Ehinger Schwarz

Schmuck, der Zeichen setzt: Bei der Neupositionierung von Ehinger Schwarz 1876 haben die Markenstrateg:innen und Designer:innen von Zeichen & Wunder eng mit den Verantwortlichen des Unternehmens zusammengearbeitet. Das Ergebnis kann sich sehen lassen. München, 18. April 2024. – Seit über 140 Jahren erzählen Ringe, Ohr- und Halsschmuck von Ehinger Schwarz 1876 Geschichten, die sich stets […]


Bardusch – Corporate Design

Seit über 150 Jahren bringt Bardusch aus dem schwäbischen Ettlingen Hygiene und Sicherheit in das professionelle Textilmanagement. Europaweit verlassen sich über 90.000 Kunden auf den hygienezertifizierten Textilservice. Mehr als eine Million (!) Arbeitnehmer tragen täglich (!) die Bardusch Arbeitskleidung, was für das Unternehmen einen maximalen Grad an Verantwortung bei Hygiene, Qualität und Komfort mit sich […]


Why Marketers Should Be Excited About LinkedIn’s New CTV Ads for B2B Campaigns

At its recent B2Believe Conference, LinkedIn announced LinkedIn Connected TV (CTV), a new product offering that will allow B2B marketers to tap into audiences off-platform, and onto the big screen at home. With notable CTV publishers on board – including Roku, Samsung, and NBCUniversal – clients can now utilize LinkedIn’s campaign manager to purchase streaming ads.

But that’s not all. The news came in tandem with a new partnership with NBCUniversal to introduce LinkedIn Premiere, a new managed offering in Campaign Manager that helps you target decision-makers in the United States across NBCUniversal’s premium streaming content on CTV.

While the news is exciting – most marketers will likely have the same questions: Is LinkedIn Connected TV a viable product for our marketing strategy? What are its benefits? How does it work? And how are results measured?

What is connected TV (CTV), and what are its marketing benefits?

Simply put, connected TV (CTV) advertising refers to the practice of delivering ads through internet-connected television sets. Also known as smart TVs, connected TVs allow viewers to stream digital content through apps, either built-in or via devices like Roku, Apple TV, or gaming consoles. So, unless you’re using bunny ears on an old-school “dumb TV,” chances are you’ve encountered this type of ad in the process of streaming your favorite TV show.

So, what makes this type of advertisement enticing? While the format shares a lot of traits with its on-platform counterpart, it’s important to note these ads offer several benefits:

  • Targeted advertising
  • High Viewability
  • Brand Safety
  • Cost-effective
  • Measurable Results
  • Reach

LinkedIn CTV reach already stands at 60 million households, and more than 105 million connected devices per month in the US and Canada – and these numbers are only set to grow.

Building on the success of video

During a B2Believe session regarding the product launch, Taina Palombo-Price, LinkedIn’s Senior Director of Product Marketing, said “CTV promises the power of big-screen storytelling for B2B brands.”

The move to home television screens appears to be a calculated one, as the new offering “builds on the success of LinkedIn’s In-stream Video Ads, which are helping customers nearly triple their in-stream video completion rate.” Combining this note of success with the rise of video consumption both on and off the social media platform, and the birth of this product offering makes all the more sense.

Reaching your audiences with connected TV

When was the last time you pulled up LinkedIn out of boredom? While it’s the premier social platform for networking, professional development, and job hunting, users tend to use the platform more intentionally when compared to the likes of TikTok, Instagram, and Facebook, which in turn, decreases their receptiveness to advertisements. This was the strategic thinking that led to the off-platform approach of CTV, said Penry Price, VP of Marketing Solutions at LinkedIn, who recently spoke with AdExchanger about the launch.

“LinkedIn’s expansion into CTV is not a customer acquisition play. Rather, the point is to help B2B advertisers reach existing LinkedIn members in different parts of the day,” he said, “such as when they’re at work or back at home on the couch.”

