Impactable - B2B LinkedIn Ads Agency

As the Head of Revenue Operations & Strategy at Impactable, I focus on driving overall revenue growth through a blend of sales leadership, strategic account management, and cross-functional alignment. My role bridges the gap between sales, client retention, and strategic upsells, with a focus on maximizing first-year revenue and ensuring long-term client success.
--

Key Responsibilities:

- Revenue Operations: I oversee the entire sales process, from inbound and outbound efforts to nurturing high-value leads and closing deals. My focus is on optimizing the sales pipeline and ensuring we deliver on first-year revenue goals.

- Sales Strategy: I work closely with the sales team to develop high-level strategies, ensuring that each sales rep is equipped with the tools, knowledge, and resources to succeed. From guiding discovery calls to refining our sales process, I ensure that we consistently drive quality revenue.

- Client Retention & Growth: Partnering with account managers, I help design and implement retention, upsell, and cross-sell strategies. By aligning services with client goals, I ensure we deliver measurable results while growing our share of wallet.

- Cross-Functional Leadership: I collaborate with team leads across departments to ensure seamless handoffs between sales and account management. Together, we focus on client success, minimize churn, and capitalize on growth opportunities.

- Data-Driven Decisions: Leveraging insights from performance data and account scoring, I help refine strategies that drive sustainable revenue growth. I also focus on continuous optimization, ensuring that our efforts align with both immediate and long-term objectives.
--

My mission is to create scalable strategies that drive new revenue and ensure clients continue to see value in our services. I’m passionate about refining the way we work, aligning the right strategies, and ultimately growing the business.

Head of Revenue Operations & Strategy

Linkedin Ads agency caters to small and mid-sized companies looking for high-quality lead generation at an affordable price. 

Impactable has earned the title of the #1 Ranked Linkedin marketing agency on the world's largest RFP site (Upwork). 

We are a scrappy startup acquired by a data company in 2021 with some fantastic abilities on the horizon!

Our client service is unparalleled, with clients having access to our team of experts through email, Live Chat, zoom calls, and more. 

Specialties/keywords/topics: Linkedin ads, Linkedin lead generation, Linkedin advertising, Linkedin marketing, Linkedin ads agency, Linkedin advertising agency

Head of Strategy

LinkedIn lead generation service that specializes in using a blended mixture of automation and human touch to start conversations, gain interest and book calls/drive sales at scale for an affordable price. 

We offer coaching, consulting, and training as well as completely done for you service where you are basically handed 30-60 warm leads a month with little to no involvement from you.

Head of Product Strategy

The Modern Moses

During the day, I'm the Head of Strategy for a recently acquired and highly successful LinkedIn marketing and lead generation agency. However, at night, I'm actually still the same person, but I also help small to mid-sized businesses streamline their marketing tools, processes, and automation.

If you're trying to figure out how to structure your tech stack, which SaaS tools connect best with which platforms, or what will help you scale without giving you grief along the way, then I'm your guy!

While I've broken many things in my career, I've learned how to make them better (most of the time) and have lots of experience stitching things together.

Here's a list of tools I have experience with using:

Trello
Pipedrive
Google Sheets/Docs/Forms
Typeform
Notion
Asana
Basecamp
Gmail
Apollo.io
Hunter.io
LinkedIn Sales Navigator
LinkedIn Campaign Manager
Zapier
Slack
Calendly
ZOOM
PhantomBuster
Salesflow
Expandi
Skylead
Jared (formerly Jarvis)
Lynes
and many more!

You can find me on Upwork: https://www.upwork.com/freelancers/~0131cc2322c21b221e
Shoot me an email: jonathan@themodernmoses.co

Owner

Sprocketeer

We are Sprocketeers looking to level up our HubSpot + RevOps chops.
We fight obscurity with clarity & bleed orange Unicorn blood! 
For anybody that bleeds orange and starts dancing when the flywheel starts spinning.


