Helping You Reach B2B Buying Groups

As a B2B marketer, you know that the evolving privacy landscape is making it more difficult than ever to reach prospective buyers. Unlike B2C, where marketers are trying to reach one buyer with an immediate buying need, you have to build relationships with multiple decision makers – likely anywhere from six to 10 different people – in various stages of their buying journey over a longer period to succeed. It’s not easy, but privacy changes are giving us the opportunity to reimagine how we reach buyers, and it’s why we began testing Group Identity – a solution that preserves privacy while being purpose-built for the needs of B2B.

With Group Identity, we’re leveraging our first- and zero-party data, such as title, seniority, industry, interests, etc., to help you reach buying committees, measure your campaign performance, and optimize towards the objectives that matter to your business. Since introducing Group Identity last year, we observed a 37% higher average clickthrough rate on group-delivered campaigns across channels, like the LinkedIn Audience Network, compared to campaigns targeted at individual profile characteristics. While we’re committed to continually investing in systems and technologies to improve the performance of group-based targeting, we’re encouraged by the outcomes of testing and excited to now enable Group Identity across our entire portfolio.

The Road Ahead

Since 87% of B2B marketing leaders across the globe shared that first-party data is important to their marketing strategies, we are working on ways to integrate your first-party data with our platform of more than 875 million professionals.* We will soon begin to test a new Conversions API, which connects your first-party conversion data to our platform to help you better understand full-funnel performance while having control and flexibility over your data. We are also continuing to invest in privacy-enhancing technologies, such as clean rooms, to enable you to gain actionable insights and advanced measurement in a secure environment.

We recognize that the ability to test and have access to reliable insights to inform your media strategy is more important than ever, yet increasingly vulnerable to privacy changes. In our Brand Lift and A/B Test products, we are testing On-Device Experimentation, a solution that allows randomization and attribution to be processed via a virtual device to ensure you have access to the insights you need while preserving members’ anonymity. 

We’re in It With You

B2B marketers, we want you to know that we see you, we know the challenges you face, and we stand with you on this journey. We look forward to our continued partnership to build the best future for B2B marketing and remain committed to providing transparent updates as we navigate our changing industry. 

*Methodology: LinkedIn commissioned YouGov to survey, online, 1,703 senior B2B marketing decision makers in the US, UK, France, Germany, Netherlands, Italy, Spain, UAE, KSA, Brazil, Australia, India and Singapore during September 13 to 30, 2022. 

This post was originally published by Abhishek Shrivastava, VP of Product at LinkedIn.