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LinkedIn shares insights into key B2B buying behaviors

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LinkedIn shares insights into key B2B buying behaviors

LinkedIn has shared some new tips for marketers looking to maximize their LinkedIn ads approach, based on insights from over 50,000 closed deals from 850 B2B organizations.

The insights comes from a report conducted by Factors.ai, which found that LinkedIn plays a key role in the B2B buying journey, and can be a key complement to driving more sales activity.

First, the report looked at the overall buyer's journey, with B2B groups exploring possible solutions around 124 days before they speak to a seller.

The data suggests that marketers should be enacting promotions much earlier than the final decision, with longer lead-in promotions to tap into early discovery.

The report also found that larger groups of people play a role in B2B contract decisions.

As per LinkedIn: “Factors.ai found that reaching 6 or more contacts before a deal is ever created in your CRM can lift win rates by 17 percentage points. Engaging another 3 or more contacts during the active cycle lifts win rates by 16 points.”

The data also showed that 76% of LinkedIn ad spend targets director-level roles, as they are viewed as the key decision-makers. That could lead to missed opportunities in reaching this broader set of contacts.

Another takeaway is that companies that utilize LinkedIn Ads, in partnership with organic LinkedIn activity, achieve 2.4x higher win rates than those running paid campaigns on their own.

The final recommendation then is that B2B marketers run longer campaigns, with broader job role targeting, and pair that with consistent organic LinkedIn activity to drive better response.


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