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​ your​offer 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 on​research 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 score​CTR, 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)