#hubspot #hubspotSuperAdmin #superadmin #hubverse #sprocketeer #community #hubspotUser #hubspotPartner #growBetter #hubspotFlywheel #crm #marketing #technology #sales #service #operationsWe

I know a little about LinkedIn Ads | Head of Strategy @ Impactable 🧠

Most advertisers are fumbling the ball when it comes to LinkedIn ads 🤦🏽‍♂️

I say this with confidence because I audit dozens of accounts monthly. Want to know the top 3 mistakes I see?

1. Technical setups: Matched Audiences, Conversions, Campaign Settings – all used incorrectly.
2. Creative selection: Ad formats, types, sequencing – total misuse.
3. Funnel structure: Campaign Objectives, funnel layers, and efficiency – chaos.

Just one of these being off and you're throwing money into a black hole.

If this hit a little too close to home, shoot me a message. I’m happy to help (no charge).

--

Now, a bit about me...

I’m JD (or Jonathan David if you’re feeling formal).

I didn’t start in marketing, but every job I’ve had taught me something about people.

And that’s why I thrive in the LinkedIn Ads space.

Knowing the platform is key, but understanding people is the real game-changer.

--

At Impactable, I run strategy. Here’s what that looks like:

1. Crafting pre-sales strategy for prospects
2. Training my team to be B2B marketing ninjas
3. Working with high-value accounts to make sure their LinkedIn efforts pay off

My goal is simple: Make sure we’re working with the right clients – the ones who can turn LinkedIn into a powerhouse channel.

--

Outside of work:

- I’m married to an amazing woman
- We have 6 kids and 2 fur babies
- I’m in the gym and sauna daily (because 6 kids…)
- Sour Patch watermelon and strawberry are my kryptonite 🤤

Want to chat LinkedIn ads, strategy, or just nerd out over marketing? 

🌎 www.impactable.com
📨 jonathan.g@impactable.com

JD Garcia

Is my CPM high? No - you are if you think it matters for this particular tactic. Here's the play:

Prospect wanders into our pipeline.

They're talking to us and either:

1. Deciding whether or not to do this in-house.
2. Deciding whether or not to pick us or someone else.
3. Trying to figure out how they're going to sell this internally.

In all of those scenarios, we win at a higher rate if everyone related to the decision-making process knows who we are.

So what do we do?

We show them:

- Why you should trust us
- How we think about marketing and #linkedinads
- Actual tactics and strategies we use to produce results

--

So yeah, I'll gladly pay a $500+ CPM all day to saturate a small pool of prospects who are currently considering hiring us.

Everyone in that company is going to know who we are, and that's going to give us an edge.

I know a little about LinkedIn Ads | SVP of Revenue & Growth @ Impactable 🧠

When your primary investor says he likes your GTM vision.

For those who don't know...

Impactable was acquired a few years about by a data-heavy investor.

Since then, the company has gone through waves of evolution.

From an outreach agency

To a #linkedinads agency

To a multi-channel agency

To a tech-enabled partner with a focus on custom audiences

It's been one hell of a ride.

Recently, we've made the pivot to focus on mid-market advertisers.

Why?

They're the ones who tend to stay with us the longest.

They're the ones who we're best equipped to help.

They have the infrastructure to benefit most from our partnership.

This pivot has forced us to rethink our entire business model.

From our marketing and sales, to our offers, positioning, scope, and value prop.

It's essentially a new business even though our name hasn't changed.

For those of you who have gone through something like this

You know how hard it can be to build a new plan while in the air

But we're doing it.

The biggest contributor to the new GTM has been deep customer research.

It feels obvious, but this has been nights and weekends putting pieces together.

And I gotta say, it's been worth it.

If you spend all your time working in the business

You can't work on the business

Make the time to do the hard things

You'll be glad you did

Loving the Fibbler Slack community that Adam Holmgren started - some good conversations happening in there. Here's a good topic that came up around "audience penetration" and why it feels random to hit consistently:

Your biggest companies will always steal the bulk of your impressions.

Not because your targeting is wrong

But because they simply have more people who match your filters.

So if you’re running one big blended audience, your “penetration problem” is usually a distribution problem.

If you want a quick way to see what’s actually happening, go into your Company Hub:

- Filter by campaign
- Last 30 days
- Paid Impressions
- Then flip on “No Paid Impressions”

That list at the bottom?

