LinkedIn Ads (B2B)

The Nigerian B2B buyer pool is uniquely concentrated. A few hundred decision-makers across thirty Tier-1 banks, twenty fintechs, the major telcos, the largest conglomerates and the federal MDAs control most of the procurement spend in the country. LinkedIn is the only place where you can target those buyers by name, role and company - and where they are likely to pay attention when they see your message.

The challenge is that LinkedIn ads are expensive. CPCs above five thousand naira are common for senior personas in financial services and technology. Paid LinkedIn only makes economic sense when your average contract value justifies them - typically thirty million naira annually upward. Below that threshold the math rarely works and you should use LinkedIn organically while spending paid budget elsewhere.

We build account-based programmes around a defined list of two hundred to one thousand target accounts agreed with your sales team. Each persona within those accounts gets a different content track - the CTO sees technical depth pieces, the CFO sees ROI case studies, the procurement lead sees vendor comparison content. We pace exposure across the quarter so each buyer sees you three to five times before sales attempts contact. The result is dramatically warmer outbound - discovery calls that start mid-funnel rather than at zero.

LinkedIn paid traffic is useless without a clean sales handoff. Leads must reach the right sales rep within minutes - same-day at the absolute longest. Outreach must reference the content the lead actually engaged with. Follow-up cadences must respect that this buyer is now in your funnel, not at the top of it. We work directly with your sales team to define the handoff process, build CRM automations that surface leads with full context, and review monthly which sales motions convert LinkedIn-sourced leads at the highest rate. The marketing-sales seam is where most LinkedIn programmes leak value, and it is the seam we tighten first.