The Ultimate LinkedIn Thought Leader Ad Playbook

Any additions you would like to add to the show notes for this episode?: In this episode, I join Dave G. on the Exit Five Podcast to go deep on what’s working right now in LinkedIn Ads—both paid and organic.We cover everything from the overlooked power of creative consistency to making Thought Leader Ads a growth engine, especially for niche B2B audiences. You'll hear how to build brand memory, warm up cold leads, and run full-funnel strategies even with small budgets.Whether you're trying to grow a newsletter, improve ad ROI, or just stop guessing with your LinkedIn strategy, this episode is packed with actionable insights.(00:00) - - Intro to Anthony Blatner(08:31) - - Focusing on LinkedIn and Future Expansion(11:56) - - Effective Social Media Advertising and Organic Content(15:20) - - The Overlooked Importance of Creative Content in Advertising(17:28) - - Targeting Personas with Top-of-Funnel Ads(23:48) - - Creating Unique and Targeted Content: Pros and Cons(25:04) - - Lead Generation Strategies for Small Budgets(29:17) - - Effective Funnel Strategies for Small Budgets(32:46) - - Using Paid Advertising and Lead Magnets to Grow Your Newsletter(37:39) - - Building Long-Term Memory with Consistent Branding in Marketing(40:00) - - The Power of Narrow Focus for Audience Growth(43:07) - - Content Planning Based on Sales Cycle Length(44:56) - - Connecting with Anthony Blatner on LinkedIn👉 If you're serious about B2B growth on LinkedIn, you don’t want to miss this one.

In this episode, I flip the mic and take the guest seat as Mony Chhim interviews me about one of the most powerful developments in B2B advertising right now—LinkedIn Thought Leader Ads.We break down what makes this new format a game-changer for B2B marketers, how it helps brands build authentic connections, and why it’s driving better engagement at lower costs. I share real examples of how we use thought leader ads across the funnel for our clients at Speedwork Social—from awareness to conversion.We also dive into other high-performing LinkedIn ad formats like Message Ads and Conversation Ads, the importance of tight CRM integration, and how to get better attribution with LinkedIn’s Conversions API.If you're looking to improve your LinkedIn Ads performance and stay ahead of the curve, this episode is packed with tactical insight.0:05 Introduction1:07 Thought Leader Ads Unveiled3:17 Full Funnel Strategy Insights7:25 Importance of Dwell Time9:00 Webinar Best Practices11:12 Crafting Effective Posts17:21 Content Strategy for Funnels23:28 Exploring Message Ads27:58 Conversion Tracking Techniques

✨ Dive into our latest exploration, where we uncover LinkedIn prospecting strategies and best practices with Darren Whitmer from the messaging department of Speedwork. From insightful techniques of outbound messaging campaigns to actionable creative prospecting strategies, this episode is your go-to source for powering up your LinkedIn outbound marketing success.📝Special Episode Links:Darren Witmer on LinkedInDarren Witmer’s emailSpeedwork Free Consultation CallLinkedin Sales NavigatorAccount-Based Marketing on LinkedIn🔑 Key Takeaways:LinkedIn is an ideal platform for prospecting compared to traditional email, with 100% deliverability and higher visibility of the messages being sent.LinkedIn messaging can serve as a testing ground for refining offers and finding your ideal audience.Ways to integrate LinkedIn ads and messaging for a multi-layered outreach strategy.🕒 Timestamps:0:30 - Introduction to Darren Witmer4:04 - Understanding LinkedIn outbound messaging campaigns5:55 - Identifying the right audience for LinkedIn prospecting9:00 - Avoiding common pitfalls in LinkedIn messaging12:22 - Using Sales Navigator for effective targeting14:08 - The value of ABM strategies on LinkedIn16:53 - Why LinkedIn messaging outperforms email for visibility and engagement18:46 - Creative LinkedIn strategies: Alumni plays and niche market campaigns24:25 - Combining ads and prospecting for a seamless outreach strategy27:50 - Ways ads and prospecting work together30:54 - Empowering sales teams with LinkedIn prospecting tools34:31 - The grunt work of prospecting37:48 - Connect and reach out to Daren Witmer~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~🔗 More About Us:🌐 Website: https://t2m.io/LAR-Website💼 Linkedin: https://t2m.io/LAR-LinkedInFor more engaging content, make sure to like, share, and subscribe!

