The B2B Marketer’s AI Search Action Plan
John Woods
April 29, 2026
As the AI search landscape shifts before it settles, we provide four pragmatic steps you can take now to optimise AI search tools for demand capture.
Subheading
LinkedIn Lead Gen Forms have been around for years now. They are a great way to capture leads from within the LinkedIn platform. They negate the need for a landing page, and they de-risk user drop off when switching from LinkedIn to another tab.
On this page:
Lead Gen Form vs Sponsored Content
We get asked all the time, when should you use a Lead Gen Form vs Sponsored Content (or another ad format)?
To help with that decision, we’ve developed a handy decision tree. It’s deceptively simple and, although a little tongue-in-cheek, the principles are genuine.
Ready to start your campaign?
A couple of more things to keep in mind:
Lead Gen Forms are prepopulated with the users details (yay!)
But many LinkedIn users have their personal email addresses as their primary email address and don’t always have up to date information (boo!).
And if you don’t spend time on creating properly targeted audiences and useful content, there isn’t a decision tree in the world that will make those campaigns successful.
Need help from an expert? Get in touch for a free 30-minute consultation.
On this page:
Subscribe
Receive our biweekly newsletter and stay up to date with the latest B2B digital marketing news and insights.
Lead Generation is Dead, Long Live Demand Capture
John Woods
April 29, 2026
This blog is for every marketing team currently organised, incentivised, and optimised around lead generation: your current strategy could kill your brand in the age of AI.
Why We Love AI Content Engines
Jennifer Esty
March 10, 2026
Although AI has changed how content is created, it has not changed why most content underperforms. Find out how AI content engines can change that.