B2B Events on LinkedIn
Events are the top marketing channel for B2B brands, whether in person, virtual, or a hybrid blend of the two. LinkedIn is uniquely placed to power them, turning its professional network into lasting connections and industry thought leadership.
An event isn’t a single moment. It runs on a cyclical lifecycle, and every stage, before, during, and after, is a chance to engage members across both virtual and in-person experiences.
The Impact
As lead designer, I rebuilt the event ad to adapt across the event lifecycle, keeping the livestream at its center and letting members preview it before registering. Beta-launched at Dreamforce, it drove a clear lift in views and registrations.
Beyond the format, I shaped the vision for the future of events on LinkedIn, aligning leadership around a lifecycle strategy that serves both attendees and marketers.
20x
Views vs. organic content
3x
More registrations vs. organic
2x
ROI vs. competition
Lead Product Designer
2024 · 6 mos.
Eng, Product, research & marketing
Event ad format
Events have a cyclical lifecycle — and every stage is a chance to engage members. Original ad format didn't update the creative depending on the event (upcoming, live, ended). Updated design prioritizes showing the live event across the lifecycle.
[Before] Live event ad
[Final] Live event ad w/preview
Building a Vision for Events
I built alignment across the team through faciliating workshops - moving from early sticky notes, documentation, to a low fidelity shared storyboard. Alignment on the user journey and jobs to be done were critical before moving into prototyping
Upcoming Event ad
Discover Events
Members discover events on LinkedIn, learn more, and connect with attendees — all before the event begins.
Day of the Event
LinkedIn guides you through the event — from registration and schedules to finding the right people to meet.
Event Recap
The event doesn't end when it's over. Members recap moments, share takeaways, and keep conversations going — with LinkedIn acting as a personal CRM to nurture the connections they made.
Reflections
This project required not just designing to spec, but shaping the strategy behind it — aligning research, marketing, product, and leadership around a shared vision for where events could go. Key learning from this work was the importance of rallying the team and allowing leadership to join earlier to help shape decisions for alignment.