El playbook de LinkedIn B2B que enviamos a cada nuevo cliente SaaS
Conversation ads, lead scoring, conversiones offline desde CRM y la cadencia creativa que mantiene una cuenta B2B activa.
LinkedIn is the most expensive ad platform on a CPM basis — and the cheapest place to find a B2B buyer when run properly. Here is the playbook we deploy on day one of every B2B SaaS retainer.
Audience design — first principles
“Senior decision-makers in [industry]” is not an audience. It is a job description. Build audiences from actual customer LTV data: who closes, who stays, who upgrades. Then build LinkedIn audiences that match those patterns — job function + seniority + company size + tech stack + geography.
Three campaign objectives, three audiences
One awareness campaign, one consideration campaign, one conversion campaign. Each gets a different audience size, a different creative format, a different bidding strategy. Do not collapse them into one — LinkedIn’s algorithm needs the separation.
Thought Leader Ads are underused
If you have a founder or senior leader willing to post on LinkedIn, Thought Leader Ads (where you promote their organic post as a paid ad) outperform brand-account ads by 2–3x on engagement. Use them.
Document Ads for the consideration stage
A genuine industry report or guide, delivered as a Document Ad, is the best mid-funnel asset LinkedIn has ever shipped. Brief once, run for six months, watch leads compound.
Conversation Ads for high-intent
For events, demos and ABM, Conversation Ads (in LinkedIn Messaging) routinely cost 40–60% less per qualified meeting than form fills. They work best when written like a real person reaching out — not like a marketing email.
CRM-fed offline conversions
The biggest unlock. Wire LinkedIn’s offline conversion API to your CRM. Pass back MQL, SQL, opportunity created, and closed-won events with their values. LinkedIn’s algorithm starts optimising for actual revenue.
Lead scoring before the platform sees the lead
Use a tool like Clearbit / 6sense / your own enrichment to score leads before they fire as conversions in LinkedIn. Only fire “qualified lead” conversions for leads worth pursuing. The platform’s algorithm gets dramatically more accurate.
Need help with this?
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