How to salvage a linkedin ad campaign?

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Hi! I'm a Digital Marketing Specialist that has just been tasked with our linkedin ads. We are a B2B company and we have executed a sponsored content with a lead form. The point of this campaign is to get SQL, hence the lead form has a field for the user's phone number. So far we've just received just one lead.  This campaign seems to be ineffective. Is there any way I can salvage this campaign? .What has been your personal experience with linkedin ads, what kinds of things should I avoid?  What do you suggest I do. Thank you!

 
Regards,
Sooraj
 
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>>"We are a B2B company and we have executed a sponsored content with a lead form. The point of this campaign is to get SQL, hence the lead form has a field for the user's phone number. So far we've just received just one lead.  This campaign seems to be ineffective."

 

Without knowing how long your ads have been running, how many impressions they've received, or what targeting criteria you're using, it's gonna be real hard to get answers to your LinkedIn ads question on our HubSpot forum.

- see Lead Gen Forms section of this LinkedIn Marketing video series

 

That being said and the above withstanding, sounds like your tactical tool (Lead Gen Forms) and your KPI (i.e., number of SQLs) are misaligned. Also, sounds like the definition of an SQL you inherited may be waaay too generous.

 

Think: If you haven't provided any value to your target audience, why are they considered anything more than Subscribers (at worst) or MQLs (at best)?

 

It takes much more than an email address, name, and phone number to qualify an SQL. At least in our B2B world. Your's may be different. (doubtful)

 

LinkedIn Lead Gen Forms can be great MOFU tools when used in context to a larger, already established conversation (e.g., with LinkedIn Group members, after someone likes a LinkedIn Post, after someone follows your LinkedIn page, etc.). In other words, after you've provided value.

 

Otherwise, they're pretty much TOFU tools -- i.e., Subscribers/Leads (unqualified) ...

Ok, maaaybe MQLs if the conversation has evolved to that point (e.g., after a killer LinkedIn explainer video). But that's it.

 

SQLs? No way.

 

Hope that helps.

Hope that helps.

 

Best,
Frank

 

MFrankJohnson-dot-com-HubSpot-Community-banner-gif-v20190817

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Community Superstar

>>"We are a B2B company and we have executed a sponsored content with a lead form. The point of this campaign is to get SQL, hence the lead form has a field for the user's phone number. So far we've just received just one lead.  This campaign seems to be ineffective."

 

Without knowing how long your ads have been running, how many impressions they've received, or what targeting criteria you're using, it's gonna be real hard to get answers to your LinkedIn ads question on our HubSpot forum.

- see Lead Gen Forms section of this LinkedIn Marketing video series

 

That being said and the above withstanding, sounds like your tactical tool (Lead Gen Forms) and your KPI (i.e., number of SQLs) are misaligned. Also, sounds like the definition of an SQL you inherited may be waaay too generous.

 

Think: If you haven't provided any value to your target audience, why are they considered anything more than Subscribers (at worst) or MQLs (at best)?

 

It takes much more than an email address, name, and phone number to qualify an SQL. At least in our B2B world. Your's may be different. (doubtful)

 

LinkedIn Lead Gen Forms can be great MOFU tools when used in context to a larger, already established conversation (e.g., with LinkedIn Group members, after someone likes a LinkedIn Post, after someone follows your LinkedIn page, etc.). In other words, after you've provided value.

 

Otherwise, they're pretty much TOFU tools -- i.e., Subscribers/Leads (unqualified) ...

Ok, maaaybe MQLs if the conversation has evolved to that point (e.g., after a killer LinkedIn explainer video). But that's it.

 

SQLs? No way.

 

Hope that helps.

Hope that helps.

 

Best,
Frank

 

MFrankJohnson-dot-com-HubSpot-Community-banner-gif-v20190817

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Esteemed Contributor | Platinum Partner

Hi @sooraj

 

There are many things you can do to improve campaign effectiveness on LinkedIn. 

 

Im curious, what buyer persona are you targetting and what assets (content and offers) are you leveraging to provide value for your prospective SQL's and differentiate yourselves?

 

Cheers, 

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