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Marketers face an uphill climb. Itís getting harder for them to demonstrate the impact of their campaigns on revenue, given the long, group-based nature of the B2B purchase cycle. While 78% of marketing leaders believe that maintaining or increasing spend will accelerate their companiesí recovery amidst economic uncertainty, itís going to be a battle to justify their budget if they canít map their efforts to results.

We partnered with YouGov to survey C-level leaders and senior B2B marketers from across the globe and found that:

  • Over three-quarters (78%) believe companies that maintain or increase marketing spend during periods of uncertainty recover faster

  • Majority (90%) of marketers say improving CFO understanding of ROI is key to bolstering future budgets

  • The majority (77%) of CMOs globally feel under pressure to prove greater short-term ROI on their marketing campaigns

  • To stay top of mind, B2B marketers are keen to continue focusing on brand building, with more than two-thirds (67%) planning to maintain or increase spend in this area over the next six months



To help marketers meet the moment with confidence, weíre announcing new tools that will enable them to continue to authentically reach their audiences and measure and map their work to business impact. They include:

  • Revenue Attribution Report - A new solution designed to help marketers better understand the impact of their efforts on the bottom line and implement more strategic plans in the future.†

  • Newsletter SEO Optimization - Enhanced SEO titles, descriptions and tags for Newsletters and Articles to make content published on LinkedIn more searchable across the internet.

  • Searchable Products - New ways for members and buyers to search for products on LinkedIn to help them connect with potential customers when theyíre ready to buy.

  • Click-to-Message Ads - A new advertising format that helps buyers instantly start personalized messages with brands directly from the LinkedIn feed.

  • Conversation Starter Ads - A new way to begin meaningful conversations with members directly from the LinkedIn Inbox to help drive more frequent conversations with the right audiences.

  • An additional ad format that promotes individual employee posts, with their approval, from a company Page, helping to more effectively engage audiences.

  • Brand Safety Hub - Boost advertising performance on the LinkedIn Audience Network from a centralized location, while customizing brand safety guardrails.†



Learn more about todayís news in this article by Gyanda Sachdeva or you can watch a livestream of her keynote at our first-ever B2B marketing summit, B2Believe.

*Methodology

LinkedIn commissioned YouGov to survey 2,929 C-level executives - including 494 CMOs - across the globe (United States, United Kingdom, Ireland, France, Germany, Netherlands, Italy, Spain, Sweden, United Arab Emirates, Brazil, Mexico, India, Singapore, Australia, China and Japan) from organizations with 1,000+ employees and annual turnover of 280M+ million between September 27 to October 19 2022. The survey was conducted online.

LinkedInís B2B Marketer Sentiment study was also referenced - research run by YouGov of 1,703 senior B2B marketing leaders in the United States, United Kingdom, France, Germany, Netherlands, Italy, Spain, United Arab Emirates, KSA, Brazil, Australia, India and Singapore conducted from September 13 to September 30, 2022. The research was conducted online.


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