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- Detailed Targeting Options: Users appreciate the extensive targeting options available on LinkedIn, including company and industry …
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What is LinkedIn Marketing Solutions?
LinkedIn Marketing Solutions is a recently (2015) expanded marketing platform for reaching audiences through the popular Linkedin work-oriented social network that includes modules like the Lead Accelerator (supporting segmentation features to improve conversion), Sponsored Updates, LinkedIn Onsite Display, LinkedIn Network…
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What is LinkedIn Marketing Solutions?
LinkedIn Marketing Solutions is a recently (2015) expanded marketing platform for reaching audiences through the popular Linkedin work-oriented social network that includes modules like the Lead Accelerator (supporting segmentation features to improve conversion), Sponsored Updates, LinkedIn Onsite…
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What is LinkedIn Marketing Solutions?
LinkedIn Marketing Solutions Technical Details
| Operating Systems | Unspecified |
|---|---|
| Mobile Application | No |
Frequently Asked Questions
LinkedIn Marketing Solutions is a recently (2015) expanded marketing platform for reaching audiences through the popular Linkedin work-oriented social network that includes modules like the Lead Accelerator (supporting segmentation features to improve conversion), Sponsored Updates, LinkedIn Onsite Display, LinkedIn Network Display, and Sponsored InMail. While still at its core a social marketing engine, Linkedin Marketing Solutions now presents a more comprehensive B2B advertising platform. The Linkedin Text Ads module supports both pay per click (PPC) and cost per impression (CPM) pricing models.
The platform is used by many well-known companies, including Adobe, Citi, General Electric, HP, and many others. It integrates technology from Bizo, a company and platform acquired by LinkedIn in mid-2014.
Reviewers rate Support Rating highest, with a score of 8.6.
The most common users of LinkedIn Marketing Solutions are from Small Businesses (1-50 employees).
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TrustRadius Insights are summaries of user sentiment data from TrustRadius reviews and, when necessary, 3rd-party data sources. Have feedback on this content? Let us know!
- Recommendations
Users recommend the following when using LinkedIn Marketing Solutions: Use original content for LinkedIn ads and have a clear understanding of customer personas before launching an ad campaign. It is advised to have a solid plan and budget in place. Connect with a LinkedIn Marketing Consultant for tips and tricks. Consider the cost and benefits of using LinkedIn Marketing Solutions, especially for B2B marketing. Try synchronizing it with Salesforce for better results. Define the target market and utilize LinkedIn's promoting instruments to generate qualified leads at a B2B organization. Don't rely solely on LinkedIn for demographic questions and consider other options. Start by promoting a post on the LinkedIn page and play with targeting options. Overall, users find LinkedIn Marketing Solutions to be a useful tool for B2B marketing, especially in reaching their target audience.
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February 23, 2022
Great B2B Advertising Tool with Specific Targeting!
LinkedIn Marketing Solutions was a great tool for our company to allow us to promote content to specific audiences. The platform is great when it comes down to targeting based on specific demographics such as job title, seniority, education, etc. Our campaign results had great conversion and were effective, however, advertising on this platform can be expensive.
- Audience Targeting/Demographic Selection
- Campaign Management/Reporting
- B2B Targeting
- Explanation of each field when setting up a campaign
- Costly advertising platform
- Filtering/Report Breakdown Options
January 18, 2022
Leading B2B advertising platform
Our team at PrograMetrix managed paid advertising campaigns on behalf of our clients using LinkedIn Marketing Solutions. We also utilize LinkedIn Marketing Solutions for our own internal advertising campaigns. LinkedIn Marketing Solutions helps us generate leads, drive website traffic, and build brand awareness for our clients and for our own brand. LinkedIn is our go-to platform for B2B advertising campaigns.
- B2B advertising
- Lead generation
- Brand awareness
- Reaching and engaging business professionals
- Campaign Manager simplifies campaign management
- Conversion tracking
- Lowering cost per click
- Better customer support
December 09, 2021
LinkedIn Ads Wins at B2B Targeting
I use LinkedIn ads to generate leads and awareness for my B2B clients.
- Company targeting.
- Job Function targeting.
- Job seniority targeting.
- Campaign structure; follow campaigns, ad group, and ad structure used by other networks.
- Duplication features to more quickly set up A/B tests.
- Billing and invoicing clarity.
December 02, 2021
Using Linkedin Marketing Solution for the french and B2B market
Linkedin Marketing solutions [are] used in our organization through our lead generation strategy. The communication made through this tool is to develop our software product in the french and international market. We are targeting C-level from big companies, all sectors.
