MarTech Releases Updated "LinkedIn Marketing Guide," Focusing on B2B Marketing Tools and Latest Platform Features

Enterprise marketing technology media MarTech recently updated its flagship guide "Marketing on LinkedIn: What you need to know", providing B2B marketers with the latest comprehensive reference on LinkedIn platform marketing tools, strategies, and best practices. This update specifically incorporates new creative tool information for small and growing businesses.

Guide update highlights

MarTech's guide, based on continuous tracking of LinkedIn platform features, aims to help enterprise marketers fully understand this professional social network. The guide notes that LinkedIn is the largest business social network and an important platform for B2B marketing. Companies can not only showcase products and services, generate sales leads, but also build brand awareness and establish professional influence within the industry.

LinkedIn platform data and advertising revenue

The guide cites LinkedIn's official self-reported data, claiming it has over 199 million users in the United States, but also reminds that these figures include business accounts and contain a certain proportion of ghost accounts. In terms of advertising revenue, LinkedIn's 2022 advertising revenue reached $5.91 billion, and according to Statista, this figure is expected to grow to $10.35 billion by 2027.

Core marketing tool matrix

The guide details LinkedIn's main marketing tools, including:

• Company Page: Build a brand's digital storefront, publish company updates, and engage with target audiences.
• LinkedIn Ads: Support multi-dimensional targeting such as job title, industry, company size, etc., covering goals like brand awareness, traffic, leads, and more.
• Sales Navigator: Provides sales teams with advanced search, lead recommendations, and CRM integration to help identify and reach potential customers.
• LinkedIn Analytics: Provides key metrics such as audience insights, content performance, ad effectiveness, and industry benchmark comparisons.
• LinkedIn Stories: Supports short-lived content sharing, increasing engagement and exposure opportunities.
• Showcase Pages: As an extension of the Company Page, used to focus on specific product lines or brand campaigns.

New features and platform updates

• The guide highlights the following recently launched or optimized features:- Accelerate Campaigns: This ad campaign type is designed to drive specific business outcomes, such as lead generation or website visits, with a streamlined creation process and pre-optimized targeting, and integrates generative AI to create visual content.
• Lead Generation Post Boosting: Users can now select the "Lead Generation" objective when boosting posts, simplifying ad setup, and supporting budget, target audience settings, and lead form attachment.
• Companies Hub in Campaign Manager: Provides B2B marketers with account-based marketing (ABM) data insights, centrally displaying company-level engagement information from organic content and paid advertising.
• Enhanced video presentation and discovery features: Including full-screen vertical videos on desktop, larger displays on mobile, swipeable video carousels in search results, as well as new video analytics (such as average watch time) and short-form video tutorial courses.

Marketing Strategy and Best Practices

The guide also offers several strategic recommendations, including using LinkedIn Live for real-time events, encouraging employee advocacy programs, and actively participating in industry groups. The guide emphasizes that all activities on the platform—whether organic content or paid advertising—should be aligned with clear marketing objectives.

Industry Background and Guide Value

In the context of B2B marketing's ongoing shift toward content marketing and social selling, LinkedIn, as a platform where professionals gather, is rapidly iterating its marketing capabilities. This MarTech update aims to help marketing teams stay up to date with new tools and strategies in a changing environment, improving overall marketing efficiency.

About MarTech

MarTech is a professional media outlet for the marketing technology industry, providing platform news coverage, strategy analysis, and industry trend insights. This guide is one of the resources continuously maintained by the MarTech editorial team and is available free of charge for marketing professionals.