B2B marketers are challenging conventional wisdom: how buyers discover brands, how trust is built, how growth is measured, and even which audiences deserve more attention. In this week's newsletter, we explore how marketers can uncover growth in overlooked audiences, AI-powered discovery channels, and enhanced, yet practical, ways to strengthen their content strategy on LinkedIn. Kandace B. Margarita Loktionova Kylee (Lessard) Hayden
About us
Resources to help you experiment, learn, and get the most out of advertising on LinkedIn.
- Website
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https://business.linkedin.com/advertise?src=li-lmspage&trk=showcasepage
External link for LinkedIn for Marketing
- Industry
- Advertising Services
- Company size
- 10,001+ employees
- Headquarters
- Sunnyvale, CA
Updates
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What if your webinars could be continuous growth engines, not just one-off events? LinkedIn's Nick Maalouf breaks down the shift from simply marketing events to marketing with events. When you treat webinars as centers of gravity across the entire customer journey, a single event turns into months of ongoing demand and pipeline. Catch the full B2B Webinar Playbook for Pipeline Growth session to start transforming your event strategy: https://lnkd.in/eYQ3KQ9x
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🎙️ Is your LinkedIn content invisible to AI? Let's fix that. B2B marketers are telling us the same thing: they know the landscape is shifting, but they don't know where to start. Traditional SEO playbooks aren't keeping up, website traffic is declining, and buyers are getting answers from AI before they ever land on a brand's site. In our latest livestream, we're joined by Margarita Loktionova and Kylee (Lessard) Hayden to unpack: ✔️ Why LinkedIn dominates AI search results across ChatGPT, Copilot, Perplexity, and Google AI Mode ✔️ What content formats, lengths, and structures get cited most ✔️ Why engagement metrics don't predict AI visibility, and what does ✔️ How to activate individual voices alongside your Company Page ✔️ Practical tools for tracking your LinkedIn AI visibility Save your spot today ⬇️
From Clicks to Citations: How B2B Brands Win the AI Search Era on LinkedIn
www.linkedin.com
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Listen to Cassie Dell, Head of Organic Growth at LinkedIn, when she says there's no universal playbook for measuring AI search visibility. But there are a few principles worth building from: 🔹 Track citations, share of voice, and sentiment, not just clicks and rankings 🔹 Separate your leading indicators (like LinkedIn engagement) from your outcome metrics (like citation counts) 🔹 Give your content at least 30 days before drawing conclusions 🔹 Run monthly audits and look for patterns, not single data points 🔹 Test, learn, and adjust as the landscape shifts Our new guide breaks down how to gather your own data and build s strategy that fits your audience. Get your copy: https://lnkd.in/d2sm4cYU
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Attention marketers: AI search has already changed the game. It's not coming, it's here. Are you ready? In our upcoming livestream, Margarita Loktionova and Kylee (Lessard) Hayden will unpack exactly what it takes to get your LinkedIn content cited by AI models like ChatGPT, Copilot, Perplexity, and Google AI Mode. They'll cover: 🔹 What content formats, lengths, and structures get cited most 🔹 Why engagement metrics don't predict AI visibility, and what does 🔹 How to activate individual voices alongside your Company Page 🔹 Practical tools for tracking your LinkedIn AI visibility https://lnkd.in/gv-yGgjG
🎙️ Is your LinkedIn content invisible to AI? Let's fix that. B2B marketers are telling us the same thing: they know the landscape is shifting, but they don't know where to start. Traditional SEO playbooks aren't keeping up, website traffic is declining, and buyers are getting answers from AI before they ever land on a brand's site. In our latest livestream, we're joined by Margarita Loktionova and Kylee (Lessard) Hayden to unpack: ✔️ Why LinkedIn dominates AI search results across ChatGPT, Copilot, Perplexity, and Google AI Mode ✔️ What content formats, lengths, and structures get cited most ✔️ Why engagement metrics don't predict AI visibility, and what does ✔️ How to activate individual voices alongside your Company Page ✔️ Practical tools for tracking your LinkedIn AI visibility Save your spot today ⬇️
From Clicks to Citations: How B2B Brands Win the AI Search Era on LinkedIn
www.linkedin.com
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Your next LinkedIn event could be a high-converting pipeline driver. Hosting a great event is only half the battle. The campaign strategy you build around it is what determines your ultimate success. When planning your next event, break it into three distinct lifecycle stages with a clear focus and strategically aligned ad formats. This multi-phased approach will keep your audience engaged from the first invite to long after your event has wrapped. Learn more about how to convert your event marketing from a cost center to a demand driver: https://lnkd.in/gx7SmqKf
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Better targeting isn't about reaching more people, but the right people in the right moment. In this live session we're lifting the curtain to share how Understory combines LinkedIn's data with buying signals to identify high-value audiences, personalize activation, and improve performance. See how insights translate into smarter targeting that drives better customer acquisition. You'll leave with real examples and ideas you can put into practice today. Join us here: https://lnkd.in/dmXYVqXT
We're going live with LinkedIn. Literally. Wednesday, August 26 at 1:30pm EST. Understory x LinkedIn, on LinkedIn Live. As a certified LinkedIn ads agency, we've spent years figuring out how to drive the lowest CPCs in the game for B2B clients. Next week we're opening the playbook. You'll hear from Ali Yildirim🌲, one of the best LinkedIn ads practitioners on the planet, and Miguel Sánchez, who's right beside him. Alyssa Stern from LinkedIn and Alex Fine🌲will moderate. Here's what we'll be covering: 1. Building custom audiences from niche data sources most agencies never touch. 2. Tracking performance before and after the click and feeding it into your other channels with Fibbler, RB2B, Clay, and Freckle. 3. The exact levers we pull to keep CPCs low while everyone else complains about rising costs. None of this is theoretical. This is all being done in practice on a daily basis by the Understory team. Save your spot with the link below ⬇️
How a Top 1% LinkedIn Ads Agency Optimizes Audiences for the lowest CPCs
www.linkedin.com
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Creators are the voices that travel where brands can’t. In fact, 82% of buyers say creator content influences their decisions. For that reason alone, B2B brands know that creator content works – but what makes it work better? Explore The B2B Institute's Credibility Code to discover a system for compounding trust: https://lnkd.in/dJf7N2gy
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The season is shifting, and so are buyer expectations. This week's roundup covers fragmented buyer signals, the rise of experiential marketing, AI visibility, and more. Margarita Loktionova Kylee (Lessard) Hayden
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Are your LinkedIn articles being read by humans and AI? Most content teams write for their audience, but LLMs now surface content in search and AI-generated answers too. It's time to make your articles work for both. Join us live on August 27th to learn: 🔹 How to optimize LinkedIn Articles for readers and LLMs 🔹 What good looks like, with real examples 🔹 A checklist for making posts and articles work better together RSVP here: https://lnkd.in/dFqZZ7_a
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