The Ultimate Guide to lead generation with Linkedin Ads

Lead generation is essential to many businesses, especially in the B2B sector. However, the truth is, many B2B marketers mistakenly view it as a mere numbers game, solely focusing on the quantity of leads. Yet, in reality, getting the right quality of leads is equally, if not more, important!

Consider this: Would you prefer to have a large pool of leads with no actual conversions into sales? Or would you rather have a smaller number of leads, but among them, a few convert into high-value deals worth hundreds of thousands of dollars each?

Clearly, the latter is what we all strive for. Quality prevails over quantity, especially in B2B marketing. Having high-quality leads means that these prospects are genuinely interested in your product or service and are more likely to become actual buyers. Instead of blindly pursuing numbers, it's better to focus on attracting those target customers who have a clear need for your business.

Therefore, in this guide, we will be highlighting how to generate more valuable leads on LinkedIn for your business. We will share a range of effective strategies and tips to help you attract those target customers who are relevant to your business and have the intent to purchase. From optimizing your ad content and targeting settings to crafting compelling ad copy and leveraging LinkedIn's profile data, we will provide comprehensive guidance to improve your lead generation results on LinkedIn.

Let's embark on this exciting journey of lead generation, using the powerful platform of LinkedIn to bring more valuable opportunities and business growth to your enterprise!

TABLE OF CONTENTS

  1. Choosing the Right Metrics for Effective Lead Generation
  2. Unveiling the Power of LinkedIn: The Best Platform for Quality Lead Generation
  3. The Significance of Content Marketing in Driving Lead Generation
  4. Unlocking the Key Types of Content for Successful Lead Generation
  5. Setting the Right Objectives: A Guide to Selecting Lead Generation Goals
  6. Linkedin Lead Generation Strategy #1: Engaging Prospects with Active Interest
  7. Linkedin Lead Generation Strategy #2: Targeting Priority Accounts for Success
  8. Linkedin Lead Generation Strategy #3: Harnessing the Power of Linkedin's Profile Data
  9. Linkedin Lead Generation Strategy #4: Leveraging Lead Gen Forms & Website Autofills
  10. Linkedin Lead Generation Strategy #5: Integrating Sales Navigator with Campaign Manager
  11. Optimization Strategy #1: Enhancing Lead Quality for Superior Results
  12. Optimization Strategy #2: Fine-tuning Your Targeting Approach
  13. Optimization Strategy #3: Maximizing Creatives for Engaging Campaigns
  14. Optimization Strategy #4: Streamlining Your Lead Gen Forms for Better Conversions
  15. Optimization Strategy #5: Mastering Conversion Tracking for Improved Performance
  16. Lead Scoring Demystified: Successful Techniques for Effective Lead Scoring

How to Align with Your Sales Team

One of the biggest mistakes many marketers make is launching campaigns without seeking feedback from their Sales teams. As a demand generator for Sales, it's crucial to understand the needs of your sales teams to ensure a successful collaboration.

Engage with them on a personal level - invite them for coffee, beer, or even tequila shots, and have open conversations with them. During these discussions, make sure to gather the following insights:

  • Lead Volume: Determine if they have a sufficient number of leads to work with or if they need more.
  • Lead Quality: Understand if they are currently dealing with a high volume of so-so, low-quality leads that are difficult to convert.
  • Sales Velocity: Find out if they face challenges in closing deals faster and explore ways to expedite the sales process.
  • Sales Narrative: Grasp the current messaging and approach used by the Sales team during their interactions with prospects.
  • Target Audience: Identify the specific target audience they are focusing on.
  • Buying Committee: Determine who the key decision-makers are in the buying process and who they need to influence to secure a sale.
  • Job Functions and Titles: Understand the job functions, titles, and seniority levels of the members in the buying committee.
  • Sales Conversion Definition: Clarify how the sales team defines a "sales conversion" - whether it's an opportunity creation, event registration, or demo sign-up.
  • Sales Cycle Length: Gather information about the typical duration of their sales cycle.
  • Quality Lead Definition: Understand what qualifies as a "quality lead" from the perspective of the sales team.
  • Lead Qualification: Determine if marketing automation is required to further qualify leads before passing them to Sales or if more nurturing is needed before handoff.
  • Response Time: Find out the sales team's average response time to leads and address any potential issues if the response time is slow.

