Do Thought Leadership Ads Actually Work?

Send us a textIn this episode we interview Katrine Rasmussen, a B2B marketer at fashion-tech company Pixelz. She shares a practical playbook for reaching enterprise buyers on LinkedIn with precision and credibility.What you'll learn in this episode:How to build ABM audiences on LinkedIn by combining target companies with exact job titles and locations—then keep them tight around the 300-person minimum for control and relevance.Why “thought leadership ads” outperform company-page ads on CPC and CPM, and how their native look boosts trust with enterprise stakeholders.A repeatable six-month cadence with sales: pick 10–20 priority accounts per rep, map stakeholders and pain points, and align content to each stage of the deal.How to seed a ready-to-post content library for reps (evergreen and timely), use light ghostwriting, and nudge consistent posting without burning the team.Ways to run ultra-narrow campaigns for a single strategic account when you know the pain point (e.g., ESG, pricing, or workflow).Smart calls to action: keep most posts educational and link-free for reach; reserve links for webinars and events—not “book a demo.”Practical measurement: track impressions and clicks with attribution tools so brand exposure still shows up in pipeline, not just last-click.

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