Marketing
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How to Turn Job-Changing Champions into Pipeline with LinkedIn Ads
Learn how you should advertise to previous champions after they land in their new role
What’s Inside?
Playbook Overview
When should you run this playbook?
- Generate new pipeline by re-engaging with champions who have moved to new accounts.
- Champions = Customers (Buyers & Users), Open Opp & Closed Lost Prospects
Who to target?
Playbook goal?
Surround the champions that are already receiving outbound from Gem-e with ad coverage
Responsible teams?
- Marketing / Demand Gen
- Paid Media
How to build these ads
Who is your audience?
🔹 Previous customers that have moved to ICP accounts
What should the ad focus on?
🔹Focus on them and their new role
🔹If you have an "ask" or CTA, make sure it's soft and not pushy. The goal here is to stay in front of them as they settle into their new role
🔹Keep the ad light and fun
✅ Actionable tips:
- Update this audience bi-weekly using a CSV upload or a tool to dynamically update the audience
- These are your previous customers, don't be afraid to use plain language and reference the previous relationship
- Don't forget to turn off audience expansion when doing highly targeted campaigns like this
About the Author
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