The Reason Your B2B Company Needs LinkedIn Advertising

In this episode of Bridge the Gap, Anthony Blatner, founder and CMO of Speedwork, breaks down why avoiding LinkedIn advertising is a massive mistake for B2B companies. Many businesses mistakenly believe their niche or highly regulated buyers aren't active on the platform, leaving valuable pipeline on the table while struggling with low-quality traffic from Meta and Google. Blatner dives into actionable strategies to maximize ROI on LinkedIn, such as syncing your CRM to target open opportunities and avoiding costly default ad settings. He also explains why boosting thought leadership posts outperforms traditional company page ads and how the shift towards AI chatbots is fundamentally changing search intent and making LinkedIn content more valuable than ever.

Discussed in this episode

Dismantling the misconception that highly regulated or niche B2B buyers are not active on LinkedIn.
Evaluating the true cost per quality lead rather than getting distracted by vanity metrics and cheap clicks.
Identifying the specific default LinkedIn ad settings you must turn off to prevent wasting thousands of dollars.
Syncing your CRM with LinkedIn to accurately target open opportunities and accelerate active deals.
Why boosting individual thought leader posts generates a significantly higher ROI compared to standard company page ads.
Determining the realistic minimum monthly ad spend required to achieve consistent and predictable results.
How the rapid adoption of AI chatbots is shifting B2B search behavior away from traditional search engines.
The critical role of high-quality LinkedIn content in capturing demand as search intent moves toward social platforms.

Episode highlights

0:00 — Intro and the biggest B2B ad misconceptions
3:15 — Why your niche buyers are actually on LinkedIn
8:30 — Evaluating your true cost per quality lead
12:45 — Default ad settings you must turn off immediately
18:20 — Syncing your CRM to target active opportunities
24:10 — Boosting thought leader posts vs company ads
29:45 — Minimum monthly spend for predictable results
34:30 — How AI chatbots are changing search behavior
39:15 — Shifting your content strategy for the AI era

Key takeaways

Niche and regulated buyers are highly active on LinkedIn.
Turn off LinkedIn's default ad settings to stop wasting money.
Sync your CRM to target open opportunities directly on LinkedIn.
Boost individual thought leader posts for higher ad ROI.
AI chatbots make LinkedIn content essential for B2B discovery.

Transcript

Why is LinkedIn ads great? It's because it offers a few things that you can't get anywhere else. Uh the ability to kind of to laser target a very niche professional in a very specific type of company. Our clients are not on LinkedIn. Why are we going to spend any money on LinkedIn?

Where LinkedIn is best is when you want to target that niche professional in in an industry that you know that they're using. They're they're more digitally active. They're more, you know, more using LinkedIn. Welcome back to another episode of the Bridge the Gap podcast powered by Revenue Reimagine. Today's guest is Anthony Blitner who is the founder and CMO of Speedwork, a LinkedIn ads agency that helps B2B companies scale using precision driven LinkedIn advertising. We're going to talk about what that means. He's a LinkedIn certified marketing expert and for over 10 years he has been building ad campaigns that don't just deliver impressions because we know that is a vanity metric, they deliver results. We're going to talk about using LinkedIn to drive targeted, scalable sales pipelines and why LinkedIn ads should be part of your B2B customer acquisition strategy. Anthony, welcome to the show.

Hey guys, I'm excited to be here. That was a great intro,

man. on no sleep. I'm telling you, this is the first first one that I have messed up in three years.

You recovered well.

Yeah. If you didn't say it, no one would announce it. We just got cut out. But

listen, I am hon un unlike some people. I choose to be honest with the audience about my faults. Albe them very few. They do have No, I'm kidding. I do have my faults. My wife reminds me of them every day.

Yeah.

Thanks for doing the show. I'm super interesting this one because I don't know a lot about LinkedIn ads or the power of LinkedIn ads. Yeah, absolutely nothing. Um, but you talk about it as a hidden power for B2B. So, why are so many B2B companies still overlooking this platform when it comes to advertising? Yeah, I think I think when a lot of people think about LinkedIn, they just think about, you know, posts that you're going to put in the news feed and then they're going to think about all those connection requests that are that you get if you're on the platform. Uh, and while both of those things are true, uh, LinkedIn has been improving the connection request spam out there. So, improving the user experience, but

well, yeah, they still got a little ways to go.

