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LinkedIn Ads Sales Benchmarks

Mar 20, 2025

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Summary: 

The Power of Benchmarks in LinkedIn Advertising & Sales

In this episode of The LinkedIn Ads Show, host AJ Wilcox welcomes Ruby James from LinkedIn to discuss one of the most valuable benchmark reports available for B2B startups—Growth Benchmarks for Scaling B2B Startups. Unlike traditional benchmarks that focus solely on marketing performance, this report integrates both marketing and sales metrics, offering a holistic view of what success looks like for startups.

Key Takeaways:

  1. The Evolution of Measurement in B2B Marketing

    • The top-performing startups are measuring marketing success beyond lead generation, focusing on sales metrics like meetings booked, opportunities created, and revenue closed.
    • Sales and marketing are increasingly aligned, with some companies merging them into a single "Revenue Team" to eliminate attribution battles.

  2. The Growing Impact of Executive Thought Leadership

    • Startups that integrate executive and industry thought leadership into their content strategy see higher engagement rates and stronger conversion rates through the funnel.
    • Data shows that retargeting audiences who saw thought leadership ads converted 45% more frequently than those who only saw traditional brand ads.
    • Low-lift, high-impact content (such as quick takes from executives) performs better than highly produced videos.

  3. The Shift to an ABM (Account-Based Marketing) Strategy

    • Early-stage startups have increased ABM adoption by 30% in just two years.
    • More companies are leveraging LinkedIn’s ABM tools, dynamically integrating CRM data and intent signals from platforms like G2 to refine their targeting.
    • Successful startups focus on pipeline acceleration campaigns, ensuring they engage buying committees throughout the entire sales cycle.

  4. Reimagining the B2B Funnel

    • The traditional marketing funnel is outdated, and leading companies are shifting to an “in-market vs. out-of-market” approach (based on LinkedIn’s 95-5 rule).
    • Companies that engage early in the buyer’s journey (before prospects enter the market) are more likely to be on their final shortlist when they’re ready to buy.

  5. The "Measurement Gold Rush"

    • Startups are investing in advanced measurement solutions (e.g., HockeyStack, Factors AI, Dreamdata) to track multi-touch attribution and incrementality.
    • The mindset is shifting to accepting that not everything can be perfectly measured and prioritizing longer time horizons for campaign evaluation.

Final Thoughts & Call to Action

  • The full benchmark report is available in the show notes, and listeners are encouraged to read along.
  • Ruby invites listeners to connect with her on LinkedIn for more insights and upcoming research.
  • AJ encourages LinkedIn Ads fanatics to check out the LinkedIn Ads Fanatics community for exclusive content, courses, and coaching.

This episode provides game-changing insights into LinkedIn advertising and B2B marketing strategy, especially for startups looking to scale efficiently while ensuring sales and marketing are aligned.

Want more insights? Join the LinkedIn Ads Fanatics community at fanatics.b2linked.com. 

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