Tradeoffs of LinkedIn Ads: Lead Gen vs Demand Gen
99.9% of people aren't on LinkedIn to book a demo with your sales team.
Why are they here?
For the memes!
j/k j/k...
The truth is... Marketing can give sales 100 leads. But if they're top-of-funnel leads from ebook downloads, there will be disappointment.
The expectations and KPIs set by senior leadership need to be informed by the reality on the ground.
Using LinkedIn Ads to generate leads works... but top-of-funnel leads are hard to convert into a booked sales call or demo.
So what's a GTM team to do?!
Demand Gen is one option...
But those KPIs will take some time to show up in your sales data. And are hard to attribute.
So you need trust in the process + patience + competent people to have it work for your org.