LinkedIn Marketing & LinkedIn Lead Generation with Dekker from Udemy

Welcome to the ultimate course on LinkedIn marketing, lead generation & advertising in 2023. Master B2B social media marketing.

I've been advertising on LinkedIn since 2011, and I have an MBA from the #1-ranked business school for marketing in the USA.

The main benefit of this course is teaching you how to use LinkedIn to get new customers. For example, I'll walk you through a case study on how one ad campaign generated a 500% return on investment. To get customers we’re going to use LinkedIn ads, but also account based marketing (ABM), LinkedIn Sales Navigator, your LinkedIn company page, and other tactics such as automating connection requests.

After this course, you’ll be able to acquire new customers using LinkedIn efficiency by using the top, middle, and bottom of the marketing funnel. You’ll be able to put together a LinkedIn customer-acquisition plan.

I'll talk about LinkedIn ads of various types with different objectives. The key to cost-effectvie lead generation and customer acquisition is mapping out the entire funnel, not just short-term lead generation.

The major sections of this LinkedIn marketing course are:

BOFU (Bottom of Funnel): generating short-term revenue
MOFU (Middle of Funnel): tactics such as product education & nurturing that will enhance BOFU
TOFU (Top of Funnel): generating broad awareness and problem education to provide the basis for subsequent revenue generation

I'll talk about the details of LinkedIn campaigns I worked on and provide 3rd-party case studies. I'll give you tutorials, strategies, and tactics to pull everything together. This is a more structured approach to LinkedIn marketing than my previous courses which focused on jumping straight into tutorials.

This course is for people in B2B marketing and potentially those in outbound sales and business development.

Let’s get started.

Key Marketing Topics:

LinkedIn Marketing
LinkedIn Lead Generation
LinkedIn Advertising (LinkedIn Ads)
Social Media Marketing
LinkedIn Advertising Course
B2B Advertising
B2B Marketing

What's inside

Learning objectives

Linkedin
Linkedin marketing
Linkedin lead generation

Linkedin ads
Linkedin advertising

Linkedin
Linkedin marketing
Linkedin lead generation
Linkedin ads
Linkedin advertising

Syllabus

Part 1 - Bottom of Funnel LinkedIn Marketing

Introduction

Text Ads

Note that message and conversation ads are no longer available in the European Union.

Reviews summary

Practical linkedin marketing & lead generation

According to learners, this course offers highly practical and actionable strategies for LinkedIn marketing and B2B lead generation. Many students found the instructor's expertise and real-world examples very valuable, particularly the focus on applying the marketing funnel (TOFU, MOFU, BOFU) to LinkedIn tactics like LinkedIn Ads and Sales Navigator. While the structured approach is appreciated, some reviews mention that the LinkedIn platform evolves quickly, meaning certain tutorials may require minor adjustments based on the latest interface. Overall, it's seen as a comprehensive guide for professionals focused on driving business results through LinkedIn.

Explains marketing funnel application on LinkedIn.

"Liked how he broke down TOFU, MOFU, BOFU."

"Understanding the funnel strategy for LinkedIn was very helpful."

"The structured approach makes it easy to follow."

"Appreciated the clear explanation of applying the marketing funnel stages."

Tailored for B2B marketing and sales professionals.

"Perfect for anyone doing B2B lead generation."

"If you're in B2B sales, this course is a must-watch."

"It's very focused on the B2B aspect, which is what I needed."

"Ideal course for professionals in B2B roles."

Instructor's experience and knowledge are valuable.

"Dekker clearly knows his stuff."

"His real-world examples make the concepts clear."

"The instructor's background in B2B marketing is evident."

"Enjoyed learning from someone with extensive experience in the field."

Provides practical tactics for B2B lead gen.

"I got highly actionable tips that I could apply right away."

"The strategies for B2B lead generation were particularly effective."

"This course gave me practical tactics for using LinkedIn beyond just posting."

"Learned actionable ways to use LinkedIn for sales and marketing results."

Some content may need updates due to platform changes.

"Because LinkedIn changes, some tutorials were a bit outdated."

"I noticed a few small discrepancies between the video and the current interface."

"The core concepts are solid, but keep in mind the platform evolves quickly."

"A few sections didn't exactly match the current look of LinkedIn Ads."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in LinkedIn Marketing & LinkedIn Lead Generation with Dekker with these activities:

Review B2B Marketing Fundamentals

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Solidify your understanding of B2B marketing principles to better grasp the course's LinkedIn-specific strategies.

Browse courses on B2B Marketing

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Review core B2B concepts.
Study the B2B sales cycle.
Understand B2B customer personas.

Read 'B2B Marketing: A Step-by-Step Guide' by Robert W. Bly

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Gain a broader understanding of B2B marketing principles to contextualize LinkedIn strategies.

