Course Curriculum

LinkedIn Marketing with Dekker: LinkedIn Ads, LinkedIn Leads

10sections
106lectures
10h 59mtotal

What you’ll learn

  • LinkedIn Advertising

  • B2B Advertising

  • B2B Marketing

  • LinkedIn Ads

  • LinkedIn Marketing

  • LinkedIn

01

Bottom of Funnel LinkedIn Marketing Ads

24 lectures • 3hr 44min

  • Message Ads (LinkedIn Ads)

    Learn to use LinkedIn message ads for inbox ads with no landing page. Capture leads with built-in lead gen forms and optimize with bottom of funnel offers and performance metrics.

    12:54

  • Message Ads Tutorial

    Create a LinkedIn message ad campaign in campaign manager, define geography and audience, use list upload and retargeting, and configure a lead capture form with a landing page.

    12:31

  • Image Ads 1 (LinkedIn Marketing)

    Focus bottom of funnel image ads with clear offers and incentives, emphasize the offer over the product, and test offers along with native LinkedIn forms to boost qualified leads.

    17:04

  • Image Ads 1

    Activity

  • Message Ads

    Activity

  • LinkedIn Sales Navigator & Outreach

    Leverage LinkedIn Sales Navigator for account-based marketing, build account lists before lead lists, and orchestrate automated and personalized outreach with your sales team.

    16:00

  • LinkedIn Sales Navigator & Outreach

    Activity

  • Introduction to LinkedIn Marketing

    Concentrate on bottom-of-funnel LinkedIn marketing using message and conversation ads, Sales Navigator outreach, and image or video ads to drive short-term lead generation.

    11:48

  • AI for Buyer Personas

    Use AI to build buyer personas and ideal customer profiles for LinkedIn marketing and lead generation. Apply AI-driven insights to messaging and channels to optimize outreach and conversions.

    15:43

  • AI Powered Social Media

    Leverage AI-powered social media to attract hundreds of customers by generating tailored ads and posts for specific buyers via Elsa AI, onboarding ICPs for multi-platform campaigns.

    7:56

  • Other LinkedIn Marketing

    Optimize bottom-of-funnel LinkedIn ads by uploading target lists via Sales Navigator, retargeting site visitors, and testing targeting, creative, and offers to boost leads and pipeline.

    19:51

  • Other

    Activity

  • Targeting Options

    Master LinkedIn ad targeting from geographies and exclusions to audience attributes like industry, company size, seniority, and job titles. Leverage audiences for uploads, lookalikes, retargeting, and third party data.

    9:39

  • Brand Unaware A - LinkedIn Marketing

    Master top of funnel brand awareness by crafting creative ads that build long term memory and use learn more calls to action from organic posts to boosted campaigns.

    9:58

  • Brand Unaware B - LinkedIn Marketing

    Experiment with bidding strategies and objectives—test cost per view, cost per impression, and brand awareness campaigns, and evaluate video views, frequency, reach, and viral amplification to boost LinkedIn branding.

    18:36

  • Secret Social Media Marketing Tools

    Boost LinkedIn ads and leads using six secret tools: multi-login, lead and force, influencer monetization platforms like Room 11 and Fanview, ManyChat, Elsa by M1 Project, and Lemlist and Taplio.

    8:48

  • Conversation Ads (LinkedIn Ads)

    Explore conversation ads on LinkedIn, which embed an image and offer multiple calls to action, giving prospects agency while driving strong return on investment from targeted offers.

    7:32

  • Conversation Ads

    Activity

  • Conversation Ads Tutorial

    Learn to set up a LinkedIn conversation ad for lead generation in campaign manager, targeting IT directors in the United States, with bids, lead-gen forms, and multiple CTAs.

    7:51

  • Lead Generation Image Ads with Mailchimp Nurturing

    Leads from LinkedIn ads are imported into MailChimp to trigger automated nurture emails, with tagging as SaaS tip sheet and education-focused sequences ending in a sale.