Okay. Okay.

Uh, but it's it's a lot better than it was a couple years ago. So um they're they're make they're making steps in the right direction but you know people people think about social content they think about connection requests but uh it's much you know not as many people are taking advantage of the ads platform on LinkedIn. Uh it has been growing a lot so more and more people are jumping onto it but still kind of underutilized compared to Google ads meta ads that like everyone else is on. Um so why is LinkedIn ads great? It's because um it offers a few things that you can't get anywhere else. Uh the ability to kind of to laser target a very niche professional and a very specific type of company, which every B2B company is wants to sell to. They they usually have a very specific buyer and a very specific type of company. Um so we can get very specific into who it is that we're targeting, what kind of company are they working at. Um and then that allows that allows you to then reach that audience that is hard to reach otherwise. if you're on meta or if you're on Google, they just don't have those options unless you're bringing your own contact list. They just don't have those options to to target people in that way. So, that's where LinkedIn really shines is when you want to target very niche professional at a very specific type of company.

Interesting. And a little deeper like do people think it's too expensive because it's so niche as well versus like a Facebook or like an Instagram probably is like pennies on the dollar versus like something more expensive on a LinkedIn side. Yes, that's definitely the reputation that LinkedIn ads carries is, oh wow, these are some expensive costs that we're getting here. Uh, and at the end of the day, what you have to do is you have to sit down and compare your cost per quality across Facebook and Google and LinkedIn. Um, and your cost per quality lead, your cost per opportunity, your cost per, you know, customer acquisition cost. Um, what you're usually going to find is, and I've run the split test many times, is that the traffic coming in off Google there sometimes you, you know, you can't target who it is. So, it could be a student looking for research on a specific topic. This is what a lot of tech companies run into because they publish a lot of like, you know, engineering blogs and technical data. So, you get a lot of like students just looking for research. On Meta, you can you will be reaching some off-the-wall type of people. If you've ever seen the comments on your meta ads, uh it's not pretty. Um so, you know, using those other platforms, you're just going to be bringing in unknown traffic and that can be skewing your demographics when you're looking at your pixel traffic or your Google Analytics demographic. So, it starts to skew the traffic you're getting when you're getting that lowquality traffic. But when you run it on LinkedIn, you know exactly who you're going to be reaching at exact type of company.

What if your ICP is not on LinkedIn, though? So, and let let me double click on that. So, we we have a client who I'm going through this with the reps right now. Listen, we're we're big believers in LinkedIn, right? Like, I don't think our business would be where it is if it wasn't for LinkedIn. It is the thing I love to hate the most. I cannot wait for the day that I don't have to post on LinkedIn every day. Um, but LinkedIn drives our business. However, like we have a client who sells into um quality assurance at like Fortune50 highly regulated companies and the answer that I get from most of them in the marketing department is like our clients are not on LinkedIn. Why are we going to spend any money on LinkedIn?

Yeah. So, at the end of the day, it's not it isn't for everybody. There's definitely, you know, I've talked to plenty of people too who like, you know, they're gonna they're working more in construction or in automotive and they're out there in the field, like then it's like, okay, then maybe LinkedIn's not the right platform for those type of people. Um, and then then you have to use some alternative strategies. Maybe you have to build a a a custom contact list and then you have to upload that to a different platform that whichever one you think is going to be the best for that audience. Um, so then you have to go into the alternative strategies of building your own contact list, uploading to a different platform. But, um, yeah, where where LinkedIn is best is when you want to target that niche professional in in an industry that, you know, that they're using, they're they're more digitally active. They're more, you know, more using LinkedIn. Um, that said, I'm always like surprised when I build out some of these pretty niche audiences and how big of an audience we can usually find. Uh, it then comes down to how active is that audience in general. usually you're going to see more of the the business professional executive type of persona at a company, they're they're the most likely to be active on LinkedIn. So, you know, while some of those like really big companies um it just all depends on that role that you're going after, but you know, sometimes sometimes you'll find a small percentage that is active on LinkedIn. Otherwise, you have to use an alternative strategy like that. And then what are what what's considered like a good conversion rate?

