⭐️⭐️⭐️⭐️⭐️ "Anthony did a phenomenal job improving the performance of our LinkedIn ad campaigns. We immediately felt the difference and are now receiving leads for hundreds of dollars less than we were previously. I can't recommend him enough"

𝗦𝗽𝗲𝗲𝗱𝘄𝗼𝗿𝗸 𝗶𝘀 𝗮 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗮𝗴𝗲𝗻𝗰𝘆 𝘁𝗵𝗮𝘁 𝗵𝗲𝗹𝗽𝘀 𝗴𝗿𝗲𝗮𝘁 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗴𝗲𝘁 𝗴𝗿𝗲𝗮𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀

Are you looking to get better customers for your B2B product or service?

LinkedIn Ads are the best way to reach and attract professional buyers at scale.
🔸Target Bigger Customers
🔸Generate Sales Leads
🔸Scale Your Pipeline

See the results we get for clients 👉 https://speedworksocial.com/results/


GREAT FOR B2B:
✔️SaaS & Software
✔️Digital Products & Services
✔️Information Technology
✔️Professional Services
✔️Agencies
✔️... and Sales, HR, Legal, Finance industries!

After working with 100s of Software Products, SaaS Platforms, and Professional Services, we've figured out what works in the LinkedIn Ads and B2B space. If you want to get the absolute best performance from your LinkedIn Ad campaigns – get in touch!


SERVICES:
🔸Campaign Strategy & Setup
🔸Ad Copy & Design
🔸Expert Ads Management
🔸Social Posts & Thought Leadership
🔸Retargeting & Lead Nurturing

Learn more about our services 👉 https://speedworksocial.com/services/


Getting started is easy... Let's connect and jump on an intro call.

📅 Grab a call: https://speedworksocial.com/free-consultation/
📩 Or email: hello@speedworksocial.com

Anthony Blatner

My LinkedIn profile alone drove 16M impressions and 200+ booked calls last year. Here's how to kickstart yours in 2026 👇

1. 𝗣𝗼𝘀𝘁 𝗿𝗲𝗴𝘂𝗹𝗮𝗿𝗹𝘆: You have to create a LOT of content to find your voice and your style. Eventually you'll figure out your rhythm and see your engagement increase. Same if you're doing on behalf of a company leader.

2. 𝗕𝗼𝗼𝘀𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗼𝘂𝗴𝗵𝘁 𝗹𝗲𝗮𝗱𝗲𝗿 𝗮𝗱𝘀: Take your best posts and target them at your ICP instead of relying on the organic algorithm. And then retarget those who engage, so you're always in front of your warm audience and they get to know you.

3. 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘄𝗶𝘁𝗵 𝗜𝗖𝗣 𝗳𝗼𝗹𝗸𝘀 𝘄𝗵𝗼 𝘃𝗶𝘀𝗶𝘁 𝗺𝘆 𝗽𝗿𝗼𝗳𝗶𝗹𝗲: Sales Nav has filters for Viewed your profile recently. Go down that list once per week and connect with people who are visiting your profile (from your boosted TL ad).

4. 𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁 𝘁𝗼 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲-𝗮𝗯𝗹𝗲 𝗺𝗲𝗱𝗶𝗮: This is a great way to keep a warm audience engaged. Encourage them to subscribe to your podcast, YouTube channel, follow on social, or sign-up for your newsletter.

5. 𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁 𝘄𝗶𝘁𝗵 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 𝗮𝗱𝘀: Once they've engaged with a few of my posts (via a few layers of retargeting) or visited my website, then send a conversation ad to invite them to my main offer.


In today's age of social, posting is a great place to start. It builds the foundation for other forms of marketing.

And if you're in business, it's likely that people are already visiting your profile and page to learn more. Have great content there that engages them.

Raise your hand if you have big 2026 goals 🖖

Founder/CMO @ Speedwork: Scale w/ LinkedIn Ads 🚀 | SpeedworkSocial.com | Top 50 Linkedin Certified Marketing Expert | Ex-IBM | We’re Hiring!

𝗪𝗮𝗻𝘁 𝘁𝗼 𝗹𝗲𝗮𝗿𝗻 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝗻 𝟮𝟬𝟮𝟲? January is the best time to learn a new skill and apply it for the year.

LinkedIn Learning offers a wealth of great courses, and I had the pleasure of publishing two last year.

After 10 years and working with 1,000+ companies, I boiled down everything you need to know into this foundational course → "B2B Marketing on LinkedIn"

𝗪𝗮𝘁𝗰𝗵 𝘁𝗼 𝗹𝗲𝗮𝗿𝗻:
✔️ How LinkedIn works different than other platforms
✔️ The foundations to ads, prospecting & social strategy
✔️ How to combine paid & organic for maximum impact
✔️ Top performing ads, scripts, and post samples
✔️ How to track and measure your results

Through real-world examples and hands-on exercises, you will gain practical skills and insights to fine-tune your LinkedIn strategy. 

