The Company Engagement Report on LinkedIn Is Here to Power Up Your ABM Strategy
October 29, 2020
Is this strategy working?
It’s a question that marketers have been asking for decades and the answer has often been difficult to attain. It’s not that we don’t have the tools and capabilities to measure almost anything we want, but the challenge remains in distilling the metrics (and audiences) that truly matter.
This is a big advantage of account-based marketing, and one that has helped drive the strategy’s widespread adoption. ABM enables marketers to zero in on specific accounts, providing a much clearer idea of who we want to reach and engage. And because we’re focusing on these distinct audiences, we can have a deeper understanding of actions that bring them closer to our brands and move them forward in the buyer journey.
At LinkedIn, we’re unveiling a new tool that facilitates company-level measurement and reporting, to help bring modern ABM programs to new levels of effectiveness and sophistication.
Engagement and Account-based Marketing
Engagement metrics can be a mixed bag for marketing measurement. On the one hand, generating engagement is table stakes — if no one is engaging with your content or ads, why create and distribute them? On the other hand, if they’re being driven by the right audiences, it can be an indication that your content, message and ads are landing in a way that’s spurring action.
This is why engagement becomes much stronger as an ABM measurement. Because you’ve already identified target accounts as being valuable, there’s no mystery around the meaningfulness of the interactions and mindshare gains.
As such, it’s no wonder that nearly 60% of ABM marketers measure the success of their programs by engagement. Here’s how we’re bringing new levels of ease and accuracy to this critical area of reporting.
New on LinkedIn: The Company Engagement Report
One of the key strengths of LinkedIn as a B2B marketing channel, especially under an ABM framework, is that members are inherently tied to where they work (not to mention their job titles and functions).
The new Company Engagement Report gathers and presents engagement data within the scope of these target accounts in a way that is most useful and actionable for your strategy.
What Is Tracked in the Company Engagement Report?
When you pull up this report, you’ll find the following metrics categorized by the companies you’ve identified as highly valuable for your business:
- Total Engagement Level: Calculated by taking the sum of ad engagement, organic engagement and website visits — divided by the number of members targeted and benchmarked across companies marketed to on our platform.
- Member Targeted: Number of members who work at the company and have been targeted by a campaign.
- Total Ad Engagement: Number of likes, comments, clicks, shares, and video views (counted if members viewed at least 25% of the video). Includes paid ads and ads virally shared.
- Total Organic Engagement: Total number of interactions from posts from your organization’s LinkedIn Page.
- Total Website Visits: Total number of times members visited your web page tied to the LinkedIn Insight Tag.
How Can I Use This Information?
The insights collected in the Company Engagement Report empower marketers to do three things: Know, Focus, Understand.
- KNOW if you’re reaching the people who make and influence business decisions.
- FOCUS on companies in need of sales and marketing outreach.
- UNDERSTAND how your ads and organic content are landing with these vital audiences.
For example, you can view “Impressions” to see whether your ads are being viewed by the individuals you want to see them. If not, make quick adjustments to your bid, budget, or ad targeting. Or, you can use the holistic “Engagement Level” metric to see which accounts may be deserving of extra attention and emphasis. Drilling down, if you find disparities between organic and paid engagement within a specific company, consider turning to LinkedIn tools such as Campaign Performance, Website Demographics or Content Suggestions to improve results and maximize the targeted impact of your ad spend.
It’s all about helping you definitively answer that age-old question — Is this working? — and take the right steps in accordance. If you find that your approach is driving high engagement with an account, you might find it’s time to take the next step by reaching out directly to primed decision makers via LinkedIn Messaging. If not, there are plenty of tweaks to be made and levers to be pulled to get on track.
Unlock Knowledge, Focus, & Understanding Around Your Highest Value Accounts
The Company Engagement Report is the latest feature we’ve developed to help B2B marketers and ABM marketers deliver the right message to the right people at the right time. It’s now free for all users in Campaign Manager, so we encourage you to go in and tap into these powerful insights. For more tips and advice on optimizing your account-based marketing strategy on LinkedIn, take a peek at our starter guide.
Meanwhile, you can subscribe to the LinkedIn Marketing Blog to stay updated on all of our new tools and capabilities.