Uh yeah, I wouldn't even think about conversion rate specifically like I would think more about um lead generation to start. Like that's the very basic building block is are are people coming in are they whatever it is whatever your stepping stone is going to be along the way. Maybe it's let we want to first get them on our newsletter or get them to come to a webinar or something like that. That's the first step. Um, social in general sits more on the brand awareness, demand generation side of things, especially the bigger and bigger you go, the more enterprise you go. Um, you know, you're not you're not going to sell a 50k software package uh from just, you know, one click on LinkedIn. So, you do have to go more on the brand awareness, demand generation side of things. But once we get into for for that those initial stepping stones, then we can start to standardize some metrics um in terms of cost per lead. And if you're doing a content download, you can usually get those somewhere between the 50 to say 250 range. Just depends how premium of an audience you're going after. Uh and then if you're going for demo requests, that can be anywhere from a 100 to a thousand. Um but that that just then all depends on what's that demo you're offering and who are you offering it to.

Sounds a lot more nuanced than just put up an ad, huh? Uh yes, that's that's all of advertising is you think you think it's simple. Just put up put up an ad and just build it and they will come. Uh but there's there's more nuance to the strategy there.

I mean that's what Dale's doing now, right Dale? Just build it and they'll show up and you spend a lot of time building it.

So you've scaled B2B pipelines using LinkedIn ads. You know, you I'm assuming you know you sound fairly well educated on meta ads and you know everything else. What made you decide LinkedIn is where I want to focus versus everything else? Because like I have spoken with people who will swear by Google ads. I have spoken with people who will swear by go post on Instagram and I've spoken with other people who tell you it's all Don't do anything.

I think really comes down to like who are you working with and what kind of industries are you are you working inside? Um because yes, go if you go if you're in the meta ad space, you're probably working with e-commerce companies. If you're in the Google ad space, you're you're working with more standardized BTOC industries like insurance and stuff like that. When you're working with LinkedIn, you're working

residential cleaning.

I mean, yeah, I mean, it's all across all across the board, but lots of B to

just trying to give Dale some bad flashbacks.

Give Dale I I don't even remember it. Um but then once you're in LinkedIn then then you're more in the tech industries SAS companies um and and while there can still be a pretty wide range it is mo a lot of it's tech but um you'll get a lot of professional services as well. So the reason why I did decide to focus on LinkedIn is because I do come from a tech background. I've done a lot of work in the tech space. The long and short of my background is I was in software development building mobile apps. Um I had agency before this one where we built mobile apps. This was the early days of the iPhone as when you launch a mobile app, then people are like, "How do I get downloads for this mobile app?" And it's like, "All right, well, we're going to help you with marketing now." So, that was the segue into the marketing world. And ever since then, I've just been focused on like the the B2B tech space. Um, and even rewinding before that, I I started my career at IBM. So, just always been like enterprise tech space. Um, and then LinkedIn always was the best uh tool for marketing for B2B tech. Um, so 10 years ago it was like people would ask me like, "Does anybody use LinkedIn?" And there was nobody doing ads at that time. So, you know, now since COVID and all that, everyone's on LinkedIn. They they've at least set up a profile. You know, whether how much they use it, you know, it it's a lot more adopted these days than it was 10 years ago. Obviously, it's a lot more competitive space now, but um that's why I first got into LinkedIn ads because no one was doing it. My background is B2B enterprise tech. Um, and it was a good space to be in. use it.

Oh, it makes sense.

Does it?

