Expose the Dark Funnel behind your LinkedIn Ads and discover their true value with Dreamdata
Dreamdata has just released another great LinkedIn feature: LinkedIn Intent Data!
We are now able to pull your LinkedIn Ads customer engagement data to show and attribute the engagement behind your LinkedIn Ads.
In other words, we can now reveal more of the value driven by the so-called Dark Funnel behind your LinkedIn Ads…
… which has been shown to improve the ROI measure of LinkedIn Ads by an average of 7.7x. (Based on the impact on Dreamdata customers’ data over the last 12 months)
But there’s more to this. In fact, these data insights, available on all plans (Free, Team, and Business), enable you to:
See if your ads are reaching their intended audience (even when they’re not clicking through to your website),
Give your BDR and sales teams access to an extra stream of intent data, and crucially,
Get more accurate attribution modelling towards your LinkedIn ads campaigns - we’re sharing some crazy stats below!
In this post, we’re unpacking all of this and more! Let’s dive in!
Discover the audience behind your LinkedIn Ads
In the first place, Dreamdata’s LinkedIn Intent Data feature gives B2B marketers access to impression and engagement data on their LinkedIn Ads.
This means having pre-conversion (aka Dark Funnel) data on the companies exposed to and engaging with your ad campaigns on LinkedIn.
For the performance marketer, these insights can help identify whether the intended audience for each campaign is actually the one being exposed to the ads. Which is especially useful when running ABM campaigns, where you have an established list of target accounts.
If the ads are not hitting the right target audience, you can then use the report to optimise the campaigns and fine-tune the audience. Whether this is through your bidding, content, matched audience, or by sending your pipeline data back to LinkedIn Ads through our LinkedIn Offline Conversions integration (and letting the ads algorithm do the work for you).
What is included in the LinkedIn Company Engagement report?
Company: the company behind impression/engagement
Campaign: the Ad campaigns that had impressions.
Impressions: the number of times your ads were shown to a LinkedIn member from an account you’re targeting with ads.
Clicks: the number of clicks
Website: a link to the company’s website
Country: the company’s registered location
Industry: the company’s industry, e.g. SaaS
Track buying intent to speed up your pipeline
The insights from LinkedIn’s customer engagement data are also a goldmine for BDRs and Sales reps.
A quick browse through the report can reveal the companies that are most actively engaging with your ads and therefore showing the most buying intent.
This can then focus your BDRs on targeting the most active and/or highest-value accounts, and similarly identify if there are companies where greater attention needs to be given.
Combined with other streams of intent data - such as G2 which you can read all about here - as well as site and product tracking data, BDRs and Sales reps can also use these intent signals to better time and personalise outreach. More tips on sales intelligence in this post.
You might also be interested in using Dreamdata to send this intent data directly to your CRM - so your sales team can apply the data in the platforms they live in their day-to-day.
Attribute towards engagement, not just conversions
As a B2B revenue attribution platform, we’re always excited for additional touchpoints to make our attribution modelling even more accurate.
With LinkedIn Ads intent data, we’re now able to take into account pre-conversion LinkedIn Ads engagement in the attribution modelling.
This means greater accuracy towards the influence of LinkedIn Ads touches. Which in turn means greater accuracy on the ROI of this channel.
Which, let’s face it, is hugely beneficial to the B2B marketer - especially in the current climate of marketing budget efficiencies.
7x more revenue attributed to LinkedIn Ads!
As soon as we got our hands on the LinkedIn Ads intent data, we looked at how this impacted our customers’ LinkedIn data over the past 12 months.
The results speak for themselves. It’s a complete game-changer for LinkedIn ads.
We saw 7.7x more revenue attributed to LinkedIn Ads on average when including company engagement data.
Let’s think about what this number means for a second.
Even if your return on ad spend (roas) looks fine you now know that you could easily increase your ad spend on LinkedIn 2 - 3x without running any major risk of wasting your budget.
We also saw an average increase in tracked businesses interacting with LinkedIn Ads increase by 4.3x.
These are staggering figures, which will no doubt aid Dreamdata users make better decisions on what channels (and campaigns) to spend their paid budgets on.
Of course, aided by our LinkedIn paid performance reporting - more on that here.
Improve customer journey mapping with additional touch points
‘Journeys’ was Dreamdata’s most-used dashboard last year. And there’s little surprise there. Our customer journey mapping reports are useful to virtually every role in B2B go-to-market teams.
Pulling LinkedIn Ads intent data, means we are now able to populate the customer journey map - for every single one of your deals - with any engagement that the account may have had with your LinkedIn Ads.
So you can better understand where in the journeys your different ad campaigns are taking place. Insights which you can then use to optimse the campaigns - think different content/ messaging, or to improve your sales interaction and outreach.
Summary: LinkedIn Intent Data integration with Dreamdata is a game-changer!
Thanks to our LinkedIn Marketing Partner integration with LinkedIn Ads, we are now able to pull your LinkedIn customer engagement data into Dreamdata to give a better overview of how companies interact with your LinkedIn Ads.
This means that Dreamdata users are able to:
Discover if your LinkedIn Ads reach your audience, even if they’re not clicking through. And so helping you optimise your bidding, content, and targeting.
Help BDRs and sales reps track buying intent and speed up their pipeline by targeting the most active and highest-value accounts.
Attribute towards engagement, not just conversions to see a 7x increase in attributed revenue on LinkedIn Ads.
Improve customer journey mapping with additional touchpoints.
Start using your LinkedIn intent data Free today with Dreamdata!
