LinkedIn - New CRM & Data updates mean serious business.

It seems that LinkedIn has increased the pace of updates lately and it might be hard to follow. No worries, the below are the really important ones you should be aware of. The most important news - LinkedIn and HubSpot are finally integrating properly. It's not perfect but it's the start and it's a must to any B2B marketer and sales person.

LinkedIn CRM Sync

First and foremost, this is the biggest update: LinkedIn Finally introduced a two-way integration between the LinkedIn Sales Navigator and HubSpot! Now you can improve the quality of your sales pipeline and prospect smarter and more effectively, while automatically keeping your HubSpot data up-to-date.

It's really simple to set up - simply log in to HubSpot in the same window where you're logged into LinkedIn Sales Navigator to kick off the sync.

As the next step, set up which objects you want synced and start tracking. You can sync: contacts, accounts, opportunities, users, notes, calls, connection requests, smart link views and inMail. You can also set up alerts and intent signals, so that LinkedIn Sales Navigator can help uncover more leads.

As your LinkedIn contacts are now synced to HubSpot, you'll get alerts when HubSpot records are out of date and you'll be able to update them with a single click.

Now don't expect miracles at first, as you can only send contacts one by one, but it does allow you to sync notes and other information about leads with HS directly which strengthen the integration significantly. It also allows you to push data from HS to LinkedIn Navigator so you can always work on the same accounts. Definitely a must.

Revenue attribution report

As a side effect of connecting LinkedIn Navigator to HS, you can now run a newly introduced revenue attribution report and visualize exactly how LinkedIn is impacting your pipeline and revenue. This is a very early stage but it does allow you to see which campaigns impacted your bottom line more.

I've been working with this for a few days and I am not sure how helpful it is right now. I hope they'll show which companies and deals were impacted and which creative made more impact. That could really be beneficial for optimizing LinkedIn efforts.

Premium Company Pages

LinkedIn is currently testing Premium Company Page subscription, offering AI-assisted content creation and tools designed to enhance visibility and engagement for SMBs. At $99.99/month, it's not clear what's the value here for business owner. I doubt they'll prioritize your pages in the feed if you pay but hey, Musk did this with Twitter so who am I to complain.

Dynamic UTMs

It's been around for a few months and more like catching up, but LinkedIn's new Dynamic UTMs promise a seamless integration into your marketing campaigns, boosting efficiency by automating UTM tagging. No more manual inputs—set it once, and watch as your analytics tools, like Google Analytics, dive deep into enriched data directly from your automatically customized URLs.

LinkedIn CTV Ads

LinkedIn CTV Ads is a new ad format in partnership with NBCUniversal, which allows you to extend your reach beyond traditional mediums and engage with your professional audience across a network of publishers like Paramount, Roku, Samsung Ads and more. I haven't tried it yet BUT, if they connect to more providers and use their own targeting data, it could be interesting to test if you have a high quality video. Coupled with a better attribution reporting, we might start seeing way more B2B ads on TV.

The WTF update - Games on LinkedIn?

LinkedIn seems to want to help you find a new job AND waste time in that job while playing games on its feed (could we even BE more on LinkedIn?). Obviously the idea is to incentivize us to stay more time on LinkedIn but it does push it in the direction of becoming another Facebook. Is that bad though ? Facebook used to be great for B2B in the old days....