LinkedIn
[Industry] client
- Starting point
- [Verified baseline]
- What we did
- [Summary of work]
- Outcome
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LinkedIn marketing that reaches decision-makers and fills your pipeline
LinkedIn is where business buyers research, network and form opinions about suppliers. We help B2B companies reach the right job titles, industries and accounts with LinkedIn Ads, a stronger company presence and thought leadership that builds trust long before the sales call.
Why LinkedIn matters for B2B
For most B2B businesses, the hardest part of marketing is reaching the right people. Your buyers are specific: a particular job function, seniority, industry and company size. On most advertising platforms you can only approximate that. On LinkedIn, people describe it themselves on their profiles.
That professional context is LinkedIn's great strength. You can put a message in front of finance directors at manufacturing companies with more than 200 employees, or IT leaders at a named list of target accounts. And because people are on LinkedIn in a work mindset, they're more receptive to content about business problems than they would be while scrolling for entertainment.
The trade-off is cost. Clicks and leads on LinkedIn are usually more expensive than on consumer platforms. That's why LinkedIn works best when the value of a customer is high and the targeting precision genuinely matters, and why it needs to be managed carefully, with strong creative, tight audiences and a clear view of which leads become revenue.
B2B buying is a group decision
Larger purchases usually involve several people: users, managers, finance, procurement and leadership. LinkedIn lets you reach each of them with relevant messages, so your company is familiar and trusted across the buying group, not just to the person who first fills in a form.
This also changes how success should be measured. A single campaign may not produce an immediate enquiry, yet still make the eventual sales conversation easier because several people in the account already recognise your name and ideas. We track engagement from target accounts alongside leads so that effect isn't invisible.
Who we work with
- SaaS and technology companies selling to businesses.
- Professional services firms such as consulting, legal, accounting and IT services.
- Manufacturers and industrial suppliers reaching engineers and procurement teams.
- Education and training providers offering executive and professional programmes.
- Recruitment and employer brands attracting experienced talent.
- Event and webinar organisers filling registrations with the right attendees.
LinkedIn is part of our social media marketing services and works closely with our lead generation programmes.
LinkedIn Ads: formats and when to use them
Choosing the right format for each stage of the buying journey matters more on LinkedIn than on most platforms, because costs are higher and audiences smaller.
| Format | What it is | Best used for |
|---|---|---|
| Single image ads | Sponsored posts in the feed with an image and headline | Awareness, content promotion and lead generation |
| Document ads | PDF guides, reports or checklists people can preview in the feed | High-value content and lead capture, with optional gating |
| Video ads | Native video in the feed | Explaining products, customer stories, thought leadership |
| Carousel ads | Swipeable series of cards | Multiple features, steps or case studies |
| Conversation ads | Message-based ads with choice buttons, delivered to LinkedIn inboxes | Event invites, demos and personalised offers to warm audiences |
| Lead gen forms | Pre-filled forms that open within LinkedIn | Reducing friction for enquiries and downloads |
| Thought leader ads | Promoting posts from individual employees or executives | Building trust through real people's voices |
Account-based marketing on LinkedIn
When your market is a defined list of companies, account-based marketing (ABM) focuses effort on the accounts most likely to buy, rather than on generating as many leads as possible. LinkedIn is one of the most useful channels for this.
We can target your ads at a list of named companies, then layer job function and seniority so only relevant people in those accounts see them. Messages can be tailored by industry or tier, and engagement data shows which accounts are warming up, so your sales team knows where to focus.
ABM works best as a partnership between marketing and sales: agreeing the account list, sharing insight on what each account cares about, and coordinating ads with outreach so buyers hear a consistent story.
How we run ABM campaigns
- Build and tier the target account list with sales
- Match accounts on LinkedIn and check audience sizes
- Tailor messages by industry, tier or buying role
- Warm accounts with educational content
- Retarget engaged accounts with proof and offers
- Share account engagement with sales regularly
Company page and thought leadership
Paid ads work better when your organic presence is credible. When prospects click through to your company page or look up your leadership team, they should find a clear description of what you do, regular useful posts and signs of real expertise.
On LinkedIn, people often trust individuals more than brands. Posts from founders, leaders and subject-matter experts frequently reach more people and build more trust than company page posts. We help your experts share their knowledge consistently: finding topics, drafting posts in their voice, and turning one idea into several formats, while they keep full control of what's published under their name.
The strongest programmes connect all three: thought leadership builds familiarity, paid campaigns amplify the best content to target audiences, and lead generation captures demand once buyers are ready.
Organic LinkedIn services
- Company page optimisation
- Content calendar and post creation
- Executive and employee thought leadership
- Newsletter and document content
- Employee advocacy programmes
- Community management and reporting
Common LinkedIn marketing mistakes
These are the issues we find most often when reviewing B2B LinkedIn accounts.
- Audiences that are too broad, such as whole industries with no seniority or function filter, which wastes an expensive budget.
- Accepting LinkedIn Audience Expansion by default, which can show ads to people outside your intended audience.
- Running ads to the LinkedIn Audience Network without checking the quality of those placements.
- Asking cold audiences for a demo before they know or trust you.
- Judging campaigns on cost per lead alone, without checking which leads became opportunities.
- Letting creative run for months to small audiences, until people stop noticing it.
