LinkedIn + 6sense Buying Stages

neil.fiedler

Best practices on layering in LinkedIn when running buying stage based display campaigns in 6sense? Let's assume you're pushing the same segments to LinkedIn so they are updating dynamically.

Does it work better in a certain buying stage (generally)? Any tips on how to make 1+1 = 3?

@Kyle Dugan what have you seen work here?

Kyle Dugan

Hi @neil.fiedler. We have used LinkedIn ads across all stages, but found that consideration and decision tend to perform best. Especially if you are matching your ad content to keywords researched by those segments.

It's also been useful for getting accounts to move faster through the top of funnel stages. It all really depends on what campaigns you are running and what your goals are.

Heather Foeh

@neil.fiedler There's some great content at Breakthrough on LinkedIn ads from @Josh @ Anthology and @aweihmann !

Josh White

Hi @neil.fiedler. Similar to what @Kyle Dugan mentioned, we've seen the most success with LinkedIn ads in the latter stages of the buying cycle (Consideration, Decision, and Purchase) - particularly when using persona-specific messaging geared toward those on the buying committee for a particular solution. We've also seen success utilizing 6Sense Display Ads for those accounts in the Target and Awareness stages of an intent segment as a way to "warm them up" about who we are and what we can offer them, and then target them with LinkedIn ads once they move into the Consideration, Decision, or Purchase stages. That way we can control our LinkedIn spend a bit by targeting those in-market accounts a bit further down the sales cycle.