    5:41

  • Image Ads 2 (LinkedIn Marketing)

    Explore why separate ads for each use case sharpen clarity and support product positioning, rather than a single overwhelmed ad. Learn when to use micro stories versus feature-focused ads.

    4:52

  • Image Ads 3 (LinkedIn Marketing)

    Separate product positioning from advertisement positioning and craft specific ads for use cases, emphasizing concrete benefits, localization, personalization, and precise LinkedIn lead capture targeting.

    5:09

  • Image Ads

    Activity

  • Image Ads Tutorial

    Launch a LinkedIn lead generation campaign in campaign manager using a single image ad with a lead capture form, targeting marketing at mid-sized companies by job functions, with manual bidding.

    4:24

  • Video Ads (LinkedIn Marketing)

    Execute bottom-of-funnel video ads on LinkedIn to generate leads with in-ad forms and short, cost-efficient videos. Improve results through precise targeting, social proof, objections research, and captions for silent viewing.

    5:46

  • Video Ads

    Activity

  • AI Product Demos

    Demonstrate how to create AI-powered product demos, tutorials, and documents with trooper, featuring AI voiceover, avatars, zooms, translations, and automated step-by-step guides.

    8:56

  • Video Ads Tutorial - LinkedIn

    Learn to create LinkedIn video ads by selecting targeting, choosing video format, and adding captions. Track completion rate and full-screen plays to optimize leads and awareness.

    4:01

  • Text Ads for LinkedIn

    Leverage bottom-of-funnel text ads on LinkedIn, focused on desktop, with website conversions, strong call-to-action, and simple landing pages, while tracking via the LinkedIn insight tag.

    4:14

  • Text Ads

    Activity

  • Matched Audiences for LinkedIn Marketing

    Explore LinkedIn advertising audiences, including uploading contact and company lists, retargeting options, and look-alike audiences, with emphasis on engagement signals like video views and lead forms.

    4:32

  • Part 1 Slides

    0:01
02

LinkedIn Organic Marketing at Scale - Using AI & Automation

6 lectures • 24min

  • Taplio 1

    Learn how Taleo helps grow your LinkedIn influence quickly and at scale without paid ads by making your content go viral and generating and nurturing leads.

    1:41

  • Taplio 2

    Tapio drives virality on LinkedIn with AI-generated posts inspired by viral content and influencer engagement. Automate direct messages and replies, analyze influencers, and create a tableau-powered steady stream of posts.

    4:38

  • Taplio 3

    Schedule a calendar of LinkedIn posts with Taleo to publish AI-generated content automatically. Use Tapio to generate and nurture leads for partnerships, demand generation, and account-based marketing.

    1:52

  • Taplio 4

    Discover Taplio 4's outreach and CRM tools to message up to 100 prospects at once, track engagement via Sales Navigator, and generate icebreakers to stay top of mind.

    2:56

  • AI & Automation Quiz

    Activity

  • Taplio Slides

    0:01

  • Anti Detect Browser

    Discover how antidetect browsers like Go login scale marketing by creating and managing multiple profiles across platforms—reducing bans, enabling LinkedIn ads, lead generation, and team collaboration.

    12:34
03

Top & Middle of Funnel LinkedIn Marketing Ads

20 lectures • 1hr 31min

  • Introduction A - LinkedIn Marketing

    This lecture explains planning top- and mid-funnel LinkedIn campaigns, focusing on awareness and consideration objectives. It highlights retargeting over lead generation objectives and the out-of-market arbitrage.

    5:21

  • Introduction - A

    Activity

  • Wistia Wizard

    Discover how bold, distinctive branding uses a mascot and spokesperson to build lasting associations between a brand and the webinar need, exemplified by Wistia's wizard campaign.

    3:28

  • Introduction B - LinkedIn Marketing

    Allocate your LinkedIn budget across the funnel’s six stages—from brand to paid offers—and optimize for reach, clicks, and views using disciplined metrics and integrated campaigns.

