Assess the reach of your marketing campaigns
Use the Forecasting Tool in LinkedIn Campaign Manager to understand estimated audience size based on your targeting criteria. The accompanying Segment Breakdown further analyses your audience by professional attributes so you exactly know who you’re able to reach. Learn how to drive leads on LinkedIn with this guide.

This is how ASE Group did it:

    ●   Challenge: To increase brand familiarity and favourability with global audiences
     ●   Solution: Launched an always-on, content-led campaign to engage audiences and showcase thought leadership
     ●   Result: 2X higher engagement rate vs industry benchmarks

Assess the frequency of your audience engagement
Research suggests that it takes 6 to 8 marketing touches to generate a sales lead, which is why ad frequency matters. In addition to looking at how frequently you’re advertising on LinkedIn, you can also activate LinkedIn Audience Network to reach the same audiences when they visit trusted third-party apps and sites.

This is how Expensya did it:

    ●   Challenge: To drive high-quality leads in new markets like Spain and Germany
    ●   Solution: Had 4-5 creatives in rotation to optimise ad frequency for better brand recall and performance while preventing ad fatigue
  ●   Result: 4X higher lead generation volume

This is how SAS did it:

    ●   Challenge: To enhance lead quality and pipeline revenue in Southeast Asia
     ●   Solution: Adopted a full-funnel approach, first building awareness with engaging content, then using Sponsored Messaging to drive leads among key decision makers
     ●   Result: $2.54M in sales pipeline generated, 2035% ROI

Take a closer look at your targeting criteria
Are you targeting too narrowly? Think beyond just top cities when you’re trying to unlock opportunities in new markets. In the US, for example, over 80% of LinkedIn members are located outside the top 10 cities. Consider targeting by country, rather than cities, in this case. Use the Forecasting panel in Campaign Manager to see how much your audience size increases when you update to country vs. city

This is how Circle In did it:

    ●   Challenge: To build brand awareness and drive sales leads for its global solution     
    ●   Solution: Targeted broadly and reached a large audience before initiating conversation with audiences that showed greater intent
     ●   Result: 42% lower cost-per-lead quarter-on-quarter

Ensure that you’re reaching the full buying committee

Research tells us that an average of 6.8 people are involved in a B2B buying decision. Consider expanding your reach beyond decision-makers to engage other relevant personas who could influence the purchase decision. One way to do this is to target by seniority instead of job title to reach future decision makers/influencers.

This is how Refinitiv did it:

    ●   Challenge: To reach quality audiences for better sales conversion
     ●   Solution: Ran an account-based marketing (ABM) programme on LinkedIn, using Matched Audiences to nurture key stakeholders at their target companies
     ●   Result: 34% higher CTR with ABM, 38% higher CTR with Matched Audiences