- Precision of the audience targeting
- Remarketing audience
- User experience
- Linkedin messages ads functionality does not perform
December 02, 2021
Great tool to target B2B audience
We are using LinkedIn Marketing Solutions to run advertising on LinkedIn targeting wholesale clients (the B2B side of our business). It is used by the paid marketing department with the purpose of building awareness on the market. This tool allows us to be specific in our industry targeting and stay precise with our ad spend.
- Very specific audience targeting.
- Easy setup and management.
- Great native B2B targeting that looks professional.
- Setup can be more complex for more sophisticated advertising campaigns and retargeting.
- Not aware of connectivity to CMS.
- Not very deep reporting and insights on the campaigns.
September 15, 2021
Get in their Inbox!
LinkedIn Marketing Solutions was used by our management team and marketing team. It allowed our team and salespeople a different avenue to reach potential clients instead of the traditional in-person visit, emails, or phone calls we were accustomed to. I think this solution worked a lot better for younger potential clients, as LinkedIn notified them in a variety of ways.
- Targeting
- Transparency
- Reporting
- Specific targeting
- Analytics
- Tutorials
June 10, 2021
Works Well with the Right Audience
LinkedIn Marketing Solutions is primarily used by the marketing team, but directly impacts the sales team. The problem we look to address is finding professionals with the capability of purchasing our solutions and involvement in the right industry objectives/organizations. We typically use the tool to identify potential prospects utilizing the marketing solutions title and organizational filters.
- Segmenting the audience - the filters can be fairly comprehensive
- Offering engaging, yet not overwhelming options for prospects
- Ability to drive awareness as well as demand generation
- Reporting can be improved to be able to overlay information and potentially connect back to Salesforce.
- A similar title function - would be great to offer something where you can see similar titles to include in the filtering. So many titles aren't standardized so it could increase the audience size if you could do this.
- Sponsored posts would be a great addition. They may offer this now, but the last time we leveraged the solution it was limited in terms of the functionality and what it would look like on the prospect's feed.
September 26, 2020
Get's the job done, but the UI/UX could use a revamp
We use LinkedIn Marketing Solutions on my team of data analysts and media buyers. We have a combination of consumer and B2B brands that we recommend and execute digital advertising strategies for. We use Linkedin and a strong option for brands looking to make B2B communications. Our media buyers set up and run marketing plans on LinkedIn, occasionally with the help of our LI agency rep. I specifically spend most of my time pulling reporting and performance information from the platform.
- Excellent targeting capabilities.
- LinkedIn reps have been very responsive when we reach out for help.
- LinkedIn has generated some of our best ROAS for B2B campaigns.
- The UI is still a bit clunky, especially compared to other social platforms.
- Organic reporting could definitely improve. Exporting organic data is a huge hassle.
- Reporting customization is fairly limited.
Over the past few years, we've used LinkedIn Marketing Solutions on two of our clients. While the platform allowed us to target new audience groups different from Facebook and Twitter, the cost to reach those targets was quite a bit more expensive than either Facebook or Twitter. While the platform was easy to set up, as we tried to do simple things like tracking visitors from our ads and measuring ROI, we faced many difficulties, as LinkedIn prefers to use tags instead of tracking cookies or pixels (like Facebook).
LinkedIn Marketing Solutions shines in its ability to allow our business clients to target other businesses and decision makers, allowing our clients to promote their products to the right people with ease.
LinkedIn Marketing Solutions shines in its ability to allow our business clients to target other businesses and decision makers, allowing our clients to promote their products to the right people with ease.
- Running B2B ads.
- Targeting decision makers.
- When we first started we got a sales rep from LinkedIn who walked us through the process.
- Our clients reported that inMail got them some good sales leads.
- As a marketer who loves to crunch numbers and find hidden gems of info in data, I feel LinkedIn is still behind other advertising platforms, especially Facebook & Twitter.
- Weak sales tracking across sites compared to Facebook Pixel.
September 18, 2020
Best B2B advertising platform
As a marketing agency, we often recommend LinkedIn Marketing Solutions, specifically LinkedIn Advertising, to our clients that sell B2B. It solves the problem of being able to target prospects for our clients at various industries, companies, and with specific job titles. There is no other widely used business networking platform as widely used as LinkedIn, so we know we're using very accurate and exhaustive data. We can build awareness for our clients by showing ads to their ideal customers.