By the end of the course, you will have a clear action plan to integrate LinkedIn into your marketing efforts, ensuring greater reach, engagement, and conversions. 

Whether you are new to LinkedIn or looking to deepen your expertise, this course provides the essential tools and knowledge to thrive in the B2B marketing landscape.

Here's the link 👉 https://lnkd.in/gmgzHQ8e

Ohhh, ahhh - you can now setup and launch your own Brand Link in-stream video ads via the Partnership tab in LinkedIn Campaign Manager.

How does it work?
1. LinkedIn presents a list of post candidates where you can run your in-steam ad.
2. You select which one you want to add your video to.
3. You upload your video and provide a destination URL.

Currently it's just a small preselected list of big name publishers, like Reuters and Fortune. If your brand has a close affiliation with one of these, give it a try.

Will be interesting to see how this feature continues to evolve.

Welcome back and Happy New Year 🥳

LinkedIn is moving faaaast, and organic is about to get even smarter.

Our latest blog breaks down what will actually work on LinkedIn in 2026: the posts that build trust, the formats people actually engage with, and how organic can make your paid campaigns perform better.

If LinkedIn is part of your plan, start here ⬇️

In 2026, the brands winning on LinkedIn aren’t just running strong ads, they’re building demand before they ever pay for a click. Buyers research quie

Open article: The 2026 LinkedIn Organic Playbook: What’s Actually Working Now (and How It Accelerates Your Paid Strategy) by Anthony Blatner • 2 min read

The 2026 LinkedIn Organic Playbook: What’s Actually Working Now (and How It Accelerates Your Paid Strategy)

Planning to try LinkedIn Ads in 2026? Start with the simplest (and most effective) strategy: The thought leader ad funnel 🔥

So here it is for you -- swipe it, put it in your content planner, or share it with your content manager. Let's dive in:


1. 𝗟𝗲𝗮𝗱 𝘄𝗶𝘁𝗵 𝗮 𝘀𝘁𝗿𝗼𝗻𝗴 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆: Other ICP dream clients will want the same results. 🧲

2. 𝗕𝗮𝗰𝗸 𝗶𝘁 𝘂𝗽 𝘄𝗶𝘁𝗵 𝗺𝗼𝗿𝗲 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝗶𝗲𝘀: Show that you have a repeatable process.

3. 𝗦𝗵𝗼𝘄 𝗲𝘅𝗽𝗲𝗿𝘁 𝘃𝗶𝗱𝗲𝗼𝘀 𝗰𝗹𝗶𝗽𝘀: Video = face time = the fastest way to build a relationship with prospect at scale. They'll feel like they know you.

4. 𝗔𝗱𝗱 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗽𝗼𝘀𝘁𝘀: A little personal touch goes a long way in our digital world. Share stuff outside of work. Let people get to know you as a real person, not just an avatar. 🫶

5. 𝗠𝗮𝗸𝗲 𝘁𝗵𝗲 𝗼𝗳𝗳𝗲𝗿: We know social platforms hate links in posts, so this is the best one for you to boost.

--

This is the perfect funnel for people-centered businesses. It's perfect for founders, coaches & consultants. And it's also great for subject matter experts inside an enterprise company.

Because when you put it all together - prospects will show up to calls saying "I've been seeing ALL of your posts!"

**Of course, there is a lot more that goes into the execution, and honing in the performance.

--

Drop a like if your marketing team is pushing for more 'thought leadership' this year 👇

One thing I keep seeing with LinkedIn Ads: teams optimize for the metrics that are easiest to get, not the ones that actually matter.

High clicks and low CPLs look good, but they don’t mean much if sales can’t turn those leads into pipeline.

The teams doing this well are clear on who they’re targeting, lead with value instead of a demo ask, and build in follow-up and nurture after the form fill.

That’s when LinkedIn Ads start acting like a growth channel instead of a cost center.

Full breakdown here 👇

In B2B marketing, lead quality always trumps lead volume. Chasing vanity metrics like low CPL (cost per lead) or high CTR (click-through rate) often r

Open article: How B2B Companies Can Use LinkedIn Ads to Generate High-Quality Leads by Anthony Blatner • 2 min read

How B2B Companies Can Use LinkedIn Ads to Generate High-Quality Leads

No, LinkedIn pages aren't dead. In fact, they're frequent destination in your sales process - that you need to pay more attention to.

LinkedIn Pages rank very high in Google.
Your prospects are already visiting them. 

