E102: Intent, LinkedIn Ads & ROI: AJ Wilcox and Neelam Agarwal on B2B Targeting with 6Sense

What happens when you combine second-party intent data from 6Sense with the world’s most expensive ad platform, LinkedIn?

In this episode of B2B Marketing Futures, host Joaquin Dominguez explores how top marketers are using intent platforms like 6Sense to drive high-performing, cost-effective LinkedIn campaigns. Joined by AJ Wilcox, founder of B2Linked and leading expert on LinkedIn Ads, and Neelam Agarwal, Senior Digital Marketing Manager at Pure Storage, we unpack practical strategies for aligning targeting, messaging, bidding and attribution across the funnel.

👉 Learn how Neelam uses real-time 6Sense signals to build dynamic LinkedIn audiences that evolve by funnel stage

👉 Hear AJ’s tips on when not to trust LinkedIn’s “Max Delivery” bidding and why micro-segmentation is critical

👉 Explore how document ads, retargeting and creative testing help convert awareness into pipeline over long sales cycles

👉 Understand the difference between demand capture and demand creation, and why intent data isn’t always what it seems

We get specific on:

• How to break down first, second, and third-party data
• Why ad format matters for intent-driven targeting
• When to use video, document ads, and lead gen forms in a multi-stage funnel
• How to benchmark bidding strategies by geography, not just industry

If you're a B2B marketer using or considering LinkedIn Ads, 6Sense, intent-based targeting, or just want a smarter way to approach campaign performance, this episode is packed with real, tested advice.

🎧 Featuring:

AJ Wilcox – Founder, B2Linked

Neelam Agarwal – Senior Digital Marketing Manager, Pure Storage

Host: Joaquin Dominguez – Head of Marketing, Adzact

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