By actively engaging with your Sales team and understanding their perspectives, you can align your marketing efforts more effectively, leading to improved lead generation, enhanced lead quality, and ultimately, better overall sales performance.

If your sales team is facing frustrations due to spending too much time on unproductive leads, it's crucial to prioritize enhancing lead quality. Utilizing marketing automation and lead nurturing can significantly improve the situation by effectively moving these leads through the sales funnel. However, it's equally important to ensure that only qualified leads are passed to the sales team, based on agreed-upon criteria.

Implementing marketing automation allows you to automate repetitive tasks, segment leads based on their behavior, and deliver targeted content, ensuring that leads receive relevant information at the right stage of their buyer's journey. This process nurtures leads and helps them progress through the sales funnel until they meet specific qualification standards.

In cases where the sales team doesn't have enough leads to work with, the focus should shift towards increasing lead volume. Implementing lead generation strategies and campaigns can help attract more potential customers to fill the sales pipeline.

Additionally, retargeting campaigns can be employed if the sales team is facing challenges in closing deals faster. By re-engaging prospects who have shown previous interest, retargeting efforts can reinforce brand awareness and bring potential customers back to complete the buying process.

Effective communication with the sales team is paramount. By openly discussing their struggles and aligning marketing efforts with their needs, you can build trust and a stronger collaborative relationship. When the sales team recognizes marketing's dedication to providing high-quality leads, you'll be seen as a revenue-driven marketer, earning the backing and support of the sales team. This synergy can lead to improved lead conversion rates, increased sales productivity, and overall business success.

Choosing the Right Metrics for Effective Lead Generation

There are four main metrics that can be used to measure the success of lead generation. While they may be called differently in various businesses, they generally fall into the following categories:

  1. Marketing Qualified Leads (MQLs) - This metric assesses the quality of leads. Leads are scored based on specific criteria, such as job title, job function, seniority, and company size. Companies with advanced marketing technology can also measure lead behavior, including online engagement with the brand (website visits, email opens, content downloads, etc.). Once the score surpasses a defined threshold, the leads become MQLs.
  2. Sales Accepted Leads (SALs) - SALs are leads with characteristics and behaviors that make them relevant opportunities for sales, with the potential to turn into deals. Most companies qualify SALs based on the lead's budget, authority, need, and timeline (BANT). Some companies have their own methods of calculating SALs.
  3. Conversions - This metric looks at the number of leads that resulted in closed deals. In large enterprise businesses, it might be challenging to attribute the lead as the final decision-maker, even though they played a key role in opening the opportunity for the deal. Proper data input in CRM by the sales team is needed, which might be highly unlikely. Therefore, some companies measure account engagement that led to the conversion.
  4. Return on Investment (ROI) - This metric measures the dollar value of revenue that your leads helped to generate.

Marketers are under pressure to deliver a high volume of leads. However, the ultimate value lies in generating not just a large number of leads, but also high-quality leads.

B2B sales cycles are long, so proving effectiveness by solely measuring the volume of leads can be challenging.

  • Main Metrics: Real-time tracking of MQL and SAL numbers demonstrates marketing contributions, while ROI figures are reviewed monthly, quarterly, or annually.
  • Driving Value: Showcasing how the quality of leads brings value to the business.
  • Important Terms: CPL (Cost Per Lead), CRM (Customer Relationship Management), Lead Scoring, Marketing Automation System.

Unveiling the Power of LinkedIn: The Best Platform for Quality Lead Generation

According to a global survey of B2B marketers, Linkedin emerged as the preferred choice for generating demand for their businesses. With over 660 million professionals worldwide, Linkedin boasts the largest repository of B2B data points, providing an extensive range of targeting options essential for B2B marketers.

When it comes to accurate and scalable targeting of professionals, no other platform comes close to Linkedin. Marketers have the flexibility to select from various targeting options, including company name, job functions, job titles, member skills, and more, enabling them to reach the most relevant audience for their campaigns.

As if that wasn't impressive enough, Linkedin takes its credibility even further by securing the top spot as the most trusted platform among other social media giants.

According to Business Insider's Digital Trust Report, Linkedin received high rankings in ad relevance, user experience, community, legitimacy, and security, solidifying its position as a premium environment for users.

In such a trustworthy setting, audiences are more receptive to engaging with ads and are less likely to find them annoying, creating a favorable atmosphere for marketers to connect with their target audience effectively.

