The Imaginarium

The Imaginarium drives transformational growth for B2B brands, using cutting-edge Account-Based Marketing systems that unify omnichannel analytics and drive bottom-line results.

Head of Media

Media and ABM Manager

Play Verto

Play Verto is a social enterprise that maps, measures, and magnifies change. I led the creation, execution, and optimization of the company's digital strategy—by combining all the relevant marketing channels and platforms.

Head Of Marketing

Halstead Media 

As head of LinkedIn, Google, and Meta Advertising, I led Halstead team members to create attention-grabbing, industry-relevant ads for hyper-targeted audiences.

Paid Media Lead

Facebook Ads Lead

Facebook Ads Manager

Mitdream

Mitdream helps companies increase customer engagement through innovative digital content solutions.

Co-Founder

I help B2B brands stand out in crowded markets by optimizing their digital marketing strategies and leading their teams from plan to execution. With a background in co-founding a content development agency, I transitioned into specializing in LinkedIn Ads, where I found my niche. My journey has been dedicated to mastering the art of B2B marketing, mainly through Account-Based solutions.

I now leverage this expertise at The Imaginarium, where we use cutting-edge Account-Based Marketing systems that unify omnichannel analytics and drive bottom-line results.

LinkedIn's Predictive Audiences promise AI-driven precision, but here's the reality I've discovered:

They're better than audience expansion, but that's setting the bar extremely low. After testing across multiple clients, I've found they consistently underperform compared to native targeting.

Here's my alternative approach that delivers superior results:

Upload customer data as contact lists (not company lists - you need member data).

Then use LinkedIn's "Generate Insights" feature to analyze:

➡️ Most common skills by customer
➡️ Most common interests by customer  
➡️ Member demographics breakdown
➡️ Company firmographics breakdown

This data becomes your foundation for building broader native audiences while maintaining control over targeting precision.

The extra effort pays dividends. Native audiences built from customer insights consistently outperform Predictive Audiences in both quality and conversion rates.

B2B marketing demands precision that platforms can't deliver through black box algorithms. LinkedIn requires the time investment to be strategic.

Daniel Monici 🌲

Senior Paid Social Strategist at Understory | B2B Digital Marketing Pro | ABM & LinkedIn Ads Fanatic

I'm just about to finish a beautiful chapter in my career - I'm leaving The Imaginarium after almost three incredible years of collaboration and growth.

When I joined the team, I was eager to dive deeper into B2B marketing and LinkedIn Ads.

What I found was so much more than that.

The team - Scott Stedman, Tiiso McGinty, Alexandra W., and Hazel Müllers in the image (and everyone else) - created an environment where I could experiment with new LinkedIn Ads tactics, and test innovative ABM approaches.

These years taught me that great B2B marketing isn't just about the right targeting or compelling creative - it's about the people you work with and the culture you build together.

The skills, relationships, and memories I'm taking with me from The Imaginarium are truly invaluable.

To the entire team: THANK YOU for believing in me, challenging me, and making these three years an incredible journey of professional and personal growth 🧡

It's a good place to be, and I'm grateful for it 🙂

B2B companies are finally understanding that LinkedIn Ads require dedicated expertise. The platform's complexity demands specialists who live and breathe its nuances.

I've watched this shift accelerate over the past year. Marketing directors who once handled LinkedIn internally are now actively seeking specialist consultants/agencies.

The demand is real. Companies need experts who understand:

- Attribution models that make sense for long sales cycles
- Account structures and creative strategies that actually move the needle
- Audience targeting beyond basic demographics
- Amongst many others!

Choosing the right LinkedIn Ads format for each funnel stage can dramatically impact your campaign performance and cost efficiency.

Different stages require distinct approaches, and matching the proper format with the right objective is crucial for maximizing results.

Here's my breakdown:

TOFU & MOFU

🚀 Thought Leader Ads
🎥 Sponsored Video
📄 Document Ads

For objectives:

At the TOFU, focus on those delivering maximum reach and consumption to build retargeting audiences efficiently: Engagements, Video Views, and Website Visits.

The same objectives apply for the MOFU, as well as Lead Generation.

BOFU

💬 Conversation Ads
📸 Sponsored Content (Videos, Images & GIFs)

Use only Lead Generation and Website Visits objectives here.

Your funnel's goal should be to get people to know, like, and trust you! And the formats and objectives you choose throughout matter a lot.

Avoid Brand Awareness and Website Conversions objectives - they consistently underperform compared to other options.

LinkedIn just rolled out personalization features for newsfeed ads, and I'm genuinely excited to test this capability.

We can now incorporate the same macros that conversation ads have used - think %FIRSTNAME%, %COMPANYNAME%, and %JOBTITLE% - directly into sponsored content.

The only missing piece is %LASTNAME%, which isn't a dealbreaker.

Here's what's interesting:

You need two versions of copy. The standard version and the personalized version with macros.

I suspect this relates to user privacy settings that might block personalized content for some users.

The challenge:

How to leverage personalization without crossing into creepy territory? The line between relevant and invasive is thinner than most realize.

Taplio

Daniel Monici's Linkedin Analytics

Daniel Monici

Performance ScoreDaniel Monici's LinkedIn Performance

Daniel Monici's Best Posts (last 30 days)

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Taplio

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Daniel Monici

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Daniel Monici's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Daniel Monici's Linkedin Analytics

Performance ScoreDaniel Monici's LinkedIn Performance

Daniel Monici's Best Posts (last 30 days)