Plus, followers are one of the best signals to see from your ABM accounts. Yet, followers can be darn hard to earn sometimes.

It takes really great content to get prospects to follow your company.
But content alone won't always do it.

It takes true community engagement.

(Like, someone actually replying to the comments... and not leaving them hanging)

But really, the best ones spark the discussions in the posts and in the comments. Because we know the organic algorithm is all anti-viral these days.

That's what separates "just posting" from a real organic social strategy.

Strong pages support strong brands, and make everything else in the sales process easier.

So if you're struggling to get results from LinkedIn, build your organic foundation first. Focus on engaging your network, not just pushing content to it (before you consider ads).

And if you want to do it faster, better, "funner" - talk to our team at Speedwork -- LinkedIn Ads Agency

Here's the process to improve the Lead Quality of your LinkedIn Ads 🥇
 
𝟭. 𝗧𝗵𝗲 "𝗠𝘂𝗹𝘁𝗶-𝗥𝗼𝗹𝗲" 𝗘𝘅𝗰𝗹𝘂𝘀𝗶𝗼𝗻 𝗟𝗮𝘆𝗲𝗿
LinkedIn profiles are messy. Someone might be a "Marketing Manager" at their day job but also list themselves as "Founder" of their side hustle.

If you are targeting Enterprise/Mid-Market, you need to layer your exclusions.

• 𝗧𝗵𝗲 𝗙𝗶𝘅: Exclude the opposite criteria of your ICP to filter out the misfits. If you target large companies, explicitly exclude small company sizes. This prevents your ads from serving to a VP’s side project profile instead of their main role.
  
--

𝟮. 𝗘𝘅𝗰𝗹𝘂𝗱𝗲 𝗰𝗼𝗺𝗺𝗼𝗻 𝗺𝗶𝘀𝗳𝗶𝘁 𝘁𝗶𝘁𝗹𝗲𝘀
There's a handful of commonly excluded criteria that you can make before you even launch your campaigns.

• 𝗧𝗵𝗲 𝗙𝗶𝘅: Standard exclusions almost always include: Intern, Student, Unemployed, Retired, and Job Seekers. (funny enough, Owner is often a low quality title when targeting anything larger than small biz)

--

𝟯. 𝗔𝘃𝗼𝗶𝗱 𝗟𝗼𝗼𝗸𝗮𝗹𝗶𝗸𝗲𝘀 ("𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻" 𝗮𝗻𝗱 𝗣𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝘃𝗲𝘀)
This is the silent budget killer. "Reach people similar to your target audience" sounds good, but gives the algorithm permission to color outside the lines you just drew. It almost always dilutes lead quality in favor of cheaper impressions.

• 𝗧𝗵𝗲 𝗙𝗶𝘅: If you have a very broad and large ICP, you can consider it. For everyone else, turn it off. Trust your own targeting data over the algorithm’s guess.

--

𝟰. 𝗧𝗵𝗲 𝟭-𝗪𝗲𝗲𝗸 𝗗𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰 𝗖𝗵𝗲𝗰𝗸
Don't "set it and forget it." Even if you target "Senior Decision Makers," LinkedIn will naturally serve ads to the cheapest segment within that audience first (often the more junior people).

• 𝗧𝗵𝗲 𝗙𝗶𝘅: Check the 𝘋𝘦𝘮𝘰𝘨𝘳𝘢𝘱𝘩𝘪𝘤𝘴 tab in Campaign Manager after the first few days. You'll often find that the majority of your impressions are going to your least desired part of your audience. You need to segment your campaigns further to force spend toward the C-Suite.

--

𝟱. 𝗧𝗵𝗲 𝗟𝗲𝗮𝗱 𝗚𝗿𝗮𝗱𝗶𝗻𝗴 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗟𝗼𝗼𝗽
B2B sales cycles are long. You can’t wait 6 months for "Closed-Won" data to optimize your ads.

• 𝗧𝗵𝗲 𝗙𝗶𝘅: We set up a grading system with Sales. As soon as a lead hits the CRM, the rep grades it as "Qualified" or Not. We feed that data back into the ad account weekly.


High volume looks good in a weekly report. High quality looks good in the bank account.
 
How are you currently grading your inbound leads?

A few of my personal takeaways from last year:
 
→ Keep a physical to-do list for the day. Having it right in front of me keeps me on track.
→ At the end of the day, plan your next day, instead of trying to remember where you left off.
→ For every meeting, send an agenda before, and action items after so everyone is aligned.
 
