LinkedIn now allows brands to sponsor user posts that link directly to event pages through Thought Leader Event Ads, enhancing trust and engagement in B2B marketing. This feature builds on the insight that Thought Leader Ads generate 1.6x higher engagement than single image ads by amplifying authentic expert voices tied to events.
Importance of Trust in B2B Marketing
Trust is a strategic priority, with 94% of marketers agreeing it is key to B2B success. Collaboration with creators and thought leaders fosters brand authenticity, with 76% of B2B marketing leaders valuing this approach and 81% of influencer marketers confirming it establishes trust. Authenticity and credibility are top priorities for 58% of marketers when selecting B2B influencers.
How Thought Leader Event Ads Work
When a LinkedIn member—whether an executive, employee, creator, or industry expert—shares an event page, marketers can promote that post as a Thought Leader Event Ad, provided they have the member’s permission. Marketers use LinkedIn’s Campaign Manager to set up these ads by browsing existing content in the Content Library to find suitable posts for sponsorship.
Getting Started with Thought Leader Event Ads
- Identify the key event or campaign moment.
- Find posts from members or speakers linking directly to the event or collaborate with account teams to have members reshare the event with commentary.
- Obtain permission from the member to promote their post.
- Track ad performance using metrics like Click-Through Rate (CTR), Cost-per Click (CPC), Cost Per Conversion, and new Page followers gained.
Availability
Thought Leader Event Ads are now available globally through LinkedIn’s Campaign Manager, providing marketers a new tool to build trust and influence through authentic event-related content.
