The LinkedIn Inversion
On LinkedIn you have to build interest before you can convert it, so most of the spend belongs at the top warming people up, not at the bottom chasing cold prospects.
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The mechanism
The chart shows two funnels. The left one, how most people run LinkedIn, spends 60% on demo ads aimed at cold prospects and books few meetings at high cost. The right one, how it actually works, puts 75% into always-on awareness and content and only 25% into conversion, and books more meetings at lower cost. Unlike search, where buyers already want what you sell, LinkedIn has to build that warmth first. The bottom of the funnel only pays off once the top has done its job.
Part of Publishing. Credibility and demand before the sales conversation.