- The variety of Advertising campaign goals and mediums is great. You can use LinkedIn ads for building brand awareness with a broad reach, or get very narrow with InMail messages to a targeted list. Ads can be videos, images, personal messages, or just a text ad, all with varying pros and cons, so our clients lean on us for advice.
- Setting up campaigns is very easy. Choose a goal, create an audience, add your content, and off you go. You can preview your ad to see exactly how it will look too.
- The reporting is very expansive, too. You can view traditional metrics like impressions and clicks, but also set up custom goals to track as conversions, see the reach and frequency of ads, video views, clicks or engagement with your LinkedIn company profile, and a lot more.
- Cost per click has tended to be fairly expensive, especially compared to a search ad campaign with Google or Bing, so it's not necessarily to be used in every situation. Our clients typically see a $10-$15 cost per click, and for smaller companies with limited marketing budgets, sometimes that can only get them 1-2 leads per month.
- Audience expansion is one thing that doesn't always play to your advantage. It's supposed to find more people like the people you target in your audience, but it tends to go outside of some very important criteria, such as industry or job title. It makes it hard to make sure you're getting the right traffic or leads while still getting a good scale from the audience.
September 18, 2020
A great solution for lead generation and brand awareness goals
LinkedIn Marketing Solutions is being used by our Marketing and Sales department. We used it to find new target markets and to increase lead generation. In addition to reaching and building relationships with B2B customers through the platform, LinkedIn Marketing Solutions lets you get campaigns up and running rather quickly.
- Targeted audience (by industry, job titles, company size, etc.)
- Versatile ad options including sponsored content, text ads, and more
- Easy to understand ad dashboard for analytics purposes
- Sometimes the campaign management page is glitchy.
- Integrating the insight tag isn't so clear-cut.
- Pricing. LinkedIn Marketing Solutions is not cost-effective for SMBs who want to use the platform.
December 16, 2019
Best Platform For B2B Marketers
We run LinkedIn ads, both text ads and sponsored posts with nearly all of our B2B clients. This is being used mainly by our paid media marketing department. We use these campaigns as one of our primary sources of generating qualified leads. We are able to get more mileage out of content already being created for SEO purposes and can effectively target very specific audiences. These campaigns also help us diversify our media spend and reach audiences who are in the market for a solution, but not necessarily "searching" for them.
- Robust breakout of targeting options
- Ease of use & setup
- Reach pre-qualified audiences that may not by actively searching for your products
- Cannot use dayparting within interface, would need to use 3rd party software such as adstage, which is additional costs
- Comparatively higher CPCs than search or alternative channels such as Facebook, not crazy about minimum bids
- Not aware of any remarketing options or further audience targeting
October 15, 2019
LinkedIn Marketing
We are an advertising agency, with many B2B clients looking to do digital advertising. LinkedIn Marketing Solutions is used for many of our clients, due to the robust professional targeting available, as well as the unique ad formats (such as Sponsored InMail). LinkedIn advertising provides options for targeting that are unavailable on other platforms.
- Great professional-based audience targeting
- Great ad formats that are unobtrusive and native in appearance
- Great customer support and feedback for campaign optimization tips & tricks
- LinkedIn's campaign management platform is not very robust.
- LinkedIn's campaign management platform is extremely glitchy.
- LinkedIn's campaign management platform could use more robust targeting options - like more specific geos, more locations, etc.
LinkedIn Marketing Solutions was being used by our organization to post pay-per-click ads to build awareness of our SaaS product and to drive sales. We primarily focused on creating and deploying ads to specific user segments, although we ventured a little into using sponsored content as well. We did not try the sponsored inmail feature.
- Allowed us to tune our targeting options to reach specific groups of LI users - by title, industry, etc.
- Set a budget without long term commitment.
- Allows you to incorporate an (albeit very small) image into your creative copy.
- When we used LinkedIn Marketing Solutions, the reporting was not the most detailed system. The best way to gauge PPC effectiveness is by analyzing data sets, and LinkedIn didn't give us deep insight, considering it was using very specific criteria.
- The image size limitation of 50x50 pixels makes it difficult to create/select a compelling image that matches your ad content.
- Price. It was very expensive to do LinkedIn advertising compared to other options.
September 19, 2018
Essential for B2B social media marketing, but deeply flawed.
