Paid Social Strategy (B2B)

Overview

Paid social for B2B is fundamentally different from B2C — you're not optimizing for clicks, you're optimizing for pipeline. LinkedIn is the primary platform, but Meta retargeting and emerging channels (TikTok for B2B, Reddit ads) are increasingly viable. This skill covers platform strategy, audience architecture, creative testing, and pipeline measurement.

Authoritative Foundations

• Chris Walker — Demand Creation & Paid Social Education — Dark social demand — self-reported attribution; LinkedIn influence is unmeasurable in last-touch.
• The B2B Institute (LinkedIn) — 95:5 rule — Most buyers are out of market; budget for reach and memory as well as lead capture.
• LinkedIn Marketing Solutions — Targeting and ad best practices — Build audiences from company lists and job attributes, and refresh creative before frequency drives fatigue.

When to Use

• "Launch paid social"
• "LinkedIn ads strategy"
• "B2B advertising plan"
• "Paid media strategy"