Try getting personal I recommend trying the following B2B marketing experiment: create highly-personalised ads, aimed at senior management in one specific company. Research the company as thoroughly as you can. Look at their LinkedIn feed to see the kinds of messaging they use on a day-to-day basis. Then, use those insights to tailor an ad that resonates solely with them. Mention the company name in your ad, as well as any other information you can find, such as their office location. Maybe they have bought some new technology? Get as personal as you can. When you do, your prospect is much more likely to engage with your ad. It’s a bit more work than usual, but it can produce a great payout! Always A/B test Testing is essential in LinkedIn advertising. You need to lock down quickly which ads perform better than others. So, when you come up with an ad campaign, create several different variants. Try them all out and track them against your chosen marketing metrics. Which one performs best? Certain ads may work better at different stages of your funnel. Make sure you test this out too! The Inbound Marketing Playbook / 26