B2B Paid Social Planner

Paid Social Strategy (B2B)

by LeadMagic · MIT license · ★ 62 on GitHub

Builds a B2B paid social plan across LinkedIn, Meta, and TikTok: platform selection, audience building, creative testing, and budget allocation. Use when the user is launching paid social, planning LinkedIn ads, or allocating a paid…

---
name: paid-social-strategy
description: >-
  Builds a B2B paid social plan across LinkedIn, Meta, and TikTok: platform
  selection, audience building, creative testing, and budget allocation. Use
  when the user is launching paid social, planning LinkedIn ads, or allocating a
  paid media budget. Triggers on: "paid social", "LinkedIn ads", "social
  advertising", "paid media strategy", "B2B ads".
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
metadata:
  version: "1.0.0"
  author: LeadMagic
  category: demand-gen
  tags: [demand-gen, paid-social, linkedin-ads, advertising, b2b]
  related_skills: [content-marketing, attribution, campaign-analytics, podcast-gtm]
  frameworks:
    - "Chris Walker — Demand Creation & Paid Social Education"

Overview

Before delivering, verify: - [ ] All required sections are complete - [ ] Output matches the user's stated need - [ ] Named frameworks are cited for key recommendations - [ ] No vague claims — every recommendation has a specific action - [ ] Deliverable is ready for operational use, not just conceptual

Manual install (npx, ZIP)

Claude Codenpx skills add LeadMagic/gtm-skills --skill paid-social-strategy -g -a claude-code

Claude Code (degit)npx degit LeadMagic/gtm-skills/skills/demand-gen/paid-social-strategy#main ~/.claude/skills/paid-social-strategy

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

Files included

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Overview

Paid social for B2B is fundamentally different from B2C — you're not optimizing for clicks, you're optimizing for pipeline. LinkedIn is the primary platform, but Meta retargeting and emerging channels (TikTok for B2B, Reddit ads) are increasingly viable. This skill covers platform strategy, audience architecture, creative testing, and pipeline measurement.

Authoritative Foundations

Chris Walker — Demand Creation & Paid Social Education — Dark social demand — self-reported attribution; LinkedIn influence is unmeasurable in last-touch.
The B2B Institute (LinkedIn) — 95:5 rule — Most buyers are out of market; budget for reach and memory as well as lead capture.
LinkedIn Marketing Solutions — Targeting and ad best practices — Build audiences from company lists and job attributes, and refresh creative before frequency drives fatigue.

When to Use

"Launch paid social"
"LinkedIn ads strategy"
"B2B advertising plan"
"Paid media strategy"

Step-by-Step Process

Phase 1: Platform Selection

LinkedIn: Primary. Job title + company + industry targeting. Lead gen forms. Thought leadership ads (document ads). $5-15 CPL typical. Best for $10K+ ACV.
Meta (Facebook/Instagram): Retargeting only for most B2B. Website visitors, content engagers, video viewers. Lower CPMs, broader audiences.
TikTok: Emerging for B2B. Organic-style creative. Reaching younger decision-makers. Test with $500 budget before scaling.
Reddit: Community-first. Sponsored posts in relevant subreddits. Authentic voice required.
YouTube: In-stream ads for product demos, customer stories, thought leadership.

Phase 2: Audience Architecture

Cold audience: ICP targeting (title, industry, company size). Content/thought leadership ads. Goal: content engagement, not demo request.
Warm audience: Website visitors (pixel), content engagers, video viewers (50%+). Case study/social proof ads. Goal: demo/book-a-call.
Hot audience: Pricing page visitors, demo requesters (didn't convert). Direct offer ads. Goal: convert.
Account-based: Upload target account list, target employees at those companies. Coordinated ad + outbound motion.

Phase 3: Creative Strategy

Thought leadership: "The 3 attribution mistakes costing you 40% of pipeline" → lead gen form for full guide. Document ad format on LinkedIn.
Social proof: Customer quote + results + logo. Video testimonial > text.
Product demo: 30-60 second product walkthrough, specific use case.
Event/webinar: "Live: How [Company] scaled outbound to $10M pipeline" → registration.

Phase 4: Budget & Bidding

Start: $3-5K/month test budget per platform
Bid strategy: Max delivery for awareness, manual CPC for lead gen
80/20 rule: 80% budget on proven campaigns, 20% on tests
Kill campaigns with CPL > 2x target after 500+ impressions
Retargeting budget: 15-25% of total

Phase 5: Pipeline Measurement

Don't measure ads on clicks and CPL. Measure:

Pipeline generated (opportunities from ad-influenced accounts)
Pipeline influenced (ads touched account before opportunity created)
Cost per opportunity (total ad spend / opportunities)
Cost per closed-won (total ad spend / closed-won deals)
Ad-influenced pipeline as % of total pipeline

Output Format

Paid social plan with: platform allocation, audience architecture, creative briefs, budget model, and pipeline measurement framework.

