Samantha North

emigre

Human-centric AI automated systems that help B2B service businesses save time, save money, and grow faster.

AI Strategy Advisor

Digital Émigré

Advisor

SamanthaNorth.com

Founder

University of Bath School of Management

Exploring the various drivers of tribal political behaviour on social media, including automated activity, media framing and disinformation.

PhD Candidate

Brandwatch

Content Marketer

GoCardless

Managing content creation and strategy for the UK's leading Direct Debit provider, with clients including the Guardian, Sage, TripAdvisor, the Financial Times and Thomas Cook

Content Manager

Most founders sit in the messy middle: you’ve tried ChatGPT, grabbed a few quick wins…and now everything feels stuck. 

Tools don’t talk to each other, the team isn’t sure when, or why, to use them, and the gap between “interesting experiment” and “a business that runs on AI” just keeps widening.

emigre helps you bridge that gap.

With PhD-level research skills in data science, plus the scars (and wins) of first-hand business experience, emigre partners with founder-led service businesses to future-proof their operations. 

We start by mapping how your work really happens, then designing a tight set of AI moves that clear bottlenecks, multiply your best content, and come with clear ROI numbers that often surprise.

Those same founders say they’re tired of:
• Feeling overwhelmed by half-baked AI experiments with no clear next step
• Watching their teams struggle to choose the right tool for the job
• Wondering how to measure success or where to invest after that first “wow” moment

The AI Transformation Sprint finishes with a simple playbook the team can run, plus a short list of shiny ideas to ignore so you focus only on what moves the needle. 

If you’d like hands-on help, we can also implement and manage the new workflows for you, or you can run with the playbook in-house – it's your call.

Results clients see: 40+ staff hours freed each month, articles and videos repurposed automatically across channels, and capacity that doubles without new hires. 

emigre has worked with brands like BVNK, Brandwatch, GoCardless, Paddle, and ComplyExpress, on SEO, content, and early-stage AI projects – always keeping their voice and standards intact.

Ready to move from random ChatGPT experiments to an AI-first business?

Book a free strategy call here: https://cal.com/emigre-systems/strategy-call

I published 15 YouTube videos in 60 days. Here's what matters (+ what doesn't) 👇

Everyone obsesses over editing, thumbnails, and gear. I wasted months overthinking all of it. Then I tested what actually moves the needle... 

What doesn't matter:
❌ Fancy editing and transitions
❌ Perfect lighting setups
❌ Being polished or formal
❌ Monetisation through ads (unless you have 100K+ subscribers)

What actually matters:
✅ Clear audio (invest in a decent mic, not a new camera)
✅ 4K footage (phones work great)
✅ Having a script or structure so you don't ramble
✅ Talking to the camera like you're talking to a friend

And the biggest lesson I learned?? YouTube rewards consistency over perfection.

The algorithm doesn't really "get" your audience until you've published regularly for a while. 

I almost quit at video 3. But by video 12, things started clicking.

Here's what actually accelerated my growth:

1) The right software matters more than you think

I used to burn hours in editing hell. Now I just use Tella. When editing becomes easy (and even fun), you publish more. When you publish more, you grow faster.

2) YouTube isn't about ad revenue for most of us

It's about attracting your ideal clients and building your email list. One good client from YouTube beats months of ad revenue.

3) Cross-promotion compounds everything

Every video goes to LinkedIn, my email list, even WhatsApp groups (and I spam my personal contacts with endless videos ). Your network wants to support you - so why not let them?

4) Work with someone who's done it

I've learned more from Salma Jafri in 2 months than I would have in 2 years alone (her YES community is well worth checking out if you're serious about YouTube)

5) AI is a workflow multiplier

I use it for titles, thumbnail concepts, and scripts. My favourite workflow: voice-dictate notes into my phone, ask Claude to structure them into a script, deliver to camera = video done! 

The difference between 0 and 15 videos isn't talent (luckily 😆)
It's removing friction and showing up consistently.

