EP. 81 - Leveraging LinkedIn Ads and New Ad Formats with AJ Wilcox | Scrappy Playbooks

Scrappy ABM

In this episode of "Scrappy ABM," host Mason Cosby is joined by AJ Wilcox, CEO of B2Linked, to discuss how to use LinkedIn ads for an account-based marketing program and generate tangible results.

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Best Moments:

(08:52) The power of Thought Leader Ads, which drive 10-15x higher engagement than regular company ads

(11:13) Using document ads with a "highlight reel" approach, treating them like carousels, to drive engagement

(15:54) LinkedIn's Conversions API and Revenue Attribution Report for closed-loop attribution

(18:53) Starting an ABM program on LinkedIn with a budget as low as $1,000 per month for a small audience

(20:13) The use of LinkedIn's Predictive Audiences and targeting by job function and seniority for better reach

(22:07) Potential roadblocks, such as accessing company lists and integrating with CRMs like HubSpot

(23:45) Upcoming beta allowing sales teams to feed their tagged prospects directly into LinkedIn ads

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Guest Bio:

AJ Wilcox is the CEO of B2Linked, a LinkedIn ads agency. He has over a decade of experience running LinkedIn ads, having spent over $150 million on the platform. AJ is an expert in leveraging LinkedIn for account-based marketing and helps brands achieve tangible results through targeted advertising.