LinkedIn’s looking to provide marketers with expanded insight into how their campaigns influence company purchases, with a new addition to its Revenue Attribution Report that will show how different people from a target company have engaged with your ads.
As explained by LinkedIn:
“In B2B sales, buying decisions are rarely made alone – they often involve a buying committee of six to ten stakeholders, each influencing the path to purchase. Company-level attribution helps marketers understand the impact of their campaigns across multiple individuals and touchpoints, from initial engagement to closed deals.”
The expanded report will provide more specific insight into how people from a target company interact with your ads, so you can get a better understanding of the broader purchase journey.
As LinkedIn notes in the explainer here: “Company attribution is based on touch points from any LinkedIn members mapped to the company of the opportunity.”
So when any LinkedIn user from a target company engages with your ad, LinkedIn will track that engagement, providing more insight into the full path to purchase, and how many direct engagements occur within that chain.
“When paired with Companies Hub, which tracks how target companies engage with your brand, these insights become even more actionable. Marketers can identify highly engaged companies, retarget open opportunities, and tailor campaigns to speed up the sales process. By analyzing closed deals, they can also pinpoint the industries and company sizes that convert best, fueling smarter targeting, faster cycles, and stronger revenue outcomes.”
So now you’ll have more insight into how your campaigns evolve and gain traction, and the key touchpoints that can lead to sales.
That could lead to improved targeting in future, by focusing on key areas of opportunity, and understanding who you need to gain traction with to secure take-up.
It’s an interesting update, which will provide more food for thought for your LinkedIn campaigns.
You can learn more about LinkedIn’s updated Revenue Attribution Report here.
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