✨ Dive into our latest exploration, where we uncover everything in the world of LinkedIn video ads! From strategic insights and technical tips for effectively leveraging video ads to creative video ad ideas to measurement and optimization, this episode is your go-to source for planning and strategically creating your LinkedIn video ads.📝Special Episode Links:Video Ad on LinkedInBest Practices for Video AdsRetargeting for LinkedIn AdsLinkedIn’s Dwell TimeDescript: Video EditorCanvaWe are Hiring! Be part of Speedwork🔑 Key Takeaways:Understand the strategic applications of LinkedIn video ads, which are ideal for product demonstrations and tutorials but less effective for driving traffic or leads.Learn the importance of technical specifications, like recommended video lengths and the impact of thumbnails and captions on viewer engagement.Explore the common video ad pitfalls, functionality, and user experience.🕒 Timestamps:1:01 - New Companies Tab in LinkedIn Campaign Manager 2:46 - Retarget by Conversions API Data3:35 - Video Prioritization on LinkedIn5:05 - When Does Video Ad Work Best7:41 - Common Video Ad Pitfalls10:29 - Top 3 Uses of Video Ad14:43 - Technical Components of Video Ad on LinkedIn15:58 - Pros and Cons of Video Ad on Mobile & Desktop17:46 - Video Duration and File Size Limits20:56 - Chargeable Clicks on Video Ad21:54 - Personalized the Video Ad with a Thumbnail & Captions24:16 - Functionality of Video Ad: Mobile Viewing Experience & Video Looping25:56 - Creative Strategy on Video Ad27:27 - Great Video Ad Ideas29:20 - Video Editor for Non-Video Editor30:00 - Measurement Analysis and Optimization32:43 - Episode Recap~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~🔗 More About Us:🌐 Website: https://t2m.io/LAR-Website💼 Linkedin: https://t2m.io/LAR-LinkedInFor more engaging content, make sure to like, share, and subscribe!

✨ Dive into our latest exploration, where we uncover the small but mighty ad units on LinkedIn, Text and Dynamic Ads. From key component details to best practices and tips, this episode is your go-to source for mastering the cheapest ads on LinkedIn and creating new opportunities to increase your business growth.📝Special Episode Links:LinkedIn Text AdsLinkedIn Spotlight AdsLinkedIn Followers AdsLinkedIn Marketing Lab CertificationLinkedIn Certified Marketing Insider ExpertsLinkedIn LinkedIn Audience Network (LAN)🔑 Key Takeaways:Learn how to leverage text and dynamic ads to achieve some of the lowest CPMs on LinkedIn.Understand how to use text and spotlight ads effectively to increase brand visibility and engagement.Discover best practices and tips for optimizing your LinkedIn ad campaigns for maximum impact.🕒 Timestamps:0:13 - Overview of Text and Dynamic Ad Formats or “Spotlight Ads”0:37 - What’s New on the LinkedIn platform1:38 - LinkedIn Beta Testing LAN-only campaigns2:51 - Additional thought leader ad metrics3:14 - Introduction to Text and Dynamic Ads4:09 - Text ads components4:41 - Spotlight or Dynamic ads components 8:34 - 2 subtype of Dynamic ads10:40 - Pros of Using Text and Dynamic Ads14:55 - Cons of Using Text and Dynamic Ads17:48 - Tips and Best Practices for Text and Dynamic Ads22:12 - Wishes for LinkedIn Ads enhancements~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~🔗 More About Us:🌐 Website: https://t2m.io/LAR-Website💼 Linkedin: https://t2m.io/LAR-LinkedInFor more engaging content, make sure to like, share, and subscribe!