View The Digital Marketing Handbook on Amazon

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Read the book cover to cover.
Take notes on key concepts.
Relate concepts to LinkedIn marketing.

Analyze Competitor LinkedIn Ads

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Understand successful LinkedIn ad strategies by analyzing what competitors are doing.

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Identify 3-5 key competitors.
Document their ad campaigns.
Analyze targeting and messaging.
Identify strengths and weaknesses.

Four other activities

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Draft LinkedIn Ad Copy Variations

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Practice writing compelling ad copy to improve campaign performance.

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Choose a target audience.
Write 3-5 ad copy variations.
Focus on different value propositions.
Incorporate strong call to actions.

Read 'The LinkedIn Code' by Melonie Dodaro

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Deepen your understanding of LinkedIn-specific lead generation strategies.

View The LinkedIn Code on Amazon

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Read the book cover to cover.
Implement key strategies.
Track results and optimize.

A/B Test Ad Copy

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Run A/B tests on LinkedIn ads to optimize for conversions.

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Set up A/B tests in LinkedIn Campaign Manager.
Monitor performance metrics.
Analyze results and iterate.

Develop a LinkedIn Marketing Plan

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Synthesize course knowledge into a comprehensive LinkedIn marketing strategy.

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Define target audience and goals.
Outline campaign strategy.
Allocate budget and resources.
Establish key performance indicators.

Career center

Learners who complete LinkedIn Marketing & LinkedIn Lead Generation with Dekker will develop knowledge and skills that may be useful to these careers:

B2B Marketing Specialist

A B2B Marketing Specialist focuses on marketing strategies targeted at other businesses. This course is specifically designed for B2B marketing, making it highly relevant to the role. The course covers LinkedIn marketing, lead generation, and advertising techniques tailored for the B2B environment. The curriculum explores LinkedIn ads and account-based marketing, which are effective strategies for reaching business clients. In particular, the case studies and real-world examples from the course enhance your understanding of B2B marketing on LinkedIn. If you wish to become a B2B Marketing Specialist, this course is excellent.

See salaries and explore the career path for B2B Marketing Specialist

Lead Generation Specialist

As a Lead Generation Specialist, you are responsible for identifying and nurturing potential customers for a business. This course is highly relevant, as it focuses on LinkedIn lead generation and various techniques to acquire new customers through the platform. The course covers LinkedIn ads, account-based marketing, and LinkedIn Sales Navigator, all valuable tools for a lead generation specialist. The emphasis on the marketing funnel, from awareness to revenue generation, would be helpful in optimizing lead generation strategies. If you are interested in becoming a Lead Generation Specialist, this course will be useful.

See salaries and explore the career path for Lead Generation Specialist

Marketing Director

A Marketing Director oversees all marketing activities and develops marketing strategies. This course directly aligns with the responsibilities of a Marketing Director by offering an in-depth knowledge of LinkedIn marketing, lead generation, and advertising. The course explores how to use LinkedIn ads, account-based marketing, and company page optimization, which are crucial components when developing a successful marketing strategy. Specific sections, such as those on LinkedIn ad types and targeting options, become very relevant for a Marketing Director, allowing them to make informed decisions about campaign execution and resource allocation.

See salaries and explore the career path for Marketing Director

Digital Marketing Specialist

A Digital Marketing Specialist implements digital marketing strategies across various online channels. This course provides practical knowledge of LinkedIn marketing, lead generation, and advertising, essential components of a comprehensive digital marketing plan. The course covers LinkedIn ads, account-based marketing, and strategies for optimizing lead generation. For aspiring Digital Marketing Specialists, the course is a great fit, particularly its focus on the marketing funnel and cost-effective lead generation on LinkedIn. You will be able to create a customer acquisition plan with the knowledge you unlock.

See salaries and explore the career path for Digital Marketing Specialist

Social Media Manager

Social Media Managers handle a company's online presence across various platforms. This course directly aligns with the responsibilities of a Social Media Manager by providing in-depth knowledge of LinkedIn marketing, lead generation, and advertising. The course delves into using LinkedIn ads, account-based marketing, and optimizing company pages, all crucial skills for managing a successful social media strategy. Specific sections, such as those on LinkedIn ad types and targeting options, are particularly relevant for a Social Media Manager. This course focuses on social media marketing for business to business purposes.

See salaries and explore the career path for Social Media Manager

Sales Director

A Sales Director leads and manages a sales team to achieve sales targets. This course is particularly valuable for a Sales Director because it provides insights into LinkedIn lead generation and customer acquisition strategies. The course covers LinkedIn Sales Navigator, which aids in identifying and engaging with potential clients. The Sales Director can leverage the course for creating targeted and more effective sales outreach strategies. The focus on mapping the marketing funnel and generating cost-effective leads helps Sales Directors optimize the sales process and improve overall performance.

