Introducing Qualified Leads Optimization, LinkedIn's new feature designed to enhance ad targeting by focusing on leads more likely to convert into paying customers. This approach aims to improve revenue efficiency and maximize ROI by aligning ad delivery with lead quality.
Importance
In B2B marketing, lead quality is crucial due to the complex buying cycles. With 78% of CMOs emphasizing the importance of proving ROI, engaging high-intent accounts is essential. Qualified Leads Optimization targets leads that show readiness to buy, providing deeper attribution to demonstrate pipeline contribution and revenue impact.
Functionality
Marketers can define lead quality using their own systems or third-party CRMs like HubSpot, Dynamics, or Salesforce via Zapier. By utilizing the LinkedIn Conversions API, qualified leads can be sent to LinkedIn's Campaign Manager, resulting in a reported 39% decrease in cost per qualified lead. Setting up a "qualified leads" conversion event allows for sharing high-quality lead data, optimizing ad delivery based on these leads.
Getting Started
To implement Qualified Leads Optimization, follow these steps:
- Open Campaign Manager.
- Set up the Conversions API connection and define qualified leads.
- Create a new conversion event labeled "Qualified Lead."
- Create or edit a campaign under the "Lead Generation" objective.
- Choose "Qualified Lead" as the campaign's optimization goal.
- Add the "Qualified Lead" event to tracked conversion events.
Feedback
Companies like Eftsure have reported a 20% decrease in cost per SQL after using this feature. The LinkedIn Ads Benchmarks Report indicates that 29% of MQLs, 36% of SQLs, and 35% of new business deals are influenced by LinkedIn Ads, outperforming other platforms.
Availability
Qualified Leads Optimization is available for any campaign using the Lead Generation objective within Campaign Manager and is accessible to all customers.