Those are the companies that haven’t seen a single ad :(

And it’s almost always for one of two reasons:
1 - Your larger companies hogged all the impressions
2 - Those accounts simply aren’t active on LinkedIn

Both need solving

If it’s the first one, you can use impression capping to help even things out (only works under Brand Awareness).

Or segment by company size to give smaller accounts their own oxygen.

If it’s the second one, no amount of “LinkedIn best practices” will fix it.

They’re not active.

Your budget is being wasted trying to wake up people who aren’t even on the platform.

The move is to save that “no impressions” list as a dynamic audience and run a separate campaign to test it.

You’ll immediately see who’s reachable and who belongs on another channel.

Simple, but it clears up a ton of confusion.

#linkedinads

Update on my little #linkedinads experiment targeting pipeline 🧠

Objective Data:

- Manual bidding didn't hurt reach (at all!)
- CPM dropped significantly
- Introducing TL image/text posts helped with Reach slightly
- It's been the best $255.37 I've spent

Anecdotal Data:

- A prospect close to closing said that his team has been seeing us all the time
- A prospect is struggling with this specific use case and needs nuanced support to help increase conversion between deal stages

--

Context:

We launched Deal Velocity campaigns to increase win-rates for pipeline.

In these campaigns, we use some of our best TL content to drive exposure, brand recognition, and show the range of capabilities.

--

We're using these impression and engagement signals to craft touches and our follow-ups.

And using Aircall + HubSpot as another way to connect and speak to our prospects.

--

I know this post is kinda all over the place, but I'm literally packing for a trip right now, so please forgive me 😅

But I personally haven't been the biggest advocate for using the phone -- mainly because I almost never answer mine (sorry, not sorry).

But I'm not everyone.

And some people actually prefer that - I spent an hour yesterday calling prospects and old closed lost deals, and after a few conversations, I realized that I've been sleeping on this for too long.

So if you see more posts about me on this topic, you'll know that it started here :)

You're almost never going to get it right the first time.

I have to fight this myself and often.

On one hand: preparation is vital to avoid careless mistakes

But on the other hand, you just need to get sh*t done so you can learn.

And there's a weird middle ground where you can feel stuck.

That's where progress goes to die.

--

Instead of getting stuck on binary paths.

Focus on the one certainty: you are going to fail before you figure it out.

And that's okay.

Do something.
Start something.
Get moving and start learning.

Don't wait

Many of the people you want to target will 𝗡𝗘𝗩𝗘𝗥 log into LinkedIn.


Whenever I talk to someone who wants to run #linkedinads , I always start with the audience.

Nothing else matters until you can:

- define them
- identify them
- validate them (we'll cover this one today)

So I'm going to give you some practical tips you can use to figure out how many of them are reachable on the platform 💡

--

Tip 1 - Run Text Ad campaigns

Yes, they're desktop-only campaigns, but they're cheap.

Use Website Visit as the objective and bid low.

Running those for several weeks can give you a good idea for how many of them are on the platform.

--

Tip 2 - Check the Frequent Contributors attribute

Build your audience.

Go to Member Traits

Add the "Frequent Contributor" option.

If your audience size shrinks to 5-10%, then they're a decent-sized audience that you can reach on the platform.

--

Tip 3 - Check Sales Navigator first

I know LSN gets some shade, but it is a really good tool

You can do Boolean and Semantic type searches that let you get really granular.

Use that search to check out how large the audience you want to target is and then look at the profiles to get an idea for how active they are on here.

If you see lots of profile photos, premium badges, and experience, then there's a good chance your audience is active on the platform.

--

LinkedIn can be a bit of bubble.

You see all these people online and you get replies or engagement here and there and then think that the platform is infinitely scaleable. 

It's not.

I've seen companies throw tens of thousands at trying to convert an audience and walk away with nothing.

--

Is this true for you?

As with anything in marketing, the answer is always "it depends."

The tips I shared can help you answer some of those questions you might be asking yourself.

But if you have specific questions, drop them here or shoot me a DM.

I hate running.

So I use it to get mentally stronger.