    12:04

  • Introduction - B

    Activity

  • Introduction C - LinkedIn Marketing

    Learn how to lower costs on LinkedIn ads by bidding on impressions and using integrated marketing across email, LinkedIn ads, and direct mail to drive pipeline and revenue.

    4:27

  • NEW! Thought Leader Ads

    Thought leader ads must use either the brand awareness or engagement objective and the single image ad format.

    2:57

  • Thought Leader Ad Example

    Select a post with high engagement, approve it as an ad, preview desktop and mobile, sponsor the post, and launch the draft campaign, optimizing for reach over impressions.

    0:54

  • Engagement Boost [Tutorial]

    Post a video on your company page with a brief write-up and hashtags to raise awareness, then boost for engagement to expand organic and paid reach.

    5:19

  • Multilogin

    Master multi login antidetect browser to manage multiple accounts across regions, avoiding bans while enabling targeted campaigns, team collaboration, and AI-driven automations.

    10:07

  • Video Views & Brand Awareness Boost [Tutorial]

    Create three LinkedIn ad campaigns—engagement, video views, and brand awareness—adjusting budgets, bidding strategies, and reach to optimize impressions, views, and frequency.

    3:56

  • Video Views vs. Awareness Reach

    Compare video views campaigns and awareness reach campaigns to optimize retargeting for webinar audiences, leverage content consumption over impressions for complex topics, and control frequency and quality through reach optimization.

    1:14

  • Problem Unaware - LinkedIn Marketing

    Sell the problem at the top of the funnel in LinkedIn marketing, not the brand or product. Highlight urgency through social proof and examples that reveal gaps and prompt action.

    4:08

  • Category Unaware - LinkedIn Marketing

    Position the category as the solution to the problem for product unaware audiences, using LinkedIn ads, events, and social proof to educate and engage.

    6:42

  • Create an Event [Tutorial]

    Create and promote a LinkedIn event from your company page, choosing online with an external link, registration, and description, then use engagement ads and social proof to build momentum.

    4:16

  • LinkedIn Live Example

    0:15

  • Deleting an Event

    Activity

  • Product Unaware - LinkedIn Marketing

    Learn how to raise product awareness through education rather than gating, using interactive tours, a demo, case studies, and non-gated content to educate prospects and boost engagement.

    7:02

  • Other 1 - LinkedIn Marketing

    Explore how to leverage LinkedIn ads and website demographics to study competitors' ads, shift to awareness and video ads, and analyze traffic across channels for better targeting.

    4:15

  • Other 1

    Activity

  • Other 2 - LinkedIn Marketing

    Combine LinkedIn matched audiences with retargeting, lookalikes, and layered attributes to narrow reach and boost conversions. Run always-on campaigns and explore audience network for efficiency.

    13:26

  • Other 2

    Activity

  • LinkedIn Ads Benchmarks

    1:07

  • Part 2 Slides

    0:02
04

LinkedIn Advertising: Quick Fixes

6 lectures • 22min

  • Most common mistakes I see in LinkedIn advertising

    Discover four common LinkedIn advertising mistakes and how to fix them, using native lead gen forms, negative targeting, cost-per-click bidding, and proactive lead nurturing for demand generation.

    5:55

  • LinkedIn Mistakes

    Activity

  • Fixing LinkedIn problem 1 with lead gen forms

    Learn to set up a LinkedIn lead generation campaign in the campaign manager and create a lead gen form with a privacy policy and call to action.

    8:03

  • Fixing LinkedIn problem 1

    Activity

  • Fixing LinkedIn problem 2 with negative targeting

    Learn to use negative targeting in LinkedIn ads by excluding disqualifying roles like physician assistants. Refine the audience with job function and demographics to control who sees your campaigns.

    3:02

  • Fixing LinkedIn problem 2

    Activity

  • Fixing LinkedIn problem 3 with bidding

    Learn to optimize LinkedIn ads by switching to manual bidding with enhanced options, starting with a low bid to reveal the true minimum and using cost-per-click budgeting.

