What you need to know about advertising on LinkedIn in 2026

Both Virtual and Live Events demonstrate powerful, measurable effects on revenue conversion, well beyond the levels seen in other channels. They sustain momentum but don’t create new inflection points in the way events do. However, the more interesting story emerges when you break it down by the type of company hosting the event.

A healthcare company evaluating project management software wants to see case studies from other healthcare organizations, not generic business examples. Buyers visit websites, read case studies, compare features, and consume educational content without ever talking to sales, placing middle funnel content at the center of the evaluation process. Effective mid funnel marketing requires sophisticated orchestration—better data integration, cross-channel coordination, and account-level measurement.

Your leads want to know that your product is effective and that other people or businesses have used it successfully. But even if you don’t offer that, by creating a professional interactive demo of your software you can give your leads the chance to try out your product before they buy. Besides for the great product they provide, these companies all use product-led growth strategies, allowing for customers to try the product out before spending money on it. The main goal of this stage of the funnel is to isolate the highest quality leads and to provide them with the information they need in order to feel ready to buy. Even worse, these potential customers might drift away, finding more attentive alternatives among your competitors, leaving you with a leaky funnel and diminished returns on your marketing investments. That’s where middle-of-the-funnel (or MoFu, if you’re on a nickname basis) marketing comes in.

Strategies for Each Stage of the Marketing Funnel

Prospects who spend 10+ minutes reviewing technical documentation or who return weekly over a month show serious evaluation intent. Initial downloads might require just email and company name, while subsequent content requests can ask about industry, role, or specific challenges. Case studies should focus on companies similar to your prospects and include specific challenges, implementation details, and measurable results to help prospects envision their own success. So provide step-by-step processes, templates, and worksheets they can use regardless of which solution they ultimately choose. If they engage with pricing information, provide implementation guides and ROI frameworks.

Come for the automated marketing. Stay for the endless revenue growth.

In short, audio has evolved into a reliable lever for delivering measurable ROI as well as long-term value – factors that work in its favour as marketers balance caution with the need for growth. And as advertisers look to maximise efficiency and justify every pound spent, they need formats that can deliver both brand equity and performance. The brands that stay visible and stay calm will be the ones best placed to grow when confidence returns.

LinkedIn is one of the most expensive paid social channels, and that’s unlikely to change. This leverages website retargeting via the Insight Tag, contact list targeting, account-based targeting and lookalike audiences. mid funnel marketing You can segment users by job title, company size, industry, skills and seniority within your ad account. They tend to have high response rates, but there are restrictions if you’re targeting EU members because of the EU Cookie Law (the ePrivacy Directive). Thought leader ads, in which you boost organic posts from individual employees, not just the company page, are also valuable. Interactive and content-rich formats like Document Ads are shaping high-performance strategies.

Provide Transparent Comparisons

• You can use both lead gen and demand gen at the same time, so don’t feel like you have to pick one over the other.
• If you’re a small business, you might consider starting with nano-influencers (between 500 and 10,000 followers) or micro-influencers (between 10,000 and 99,999 followers).
• Funnel hacking is the practice of mimicking competitors’ marketing funnels.
• A marketing funnel helps you encourage meaningful growth by understanding your target audience and advertising to them effectively at every stage of their journey.
• The creators who survive the next wave of platform changes will be those who treat platforms as discovery engines—not as their only source of income.

Digital Marketing Digital marketing is the promotion of products, services, or brands through online channels and digital technologies. It helps businesses build trust and credibility with potential clients while providing them with the information and support they need to make informed decisions. Mid-Funnel marketing also involves tracking and analyzing client behavior to better understand their needs and preferences. The goal is to stay top of mind and provide ongoing value to the prospect, with the aim of eventually converting them into a client. This can be achieved through various forms of content, such as blog posts, videos, ebooks, webinars, and case studies.

Don’t underestimate phone or Zoom calls

The MOF is a critical stage in the sales process as you have the opportunity to build a relationship with your potential customers, guiding them gradually toward the BOF. In the middle of the funnel, you need to grab the opportunity to educate, nurture, and build a relationship with your potential customers. It is where potential customers have moved beyond the initial awareness stage & are now seriously considering your product or service. In the marketing world, MOF is the stage where you’ve caught the attention of potential customers, but they’re not quite ready to make a purchase. You don’t want to just blurt out your life story (bottom-of-funnel), but you also don’t want to bore them with the same old topics. You know you need to start with some small talk (top-of-funnel), but what do you do once you’ve established a connection?