In the face of some nervous glances at economic forecasts for 2023, LinkedIn has released new tools that provide deeper insight to help marketers measure success and ensure that budgets aren’t restricted by nervous bosses.
“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.”
B2B marketing certainly looks like it’s in rude health. A recent LinkedIn study found that 67% of 2,000 marketing executives worldwide plan to increase or maintain brand-building ad spending over the next six months.
Additionally, 90% of B2B marketers believe that the CFO’s understanding of marketing ROI is key to protecting and improving future budgets. Hence, LinkedIn will try and provide the tools to get buy-in from the top of the tree.
New tools to play with
LinkedIn’s new B2B solutions will help marketers track, measure and map campaigns to help them come up with data-driven solutions that deliver real value for money.
Speaking of, here are those tools.
Revenue Attribution Report
The Revenue Attribution Report is a measurement platform that looks deeper into how campaigns impact revenue and seek to show marketers how their efforts impact sales.
“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.”
Newsletter SEO Optimisation
LinkedIn Newsletters and Articles can now be optimised with enhanced SEO titles, descriptions and tags to make them searchable on the internet.
Good news for broadening your LinkedIn content’s reach and helping you connect with potential buyers on LinkedIn and via Search results.
LinkedIn has announced Searchable Products – a new way for people to search for products on LinkedIn. It should help businesses to connect with potential buyers and get them into their funnel.
Click-to-Message Ads is a new ad format that helps buyers start personalised messages with brands from a LinkedIn feed. An ad type like this is helpful for brands because it puts the customer front and centre and helps marketers boost customer engagement.
“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.”
Click-to-Message Ads have been around for some time over on Meta and are rapidly becoming one of the most popular ad formats across Facebook and Instagram. Therefore, LinkedIn’s move on messaging is hardly surprising, rather just a little late, given how much cheddar it brings for Meta.
Mark Zuckerberg, Meta CEO, October 2022
“We started with Click-To-Messaging ads which lets businesses run ads on Facebook and Instagram that start a thread on Messenger, WhatsApp or Instagram Direct, so they can communicate with customers directly.
And this is one of our fastest growing ads products with a $9 billion annual run-rate. And this revenue is mostly on Click-To-Messenger today since we started there first, but click to WhatsApp just passed a $1.5 billion run rate and growing more than 80% year-over-year.”
Conversation Starter Ads
Conversation Starter Ads let marketers appear in the inbox of members and are designed to drive conversations with the right leads. These ads are highly targetable, reducing ad spend waste by ensuring the right people see your messaging.
LinkedIn actually already has a few offerings similar to this, so it’ll be interesting to see if these are totally new or a rebranding of existing offerings.
Brand Safety Hub
A new Brand Safety Hub contains the details of third-party publishers vetted by LinkedIn, while DoubleVerify’s brand suitability and custom controls will make sure you know exactly where your campaign impressions are delivered.
“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.”