The Ledger
Every statement that passed quotation and attribution checks. Mix any filter with any other: certainty 1/5, debate potential 5/5, or both at once.
why aren't all 20 resolved? a statement only gets an assessment when the public record can support or contradict it. opinions and what-ifs never can, and 0 checkable ones are still open, waiting for their date. predictions held up or didn't; assertions are supported or contradicted. on every card: ▮▮▮▮▮ certainty · ▮▮▮▮▮ debate potential. speakers are clickable
Roeder: Startups should ignore Bluesky and market on established social platforms
“Don't market on blue sky. It just launched. You know, like, hang out there for fun if you want to. Like, mark it on LinkedIn, on Instagram, on Reddit if that's where people are, YouTube, lots of people on YouTube. Like, just don't overthink it. Go for the most…”
Competitor scrapes OutboundSync's LinkedIn to poach leads
“I've got someone scraping every one of my LinkedIn posts and then emailing every single one of those people saying, hey, we built something that's better than outbound sync for this.”
Voya: B2B software is adopting B2C-style micro-influencer tactics
“Five years ago and just like this B to C influencer game started to show up in ads and it became like an official UGC, like small content generation stuff. I think that we are approaching these days in B to B and I just, Love this type of tactics because the a…”
Walling: Shifting B2B SaaS marketing focus from YouTube to LinkedIn
“We have switched our focus from YouTube. I'm still putting out a video every other week, so it's still a lot of effort, and a lot of content, and we're still having success there, but we kind of have tapped out the audience, if I'm being honest, of what we foc…”
Reimer: LinkedIn is currently a hotspot for real business engagement
“There is just a lot of engagement happening on that platform right now, and, you know, as all social media platforms are sort of going through their growing pains right now, and algorithm shifts, and ownership changes, and all of that, like, LinkedIn is a plac…”
Walling: Target LinkedIn for job titles, Facebook for psychographics, Google for intent
“If you want, if you know the job title, you go there. If you know the demographic, psychographics, you go to Facebook. And if you want intent and there is actual volume, then you go to Google if you have any money to spend.”
Walling: Latent-pain SaaS products require cold outbound or educational content marketing
“And so you either need to go with outbound, like cold outreach through LinkedIn and email, Or you need to do content marketing and education around adjacent topics, so you go higher up in the funnel.”
Vollset: LinkedIn gig marketplace can succeed due to persistent professional identity
“One of the issues with like Upwork and whatever is like, if someone is terrible, they can be great for a little bit and then they can be terrible. And then yeah, If they're really bad, you can sort of burn their ratings or whatever, but they could just start u…”
Test LinkedIn ads with a minimum of $1,000 per campaign
“I usually recommend minimum for each campaign is, is about 2000, and then minimum amount per campaign level is about a thousand. Then you can be sure you're getting at least enough clicks in that you're getting good data, enough data to make a decision based o…”
Split-test software versus non-software audiences in B2B LinkedIn campaigns
“Commonly when we have, like, a industry like this, what we'll do is we'll do one campaign or one split test that targets just the computer software industry, and then we'll have one that targets everybody but the computer software industry, so we can see those…”
The ideal LinkedIn ad audience size is 20,000 to 80,000 people
“Our usual target is somewhere between 20 to 80,000 people. If it's under 20, that might be a little small. If it's over 80,000 people, then usually we have the opportunity to get more targeted in it.”
Quick downloadable guides achieve the highest LinkedIn ad conversion rates
“Usually we see that like white papers, guides, and checklists often do the best. Quick and easy downloadables, something that someone can learn something about you, and we see that quick and easy downloadables get the highest conversion rate”
LinkedIn ads work best for niche decision-makers, not broad audiences
“When you have an extremely broad audience, then honestly other channels might be cheaper and better for you. LinkedIn is awesome when you need to target a niche decision maker at scale, because that's what LinkedIn has is like those job titles, those industrie…”
B2B SaaS needs a $10k+ LTV before using LinkedIn ads
“A couple of things that we usually look for or recommend to use LinkedIn is first of all, having your LTV be around 10 K or above to start. LinkedIn's a more expensive channel, so when your LTV's above 10 K, then the math gets easier. If it's below 10 K, it ca…”
Direct free trial LinkedIn ads convert poorly and cost more
“You do see a lot of people out there that will advertise directly for like free trial or schedule now or sign up now. And on LinkedIn, you're usually paying for every click. So as soon as somebody clicks in your ad, you've paid for that click, whether they sig…”
Walling: Repurposing podcast content directly to YouTube and LinkedIn completely failed
“We used to try to repurpose this podcast to YouTube. Didn't work. Didn't work at all. And then we tried to repurpose YouTube videos to LinkedIn. Didn't work. Fail.”
Walling: MicroConf pivoted to LinkedIn after YouTube growth plateaued at 90,000 subscribers
“We pick one new thing to attack, and we did YouTube for two and a half years, and then, you know, until it plateaued around 90,000, and then we are looking at LinkedIn next, and we're going all in. Like, we hired a LinkedIn consultant. We are spending thousand…”
Walling: Google AdWords and Meta lead revenue-driving ad channels for SaaS
“The question we ask is, please select up to three advertising channels that have most significantly increased your revenue. And the number one, what is this? 65 percent-ish is Google AdWords. Number two, with about half, that's around thirty-ish is Meta or Fac…”
LinkedIn's average ad CTR is 0.4%; beating it lowers auction costs
“LinkedIn's average is about .4. So anything above that and your ads will actually benefit going in the auction. You'll get cheaper ad costs.”
Walling offered competitor employees consulting fees for interviews, but none charged him
“And at one point when we were building Drip and I wanted to talk to some Ex-sales people and marketing people from some competitors of ours who used to work at those competitors, I similarly contacted them via LinkedIn, said, I'd love to talk to you, and said,…”