What's your biggest barrier to getting on video?

Samantha North, PhD

AI transformation for B2B | PhD in social data science | On a 2nd passport mission

Kiin.co - Linkedin Ads Agency

I founded Kiin in 2020 after recognizing a gap in the market—very few people truly understood how to run LinkedIn Ads effectively. Since then, we’ve worked with 150+ clients and managed millions in ad spend, helping B2B companies generate demand, capture leads, and scale their marketing efforts on LinkedIn.

LinkedIn Ads Agency Founder (est 2020)

Kiin.co is a LinkedIn ads agency with a focus on scaling B2B companies.

B2B Brains - Newsletter For Marketers

Get Smarter in B2B Ads in 5 Minutes a week - Newsletter + Community
https://b2bhero.beehiiv.com/subscribe

Unlock expert insights, data-driven strategies, and practical tips to optimize your B2B ad campaigns. Stay ahead with the latest updates and boost your results—all delivered straight to your inbox every week. Plus, access a library of free resources, including ad templates and exclusive courses. Sign up now and elevate your advertising game.

Cine Society

Lisbon's best roof top cinema. 
www.cinesociety.pt

Co-Founder

B2BHero.co

B2Bhero.co is on a mission to help small business owners and B2B software founders understand how to grow.

Understory

At Understory Agency, I shape LinkedIn Ads strategy, B2B demand generation, and growth execution—driving data-backed results through precise targeting, optimization, and full-funnel campaign design.

LinkedIn Ads Specialist

Proud To Be Sengwer

Grassroots activists defy intimidation in a struggle for their ancestral forest homeland, and with it, their cultural identity as Sengwer.

Follow citizen journalist Elias Kimaiyo as he overcomes serious injury by the Kenya Forest Service to mobilise a network of Sengwer activists. Despite forced evictions where their homes are repeatedly burnt down, they record human rights abuses and monitor environmental damage to the Embobut Forest

Independent Filmmaker

LinkedIn Ads Specialist | B2B Youtuber/Blogger | Rooftop Cinema Owner

I've been running B2B ads for 9 years, diving deep into LinkedIn Ads in 2020—that’s 5 years of laser-focused expertise on the platform. Since then, I’ve managed millions in ad spend for 150+ clients, helping businesses scale their demand generation, lead gen, and revenue strategies.

💡 What I do:
👉 I run Kiin, a niche LinkedIn Ads agency working with budgets up to $100K/month
👉 I help B2B companies own their demand, lower CPLs, and convert more pipeline
👉 I design and execute high-performing LinkedIn campaigns that drive real ROI

🔹 Want to scale your LinkedIn Ads profitably? Let’s chat. Book a call: https://calendly.com/phil-kiin/30min
🔹 Learn more at www.kiin.co

Philip Ilic

I'm building out a LinkedIn Ads strategy for a B2B SaaS right now.
Sales-led. HR tech. ACV $50k+.
Here’s the strategy👇

We’re anchoring around one high-quality ICP list and using it across:
+ LinkedIn Ads
+ Signal-based outbound
+ Warm outbound

The strategy is to connect LinkedIn ads and specifically lean heavily on thought leader ads + outbound as one coherent system. 

Whereas LinkedIn ads are great to warm up an audience through its amazing ability for content distribution, outbound is a great conversion mechanism. 

Top of Funnel
We push broad, relevant content to the entire list, not to convert, but to get them engaged, and familiar with the brand.

Goal: build a high-quality 180-day retargeting audience. 


Middle of Funnel
This is where we build trust and familiarity. Content distribution, demand gen part. 

Running:
+ 180-day retargeting
+ Thought Leader Ads
+ Zero-click content
+ Demand-gen educational posts

We're not driving traffic. We’re distributing content, who we are, what we do, why it matters.

Bottom of Funnel
This is often what i launch first. It's fast to launch and drives early results.