✨ Dive into our latest exploration, where we invited Liz Gentile and Joanne Lee from LinkedIn Ads to uncover the powerful new LinkedIn Revenue Attribution Report. From understanding the challenges in B2B Revenue Attribution and the benefits of RAR to ways of setting up and securing accurately useful reports, this episode is your go-to source for mastering and optimizing LinkedIn's newest measurement tools.📝Special Episode Links:Liz Gentile on LinkedInJoanne Lee on LinkedInLinkedIn Revenue Attribution ReportCRM data handling and protection in the Revenue Attribution Report🔑 Key Takeaways:Learn how LinkedIn's Revenue Attribution Report helps B2B marketers connect LinkedIn ad engagements to actual revenue, providing deep insights into campaign effectiveness.Discover the tool that addresses challenges like long sales cycles and complex B2B buyer journeys by allowing attribution windows of up to 180 days.Find out how RAR enables marketers to set clear expectations with stakeholders by providing accurate data on LinkedIn's impact on pipeline and deal sizes.🕒 Timestamps:0:26 - Liz & Joanne's roles at LinkedIn2:16 - The Challenges in B2B Revenue Attribution5:35 - LinkedIn Revenue Attribution Report (RAR) 7:59 - Benefits of the RAR for Business and Marketers9:13 - Detailed overview: How RAR works and its key metrics14:36 - The simplicity of the RAR dashboard18:13 - Secure way of setting up the Revenue Attribution Report22:01 - 2 key things to ensure an accurate and useful report26:45 - Lookback window on calculating metrics28:49 - Case Study: Enterprise B2B SaaS Success Story33:27 - What's next for LinkedIn's Revenue Attribution Report36:01 - Granular campaign-level reporting for better insights to enable optimization~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~🔗 More About Us:🌐 Website: https://t2m.io/LAR-Website💼 Linkedin: https://t2m.io/LAR-LinkedInFor more engaging content, make sure to like, share, and subscribe!

✨ Dive into our latest exploration, where we uncover the ins and outs of LinkedIn-sponsored messaging ads and conversation ads. From insightful details on optimizing B2B ads for conversions to LinkedIn Ads best practices and practical tips for crafting engaging messages, this episode is your go-to source for mastering this targeted ad format and driving conversions effectively.📝Special Episode Links:Sponsored Messaging AdAnthony Blatner on Linkedin: The new Average Dwell Time metric is out🔑 Key Takeaways:LinkedIn's new "dwell time" metric helps track how long users engage with ads, offering deeper insights into ad performance.LinkedIn campaigns will soon optimize for qualified leads rather than all leads.Sponsored messaging ads provide a highly targeted ad format, perfect for personalized invites and high-value offers.Effective use of sponsored messaging ads can drive conversions but also can be costly if not used correctly.🕒 Timestamps:0:10 - Introduction to Messaging Ads0:45 - LinkedIn's new metric "Dwell time"2:52 - Optimizing for qualified leads4:53 - Overview of Sponsored Messaging and Conversation Ads 6:13 - Difference between Sponsored Messaging ad and other ad format7:51 - Objectives and how Sponsored Messaging Ads works9:42 - Components of Sponsored Messaging Ads14:15 - Key features of using message ads17:14 - Frequency caps for Messaging Ads18:49 - Writing an effective Message Ad 22:20 - Best practices in running a Message Ad 24:52 - Real-life examples of Sponsored Messaging Ads Usage27:34 - Sponsored Messaging Ads recap~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~🔗 More About Us:🌐 Website: https://t2m.io/LAR-Website💼 Linkedin: https://t2m.io/LAR-LinkedInFor more engaging content, make sure to like, share, and subscribe!

✨ Dive into our latest exploration, where we uncover how to best use Account-Based Marketing (ABM) strategies on LinkedIn Ads. From insightful details of these marketing features to maximizing its potential ROI, this episode is your go-to source for reaching the right accounts at the right time with ABM in your LinkedIn campaigns.📝Special Episode Links:ApolloSnov.io6 SenseHubSpotEpisode Suggestion: Goodbye Lookalikes, Hello Predictive Audiences powered by AIEpisode Suggestion: Triple Threat Document Ads🔑 Key Takeaways:ABM (Account-Based Marketing) focuses marketing efforts on a specific list of target accounts.The new LinkedIn marketing features include predictive audiences and AI-generated campaigns.Best practices for ABM involve personalized marketing efforts tailored to target accounts.🕒 Timestamps:0:40 - B2B marketing current events and LinkedIn news2:22 - The sunset of lookalikes and rise of predictive audiences4:57 - Sales audiences for campaign manager & document ads6:22 - Understanding  and defining Account Based Marketing (ABM)9:57 - Ways to use ABM list: Setting a target accounts list10:48 - Ways to use ABM list: Funnel stages list12:37 - Ways to use ABM list: Exclusion lists15:57 - Reporting and Tracking Progress on ABM campaigns18:03 - Case Studies and Practical Implementation20:12 - Platforms for Building ABM Lists23:47 - Pitfalls to Avoid in ABM Marketing25: 41- Recap and Upcoming Episodes~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~🔗 More About Us:🌐 Website: https://t2m.io/LAR-Website💼 Linkedin: https://t2m.io/LAR-LinkedInFor more engaging content, make sure to like, share, and subscribe!

