Create a content funnel Different types of ads work at different stages, depending on where your targets are in your B2B marketing funnel. For example, at the top of the funnel, they have just engaged with your brand. At this point, more generic content marketing is best, such as whitepapers, eBooks or guides. The goal is to cast a wide net and attract as many people as you can. Then, as they move through the funnel, you can get more specific. Retarget those leads with more specific pieces of LinkedIn advertising, relevant to their business proposition. These could include case studies for companies similar to theirs, or ads showing relevant product features. Choose your media The media you use for each ad can make a big difference. In my experience, video works well at the top of the B2B marketing funnel, on broader campaigns. That said, further down the funnel, videos can be a distraction. At this point, image-based ads perform better. You’re not giving too much away and they don’t require much attention from the audience. Image-based ads are often the ticket to better click-through rates! The Inbound Marketing Playbook / 25