To be successful, B2B marketers need to do two things well: 1) generate compelling content and 2) reach their target audience when they are likely to consume it. Like trees falling in a forest, compelling content only delivers positive ROI if it’s actually viewed by the right people. This begs the question: Are B2B content marketers successfully engaging their target audience on LinkedIn? Based on the results of our recent study, the answer is a resounding “yes.” For details on the study and the findings, continue reading.

1. Is LinkedIn an Effective
B2B Marketing Channel?

2. 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
2
Methodology

3. B2B decisions makers do engage with
LinkedIn Sponsored Updates
56% of those who engaged with a Sponsored
Update were B2B purchase decision makers.
Decision makers consume content even
when they are not in market
Although 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.
3
Summary of Key Findings and Implications
1
2
3
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

4. 4
Sponsored Updates reach purchase decision makers (DMs)
44%
16%
22%
18%
I had little to no influence
I had moderate influence
I had strong influence
I was the primary decision maker
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

5. 5
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

6. 6
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
56%
43%
51%
22%
Leader Brand Challenger Brand
Engaged with
Brand’s SU
Did not engage
with Brand’s SU
Which of the following CRM Lead Management products have you heard of?
2x
higher

7. 7
Similar increases were seen for brand consideration
28%
26%
22%
10%
Leader Brand Challenger Brand
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