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.
• B2B Paid Social Framework — Named methodology governing recommendations in this skill's process.
• LinkedIn Ads Best Practices — Named methodology governing recommendations in this skill's process.