B2B marketing and buying is a journey: we promise to build you the map

We know that many of you in B2B marketing face an uphill climb. It’s getting harder to demonstrate the impact of your campaigns on revenue, given the long, group-based nature of the B2B purchase cycle. While 78% of marketing leaders believe maintaining or increasing spend will accelerate their companies’ recovery, it’s going to be a battle to justify your budget if you can’t map your efforts to results.?

Knowing that 90% of you believe that improving CFO understanding of marketing ROI is key to bolstering future budgets, it is critical to prove that your strategy is working. It’s why we’re bringing you together with fellow marketers, today, for our first-ever event dedicated to B2B marketing, B2Believe . It’s where we’ll promise to chart a new path for B2B with solutions to help you measure and map your campaigns to business impact, while continuing to help you dial up the creativity to remain top-of-mind for buyers.?

Measuring Business Impact

In a new global study, 77% of CMOs feel under pressure to prove greater short-term return on investment on their marketing campaigns. Translating marketing results into financial language the C-suite can recognize is critical. To help you better understand the impact of your efforts on the bottom line and implement more strategic plans in the future, we’re introducing the Revenue Attribution Report. Our new measurement tool connects your CRM data to your LinkedIn marketing campaigns, measuring the impact of your work on sales metrics, like revenue influenced and return on ad spend.?

Improving Searchability

As a marketer, you know that staying top of mind for potential buyers is crucial, so it’s no surprise that 67% of marketing leaders across the globe are planning to increase or maintain their spend on brand building to stay relevant. Many of you use LinkedIn Newsletters, which now have close to 180 million subscriptions, to build your brand and share insights. To make the content you publish on LinkedIn more searchable across the internet, we will add SEO titles, descriptions and tags for your Newsletters and Articles. We’re also making it easier for members and buyers to search for products on LinkedIn, enabling you to seamlessly connect with potential customers when they’re ready to buy.

Reaching the Right Audience at the Right Time

We know that B2B marketers need better ways to humanize and personalize how they engage with potential buyers on LinkedIn. It’s why we're introducing Click-to-Message Ads in the coming months: buyers that click on your ad can instantly start a message with your brand directly from the LinkedIn feed. Not only does this new format help you better understand buyers’ intent and interest, but it also helps you to guide them through every touchpoint along their purchase journey. We’re also introducing Conversation Starter Ads to help you begin meaningful conversations with members directly from your LinkedIn Inbox to drive conversations with the right audiences more frequently.*?

With more than 59 million companies using LinkedIn Pages to organically build their brand, cultivate a community, and have meaningful discussions, we know how important it is to authentically connect with your audience. Buyers don’t just want to hear from a company; they want to hear from an expert within your organization who understands them and the challenges they face. We’re tapping into the power of storytelling with a new format that will enable you to promote individual employee posts, with their approval, from your company Page, helping you more effectively engage with your audiences and humanize your brand.

Protecting Your Brand?

Creating a safe and trusted professional community for our 875 million members continues to guide our innovation. As our business grows, so do the ways we are working to help you reach B2B buying groups and scale your campaigns on LinkedIn and beyond.??

According to research, one in four CMOs and CFOs will rely on third parties, like technology and marketing partners, to support the value of their work over the next six months. With a large ecosystem of partners, we know you need greater control over where and how your brand shows up off LinkedIn. With our new Brand Safety Hub , you can find a list of the third-party publishers we work with to help you scale your campaigns, create allow lists to prioritize suitable domains that align with your work, and use DoubleVerify’s brand suitability and custom controls to determine where your campaign impressions are delivered, aligned to your brand values, across the LinkedIn Audience Network.

Investing in a Buyer-Led Future

We are excited to help you continue to reimagine how you connect with buyers and influence company revenue. With a challenging year ahead, it is essential to measure the influence of your success on the bottom line and invest in ways to personalize B2B buying. We look forward to working with you to shape this new experience and build a better future for B2B marketing, together.

Methodology

LinkedIn commissioned YouGov to survey 2,929 C-level executives - including 494 CMOs - across the globe (United States, United Kingdom, Ireland, France, Germany, Netherlands, Italy, Spain, Sweden, United Arab Emirates, Brazil, Mexico, India, Singapore, Australia, China and Japan) from organizations with 1,000+ employees and annual turnover of 280M+ million between September 27 to October 19 2022. The survey was conducted online.

LinkedIn’s B2B Marketer Sentiment study was also referenced - research run by YouGov of 1,703 senior B2B marketing leaders in the United States, United Kingdom, France, Germany, Netherlands, Italy, Spain, United Arab Emirates, KSA, Brazil, Australia, India and Singapore conducted from September 13 to September 30, 2022. The research was conducted online.

*Conversation Starter Ads will not be available in the EU.