The LinkedIn report reveals 5 important trends that redress the B2B marketing

A new LinkedIn report shows how companies change their approach to measuring marketing success.

The report is based on the findings of managers from Microsoft, ServiceNow, PWC and other global companies, five important trends that redress the measurement strategies.

1. Sales -oriented metrics

Marketers are now focusing more on sales -related metrics than on conventional costs per lead.

Managers take over tools that synchronize CRM data with campaign binding. These tools bridge the gap between marketing activities and business results and show how specific efforts do business.

Further critical shifts are:

• Marketing qualified leads (MQLS) are no longer the primary metric because their conversion rates are inconsistent.
• There is a larger focus “Remove pipele”What relates to business that are generated by marketing and“ and “and“Influences pipeline“Which measures the effect of several points of contact in marketing.

Servicenovs Vivek Khandelwal found:

“You can talk about click rate, costs per click and costs per impression all day, but what is ultimately important for business are the metrics. It is about how many customers we win, how many options we create and which ROI that we generate for marketing investments. “

Alex Venus of Personios emphasized:

“Our North Star Metrik is a qualified pipeline, which means an opportunity to look after your sales staff, which should be converted with a rate of 25% or more.”

2. Roi frameworks for brand marketing

CFOs now have to prove that branding works financially. This means that marketers have to prove how their consciousness efforts lead to sales results.

The report is:

“The focus is on the cost of marketing results at the value of these results. For marketers, this means reporting about KPIs that correlate in a clear and consistent way with sales – at a speed that can believe both sales and finances. “

Teams are to justify the brand expenditure:

• Separation of brand and demand budgets Optimize expenses.
• Executing campaigns focus on specific High quality accountsThen follow Deal Timelines for correlation.
• Balancing the engagement (e.g. brands search growth) with pipeline influence.

3. AI-powered attribution models

B2B buying groups are larger and often 6 to 10 members.

As a result, marketers now use machine learning models instead of outdated last-touch attribution methods.

Julien Harazi, head of the lead generation at Cegid, said in the report:

“As a B2B marketer, our world has become much more complicated. All points of contact are intertwined and it can be difficult to understand the buyer trip and determine where the value in terms of their marketing comes from. “

Exciting emerging solutions:

• LTV analysis (lifetime value) according to the channel/segment
• Modeling of Medienmix for the evaluation of Kreuzkanal syngies
• Integration with LinkedIn Sales Navigator for travel assignment at the account level

4. Multi-time frame measurements

Managers now measure the performance over three schedules to compensate for immediate optimizations with long -term growth:

1. Real time: Cost-per-qualified lead optimizations
2. In the medium term: 3–12 weeks of pipeline Roas
3. Long -term: LTV-improved ROI that includes brand investments

This approach helps the teams to avoid short -term profits and at the same time to underestimate brand formation.

Sveta Freidman, Global Data & Analytics Lead at Xero, States in the report:

“One of my goals is to create an understanding of the lifetime value to the channel, segment level and platform so that we can optimize our approach about the best results for our business.”

5. Uniform real-time dashboards

With 73% of the marketers who list new data as a top challenge, integrated analysis tools are critical.

The solutions that gain dynamics include:

• LinkedIn INSIGHT-TAG for behavioral tracking with crosshand
• Hybrid metrics balance the commitment of the brands and the demand signals
• Predict AI

What does this mean for marketers

The report underlines the value of measurement for brand growth.

These three priorities should be emphasized for B2B marketers:

1. Connect metrics with income.
2. Use tools such as multi-touch attribution and brand lift studies to evaluate demand and brand effects.
3. At the same time optimizations in real time with long-term customer value analysis.

The success in B2B marketing depends on its ability to implement data into a language that is in line with CFOS and managing directors.

Download the full report for further details.