Services · LinkedIn programs

Company page and ads, run as one system

LinkedIn is the only channel where you can reliably reach a named list of companies and a named set of job titles inside them. That makes it well suited to a market of a few thousand accounts rather than a few million people, and poorly suited to being run like a performance channel. Our company-page work is built around that fact: a short list of accounts that matter, posts written for the people inside them, and a monthly report that tells you which of those accounts are paying attention.

The lead-gen form trap

The standard B2B LinkedIn program runs gated content to a lead-gen form, reports cost per lead, and looks efficient for about two quarters. Then sales stops working the leads, because a whitepaper download from someone who wanted the whitepaper is not a buying signal. The program is judged on a metric nobody downstream believes, the budget is cut in the next planning cycle, and the conclusion is that LinkedIn does not work. What did not work was optimizing for the cheapest possible expression of interest in a market where interest is not the constraint. Trust is. Smaller B2B companies feel this most, because they cannot outspend anyone on ads. The posts themselves have to carry the weight, and every ad dollar has to go where a post has already proved it holds attention.

What the work is

LinkedIn programs, in four parts.

A target account list that is actually used

You send us an export of the accounts you want to win — company name, website and a priority tier are enough — and we match it to LinkedIn company pages. That list decides what we write about and whose reactions we log. On the Full program it also becomes a matched audience in Campaign Manager. LinkedIn will not serve ads to an audience of fewer than 300 members, so very short lists usually need a few more companies or job titles before they can carry ads. We revisit the list at each quarterly content review, as your pipeline and priorities change.

Organic first, ads only behind what earns it

Eight company-page posts a month on the Company page plan, twelve on the Full program, each written against a question your sales team answers on first calls. On the Full program, posts that earn above-average engagement from the right job titles get ad spend behind them; the rest are left alone. Using organic as the filter means the ad budget, up to $3,000 a month, only amplifies something that has already held attention. You pay that spend directly to LinkedIn. Our fee does not include it, and we do not mark it up.

Written for the months they are not buying

A widely cited estimate is that only about 5% of a B2B market is actively buying at any moment. The rest will be, eventually, and what they remember when that happens is decided now. So a typical month of eight posts is mostly useful to the reader before it is useful to us: two answers to real buyer questions, two teardowns or customer examples, two points of view on the category, one post about the team, and one direct offer. Most company pages invert that ratio and wonder why the offer gets no response.

Reporting by account, joined to your pipeline

The monthly analytics report covers page and post performance, but the section that matters is the engagement log: every named person at a target account who reacted, commented or sent a message, plus Campaign Manager company reporting on the Full program. If you send us a monthly export of new opportunities, we mark which of them had a logged LinkedIn touch beforehand. We are explicit that this is influence, not sole attribution, but it is a far more useful conversation than cost per download.

What you receive

8 company-page posts a month (12 on the Full program), written and scheduled
Comment and message monitoring on the company page, on weekdays
LinkedIn Ads management up to $3,000 a month in spend, on the Full program
A monthly analytics report by target account and a quarterly content review

Timeline

The LinkedIn review takes one week, and first posts go live in week two or three of the plan. Engagement from target accounts is readable by about day 60. Pipeline influence is not a fair read before one full sales cycle, which for most of our clients means around month six.

Who this is for

B2B companies selling to a definable list of a few hundred to a few thousand accounts, with a sales cycle longer than 60 days and contract values high enough that one extra opportunity a quarter matters. If you sell to consumers or close deals within a week, paid search and a shorter funnel will serve you better.

What it costs

Priced on the pricing page — no quote needed to find out.

Questions

About this service.

Do you write the posts or do we?

We write, you approve. In the first week we agree who approves and how quickly. After the first month, most clients spend under thirty minutes a week on approvals, once the voice is settled and the review list is short. Nothing goes live without approval.

How much ad budget should sit behind this?

On the Full program we manage up to $3,000 a month, paid directly to LinkedIn. For most of our clients $1,000 to $3,000 is the right range: enough to reach a focused list of a few hundred accounts several times a month. Below about $1,000 we usually recommend staying organic. If you need to spend well beyond $3,000 a month, you need more ad management than our plans include, and we will tell you so.

Can you prove it generated pipeline?

We can show that LinkedIn touches preceded opportunity creation, and we report it that way. Anyone claiming clean causal attribution on a six-month committee purchase is selling you a model, not a measurement.

All questions →

The rest of the program

One committee, reached three ways.

Executive presence

One executive, ghostwritten properly

Eight or twelve posts a month that sound like the person they are attributed to, written from a monthly call and the voice memos sent in between.

Employee advocacy

Your team's networks, without the mandate

A monthly pack of post starters your team can adapt and publish under their own names — opt-in, and easy to ignore for anyone who would rather not.

Start with a one-week LinkedIn review

For $160 we audit your company page and one executive profile, benchmark three competitors and hand you a 90-day plan you can run without us. If you continue, it is credited against your first month.

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