Marketing Leadership Podcast: Strategies From Wise D2C & B2B Marketers · Dots Loves Marketing

LinkedIn Ads Is the Secret Weapon for B2B Customer Growth

·31 min·2 clips

AJ says the average B2B purchase happens after 17 interactions, so video and retargeting now drive the sequence.

1. Marketing Leadership Podcast: Strategies From Wise D2C & B2B Marketers focuses on LinkedIn Ads as the secret weapon for B2B customer growth. 2. Dots Oyobulu hosts AJ Wilcox, founder of B2Linked, and AJ is presented as a LinkedIn ads specialist with a long performance-marketing background. 3. The episode asks how LinkedIn ads can drive B2B revenue when the platform is known for high costs. 4. AJ says he started in digital marketing in 2007 as an SEO and Google Ads practitioner. 5. He describes joining a company in 2011, inheriting a LinkedIn ads pilot, and applying Google Ads strategy to LinkedIn. 6. AJ says his sales reps were fighting over the leads about two weeks later, and he discovered every one of those leads came from LinkedIn. 7. He says that experience led him to become LinkedIn's largest spending account in the world before starting B2Linked in 2014. 8. The discussion turns to why luxury and B2B brands buy LinkedIn ads even when clicks cost more than other channels. 9. AJ says LinkedIn has a monopoly on business data such as job title, company size, seniority, and region. 10. He uses Rolex as an example of a brand that can target C-level people at companies with more than 500 employees in specific regions. 11. AJ argues that B2B buying behavior changed over the last 10 years and that downloadable guides no longer move people to meetings the way they once did. 12. He says sales outreach after a form fill often gets crickets or ghosting, which makes lead count less important than appointment quality. 13. AJ says the average B2B purchase happens after 17 interactions with a brand. 14. He says his team now prefers video ads because 30 seconds of video can communicate more emotion than five or six guides or ebooks. 15. AJ explains that LinkedIn retargeting can sequence ads to people who watched at least 50% or 75% of a video. 16. He says the goal is to rack up meaningful interactions that build know, like, and trust before asking for a sales conversation. 17. AJ says LinkedIn ads have always been expensive, and he gives a range of 10 to 16 dollars per click in North America. 18. He says one client’s LinkedIn leads cost three times more than Meta leads, but the ROI became twice as profitable once sales discarded the wrong-fit leads. 19. The tone is practical and technical, with Dots pushing back, summarizing, and translating AJ's answers for a broader audience. 20. Listeners who manage B2B demand generation will likely get the most value, while people looking for general consumer-ad advice may skip it.

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