Fact: LinkedIn is an excellent network for B2B marketers to target their audiences. Its present reach and targeting capabilities, and the promise of future advertiser goodies like off-network display and remarketing, make it the premier destination for B2B marketers looking for laser targeted media campaigns to generate & engage leads in different stages of their respective buying cycles.
Take a look at a few key stats that illustrate LinkedIn's appeal as a demand generation destination platform for B2B marketers:
If you're already taking advantage of LinkedIn's advertising solution, and you're using a marketing automation platform to manage your leads, then you're probably aware of one significant challenge that may be inhibiting your ability to effectively extract insights from your media campaigns: combining LinkedIn's campaign data, i.e. spend, clicks, social engagements, budget and creatives, with lead quality data driven from your CRM or CRM-integrated marketing automation system .
The conversion tracking feature that LinkedIn released a couple of months ago definitely eased marketers' pain. And the use of UTM parameters made it possible to get at least partial campaign data into your CRM and subsequently to your program reports and analytics.
But the true gold lies within a report that takes all of the campaign data that you can download off of LinkedIn's campaign manager, and combines it with your CRM or marketing automation data.
That way, you can easily answer crucial questions like which campaigns were responsible for the most qualified leads, how many opportunities could be associated to a given campaign or creative and what's the developing trend for this KPI, what was the true ROI in a given time period, etc. For example, our own use case came from a need to identify a relation between LinkedIn spend and engagement, and lead quality indicators. For this, you need more than the plain LinkedIn campaign reports, and more than just new lead totals from your marketing automation system.
GDPR, or General Data Protection Regulation, may look like an innocent four letter word, but it’s been robbing sleep from increasingly more B2B marketing operations pros out there, mostly because of what they don’t know about it. The purpose of this post is to attempt to clarify at least some of the uncertainty that surrounds it, as far as marketers are concerned, to help you approach the subject without getting distracted by the horn blares of GDPR scaremongers running rampant out there, and so you can evaluate the implications for your marketing operations. In the following section, we will summarize the main aspects of the regulation, and then will do our best to give you practical advice and pointers, especially as far as your marketing automation setup is concerned.
Disclaimer: this article and anything written in it does not constitute legal advice, and any interpretation of it as such is the sole responsibility of the interpreter. Our purpose is to collect and organize in a single location the information we’ve gathered about GDPR from public domain sources, such as the UK’s ICO, as a service to the public, and specifically to our clients, actual and prospective.