Retika Majed

LinkedIn has become a powerhouse for B2B marketing, offering unparalleled access to a professional and engaged audience. Recently, I had the opportunity to attend a LinkedIn event where I gathered some valuable insights that are sure to elevate your LinkedIn advertising game.

The event highlighted the importance of a full-funnel approach and shed light on various upcoming features and strategies that will redefine how businesses engage with their target audience on the platform.

The Full Funnel Approach

One of the key takeaways from the event was the emphasis on a full-funnel approach for achieving success.

It is important to set goals for each level of the funnel. LinkedIn experts stressed that understanding the buyer’s journey is crucial, especially in the B2B space where the average sales cycle typically spans 6 to 9 months.

It’s essential to recognise it takes time to guide users from the top of the sales funnel to the bottom.

The 95-5 Rule

Another eye-opening concept introduced was the 95-5 rule, which states that 95% of potential buyers are not actively looking for your product or service when you target them – they are out-of-market.

To be successful on LinkedIn, you must strive to be the first brand which comes to mind for the remaining 5%. This requires a combination of a full-funnel approach and an “always-on” marketing strategy.

Metrics Matter at Every Stage

LinkedIn experts emphasised success at the top of the funnel may differ significantly from what’s considered successful at the bottom. As such, it’s crucial to highlight and track different metrics at each stage of the funnel to ensure a well-rounded understanding of your marketing efforts.

Conversion API (CAPI)

The event also introduced the Conversion API (CAPI), a merger of two first-party data sources which link LinkedIn marketing efforts with marketing data from your server.

Implementing CAPI can lead to a remarkable 31% increase in attributed conversions and a 20% decrease in cost per action, making it a game-changer for businesses looking to optimise their LinkedIn advertising.

Smarter Retargeting Audiences

Assessing and pinpointing potential buyers according to their website interactions can be challenging.

Nevertheless, LinkedIn has introduced an innovative approach known as “Website Actions” to streamline the process of tracking new conversions and crafting retargeting audiences in real-time, all without requiring additional code. With this feature, you gain the flexibility to experiment with different retargeting audience segments throughout the sales funnel while also having the ability to exclude specific behaviours based on user interactions on your website.

Revenue Attribution Report

Syncing CRM data to Business Manager enables you to showcase LinkedIn’s impact on crucial sales metrics such as revenue and ROAS. It was revealed it takes an average of 12 to 13 touches before a member becomes a lead, underlining the importance of nurturing leads effectively.

Exciting Future Features

LinkedIn also provided a glimpse into several upcoming features, including custom event registration forms, click-to-message ads, a content hub, sponsored articles, and connected TV advertising— a beta-stage opportunity which demands significant investment.

Other future enhancements discussed at the event include dynamic UTMs, publisher reporting (validate which sites your ads run on when using Audience Network) and conversion lift tracking.

Don’t just advertise, invest in your LinkedIn success!

We can assist with executing a successful full-funnel approach campaign by harnessing the exciting new features LinkedIn has to offer. With our support, we can elevate your brand and maximise your achievements on the platform.

Ready to supercharge your LinkedIn advertising? Contact our experts to maximise your ROI!

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