Business benefits of LinkedIn marketing
LinkedIn is expensive per click but efficient per qualified conversation when managed well.
- Precise B2B targeting by job function, seniority, industry, company size and named accounts.
- Reach the whole buying group, not just one contact.
- Higher-quality leads when targeting and qualification are set up properly.
- Stronger brand authority through visible expertise.
- Support for sales teams with warmer, better-informed prospects.
Our LinkedIn marketing capabilities
LinkedIn Ads strategy
Objectives, audiences, formats, budgets and targets based on deal values.
Campaign management
Setup, bidding, pacing and weekly optimisation.
Audience building
Job, company and matched audiences, with retargeting and exclusions.
Account-based marketing
Named-account targeting, tiered messaging and engagement insight.
Creative and copy
Ads, documents and video designed for a professional audience.
Lead gen forms
Qualifying questions and CRM integration.
Conversion tracking
Insight Tag, Conversions API and offline conversion imports.
Company page management
Content, optimisation and community management.
Thought leadership
Ghostwritten posts and content plans for executives and experts.
Event and webinar promotion
Registration campaigns and attendee follow-up.
Sales alignment
Lead routing, qualification criteria and feedback loops.
Reporting
Pipeline and revenue reporting, not just clicks and impressions.
Why choose MarquixAd for LinkedIn marketing?
Expertise
B2B specialists who understand long sales cycles and buying groups.
Strategy
Campaigns built around deal values, win rates and pipeline targets.
Technology
CRM integration so LinkedIn results are measured in opportunities and revenue.
Data
Decisions driven by lead quality, not just cost per lead.
Execution
Content and creative written for professional audiences.
Optimisation
Continuous testing of audiences, formats and offers.
Reporting
Reports your sales and leadership teams will actually use.
Communication
Close collaboration with your sales team.
Scalability
Programmes that grow from a pilot to multi-market campaigns.
Our LinkedIn marketing process
We define who matters before spending anything, then prove results with a focused pilot.
Discovery
Ideal customer profile, buying roles, deal values and sales process.
Audit
Company page, past campaigns, tracking and CRM setup.
Strategy
Audiences, offers, content, formats and budgets agreed.
Setup
Insight Tag, conversions, lead forms and CRM integration tested.
Launch pilot
Focused campaigns with clear success criteria.
Optimise
Audience refinement, creative testing and lead quality feedback.
Scale and report
Expand what works; report on pipeline and revenue.
What you receive
A clear plan up front, then regular optimisation and reporting tied to pipeline.
| When | Deliverables |
|---|---|
| Month 1 | LinkedIn audit; ideal customer and audience plan; tracking and CRM setup; creative and offers; campaign launch |
| Weekly | Campaign optimisation, lead quality checks and sales feedback |
| Monthly | New creative; organic posts and thought leadership content; performance and pipeline report |
| Quarterly | Strategy review, account list refresh and budget planning |
Relevant project experience
Selected LinkedIn and B2B projects will appear here, showing the audience, approach and verified effect on qualified leads and pipeline.
LinkedIn marketing: frequently asked questions
Want to know if LinkedIn suits your business? Request a free review.
Is LinkedIn advertising worth the cost?
It often is for B2B businesses with high customer values, because precise targeting reduces wasted spend on the wrong people. It's rarely the cheapest source of clicks, so we judge it on qualified pipeline.
How much budget do we need for LinkedIn Ads?
Enough to reach your audience repeatedly and generate meaningful data. We recommend a budget based on audience size, deal value and targets, usually starting with a focused pilot.
Can you target specific companies?
Yes. LinkedIn lets you upload a list of target companies and combine it with job functions and seniority, which is the basis of account-based marketing.
Should we use LinkedIn lead gen forms or our website?
Lead gen forms usually produce more leads because they're pre-filled, but quality can be lower. We often test both and add qualifying questions to forms.
How do we improve LinkedIn lead quality?
Tighter targeting, clearer offers, qualifying questions and, most importantly, sending CRM outcomes back so campaigns and budgets favour audiences that produce real opportunities.
Do you write posts for our executives?
Yes. We draft posts in their voice based on their expertise and opinions. They review and approve everything before publishing.
How long does LinkedIn marketing take to work?
Ads can generate leads within weeks, but B2B sales cycles mean pipeline and revenue impact often take several months to show fully. Organic authority builds over longer periods.
What is the LinkedIn Insight Tag?
LinkedIn's website tracking code, which enables conversion tracking, website retargeting and audience insights. It can be complemented by LinkedIn's Conversions API.
Can LinkedIn work for smaller B2B companies?
Yes, with focused targeting and realistic budgets. Smaller companies often benefit most from founder-led content supported by modest, tightly targeted ads.
What content works best on LinkedIn?
Practical expertise: insights from real experience, data, frameworks, customer stories and clear opinions. Overly promotional content usually performs poorly.
Do you manage LinkedIn for recruitment?
Yes, including employer brand content and job promotion campaigns aimed at relevant skills and experience levels.
How do you measure LinkedIn results?
By leads, qualified opportunities, pipeline value and revenue from your CRM, alongside engagement from target accounts, rather than impressions and clicks alone.
Reach the buyers who matter most
Get a free review of your LinkedIn presence and advertising opportunity.