If you're aiming for high-quality leads, it's essential to carefully choose the right advertising environment. In the B2B realm, Linkedin stands out as the top choice.

While it may be tempting to pursue cheaper clicks on platforms like Facebook or Instagram, this approach won't effectively address your demand generation challenges. Instead, it's crucial to consider each platform's strengths and allocate your budget based on your lead objectives.

While Facebook ads can still be valuable, it's vital to recognize the strengths of Linkedin in reaching the B2B audience and prioritize your efforts accordingly. Going after low-quality leads from non-premium digital environments may result in a plethora of leads that your Sales team has no interest in, leading to a weak pipeline.

Having experienced such a situation before, I understand the frustration it brings. To avoid this, focus on investing in the right platform, like Linkedin, to generate valuable leads that align with your business objectives and can be effectively converted by your Sales team.

The Significance of Content Marketing in Driving Lead Generation

Content plays a pivotal role in every successful lead generation strategy. Tailoring content for different stages of the customer's journey is essential to drive engagement and conversion.

Linkedin recommends a budget split of 60:30:10 for Reach, Nurture, and Acquire stages, respectively. However, this split may not be a one-size-fits-all solution for all businesses. Blindly following generic best practices might not yield the best results.

For those starting out on Linkedin, a budget split of 60:40 (Reach: Nurture) is more advisable. Acquiring leads can be costly, and it's crucial to focus on building brand credibility through thought leadership content first. Engaging content like blogs, infographics, trends, and educational materials are effective for creating awareness and reaching your target audience.

As your brand gains mindshare and trust, your target audience will transition into the next phase of seeking solutions. At this stage, using client testimonials, ebooks, case studies, and whitepapers can further establish brand credibility and keep your company top-of-mind for potential buyers.

B2B decision-makers are constantly researching and searching for ideas and solutions, even on weekends. Utilizing content to be part of their research phase is vital. Statistics show that 89% of Linkedin members researched anonymously during the initial six months of the buying process, and B2B buyers consume 3-5 pieces of content before contacting potential suppliers.

Being a valuable resource with useful guides, thought leadership, and content will position your company as a trusted advisor during their research phase. Supporting decision-makers with blogs, in-depth guides, and trends will not only create opportunities but also open doors for your sales team to engage and convert these well-informed prospects.

Unlocking the Key Types of Content for Successful Lead Generation

Thought leadership is a powerful tool that can lead to significant business opportunities. If you have limited resources and time, prioritizing thought leadership can have a transformative impact on your lead generation results.

Thought leadership establishes you as an authority in your industry and positions you as the go-to brand or person when prospects face challenges or seek new solutions. According to research by Edelman x Linkedin, thought leadership has influenced decision-makers to choose certain organizations over others.

Surprisingly, Edelman's research revealed that only 26% of sellers believe in the potential of thought leadership to help them. This presents an opportunity for those willing to invest in thought leadership content, as buyers and prospects are actively seeking more of it.

If you aim to stand out from the competition, increase your sales, and win more business, building your brand as a thought leader through thought leadership content is a powerful and effective strategy. By consistently delivering valuable insights and expertise, you can position yourself as a trusted advisor, attracting potential customers and fostering meaningful connections that lead to business success.

Does your brand exemplify thought leadership? Here are some questions to help you assess your brand's position as a thought leader:

  • Is your brand regarded as the "gurus" and go-to experts in your field?
  • Does your content showcase depth and present a unique perspective?
  • Do your audiences often find themselves saying, "I've never thought about it this way" after reading your content?
  • Is your brand actively engaged in writing, speaking, and socializing within your areas of expertise?
  • Does it feel like your brand is driving and leading industry conversations?
  • Are mainstream publications seeking your brand's opinions, and do you receive invitations to keynote at respected industry conferences?
  • Can your brand effectively simplify complex content for your audience's understanding?

Fidelity Investments demonstrates an effective content strategy catering to various stages of the prospect's journey:

  1. Awareness stage: Fidelity uses informative blog posts to help prospects confront financial fears and provide helpful advice through ungated content.
  2. Interest stage: Data-proven ways to plan are shared for prospects starting to think about financial planning.
  3. Consideration stage: Customer stories are used to build trust and credibility with audiences aware of their problems and seeking solutions.
  4. Decision stage: Infographic ads highlight features and benefits, aiding audiences ready to make decisions.
  5. Action stage: Fidelity offers an ROI calculator for hot audiences ready to buy, ensuring continued assistance.

