Helping B2B Marketers Prove Campaign Performance with New Features

Categories: Research, Product News
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LinkedIn Corporate Communications

Nearly half of B2B marketers across the globe must justify their marketing spend to C-suite executives monthly*. The pressure is intense and with B2B buying cycles only getting longer, 87% of B2B marketers say it’s getting harder to measure the long-term impact of a campaign. That’s why we are continuing to invest in new ways to help B2B marketers optimize campaigns for better results using the Conversions API, and measure the impact of total LinkedIn marketing efforts on real business outcomes with Revenue Attribution Report (RAR). 

Why this matters: Since 78% of B2B CMOs state that proving campaign ROI became more important in the last two years, better understanding campaign success and translating it into a language the C-suite can understand is critical to securing future budget.

What B2B marketers are saying about measurement: Our new ‘B2B ROI Impact’ research*, which surveyed over 1,000 B2B marketers in the US, UK, France and India, reveals that marketers face continued pressure to find new ways to prove the impact of their work on company revenue. Global research finds:

  • The majority of B2B marketers say value metrics are stronger indicators of campaign success. 

  • More B2B marketers are pivoting their marketing strategy and reporting. 

  • Ninety-two percent (92%) of B2B marketers believe AI will have a positive impact on measurement. 

Dive deeper into the research in this article from our Head of Ads Measurement, Jae Oh.

As the B2B purchase cycle lengthens, it’s no surprise that nearly two in five B2B marketers struggle to translate the value of their marketing efforts on company performance to the C-suite.** Our new updates are designed to help B2B marketers get smarter on the ways buyers interact with their campaigns so that they can confidently measure the performance of their campaign and its impact on their business.

About the New Product Capabilities: 

  • Conversions API: With Conversions API, B2B marketers can connect their first-party data - both online and offline customer interactions - to LinkedIn to target audiences that are most likely to take action. When paired with campaign goals, this can be an incredibly effective tool to drive ROI. Beyond optimizing lead generation campaigns for impressions, click and general leads, marketers can now optimize for qualified leads—those that meet their marketing or sales-qualified criteria (MQLs or SQLs). By focusing on high-value prospects who are ready to engage, this optimization increases sales team acceptance, accelerates pipeline movement, and drives stronger business outcomes. 

As a result, with Conversions API, marketers are achieving on average a 31% increase in attributed conversion, seeing a 20% decrease in cost per action, and early results show a 39% decrease in cost per qualified leads. 

  • Revenue Attribution Report: When B2B marketers connect their opportunity and pipeline data to LinkedIn directly or through LinkedIn Marketing Partners, they can prove account-level impact of their campaigns on sales metrics with the Revenue Attribution Report (RAR). RAR enables advertisers to tie marketing efforts to real business outcomes with metrics, such as revenue influenced, return on ad spend, and pipeline. Knowing that B2B transactions often include multiple stakeholders and result in longer sales cycles, we recently introduced a 365-day lookback window in RAR to help demonstrate how long-term campaigns influence ROI. And, to provide greater data granularity, we’ve started to test new RAR functionality that gives advertisers the ability to see the ways in which customers engaged with a campaign to drive business revenue. 

What Customers Are Saying: Customers around the world share more about how they are thinking about B2B measurement and the success they’re finding using Conversions API and RAR. Read more about what customers are saying here. 

Availability: Both Conversions API and RAR are available globally through partner integrations and by API. In the coming months, we anticipate making the new RAR functionalities we are testing available to customers across the globe. 

Learn More: Learn more about today’s news in this article on LinkedIn.

 

*B2B ROI Impact’ Research Methodology

LinkedIn commissioned YouGov to survey 1,014 B2B marketers working for large companies, employing 250+ employees in senior management positions and higher (up to CMO), across the UK, US, France and India. All fieldwork was conducted online between 29th November - 20th December 2024.

**2024 B2B Marketing Benchmark Methodology

LinkedIn commissioned Ipsos to survey 2,000+ global B2B marketing leaders, including 448 CMOs, in the US, UK, Germany, France, India, Australia, Singapore, and Brazil to examine the state of B2B, budgets and outlook, priorities and challenges, and how their roles are evolving. The research was conducted online between March 1 and March 29, 2024.