→ Record your calls, our memory stinks (<3 Fathom.ai)
→ If an email is too complex, send a video (<3 Loom)
→ Talk to text instead of typing - SO much faster (<3 Wispr Flow)
 
→ Monitor & control your expenses (<3 Ramp)
→ Protect your attention - unsubscribe, use do not disturb (<3 Inbox When Ready)
 
→ A good mic gives a good first impression (a bad mic makes you seem tech-challenged)
→ You’d be surprised at who is reading all of your posts 👀
 
→ Ask 'How did you hear about us', AND 'Why did you choose us' - that info is gold
→ Join sub-groups in your industry - scrolling LinkedIn is great for discovery, but the real juicy details are in niche communities.

What are some of yours?

If thought leadership is the most effective type of B2B marketing - why do bigger companies struggle the most to get their subject matter experts involved?

Enterprise companies are brimming with smart people, now you need a system to get that content out of their head and into LinkedIn (and into your marketing campaign).

In this webinar, we'll walk you through the process to creating an enterprise thought leadership content engine.

And then how to turn it into a Thought Leadership Ad Funnel, using LinkedIn's Thought Leader ad format, to enhance your full funnel marketing approach.

I've worked with 500+ companies on their LinkedIn marketing and we've built this engine many times over.

Join us on Thursday at 2pm ET / 11 am PT: https://lnkd.in/gMD8sGpE

No alternative text description for this image

𝗟𝗮𝘀𝘁 𝘆𝗲𝗮𝗿, 𝗕𝟮𝗕 𝘀𝗼𝗰𝗶𝗮𝗹 𝗲𝘅𝗽𝗹𝗼𝗱𝗲𝗱 - 𝘁𝗵𝗶𝘀 𝘆𝗲𝗮𝗿, 𝗶𝘁'𝘀 𝘁𝗮𝗯𝗹𝗲 𝘀𝘁𝗮𝗸𝗲𝘀.

If you're not showing up on social, you can be sure your competitors are.

LinkedIn's traffic has increased.
User engagement has increased.
Video watch time is up.

Now, I'm an "Ads Guy", but before you start advertising, maximize your organic social first (those free impressions).

Your prospects are already looking you and your company up on here. And, posts are indexed by Google and LLMs. Big for AEO/GEO.

--

𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝘁𝗼 𝗹𝗲𝘃𝗲𝗹 𝘂𝗽 𝘆𝗼𝘂𝗿 𝗦𝗼𝗰𝗶𝗮𝗹 𝗴𝗮𝗺𝗲 𝗶𝗻 𝟮𝟬𝟮𝟲:
1. Create content your ICP wants to learn.
2. Format it for LI.
3. Post 3x+/week.
4. Do it consistently.
5. Boost the best with ads.
6. Retarget with your main offer.

𝗕𝘂𝘁, 𝗺𝗼𝘀𝘁 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗵𝗮𝘃𝗲 𝘁𝗵𝗲𝘀𝗲 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀:
• Posts aren’t consistent – so viewers forget about you.
• Posts don’t grab attention – so they don't get read.
• Post don't spark engagement – so no clicks.

What's the best way to change it? 
>> Put someone in charge to own it. 

We've helped:
+ 𝗦𝗲𝗻𝗶𝗼𝗿 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 find their voice on social.
+ 𝗡𝗲𝘄 𝘀𝘁𝗮𝗿𝘁𝘂𝗽𝘀 draw more visitors than big competitors.
+ 𝗘𝗻𝘁𝗲𝗿𝗽𝗿𝗶𝘀𝗲 𝘁𝗲𝗮𝗺𝘀 attract significant deals via posting.

It's not terribly complicated, just good consistent content that works (not mediocre AI-generated stuff).

We use a Thought Leadership content framework to help executives communicate key points, AND deliver offers that attract leads – just like this post :)

Want a free organic social plan? Schedule a call at Speedwork -- LinkedIn Ads Agency

I see a lot of SaaS teams blame LinkedIn Ads when results stall.

But most of the time, the issue isn’t the platform, it’s how the campaigns are being run.

I’ve reviewed a lot of LinkedIn ad accounts over the years, and the same mistakes show up again and again:
- Optimizing for clicks instead of revenue
- Treating targeting like a set-it-and-forget-it task
- Skipping retargeting or using it too late
- Relying on “nice-looking” creative that doesn’t actually say anything

None of this is complicated to fix, but it does require being intentional.

We wrote a blog breaking down the most common LinkedIn Ads mistakes SaaS companies make and how to avoid them.

Give it a read 👇

LinkedIn Ads are one of the most effective paid media channels for B2B SaaS growth – but only when used strategically. Many startups and growth-stage 

Open article: Top Mistakes SaaS Companies Make with LinkedIn Ads (and How to Avoid Them) by Anthony Blatner • 3 min read

Top Mistakes SaaS Companies Make with LinkedIn Ads (and How to Avoid Them)

The holidays are great and all – but Q1 is where the real holly jolly of the B2B world is.

