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LinkedIn is, at its core, still a networking site. So it’s not surprising that people get more attention there than brands.
But it’s also still the best place for B2B brands to connect with customers.
To earn customer attention, though, you need to make your brand feel more human.
So how exactly do you advertise your offering on LinkedIn without looking like a faceless corporation that they can scroll past? Lead with real people vs. a logo!
Thankfully, LinkedIn (finally!) offers a new ad format called Thought Leader Ads. This is just a fancy name for sponsored posts from someone’s personal profile.
To help you spice up your pipeline with thought leader ads, I spoke with the account-based marketing master, Tim Davidson, who was an early adopter of thought leader ads.
In case you’ve somehow missed Tim on the internet, he’s best known for his creative video content.
He’s been in B2B marketing for 10 years, has managed and scaled $12M+ ABM budgets, and has driven over $17M in revenue in a single year with LinkedIn ads.
The TL;DR from Tim: “People buy from people. Thought leader ads come from a person rather than a company logo. It’s a no-brainer.”
What are LinkedIn thought leader ads?
Here’s an example of what they look like in the feed:
Tim's clients are seeing engagement rates between 6-9% — and CPM between $94 and $279.
For comparison, the average engagement rate for a standard LinkedIn image ad is only 0.05% 🤯
The difference in performance isn’t as trackable as we’d like because they’re different formats. But the results are still pretty impressive.
WHAT’S NEW AT CHILI PIPER
🕺 Distro: Converted Checkbox Field
Now Admins know whether a lead has been converted using Distro’s Lead Conversion field.
For all product updates, check our product update hub in the Help Center.
ADD TO CALENDAR
April 9-10: Learn about how we do ~unconventional~ marketing with a lean team at Spryng
April 16: If you’ll be at SaaSiest don’t miss our co-founder Alina’s session on CEO Strategies to Win in 2024
April 16-17: Meet Pipers at Goldenhour in Brooklyn and PLGTM in San Francisco 🌶️ 🌶️
April 18: If you’re in Toronto come meet our Head of Demand Generation, Tara Robertson, at DigiMarCon Canada! She’ll be on a panel about where marketers should be focusing our efforts to hit pipeline targets this year.
SPICY INDUSTRY UPDATES
- Has Will finally met his match?
- We asked for your favorite marketing podcasts and you delivered
- Is the world ready for growth-led-growth?
- Tara’s favorite April Fools’ day post (and now mine too)
P.S. In case you missed it, we had some fun on Monday with our RTO announcement. This is our most successful organic LinkedIn post of all time 😮 (so far!)
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