LinkedIn Thought Leader Ads Are on the Way

Hey 👋

This is Pipe Rise. We show you a handful of cool things happening in B2B Marketing, in less than a 5-minute read.

In Today's Email:

It's all about LinkedIn. We're talking about upcoming new product releases with expected dates.

1. Thought Leader ads are on the way

2. LinkedIn is getting its own discover tab

3. Click-to-Message ads are coming

WHAT SMART PEOPLE ARE TALKING ABOUT TODAY 👀

Ok guys, buckle in. LinkedIn has shared new products and upgrades that are coming to their advertising platform in 2023 and it’s making us starry-eyed.

We’re not feeling like messing around today so let’s get to it.

#1 - LinkedIn Thought Leader Ads Are on the Way

Out of everything that LinkedIn announced, this is the new ad format release I am most pumped about. LinkedIn is leaning into the huge space that is influencer marketing.

Imagine you’re on the hunt for a new attribution tool. You open up LinkedIn, and you see someone you trust and have been following for years shouts out how great an experience they’re having with an attribution company you’ve never heard of. You’re going to at least check them out now right?

Well imagine doing that at scale but for your company and product so you can guarantee distribution of all the nice things being said about you to your ICP. In H1 2023 LinkedIn is going to allow us to sponsor influencer posts to boost engagement using our own marketing budget from our own ad account. And we can’t wait.

Not only is this an authentically real marketing play you can use to scale your acquisition engine but you’ll be empowering an army of trusted people to sell for you which sounds incredibly powerful.

The B2C world has been doing this for a while and pretty successfully combining paid marketing and influencer marketing. It’s time for B2B Marketing to step into the light.

#2 - LinkedIn Is Getting Its Own Discover Tab

You know how Instagram has an explore section that shows you content you’re more likely to engage with? LinkedIn is rob and duplicating something similar for themselves and will have a new Discover button at the bottom of the app in Q1 2023. It’s confirmed that ads will launch here too meaning new ad placements for us.

#3 - Click-To-Message Ads Are Coming

Conversation ads were the LinkedIn darling of 2022 with tons of SaaS companies tapping into their attention-grabbing nature. They hit a few speed bumps mid-year though with GDPR resulting in usage restrictions across the EU. So to make hay while the sun shines, they’ve built a new ad product that takes the best parts of conversation ads and starts in the news feed, but is GDPR friendly so we can target the world again. YAY

Click-to-message ads will look like sponsored content ads in people’s feeds, but when they click on the ad it’ll open up the conversation ad as normal in their inbox since they expressed interest in learning more.

Take advantage when these get fully released in Q1 2023 and run try running these new ads to EU countries before Marketers end up ruining it.

STUMBLED UPON GEMS 💎

• Tracking ad attribution on LinkedIn using Last Touch Each & Last campaign - find it here

• Steal this SEO dashboard for GA - find it here

• Use this declared intent audit to get sales & marketing on the same page - find it here

CHUCKLE OF THE DAY 😂

When you see all the new LinkedIn toys you're going to be able to play with this year

And that's a wrap for the 1st edition of 2023 ✊ Cya tomorrow for more fun and games