We’ll run:
+ Single-image ads
+ Conversation ads (with incentives also)
+ Retargeting + cold campaigns

Single-image ads convert warm users, but can work cold too when your TAM is big enough (there's always someone in-market).

Conversation ads (especially incentive-based ones) work targeting HR really well for some reason.

Outbound
Outbound is split into 2:

1️⃣ Signal-based: 
Clay picks up intent signals (profile views, ad engagement, site visits, etc.). Those get piped into tools like HeyReach or Instantly for personalised outreach.

2️⃣ Warm outbound: 
After a few weeks of LinkedIn Ads warming the list, we hit the entire ICP with outbound. 
—
p.s. if you’d like us to build out a GTM system, which connects LinkedIn + warm outbound schedule a call with me here: https://lnkd.in/d-rYinXh

LinkedIn Ads Specialist | Dm Me To Access My full LinkedIn Ads Playbooks👇 | Rooftop Cinema Owner🍿

Organic content + LinkedIn Thought Leader Ads + Warm Outbound = the best go-to-market strategy for sales-led SaaS right now.

If I were designing a full go-to-market system for a B2B SaaS (which I do), here’s exactly what I’d do 👇

1️⃣ Build a coherent strategy around organic content

Post regularly on LinkedIn from as many team members as possible.

It brings inbound leads and lets you test which content performs best before turning it into Thought Leader Ads.

2️⃣ Build your master list, the foundation of your marketing

Create a high-quality list aligned with your goals and ad budget for the next 90 days.

This list is the core of your system; put serious effort into it.

3️⃣ Warm the list with Thought Leader Ads

Boost your best organic content.

Rotate creatives as frequency increases.

Track metrics like engagement, penetration, and frequency to guide scaling.

4️⃣ Run signal-based outbound

Anyone who engages, comments, follows, views your profile, or shows activity at a company level on LinkedIn, send them a warm outbound message.

5️⃣ Run warm general outbound

A few weeks after Thought Leader Ads start gaining traction, run a warm email campaign to the same list.

Use LinkedIn automation (like HeyReach) to connect, message, or InMail them.

Keep profile photos consistent across organic content, ads, and emails to build strong personal brand recognition.

How it all fits together:
 ✅ Organic → builds initial inbound momentum
 ✅ Thought Leader Ads → scale reach to the right audience
 ✅ Warm Outbound → converts engagement into demos

Get this right and you’ll have a highly scalable GTM system for B2B SaaS.

-----
p.s. We’ve just launched this system for a few select clients and are now opening it up to new clients.
DM me if you want to talk about rolling it out for your business.

Loving the new AI reporting feature by DashThis...

I’ve tried every reporting setup pretty much:
+ Manual spreadsheets
+ Custom dashboards
+ Looker Studio

Dashthis is just super simple and really quick to get up and running. 

It works with LinkedIn Ads, Google, Meta, CRM... everything basically.

What got me started with them was how low of learning curve it was to learn and get up and running (literally minutes).

Literally clicking a few buttons, connecting your data sources, and you're good to go.

One thing that’s been super useful is the new AI Insights feature.

It doesn’t just dump metrics; it actually tells you what’s going on in a simple way...

👉 What campaigns or channels are doing well right now
👉 Where you could spend more or double down for better results
👉 What’s underperforming or trending in the wrong direction
👉 A  quick, client-friendly overview that connects the dots

It basically turns your messy data into a clear story in seconds.

If you’re running ads/marketing for clients, try it...
Here is a free trial link: https://shorturl.at/wrIrC

p.s. i am not being paid to write this post, but they are my client. But I have been using Dashthis for years before I even knew the team over there :)

I’m currently designing a signals-based outbound system to sit on top of a client’s LinkedIn ad campaigns.
Here’s what I’m building 👇

1. Turning social engagement into conversations

Their thought leader ads get a steady flow of reactions/comments.
So we’ll automatically pull all that engagement into Trigify → send it to Clay for ICP checks → and then warm contacts go into a small HeyReach sequence (with an Instantly email fallback).

