Level Up Your B2B Strategy with LinkedIn’s Exciting New Offerings
After a tough year with tighter budgets and a big push to prove ROI, B2B marketers are feeling pretty optimistic about the future. According to LinkedIn’s new 2024 B2B Marketing Benchmark, nearly 9 in 10 marketers are confident they can drive revenue in the coming year. To pull this off, they need to focus on building relationships and fostering “collective confidence” among buyer groups, including decision makers and brand advocates.
That’s why LinkedIn is rolling out new offerings to help B2B marketers like you build your brand, engage with our community of one billion professionals, and reach all members of the buying group. Here’s what’s new:
The Wire Program
With 75% of US adults spending up to two hours a day watching short-form video content, and video uploads on LinkedIn up 45% year-over-year, we’re testing a new initiative that lets you promote in-stream video ads alongside trusted publisher content.
Expanded AI Capabilities
Last October, LinkedIn started testing Accelerate, and the results have been stellar. Advertisers are creating campaigns 15% more efficiently and driving a 52% lower cost per action compared to classic campaigns. So, LinkedIn is adding new functionalities, including the ability to draft engaging creatives with Microsoft Designer and refine targeting by excluding specific companies and third-party lists. Plus, there’s a new AI marketing assistant to guide you through campaign creation.
Building Your Brand with Sponsored Video Content
With only 5% of B2B buyers in the market for a new purchase at any given time, staying top-of-mind is crucial. LinkedIn is testing the Wire Program with a select group of publishers like Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo Finance to help you reach buyers consuming more digital video.
Reaching B2B Buying Groups Faster and Driving ROI with AI-Generated Campaigns
With 66% of B2B marketers already using generative AI in their work, AI is becoming a workplace staple. According to LinkedIn’s 2024 Work Trend Index, users say AI helps them save time (90%), focus on important work (85%), and be more creative (84%). To help you achieve your campaign goals, LinkedIn is introducing new functionalities in Accelerate:
Telling Your Brand Story with AI: Microsoft Designer is integrated into Accelerate to help you build and customize creatives. Just describe what you’d like or upload your own image, and Designer offers multiple options with varied imagery and text overlays, which you can further customize.
Enhancing Targeting with Your Data: With Accelerate, you can combine your data (like customer lists or conversions) with LinkedIn’s platform data to find people more likely to take action on your ad campaign. You can also layer in targeting exclusions like company and third-party lists.
Building Better Campaigns with Conversational Assistance: LinkedIn’s AI marketing assistant can answer questions, provide insights to improve your campaigns, recommend adding data sources for better targeting, and even adjust your budget.
LinkedIn is continuing to expand Accelerate, including an option for AI-drafted copy in English, and it will be available to all customers globally in the coming months.
“Accelerate Campaigns far surpassed the lead conversion performance we saw from even our best-performing manual audiences for Calendly. The Lead Form Completion rate increased over 3X and delivered a 66% cheaper cost per lead (CPL). The higher conversion rates and more efficient CPLs really convinced me this works.” — Sean Johnston, VP, Advertising, Closed Loop.