The promise of LinkedIn CTV ads

How would you like to raise brand awareness and consideration earlier on in the purchase journey? That’s the goal of LinkedIn CTV ads. In the same interview, Price shared his thinking: “B2B brands need to make sure customers have a favorable opinion of a brand before they see a product ad on LinkedIn. By starting campaigns further up the funnel with CTV, brands can increase the odds of their digital ads actually driving sales.”

Blogging about the product launch, Lindsey Edwards, LinkedIn’s Vice President of Product Management, said “marketing campaigns are only as effective as the audience they reach.” As Edwards cites, a Demandbase report in 2023 found that 90% of US households embraced CTV, up from 81% in 2021, and the channel shows tremendous promise for B2B applications.

“By incorporating CTV into their marketing playbooks,” shared the report, “B2B advertisers can breathe new life into their campaigns, achieving heightened brand presence and improved engagement. In fact, a recent study noted that viewers exposed to both TV and digital ads were 40% more likely to recall the brand than if they saw a digital ad alone.”

The new product launch offers more than the ability to reach audiences earlier in the purchasing journey and bring highly-targeted ads to CTV. It will also give B2B brands of all sizes the opportunity to showcase their creativity and appear alongside content that was never before possible.

Trevor Fellows, Executive Vice President of Digital Sales and Partnerships for NBCUniversal, spoke at B2Believe on the accessibility that the product brings forward. “This is really the democratization of advertising and the ability for even small clients to appear with amazing content. We announced last week … that we’re going to be opening up our Olympic coverage this summer to programmatic advertisers. That means that literally anybody can advertise in the Olympics going forward – you go back 12, 16, 20 years, that was unheard of.”

Measuring the success of LinkedIn CTV ads

In addition to native reporting, like Performance Summary Reports, Revenue Attribution Report, Conversions API, and its new CTV Brand Lift, LinkedIn is collaborating with industry-leading partners, like iSpot for advanced audience measurement and Kantar for objective brand lift studies, to help better assess the reach of your campaigns against your target audiences. But, wait, there’s more. Price remarked on measuring success, “We’ll be looking for higher engagement on LinkedIn – such as whether clicks and video completion rates increase for a brand’s ads on LinkedIn among target audiences who first saw the ad on CTV compared to those who didn’t. We’ll also rely on measurement and verification partners to deliver core TV metrics like reach and frequency.”

Starting a LinkedIn CTV campaign

If you’re a B2B marketing pioneer, and you’re excited about the product launch, here’s what you need to know about starting your first LinkedIn CTV campaign:

  • Ads can appear at the beginning (pre-roll), middle (mid-roll), or within the last 15 to 30 seconds of the long-form video.
  • You must use Campaign Manager to create your campaigns.
  • CTV ads only support auto-bidding.
  • Targeting is currently limited to the United States (US) and Canada.
  • English must be the audience language.

For step-by-step instructions, we recommend referring to the LinkedIn help center article: Set up Connected TV ads in Campaign Manager.

Should you use LinkedIn CTV ads?

Leveraging LinkedIn’s B2B-specific targeting options for CTV allows marketers to create a more holistic approach to the platform. Previously, marketers had to use different vendors to run CTV, which have audiences different from those targeted on LinkedIn, causing a gap in targeting and overall attribution calculations.

Furthermore, the proliferation of video content cannot be ignored. LinkedIn CTV and its partnerships with these major players in the TV space make for an enticing offer for B2B marketers – an offer that allows users to create multiple touchpoints, allowing brands to engage with new audiences and appear in different mediums throughout the buyer journey. In so many words, the ad solution works to ensure your brand is memorable and top of mind when a key decision-maker is ready to make a purchase.

There’s much to be learned about the effectiveness of this tool and the risks and rewards of launching a campaign centered around the newly launched product. That being said, there’s a lot to be excited about as innovations of this size in the social media space only come by so often. Will it be a hit? We’ll continue to monitor the viability of LinkedIn Connected TV – and work internally to offer up recommendations on how you can leverage their latest solution for your brand.

