LinkedIn has grown into much more than just a recruitment and networking site. It is now one of the most effective performance marketing platforms for B2B companies. With precise targeting, detailed professional data, and an audience focused on intent, LinkedIn enables marketers to strengthen brand credibility, create high-quality demand, and drive measurable revenue growth, all within a single platform.

● Why LinkedIn for Performance Marketing? 

LinkedIn stands out for several reasons:

1. Highest quality B2B audience 

LinkedIn’s professional data, like job titles, company sizes, industries, skills, and seniority, is voluntarily shared and regularly updated, making it very accurate. 

2. Full-funnel capabilities 

You can create awareness, drive engagement, generate leads, and capture purchase intent all in one place. 

3. Strong buying intent 

Users visit LinkedIn for career development, business insights, industry news, and professional growth, making them more open to solution-focused content.

4. Precise targeting and automation 

Matched Audiences, Account Lists, and Lookalike Models allow marketers to connect with the right buyers at the right time. 

1. Brand Building With LinkedIn Performance Marketing 

Building a brand is essential for B2B companies. In a landscape where buyers complete nearly 70% of their decision-making before contacting sales, a strong brand helps reduce friction later in the process. 

Here’s how to use LinkedIn performance tools for brand growth: 

A. Use Awareness Campaigns to Maximize Reach 

Objective Selection: Brand Awareness or Video Views 

These campaigns focus on impressions and visibility, helping you: 

• Increase brand recognition 

• Reach new audiences effectively 

• Position your company as a trusted player in your field 

Use content such as: 

• Short thought-leadership videos (15–30 seconds) 

• Insights from founders or executives 

• Commentary on industry trends 

• Customer proof points (awards, recognition, milestones) 

B. Leverage Thought Leadership for Authority 

LinkedIn’s audience appreciates expertise. 

Promote: 

• Thought leadership articles 

• Videos from leadership 

• Frameworks, industry benchmarks, and original research 

• Webinar or podcast snippets 

High-value thought leadership builds trust, which is vital for influencing B2B purchasing decisions. 

C. Launch Brand Lift Tests 

LinkedIn offers Brand Lift Studies that measure: 

• Brand recall 

• Familiarity 

• Consideration 

• Message association 

These insights help you assess the effectiveness of your top-of-funnel content and improve creative work for better performance. 

2. Demand Generation Using LinkedIn Performance Marketing 

LinkedIn excels at generating high-quality leads because you can reach decision-makers with content tailored to their position in the buying journey. 

A. Use LinkedIn Lead Gen Forms for High-Intent Leads 

LinkedIn Lead Gen Forms usually show: 

• Higher conversion rates 

• Lower cost per lead 

• More complete data (auto-filled fields) 

Combine them with: 

• eBooks 

• Case studies 

• Industry reports 

• Workshops or webinars 

• Buying guides 

Form submissions automatically feed into your CRM or automation tools for lead follow-up. 

B. Create Mid-Funnel Engagement Campaigns 

Objective Selection: Engagement or Website Traffic 

The aim is to educate, nurture, and qualify your audience. 

Content examples: 

• Product walkthrough videos 

• Use case explanations 

• Customer stories 

• Analyst reports (G2, Gartner, Forrester) 

• ROI calculators or comparisons 

C. Retarget Hot Prospects 

Utilise LinkedIn’s retargeting features based on: 

• Video views 

• Lead form opens (even without submissions!) 

• Website visits 

• Engagement with your company page 

• Ad clicks 

Retargeting works especially well for: 

• Mid-funnel nurturing 

• Requests for demos or sales contact 

• Personalized messages by persona or account 

3. Revenue Growth With LinkedIn Performance Marketing 

Once your audience knows your brand and engages with your content, you can focus on bottom-of-funnel conversions and pipeline acceleration. 

A. Run Conversion Campaigns Targeting High-Intent Buyers 

Objective Selection: Conversions 

Focus on actions such as: 

• Demo requests 

• Free trial sign-ups 

• Pricing inquiries 

• Assessment or audit bookings 

• Product consultations 

Best strategies include: 

• Using clear calls to action (“Get a Demo”, “See the Product”, “Try Free”) 

• Promoting product-focused content (videos, GIFs, screen recordings) 

• Offering easy paths for conversion 

B. Build Account-Based Marketing (ABM) Campaigns 

LinkedIn is ideal for ABM since you can upload: 

• CRM account lists 

• Target account lists 

• Ideal Customer Profile (ICP) lists 

Create customised ad sequences that highlight: 

• Industry-specific solutions 

• Personalized case studies 

• ROI stories tailored to account segments 

This increases relevance and speeds up sales cycles. 