To maximize success, companies must avoid focusing too much budget on the decision and action stages prematurely. Instead, wisely spread efforts according to the business's maturity level. Emphasizing the awareness and consideration stages can be crucial for success, as these are often overlooked areas.

Content should be tailored to address specific concerns at different stages of the buyer's journey. A generic offer may not resonate with prospects at various stages, so a balanced approach with content catering to different stages is essential for a successful campaign.

Setting the Right Objectives: A Guide to Selecting Lead Generation Goals

Selecting the right objective for your campaign is a crucial decision in your lead generation strategy on Linkedin.

For lead generation campaigns, you have two primary objectives to choose from: "Lead Generation" or "Website Conversions."

  1. Lead Generation Objective: If you plan to utilize Linkedin's Lead Gen Forms, this is the ideal selection for your campaign. These forms streamline the lead generation process, making it easier for audiences to express interest and provide their information.
  2. Website Conversions Objective: If your goal is to drive traffic to your landing page and encourage conversions directly on your website, then the Website Conversions objective is the right choice. Additionally, you can enhance this objective by incorporating a Linkedin Website Auto-fill button, which simplifies the data entry process for users, leading to more conversions.

By selecting the appropriate objective, you allow Linkedin to optimize your ads and display them to audiences more likely to perform the desired actions, maximizing the effectiveness of your lead generation campaign.

Linkedin Lead Generation Strategy #1: Engaging Prospects with Active Interest

To achieve easy wins in your lead generation strategy, start by targeting prospects who have already shown interest in your brand. These individuals, who already have an existing relationship with your brand, are more likely to convert into leads.

There are two effective methods to accomplish this:

  1. Website Retargeting: Implement the LinkedIn insight tag on your website. The LinkedIn insight tag is a lightweight JavaScript tag that facilitates website retargeting, conversion tracking, and web analytics. It is a valuable tool for engaging with users who have previously visited your website and expressing interest in your offerings. Installing the insight tag is free, and if you haven't done so already, it's highly recommended to set it up. You can access and manage your insights tag through your campaign manager interface where you run your LinkedIn ads.
  2. Contact List Upload: Another way to target interested prospects is by uploading your contact list to LinkedIn. By uploading your list of existing contacts, you can effectively reach out to people who are already familiar with your brand, ensuring higher conversion rates.

By leveraging website retargeting and contact list upload, you can capitalize on the existing interest in your brand and boost lead generation efforts with more successful and targeted campaigns on LinkedIn.

Click on “Install My Insight Tag” and follow the installation steps.

Linkedin’s help desk provides more instructions on how you can add the Linkedin insights tag.

Once your Linkedin insight tag is active, you can create your website retargeting audience through these steps.

  1. Open your campaign manager dashboard
  2. Click on “Account Assets”
  3. Select “Matched Audiences”
  4. Choose “Website” under the “Create Audience” tab

  1. Name your Website audience
  2. To target all your website visitors, select “Start with this URL” and key in your home page address. 

Another common use is to retarget web visitors of your resources or blog. 

Select “Have URLs that contain the specific text”. Then choose the common text(s) in your blog or resource URLs. 

This set-up also depends on how your website is structured. For most websites, there should be a standardized URL text the blog and resource pages use. 

Linkedin Lead Generation Strategy #2: Targeting Priority Accounts for Success

The next step is to focus on account targeting, specifically targeting businesses that you've identified to have a relevant need for your products or services, even if they haven't shown interest in your company yet.

Collaborate closely with your sales team to develop a successful Account-Based Marketing (ABM) strategy. On LinkedIn, you have the capability to target up to 300,000 companies specifically.

By employing account targeting and working in tandem with your sales team, you can actively engage with businesses that should be interested in your offerings, increasing the likelihood of converting them into valuable leads. This targeted approach ensures that your marketing efforts are aligned with the needs and preferences of your potential customers, leading to more effective lead generation and higher-quality leads.

Segment your lists into three ways – Strategic ABM, ABM Lite & Programmatic ABM. 

For the strategic ABM, Identify the 1,000 top high-value accounts and upload a matched audience for them. These will make up your top-tier strategic accounts. 

