E150: Making LinkedIn Ads work for you

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on the evolving role of paid media, LinkedIn strategy, and performance measurement in a rapidly changing digital landscape.

From navigating the balance between brand building, demand creation, and demand capture to unpacking the challenges of attribution and measuring true pipeline impact, the discussion explores how modern marketers are adapting their strategies across global accounts and increasingly complex channel mixes.

Drawing from real-world experience, the group shares insights on testing and experimentation with limited budgets, evolving LinkedIn campaign structures and platform capabilities, and the growing role of AI and automation in campaign execution.

Participants:

• James Dall, Global Paid Media Manager at Trustpilot

• Karin Kanamäe, Paid Media Specialist at Scoro

• AJ Wilcox, Founder of B2Linked – The LinkedIn Advertising Agency