2. Fast follow-up for content + demo leads

Content downloads and demo requests will go into short HeyReach sequences with:
 • Connection request
 • InMail
 • A quick email via Instantly

Each lead type gets slightly different messaging, but the idea is the same: respond quickly while the intent is warm.

3. Company-level engagement → warm outbound

LinkedIn shows which companies engage with your content.

We’ll collect these accounts, enrich them in Clay and run a warm:
 • Email sequence (Instantly)
 • LinkedIn connection sequence (HeyReach)

4. Website visitors → warm outbound

Anyone hitting the website (via your tracking tools) goes straight into:
 • A warm email flow
 • A LinkedIn connection flow

The goal here is to capture any existing demand in the market using the above as signals.

I have a LinkedIn ads client with a super low lead gen form fill (for a demo) to actually booking in the calendar ratio. 
Close to 0%.

Most ppl say, ‘oh that’s because lead gen forms don't work’.

Honestly, that is not the reason. 

I have multiple clients where we use lead gen forms, and the demo-to-booking-to-turning-up rate is over 50%. 

When i dug deeper into this client, turns out the SDR was on holiday, and when they are not on holiday, the follow up was super week.

They follow up with just an email like a day later...
...and thats it. then they call it a day. 
and come back to us saying lead gen forms are sh$t. 

If you want this ratio to work you need to have the full follow up. 
Here is what i suggest:

1. Set up an automation where leads get pinged to slack so the SDR can follow up with in minutes / or hours not days. 

2. They need to follow up with a connection request/ email right away thanking them for booking in and making sure they actually scheduled. 

3. If there is no answer then should follow up the next day with an inmail message. 

4. Some of the best ratios i have seen is if they call the contact just to secure the time of the demo. 
This call part honestly works super well. 
Just a quick ‘hey i see you signed up for a demo, when is a good time to do it’ type of call. 

5. Have really good marketing email automation. a few emails over the next few days. 
Try to keep it helpful, good content to keep them interested. 

Without a good follow up lead gen forms can under perform.

I think it’s Daniela Gali and my 4th websummit now.

It’s great to be back. Super overwhelming. But you make what you can from it.

Anyone else here dm me well grab a coffee/beer/wine ✌️

graphical user interface, application, Teams

Matching your LinkedIn ads budget to your audience size matters a lot

When the budget is small compared to your TAM, what i love to do is scrape a list which has an extra layer of intent signals on top. 

So instead of targeting all B2B SaaS companies (for me for example)…

...maybe b2b saas which is actively hiring for a specific role, 
or just got funded or is using your competitor 
or has some new technology they just added to their site. 

Things like…

B2B SaaS + funded in last 90 days
B2B SaaS + hiring for GTM roles
B2B SaaS + hiring for RevOps roles
B2B SaaS + installed HubSpot in last 30 days
B2B SaaS + increased LinkedIn ad spend
B2B SaaS + new CMO in last 90 days
B2B SaaS + expanded to US/EU recently
B2B SaaS + launched a new product
B2B SaaS + attending SaaStr
B2B SaaS + trending on G2


Layering in this extra layer of intent can be quite powerful to make sure that small budget hits the highest intent audience rather than spraying and praying. 

I just tried this on our internal account and performance increased quite a bit. Will release this month's results on Monday.

This month I started targeting a list + intent (with my Linkedin ads)
...this dropped my cost per scheduled sales call from £333 to £184.

If you have a large enough TAM, then try focusing your linkedin ads budget layered in with an intent. 

My intent was recently funded B2B SaaS. 

Trying some lists with companies with open job roles related to demand gen. 

only works with large enough TAMs where you can segment your audience. 