    2:06

  • Fixing LinkedIn problem 3

    Activity

  • Fixing LinkedIn problems 4 & 5 with nurturing

    Enhance LinkedIn ads results through lead nurturing and automated emails using CRM integrations and marketing automation tools like Marketo, HubSpot, and MailChimp to educate and convert leads over time.

    2:51

  • Fixing LinkedIn problems 4 & 5

    Activity

  • IMPORTANT NOTE ON AUDIENCE NETWORKS

    0:17

  • Audience Network

    Activity
05

LinkedIn Video Ads

6 lectures • 31min

  • Creating a simple LinkedIn video ad in Canva

    Create a concise LinkedIn video ad in Canva using a problem–agitate–solve structure, add proof through testimonials, and publish with a clear call to action.

    6:52

  • Simple & successful LinkedIn video ad example

    Simple eight-second LinkedIn video ad created in Canva, imported to LinkedIn, with a problem-solution framework and an embedded signup form to generate leads.

    5:03

  • Simple & sucessful LinkedIn video

    Activity

  • Storytelling LinkedIn video ad example

    Storytelling LinkedIn video ad example follows Laura the vet, who speeds notes with Talkatoo, addressing a complex workflow with social proof and a free-trial call to action.

    6:30

  • Storytelling

    Activity

  • LinkedIn Video Ad for Maximizing Views

    Leverage Buzzsumo data to craft how-to and x-ways LinkedIn headlines, then apply them in a targeted video ad. Track views and retarget educated viewers with direct-response campaigns for SaaS demos.

    3:55

  • LinkedIn Video Ad

    Activity

  • Marketing Video Example

    Talkatoo dictation made simple for veterinarians speeds up reports and halves documentation time, helping vets get home on time. It works with all practice management software on PC and Mac.

    1:23

  • Video Tips for Lead Generation

    Explore bottom-of-funnel LinkedIn video strategies to generate real leads—demos, consultations, or free trials—by showing the product in use, addressing objections, and offering a unique offer with captions.

    7:44

  • Video Tips

    Activity
06

LinkedIn Message/Inbox Ads & Conversation Ads

7 lectures • 35min

  • LinkedIn Message Ad Example

    Discover how LinkedIn message ads address diminishing returns with personalized, in-platform outreach, high open rates, and affordable cost per lead through forms and CTAs.

    5:33

  • LinkedIn Message Ad Example 2

    Learn to craft a personalized LinkedIn message ad for early access demo of groundbreaking audio content marketing, targeting content marketing managers at large firms. Use a strong call to action.

    7:14

  • SPECIAL INCENTIVES!

    Create two offers for LinkedIn message ads—a demo or sales talk and a tailored incentive—to secure 30 minutes of a busy executive’s time, using the bottom-of-funnel focus.

    5:24

  • LinkedIn Conversation Ads

    Learn how LinkedIn conversation ads use branching decision trees to offer multiple options, guide funnel stages, and drive lead generation with templates and a native lead gen form.

    9:26

  • "How I Generated 5X Return From One LinkedIn Conversations Ads Campaign"

    0:04

  • LinkedIn WARNING about message ad KPIs!

    LinkedIn message ads measure opens as clicks, not landing-page clicks, so CPCs aren’t apples-to-apples with image or video ads; interpret open rates to gauge true performance.

    5:16

  • LinkedIn: More Warnings

    Explore the value and warnings of LinkedIn inbox and conversation ads, including targeting 7,000 prospects at $0.16 per send for a short-term competitive advantage.

    2:06

  • Message Campaign

    Activity
07

LinkedIn Text Ads

2 lectures • 10min

  • LinkedIn Text Ad Examples

    Analyze LinkedIn text ads, noting their simple format, typically low click-through rate, and the need to target large audiences with clear calls to action and landing pages.