Totally. What's What's one common mistake companies make when retargeting your LinkedIn ads? Like what like walk us through some of these common mistakes people have made? You

Yeah. Most common mistake and I mean I audit accounts all day long every day and like companies that are spending a lot of money like you still sit down and look at their account and you're like how are you making these mistakes and you're spending this much money on ads? um

what what is this much money? uh you know 20k or more and they're still leaving all the default settings on and and the you know so that that's what that's the most common mistake is they just leave the default settings on you know if you go to a Google or a meta platform you're just going to click through the interface most the default settings you're like yeah great I want to use those those are going to those are going to help my campaign on LinkedIn there are a handful of settings you do want to change for anybody who's not an IBM companies of size of company so the basic ones are when you're setting up your campaign audience expansions on you and turn that off because it tells LinkedIn they can go outside of the targeting, the specific targeting you just set. That's number one, turn off audience expansion. Number two is audience network, which means LinkedIn can show ads on thirdparty websites, but when that's enabled, all your budget's going to go there. So, you thought you were running LinkedIn ads, but really you're running display ads on some news blog website. So, those are like the most basic two. Um, but those are also the most common that I see. So when you I'm fascinated by this because you know a lot of people will tell you ads don't work. You know you need to post and you need to send in emails and I have very strong opinions on inmails. Um

and it all depends on which which function you're working in.

No, don't ever don't ever no one reads an inmail ever. Even LinkedIn flags them as spam and puts them in the other inbox like they they they on their own product in that.

Yeah. I think they're they're slowly killing off, but also they're like making money on the ads platform now. Hand and fist that everyone they're they're forcing people in that direction. So, you have to go that you have to go that way. Um,

sure. Fair enough. Um, I I Yeah, I can't remember the last time I looked at uh an inmail in any way, shape, or form. Here's something I keep seeing with sales teams I work with. Generic sequences don't work anymore. We've all gotten so good at turning out the noise that even your own buyers are ignoring you. The problem isn't your reps. It's that your sequences are static and your signals are somewhere else entirely. That's why our clients use Nooks. And the thing that stuck with me is that their sequences actually stay fresh because the signals update them automatically. Right buyer, right moment with no manual babysitting. If your outbound feels like it's shouting into a void, go check them out at nooks.ai. AI back slashbridgeidge the gap.

But at the end of the day, like there there has to be some core KPIs to measure success, right? Like you have to be able to look someone hires you just like they hire us, right? We're an agency as well. So Anthony, in in 30 days, what what does good look like?

Yeah. uh in 30 days. So, it all depends what kind of funnel we're building, but if it's more of a demand generation funnel, you want to make sure you're reaching the right companies and the right job titles at those companies. Are we reaching the right audience that we want to be reaching? Um real real like movement in the sales pipeline usually could take longer than 30 days. In many cases, it does take longer than 30 days. You need to build that demand and um that just comes from repeated repressions over time. The way that we're going to track that is a few different ways. One is your basic conversion tracking. Do they go to the website? Did they submit a form? Great. Um or not. And then secondly is there's some new attribution tools out now. LinkedIn has has their tool. It's just a one point of view system. So you connect your HubSpot or Salesforce right to LinkedIn ads and it will tell you big picture how much impact. Um, it'll pull in like the Salesforce and HubSpot pipelines and tell you how many opportunities, how many leads were impacted, how many closed ones were impacted from LinkedIn. That said, LinkedIn will only see its impact. So, it's a one point of view system. It's only going to see its impact. So, it's going to look kind of take credit for everything. So, that's that's the very least good visibility to have. It's a free tool. It's easy to set up. The next level above that is using one of these more advanced multi-touch systems that you can plug in LinkedIn, Google, your website, email, all that and it will build the customer journey for you to tell you the percentage of attribution for all these different tools and it'll just start to map the customer journey. So you can analyze a hundred deals and see, okay, this is the common thread that they're all running through. U those tools are, you know, there's some nice new ones, but Fibler, Dream Data, um Factors, those are like the most common popular ones these days. I'm very we know factor as well.

Okay, cool. Um yeah, so yeah, tools like that that put the journey together are great. Um they you know, part of this started with LinkedIn released some new APIs that give us the visibility into this data. So now we can start to build those journeys and this is just within the last year that those data those APIs have come out. So

yeah, but they're a pain in the ass to get to because I've tried to connect with some of them and like they're super hidden. They're super like they're super wonky. like they don't they don't expose much. They'll expose like engagement, that kind of stuff, but it's like

that's a lot of LinkedIn tech stack is like it seems like it's

their walled garden. They don't want their information out of their platform.