Full results coming tomorrow for the months results

Here is how in November we dropped our cost per sales call from $441 to $243
We spent $3,230 on LinkedIn ads for Kiin.co - Linkedin Ads Agency.
Here are the results 👇

This month we spent more and the budget was super concentrated on just one ad initiative:

Thought leader ad ➜ landing page (asking for email) ➜ ridiculously strong follow-up.

➜ our cost per call dropped by close to half
➜ cost per lead stayed roughly the same: $18.82
➜ 8 phone calls scheduled
➜ 2 clients acquired at roughly $1,600 CAC (worth $45,000–$65,000 LTV)
➜ increased the lead-to-sales-call from 3.75% to 7.69%

So the thing that changed most between October and November is the lead-to-sales-call rate nearly doubled, which basically dropped the cost per scheduled call by half.

So what happened here???

I think the main thing is that i got a list of companies with an intent signal on top.

The cost per lead from this list was very similar, but the big change was that way more of them actually wanted to speak with me about LinkedIn ads 
(I've converted 2 so far, maybe more in the next months).

The second thing I started doing is not only following up with a LinkedIn connection request / message but also with an email.

The follow-up email included more content about how we work and our strategies, and asked them if they wanted a free audit.

I think converting 7.69% of leads to scheduled calls is elite level.

But one thing Omar Aboushady and I chatted about is including a quick call step. 
We’ve seen this work super well with clients. 

Will add this in January and let you know how it does.

----
p.s. i run LinkedIn ads + GTM motions for sales-led B2B SaaS. Reach out if you need any help 🙌

#linkedinads #gtm #linkedin

11% of ppl who watched my long-form Linkedin ads video…
…clicked my CTA to book a call 👇
Here’s how I make long-form video for B2B companies that ppl actually watch (and convert).

I send every new…
+ prospect
+ lead
+ anyone who engages with me
+ my Linkedin ads (especially rtg)
+ anyone who signs up for my assets gets redirected

...basically any excuse to send this video to my ICP.

Watching the analytics, ppl watched over 45% of the videos on average.
I go over this from time to time, and the ones who convert often watch 100%.

Some ppl watch 2–3 times (I see you 😅)

what’s even crazier is that 5% of the ppl watching are clicking my CTA (book a call with me).

I have another video, watched a lot less (162 times) but the CTA was clicked 11% of the time 😱

not all of them actually book,
but that’s pretty insane!

Here is how I recommend you make a high-impact video:

Firstly don’t make it a webinar.
Secondly don’t make it basically just a demo.

1. Packaging of the video is everything:

you need to package it up in a really good way. the packaging is everything.

We are marketers, so how do we sell ppl on this?

Start with the title and work backwards.

For me, it was pretty simple, it’s just our internal system on how we run Linkedin ads for clients.

I packaged it as…
$1.2 million Pipeline: our exact Linkedin ads strategy.

The other one is called…
Linkedin thought leader ads: how we generate millions in pipeline.

Ok you’re getting a pattern on my namings!! not very original, I know.

I was speaking to a client about their webinar packaging recently.

Ultimately they just wanted to do a live demo for groups of ppl.

But what we discussed was that very few ppl will want to sign up to a demo.

but if we package it as something educational and actually deliver it as educational, then a lot more ppl will want to turn up (and watch more than 20 seconds)

2. Make sure you have a really good hook / structure.

I keep mine pretty simple:

a) strong one-liner hook
I go straight into the meat, no: “hello my name is xyz” stuff 🥱

More like...
“this is how we helped 5 Linkedin ads accounts scale to millions in pipeline in the past 8 weeks”
...make sure it’s true of course!

b) show social proof

If you’re showing how you did something, show the proof.

I do this by name-dropping clients (the ones who allow me to), and showing real results.

c) go into the educational part

but keep to the point.
no faffing. no talking around a topic too much. be concise.

d) have a good CTA

If you want ppl to book 1:1 demos, then call it out.

