Course Curriculum

LinkedIn Marketing & LinkedIn Lead Generation with Dekker

2sections
33lectures
4h 19mtotal

What you’ll learn

  • LinkedIn

  • LinkedIn Marketing

  • LinkedIn Lead Generation

  • LinkedIn Ads

  • LinkedIn Advertising

01

Part 1 - Bottom of Funnel LinkedIn Marketing

17 lectures • 2hr 28min

  • Introduction

    Explore bottom-of-funnel lead generation on LinkedIn, including message and conversation ads, Sales Navigator outreach, and image, video, and text ads, with a focus on converting hot leads.

    11:48

  • Introduction

    Activity

  • Message Ads

    Note that message and conversation ads are no longer available in the European Union.

    12:54

  • Message Ads

    Activity

  • Message Ads Tutorial

    Create a LinkedIn message ads lead-gen campaign, target product marketing managers in US and UK, exclude HR and sales, and use lead capture forms.

    12:31

  • Conversation Ads

    Conversation ads on LinkedIn let multiple calls to action and image embeds, giving prospects agency and a choose-your-adventure experience, with case studies showing strong ROI from targeted offers.

    7:32

  • Conversation Ads

    Activity

  • Conversation Ads Tutorial

    Create a LinkedIn conversation ad for lead generation by configuring campaign settings, targeting IT directors in the US, selecting a lead gen form and templates, and debugging with the flowchart.

    7:51

  • LinkedIn Sales Navigator & Outreach

    Learn to build targeted account lists with LinkedIn Sales Navigator and execute a three-step outreach—list building, automations, and personalized outreach—for account-based marketing success.

    16:00

  • LinkedIn Sales Navigator & Outreach

    Activity

  • Image Ads 1

    Master bottom of funnel image ads on LinkedIn by using strong offers, clear visuals, and compelling copy to drive leads. Compare single image and carousel formats, incentives, and native forms.

    17:04

  • Image Ads 1

    Activity

  • Image Ads 2

    Separate use cases into targeted ads to strengthen product positioning with clear benefits, and use per-use-case ads or micro stories for complex products.

    4:52

  • Images Ads 3

    learn how image ads avoid conflating product positioning with advertisement positioning, using concrete use cases and precise promises—speed, personalization, localization, and LinkedIn lead capture to boost conversions.

    5:09

  • Image Ads

    Activity

  • Image Ads Tutorial

    Set up a LinkedIn lead generation campaign in the campaign manager targeting marketing at mid-sized firms in the United States, using a lead capture form and manual bidding.

    4:24

  • Video Ads

    Learn bottom-of-funnel video ads for lead generation on LinkedIn, using in-ad lead forms, video within the ad, tight targeting, social proof, and short captioned demos.

    5:46

  • Video Ads

    Activity

  • Video Ads Tutorial

    Learn to create LinkedIn video ads by selecting the video ad format, uploading the video, adding a headline and call to action, and using subtitles to address mute viewers.

    4:01

  • Text Ads

    Discover bottom-of-funnel LinkedIn text ads with strong calls to action and focused landing pages. Optimize for website conversions, set low bids, and track results with the LinkedIn insight tag.

    4:14

  • Text Ads

    Activity

  • Other

    Master bottom-funnel LinkedIn advertising by refining audience uploads and retargeting, and by testing targeting, creative, and offers to boost conversions. Audit demographics and bidding factors to optimize performance.

    19:51

  • Other

    Activity

  • Targeting Options in 2022

    Explore LinkedIn's 2022 targeting options, from geography and company size to seniority and job title, and learn to use audiences, lookalikes, and retargeting for precise B2B ad campaigns.

    9:39

  • Matched Audiences

    Learn to build LinkedIn advertising audiences by uploading contact or company lists with seniority and function filters, plus lookalikes, then apply retargeting across company pages, events, forms, video, and websites.

    4:32

  • Part 1 Slides

    0:01
02

Part 2 - Top & Middle of Funnel LinkedIn Marketing

18 lectures • 1hr 51min

  • Introduction - A

    Explore top and middle funnel LinkedIn campaigns, focusing on awareness and consideration objectives, retargeting strategies, and the opportunity to reach out of market B2B buyers.

    5:21

  • Introduction - A

    Activity

  • Introduction - B

    Learn how to allocate LinkedIn advertising budgets across top, middle, and bottom funnel stages, balance awareness and demand, and optimize for reach, clicks, and video views to drive scalable growth.

    12:04

  • Introduction - B

    Activity

  • Introduction - C

    Learn how integrated marketing across LinkedIn ads, warm-up emails, and direct mail lowers costs per impression, per click, and per view, while delivering multi-channel case studies and scalable pipeline.

    4:27

  • Brand Unaware - A

    Learn brand awareness strategies for the top of the funnel, focusing on brand marketing over product marketing, using video, organic posts, boosting, and cross-channel tactics to maximize recall.

    9:58

  • Engagement Boost [Tutorial]

    Learn to create awareness on LinkedIn by posting a video with hashtags, maximize reach through organic and paid boosts, and optimize with engagement campaigns, budgets, and calls to action.

    5:19

  • Video Views & Brand Awareness Boost [Tutorial]

    learn to create LinkedIn campaigns with engagement, video views, and brand awareness objectives, set budgets and manual bidding, test CPM, and manage reach to avoid overexposure.

    3:56

  • Brand Unaware - B

    Shift from direct response to brand awareness on LinkedIn by testing CPV vs CPM, optimizing frequency, and building distinctive B2B branding with memorable mascots.

    18:36

  • Problem Unaware

    Learn how to target problem-unaware audiences by framing the problem as urgent, using social proof and compelling examples, before presenting a solution.

    4:08

  • Category Unaware

    Learn to tee up your category as the solution by framing problems while educating customers. Leverage LinkedIn ads, webinars, events, and social proof to build category awareness and credibility.

    6:42

  • Create an Event [Tutorial]

    learn to create a LinkedIn event from a company page, set online or external links, add registration, invite connections, and boost momentum with engagement ads and social proof.

    4:16

  • Deleting an Event

    Activity

  • Product Unaware

    Educate buyers with non-gated product content to raise awareness, embrace content over gating, and retarget with case studies that demonstrate tangible value in B2B marketing.

    7:02

  • Other - 1

    Discover how to analyze competitors' ads on LinkedIn and Facebook to uncover awareness-focused video strategies and use LinkedIn website demographics to optimize traffic across channels.

    4:15

  • Other - 1

    Activity

  • Other - 2

    Strategize with layered LinkedIn targeting by combining matched audiences, lookalikes, retargeting, and native attributes while excluding customers to craft precise, multi-channel campaigns that nurture toward demos.

    13:26

  • Other - 2

    Activity

  • LinkedIn Ad Benchmarks

    1:07

  • Part 2 Slides

    Activity

  • Multilogin

    Expand to multiple accounts and regions with multi login, an antidetect browser that hides identity and location, enabling ai automations, team collaboration, and scalable growth across ecommerce and marketing.

    10:07

  • BONUS

    0:04