Home › Client playbook
Client playbook — discovery, objections, reviews
In one sentence
Seven discovery questions, seven objections with answers, a 30-minute QBR skeleton and a weekly hygiene list.
7discovery questions3numbers max in a QBR>5frequency = fatigue<30%penetration = bid too low
1 First meeting — discovery›2 Proposal + IO›3 Set-up: tag, forms, CRM›4 Launch + weekly hygiene›5 QBR›6 Renew / upsell
Discovery questions (first meeting)
- What does a good lead look like — MQL definition, SQL rate, ACV, sales cycle length?
- Who is the buying group: functions, seniorities, company sizes, countries?
- Do you have a target account list? CRM? Insight Tag installed? Consent set-up?
- Current channels and their CPL / cost per opportunity — what would make LinkedIn a win?
- Budget, runway, and who signs: marketing or sales? Agency involved?
- Content available: case studies, videos, executives willing to post (TLAs)?
- How is success reported internally — pipeline, revenue, brand?
Objections and the answer
| Objection | Answer |
|---|---|
| "LinkedIn is too expensive." | Compare cost per qualified opportunity, not CPC. Show demographics of who clicked. Document ads / retargeting bring CPL down. |
| "We tried it, no leads." | Ask: objective? audience size? LGF or landing page? Audience Network on? How long? Usually a set-up problem — offer a Campaign Success review. |
| "We get leads from Google already." | Google captures the 5% searching; LinkedIn reaches the 95% before they search and lowers Google's CPC (brand-search lift). |
| "Can't prove ROI." | Insight Tag + CAPI + CRM connection → Revenue Attribution Report; Conversion Lift for the sceptics. |
| "Our audience isn't on LinkedIn." | Show audience forecast for their titles in DACH live in Campaign Manager. |
| "Datenschutz." | Hashed matching, consent-based tags, EU data residency talk-track, no individual-level reporting (≥ 300 members). |
| "Sales Navigator is just a fancy search." | Intent signals, alerts, TeamLink, CRM sync, InMail response rates; SSI before/after pilot. |
QBR structure (30 minutes)
- Goals we set → results (3 numbers max: spend, cost per SQL/opportunity, pipeline)
- What worked / what didn't — audiences, formats, creative, with demographics proof
- Companies tab: engaged accounts handed to sales
- Next quarter plan: budget, tests, new formats (TLA, document, CTV), measurement upgrades (CAPI, RAR)
- Ask: renewal / upsell / Sales Navigator seats
Weekly account hygiene
- Pacing vs IO · rejected ads · frequency > 5 · Audience Network share · leads syncing to CRM · penetration < 30% · creative age.
Remember
- Discovery is about their definition of a good lead and who signs — not about LinkedIn.
- 'Too expensive' → cost per qualified opportunity. 'No leads last time' → it was a set-up problem; offer a review.
- Every QBR ends with an ask: renewal, more budget, or Sales Navigator seats.