Tag: b2b

5 Best Practices for Targeting Companies with Ads (Account-Based Advertising Success)

In B2B marketing, success isn’t about casting the widest net – it’s about targeting the right companies with the right message. Targeting companies with ads (or account-based advertising) rather than industries means that you can reach the right companies.

Over the past decade, I’ve watched the rise of account-based advertising (or ABM advertising) transform demand generation.

By focusing our ad spend on high-value target accounts, we’ve consistently seen higher ROI and win rates than broad, spray-and-pray approaches.
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May 21, 2025
3 Ways Conversion Tracking Makes Your LinkedIn Ads Budget Work Harder
LinkedIn is full of your target audience and setting up campaigns to target them can sometimes feel too easy.

What if you are leaving money on the table, though? It is too easy to skip over the conversions section, but it is incredibly important.

While clicks and impressions are useful metrics, they’re often not enough to prove the real impact on your business. The key to truly understanding your ROI lies in tracking LinkedIn ad conversions.

Sometimes it can be easy to do this.

For example, when the only traffic being delivered to a landing page is from your LinkedIn Ad, so any leads from that page are a conversion.

Sure – that helps reporting. But is it helping your LinkedIn campaigns perform better?

Here are three ways implementing LinkedIn conversion tracking can immediately optimise your ad spend and elevate your marketing effectiveness.

1. Improve Targeting to Reach High-Value Prospects

Conversion tracking allows you to see exactly which ads and targeting criteria are driving tangible results, such as leads, form submissions, or sales.

Using demographic reporting, instead of guessing what works, you’ll know precisely which audiences and messaging resonate best.

This insight means you can focus your budget on the most profitable segments, significantly enhancing the quality and value of your leads.

2. Reduce Wasted Ad Spend

Every marketer’s nightmare is budget waste. Without accurate conversion data, you could unknowingly spend thousands on clicks that never turn into meaningful engagements.

Implementing LinkedIn Conversion Tracking, especially through the LinkedIn Ads Conversion API, lets you identify underperforming ads quickly. You can reallocate spend away from ineffective campaigns toward ones demonstrating real revenue potential, ensuring every penny is well invested.

3. Enable Real-Time Optimisation with LinkedIn’s Conversion API

By feeding conversion data back into LinkedIn, targeting and spend improve, and drive even more conversions as LinkedIn seeks to optimise to the subset of your targeted audience that is most likely to convert.

The LinkedIn Ads Conversion API takes your tracking one step further by providing real-time insights into conversions directly tied to your CRM. This seamless integration allows you to automate and optimise campaigns continually.

According to Dreamdata’s 2025 LinkedIn Ads Benchmark Report, marketers using the Conversions API experienced a 20% reduction in Cost per Acquisition (CPA) and a 31% increase in attributed conversions. That’s a direct boost to your ROI. See more LinkedIn Ad stats here.

How to Implement Conversion Tracking on LinkedIn:
- Install LinkedIn Insight Tag on your website.
- Set up conversions within LinkedIn’s Campaign Manager by defining what counts as valuable actions for your business.
- Connect your CRM through LinkedIn Conversions API for enhanced accuracy and real-time data feedback.
By harnessing the power of LinkedIn conversion tracking, you’ll not only optimise your ad performance but also confidently demonstrate marketing’s value within your organisation.
May 20, 2025
LinkedIn Ads for SaaS Companies: 7 Strategies to Maximise Leads

LinkedIn Ads has become the go-to platform for B2B marketers looking to generate high-quality leads, especially for SaaS companies looking to scale.

With over 35 million professionals in the UK using LinkedIn, it’s the perfect environment for targeting the entire decision-making unit, whether that is the decision maker, the user or wider.

We’ll walk you through seven proven LinkedIn advertising strategies tailored specifically for B2B SaaS companies in the UK.
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April 29, 2025
Analysing your LinkedIn Ads performance using MCP

Would you like to ask Claude, ChatGPT, Gemini and others how your LinkedIn Ads campaigns are doing?

Up until now, it has been difficult to use the major LLMs to analyse your LinkedIn campaigns.
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April 22, 2025
B2B Advertising: The Ultimate 2025 Guide to Strategies, Examples & Trends

What is B2B Advertising?

Business-to-business (B2B) advertising is the practice of promoting products or services from one business to another.

Unlike B2C (business-to-consumer) marketing, B2B advertising focuses on targeting key decision-makers within organisations, such as procurement managers, department heads, or C-level executives, who influence or control purchasing decisions.
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April 10, 2025
How do you target B2B advertising?

Today, B2B advertising offers many approaches to reaching your target audience. While it has traditionally been much easier for B2C companies (companies that sell to individuals) to target their ideal target audiences, it has been much harder for B2B companies (businesses that sell to other businesses) with a defined customer base to reach their target audience precisely.

B2B companies have niches that are smaller than entire industries and/or company sizes. Their ideal customer profiles are made up of many attributes including industry, company size, current performance, technographics and more.

Today, though it is possible to reach smaller niches and not waste media budget.
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May 20, 2023
How do you use intent data?

Using intent data for B2B sales and marketing efforts allows you to identify potential customers earlier. But how can you maximise use of intent data?
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February 28, 2023
What is the dark funnel?

At its simplest the dark funnel is just word of mouth – where people share their knowledge, experiences or recommendations about a product or service with others.

It can be both positive and negative and is often invisible to tracking by sales and marketing teams. Yet sales opportunities that enter the pipeline because of word of mouth tend to close more often and faster. This is not surprising as conversations start on a stronger footing due to the recommendation coming from a trusted source.

So why the rise of a new term?
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January 17, 2023
ThinkHuman: Maximising intent data with marketing
Did you know you can double the performance of your advertising campaigns by using intent data with marketing?

I sat down with Karla Rivershaw, head of field and partner marketing at Infogrid, who has been using Bombora intent data (which is part of the Radiate B2B platform) since 2020.

We discussed:
1. How to combine intent data inside Hubspot to power LinkedIn campaigns
2. Use topics to contextualise messaging
3. Work with sales to notify (via Slack) and design email sequences.
From Karla: “Definitely, what I can say with absolute certainty is that introducing intent data really helps to initially open those doors with these people and just make sure that you’re landing the right message.”
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January 10, 2023
Maximising B2B Intent Data for Lead Generation

Intent data is now a critical tool in the armoury for sales teams when generating leads. All business-to-business (B2B) companies are constantly seeking new ways to generate high-quality leads and drive revenue growth. Intent data does exactly this.

At any particular time, 5% of companies are in market and buying. Identifying companies who are in market in normal times is a challenge. But in uncertain economic times, generating leads becomes even harder.
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January 3, 2023