    5:33

  • LinkedIn Text Ads - UTM Tracking and Insights Tag

    Learn how to track LinkedIn text ad performance with UTM parameters and the LinkedIn insight tag, analyze funnel conversions in a CRM, and optimize campaigns for customer lifetime value.

    4:36
08

LinkedIn Image & Carousel Ads

4 lectures • 27min

  • LinkedIn image ads 1

    LinkedIn image ads resemble organic posts to maximize visibility on the feed. Test targeting, offers, and creatives to improve MQLs, signups, and reduce the customer acquisition cost across the funnel.

    8:29

  • LinkedIn image ads 2

    Highlight two LinkedIn image ads targeting restaurant owners and managers, featuring a free 30-day trial and a free demo to boost remote ordering, with social proof and cost-of-inaction messaging.

    6:20

  • LinkedIn image ad campaign example (SaaS consulting)

    This lecture showcases a LinkedIn lead generation campaign for SaaS consulting, achieving 15 leads from $200 with a $13–$14 cost per lead, using a custom audience and two image ads.

    9:24

  • LinkedIn Carousel ads

    Explore LinkedIn carousel ads and test if multiple panels beat a single image ad, especially for ecommerce or products with many use cases.

    2:35
09

General LinkedIn Advertising

24 lectures • 2hr 26min

  • Choosing the right LinkedIn campaign objective

    Choose the right LinkedIn campaign objective, start with conversions and lead generation, and use website conversions for web goals, while building awareness and consideration through an integrated strategy.

    14:46

  • LinkedIn Targeting

    Master LinkedIn targeting by configuring audience location, size, and criteria like groups, job function, and company size. Balance positive and negative targeting to optimize reach and lead generation.

    12:27

  • Update! LinkedIn Target in 2024

    Target geographies and exclude regions to define precise LinkedIn ad audiences. Explore audiences, audience attributes, and advanced options like lookalikes, retargeting, uploads, and Sales Navigator integrations to optimize B2B campaigns.

    9:39

  • Warning about the default campaign group in LinkedIn

    Ignore the default campaign group in LinkedIn ads. Focus on the campaigns you actively create, understanding that the green active indicator doesn’t mean you’re spending money.

    1:04

  • LinkedIn Pre-filled forms!

    Shows how LinkedIn native pre-filled forms auto-fill key fields, reducing friction and boosting conversion rates for lead generation while capturing email and phone data with a privacy policy.

    3:42

  • LinkedIn Audience Network

    Scale LinkedIn ads by enabling the audience network to reach more of your target customers beyond LinkedIn, then decide on audience expansion carefully and optimize ROI using CRM data.

    4:12

  • LinkedIn email scraping

    Unlock precise LinkedIn targeting with Sales Navigator and scraping tools to export emails into categorized lists for cold and nurturing emails or cross-channel ads.

    3:32

  • LinkedIn matched audiences

    Harness LinkedIn matched audiences to precisely target and nurture high-value leads by uploading CRM lists, retargeting website visits and video views, and using lookalike audiences.

    3:49

  • LinkedIn account assets - led gen forms

    Learn to create and manage LinkedIn lead gen forms, navigate editing restrictions, download leads for follow-up, and test multiple forms with varied fields.

    2:28

  • LinkedIn website demographics

    Explore LinkedIn website demographics in campaign manager to refine targeting and ensure visitors match your retargeting goals, including function, industry, seniority, company size, location, and potential partners.

    3:32

  • LinkedIn campaign demographics

    Learn to optimize LinkedIn ads by using campaign demographics—job function, title, company, size, and location—alongside impressions, clicks, and click-through rate, and distinguish from website demographics.

    1:46

  • LinkedIn campaign performance

    Analyze LinkedIn campaign performance by demographics and time, focusing on leading indicators to optimize customer acquisition cost and lifetime value using metrics like average cost per lead and frequency.

    3:19

  • B2B Marketing Funnel Benchmarks for LinkedIn Marketing Performance

    Use CRM-driven analysis of LinkedIn campaigns to optimize the marketing funnel from marketing captured lead to MQL, SQL, and pipeline, with nurturing and retargeting.

