LinkedIn Provides B2B Marketers With Improved Insights And Targeting

LinkedIn has announced changes to its Campaign Manager platform targeted at providing better data and targeting tools to businesses looking to grow their in-app promotions in the business-to-business sector.

LinkedIn’s “Company Engagement Report” will be replaced by “Companies,” which has “more robust features” aimed to assist marketers in understanding how companies interact with their brand, according to the social network.

Brands may use the upgraded engagement hub to evaluate engagement levels (low, medium, high, and very high) and experiment with new filtering options, as well as paid and organic metrics that can be adapted to in-app campaigns.

Marketers can now save their reports as audiences for use in future campaigns.

LinkedIn has also released an updated data-driven attribution report, which provides additional insight into how specific elements of a brand’s marketing efforts influence lead generation by identifying key touchpoints in the customer journey and assisting brands in “understanding which campaigns, ads, and tactics have the greatest impact.”

Brands will also notice a new “Measurement Insights” option in the Campaign Manager portal, which provides overviews of member, company, campaign, and ad type data to assist marketers in evaluating the business effect of their marketing efforts in one unified place.

The company said early feedback on the new tab has been good, indicating that marketers are “eager for insights that justify their LinkedIn ad spend.”

Last but not least, LinkedIn is introducing “Qualified Leads Optimization,” which allows marketers to customize their advertising to target leads who satisfy particular sales or marketing requirements.

The company says, “By connecting your CRM via CAPI [LinkedIn’s conversions API], you can share examples of qualified leads, and our optimization tool will find similar prospects.” The feature promises higher conversion rates and lowers wasted spend by focusing on high-quality leads that are most likely to convert.