The B2B Demand Playbook: Where LinkedIn Ads Actually Belong

Join us for our AMA September Luncheon! THE SESSION AT A GLANCE: Most B2B teams treat LinkedIn as a standalone lead source, judge it on cost per lead, and quietly conclude it is too expensive. The problem is rarely LinkedIn. It is that one channel is being asked to do the job of an entire system. This talk zooms out to the whole demand motion, shows how the channels make each other cheaper, and then places LinkedIn where it actually earns its keep. Promotional summary Most B2B marketers treat LinkedIn as a standalone lead source and wonder why it underperforms. Justin Rowe lays out a full-funnel view of B2B demand and shows exactly where paid LinkedIn earns its place, what has to be true before it works, and what it makes cheaper downstream. High-level and practical, with takeaways any marketer can apply regardless of budget. Who it is for • Marketing leaders and agency owners deciding where LinkedIn fits in the mix • In-house marketers who have tried LinkedIn ads and been burned by the cost • Anyone curious about B2B demand generation who wants the strategy without the jargon The one thing they leave with LinkedIn is not a lead machine. It is the targeting and signal hub of a demand system, and it works best when the other channels are sequenced around it. About Your Speaker: Justin Rowe is the Founder and CEO of Impactable, a B2B demand generation agency recognized as a first-cohort LinkedIn Marketing Partner and a CAPI Certified Partner. His team manages more than 50 million dollars in B2B ad spend for 200-plus active campaigns for companies ranging from early-stage startups to global enterprises. Named Thought Leader of the Year by LinkedIn's independent agency group and a Top 20 Global Voice on LinkedIn, Justin has spoken 3 times at LinkedIn's Independent Agency Summit. He publishes a newsletter followed by 28,000-plus marketers, holds the largest library of LinkedIn Ads education on YouTube, and speaks regularly on demand generation, attribution, and building full-funnel systems that connect spend to revenue. Event Details: 📅 Wednesday, September 16, 2026 🕚 11:30 AM – 1:00 PM 📍 Paesanos, 555 E Basse Rd, San Antonio, TX 78209 🅿️ Free parking available 🍽️ Lunch included with ticket purchase