With over 15 years in the SaaS industry, Jonathan has worked with four VC-backed companies, consulted with over 100, and helped one achieve unicorn status. He understands the evolving buyer's journey and advocates for a buyer-centric approach to demand generation. Jonathan founded Omni Lab to help Series A to C startups optimize paid media, distribute content, and grow revenue. His expertise has led to significant pipeline growth and increased revenue for numerous clients.
Marketers often overlook adding new campaigns to video views, image, and lead gen form audiences in LinkedIn Ads, stunting retargeting audience growth. Retargeting audiences can be built via website visits, ad engagements, video views, Lead Gen Form interactions, and more. After creating ads, it's crucial to nurture and convert interested parties by sorting audiences by engagement and associating new campaigns with these audiences.
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The LinkedIn Ads Library allows marketers to search by keywords such as 'giftcard', 'trial', 'demo', 'free', 'offer', 'template', and 'e-book' for campaign ideas. Users can combine company names with keywords to generate new ad ideas or adjust existing ones to fit their brand. The library includes ads that ran on LinkedIn after June 1, 2023, and they remain for one year after their last impression.
Contrary to the belief that B2B buyers are not on Facebook or Instagram, data shows that a significant percentage of LinkedIn users also use these platforms. While it's not advised to immediately add more channels, it's important to keep options open as resources and budget allow. It's emphasized that the Ideal Customer Profile (ICP) is not limited to a single channel.
Switching to manual bidding on LinkedIn Ads led to a 65.5% increase in clicks and a 52.7% increase in impressions. Impressions served to Director roles and larger companies also increased. The campaign aimed to familiarize unengaged accounts with the SaaS brand for retargeting campaigns and facilitate responses for sales teams. Manual bidding proved more efficient in this case.
