How do I use LinkedIn for demand generation?

Q: How big should my audience be?

Target 50k–300k for create-demand sets and 5k–50k for retargeting. If too small, broaden seniorities/titles or add lookalikes of won deals.

Q: Which formats work best?

Video and Document Ads for education, Carousel for social proof, and Thought Leader Ads to amplify SME credibility.

Q: What should I measure?

Measure Lead → Meeting → SQL → Opportunity rate, pipeline per dollar, and CAC. Use offline conversions to optimize to sales outcomes.

Q: How do I avoid creative fatigue?

Rotate creative every 2–4 weeks, cap frequency, vary hooks and formats, and maintain a bench of 6–8 ready assets per lane.

Build an always-on program: target your ICP with Matched Audiences (lists, website, and account tiers), run create-demand content (Video, Document, and Thought Leader Ads) to educate the market, then retarget engaged users with Lead Gen Forms or Website Conversion campaigns. Sync offline conversions to HubSpot so optimization is driven by opportunities and revenue, not just leads.

LinkedIn Demand Gen Plays

Define ICP & tiers — company list (Tier 1–3), buyer roles, and exclusions (students, agencies, competitors).

Build Matched Audiences — contact & account uploads, website retargeting (key pages), and video viewers (25/50/75%).

Create demand with content — Video + Document Ads that teach, carousels with frameworks, and Thought Leader Ads from execs/SMEs.

Capture demand — retarget engaged users with Lead Gen Forms (short, strong offer) or Website Conversions to demo/consult pages.

Sequence by intent — awareness → problem-solution → proof (case studies) → offer; rotate creative every 2–4 weeks to prevent fatigue.

Measure pipeline — pass opportunity data back (offline conversions), align UTMs, and optimize to qualified pipeline & CAC.

Build a LinkedIn Demand Engine

Start with audience architecture. Create: (1) Core ICP (Tiered account lists + role-based targeting), (2) Retargeting (website visitors to pricing/product, video viewers ≥25%, form opens without submit), and (3) Expansion (lookalikes of high-LTV customers). Exclude existing customers (unless upsell), competitors, and employees.

Run two lanes: Create and Capture. In Create, use Video to communicate the problem and unique POV, Document Ads to deliver toolkits/frameworks in-feed, and Thought Leader Ads to amplify SME posts. In Capture, retarget engagers with Lead Gen Forms (3–5 fields + custom question) or Website Conversions (demo/assessment). Use UTM standards and tie assets to a HubSpot Campaign for full-funnel visibility.

Optimize with offline conversions: send meetings, SQLs, and opportunities back to LinkedIn to train delivery on quality. Monitor frequency (aim 1.5–4/week by lane), rotate creative on rising CPA or falling CTR, and bid for stability (start with maximum delivery, then move to cost caps once you have baseline CPL/CAC).

30-Day LinkedIn Demand Sprint

Days 1–5: Define ICP and account tiers; upload lists; build website & video-view retargeting; finalize UTMs & naming.
Days 6–10: Produce creative set: 2–3 short videos, 2 Document Ads (framework/checklist), 1–2 carousels, 2 SME posts for Thought Leader Ads.
Days 11–20: Launch Create (Video/Document/Thought Leader) and Capture (Lead Gen Forms + Website Conversions). Connect HubSpot Campaigns.
Days 21–30: Enable offline conversions; analyze by tier/role; scale top ads +20% and rotate under-performers; refine offers & sequencing.

Frequently Asked Questions

Lead Gen Forms or Landing Pages?

Use Lead Gen Forms for speed and mobile completion; use Landing Pages when you need richer qualification or multi-step context. Test both—optimize for qualified pipeline, not just CPL.

How big should my audience be?

Aim for 50k–300k per ad set for Create; 5k–50k is fine for Capture/retargeting. If smaller, widen seniorities/titles or add lookalikes of won deals.

Which formats work best?

For education and reach: Video and Document Ads. For social proof: Carousel with metrics and case tiles. For authenticity: Thought Leader Ads from your SMEs/executives.

What should I measure?

Track view-through + click-through influence, Lead → Meeting → SQL → Opportunity rate, pipeline per $ and CAC. Use offline conversions so optimization learns from sales outcomes.

How do I avoid creative fatigue?

Rotate every 2–4 weeks, cap frequency, vary hooks and formats, and maintain a “creative bench” of 6–8 ready-to-run assets per lane.

Turn LinkedIn Into a Pipeline Channel

We’ll architect audiences, build creative that educates, wire attribution into HubSpot, and optimize to the metrics your CRO cares about.

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How Do I Use LinkedIn for Demand Generation?

LinkedIn Demand Gen Plays

Build a LinkedIn Demand Engine

30-Day LinkedIn Demand Sprint

Frequently Asked Questions

Turn LinkedIn Into a Pipeline Channel

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