LinkedIn Publishes New Guide on Evolving Marketing Measurement

Looking to establish a better process for tracking marketing performance, and demonstrating the actual value of your marketing efforts?

This has become a big focus across the industry, with the evolving swathe of interaction data providing more methods to track beyond the last click. Indeed, expanded conversion metrics can now more accurately reflect the scope of the modern buying journey, which often shifts across channels, across platforms, and across apps, as people explore and consider different aspects.

That’s the focus of LinkedIn’s latest research report, which looks at how B2B marketers are evolving their measurement processes to better reflect the impact of their promotional spend.

The 27-page guide incorporates input from a range of marketing leaders, who each share their own notes on best practices and approaches for the modern age. You can download the full guide here (with email sign-up), but in this post, we’ll look at some of the key notes.

First off, the guide looks at the various tracking and metric options, and how they can be applied to your marketing process.

As you can see in this example, LinkedIn’s guide provides insight into a range of tracking methodologies, which could provide you with guidance on different approaches.

Each section also includes expert tips to explain and evaluate the pros and cons of different strategies, while also providing notes on what works for them.

The guide also includes tips on each element, and how you can apply different methodologies and approaches based on the advice in each section.

There are some helpful pointers here, and again, the additional insight from top marketing minds helps to contextualize the information, so you can understand how, exactly, each element applies (or doesn’t).

Which could be valuable for your data approach, and building a more reflective, accurate trail of response insight. Which will then help to guide more accurate, valuable marketing spend, by focusing on the elements that really drive results.

The guide also includes notes on LinkedIn’s own tracking and measurement options, and how they can help at each stage.

There are some valuable notes here, and while these won’t all apply to all brands (the focus is B2B marketers), there’s some interesting food for thought either way, which could help you to focus your efforts on the right metrics.

You can download LinkedIn’s “The Future of B2B Measurement” guide here.