Why?

Everyone is back to work and excited for the year.

Traffic is way up online – meaning ad costs are way down. In fact, they're the lowest of the year (get in now while the gettin's' good!)

Many are starting to plan their campaigns, but haven't launched yet - meaning competition is lower, which also helps with ad costs.

Companies are talking about their initiatives for the year, and Leaders are exploring new tools, services, solutions to achieve those initiatives.

They're booking demos, they're asking for proposals, and they're moving to closed/won.

Aka we're in Buying Mode season.

Merry Q1 y'all!

"Social" is the most influential channel in business today. Paid Social is the amplifier... Are your organic & paid strategies working together?

My favorite module in my new course, B2B Marketing on LinkedIn is "Integrate organic and paid strategies for maximum impact".

Most companies treat them like separate worlds: organic runs on hope, paid runs on budget. But the magic happens when they work in sync... when your organic content fuels paid performance, and your paid campaigns lift your organic reach.

In this module, I break down how to boost the right posts (not just any post), how to turn personal profile content into high-performing Thought Leader Ads, and how to use Events and Newsletters as tools in your full funnel strategy.

The takeaways: Help you build a strategy where every dollar spent and every post published work together to drive awareness, engagement, and pipeline.

You’ll never look at your LinkedIn strategy the same way again.

🎥 Find this course module on LinkedIn Learning or below 👇
https://lnkd.in/gjzCfrRq

Integrate organic and paid strategies for maximum impact

Welcome back to work. 2026. B2B buying season is officially open. Areeee you ready?!

What's B2B buying season?

It's Q1 - it's the fast track of the B2B customer journey.

How so?

The world goes back to the office this week. People are fresh off a long vacation, and excited to dig into the new year.

Somewhere in the back of their mind over the holidays they've been thinking about the upcoming year. (some more/less than others)

They have goals, initiatives, hopes, and dreams. They also have challenges and jobs to be done.

They know they will need info, data, software, and a little help to achieve those. 🏆

That means, they're in buying mode.

What you do in Q1, sets the tone for the year ago. 

Let's get after it, LinkedIn!

Marketing @ KlientBoost - The Performance Marketing Agency

Struggling to make your paid ads profitable? I can help.

I've generated $50M+ pipeline (& counting) for B2B Tech and SaaS companies through content marketing, paid search, and paid social demand generation and GTM strategies.

"We've never been able to make paid ads work for us." — common feedback from happy B2B clients.

Some of the leading minds in B2B follow my content for fresh LinkedIn and Google Ads growth recipes.

Right now, I'm leading marketing @ KlientBoost to add $250K MRR using the exact same strategies, principles, & processes we roll out for clients.

Here's how we can help you: 
- Done for you marketing—starts with a free marketing plan
- Fresh growth recipes to your inbox—klientboost.com/kitchen
- Follow me on LinkedIn to learn the latest winning B2B strategies

Got a burning question about B2B paid ads? My inbox is always open too.

LFGTM 🤘

Patrick Cumming

8 years ago, landing page projects took 8+ weeks and $20k+.

Yesterday, I did the same work in under 2 hours with AI and got a better output.

Here's what changed:

Back then, agencies would spend weeks learning your audience, translating insights into positioning, and building a page that would bomb on launch day.

3 months later, you'd roll back because it performed worse than the original.

Yesterday, I rebuilt our entire B2B SaaS positioning strategy and landing page from scratch.

And the output is better than I saw from traditional agency work when I first started out 8 years ago.

Here's the exact 7-step process:

1. Fed Claude 182 ICP interviews, closed/won call transcripts from 2025, and Wynter feedback on our existing site.

2. Asked Claude to build a positioning strategy using April Dunford's Obviously Awesome framework plus competitive differentiation gaps. 

3. Got a 21-page positioning doc that's genuinely excellent.

4. Applied that positioning to the 5-act landing page framework through Claude.

5. Received landing page copy that needed minimal tweaking.

6. Uploaded our homepage to Replit for style reference and had it build a new page matching our brand guidelines.

7. Made minor tweaks, pitched it to our VP Growth same day, got approved.

Total time: under 2 hours.

It'll take me another hour to build it in WordPress tomorrow. Live by end of week.

While competitors spend months in revision rounds, we'll have this launched and running split-tests with real market data.

And I'll have more time to create the content that actually drives traffic to the page.

That's the shift: from laboring over details the market won't care about to testing what actually works.

Speed to market beats perfect every time.


P.S. Swing me a DM if you wanna read the full positioning doc 😎

If I had $1 for every time a B2B SaaS exec didn't believe marketing was contributing to pipeline...