C. Use Conversation Ads and Message Ads for Direct Response 

These ad formats encourage real-time engagement and actionable responses. 

Conversation ads work well for: 

• Event registration 

• Demo offers 

• Consultations 

• Personalized product recommendations 

The focus should be on conversational, value-driven messaging, rather than sales pitches. 

4. How to Set Up a Full-Funnel LinkedIn Performance Strategy 

An effective LinkedIn strategy weaves together all three stages of the funnel. 

Step 1: Define Your Funnel Stages and KPIs 

Example metrics: 

Funnel Stage | KPI | Example Goals 

Awareness | Reach, Impressions, Video Views | Increase brand awareness by 40% 

Consideration | CTR, Landing Page Visits, Engagement | Increase content engagement by 30% 

Demand Gen | Leads, Cost per Lead, Form Fill Rate | Generate 500 leads per quarter 

Revenue | Demos, Trials, Pipeline | Increase qualified demos by 25% 

Step 2: Build the Right Audience Segments 

Create: 

• Cold audience: based on job title, industry, skills 

• Warm audience: video viewers, page visitors, post engagers 

• Hot audience: website visitors, CRM retargeting, ABM lists 

• Lookalikes: of existing customers or high-intent converters 

Step 3: Develop Funnel-Specific Creative 

Top of Funnel (TOF) 

Format: videos, static images, thought leadership 

Goal: awareness and education 

Middle of Funnel (MOF) 

Format: lead magnets, case studies, comparison sheets 

Goal: demand generation 

Bottom of Funnel (BOF) 

Format: demos, trials, testimonials, ROI calculators 

Goal: conversions and revenue 

Step 4: Measure Performance and Optimize 

Key LinkedIn metrics to monitor: 

• Cost per 1,000 impressions (CPM) 

• Cost per click (CPC) 

• Lead form completion rate 

• Cost per qualified lead (CPQL) 

• Sales-qualified opportunities (SQOs) 

• Pipeline value and revenue 

Use A/B testing for: 

• Creative formats 

• Creative angles 

• Ad copy variations 

• Call-to-action buttons 

• Target audiences 

5. Best Practices for Maximizing LinkedIn Marketing ROI 

1. Create multiple touchpoints 

Single ads do not work in B2B. Use sequenced ads to guide buyers through their journey. 

2. Use strong creativity 

High-quality visuals combined with clear messaging lead to higher click-through rates and more conversions. 

3. Align marketing and sales 

Ensure leads move quickly from marketing to sales. Use automation for lead routing. 

4. Invest consistently 

Brand building requires repetition. LinkedIn recommend constant campaigns. 

5. Analyse audience insights 

LinkedIn demographic data helps refine your Ideal Customer Profile and messaging.

6. Examples of a Full-Funnel LinkedIn Strategy 

Awareness Campaign 

• Objective: Video views 

• Audience: Senior HR managers at companies with 200–1000 employees 

• Content: 30-second video introducing your HR automation platform 

Engagement Campaign 

• Objective: Website traffic 

• Content: Blog/Report—“2025 HR Transformation Trends” 

• Audience: Retarget video viewers and lookalikes 

Lead Gen Campaign 

• Objective: Leads 

• Content: “ROI Calculator for HR Automation” 

• Format: Lead Gen Form 

Conversion Campaign 

• Objective: Demo requests 

• Content: Short demo video with a strong call to action 

Conclusion 

LinkedIn performance marketing has become a vital part of modern B2B growth strategies. When used well, it helps companies: 

• Build lasting brand equity 

• Generate predictable, high-quality demand 

• Accelerate revenue and shorten sales cycles 

The key is to view LinkedIn as more than a platform for one-off ads; treat it as an integrated full-funnel marketing engine. 

By connecting brand building, demand generation, and conversion efforts, businesses can create a strong, measurable, and scalable growth system that delivers results month after month.