Build your next 5,000-10,000 company target list. These would make up your ABM lite lists. 

Any other accounts beyond the 10,000 mark will be bucketed into a Programmatic ABM list. 

Follow these steps to upload your lists: 

  1. Open your campaign manager dashboard
  2. Click on “Account Assets”
  3. Select “Matched Audiences”
  4. Choose “List Upload” under the “Create Audience” tab

  1. Download list templates for accounts. Follow the format and upload it

During your campaign set-up, you can add these matched audiences under the “Matched Audiences” selection. 

For optimal deliverability and pacing, it is recommended to have an ideal audience size of 120,000 or more.

However, if your audience list is relatively small, with less than 1,000 account names, it's advisable not to add any additional filters. In such cases, it's best to target the entire companies to ensure broader reach and influence.

To expand your audience size, you can utilize look-alike modeling. By clicking on "Audience Expansion" in your targeting options, LinkedIn's algorithms will identify and target individuals who share similarities with those already defined in your targeting. This allows you to reach a larger audience with potential prospects who exhibit characteristics similar to your ideal customer profile.

By leveraging audience expansion and being strategic with your targeting approach, you can effectively reach a wider pool of potential leads and maximize your lead generation efforts on LinkedIn.

Linkedin Lead Generation Strategy #3: Harnessing the Power of Linkedin's Profile Data

After setting up the campaign to capture the low-hanging fruits, the next step is to target a larger group of prospects who may not be familiar with your brand yet, and vice versa.

Avoid hyper-targeting at this stage. Instead, focus on a broader audience of potential buyers about whom you may not have detailed information.

To start, refrain from using job titles as a targeting option. Relying solely on job titles may cause you to miss out on potential leads whose titles might differ from your expectations. Instead, consider using broader targeting options such as job function and seniority, or job function and member skills.

Always be open to testing different targeting options as your campaign progresses. This will help you discover new audiences and expand your reach to cover a more extensive addressable market.

By targeting a larger and relevant audience without hyper-targeting, you can explore untapped opportunities and increase your chances of reaching potential leads who might be interested in your offerings. Continuously testing and adjusting your targeting strategy will ensure that you maximize your lead generation efforts on LinkedIn.

Linkedin Lead Generation Strategy #4: Leveraging Lead Gen Forms & Website Autofills

To generate a lead, a company needs to convince their prospects to share personal contact details. 

A barrier to this action is the effort it takes for prospects to complete the online forms manually.

Busy decision makers are looking for intuitive, easy-to-complete form experiences.

Enter: Linkedin Lead Gen Forms (LGF)

LGFs removes barriers by pre-populating the form with Linkedin profile data. When a Linkedin member clicks on a CTA on an ad with an LGF form attached, a native form is automatically filled with prospect’s LinkedIn profile information. 

All prospects need to do is to click submit and a lead is generated for you. 

In just a few clicks, busy decision-makers are able to engage with your brand. 

Compared to manually filling in forms on your website, Linkedin lead gen form creates a seamless experience for your prospects. 

You even have the option to add custom fields if needed. 

I recommend using Linkedin lead Gen Forms in your campaigns. 

Linkedin showed in different case studies that lead gen forms can get up to 3x better conversion rates. More extraordinary results and case studies of lead gen forms here.

If you’re doing lead generation on Linkedin, you have to use lead Gen Form.

To get the lead generation form option, you’ll need to select “Lead Generation” under the objectives.

These are the available ad formats for lead gen form campaigns. 

If you're new to LinkedIn advertising, I recommend starting with Single Image ads. It's essential to have at least 4-5 ad creatives on rotation and conduct A/B testing to optimize performance.

As you gain more experience and if your budget allows, consider launching multi-format ads to further improve your conversion rates. For example, if your monthly marketing budget is around USD $8,000, allocate $6,000 for Single Image ads and $2,000 for Message ads.

This approach ensures that your lead generation offer reaches your target audience across their LinkedIn newsfeed and personal inbox, increasing the chances of engagement.

Once you have structured your campaigns, the next step is to create your lead generation form. This form will capture the necessary information from prospects interested in your offering and enable a seamless lead generation process.

By using a combination of different ad formats strategically, you can maximize your lead generation efforts on LinkedIn and reach a broader audience effectively. Continuous monitoring and optimization will help you refine your campaigns and achieve better results over time.

