E1: Mastering LinkedIn Ads with Ben Jones, Head of Demand Generation at GoCardless
In the world of B2B advertising, there’s little room for guesswork—especially when it comes to LinkedIn Ads. We sat down with Ben Jones, Head of Demand Generation at GoCardless, to explore how his team effectively uses LinkedIn Ads to drive success. From his unique approach to demand generation to the power of precise targeting, Ben offered key takeaways that every B2B marketer should consider.
In this interview, we discuss:
- The Role of LinkedIn Ads in Demand Generation - His unique methodologies and strategies.
- Why LinkedIn Ads Work for GoCardless - The specifics of their ad campaigns.
- Key Features of LinkedIn Ads That Set It Apart - What they do that's unique.
- Practical advice for B2B marketers - some actionable tips and tricks.
The Role of LinkedIn Ads in Demand Generation
GoCardless is a prime example of a company that has used LinkedIn Ads to fuel growth in a highly competitive space. As a leading fintech, GoCardless focuses on driving net new customer acquisition in the UK and beyond. According to Ben, their demand generation strategy is built on three key segments: upper small business, mid-market, and enterprise accounts.
“We focus almost exclusively on targeting accounts that are most likely to benefit from our solutions,” says Ben. “For us, LinkedIn Ads is a crucial tool, allowing us to reach these specific accounts with highly targeted content.”
Why LinkedIn Ads Work for GoCardless
GoCardless is a UK fintech unicorn, and their growth story is fueled by smart advertising choices. The primary reason LinkedIn Ads is so effective for GoCardless is its precision. Unlike other channels, LinkedIn allows Ben’s team to zero in on decision-makers from specific industries and job functions. This precise targeting ensures that their ads are seen by the right people, increasing the likelihood of conversions. As Ben pointed out, it allows GoCardless to target the exact personas and companies they need to drive leads and close deals.
“We’re talking about hitting CFOs, decision-makers, and senior execs directly. The precision of LinkedIn’s targeting makes it invaluable for our demand gen strategy,” says Ben.
That precision is exactly what makes LinkedIn a non-negotiable for anyone serious about B2B advertising.
“We don't waste our budget on channels that don’t offer this level of control,” Ben emphasizes. “LinkedIn lets us target by job title, company size, and even specific accounts, which is invaluable for a LinkedIn Ads Agency working with businesses like ours.”
Key Features of LinkedIn Ads That Set It Apart
While many platforms offer some degree of targeting, LinkedIn's unique features are what make it a standout tool in B2B advertising. Ben highlights a few:
- Account-Based Marketing (ABM) Integration: GoCardless integrates LinkedIn with their ABM platform to streamline campaign management and ensure that only the right accounts are being targeted.
- Advanced Reporting: The platform offers valuable insights, including the reach and engagement of specific accounts. This helps GoCardless continuously optimize their campaigns and allocate budget more effectively.
- Controlled frequency to valuable ICP: “One of the most important metrics for us is ad frequency,” Ben explains. By maintaining a consistent presence in front of decision-makers, GoCardless ensures that they stay top of mind when prospects are ready to make a purchase.
LinkedIn Ads in the Broader B2B Advertising Ecosystem
While LinkedIn Ads are a critical part of GoCardless’ marketing strategy, Ben is quick to point out that they are only one piece of the puzzle. GoCardless also uses other channels, including programmatic advertising and direct mail (yes, you read that right!), to engage their audience. But when it comes to driving the top-of-funnel awareness and nurturing those critical B2B relationships, LinkedIn is where the heavy lifting happens.
“LinkedIn allows us to reach a significant portion of our target accounts quickly and efficiently,” Ben says. “We’ve experimented with other platforms, but nothing compares to the targeting capabilities that LinkedIn provides. It lets us engage with our target accounts in ways other platforms just can’t match. Whether it's one-to-many campaigns or hyper-targeted ABM efforts, LinkedIn has been a game-changer,”
Practical Tips for B2B Marketers
For businesses looking to get the most out of their LinkedIn Ads, Ben offers a few key pieces of advice:
- Start with Segmentation: Before you dive into campaign creation, ensure that your audience is properly segmented by account size and industry. This will help you avoid wasting budget on irrelevant impressions.
- Focus on Frequency: One of the biggest mistakes businesses make is underestimating the importance of ad frequency. As Ben notes, prospects need to see your ads multiple times before they engage, so aim for a frequency of 6-8 views per month.
- Leverage LinkedIn’s Native Features: Whether it’s account targeting or engagement reporting, use all the tools available in LinkedIn Campaign Manager. These features allow for better optimization and help ensure that your campaigns are as effective as possible.
- Test Relentlessly: Always be testing. GoCardless is constantly A/B testing ad formats, creative, and messaging to find what resonates best with their ICP.
Conclusion: The Future of B2B Advertising
If you’re serious about B2B advertising, LinkedIn Ads is a tool you can’t afford to ignore. With the right strategy, you can drive demand, nurture relationships, and ultimately convert high-quality leads into closed deals—just like GoCardless is doing.
Whether you’re handling it in-house or working with an agency, the key is to be hyper-focused on the details. From granular targeting to optimizing ad frequency, mastering LinkedIn Ads is all about getting the fundamentals right.
Ready to take your LinkedIn Ads strategy to the next level? Book a call, and let’s chat about how we can make LinkedIn Ads work for your business.
