Recipe #1: LinkedIn Lead Gen Campaigns Lower your cost-per-lead by targeting in-market accounts that are currently researching specific and relevant keywords associated with your business. (At 6sense, we use the term “in-market” to represent moments in a buyer’s journey where their interest in buying intersects with their interest in your solution.) In this example, we’re using keywords associated with ABM that would be related to your business and/or competitors. 1 2 1. 6sense segment filters used: Keyword, used to pair keywords with ad content to ensure relevancy and timeliness In-market stages: Decision and Purchase 2. LinkedIn campaign objective(s): Lead Generation OR Website Conversion (preferred for future 3 4 retargeting capability and higher quality conversions) 3. LinkedIn audience targeting: This type of campaign should target your typical buyer persona 4. LinkedIn Ad type: Single image ad Content: Middle- to bottom-of-funnel | Ebooks | Buying guides | Case studies or customer stories 6