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Best Platform For B2B Marketers
Updated December 16, 2019

Best Platform For B2B Marketers

Vincent Misiewicz | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Overall Satisfaction with LinkedIn Marketing Solutions

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
  • Great improving attendance for events such as webinars for specialized industries
  • Is a better alternative than targeting broad keywords in search campaigns due to lack of volume around qualified keyword silos
  • Most instances where we seen poor results was due to lack of conversion focused landing pages
While LinkedIn may have the smallest potential audience & the highest relative costs, the platform tremendous potential for growing your audience, getting leads & building credibility/authority with your target market. However, to effectively do this, the content has to provide actual value. We've tested nearly every other Social/Native platform & aside from Facebook, it is the only one I would recommend spending budget on, especially if funds are tight.
Great for B2B companies that produce a great deal of informative, targeted content. We've seen great results sponsoring long-form industry research, webinars, and whitepapers that get these very specific audiences in the system. Products/services with longer sales cycles can also benefit from sponsored campaigns, as it is possible to really build strong authority on industry topics, making them a first choice when the need for a solution does arise. In general, targeting consumers is less effective, as the targeting is geared more toward professional criteria.