As an agency, LinkedIn Marketing Solutions are being used both to deploy campaigns both across the majority of our clients, as well as for internal campaigns. Usage falls mostly to use by the Media department, particularly by myself, with some occasional assistance from either the internal marketing team, others in media or those on the analytics team using it to pull reporting for clients. The business problems it addresses is being able to do paid social media campaigns that B2B companies find valuable. The ability to target by job title, etc allows the accuracy B2B companies demand in their campaigns that other social platforms struggle to compete with.
- Targets the exact right audience for your B2B messaging: you don't have to guess based on likes or any other periphery data to determine whether you're reaching the right audience - you can hit by job title, years of experience, job function, seniority, and other great ways to ensure precision delivery to the correct audience.
- Offers a helpful variety of ad units that are great for different types of campaigns to make sure you're reaching your audience in the right format for the ask.
- Self-service platform now for all ad units, enabling you to take control of your LInkedIn marketing with a hands-on approach.
- New GUI is convoluted and a step backward. In July, the LinkedIn Marketing platform got a facelift. While it looks nicer, cleaner, the functionality is much more confusing. Hiding charts within hover menus, as well as creating new tabs for some things, but not others. Or times when new tabs aren't created and you hit backward, it takes you out of the account altogether, so then you have several clicks to get back to where you were. There's just not a good flow between menus and it makes for a frustrating experience.
- No frame of reference/benchmarks for your reporting: If you're using the self-serve platform, good luck trying to determine what the benchmarks are for your the campaigns you're running. Unless you have a rep that can provide that data, you're up a creek. Maybe you have individual past performance benchmarks, but platform wise they're really nervous about giving those out, and there's not a lot written about it. If you have an account with reps, then they will provide this if asked. This should be built into the platform so you have something to measure against and not just numbers in a vacuum.
- Big budget dependent - I've ran many different sizes of campaigns with a wide range of budgets, and without question, the ones with large budgets with high daily spends do better. If you have a very small budget or need to severely decrease your daily spend, expect much weaker numbers. I've confirmed with reps that yes, decrease in performance for some ad units is completely caused by a decrease in spend or a limited daily budget. Something to consider when deciding whether to market here.
- ABM/List match capabilities limited. While it's great that LinkedIn has a list match capability for target, it is limited. You can target by company or if you have email addresses, you can do that too. but if you have business email accounts, you're out of luck b/c as I'm sure you know, LinkedIn accounts are typically tied to personal email address. This makes B2B ABM targeting campaigns difficult. There's also no visibility into who in your list matched or not, so that you can target appropriately those that did not match, or know who you need to do more progressive profiling on.
- Generally, the capabilities here are about 2-5 years behind the capabilities and offerings you can find at those sites that offer programmatic/display campaigns. Lead gen and lists only happened in the past couple of years. Video happened this year. They're running to catch up with modern ad tech. Just keep this in mind--this is a networking first platform--the ad tech is secondary and slow to add new features.
April 12, 2018
The B2B Lead Gen Tool You Aren't Using
LinkedIn Marketing Solutions is being utilized to run targeted brand awareness and lead generation campaigns. We use the platform to users via Sponsored Ads and LinkedIn InMail. We are able to target users by job title, interests, experience, and numerous filters to ensure we are reaching to the right audience. Currently, the marketing platform is only used within our marketing organization.
- Highly targeted traffic - LinkedIn is a great resource for B2B companies
- Lead Gen Forms - LinkedIn enables advertisers to place lead forms as in the advertisement itself
- InMail - you can send targeted messages to user's inboxes to promote whitepapers, guides, and other information of value
- Cost - the CPCs and cost per send (with InMail) is more expensive than that on alternative social platforms
- Direct Response Marketing - LinkedIn doesn't seem to perform well if the goal is to get users to buy something, the platform seems more suited for brand awareness and lead generation
- Analytics platform - the main KPIs are provided; however, it is hard manipulate data and see low level information on campaigns
- Ad creation tool - it feels very dated, it is slow and clunky, lacks many features
March 28, 2018
Simple marketing tool for B2C professional services
We are a lean organization with no marketing expertise, but as a company targeting women to apply for our for professional development programs, LinkedIn marketing was a manageable way to begin a marketing campaign with little internal knowledge. This platform made sense for us because it was more professional than Facebook advertising, and we were able to target specific industries, career tenure, gender, geography, and other factors that are relevant to our user base. We used this platform for our 2018 admissions season and we were surprised by how lightweight and effective it was for our purposes.