In the meantime, we invite you to check out our rundown of expert tips for B2B marketing on LinkedIn from our team of social media specialists.

The post Why Marketers Should Be Excited About LinkedIn’s New CTV Ads for B2B Campaigns appeared first on B2B Marketing Blog – TopRank®.


House of Wonders

Welcome to: The House Of Wonders! Dieses Kreativ-Kollektiv ist spezialisiert auf digitale Bildwelten und bringt 3D-Erlebnisse mit den Dienstleistungen einer Full-Service Produktion auf eine völlig neue Stufe. Ihren Markenauftritt entwickelten wir auf Basis Ihrer Brand Vision: „Wir lösen die klassische Bild- und Videoproduktion ab“. Now, you know HOW! Die unverwechselbare Wortmarke setzt auf Bewegung. Im […]


20 Common B2B Marketing KPI Examples to Track Performance

Marketers of every stripe are feeling the pressure to prove the ROI of their efforts. In B2B marketing, this proof is even more important — and harder to quantify. Long sales cycles, large buying committees, and convoluted customer journeys all make measurement more challenging.

But data-driven marketers are up for the task. We have the capability to measure a host of key performance indicators (KPIs). We just need to define them and build the capacity for measuring them into our marketing strategies.

This guide features 20 of the most common B2B KPIs. From traffic and visibility metrics to lead generation, engagement, and beyond, these equip marketers to measure, fine-tune, and elevate their campaigns.

20 B2B marketing KPI examples

We’ve grouped these metrics by category to make them easier to browse. The right metrics for your campaigns may vary depending on the tactics you’re using, your audience, and where you’re getting the most engagement.

Traffic metrics: Brand interaction that signifies intent

On the looping highway that is the customer journey, traffic metrics serve as signposts that indicate points of interest — where your messaging is earning engagement and visibility. These metrics offer a scenic view of how audiences navigate and interact with your brand, making it easier to see where your optimization time and effort is best spent.

Organic Traffic: Picture this as the organic foot traffic wandering into your digital storefront. It signifies the number of visitors reaching your site through search results or direct clicks, without interacting with a paid ad. This KPI can show how relevant your content is to your target audience’s search needs.

Paid Traffic: Just like toll roads can speed up your journey for a small fee, paid traffic makes it easier to bring visitors to your site. It simply means visitors that came from any paid advertising effort. Understanding this metric helps you measure your ad spend efficiency and the resonation of your campaign with the right audience.

Social Media Impressions/Engagement: If paid ads are toll roads leading directly to a destination, social media is a town square. Engagement is key, community is king, and success is measured in likes, impressions, comments and shares. Impressions and engagement metrics on social platforms offer insights into who your audience is and what content is most meaningful to them.

Earned Media: Restaurants that land in the Michelin Guide are more likely to bring in tourists. This is an example of earned media — it means your brand is mentioned on other platforms without your direct involvement. Healthy earned media mentions are a testament to your brand’s reach and impact.

Traffic from Social: Just a few years ago, this was the chief social media success metric. Now, algorithms are less likely to promote posts that link off site. If your social media strategy is consistently driving traffic from the social media town square to your brand’s site, that’s an excellent performance indicator.

Understanding and harnessing these traffic metrics helps to show how customers are encountering your brand, what messages are resonating and with whom. All of the above helps reveal areas of strength and opportunities for optimization along the route to increased engagement and visibility.

Visibility and search metrics: How well does your content match searcher intent?

Search engine optimization (SEO) is a constantly moving target. Not even Google employees fully understand the algorithm that determines search rankings; it’s a program that is constantly building on itself with minimal human intervention.

It’s critical to keep a close eye on metrics that measure your search visibility. The following visibility and search metrics act as guiding lights, offering insights into your brand’s discoverability and credibility.

