In B2B buying, decisions happen across multiple stakeholders within a company. Most current outreach is designed around leads and individual conversions. But the future of B2B marketing is company-intelligent.
This shift is why more marketers are adopting company-based strategies and evaluating performance at the company level.
LinkedIn Companies provides a 360-degree view of how your target companies engage with your brand, helping you spot high-intent companies, connect engagement to outcomes, and understand what's truly driving performance.
Let's see what Companies looks like in Campaign Manager! From the left-hand menu, select Plan and then navigate to the Companies tab.
The Companies page supports key use cases across your end-to-end ABM workflow for measuring marketing impact, retargeting companies through the funnel, and even driving marketing and sales coordination.
Each row represents a company and their employee's interactions with your companies' posts and ads.
The columns give you a quick read on performance from organic and paid engagement all the way down to qualified leads and company firmographics.
You can also switch to the revenue dropdown to see how target companies are progressing toward closed-won deals within your pipeline.
Metrics like deal status and pipeline value help you understand which companies are closest to deal closure to help focus your marketing efforts or provide valuable signals to your sales counterparts.
For full visibility into these deeper funnel metrics, connect both Conversions API and CRM Sync to your Campaign Manager or Business Manager account.
When setting up your dashboard, there are several filters that can be customized.
The first is the lookback window. Select a window that best matches your purchase cycles. To account for longer B2B sales cycles, most marketers often choose 180 to 365 days.
The filters on the right hand side help narrow down the data.
You can filter companies based on existing Company Lists, key firmographics like company size or industry, and professional demographics like job function and job seniority.
This helps you not only understand how you're reaching target companies but also key stakeholders within the buying group.
To drill deeper into a specific company, select the name.
You'll see its journey through the funnel, such as any paid or organic engagement from that company, leads generated, or other signals that show you the momentum of that account.
To take action on this data, you can leverage our pre-built engagement ABM segments.
For example, engaged prospects helps you create an audience of companies that are actively engaging with your brand but have not yet driven leads.
Once you're happy with the filters, select, 'Create Audience', at the top right to save an audience that can be activated to target with campaigns.
You can also create a company list by filtering the companies that match your ideal company profile and then selecting, 'Create Audience' again.
Finally, to leverage this data in your own tools, you can also export it for offline analysis.
This creates a strong opportunity to partner with your sales counterparts by sharing engagement signals from companies that are showing readiness for sales outreach.
To unlock additional value through a cross channel, unified source of truth, you can access LinkedIn's company data via our third-party measurement partners.
These partners allow you to measure LinkedIn marketing influence on pipeline alongside your other marketing channels, helping you understand the holistic impact of your marketing portfolio.
With LinkedIn Companies you can move from isolated metrics to powerful insights to build and uplevel your ABM strategy, ultimately helping you accelerate pipeline and reach your business goals .