I keep my vids mostly under 20 minutes.
The first is 12 minutes long, the second is 17.
——
 p.s. if you want help scaling out your GTM motion with Linkedin ads, GTM. outbound, video etc, here to help, just reach out 🤭

#linkedinads #gtm #demandgen

ppl like to b$tch on running incentive ads. 

But i keep seeing some ridiculous results with conversation ads + an incentive.

The screenshot below is of a current client we are working with, but this is not a one-off or random result we are getting. 

We have gotten similar (although maybe slightly higher) cost per lead for multiple clients using incentives. 

the $139 leads here are ppl asking to do a demo (not gated content leads) 

Here are the objections i hear over and over again:
'oh but the person just wants the  incentive, they don't actually have any interest in our product'

honestly I thought a similar thing before i launched this the first time a while back. 

But i have been running these for some clients for literally 12 months plus now, and we have seen these go from demo to pipeline to closed/won deals at a decent rate.

If you are unsure about these, just try them.  
Put 1000 bucks behind one and see what happens. 

---
my name is Philip Ilic and i run Linkedin ads for B2B SaaS companies. 

They don't work for every client, but when they do they work super well.

I'm currently analysing 10s of thousands of pounds in conversation ads to work out why some do so well and others fall flat. 
Here are some preliminary results...👇

1. The cost per open matters a lot.

Pretty obvious, I guess, but the cost per open varied from as little as 15 cents to as much as £3.50, which will never get the cost per lead low enough.

I imagined the main metric to get the cost per open down would be the open rate.

But the one with 15 cents per open actually had a relatively low open rate (28%), compared with others above 40%.

Still trying to work this out. 

Will release more research around this on my newsletter, will leave a link in the comments.

2. If you’re running lead gen forms inside convo ads, keep a close eye on the form open rate and the form completion rate.

Some campaigns had high completion rates but super low form open rates.

The angle/positioning of the message and specifically the words you use in the convo ad makes a big difference in getting people to open the form. 

Incentives also help a lot (see below).

3. Incentives work really well.

Every time I put an incentive ($100 Amazon gift card) into these, they seem to get a lot more leads.

(And those leads actually convert to pipeline and revenue, for any cynics.)

4. The open rate matters a lot.

On the most successful campaigns (ones with most leads/good cost), the open rate was often above 35%, even 40%+.

AB test your subject line. 

One thing that worked consistently was stating the incentive directly in the subject line.

I’ll bring out a more comprehensive, data-backed report on all of this, plus how to turn these insights into actionable steps.

Sign up to my newsletter to be the first to get it (link in comments)👇

I've had a lot of success with driving leads with gated assets. 

But most ppl say these leads are...
+ super low value
+ have no intent
+ and waste sales time. 

I think they are just looking at it wrong. 

Here is how i am running it and why it works for me...

1. The asset has to be genuinely valuable

Not a gated PDF pretending to be useful.

I am using an asset that is actually helpful, practical, and worth saving.

Because the asset is strong, the cost per lead stays low.

Pairing this with thought leader ads helps even more, as the social proof around the person delivering the message improves performance across the journey.

2. The landing page conversion rate matters a lot

It needs to be above 40%.

Thought leader ads help here because the likes and comments create credibility.

People see the content, recognise the person behind it, and then even an average landing page converts well because the social proof has already been built.

My cost per lead is currently under $20
...and these are senior marketers in B2B companies.

3. You need a proper outbound and marketing follow up

Most of these people are not asking for a demo. 

Out of one hundred leads, you might only find three or four who are genuinely in market. 
That is exactly what you are mining for.

Anyone downloading a LinkedIn Ads resource probably has LinkedIn Ads on their mind.

They are trying to figure something out. 
Some are ready now, some are not.

Once a lead comes in, I go outbound.

With the Instantly.ai and HeyReach.io integration, I can set up a connection request and, if they do not accept, they receive an email and an InMail.

This can be automated or handled manually, but either way you have to follow up.

My conversion rate from lead to booked call is roughly 3.8%.

