B2B services: LinkedIn content and paid alignment

Align organic narrative with paid campaigns so the same story showed up in feed, landing pages, and sales follow-up.

11 November 2019

Sector: B2B professional services

Focus: Social Media, Google Ads & Performance Marketing

Situation

Organic posts and paid campaigns pointed at different offers, and sales was still using its own deck. Attribution turned into a debate because nobody was looking at the same journey end to end.

What we focused on

  • Message architecture: Three pillars with proof points, so content and ads weren’t reinventing positioning weekly.
  • Creative hygiene: UTMs, consistent landing URLs, and a simple naming convention for experiments.
  • Cadence: Editorial calendar tied to pipeline themes, not random “we should post more.”

Outcome

Clearer funnel narrative; less duplicated creative work; reporting leadership could actually interpret.

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