LinkedIn Offers Enhanced Insights, Targeting For B2B Marketers

LinkedIn has announced updates to its Campaign Manager portal aimed at delivering enhanced insights and targeting tools to brands eager to see their in-app promotions thrive in the business-to-business sector. 

Replacing LinkedIn’s “Company Engagement Report” is “Companies,” which includes “more robust features” designed to help marketers understand how companies are interacting with their brand, according to the social network.

Brands can access the enhanced engagement hub to check engagement levels -- low, medium, high and very high -- and experiment with expanded filtering options, as well as both paid and organic metrics that can be tailored to in-app campaigns. 

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Additionally, marketers can now save their reports as audiences for future campaigns.

LinkedIn has also included an updated data-driven attribution report, providing further insight in how specific elements of a brand’s marketing efforts influence lead generation by uncovering impactful touchpoints in the customer journey and helping brands “understand which campaigns, ads and tactics have the greatest impact.”

Brands will also see a new “Measurement Insights” tab in the Campaign Manager portal, which offers overviews of member, company, campaign and ad format data in order to help marketers better evaluate the business impact of their marketing efforts within one unified space. 

The company says that early feedback of the new tab has been positive, likely showing that marketers are “eager for insights that justify their LinkedIn ad spend.” 

Finally, LinkedIn is rolling out “Qualified Leads Optimization,” which invites advertisers to tailor their campaigns to target leads that meet specific marketing or sales criteria.

“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 company explains, adding that the feature promises higher conversion rates and reduces wasted spend by homing in on high-quality leads most likely to convert.

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