LinkedIn Debuts New B2B Marketing Tools To Incentivize Ad Spend In Face Of Recession

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New LinkedIn B2B features aim to give marketers a leg-up on measurement, brand suitability and engagement as a recession rears its ugly head.

LinkedIn today announced the rollout of a suite of new product offerings designed to help businesses get more out of their business-to-business (B2B) marketing efforts on the platform.

It’s part of the company’s larger strategy of engaging B2B brands – and driving continued advertising spend – in the midst of increasing economic uncertainty.

Announced at the company’s inaugural B2B marketing summit B2Believe, the new offerings include new measurement capabilities and a handful of fresh ad formats that aim to help improve campaign measurement. They include the following:

1. Revenue Attribution Report: This new measurement platform provides a more granular look into how their campaigns impact revenue. It seeks to help marketers understand the tangible business impacts of their initiatives in plain language.

The development will be an especially welcome one for marketers who need to communicate returns on investment in easy-to-understand language to their counterparts in the C-suite and other business stakeholders.

“The first and foremost rule for every CMO is to speak the language of business relevance,” says Margaret Franco, chief marketing officer at B2B financial software firm Finastra. “It’s important to benchmark using metrics like share of voice and reach, but CMOs need to clearly articulate the impact in financial outcomes – for example, if you spend one dollar in marketing, you get three dollars back in revenue – to be heard, as well as valued. In marketing, it’s all about talking to your stakeholders in their language, and that applies to your executive team as well as customers.”

2. Brand Safety Hub: This new platform, created in collaboration with media measurement and verification firm DoubleVerify, aims to provide B2B marketers with valuable insights into where they can and are serving…


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About the Author: V. Moss