- Very simple - there are very few "customizable" options with this platform, which makes it accessible for those who are less knowledgable
- Gives you built in tips on how to phrase your ads and what kinds of content to post
- Gives you the ability to A/B test multiple ads at the same time - with some reformatting, we were able to test 4 different headers, 6 photos, and 4 body texts for over 40 arrangements - and then LinkedIn is able to optimize on its own for the most effective
- Ability to set a max budget based on click rates
- There is a way to embed code into your website to see if people are simply visiting or actually signing up, but we were never able to figure out if we had inserted this correctly, or if it was tracking data (it said "not enough information")
- More customization on target audience, more industry choices!
- Wish it sent me updates on the campaign - I had to login to check it directly
January 02, 2018
All-in-one to increase your online brand awareness
Score 8 out of 10
Vetted Review
Verified User
We started using LinkedIn Marketing Solutions a few years ago, however, only in the past year, have we managed to fully take advantage of its potential. It is mainly used by our marketing department to generate an increased brand awareness across the LinkedIn platform, and run a series of online campaigns that aim to promote our company's product.
- There is a constant update and upgrade of features and functionalities, across all Marketing Solutions.
- The amount of information you can find regarding LinkedIn Marketing Solutions online makes user's life much easier. No matter the doubts you might have, there is always a webpage you can find the answer(s).
- LinkedIn Marketing Solutions is backed by a great customer support team. They are quick in replying and solving any issues customers face.
- There is a lack of control over the platforms. For e.g. campaign managers cannot set reminders of when a campaign is paused/live. This needs to be done manually, no matter the hour/date.
- Customer Support is great, but there is the need of a personal account manager at times, due to the amount of written information. LinkedIn does not provide this service.
- There is no animation (video / GIF) support for the campaigns running with LinkedIn Marketing Solutions.
September 19, 2017
LinkedIn Marketing Solutions at a glance
I am an Inside Marketing and Business Development Representative for my company and I currently use LinkedIn for all different types of things such as lead qualification and contact list building. This helps me to find the correct people and get opportunities within organizations so that I am able to help solve business problems in the organizations that I am calling with the software solutions that my company offers. LinkedIn Marketing Solutions helps me help my customers. This is being used by operations at my company.
- I am able to generate leads on Linkedin quite well and this is one of the main things that I do for my business every day.
- Building the company brand is one of the best things I can do to promote myself or my company to my customers.
- InMail is very important and with LinkedIn Marketing Solutions I can send sponsored InMail which helps me send targeted messages to the people that I want to target. This guides me and helps me along the way so that I make sure to do it right. InMail is my favorite thing to do and is very successful. You can also test to measure what messages resonate most with customers.
- Text Ads are easy to create and again, LinkedIn helps you do it so that you do it right. You can drive quality traffic and leads with text ads.
- I think there could be a little more help with the text ads.
March 10, 2017
Spend less time running successful campaigns
Currently the marketing team is using LinkedIn Marketing Solutions to create inbound leads, awareness and to nurture potential prospects.
- The tool is easy to use.
- The support available is useful.
- Built in testing makes it easy to experiment with different content.
- Targeting isn't great. With all the information LinkedIn has about its users I feel as though the targeting can be much better.
- Clicks are very expensive causing spending to be much higher than Google AdWords. If the targeting was better it would help to decrease wasted clicks that you see when you have more general type targeting.
- Hard to track conversions within the tool. I need to set up utm links to be able to track conversions within Hubspot or Google Analytics.
August 23, 2016
Great channel for B2B marketers
LinkedIn Marketing Solutions (LMS) is one of our main lead generation channels. My company primarily uses it for lead generation and brand awareness campaigns. LMS lets us target business professionals based on a number or demographic and work data. It's a great vehicle to drive pipeline as well and our cost per acquisition from LMS compares well with our other channels.
- Targeting capabilities - Accurate business professional data to target your audience with relevant ads.
- Sponsored Content - Easy to use interface to create and promote your offers.
- Great for B2B marketing.
- Individual level targeting - You can only target by demographic data, no integration with CRM data.
- Conversion Optimization - No real way to optimize for conversions.
- A/B testing - Creative testing is a manual process.
February 18, 2016
Problems LinkedIn Marketing Solves for Me
We mainly use LinkedIn Marketing Solutions to promote our events, with the secondary use of promotion of general awareness of our organization. It is used by the communications team. It addresses the business problem of reaching a large yet targeted audience.
- Audience targeting
- Explanation of budgeting options
- Diiscount codes
- Confusing user interface
- Difficulty in reviewing/renewing campaigns
- Hard to find/understand billing process