True. Yeah. 100% true. That that's that's the valuable part is their data. Um and and that the new one specifically is called the company intelligence API and it's not public. So it is a private API at the moment. At some point they're going to make it more like you can apply or you can you can get access at some point but right now it's like there's like seven companies and it's like those seven tools can access it. Other than that you can't access that that API.

What um from a dollar perspective? So someone wants to get started with LinkedIn. What what should one expect to spend? And I know that's a a vague question but where where do you start? Yeah, if you just want to get started and like test it out, I recommend like the 5k a month range is where you're going to really start getting consistent results. At the end of the day, you you can start as little as 10 bucks a day on a single campaign. That's the minimum you can set up in the platform. So 10 bucks a day is the minimum, but we usually see you'll really start to see consistent results around the 5k per month ad spend level. Um you're getting enough traffic, enough leads, that's consistent, you're you're seeing some results there. Um but from there, you can kind of scale up as much or a little as you want. Um, but usually that 5k per month range.

Yeah, very interesting. I guess that would scale on the amount of AR you're generating. Like if you're doing 5K a month from like a uh a spend perspective, I'm assuming you're at the 10 million AR plus. Like what what's that what's that range for people that are listening?

Yeah. Um, that's a good question. I haven't sat down to like map out how much you should spend based on what your revenue is. Um, I'd say that's like very company dependent and and kind of like salesfunnel dependent too. Um, about how direct or how how much demand gen you need to be doing.

Cool, cool, cool, cool. Um, so maximizing that ROI. So, we were just talking about what that looks like. Um, and you we just talked about you work to clients spend millions annually on some of this stuff. Um, how do you ensure that they get the best return on investment? I heard a little bit about like this just only using the the common the um the default on LinkedIn like but what other like really tips and tactics can you provide people on like placing go look like Monday morning you wake up it's like what do I go do if I listen to this episode what would they go do

yeah probably the two biggest levers that LinkedIn has the the company list targeting option that um I see people having success with in the end of the day if you're a B2B company you probably know the you probably have a good idea of some of the accounts you want to be reaching. If not, go use a tool that

let's hope so.

Well, not all of them do, but you know, if you're a bigger company, you probably have a good idea of some list you built. Otherwise, go use a tool to build some of those. So, in LinkedIn, you can upload that company list and then you could tell LinkedIn, hey, go find me the people with these job titles at these companies. So, that's one of the, you know, one of the best approaches that's you can't do anywhere else. So, that's where LinkedIn is good. Go find me these people that work at these companies. And then the other one is to be syncing your your open opportunities list to LinkedIn to increase your penetration, increase your coverage into these these open opportunities. So, hey, deals in your pipeline. Once once a deal gets to your pipeline, then we want to make sure we're adding in the the finance leader, the whoever else the the IT leader to make impacting to them. So, very often we'll have an open ops campaign. It's great if you can sync that from HubSpot or Salesforce and make that a live thing. So, as a deal enters or leaves your pipeline, that's automatically updating. And then you could say, "Hey, go find me, you know, the these personas at these companies in my pipeline so that I make sure I'm making impact and getting those deals across the line." So, those are like the that's like the biggest um thing that LinkedIn can do that you can't get anywhere else that I find people have success with. I'm curious, one other thing. So, we were talking about spending millions of dollars. Let's flip it on its head. Like, when should you start this? Like, how big should you be when you start doing some of this stuff? like or how very you said another way like how small should you be when we start thinking about this?

Yeah. Um that's a good question too. Usually you want to have so you know you the gr big spectrum of you know very well established big companies versus small startups. Um you when you want to start running ads you want to have like a pretty good idea of who your ICP is and what your offer is and what's your sales process going to look like. Otherwise, any ad you run, you're just gonna be kind of dumping money down the sink.

Sure.

