LinkedIn is enhancing its offerings for B2B marketers with new tools and programs aimed at improving video ads and AI capabilities. These initiatives are designed to help marketers build relationships, engage with professionals, and reach all members of the buying group.

The Wire Program

• Short-form Video Content: With 75% of US adults watching up to two hours of short-form video daily, LinkedIn is testing a new initiative to promote in-stream video ads alongside trusted publisher content.
• Publisher Partnerships: The Wire Program is being tested with publishers like Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo Finance.
• Digital Video Consumption: U.S. viewers spend 55 minutes more daily on digital video than traditional TV. Aligning brand messages with publisher content in this format supports memory recall when buyers are ready to purchase.
• Campaign Manager: Marketers can run self-serve in-stream video ads on LinkedIn, ensuring 99% brand safety.

Expanded AI Capabilities

• Accelerate: Initially tested last October, Accelerate has shown significant results, with campaigns being created 15% more efficiently and a 52% lower cost per action compared to Classic campaigns.
• New Functionalities:
  • Microsoft Designer Integration: Helps build and customize creatives by describing desired visuals or uploading images. Offers multiple options for imagery and text overlays.
  • Enhanced Targeting: Allows integration of customer data with platform data to better target likely buyers. Includes options for targeting exclusions like company and third-party lists.
  • AI Marketing Assistant: Provides insights and recommendations for improving campaigns, such as adding data sources or adjusting budgets.

Building Brand with Sponsored Video Content

• Market Presence: With only 5% of B2B buyers in the market at any given time, staying top-of-mind is crucial. The Wire Program helps reach buyers consuming more digital video.
• Brand Safety: Ads run ahead of publisher content on LinkedIn's feed, ensuring a 99% brand-safe environment.

AI-Generated Campaigns for Faster ROI

• Generative AI Usage: 66% of B2B marketers already use generative AI. According to the 2024 Work Trend Index, AI helps users save time, focus on important work, and be more creative.
• Accelerate Campaign Workflow:
  • AI-Drafted Copy: Available globally in English, helping advertisers create more efficient campaigns.
  • Conversational Assistance: Expanded capabilities for the AI marketing assistant to provide campaign insights and perform tasks like budget adjustments.

Real-World Impact

• Calendly Case Study: Accelerate Campaigns significantly improved lead conversion rates and reduced cost per lead (CPL) by 66%, demonstrating higher efficiency and effectiveness.

Future Developments

• Continued Innovation: LinkedIn plans to introduce more tools and formats, such as LinkedIn CTV, Live Event Ads, and Thought Leader Ads, to help marketers reach and engage buyers more effectively.

Research Methodology

• 2024 B2B Marketing Benchmark: Conducted by Ipsos, surveying 2,000 global B2B leaders, including 448 CMOs, to understand the state of B2B marketing, budgets, priorities, and challenges.

These new offerings by LinkedIn aim to empower B2B marketers to drive revenue, build brand presence, and engage effectively with their target audience through innovative video and AI tools.