LinkedIn's New Companies Engagement Tab: A Game-Changer for B2B Marketing

Following the launch of LinkedIn's new "Companies Engagement Tab" feature, here's a comprehensive article that delves into its potential and highlights its significant benefits for the B2B marketing landscape:

LinkedIn's New Company Engagement Report: A Game-Changer for B2B Marketing

LinkedIn has recently introduced a powerful new feature in its advertising platform: an enhanced Company Engagement Report. This tool is set to revolutionize how B2B marketers approach account-based marketing (ABM) and measure the impact of their LinkedIn efforts.

Key Features and Benefits:

Comprehensive Engagement Tracking: The new report allows marketers to view detailed engagement data for any account interacting with their LinkedIn content, both paid and organic. This is a significant upgrade from the previous version, which only showed engagement for accounts that were manually uploaded to LinkedIn Ads[1][2].

Detailed Metrics: The report provides a wealth of data points, including:

- Company engagement level

- Organic and paid engagement/impressions

- Paid clicks and leads

- Date of activity (7 to 90 days)

- Company size and country[6]

Enhanced Targeting Capabilities: Marketers can now create dynamic or static lists based on engagement levels and other criteria, enabling highly targeted campaigns[2].

Sales and Marketing Alignment: This tool facilitates better coordination between sales and marketing teams, especially for ABM strategies. Marketing can now provide sales with valuable engagement and intent signals[5].

Improved Attribution: The ability to track engagement across both paid and organic efforts makes it easier to demonstrate the impact of LinkedIn activities on pipeline generation and conversions[5].

Strategic Applications:

1. Dynamic Segmentation: Create custom rules to build dynamic company lists based on engagement levels. For example, target companies with high engagement using middle or bottom-of-funnel content[5].

2. Campaign Chaining: Develop a series of campaigns where each serves as an engagement filter for the next, creating a sophisticated nurture journey[5].

3. Retargeting: Leverage the new filters to create smart remarketing lists, allowing for more precise audience targeting[6].

4. Cost Control: Use engagement data to create exclusion lists, helping to optimize ad spend and avoid high costs for less engaged accounts[6].

5. Sales Prioritization: Identify companies with sudden increases in engagement as prime targets for sales outreach[5].

Future Potential:

While the tool is still in beta and has some limitations (e.g., 90-day maximum time window, and

limited export capabilities), its potential is significant. With LinkedIn's focus on API development, we may soon see integrations that allow this engagement data to flow directly into CRM systems, opening up even more possibilities for sophisticated B2B marketing strategies[5].

In conclusion, LinkedIn's new Company Engagement Report represents a significant leap forward in B2B marketing capabilities. Providing unprecedented visibility into account-level engagement across paid and organic efforts empowers marketers to create more targeted, effective campaigns and demonstrate clear ROI from their LinkedIn activities.