Here’s the assets you need to begin: 

  • Offer headline: 60 Characters
  • Offer detail: 160 Characters
  • Privacy policy URL
  • Privacy Policy text: I usually just put “Privacy Policy”. Not unless you have company specific policy. Try to keep this as short as possible. 

Next, select the fields that you require for your leads. Choose those that are essential only. 

"Less is more" is a crucial principle when designing your lead generation form on LinkedIn. It's recommended to have 3-4 fields at most, as too many fields may deter prospects from providing their personal information.

The number of fields should be tailored to the content or offer you are promoting. If your offer is a highly valuable piece like original research or trend reports, asking for more fields may be appropriate. However, for more generic offers like eBooks, it's best to keep the number of fields to a minimum.

Avoid including fields that require manual input, as this adds friction to the process and can increase your cost-per-lead.

For B2B businesses, asking for a "Work Email" can be a significant ask as LinkedIn cannot guarantee that information. Instead, consider using a free-form custom question that prompts prospects to manually type their email. While they still have the option to provide a personal email, it encourages them to consider providing their work email.

Once your campaigns are live, you can easily access and download your leads through the lead gen form download page, allowing you to efficiently manage and follow up with your prospects. By simplifying your lead generation form and strategically selecting fields, you can enhance the overall user experience and maximize the success of your LinkedIn lead generation campaigns.

After downloading the leads, you have the option to manually upload them into your marketing automation system. However, a more efficient approach is to integrate your marketing automation tool directly with the LinkedIn lead gen form.

LinkedIn supports integration with various automation tools. You can review the instructions provided by your specific marketing automation platform on how to set up this integration seamlessly.

If, for some reason, your business is unable to use LinkedIn Lead Gen Forms, you can consider using the LinkedIn website auto-fill function for your website forms instead. This feature allows prospects to auto-fill their information directly from their LinkedIn profiles when they interact with your website forms.

For a step-by-step guide on setting up the LinkedIn website auto-fill function, you can refer to the provided setup guide, which will help you streamline the lead generation process and enhance user convenience. By utilizing these automation features, you can efficiently manage your leads and nurture them through your marketing automation system, ultimately driving better results for your lead generation efforts on LinkedIn.

This helps your visitors to fill out your form automatically by clicking on the “auto-fill with Linkedin”. 

Optimization Strategy #1: Enhancing Lead Quality for Superior Results

When it comes to lead generation, lead quality is of utmost importance.

Collect feedback on the lead quality from your sales team. Once they have engaged with the leads, gather their insights.

Request relevant feedback data, including booked appointments, disinterest, irrelevant demographics, and the number of conversions to sales.

Relate this feedback to your lead generation offer. If your content was an eBook, whitepaper, or report, it's likely that most leads are not ready for a sales conversation. In such cases, focus on obtaining feedback about the demographics of the leads.

If your offer was a Free Demo, the crucial feedback you need is the conversion rate from lead submission to a demo.

By analyzing and utilizing this feedback, you can continuously optimize your lead generation strategies, improve lead quality, and provide more valuable sales prospects to your sales team.

If you have multiple campaigns with different audiences, you may start to redistribute budgets. Move budgets to the higher-performing campaigns and stop lower-performing ones.

For companies with shorter sales cycles, you can identify if leads from your campaign have led to sales conversions. Calculate the total value of the deal to measure ROI. 

For longer sales cycles, you may calculate the next closest “sales conversion” to get a sense of the ROI. For example, you can calculate how many sales meetings were generated from the leads. 

For most companies, you’ll likely have marketing activity running on other channels.

Check the lead quality from those channels as well. Though costs may be higher on Linkedin compared to other platforms, the higher quality leads on Linkedin may lead to larger deal sizes and better ROI. 

Optimization Strategy #2: Fine-tuning Your Targeting Approach

Avoid hyper-targeting, as it may exclude potential leads and customers. Instead, test targeting against a larger audience and narrow it down based on Cost Per Lead (CPL) and lead quality feedback.

Create different campaigns with varied targeting and monitor the effectiveness of lead generation. Reallocate the budget to campaigns with low CPL and high lead quality.

Leverage Matched Audiences, including blog subscribers, existing customers, and past leads who have shown interest. These prospects are already familiar with your brand and more likely to convert into leads.