I wouldn't be that much richer.

It's happened maybe 20 times in my career. But it's still a huge problem for most B2B marketers despite having more tools to measure it than ever.

The problem is 3-dimensional:

1. Execs think every impression and click is trackable because it used to be. But those wild west days are over. Privacy changes killed that.

2. The funnel concept we pitched made execs believe we could nurture any lead into a customer with the right flow. That's not how buying journeys work.

3. We defend marketing instead of showcasing a data-driven narrative that highlights the multiple ways marketing contributes to revenue.

This leads to execs who don't understand marketing, real buyer journeys, or how to measure performance.

I'm teaming up with Fibbler's Adam Holmgren on a livestream to fix this... or at least make your life a little easier. 

We'll cover:
- Why it's so hard to prove marketing is working
- The pros and cons of influenced attribution
- Frameworks for building convincing exec-ready reports

I'm not promising this will solve all your attribution problems. But you'll walk away with actionable tools to strengthen your case and win over your exec team.

Hit the link to sign up: https://luma.com/mvbujb74

In 2025 we turned $190K of LinkedIn Ads spend into ~$2.5M influenced ARR. That's a 13X ROAS and we did it using campaign types most B2Bs are afraid to use. Read the document for a detailed breakdown of the playbooks:

KlientBoost - 13X ROAS From LinkedIn Ads

7 predictions for B2B demand generation in 2026:

1. More B2Bs will abandon LinkedIn Ads as CPMs rise, chasing "cheaper" B2C channels. Smart B2Bs will stay put and use the cheaper LinkedIn ad formats everyone's afraid to touch: CTV and ungated document ads. They'll get LinkedIn's unmatched targeting without paying the premium that companies running boring single image conversion ads are stuck with.

2. B2Bs will become obsessed with in-market intent signals to spam weak offers that don't convert to revenue. We'll see a rise in integrated high-intent campaigns pushed to Reddit, YouTube, and Meta. It'll be AI-slop at scale. Smart B2Bs will use intent signals tactfully, but the bulk of pipeline will come from campaigns following foundational principles: broad targeting with messaging pulled directly from what the market is asking for, refined every quarter.

3. We'll have more measurement tools than ever, but it'll get harder to prove marketing's influence. There's a 30-50% loss in click data from cookie rejection and ad blockers. Platforms are missing half the value they deliver. More B2Bs will cut spend based on incomplete data and watch pipeline collapse next quarter. Smart B2Bs will triangulate: use MTA for insights, then validate with incrementality testing and lift analysis.

4. There will be a bigger push to improve marketing efficiency. And it needs to happen. Many teams use "it takes time" to justify marketing that isn't working. The most successful teams will obsess over lead quality, pipeline, and contribution to revenue.

5. AI will finally create complex imagery. Our feeds will flood with AI-slop infographics on topics prospects never asked for. Smart B2Bs will use AI for wireframes but add an inimitable human touch to every piece of published content.

6. B2Bs will obsess over GEO and AI visibility rankings. Many will fail for the same reason past SEO and paid ads strategies failed: skipping foundational ICP research on pains, gains, and jobs to be done. They'll flock to tools promising the world instead of doing the deep strategy work.

7. Competition will get fiercer. Ad costs are rising, price sensitivity is rising, fear of risk is rising. More deals get lost to inaction. B2Bs without clear differentiation will push spend to retargeting competitor visitors and matching feature sets, instead of listening to customers to find out what they actually need.

I'm at the end of that and it sounds doom and gloom.

But I do think it's gonna be a ludicrously fun year for marketers who love chaos, uncertainty, and challenge.

But there's no two ways about it. It's going to be tough.

What would you add?

If I was planning a 2026 paid ads strategy for a B2B SaaS company, I'd skip the shiny tactics and focus on the boring stuff that actually drives pipeline.

Here's the 7 step process that works:

Step 1: Before you launch anything, fix your foundations

1. Targeting: Use Primer or Clay to build company lists. Push 80% of spend to proven segments, 20% to testing new ones.

2. Messaging: Pull first-call transcripts from closed deals. Build a POV on every pain point prospects actually mention.

3. Attribution: Set up multi-touch or self-reported attribution. Last-click misses 90% of what influenced the deal. B2B buyers now touch 76 interactions across 6.8 stakeholders before close.

4. Tracking: Send MQL, SQL, and Closed/Won data into your ad platforms. Set conversion windows to max (365 days for LinkedIn, 90 for Google).

Step 2: You need an optimal platform split

Check Google's search impression share. Under 10%? Scale budget. Over 90%? You've maxed out.

