Is LinkedIn an Effective B2B Marketing Channel?

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We studied eight brands that offer a CRM Lead Management product (e.g., Marketo, Eloqua, etc.)

• Four “challengers” and four “leaders” according to Gartner’s Magic Quadrant

In Q1 2014, seven of these brands ran LinkedIn Sponsored Updates in the U.S., engaging 21K members.

• We surveyed 950 of these members

Methodology

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B2B decisions makers do engage with LinkedIn Sponsored Updates56% of those who engaged with a Sponsored Update were B2B purchase decision makers.

Decision makers consume content even when they are not in marketAlthough 34% of B2B decision makers who engaged were in-market, 66% were not in-market.

Engagement on LinkedIn results in higher awareness and consideration ‘Challenger’ brands in particular saw a 2x increase in brand consideration after engagement with Sponsored Updates.

Summary of Key Findings and Implications

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Increase engagement by customizing your content to different types of decision makers, and find them using LinkedIn’s accurate targeting.

Nurture decision makers before they are in-market to buy, so you can be top of mind at the time of purchase. Engage them with broad-based content, such as industry news.

LinkedIn is a powerful tool for both ‘Leader’ and ‘Challenger’ B2B brands to build awareness and knowledge about their company.

Key Findings Implications

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Sponsored Updates reach purchase decision makers (DMs)

I had little to no influence

I had moderate influence

I had strong influence

I was the primary decision maker

44%

16%

22%

18%

Among people who engaged with 1 or more Sponsored Update:

56%influenced purchase decisions

During the first three months of this year, how much influence did you have on purchase decisions for CRM Lead Management solutions at your company? This is also sometimes referred to as Marketing Automation tools . N=950

During the first three months of this year, was your company considering purchasing a CRM Lead Management solution? N = 534

34%of these DMs

were in-market for a purchase

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These decision makers actually purchase

Did your company make a decision and purchase a CRM Lead Management product? N=131

Among DM’s who were in-market, 2 out of 5 made a purchase

42% 42%

14%

Made a purchase Are still considering Decided not to purchase

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Engagement with Sponsored Updates resulted in higher brand awareness, especially for “challenger” brands

Brand awareness among decision makers who were in-market for a product

Leader Brand Challenger Brand

56%

43%

51%

22%

Engaged with Brand’s SU

Did not engage with Brand’s SU

Which of the following CRM Lead Management products have you heard of?

2xhigher

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Similar increases were seen for brand consideration

Leader Brand Challenger Brand

28%26%

22%

10%

Engaged with Brand’s SU

Did not engage with Brand’s SU

Which of the following CRM Lead Management products did your company consider purchasing?

Brand consideration among decision makers who were in-market for a product

2.5xhigher