Latest LinkedIn Updates and What They Mean for B2B Marketers
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Hello Growth Nation innovators,
Welcome to the June edition of the Growth Nation Newsletter!
It’s been an interesting first half of 2024 already. But, its promising to be more exciting. Recently, a lot seems to be unfolding at the same time, especially with the massive explaoration of AI and its capabilities in marketing. This also means that there's a lot of opportunities for businesses and markerters. According to LinkedIn’s 2024 B2B Marketing Benchmark report, the B2B marketing team of the future is expected to be more agile, data-driven, and customer-centric than ever before.
Even in the face of pressure to increase ROI, the report states that “B2B marketing leaders globally are optimistic about the future with 9 in 10 feeling confident in their ability to drive revenue in the year ahead.” LinkedIn revealed that for B2B marketers “to succeed, they’ll need to focus on building relationships and “collective confidence” among the buyer group, including decision makers and brand advocates, who influence purchase decisions.”
To make this possible, the platform has introduced a number of recent update that an help B2B professionals reach their marketing goals on LinkedIn faster and more efficiently. We will be highlighting these updates below.
The Wire Program
LinkedIn's Wire Program is a program that allows media companies to sell 3-15-seconds long pre-roll ads on their editorial video. Trusted publishers like Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo! Finance have signed up for the program. With a notable 45% increase in video uploads on LinkedIn year-over-year, LinkedIn launched the Wire Program recently.
This initiative allows brands to promote in-stream video ads alongside content from these trusted publishers. The Wire Program aims to help brands reach a growing audience consuming digital video. It has launched internationally, but currently does not feature audience targeting within the European Union (EU).
More AI Capabilities in Accelerate
LinkedIn is also enhancing its AI-powered campaign creation and optimization tool, Accelerate. The Accelerate campaign normally allows advertisers to leaverage the power of artificial intelligence (AI) to improve return on ad spend (ROAS) by continuously finding the best combination of targeting, creative, bidding, and placement for each campaign. This upgraded version now includes:
According to LinkedIn, advertisers using Accelerate are already seeing significant improvements, creating campaigns 15% more efficiently and achieving a 52% lower cost per action compared to traditional methods.
Introduction of C2PA Standard
On the 15th of May, Patrick Corrigan VP, Legal - Digital Safety at LinkedIn announced that LinkedIn has adopted the Coalition for Content Provenance and Authenticity (C2PA) "Content Credentials" technology. This will automatically label AI-generated content, ensuring transparency and authenticity for all users. Whenever LinkedIn users come across a video, they'll notice a "Cr" icon on images and videos. Clicking this icon will reveal the origin and history of the content, including whether it was AI-generated or edited.
Recommended by LinkedIn
The platform explained that this initiative aligns with its commitment to Responsible AI principles and aims to provide a trustworthy digital environment, protecting against misinformation and unauthorized use. The Content Credentials icon will only appear on LinkedIn feeds for now, with plans to extend coverage to ads and other surfaces. LinkedIn’s adoption of C2PA indicates that marketers will need to take cognizance of responsible AI use to ensure their campaigns continue to appeal to a broader section of their audience.
Premium Company Pages for Small Businesses
As part of LinkedIn’s effort to reimagine its platform with a focus on how AI can improve users’ satisfaction, it has also introduced a new feature called Premium Company Pages. The Premium Company Pages offer small businesses powerful tools to boost growth. These pages help increase brand awareness and followers, set businesses apart from competitors, and drive conversions.
Its key features include AI-guided messaging for personalized communication and custom call-to-action (CTA) options to engage potential customers effectively. This makes it easier for small businesses to manage their presence, attract the right audience, and achieve their business goals on LinkedIn.
Our team at grobot has also plugged into the opportunities that AI offers by using our lead generation automation tool, grobot. We designed grobot to make creating and maintaining B2B buyer-seller relationships easier and help marketers increase their revenue more quickly and easily.
If you need professional help in optimizing your LinkedIn B2B marketing results, creating and managing effective campaigns, generating quality leads, and establishing your presence on the platform as a market leader, reach out to us today.
Also, if you have any questions or if there's a specific topic you'd like us to cover in future newsletters, do reach out or leave us a comment below. We're here to help you achieve your lead generation goals on LinkedIn.
Warm regards,
The grobot team
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