Keyword Rankings: Every keyword typed into a search engine is an expression of desire — a need to be met. Monitoring keyword rankings can show whether your content is meeting the relevant needs. It involves tracking the positions your website holds in search engine results for specific terms. Higher rankings signify enhanced visibility and relevance, potentially driving more (and more relevant) organic traffic to your site.

Organic Click-Through Rate (CTR): Rankings are important, but rankings alone don’t turn browsers into prospects. CTR for search measures the percentage of users clicking on your organic search results compared to the total number of impressions. If your CTR is low, your meta descriptions and titles need an overhaul to more closely match user intent and compel a click.

SERP (Search Engine Results Page) Features: Search engine results used to be a set of links ranked in order of relevance, with a text ad or two on top. Now there are multiple ‘position zero‘ places for content to rank. Featured snippets, knowledge panels, video excerpts and other specialized search results can increase your visibility.

Backlinks: The number of sites that link to your content used to be a key quality indicator for Google. Now backlinks are one of many such indicators, but it’s still important to monitor them. Backlinks from credible and authoritative sites can help your rankings, while backlinks from untrustworthy sources can harm them. Monitoring backlink quantity and quality helps gauge your site’s trustworthiness and its potential to rank higher in search engine algorithms.

Domain Authority and Page Authority: These metrics assess the strength and credibility of your website (Domain Authority) and specific pages (Page Authority) in search engine algorithms. Higher domain and page authority scores typically correlate with better search visibility and rankings. In fact, many keywords have a minimum domain or page authority to even be considered for page one results.

Understanding and optimizing these visibility and search metrics helps to ensure your brand remains visible, credible, and discoverable by your target audience.

Lead generation metrics: Turning prospects into partners

The previous sections help measure how well you’re bringing prospects closer to your brand. Lead generation metrics can help you prove your effectiveness as a partner with the sales team, helping guide prospects into becoming customers.

Note that these metrics are less rigidly defined than the previous. Domain Authority, for example, is a universally-recognized number. But the definition of a qualified lead will depend on how your organization approaches the sales process.

Marketing Qualified Leads (MQL): Not everyone who visits your site or fills out a form will be a good fit for your solution. MQLs are prospects that demonstrate a level of engagement that deems them more likely to become customers than others. B2B MQL criteria might include job title, seniority, demographics, organization size, and role in decision making.

Sales Qualified Leads (SQL): MQLs are sent to the sales team for further qualification. Sales compares these leads to their history of deals won and lost to determine whether an MQL is an SQL as well. Measuring how well your MQLs convert into SQLs can help guide efforts to align with sales.

It’s imperative for sales and marketing teams to align on these lead definitions. Collaboratively establishing and agreeing upon what constitutes an MQL and an SQL ensures a shared understanding of lead quality, minimizing discrepancies, and fostering a smoother transition of prospects through the sales pipeline.

Engagement and conversion Metrics: Gauging audience interaction and action

At the heart of it, marketing is about compelling people to take specific actions. Engagement and conversion metrics help marketers understand how well their marketing campaigns are leading to the desired outcomes.

Engagement Metrics: Engagement means, at a broad level, any kind of interaction that your target audience has with your content. It can include comments, shares and reposts on social media, comments and sharing of blog posts, clicking links in your email newsletter, and much more. Any sign that someone has seen your content and found it valuable can be considered engagement.

On social media platforms, likes and comments on posts showcase the level of engagement and resonance of content with the audience. Similarly, shares indicate a higher level of interest, potentially expanding the content’s reach.

Conversion Rate: This metric measures the percentage of users who take a desired action. It could be as large a step as making a purchase, or an incremental one like subscribing to your newsletter or downloading a guide. You’ll likely measure many different conversions as you map out your customer journey.

Conversion rate is expressed as a percentage: If 100 users visit your website and five of them make a purchase, your conversion rate would be 5%. This rate reflects the effectiveness of your content or campaigns in prompting the desired action.

These engagement and conversion metrics provide valuable insights into audience behavior, content performance, and the effectiveness of marketing strategies in prompting desired actions. This is crucial for both optimizing your strategies and showing the value of your marketing efforts.