See salaries and explore the career path for Sales Director

Marketing Manager

As a Marketing Manager, you develop and execute marketing campaigns to promote a company's products or services. This course helps build a foundation in LinkedIn marketing, lead generation, and advertising, which are increasingly important aspects of a modern marketing strategy. The course focuses on using LinkedIn to acquire new customers, covering LinkedIn ads, account-based marketing, LinkedIn Sales Navigator, and company page optimization. If you're interested in becoming a Marketing Manager, this course may be valuable, especially the sections on bottom, middle, and top-of-funnel strategies.

See salaries and explore the career path for Marketing Manager

Content Marketing Specialist

Content Marketing Specialists create and distribute valuable content to attract and engage a target audience. This course may be relevant for a Content Marketing Specialist, because LinkedIn is an important platform for content distribution, especially in the B2B space. The course covers LinkedIn marketing and advertising strategies, which can help content marketers optimize their content for visibility and engagement on the platform. The course will likely discuss methods to enhance brand awareness and nurture potential customers through targeted content campaigns. This can help you become a more capable Content Marketing Specialist.

See salaries and explore the career path for Content Marketing Specialist

Chief Marketing Officer

A Chief Marketing Officer, or CMO, is a C-level executive responsible for overseeing all marketing activities in a company. While a CMO typically has extensive marketing experience, this course helps a CMO stay up-to-date on the latest LinkedIn marketing trends. This course is especially relevant in the area of B2B marketing. Given the course's focus on ROI, a CMO may extract value from this course. This course has value, especially if the CMO wants to have a better idea of what their team members are working on day to day.

See salaries and explore the career path for Chief Marketing Officer

Account Manager

Account Managers are responsible for maintaining and growing relationships with clients. This course may be useful, particularly in the realm of business to business, or B2B, account management. This course on LinkedIn marketing and lead generation can help account managers understand the B2B customer acquisition process and identify opportunities for upselling or cross-selling to existing clients. Account managers could leverage LinkedIn Sales Navigator, which the course explores, to stay informed about their client's activities and engage with them more effectively. The insights into lead generation strategies can also help account managers identify new potential clients within their existing network.

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Marketing Analyst

Marketing Analysts analyze data to evaluate the performance of marketing campaigns and identify areas for improvement. This course may be useful because understanding LinkedIn marketing and advertising platforms would help a Marketing Analyst better interpret campaign data and provide insights. While the course is not primarily focused on data analysis, the course provides a foundation in LinkedIn marketing strategies, enabling analysts to understand the context behind campaign performance metrics. The analyst can also measure return on investment more accurately.

See salaries and explore the career path for Marketing Analyst

Business Development Manager

Business Development Managers identify and pursue new business opportunities. This course may assist a Business Development Manager in leveraging LinkedIn for lead generation and customer acquisition. The course covers LinkedIn ads, account-based marketing, and LinkedIn Sales Navigator, which can be valuable tools for identifying and engaging potential clients. The focus on mapping the marketing funnel and generating cost-effective leads helps Business Development Managers create targeted outreach strategies. If you are interested in becoming a Business Development Manager, this course could be a useful tool.

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Sales Representative

Sales Representatives sell a company's products or services to customers. This course may be valuable for Sales Representatives, especially those in B2B sales, as it focuses on LinkedIn lead generation and customer acquisition strategies. The course covers LinkedIn Sales Navigator, a tool commonly used by sales professionals to identify and connect with potential clients. Sales Representatives can leverage the strategies taught in the course to improve their lead generation efforts and build relationships with prospects on LinkedIn. The account based marketing strategies might be quite helpful.

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Public Relations Specialist

Public Relations Specialists manage a company's reputation and build relationships with the public. This course may assist specialists in the use of LinkedIn as part of an overall promotion or influence strategy. While the course is focused on marketing and lead generation, it can provide Public Relations Specialists with insights into how to leverage LinkedIn for brand awareness and engagement. The course may help you to understand how to create content that resonates with your target audience.

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Project Manager

Project managers oversee and coordinate projects, ensuring they are completed on time and within budget. This course may offer insights into LinkedIn marketing and lead generation strategies, which can improve project outcomes. While not directly related to project management, understanding how marketing initiatives are executed on LinkedIn will help project managers communicate more effectively with marketing teams and stakeholders. The course may generally improve project output.

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LinkedIn Marketing & LinkedIn Lead Generation with Dekker

What's inside

Learning objectives

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Reviews summary

Practical linkedin marketing & lead generation

Activities

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