As B2B marketers turn to social media to promote their content, some platforms are proving more useful than others. According to the “LinkedIn Ads Benchmark Report Q3 2015” published by Marketing Mojo, 79 percent of B2B marketers said that LinkedIn was “effective” at generating leads.
Additionally, the data indicates that LinkedIn may be the best advertising platform for B2B marketers looking to reach audiences with gated content, such as eBooks and white papers. In the third quarter of 2015, about 87 percent of total conversions on LinkedIn came from white papers and eBooks.
“LinkedIn has proven to be about as successful as paid search campaigns for advertisers seeking direct sales or ‘contact us’ conversions from a conversion rate perspective,” wrote the authors of the report.
Looking Back on LinkedIn Use in 2014
Near the end of 2014, research showed a growth in B2B logins on LinkedIn. In fact, a report released by Janrain found that the total number of logins increased from 29 percent in Q3 2014 to 35 percent in Q4 2014.
Furthermore, this turn toward LinkedIn resulted in a slight drop in logins for both Facebook and Google.
“We can draw the conclusion that B2B companies are beginning to better understand the benefit of offering LinkedIn as a social login option, an identity provider that passes over a data payload (with user permission, of course) that includes key professional data such as positions held and a verified email address,” said Alexandra Larralde, marketing manager at Janrain.