Advertising performance metrics: Measuring the value of your spend

Measuring the return on advertising expenditures is an essential part of proving your marketing team’s effectiveness. These metrics can help guide you to understand where best to invest your ad budget for maximum return.

Cost Per Click (CPC): This metric calculates the average cost paid for each click on an advertisement. It shows whether you’re backing the most effective ads with your money. For example, if you spent $100 on an ad campaign that generated 200 clicks, your CPC would be $0.50 per click ($100 divided by 200 clicks). But if a $100 campaign only generates one click, that means a $100 CPC and a dire need to re-evaluate your campaign.

Click-Through Rate (CTR): CTR measures the percentage of users who click on an ad after seeing it. It gauges how relevant your offer is and how compelling your creative is. A high CTR means your ad copy is on point and your subject matter is compelling.

Like conversion rates, CTR is expressed as a percentage. If your ad is shown 1,000 times and receives 50 clicks, the CTR would be 5% (50 clicks divided by 1,000 impressions multiplied by 100).

Cost Per Acquisition (CPA): This metric includes cost per click and conversion metrics for an overarching look at how much it takes to acquire a customer through all of your campaigns.

For example, if you spent $500 on an ad campaign and acquired 10 customers, your CPA would be $50 per acquisition ($500 divided by 10 customers). Of course, whether $50 is a reasonable CPA depends on the monetary value of each customer (more on that in the next section).

With these metrics on board, you can optimize ad campaigns, maximize ROI, and refine targeting strategies to attract and convert high-value leads or customers.

Customer lifecycle metrics: Measuring marketing beyond the first sale

Marketing’s job doesn’t end once a prospect becomes a customer. Nurturing customers into repeat customers, and even loyal brand ambassadors, is a critical part of successful marketing. These metrics help measure the business value of existing customers.

Lead to Close Rate: This metric measures the percentage of leads that eventually convert into paying customers. It signifies the efficiency of your sales process and the quality of leads generated by marketing efforts. This metric is presented as a percentage as well: if 100 leads are generated, and 10 of them become paying customers, the lead to close rate would be 10% (10 customers divided by 100 leads multiplied by 100).

Customer Lifetime Value (CLV): CLV measures the total predicted revenue a customer is expected to generate throughout their relationship with your business. For example, If the average customer spends $500 annually, stays with your business for 5 years, and has an associated profit margin of 30%, the CLV would be $1,500 ($500 annual spend x 5 years x 30% profit margin). Knowing this helps determine if your CPA is sustainable—if customers cost more to acquire than they generate in revenue, it’s time to reevaluate your strategies.

Churn Rate: Churn rate calculates the percentage of customers who leave the business in a given period. This percentage helps to measure the level of attrition over time, which can assist in developing new retention strategies.

Measuring churn rate requires a little extra math. If you have 500 customers at the beginning of the month and 50 customers churn during that month, your churn rate would be 10% (50 churned customers divided by 500 total customers multiplied by 100).

You can see how combining these metrics can give you a complete picture of each marketing activity’s value. If you know:

  • The average amount of traffic to a landing page
  • The conversion rate for filling out a form on that page
  • The percentage of form fillers that become MQLs
  • The percentage of MQLs that become SQLs
  • The percentage of SQLs that become customers
  • The average customer lifetime value

Then you can quantify the value of a single visit to your landing page in real dollars and cents.

Use KPIs to spot opportunities in B2B marketing

When we talk about metrics and KPIs, it’s important to remember that they’re not just numbers on a spreadsheet. Each data point represents an opportunity to better understand the customer journey and optimize the paths from awareness to repeat purchases.

The TopRank Marketing team puts a high value on measurement and optimization. Our marketing strategies can include benchmarking and comprehensive monthly and annual reporting.

Learn more about how TopRank Marketing can help you measure and optimize your marketing results.

The post 20 Common B2B Marketing KPI Examples to Track Performance appeared first on B2B Marketing Blog – TopRank®.