
links
GETTING STARTED WITH BOFU TEXT ADS
TRACKING WEBSITE Add the LinkedIn Insight Tag to your
website: Add the JavaScript code to every
page on your domain, preferably right
CONVERSIONS before the end of the <body> tag in the
global footer.
Good example of a landing page that would require conversion tracking.Sell the offer!
Agenda Intro
Message & Conversation Ads
Sales Navigator & Outreach
Image & Video Ads
Text Ads
Other
TARGETING IS LINKEDIN’S BIGGEST ADVANTAGE
List upload (ppl in your database, Sales Navigator, intent data)
Retargeting
B2B buying decision typically influenced most by
IT, Finance, Business Development, Accounting &
Operations
(Reference: LinkedIn)
AUDIT YOUR TARGETING WITH
“DEMOGRAPHICS”
Job function
Job title
Company (eg Amazon)
Company industry
Job seniority
Company size
Location
Country/Region
County
3 MAIN THINGS TO TEST IN BOFU:
(1) Targeting
(2) Creative
(3) Offer
TESTING
Rotate variations evenly (instead of automatically
optimizing)
Create 2 identical campaigns, change 1 variable
Don’t have too many variants: have a strategy!
THE AUCTION
Bid
Ad relevance scoreCTR, comments, likes,
shares, etc.
Note: You only pay enough to beat the
second-highest bid, not your full bid
BIDDINGS & COSTS
Low budget? Bid close to the minimum
High budget? Bid higher than recommended for the 1st week
to ensure you win, then reduce to recommended or lower
High CTR? Switch to CPM & bid high to get in the top position
Chargeable clicks for lead gen campaigns:
1. Single image: CTA that opens form, clicks to landing page or
LinkedIn page, clicks that show people who commented or liked
your ad
2. Video: headline, CTA, video
3. Not charged: likes, comments, shares, hashtag clicks
Promoting gated MOFU content (e.g., case studies)
Giving LinkedIn too much control
Not using PPC
Common
Not using a low PPC bid
mistakes
Expanding audience
Not excluding Sales, HR, etc.
Only doing direct-response BOFU
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MISCELLANEOUS TIPS
Duplicate campaigns & ads
Monitor delivery column (reach & frequency)
Continue marketing to people after form
submits (retargeting, emails, Zapier
integration)
Keep your message in the ad: you want
content consumption, not just clicks
CONVERSION BENCHMARKS FROM
FORRESTER
MQL SQL Pipeline Won Deal
All 32% 32% 28% 26%
Top Performers 39% 37% 34% 32%
Link after they
Better submit
targeting/ (Calendly) Stop using
negative Automated BANT
Tailored
Possible Solutions targeting emails Retargeting
messages
Better offer Speed to lead Competitive
Better demand Retargeting comparisons
creation Better handoff
to AE (info)