 So around four calls for every one hundred leads, which puts the cost per booked call at around £300.

This month it will be lower, because I have made a few improvements that I will share soon (literally, like half).

These calls convert well because people have already consumed my videos and content.

Almost half of all sign-ups read every follow up email, so by the time they book a call they are warm and informed.

I am converting roughly 1/3 calls.

Even if you assume 1/4, the customer acquisition cost sits around a thousand bucks.

For me that is great, because the average lifetime value of a client is in the tens of thousands.

Even in a worst case scenario it sits around at around 6-8k.

Most people dismiss this system because they believe it means sales chasing low intent leads.

There is some truth in that, but the mindset needs adjusting.

You only need three or four in-market people out of one hundred for this to work.

It is about getting the economics right...
+ CPL low (for us under 20 bucks)
+ CVR Lead to demo high (for us 3.8%)
+Demo to revenue at a good rate (for us 1/3)

---
p.s. if you are running linkedin ads and want a free audit feel free to send me a dm :)

For SALES-led B2B SaaS, i would always start with a list of your top companies. 

This means if you are the type of company that...
+ need demos
+ sales calls
+ you have 10k plus in ACV/ LTV

Then putting a looooot of effort into building out your list is super important.

The majority of these types of companies have TAMs which are manageable (like 20k or under/ a lot 10k or under).

This list can then be used in the best Go-To-Market strategy I am aware of:
Thought leader ads + warm outbound. 

1. THOUGHT LEADER ADS:
Upload the list to LinkedIn and use thought leader ads to warm the list. 

Deliver content via LinkedIn ads, which tell them...
+ what you do (features)
+ who you are (values)
+ who you've helped (social proof)

Make sure your budget matches the list size so you can get the right reach and frequency. 

If your budget is much smaller, then just segment your list so it is smaller and target just that smaller list for the next 90 days.

2. SIGNAL-BASED WARM OUTBOUND
This means anyone who has engaged, commented, viewed your profile, or followed you....

...go outbound to them (LinkedIn + email)

3. Straight Warm Outbound
After a few weeks of your list being warmed up, making sure your frequency + penetration rate are decent, go outbound to the full list.

I am testing leaning a little more on a harder CTA, but a softer value-driven one works well either way. 

This list forms the basis of this as each penny you spend and every ounce offert is spent targeting the exact right ICP. 

---
My name is Philip Ilic, and I help B2B companies with LinkedIn ads + GTM motions.

I run different Thought Leader Ads for different parts of my market. It just works better.

I’ve run more general ones too, and they work fine.

But if your audience is as broad as mine, I’d segment the audience slightly.

For example, we’ve had a lot of success with HR tech/SaaS.

So I’ve now pulled together a big(ish) list of HR tech companies and I’m designing a few Thought Leader posts specifically for that market.

Stuff like: “How this HR tech company reached X results with LinkedIn ads” type posts.

That builds the social proof, and the ads actually resonate with that audience.

It helps them believe it might work for them too, because they’re seeing a near-identical example of it already working.

What I’m doing for my clients, when possible, is getting super specific and strategic with the Thought Leader Ads we run.

The organic strategy is often totally different from the posts we should pick to push with ads.

And the advice of the nature of 'run the most engaging posts' is bullsh$t. Honestly it needs to be more strategic. 

The post of you and your cat might get 100 likes but i not sure if you should put money behind that. 

The TL ad ones need to be way more strategic.

Who is going to Websummit Lisboa??? 

Hit me up, keen to meet some of you in real life 🙌

taplio

The Battle

Samantha North

Philip Ilic

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Performance ScoreSamantha North's LinkedIn Performance

Performance ScorePhilip Ilic's LinkedIn Performance

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taplio

The Battle

Samantha North

Philip Ilic

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Samantha North's LinkedIn Performance

Performance ScorePhilip Ilic's LinkedIn Performance

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Performance ScoreSamantha North's LinkedIn Performance