LinkedIn’s latest insights reveal how AI, SMB engagement trends, and predictive audience tools are reshaping B2B marketing. These updates help marketers optimize outreach, enhance ad targeting, and improve lead generation. Here’s what you need to know.
How Marketers Can Better Connect With SMBs
Small and medium-sized businesses (SMBs) play a crucial role in the global economy. LinkedIn’s report outlines strategies for engaging with them, noting that as businesses grow beyond 10 employees, they expand investments and seek more complex solutions. At 50 employees, their budgets triple, and they focus on innovation and gaining a competitive edge.
As SMBs grow, their decision-making becomes more structured, moving from a single decision-maker to buying committees. LinkedIn’s report highlights that social media, particularly LinkedIn, is the top promotional channel for SMBs. 68% of SMB leaders say LinkedIn feels like an investment in their business, making it crucial for engaging this audience.
Source: SocialMediaToday
AI and automation are transforming SMB marketing. LinkedIn’s ‘Accelerate’ campaigns show increased efficiency and reduced costs. Multi-image posts generate the highest engagement, followed by document posts, single images, and videos.
Paid boosting of personal updates expands reach to SMB decision-makers. Marketers should leverage AI tools, engage on social media, and prioritize effective content formats to optimize outreach. Staying up-to-date with LinkedIn’s latest features will be essential for success in 2025.
Source: SocialMediaToday
AI Adoption Among B2B Marketers
LinkedIn’s latest report highlights the increasing role of AI in B2B sales, with 74% of sales professionals considering AI the future of the industry and 73% believing that teams failing to adopt AI will fall behind. AI integration is particularly high in areas like lead targeting, process automation, and customer outreach, making sales teams more efficient. The data also shows that 88% of sales executives report AI has had a significant or moderate impact on sales ROI, while 84% say AI saves them at least 30 minutes daily on routine tasks.
Source: LinkedIn
To help businesses stay ahead, LinkedIn recommends integrating AI-powered tools like Sales Navigator, which leverages AI for smarter lead targeting and sales insights. By automating key processes and enhancing decision-making, AI enables sales teams to optimize their efforts and drive better results. As AI-driven tools continue to evolve, their impact on B2B marketing will only grow, making early adoption crucial for long-term success.
LinkedIn Updates Predictive Audiences
LinkedIn’s Predictive Audiences uses AI modeling to analyze engagement data (ad impressions, clicks) alongside first- and third-party data to create new audience segments that are more likely to convert. Similar to Meta’s Advantage+ targeting, this tool expands your reach by identifying high-potential prospects based on behavioral patterns.
Originally launched in 2023, Predictive Audiences replaced Lookalike Audiences in favor of a more data-driven approach. Recent updates now allow for company list targeting and the inclusion of retargeting sources, enhancing B2B marketers’ ability to refine their audience strategies.
Early results indicate a 21% reduction in cost-per-lead, reinforcing AI’s effectiveness over manual audience selection. These improvements make Predictive Audiences a valuable tool for maximizing LinkedIn ad performance.
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