By Lee Odden

Being the best answer for your customers starts with understanding those customers through data. But in the last ten years, B2B marketers have watched reliable data signals start to fade into the background. Thanks to privacy mandates like GDPR and CCPA, plus tech shifts such as third-party cookie retirement and Apple’s App Tracking Transparency, the targeting and optimization playbook has been rewritten.

With fewer breadcrumbs to follow, B2B brands that want to deliver optimal content and advertising experiences to their customers have had to double down on first-party insights, and adopt fresh measurement models that can deliver insights in an environment with a lot less signal to draw from.

While the challenge is real, so is the opportunity to reimagine how we gather, interpret, and act on data so that B2B brands can deliver experiences on platforms like LinkedIn that are both buyer-centric, relevant and actionable across the customer journey – exactly what Best Answer Marketing is all about.

What better source to learn about full funnel campaigns and optimizing performance on LinkedIn than from the pros at LinkedIn itself?

I had an opportunity to do just that with a presentation at Adobe Summit from Jessica Cross, Senior Partner Marketing Manager, Measurement at LinkedIn and Baaber Malik, Lead Customer Solutions Engineer at LinkedIn. Drawing on my notes from their presentation plus a bit of research from LinkedIn Marketing, here’s how B2B marketers can better understanding B2B signals, how LinkedIn Ads and Adobe’s Real Time Customer Data Platform (RTCDP) integrate and 3 winning plays for full funnel success on LinkedIn.

Signals are fading: What it means for B2B marketers

The signals we use to power our marketing have been disappearing over the past decade. The change is hard to perceive, but with regulations and changes to tracking technology, we have less signals to use to optimize our marketing.

For B2B marketers to better prove the impact of top of funnel brand campaigns, optimize their middle of funnel campaigns for meetings and opportunities and win back churned customers with bottom of funnel targeting, marketers are turning to key integrations between Adobe Real-Time CDP with LinkedIn Ads to stream the data that matters.  The resulting integration helps B2B marketers run full funnel campaigns and optimize advertising spend despite the loss of signal.

The B2B marketing and advertising opportunity on LinkedIn

According to the LinkedIn Economic Graph:

• 1 billion+ members
• 68 million companies have a LinkedIn page
• 14 million job postings at any given time
• 41k skills
• 136k schools

What we see on LinkedIn is a representation of the economy.

There have been a 42% increase in public conversations on LinkedIn with 2 billion members interacting with a company page very month. There are 2.45m queries per second on LikedIn’s economic graph – people are searching LinkedIn, A LOT.

LinkedIn offers a lot more than a place for your digital resume and job listings. There are many other aspects to the platform including LinkedIn Learning, Sales Navigator and LinkedIn Marketing which offer B2B advertising and targeting …read more

Source:: Top Rank Blog