LinkedIn’s latest guide provides notes on how marketers can better align their campaigns with changing discovery behaviors.

LinkedIn has shared a new checklist to help B2B marketers maximize their in-app campaigns, by aligning with evolving discovery behaviors, and shifts in how decision-makers consider key purchases.

As explained by LinkedIn: “Today, B2B marketers face growing pressure to show how their work drives measurable business results. Buyers research, compare, and form opinions about vendors long before they talk to sales, and LLMs have made that process faster and harder to see. Buyers now ask AI tools to shortlist providers and weigh options, so much of their evaluation happens where marketers can't track it. Measuring performance only at lead capture misses most of what shapes their decision.”

In order to maximize opportunity within this new paradigm, LinkedIn provided an overview of the five key principles of B2B marketing performance.

The platform advised brands to conduct market research to understand their target audiences and expand their targeting to reach everyone who shapes purchase decisions.

LinkedIn also said marketers should provide content that aligns with different stages of the purchase process. In addition, brand managers should measure campaign performance at each stage, as opposed to simply examining the final result.

LinkedIn said that marketers can do all of this by tapping into tracking elements, such as its Conversion Tracking tools, which measure the actions that people take after seeing or clicking a LinkedIn ad.

Marketers can also use LinkedIn’s audience targeting options to reach different groups.

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