Um, so that's when that's when you can start leveraging ads. Know who you want to reach, know what you're promoting, and know what you're offering.

Um, and then the best ways to get started, this has actually changed in the last couple years, is um, LinkedIn now lets you boost post from people. So, you don't have to run it from the company page. You can run these thought leader ads for people. So, best way to get started.

Does that work?

Uh, that works much better than company page ads. Yes. Especially for especially for small companies and founderled brands and stuff like that. Consulting companies are great to use these because it's about the people. Um so boosting post from people. These thoughtletter ads, that's the way to go. Um and those those you can make a much bigger impact with even you know less of a budget because they get much higher engagement rates. They get you cheaper costs. So you can do more with less. How does everything that's happening with AI and machine learning and all the things that are upending sales on on its head, how how does that play into your world of LinkedIn ads? Like what what's going to change?

And I'm just learning machine learning like the last two months. So

I chat with AI. Do I know machine learning? Uh I think so. Um I mean I think yeah it's interesting times for sure.

Uh I think AI is going to change a lot of things. I think it is changing a lot of things. So how is it changing? Well so there's some recent data out there that um some reports there's a couple different trends I'll tell you about. Um one is that and it makes everyone knows this. Everyone's people are using chat instead of search these days. So they're going to their chatbot. They're asking that questions. So, a lot more than

I find that fascinating to be honest. I would never think to go to Claude to do a basic search.

Yeah, I I don't do basic. Yeah, I still But maybe we're old school. Maybe we're the old school people now.

May maybe I'm just thinking about the environment as my wife likes to say.

Like, do I need that compute power to tell me how to drive down the street?

Yeah, true. Um I don't know. Yeah, you know,

it's funny though. like on like if I'm going to go search something, I'll use my my chatbt subscription. I'll just hit that. It's easier than I find and try to look it up on Google and I just speak to him and be like find this and it's like done. So I

I'm I'm I'm going to disagree and then I don't want the 87 chats on the side with the stupid questions.

Yeah. So I think it's like personal

think of a think of a witty comeback, Dale. Come on. I see it on the tip of your tongue.

You're just old. That's all you say. I don't know.

You're older than me.

You haven't progressively done machine learning.

I mean, I hear these days kids, you know, the kids aren't aren't even using Google. They're they're using like Instagram search or Tik Tok search anytime they want anything.

Yeah. A random son wants to get me Instagram. He DMs them on Instagram.

He He absolutely does not. But if my kid wants to search something, he 100% is like on TikTok or something. Like I I will constantly when he asks me a question be like, "Dude, you have Google. Like go look that up. Let me Google that for you. Um, but yes, a lot more of the journey is happening in these tools. We can't see that journey. So, people you're seeing less traffic coming to your website, but when they do get there, they're more they have higher intent by the time they do get there. So, that's one trend. Um, and then it comes down to LLM uh rankings, getting yourself cited there. LinkedIn is now like competitive with Reddit with like the most the most cited domain. Um it's like there are like one and two and depends on which research you read right now. Um but it's because LinkedIn has good identity you know that ties to a profile it's very authorative um a lot of good content published there. So a lot these LLMs are citing LinkedIn very heavily. Um and the new thing is like articles are popping up a lot. So take your blogs go put them on LinkedIn articles and you'll get more LLM traffic that way. But yes, it is about now the fight for LLMs and getting ranking there and then by the time people do make it to your website, they have a lot more information, a lot higher intent at that point. So, it's more of like a PR play or more of a social play before um they get there. So, we're we're seeing that trend happen. And then we're also seeing people are moving budget from Google to or from search to social because that is the demand creator. Um, search is the last touch where someone's doing a search, but what got them to do that search? Something they saw on social or heard from a friend or someone somewhere like that, but social is the demand creator that gets them to go do that search. So, if you just change if you get in from them on social and then you get them to Google your brand instead of the industry, you're going to save a lot of money in your search ads and you're going to get a lot more direct high intent traffic. Um, so Google budget was down like well percent share of budget. I can't speak to overall budget but percent share of budget for B2B SAS companies was um it was like 10 to 15% moved from Google to LinkedIn uh last quarter.