Quality Check

Before delivering, verify:

All required sections are complete
Output matches the user's stated need
Named frameworks are cited for key recommendations
No vague claims — every recommendation has a specific action
Deliverable is ready for operational use, not just conceptual

Common Pitfalls

Webinar as product demo. Prospects attend for insights, not a sales pitch. Fix: 80% educational content, 20% product mention. Lead with counterintuitive insights.
One-and-done syndication. Publishing once and moving on. Fix: one pillar piece → 15+ derivatives across channels over 30 days.
Measuring paid social on clicks. Clicks and CPL don't equal pipeline. Fix: track pipeline generated and cost per opportunity from each channel.

Execution Artifacts

references/framework-notes.md — named frameworks, citation anchors, and operating assumptions
templates/output-template.md — copy-paste deliverable structure for the user
scripts/check-output.py — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand:
references/chris-walker-mental-models.md — Repo root: demand creation, paid social philosophy Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

Diagnostic Questions

What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

B2B Paid Social Framework: apply only the part that directly improves the requested deliverable.
LinkedIn Ads Best Practices: apply only the part that directly improves the requested deliverable.
SiriusDecisions — Demand Waterfall: apply only the part that directly improves the requested deliverable.

Deliverable Standard

A strong output from this skill includes:

A crisp diagnosis of the current situation
A recommended path with tradeoffs, not a generic list
A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
A measurement plan with leading and lagging indicators
Risks and edge cases called out before execution

Adaptation Rules

For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.

campaign-analytics, attribution, content-marketing, landing-pages, ad-creative-strategy

