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Free GTM Skills / Paid channels

Paid social and account-based ads

Use this skill to run or audit paid social for B2B: the social ads, thought leader ads from the founder, the audience is too small, are we over-serving, frequency, which accounts engaged, the monthly ads report, conversion tracking. Produces audiences built from the TAM, the campaign plan by funnel job, the frequency and penetration read, the engaged-account list for sales, and the monthly read. Pairs with the generic paid-social skills on gtmskills.com.

By Matt Santos, BOM Growth. Free under the MIT license.

Install

npx skills add BOM-Growth/b2b-gtm-skills --skill linkedin-ads

Run it in your project folder, then ask Claude Code for linkedin-ads by name or in your own words.

skills/linkedin-ads/SKILL.mdView on GitHub

This applies weekly and monthly. It produces awareness where the TAM is, measured on its funnel job, and a list of engaged accounts sales can act on.

Before you start

This skill works on its own. If the person has their own marketing brain (or any folder of context files about their company), read the files listed under reads in the header first and cite them for every fact. If they do not have one, do not look for one: ask for the two or three facts this play needs and go on. Never invent a fact; a blank is a question for the person.

Tools: this play speaks in verbs (check the CRM, pull the call, schedule the post). TOOLS.md at the root of this repo lists the tools recommended for each verb. The company’s own 1-context/stack.md wins when it exists. No tool is required; a spreadsheet and a mail client cover most of it.

The play

  1. Read the context (see Before you start). Build audiences from the TAM through build-target-list: named account lists by tier and persona, never platform-inferred industries alone.
  2. Plan by funnel job: coverage formats (text, follower, document) for reach into the account list; founder thought-leader ads for point of view; demo-page ads only for warm accounts. Judge each on its job, not on cost per demo.
  3. Frequency and penetration on a 90-day band: low penetration of the account list is the signal, not high frequency. A saturated small list needs a wider list, not more spend.
  4. Copy and creative through ad-copy and graphics-check; the founder’s ads through founder-voice.
  5. Conversion tracking: the platform’s “conversion” often includes demo-page visits. Align to the demo request in 3-strategy/funnel.md before any comparison with search.
  6. Engaged accounts: pull the accounts that engaged, match to the CRM, hand to signal-to-outreach as a cohort. This is the channel’s second output.
  7. Monthly read: spend, reach into the TAM, engaged accounts, demo requests on the aligned definition, against the prior month. Recommendations typed as cut, scale, build or test.

What good looks like

  • The best operator counts how much of the TAM the ads reached this quarter. For a small TAM, that number is the whole point.
  • The mediocre version runs demo-page ads to a cold audience and reports the platform’s conversion count.
  • Good output is a monthly read that says what share of target accounts saw us, which engaged, and what sales did with them.

Rules

  • MUST build audiences from the TAM and the gates.
  • MUST align conversions to 3-strategy/funnel.md before comparing channels.
  • NEVER judge a coverage format on cost per demo.
  • NEVER run a founder ad the founder has not approved.

Find out if we’re a fit.

In a 30-minute discovery call, you’ll get honest, no-strings advice you can act on right away, and a clear picture of what working together would look like.

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