✨ Dive into our latest exploration, where we uncover LinkedIn's newest ad feature: Connected TV advertising options through the LinkedIn Ads platform with one of LinkedIn's senior product marketing managers, Robert Yanik. From insightful details of this new ad feature to practical tips on creating an effective video ad, this episode is your go-to source for reaching your B2B target audience through streaming content they love.📝Special Episode Links:Robert Yanik on LinkedInLinkedIn's Connected TV AdsLinkedIn Connected TV - Help PageConnected TV Advertising SpecificationsEverybody's Business: LinkedIn's B2B Marketing DocumentaryThe 95-5 Rule Will Improve Your B2B Advertising, with Ty Heath from The B2B Institute🔑 Key Takeaways:LinkedIn now offers Connected TV (CTV) ads, expanding B2B marketing reach.CTV allows LinkedIn to leverage its first-party data for precise targeting.LinkedIn Premier's partnership with NBCUniversal ensures premium content delivery on NBC's inventory at a fixed CPM rate.Easy campaign setup via LinkedIn's Campaign Manager offers familiar targeting features.🕒 Timestamps:0:45 - Robert Yonick career background and role at LinkedIn3:35 - Overview on Connected TV (CTV)4:31- Benefits of CTV ads for businesses in reaching their target audience 5:27 - Unique Elements of CTV Ads7:25 - Differences between LinkedIn video ads and CTV ads10:08 - NBC Universal Partnership and LinkedIn Premier12:06 - Targeting setup, measurement and reporting on CTV ads14:20 - CTV campaign setup walkthrough15:48 - Managing placements and brand safety17:09 - Tips for creating effective video ads21:36 - Examples of effective B2B video ads22:57 - Future developments and roadmap for LinkedIn CTV~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~🔗 More About Us:🌐 Website: https://t2m.io/LAR-Website💼 Linkedin: https://t2m.io/LAR-LinkedInFor more engaging content, make sure to like, share, and subscribe!

✨ Dive into our latest exploration, where we uncover LinkedIn's shift from Lookalike Audiences to Predictive Audiences. From insightful details of this new feature to best practices, this podcast episode is your go-to source for expanding your campaign's reach with the new AI-powered audience targeting tool.📝Special Episode Links:LinkedIn Predictive AudiencesHubSpot CAPI Integration🔑 Key Takeaways:LinkedIn is replacing Lookalike Audiences with AI-driven, dynamically updated Predictive Audiences.Predictive audiences can be created from lead gen form submissions, contact lists, or conversion events.Using Predictive Audiences enables precise targeting by adapting to user behavior and market changes in real time.🕒 Timestamps:0:24 - LinkedIn's transition from lookalike audiences to predictive audiences0:53 - New updates: Conversions API (CAPI)2:47 - Difference between predictive audience and lookalike audiences3:28 - Challenges of lookalikes on LinkedIn's B2B marketing5:44 - Three options to create a predictive audience: Lead gen form submission, Contact list, Conversion7:09 - Creating Predictive Audiences: Options and Recommendations10:16 - Two use cases to reach ICP (Ideal Customer Profile) successfully13:25 - Scenarios where predictive audiences may not be suitable14:34 - Recap of predictive audience features and upcoming episodes~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~🔗 More About Us:🌐 Website: https://t2m.io/LAR-Website💼 Linkedin: https://t2m.io/LAR-LinkedInFor more engaging content, make sure to like, share, and subscribe!