Initially, disable "Audience Expansion" to keep targeting focused before expanding. Aim for at least 100k audience size when starting. If your audience size is small, consider using lookalike audiences to reach people with similar characteristics to your buyers.

Use your website demographics to understand the professional demographics of your site visitors. Adjust your targeting to reflect these demographics or add them as exclusions if they are not relevant. This approach helps fine-tune your targeting and improve lead generation results.

Optimization Strategy #3: Maximizing Creatives for Engaging Campaigns

When targeting a broader audience, ensure your creatives are designed to generate demand and not just leads. Avoid using industry jargon and keep the content high-level and easy to understand. Including your logo or brand-related elements can help reinforce brand recognition.

Make your creatives compelling and clear, and call out your target audience using their profession, seniority, or location. Use headlines that clearly communicate the offer and why they should click. Utilize intro text to provide more details about the offer.

Namedrop whenever possible, mentioning well-known brands or individuals in your industry to establish credibility and social proof.

Keep your copy concise and below 150 characters in the intro text to avoid truncation on mobile devices.

A/B test your creatives, having 4-5 active at any given time. Replace underperforming creatives with new ones to optimize lead generation.

Write with a specific audience/customer in mind, addressing their pain-points and making the content relevant to their needs.

Incorporate numbers and statistics in your creatives as they attract attention and add credibility to your message.

On LinkedIn, there's no text overlay limit like Facebook, so consider testing an all-text creative, especially if it stands out among other image-based ads.

Optimization Strategy #4: Streamlining Your Lead Gen Forms for Better Conversions

Run awareness ads alongside (or before) your lead gen form campaigns to create familiarity with your brand and products.

Develop a strong nurture strategy to keep engaging leads. This can involve aligning your Business Development Associates' outreach messages with the lead gen form offer or implementing a well-structured email follow-up sequence.

Ensure your ad copy clearly communicates your offer since lead gen forms don't direct prospects to a landing page. Provide enough information to entice them to submit their details.

Reiterate the offer in the lead gen form copy, emphasizing its value and making it irresistible to encourage lead submission.

Create multiple lead gen forms tailored to different target audiences for A/B testing, allowing you to identify which angles produce more quality leads.

Include custom questions in the form if needed to ensure leads meet specific criteria, such as work emails or preferred contact times.

Note that adding custom questions may increase CPLs but can significantly improve lead quality. Consider the trade-offs before implementing this approach.

In the Thank You section of your lead gen form, make the next steps clear. Inform members when they can expect to receive the offer, whether it's via email or a scheduled follow-up call for demos or consultations. This sets expectations and helps maintain a positive user experience.

Optimization Strategy #5: Mastering Conversion Tracking for Improved Performance

Ensure a smooth customer journey on the landing page with easy access to the form for a seamless form fill experience.

Include sufficient, organized information on the landing page to provide value and context for the offer.

Minimize form fields to only include essential information, reducing friction for lead submissions.

Optimize page loading speed, especially for mobile users, to prevent potential bounce rates.

Utilize the insight tag to assess audience segments' performance and reallocate your budget to promising campaigns accordingly.

Lead Scoring Demystified: Successful Techniques for Effective Lead Scoring

Lead scoring is a technique utilized to evaluate leads based on their readiness for sales engagement. It enables businesses to assess the level of interest prospects have in their company, which helps determine whether they are prepared to be passed on to the sales teams.

  1. As mentioned in the introduction, you’ll need to determine your ideal buyer persona. 
  2. Keep your sales and marketing teams aligned on the criteria of a Marketing Qualified Lead (MQL). If your sales teams want senior marketing professionals, then a lead that has “VP” and “Digital Marketing” in their title would be an MQL. 
  3. Set-up integration with your marketing automation system (MAS). This allows your leads to flow into your automation system for scoring. Sales teams can easily access the leads for outreach and nurture.

There are 2 options to design a lead scoring model. 

  1. You can score leads by the behavior of the exhibit. For example, if a lead has a request to be contacted by sales or has signed up for a free trial, these activities could be consider high-scoring. 
  2. The other common way is by demographics. Once you have a clear buyer persona, leads can be evaluated by demographics such as job title, seniority, job function, location, industry, or company size. 

Assign a lead score between 1 to 100 based on fit, engagement with your company, and propensity to buy. Rotate across different ad formats, features, creatives, and targeting. Keep testing and improving the quality of leads.