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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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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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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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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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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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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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:
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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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.
(more…)We have been delivering company targeted B2B advertising (or account based advertising) for over 5 years now across the Internet and on LinkedIn.
While demand continues to increase each year – it is the creativity associated with these campaigns that have seen a marked change over that period.
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With account based advertising increasing its own reach into the UK and European markets, what is it? Why is adoption increasing?