Harnessing LinkedIn for B2B Success: Key Insights from Prosek’s Seminar Experience

LinkedIn is revolutionizing B2B marketing efficiency with its focus on trust, an innovative product roadmap and creative analyses marketing managers need to drive success. Prosek’s Paid Media team attended the Redefining Possibilities seminar for financial services marketing this summer. Keep reading to learn more about our key takeaways.

Emphasis on Trust

An emerging trend that B2B marketers are leveraging is thought leadership. LinkedIn highlighted that, while users are losing trust in companies, trust in individuals is on the rise. It’s important to utilize internal experts for voicing brand ideas and industry news.

Now where are financial services marketers deploying this strategy? On LinkedIn, of course! (LinkedIn Member Engagement, Global Financial Services Community, 2022)

• 84% of financial advisors use LinkedIn as a media source for their professional life
• There was a 34% increase in engagements related to finance, investing and retirement topics YoY.
• Thought Leadership Ads receive engagement rates 4-5x higher than Single Image Ads.

Your target audience is on LinkedIn, so your brand’s messaging (and employee thought leadership) needs to be there too.

2024 Product Roadmap

The LinkedIn team also unveiled some exciting new products and tools for the upcoming year to improve B2B marketers’ campaign analytics and measurement.

Most notably, LinkedIn has already released Connected TV (CTV), allowing advertisers to leverage first-party targeting to reach professional audiences exclusively on CTV apps and platforms. In partnership with Roku, Pluto TV, Peacock and Fox Sports, marketers can launch ads directly from the Campaign Manager to their audience’s home TV screen.

Another product revealed was AI Accelerate, which uses URL and product descriptions to build company pages, produce campaigns, outline audience targeting and more. LinkedIn’s goal with this tool is to help marketers save time in the developmental stages of campaigns and help brainstorm foundational ideas.

Lastly, LinkedIn announced a new targeting method, which uses LinkedIn’s proprietary data and intent signals to build audiences based on buyer groups. This builds on prior targeting methods like predictive audiences to further fine-tune targeting capabilities.

Creative Elements

LinkedIn also touched on the current state of the creative landscape to analyze what’s working and what needs improvement. According to a WHM survey, 48% of B2B purchase decision-makers find B2B advertising boring. Helping to combat this are video ads, which are the top-performing content type on LinkedIn; users spend 3x more time watching videos than static sponsored content.

In order to be memorable in front of your audience, follow these three video tips:

1. Display company logo at least 3-times
2. Mention the brand and logo early (first few seconds) and often
3. Short-form video shows a 54% lift in engagement for ads between 7-15 seconds
4. Adopt a distinct, ownable and repeatable look or aesthetic so audiences can associate the brand with the context of the ad

By integrating LinkedIn’s latest tools and trends, Prosek Partners is equipped to help financial services firms enhance their B2B marketing performance and build lasting trust.

Connect with our Digital and Integrated Marketing advisory practice to see how we can drive your brand’s success at Pro-Digital@Prosek.com.