For LinkedIn, look at audience penetration and frequency over 90 days. Below 80% penetration and 10 frequency? Room to scale.

Start with 60:40 weighted to LinkedIn. Lower CAC, more scalable, compounds over time.

Step 3: Optimize for the 95:5 rule

80% of LinkedIn spend goes to saturating cold audiences with pain-focused content. Hit 80% penetration and 10+ frequency to reach in-market buyers now while building demand for next quarter.

20% goes to high-intent audiences: page visitors, existing pipeline, buying committees.

Use engagement, video views, and awareness objectives. Website visits and conversions have insane CPMs.

Google is for high-intent search only. Run keywords through Ahrefs to find transactional intent. Start with exact match, add phrase match after 90 days.

Step 4: Ditch generic branded ads

Branded single image ads had 4X higher CAC in 2025. Worst performers by miles.

For cold prospecting, run three campaign types: Ungated Document Ads, Thought Leader Ads, CTV Ads.

For retargeting, single images work better since you've built trust.

Step 5: Be careful with shiny AI tools

On LinkedIn, switch off audience expansion and LinkedIn ad network. They'll burn budget on low quality impressions that don't drive pipeline.

For Google Ads, you can test Performance Max, but most B2Bs should avoid it. Lower cost product-led SaaS products see better results since volume is higher and barrier to entry is lower.

Step 6: Cautious channel expansion

Most B2Bs don't need this yet. Max out LinkedIn and Google first.

But if you've hit 80%+ penetration on LinkedIn or 90%+ impression share on Google, try Reddit, YouTube, or Meta.

Use Primer or Vector to target matched ICP audiences.

Step 7: Measure what matters

After 90 days, cut anything with 2X higher CAC than average. Push 80% of spend to what's left. Use 20% to test new bets.

Paid Ads planning isn't rocket science. Master the fundamentals, trust the process, and watch pipeline follow.

KlientBoost B2B SaaS Paid Ads Strategy 2026

LinkedIn's campaign objectives don't work the way you think they do.

Most marketers see "conversions" and assume it'll drive more demos. See "website visits" and expect more traffic.

The theory: LinkedIn's algorithm knows who's likely to complete specific actions and serves ads accordingly.

The reality: After 3 years of testing, I've learned to ignore the labels entirely.

Here's what I found analysing a client's campaigns last week:

Single image ad (website visits objective): 1% CTR
Single image ad (brand awareness objective): 0.9% CTR
Video ad (website traffic objective): 0.8% CTR
Thought-leader ad (engagement objective): 1.7% CTR

The awareness campaign reached 6X more people with basically the same CTR as the website visits campaign.

And it outperformed the video campaign that was literally optimised for website traffic.

The engagement objective campaign crushed everything, despite being designed for post interactions and page follows.

We ran similar tests on our own accounts last year. The brand awareness objective drove 10X higher conversion rates than the conversion objective.

Here's why it happens:

LinkedIn's algorithm isn't sophisticated enough to understand B2B buying intent.

It can't distinguish between someone clicking out of curiosity and someone ready to book a demo.

So stop trusting the objective labels.

Test multiple objectives. Measure what actually moves you closer to your goals.

The objective name doesn't matter. The results do.

3 paid ads audits in 27 days.

All mid-market B2B SaaS.

Same problem: high-intent non-brand keywords aren't converting enough. CAC is unsustainable.

Here's the fix I recommended:

1. Stop chasing form fills. Focus on pipeline.

One account was burning 60% of spend on keywords that never converted to pipeline. I recommended an all-star campaign with only proven pipeline-generating keywords and to push 80% of budget there.

Most B2B SaaS need fewer high-intent keywords, not more.

2. Use conversion-focused bidding with caution if you're under 30 conversions/month.

The algorithm needs data. Without it, you're limiting reach.

Experiment with max clicks or target impression share to get in front of more high-intent searchers. You're trying to find the sweet spot of high search impression share with low CPCs.

3. Use phrase match for keyword mining.

Stop guessing which keywords work. Let the market tell you.

Add phrase match variations of your all-star keywords. Mine search terms monthly for new pipeline converters. Add them back to your all-star campaign.

This is how you develop a Google Ads account that actually improves over time.

CPCs are up 29% vs last year. Efficiency goals are getting harder. But Google Ads still works when you stop spreading budget thin and double down on what's proven.

After 2 weeks intensive filming in LA, 100+ takes of the same screen recording, and more caffeine than I thought it was humanly possible to drink, we're pumped to launch Boost U today.

It's a learning platform for marketers who want the stuff they don't teach you at marketing school.

How to actually use ad platforms. How to create better ads. And then translate it all into real marketing results that help you get promoted and grow.