This pic isn’t pretty. 

But I wanted to see how hard I could push myself.

It’s basically my strategy to run the 26.2m in 3 weeks.

(Not keeping a 195+ HR for 4 1/2 hours - I would probably die)

But mentally pushing myself to do it.

Because I haven’t been training for it like I should. 

I love doing functional workouts. 

Weights - kettlebells - sprints

Not long, boring, monotonous running 🤮 

So I’ll do a few runs here and there to stay on it.

But I stay focused on keeping strong and tough.

If y’all don’t see me after December 7th, you know why.

No alternative text description for this image

I synthesized 50+ sales calls over the weekend to build a Prospect Insights Synthesis.

Not for “content.”

To get uncomfortably clear on how the people we sell to actually think.

Here’s the working hypothesis:

1. There are company-level triggers you hit with 1:many plays (#linkedinads, marketing content, etc.)
 2. There are persona-level triggers you hit with 1:1 plays (warm/cold outbound, SDR, leadership-to-leadership)

And if you’re a CMO / VP Marketing / Demand Gen lead - you live on the persona side of that split.

Your world (based on what they really said) sounds like:

- “I’m under a microscope. If I waste this budget, I’m done.”
- “I have to justify the new SDRs with real pipeline.”
- “Our growth is fragile. I need something I can actually forecast.”
- “Our last agency just executed. I won’t make that mistake again.”
- “I know content matters, but I’m underwater.”
- “If we target the wrong people, that’s my ass.”
- “If this depends on me owning every detail, it dies.”
- “Brand risk > lead volume. Don’t make us look cheap.”
- “If I can’t prove this works, my budget and credibility are gone.”
- “We’ve been burned. I’m not signing up for another science experiment.”
- “Sales is guessing. Our data is a mess. I’m embarrassed to show anyone.”

These are the things they don’t put in the brief - but they drive every decision.

So what’s the pattern?

They’re not looking for “more leads.”

They’re looking for career insurance:
> De-risked experiments (90 days, not 12 months)
> Signal-based targeting instead of spray
> A partner who brings strategy, owns the ugly technical pieces, and protects their brand

If your offer, your outbound, or your ads don’t speak to that?

You’ll lose to the one that makes them feel safer, smarter, and in control.

--

I have way more info that I'm not sharing here, but if you want to know how I did this in a couple of hours, let me know and I'll make another post going through the process I followed using:

- NotebookLM
- Google Drive
- ChatGPT
- My brain

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.

Founder

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

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.

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

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

Building a team has been one of the hardest things I have done. 

I always imagined growth and getting more clients would be the bottleneck. 

but honestly, hiring has been a super bumpy road, but i am ridiculously proud of the team we have built over the past few months. 

We have gone from just me as a consultant in January, to bringing Omar Aboushady in as a partner (and head of ops), to the team we have today.

my goal with Kiin.co - Linkedin Ads Agency is that we are not just yes ppl and button pushers. 

I want us to debate with our clients, i want to push back, i want us to have strong opinions of what we think is right. 

We are hyper-focused on helping Sales-led b2b saas. 

This hyper focus makes us super deep on helping these specific types of companies that need demos + sales calls.

We are also moving up with our offering from just LinkedIn and Google Ads to integrating a GTM system with exec content, warm outbound and ads as one unified system

Super excited for the next steps on this journey with these super awesome ppl❤️

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

The #1 reason your LinkedIn ads will fail has nothing to do with me.

I've run campaigns for over 150 B2B SaaS companies.

When they work, I get the credit.
When they flop, I get the blame.

But honestly, advertising will just amplify what you already have...

+  If you’ve nailed product-market fit
+ Your positioning is tight
+ You know your ICP 

...Linkedin ads will help you scale and I’ll look like a genius.

But if your offer is weak, your messaging is confusing, or you're targeting the wrong crowd then we will probably struggle. 

...and i'll look like i did a half assed job :(

LinkedIn ads are a magnifier. Get your house in order first. 

---
my name is Philip Ilic and i help B2B SaaS companies scale there Linkedin ads.

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 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

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.

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

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

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