About the Guest

Anthony Blatner is the founder of Speedwork Social, a top LinkedIn ads agency that helps B2B businesses—from SaaS startups to Fortune 500s—scale revenue with advanced paid media strategies. With a background in software and enterprise sales, Anthony brings deep expertise in targeting, analytics, and campaign optimization.

Actionable Insights

• LinkedIn’s unique value for B2B: unmatched professional targeting (job title, company, industry, size), active tech/marketing/recruiting audiences, and robust analytics.
• Avoid default settings—LinkedIn’s ad defaults favor large budgets and broad reach; custom, niche targeting is key for B2B success.
• Winning campaign structures:
  • Lead generation with value-first offers (guides, webinars, newsletters) and retargeting.
  • Thought Leader Ads—boosting posts from founders, CEOs, or influencers to drive engagement and trust.
• Case studies and educational posts outperform “hard sell” ads—people want to learn from peers, not be pitched by brands.
• Build audiences by analyzing best customers, identifying true job titles and industries, and layering in skills, groups, or custom company lists for precision.
• Minimum viable budgets: LinkedIn CPCs are higher, so a $15K+ customer LTV is ideal; Thought Leader Ads can get costs down to $1–$2/click when done right.
• Retargeting is powerful: Use LinkedIn’s pixel to reach website or company page visitors with tailored follow-up.
• Lead gen forms vs. landing pages: LinkedIn forms typically lower CPL, but landing pages are required for Thought Leader Ads.
• Clarity > flash: For ad creative, be direct about who you’re targeting and what you’re offering. Avoid untargeted clicks.
• AI is useful for creative testing, but authenticity and personal content still win—especially as LinkedIn’s culture evolves.

Great Moments (with Timestamps)

• 00:50 – Why LinkedIn Ads?
  What sets LinkedIn apart for B2B targeting and campaign measurement.
• 01:59 – Who Wins on LinkedIn?
  The most active industries (tech, SaaS, recruiting, marketing) and how niche targeting works.
• 03:29 – The Big Mistake: Default Settings
  Why most new advertisers waste money and how to structure campaigns for results.
• 04:15 – Lead Magnets & Thought Leader Ads
  The two best-performing B2B strategies right now.
• 06:36 – Boosting Posts and Influencer Content
  How to leverage company leaders (or external influencers) for greater engagement.
• 08:45 – Audience Building & Secret Sauces
  How to go beyond job title targeting for hyper-precise reach.
• 11:44 – Budgeting for LinkedIn
  What you need to make the economics work—and how Thought Leader Ads can cut costs.
• 14:33 – Retargeting & Company Page Visitors
  Why you should pixel your site and retarget warm audiences.
• 15:19 – LinkedIn Forms vs. Landing Pages
  When to use each and why.
• 16:33 – Creative Best Practices
  Why clarity and fit matter more than flash—and how to avoid expensive untargeted clicks.
• 18:38 – AI’s Role in LinkedIn Ads
  Where AI helps, where authenticity matters, and what’s next for the platform.

Insights

“LinkedIn’s real power is in its targeting. You can’t reach decision-makers this precisely anywhere else.”

“Lead with value—guides, webinars, case studies—and build trust before asking for the sale.”

“Thought Leader Ads are crushing traditional company ads; people want to hear from people, not brands.”

“Don’t rely on default settings—custom, precise targeting delivers better results and lower costs.”

“For creative, be clear, direct, and targeted—don’t pay $10+ for clicks that don’t fit your ICP.”