Here's what makes it different:

Every course is built on validated playbooks from working with hundreds of clients. Not theory. Not outdated tactics from 2019. Real plays that work right now.

We're starting with our LinkedIn Ads course (the one I had 15 diva-level tantrums filming every time I messed up a click 😅). More courses coming soon.

If you've ever felt like traditional marketing education skips the actual useful bits, this is for you.

Check it out: https://lnkd.in/gq_H_Y6s


P.S. If I never have to "act" on camera again in my career, it'll be too soon. But massive credit to the Deadpan 💀 🎬 team for absolutely nailing the video work.

Last week I posted a 7 step AI-powered workflow B2B's could use to build a data-driven repositioning strategy AND turn it into a landing page in <2 hours.

Most people found it helpful, a few folks HATED IT (#sorrynotsorry), and a handful of people DM'd me asking for more details.

I promised them I'd record a full walkthrough of the process. Watch the full process in <3.5 mins below:

We reduced paid ads CAC 14% in 2025 using 3 processes that most B2B SaaS companies completely ignore.

Here's the exact playbook:

1. Efficiency Farming

Stop launching new campaigns every week.

Start reading your data over 90, 180, and 365-day windows to see what actually drives revenue.

Pause campaigns with high CAC. Double down on campaigns with low CAC.

Scale winners by testing variations of what already works.

Do this monthly.

2. Segment Optimization

Targeting is the most overlooked lever in paid ads.

Most B2Bs spread budget across their entire TAM because they're scared of missing prospects.

This kills performance.

Instead, analyze which segments close fastest with the lowest acquisition cost. Build audiences of only these segments using a tool like Primer.

Then exclusively target them.

Do this quarterly.

3. Reverse ICP Exclusions

If you know your ICP, you also know who isn't your ICP.

Build exclusion lists of companies outside your ideal size, industry, or profile.

Upload them to your ad platforms so they stop serving ads to bad-fit audiences.

Example: Only targeting $10-100M IT companies? Exclude everyone under $10M and over $100M.

Update this every time your ICP changes.

The biggest irony in B2B marketing is that most companies think they need to do more when the real gains come from doing less but better.

Paid ads costs aren't dropping. But with these processes, you can stay ahead.

We closed 4 deals from AI platforms in H2 2025.

44 qualified leads came through ChatGPT, Perplexity, and Gemini. Not massive numbers, but enough to pay attention.

Here's what surprised me: our AI visibility sits at 0.5% in our category. That ranks us #6 against competitors.

We're getting deals despite barely showing up in AI responses.

So we ran the math on what happens if we fix that gap.

Q1 target: increase AI citations by 50%. If the conversion rate holds, that's 8-10 additional qualified leads per quarter from a channel that's still growing.

The play is simple:

1. Track where competitors appear in AI responses
2. Identify which content AI platforms cite as sources
3. Build content designed to get picked up by these systems
4. Monitor citation frequency across ChatGPT, Perplexity, Google AI Mode, and Gemini

We're testing Search Intelligence AI to handle the tracking and citation analysis. It scrapes real responses from live AI interfaces and shows exactly which pages get cited.

Early mover advantage matters here. Most brands aren't tracking AI visibility yet. The ones who start now will own the category recommendations before this becomes table stakes.

If you're seeing inbound from AI platforms, you're probably underindexed too. Worth checking where you actually rank.

Get 50% off if you join in the first 7 days: https://lnkd.in/gfKcDJsS

B2Bs are obsessed with "B2C" channels like Meta, Reddit, and YouTube this year for the cheap CPMs promising better efficiency. 

But it's a bad strategic move for most of them. 

Here's how to know if you're ready to expand outside of LinkedIn Ads and Google Ads:

Paid ad costs are getting unsustainably high.

LinkedIn CPMs are up 28% and Google Ads CPCs are up 19% vs 2024. Not exactly in-line with inflation.

But many B2Bs aren't just dealing with rising costs. They're also wasting what budget they do have on bad targeting.

On LinkedIn Ads, it shows up as spreading budget too thin across large audiences. Reach and frequency stay too low to build trust and recall. No trust = no pipeline.

On Google Ads, it's spreading budget across too many keywords that don't convert at a sustainable CPA. More spend, same (or worse) results.

The good news is both problems are fixable with the right approach.

In the latest KlientBoost Kitchen podcast, I break down:

• How to calculate the budget you actually need to win
• Why audience FOMO is killing your pipeline efficiency
• How to target in-market buyers more effectively
• When B2C channel expansion makes sense

These are the same principles we used to reduce marketing CAC 14% in 2025 vs 2024. And the same playbooks our team uses to help clients do the same.

Hit the link in the comments to watch the full breakdown 👇

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