So you're so you're going to now build a brand new LinkedIn ad platform for B2B marketers. What's the first feature you would add into that and like why would it be like why is it such a challenge to any? The first feature is probably just oh man so many. Um well the first feature is like a very simple one that LinkedIn should do today. The the one so we talked about the thought leader ads. Yeah they're great but you can't retarget people who went to your profile natively. And that's like the simplest thing the step in the process that LinkedIn needs to enable. I hear it's coming but it's not out yet. So if I was to build an ads platform, it would to it would enable that like hey if somebody goes to visit your profile you can retarget them.

And how does that how does that play out with like these next generation marketers right? Because like all we just talked about Gen Z like all these kids that are coming out it's going to be totally different like how what would you advise for these nextgen marketing people? I say it a little bit in just because my son's about to go to college. He's going to be a marketer. um you want to go also marketing and so I'm just curious like what what would you recommend for them to stay ahead of these learning curves? Maybe not just with LinkedIn but just in general.

That's a good question. Uh I don't know. I feel like the world is about to change a lot in the next few years. So

I'd say you got to learn the AI tools. Like you have to play with them. You got to get used to them. Um myself like coming from a tech background like I've it's been fun to like jump back maybe similar to you. It's been fun to jump back into like generating code, being able to read that code, deploy it, do something with it. But a lot of people, you know, I'm like, have you started using Claude yet? And they're like, no, I just don't know what to do with it. It's like, come on. You just need to get used to these tools. Um, and you need to get you need to get into the more advanced stuff because it's all going to go in that direction. So, you know, it's like it's like, you know, any kind of the web technologies a few years ago. It's like you got to get you got to know how to build a WordPress site. You got to know how to like do that basic stuff because those are the skills you're gonna need in the future. So, it's gonna be WordPress. I've been building our our new website off of Cloud and uh just trying to like go through all the process and even even going through it with Claude and all those sticks to the different tools that you have. There's still a lot of thought and strategic process you got to put into it because like when you just even as you're chain of thought prompting and putting the information in from a marketing perspective, you still have visualization pieces, you still have like the user journey like the the system will never really truly understand how you want things journey to live where it needs to live. So

I I do think we're going to see leaner teams. you know people you'll be kind of expected to do more in every role that because you have the tools that can help you do that in every role. So I think we'll definitely see that trend.

Great.

Yeah. I think no matter where you are, what you're doing, if you're not embracing AI and figuring out how it can help you and help accelerate and also how it's going to impact what you're doing, you are way behind. If anyone thinks that, you know, LinkedIn isn't going to launch some type of AI that's going to affect LinkedIn ads, like the whole algorithm is AI. Like, let's be real.

Um, and don't try to figure it out because the second you think you have it figured out, you don't.

Yeah.

All right, let's move into some rapid fire. Uh, 10 words or less is the general rule here. What is one LinkedIn ads myth that you wish would disappear?

Uh, that that they're expensive. Uh because you gota you got to calc uh

you're familiar cost per quality.

Cool.

Um what's the best piece of advice you received about advertising?

Best piece of advice about advertising. It just like it has to hit you instantly. Whatever whatever is in that ad that meaning needs to hit you instantly. emotional connection. Yes.

What's uh what's your favorite feature of LinkedIn ads that most people over and look

the the list syncing the CRM list syncing capability. Most people don't have that set up and it's the most impactful thing you can do.

One piece of advice for new marketers starting at LinkedIn ads today.

Um

switch off the defaults. Switch off the defaults, start with thought leader ads. Um, and everything does not have to be lead genen.

Anthony, if you weren't doing LinkedIn ads, what would you be doing?

I don't know. I'd probably be back in like the software development world, I imagine. Um, I mean, with Quad, maybe very soon I will be more I am more in that area, but where else I'd go?

That's what we wrap up here. Uh, dream vacation destination.

Australia. Australia during the winter because it's summertime there.

Yeah.

Yep. Love it.

Awesome. Anthony, thank you so much for joining the show, sir. Thanks for having me on, guys. Dive.