How to Win with Small Businesses | The LinkedIn Playbook

Small and medium-sized businesses power the global economy. They represent 95% of all companies, generate half of global GDP, and move fast  by adopting new tech, pivoting to new opportunities, and making buying decisions at speed.

For marketers, that makes SMBs a huge opportunity, but also a unique challenge. They don’t behave like enterprise buyers, and reaching them takes a different playbook.

This playbook shares how LinkedIn drives results with SMB audiences and how you can do the same. You’ll learn how to:

• Segment SMB audiences by industry and growth stage
• Build full-funnel campaigns that capture intent and drive conversions
• Create messaging that speaks to their immediate priorities
• Use ad formats and measurement tools that prove ROI

With real examples, data-driven tactics, and insights from LinkedIn’s own marketing team, this guide will help you turn SMB prospects into long-term customers.