    11:48

  • OPTIONAL: Why you should NOT use BANT to define Sales Qualified Opportunities

    Activity

  • Marketing Funnel Template

    Use a monthly marketing funnel excel template to assess linkedin ads across the full funnel, from mqls to cac, and compare channels with simple attribution before advancing to multi-touch models.

    12:48

  • The 3 Big Things to Test with LinkedIn

    Explore the three essential tests for LinkedIn ads: audience targeting, offers, and ad creative, while balancing scientific testing with rapid iteration for different company sizes.

    16:08

  • What if pushing people to consultations and demos doesn't work?

    Pivot from hard consults to mid- and funnel offers: deliver medium demo, run live or evergreen webinars, or share a buyer's guide to nurture leads to a sales appointment.

    9:47

  • What if the lead generation still isn't working?

    When LinkedIn ads underperform, apply breakthrough advertising framework to align with audience awareness stages, educate about the problem with social proof, and favor awareness or educational video campaigns over demos.

    6:56

  • LinkedIn Awareness & Education Campaigns

    Move up the funnel with education campaigns that address the problem and solution, using engagement or video views in campaign manager to spark discussion and nurture future leads.

    3:53

  • LinkedIn Retargeting

    Learn to use LinkedIn retargeting within matched audiences to nurture leads after lead gen forms, demo requests, or video views, including setting up the insight tag for website retargeting.

    4:23

  • LinkedIn FUNNEL CAMPAIGN EXAMPLE USING RETARGETING!

    Build a LinkedIn funnel with retargeting, moving audiences through four awareness stages from problem discovery to product awareness, using video views, a webinar event, and lead-gen demos to convert.

    9:28

  • Retargeting vs Lead Generation

    Retargeting reduces friction by engaging video viewers without forms and expands reach. Lead generation uses lead magnets to identify prospects, but higher costs and frequency affect outcomes.

    5:47

  • Spying on Competitors' Ads

    0:16

  • But my impressions are too low!

    0:49
10

Account Based LinkedIn Marketing Advertising Example

9 lectures • 49min

  • 1 - company/account targeting in LinkedIn

    Learn to build a company list in Excel and upload a CSV to LinkedIn to create matched audiences for ABM campaigns. Understand match rate, 300 minimum, and campaign manager steps.

    6:01

  • 2 - ABM campaign to target accounts in LinkedIn

    Use LinkedIn ABM to target ready accounts from the 7000 list (75% match, ~4000 members) and a 500-prospect list (55% match). Begin with bottom-funnel lead gen and site conversions.

    5:31

  • 3 - setting up ABM campaign in LinkedIn

    Set up an ABM campaign in LinkedIn by selecting geographies and uploading target account lists, then test ad formats—from conversation ads to message ads—and use audience expansion to optimize reach.

    9:00

  • 4 - setting up ABM ad in LinkedIn

    9:06

  • 5 - finishing ABM conversation ad in LinkedIn

    Finish the ABM conversation ad on LinkedIn by selecting the lead gen form, using a two call-to-action template, and testing the flow for retargeting toward the bofu offer.

    7:51

  • 6 - measuring performance of LinkedIn

    Measure LinkedIn campaign performance from cost per lead to deeper funnel insights using demand units. Retarget and nurture engaged accounts to move them from demo interest to qualified demand.

    3:12

  • 7 - personal level targeting in LinkedIn

    Target personal level audiences on LinkedIn by building persona-based contact lists with job titles. Use list-level or advertising-level targeting to reach C-suite and roles, balancing data quality with audience size.

    4:19

  • 8 - integrations with LinkedIn

    Exclude and refine LinkedIn ad targets with negative targeting, using persona and company size filters to reach in market prospects, and integrate with HubSpot or Zapier to automate lead data.

    3:24

  • Quiz

    Activity

  • Advanced LinkedIn Advertising

    0:07