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Excellent Marketing Platforms for B2B Companies
June 15, 2018

Excellent Marketing Platforms for B2B Companies

Emily Muhoberac | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Overall Satisfaction with LinkedIn Marketing Solutions

We use LinkedIn Marketing Solutions to serve ads to the B2B market on LinkedIn. It is leveraged by our marketing department, and has helped us create a scalable marketing machine, providing warm leads to our sales team every week.
  • Lead Forms: LinkedIn Marketing Solutions offer lead forms, which auto-fill the prospect's information into the form instead of rerouting them to a landing page. This seriously reduces the friction involved in collecting leads and lowers the cost per lead.
  • Support: Our enterprise rep is incredibly helpful, reviews our ad stats with us, and makes recommendations on how to improve.
  • Lead Quality: The leads we are generating via LinkedIn marketing are unrivaled & quick to close.
  • UI: While they are consistently pushing updates, the LinkedIn Marketing UI still has room for improvement. It's reporting is sparse, and I frequently receive error codes while trying to create and execute campaigns.
  • Lack of Integrations: LinkedIn Marketing tends to guard their API, making it difficult to import your data into other reporting tools like Hubspot.
  • CPL: The average cost per lead on LinkedIn is $200, which is extremely high compared to Facebook and other social platforms with marketing capabilities. I'd only recommend using LinkedIn Marketing if you're selling a high-value B2B product.
  • Our LinkedIn return on ad spend (ROAS) has been as high as 12 : 1
  • We have generated over 1,000 leads from LinkedIn in the last 12 months
  • We've generated over $300,000 in revenue from LinkedIn Marketing
While both Facebook & Twitter marketing platforms have a much lower CPL, the targeting criteria makes it difficult for B2B companies (as people don't generally put professional information on these platforms). We generated very few leads on these platforms, and do not devote our marketing spend to either of them.
LinkedIn Marketing is best for: B2B companies that have a high customer LTV to justify the lead costs, marketing teams of all sizes, and companies with marketing budgets greather than $5k.

LinkedIn Marketing is worst for: B2C companies that are marketing a low-value product, marketing teams that aren't tech-savvy, or a marketing budget below $5K.

Using LinkedIn Marketing Solutions

Basic marketing knowledge of KPI's. Must be relatively tech-savvy.