Hey everyone 👋 welcome back to 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:

1. LinkedIn Is Beefing Up 🐮

2. Two Billionaires Walk Into a Bar 📱

3. We Pop the Hood on What Makes an Advert Great 👍

WHAT SMART PEOPLE ARE TALKING ABOUT TODAY 👀

#1 - Two Billionaires Walk Into a Bar

Text exchanges between Jack Dorsey and Elon Musk were made public in the run-up to the trial that will decide whether the world's richest man will be forced to complete his $44B Twitter takeover.

If you ever wondered whether Elon was an 'Ok' or 'KK' type of person...well now we know.

Fantasizing about how to make Twitter better. We learned two things from the exchange:

1. Twitter should have been a decentralized protocol. Never a company

2. If Elon takes over, he wants to do shift Twitter towards the Blockchain

So good. So interesting. Read the texts here.

#2 - LinkedIn Is Beefing Up

If you're in B2B marketing. You use LinkedIn. No question about it.

The LinkedIn crew whipped open the curtain on some of the stuff they've been working on and it has the Performance Marketers of the world rejoicing like all their Christmas' came at once.

We've 4 new toys to play with:

• Offline Conversions: +1 for more first-party data in the age of the cookie-pocalypse

• Document Ads: Keep your content in feed so people don't have to jump out of the LinkedIn platform to consume your content. If you're struggling to wow your company on how good your content is performing, keep an eye on the likes and comments you get from running these Document ads and when they're all ICP buyers, you've something meaningful to show

• Audience Insights: The star of the show. Try importing your all-time history of SQLs/Customers from your CRM and see what you find out

• LinkedIn Media Library: Will help eliminate the more manual and repetitive work of campaign management. Create multiple ads at once and give yourself some time back

More info here from Gina Kleiner, LinkedIn's Director of Product Marketing.

STUMBLED UPON GEMS 💎

• Chris Walker's latest LinkedIn post - Demand Capture 101

• Advertising to the Enterprise from the folks at Right Percent (zero fluff)

• Thread of the week in the Copyrighter subreddit - Roundup of 140 tools straight from the bookmarked lists of someone that's written ads for Burger King, Siemens, and Hyundai

STUDYING THE GREATS 🏆

What makes an ad great?

Is it the creative? The copyrighting? The placement?

All carry weight on whether it flies or flops. But there is one hurdle every ad faces...

It isn't simply getting noticed, but getting believed.

Today we're looking at a handful of some of what are considered the best consumer ads in history. And before you start telling me you're in B2B and the ads we run for LinkedIn, Facebook, and TikTok are worlds apart from B2C land. The core lessons of what great advertising looks like can be carried through no matter who we're selling to.

So sit back, grab that 4th cup of coffee that is fueling your first Tuesday of Q4, and let's do it.

We've all seen the above Avis' powerhouse no.2 ad before, but what about the reply from the number 1?

Hertz was hurting from Avis’ underdog campaign that was biting into their revenue big time, but they responded in epic fashion and for years following "We're no. 1" became the resounding message echoing throughout the great rent-a-car war.

And last but not least. Probably the greatest ad campaign of all time is Nike's Just Do It campaign. Launched in 1988.

Wouldn't be right to share the above Nike ad and not take a moment to salute the legend that is Dan Widen, who passed at the great age of 77 at the end of September. Founder of the world-renowned agency Widen + Kennedy and author of the famous Nike tagline.

Thank you Dan. You inspired a nation.

MEME OF THE DAY 😂

Not a meme. But it was too good not to share. If you're a CMO you'll feel this one.

That's a wrap for today. Cya Friday for edition #4