1	---
2	name: paid-social-strategy
3	description: >-
4	Builds a B2B paid social plan across LinkedIn, Meta, and TikTok: platform
5	selection, audience building, creative testing, and budget allocation. Use
6	when the user is launching paid social, planning LinkedIn ads, or allocating a
7	paid media budget. Triggers on: "paid social", "LinkedIn ads", "social
8	advertising", "paid media strategy", "B2B ads".
9	license: MIT
10	compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
11	metadata:
12	version: "1.0.0"
13	author: LeadMagic
14	category: demand-gen
15	tags: [demand-gen, paid-social, linkedin-ads, advertising, b2b]
16	related_skills: [content-marketing, attribution, campaign-analytics, podcast-gtm]
17	frameworks:
18	- "Chris Walker — Demand Creation & Paid Social Education"
19	- "The B2B Institute (LinkedIn) — 95:5 rule"
20	- "LinkedIn Marketing Solutions — Targeting and ad best practices"
21	---
22
23	# Paid Social Strategy (B2B)
24
25	## Overview
26	Paid social for B2B is fundamentally different from B2C — you're not optimizing
27	for clicks, you're optimizing for pipeline. LinkedIn is the primary platform,
28	but Meta retargeting and emerging channels (TikTok for B2B, Reddit ads) are
29	increasingly viable. This skill covers platform strategy, audience architecture,
30	creative testing, and pipeline measurement.
31
32	## Authoritative Foundations
33	- Chris Walker — Demand Creation & Paid Social Education — Dark social demand — self-reported attribution; LinkedIn influence is unmeasurable in last-touch.
34	- The B2B Institute (LinkedIn) — 95:5 rule — Most buyers are out of market; budget for reach and memory as well as lead capture.
35	- LinkedIn Marketing Solutions — Targeting and ad best practices — Build audiences from company lists and job attributes, and refresh creative before frequency drives fatigue.
36
37	## When to Use
38	- "Launch paid social"
39	- "LinkedIn ads strategy"
40	- "B2B advertising plan"
41	- "Paid media strategy"
42
43	## Step-by-Step Process
44
45	### Phase 1: Platform Selection
46	- LinkedIn: Primary. Job title + company + industry targeting. Lead gen forms.
47	Thought leadership ads (document ads). $5-15 CPL typical. Best for $10K+ ACV.
48	- Meta (Facebook/Instagram): Retargeting only for most B2B. Website visitors,
49	content engagers, video viewers. Lower CPMs, broader audiences.
50	- TikTok: Emerging for B2B. Organic-style creative. Reaching younger
51	decision-makers. Test with $500 budget before scaling.
52	- Reddit: Community-first. Sponsored posts in relevant subreddits.
53	Authentic voice required.
54	- YouTube: In-stream ads for product demos, customer stories, thought leadership.
55
56	### Phase 2: Audience Architecture
57	- Cold audience: ICP targeting (title, industry, company size). Content/thought
58	leadership ads. Goal: content engagement, not demo request.
59	- Warm audience: Website visitors (pixel), content engagers, video viewers (50%+).
60	Case study/social proof ads. Goal: demo/book-a-call.
61	- Hot audience: Pricing page visitors, demo requesters (didn't convert).
62	Direct offer ads. Goal: convert.
63	- Account-based: Upload target account list, target employees at those companies.
64	Coordinated ad + outbound motion.
65
66	### Phase 3: Creative Strategy
67	- Thought leadership: "The 3 attribution mistakes costing you 40% of pipeline"
68	→ lead gen form for full guide. Document ad format on LinkedIn.
69	- Social proof: Customer quote + results + logo. Video testimonial > text.
70	- Product demo: 30-60 second product walkthrough, specific use case.
71	- Event/webinar: "Live: How [Company] scaled outbound to $10M pipeline" → registration.
72
73	### Phase 4: Budget & Bidding
74	- Start: $3-5K/month test budget per platform
75	- Bid strategy: Max delivery for awareness, manual CPC for lead gen
76	- 80/20 rule: 80% budget on proven campaigns, 20% on tests
77	- Kill campaigns with CPL > 2x target after 500+ impressions
78	- Retargeting budget: 15-25% of total
79
80	### Phase 5: Pipeline Measurement
81	Don't measure ads on clicks and CPL. Measure:
82	- Pipeline generated (opportunities from ad-influenced accounts)
83	- Pipeline influenced (ads touched account before opportunity created)
84	- Cost per opportunity (total ad spend / opportunities)
85	- Cost per closed-won (total ad spend / closed-won deals)
86	- Ad-influenced pipeline as % of total pipeline
87
88	## Output Format
89	Paid social plan with: platform allocation, audience architecture, creative
90	briefs, budget model, and pipeline measurement framework.
91
92
93
94	## Quality Check
95
96	Before delivering, verify:
97	- [ ] All required sections are complete
98	- [ ] Output matches the user's stated need
99	- [ ] Named frameworks are cited for key recommendations
100	- [ ] No vague claims — every recommendation has a specific action
101	- [ ] Deliverable is ready for operational use, not just conceptual
102
103	## Common Pitfalls
104
105	1. Webinar as product demo. Prospects attend for insights, not a sales pitch. Fix: 80% educational content, 20% product mention. Lead with counterintuitive insights.
106	2. One-and-done syndication. Publishing once and moving on. Fix: one pillar piece → 15+ derivatives across channels over 30 days.
107	3. Measuring paid social on clicks. Clicks and CPL don't equal pipeline. Fix: track pipeline generated and cost per opportunity from each channel.
108
109	## Execution Artifacts
110
111	- `references/framework-notes.md` — named frameworks, citation anchors, and operating assumptions
112	- `templates/output-template.md` — copy-paste deliverable structure for the user
113	- `scripts/check-output.py` — local checklist validator for required sections
114	This skill includes lightweight artifacts the agent can load on demand:
115	- `references/chris-walker-mental-models.md` — Repo root: demand creation, paid social philosophy
116	Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.
117
118	## Implementation Depth
119
120	Use this section when the user asks for a finished asset, not a high-level explanation.
121
122	### Diagnostic Questions
123
124	1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
125	2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
126	3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
127	4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
128	5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?
129
130	### Framework Application
131
132	Map the recommendation explicitly to the named frameworks in this skill:
133
134	- B2B Paid Social Framework: apply only the part that directly improves the requested deliverable.
135	- LinkedIn Ads Best Practices: apply only the part that directly improves the requested deliverable.
136	- SiriusDecisions — Demand Waterfall: apply only the part that directly improves the requested deliverable.
137
138	### Deliverable Standard
139
140	A strong output from this skill includes:
141
142	- A crisp diagnosis of the current situation
143	- A recommended path with tradeoffs, not a generic list
144	- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
145	- A measurement plan with leading and lagging indicators
146	- Risks and edge cases called out before execution
147
148	### Adaptation Rules
149
150	- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
151	- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
152	- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.
153
154
155	## Related Skills
156	- campaign-analytics, attribution, content-marketing, landing-pages, ad-creative-strategy
157