📈 Generate More MQLs with LinkedIn Ads

If your marketing sourced pipeline generation system is built on a point accretion system, here is a great way to help increase MQLs sourced specifically through LinkedIn ads and Lead Generation Forms:

❄ Cold Layer

Strategy: Here you are looking to get your first form fills. I would use your most successful asset (or assets) ever promoted. Be it an eBook, white paper, or both. You are just trying to get that initial form fill to start building that First Conversion Audience. Make sure to create an audience in LinkedIn for all ad clicks, CTA clicks, and form opens. You can use those at a later date.

Ad Formats used: - Sponsored Content - Conversation Ads

✅ First Conversion Audience:

Depending on your audience size, this can take a considerable amount of time to populate. Luckily there are some work arounds here that can help build this audience a lot faster.

🤔 Previous engagement audiences

Create lists within your CRM based off of these previous engagements:

- All Website Conversions

- All Google Ads Conversions

- Sponsored Content Conversions

- Historic LinkedIn Lead Gen Form Conversions 

- Any other previous conversions you feel are relevant

Make sure to segment by leads who have only converted once and upload these lists into LinkedIn. When populated, you will add these lists to your Secondary Conversion Audience.

🍁 Secondary Conversion Audience

Strategy: I would look at the best performing themes and apply them here. You will have one campaign for Sponsored Content and one for Conversation ads. From there, you will promote several assets within each campaign. You are looking to create a rolodex of assets to get your conversion for the Secondary Conversion Audience. Make sure to create an audience in LinkedIn for all ad clicks, CTA clicks, and form opens. You can use those at a later date.

Ad Formats used:

- Sponsored Content

- Conversation Ads

🔥 MQL Audience

Now that you have your secondary conversion, your MQL should be routed immediately over to your SDR team. Monitor follow up cadences closely. Make sure to create an MQL audience that you can target specifically for Demo. This can be a great test to see how truly warm your audience is.

🛑 NOTE: The data from this MQL Audience can help bolster your internal pivot to an ungated journey if the audience does not convert well for demos. This will show that your MQL model may need to be tweaked or abandoned. 😱

Caveat: This was a system I used to increase MQL production from LinkedIn by 83%. However, two conversions within LinkedIn equalled an MQL. If it takes more than that to equal an MQL for you then you will simply need to add another layer with new assets and/or new ad creative from the previous assets.

PS: Make sure to test, test, test!!!

Feel free to like and share the LinkedIn post where this blog originated from.