LinkedIn’s new Corporate Engagement Report is out now, offering data to help B2B marketers understand whether they’re reaching the right audiences.
The Company Engagement Report includes a number of metrics that show how engaged key audiences are with the business.
The data is categorized by the companies that a company has identified as very valuable to them.
Marketers can find the following metrics in the retention report:
- Total engagement level: Calculated from the sum of ad retention, organic engagement, and website visits – divided by the number of members targeted and rated in companies marketed on LinkedIn.
- Member targeted: Number of members who work in the company and were approached by a campaign.
- Total ad engagement: Number of likes, comments, clicks, shares and video views (counted if members have viewed at least 25% of the video). Includes paid ads and ads that are shared virally.
Totally organic commitment: Total number of interactions from posts on your organization’s LinkedIn page.
Total number of website visits: Total number of visits by members to your website that are linked to the LinkedIn Insight Tag.
Using the Company Engagement Report
According to LinkedIn, the new report enables marketers to do three things: Knows, focus, and Understand.
This refers to:
- Knowledge when you reach the right people.
- Focus about companies that need sales and marketing activities.
- Understand How ads and organic content behave with key audiences.
For example, marketers can use “Impressions” to see if they are seeing ads from the individual decision makers they need to see.
The holistic engagement level metric can be used to determine which accounts may deserve special attention and emphasis.
According to LinkedIn, the Corporate Engagement Report was primarily created to help marketers answer the question, “Does this work?”
“It’s about helping you finally answer that age-old question – does it work? – and take the right steps accordingly. If you find that your approach is leading to high account engagement, it may be time to take the next step by reaching out to prepared decision makers directly through LinkedIn messaging. If not, it will take a lot of changes and leverage to get on the track. “
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The Company Engagement Report is the newest feature from LinkedIn designed specifically for B2B marketers and account-based marketers (ABM). It’s free to anyone in Campaign Manager.
Source: LinkedIn Marketing Solutions Blog