21 creatives

from B2B
Brands who
win on LinkedIn
You can spot trends in B2B
brands copy and creative on
LinkedIn...
1. Use of stats
2. Use of numbers + lists
3. Speaking to the target
4. Highlighting problems
5. Creating FOMO
6. Asking questions
7. Consistent branding
Here’s 21 examples of this in
practice 👉
1. LinkedIn members love a stat

Gong use this in their ads

as do Algolia
… and Figma


2. Numbers are a strong way to

catch attention

Drift show this using ‘7 CMOs’



Outreach use it to make their

content seem easy to consume


and actionable for LinkedIn members, as

shown by Twilio
 3. Speak to your target

Slack make the best use of LinkedIn

targeting to be industry specific


It’s an easy and effective tactic.

Melio do it when targeting job titles



Ember targeted me with this creative. It’s

very relevant for me right now so I had to
include it 👏
 4. Highlight the problem

WalkMe go a step further by speaking to the

challenges of their target audience


Deel also include the emotion the problem

brings - ‘overwhleming’


And Miro then focus their audience

to what the problem may be 🤔
 5. Create FOMO
Stripe make their ICP wonder about
what they could be missing


Zendesk create FOMO by use of powerful

words - ‘Thrive’ and ‘Survive’


Remote create it with

urgency - ‘it’s already here’


LBS do this by highlighting a rare

offering
 6. Asking Questions

Mailchimp asks questions with

direct solutions
 Where as…

Chili Piper relate to the problem but ask the

audience to make their own conclusions
 7. The most effective brands
have consistency

Over the years, Hubspot have been excellent

But others are doing it brilliantly

Notions brand is strong throughout their

creative and copy
Consistent colour, fonts, clear tone
of voice


They’re creative in how they use LinkedIn

products, features and ad formats but
always consistent on brand


GoCardless also do this brilliantly in

their recent campaigns
Highlights problems, use of stats, speaks
to the audience


But clear and consistent tone and

branding
TL:DR 👇

Start by using what works

Use of stats
Use of numbers + lists
Speaking to the target
Highlighting problems
Creating FOMO
Asking questions
Consistent branding

All the brands do it, it’s simple

and effective
Stay consistent with
branding and tone of voice

But, be creative with

LinkedIn ad formats and
products
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