Ecommerce Management Advisors
Ecommerce Management Advisors
LinkedIn now offers email analytics for newsletters, providing data on email sends and open rates.
A recent LinkedIn report reveals that 72% of B2B marketers feel overwhelmed by the speed at which AI is reshaping their roles.
LinkedIn Chief Economist Karin Kimbrough shared the study, exploring marketers’ current concerns and opportunities.
Approximately two-thirds (66%) of B2B marketing leaders surveyed report integrating generative AI into their marketing campaigns.
Key applications include:
However, challenges persist:
Despite this, 55% of organizations now offer AI training, signaling a push to close skills gaps.
LinkedIn’s data indicates that AI isn’t replacing jobs; it’s making daily tasks more efficient.
By current projections, half of today’s skills will require significant adjustments within the next five years. AI is accelerating changes to as much as 70%.
More than half (53%) of marketing professionals worry about being left behind if they don’t stay current with AI.
According to LinkedIn’s report, video content dominates marketing strategies, with 55% of marketers citing short-form social videos as their top ROI driver.
LinkedIn data reveals:
Immersive tech is also rising:
68% of marketers saw budget increases last year, and 72% expect further growth.
Priorities include:
Marketing leaders are securing bigger seats at the table:
LinkedIn research suggests that B2B marketers who blend AI capabilities with human communication will be best positioned for success.
Marketing leaders are seeing the strongest results when they:
While B2B marketing is changing, opportunities exist for those who adapt their skill sets.
The research combines data from LinkedIn with survey responses from 2,001 B2B marketing leaders across eight countries.
Featured Image: Luis Line/Shutterstock
A new LinkedIn report shows how businesses are changing their approach to measuring marketing success.
The report, based on insights from leaders at Microsoft, ServiceNow, PwC, and other global firms, identifies five key trends reshaping measurement strategies.
Marketers are now focusing more on revenue-related metrics instead of traditional cost-per-lead measures.
Leaders are adopting tools that sync CRM data with campaign engagement. These tools bridge the gap between marketing activity and business outcomes and show how specific efforts drive deals.
Other critical shifts include:
ServiceNow’s Vivek Khandelwal noted:
“You can talk about click-through rate, cost per click, and cost per impression all day long, but what eventually matters to the business are the revenue metrics. It’s all about how many customers we’re winning, how many opportunities we’re creating, and the ROI we’re generating on marketing investments.”
Personio’s Alex Venus emphasized:
“Our North Star metric is qualified pipeline, which means an opportunity that your salespeople care about, which should be converting at a rate of 25% or more.”
CFOs now need proof that brand-building works financially. This means marketers must show how their awareness efforts lead to sales results.
The report reads:
“The emphasis is shifting from the cost of marketing outcomes to the value of those outcomes. For marketers, that means reporting on KPIs that correlate with revenue in a clear and consistent way – at a rate that both sales and finance can believe in.”
To justify brand spend, teams are:
B2B buying groups are getting larger, often including 6 to 10 members.
As a result, marketers are now using machine learning models instead of outdated last-touch attribution methods.
Julien Harazi, Head of Lead Generation at Cegid, stated in the report:
“As B2B marketers, our world has become a lot more complicated. All of the touchpoints are intertwined and it can be difficult to understand the buyer journey and identify where the value comes from in terms of your marketing.”
Emerging solutions include:
Leaders now measure performance across three timelines to balance immediate optimizations with long-term growth:
This approach helps teams avoid over-indexing on short-term gains while undervaluing brand-building.
Sveta Freidman, Global Data & Analytics Lead at Xero, states in the report:
“One of my goals is to build an understanding of lifetime value by channel, segment level and by platform so that we can optimize our approach around the best outcomes for our business.”
With 73% of marketers citing siloed data as a top challenge, integrated analytics tools are becoming critical.
Solutions gaining momentum include:
The report highlights the value of measurement for brand growth.
These three priorities stand out for B2B marketers:
Success in B2B marketing depends on your ability to translate data into language that resonates with CFOs and business leaders.
Download the full report for more details.
LinkedIn video viewership is up 36% YoY. The platform adds new tools and free training courses to boost video creation.
Marketing jobs are increasing, and many professionals are satisfied with their roles. However, rapid changes in technology and work environments pose new challenges.
The LinkedIn Marketing Jobs Outlook report offers insights into the changing job market and strategies for career growth.
Here’s all the data from the report that you need to know.
The report highlights a strong recovery in marketing job opportunities.
Marketing-related job postings on LinkedIn increased by 76% year-over-year.
Industries like technology and financial services, which experienced significant layoffs, are now showing steady growth in hiring.
Despite workplace challenges, job satisfaction among marketers is notably strong. According to the report, 67% of Chief Marketing Officers (CMOs) are “completely satisfied” with their roles.
However, retaining top talent remains a hurdle, with 55% of marketers considering leaving their current position if a better opportunity arises.
The fast-paced evolution of the marketing industry is a double-edged sword. While it drives innovation, it also leaves many professionals feeling overwhelmed.
The report notes that 72% of marketers struggle with the rapid evolution of their roles, and 53% worry about falling behind due to technological advancements.
Collaborative problem-solving has been identified as the “Skill of the Year” in marketing.
This ability, which emphasizes teamwork and customer-centric decision-making, saw a 138% growth in demand.
Companies increasingly value marketers who can navigate complex challenges with agility and foster team innovation.
Technical expertise remains critical in the marketing field, with demand for specific hard skills surging:
To stay competitive, LinkedIn advises marketers to focus on three key strategies:
LinkedIn’s latest Marketing Jobs Outlook report shows that the industry is changing rapidly.
While there are challenges like workplace stress and technology changes, there are also many growth opportunities.
Marketers can succeed by staying informed, embracing change, and improving their skills.
Featured Image: ShutterStockies/Shutterstock
LinkedIn releases new content guidelines, prioritizing professional insights while penalizing promotional posts and engagement-bait tactics.
LinkedIn’s Marketing Jobs Outlook report reveals a rebound in industry job postings, with a 76% increase compared to last year.
The report also identifies the most in-demand marketing roles across regions and experience levels, providing a roadmap for those looking to make career moves.
Whether you’re a seasoned executive or just starting out in the field, understanding these trends can help you position yourself for success.
According to LinkedIn’s data, these are the marketing positions employers are most actively hiring for now:
North America (NAMER)
Europe, Middle East & Africa (EMEA)
Asia Pacific (APAC)
Latin America (LATAM)
While the overall marketing job market saw a 76% year-over-year increase, B2B marketing roles grew by 21%.
This suggests that despite the more modest growth compared to the broader industry, opportunities are expanding again in the B2B space after last year’s slump.
The report found a 91% job satisfaction rate among B2B marketers, especially those in executive positions.
However, 55% said they are either actively job searching or would consider leaving for the right opportunity.
The marketing field is changing quickly, and 72% of professionals feel overwhelmed by these changes.
More than half worry about falling behind if they don’t keep up.
This shift is due to the rapid growth of artificial intelligence (AI), and most professionals expect it to significantly impact their work soon.
The report notes that “to stay ahead of the curve, marketers are embracing continual learning,” with 51%seeking guidance on skills to develop.
With AI taking on more routine tasks, human-centric skills are more crucial than ever.
LinkedIn named “Collaborative Problem-Solving” the top marketing skill of the year, and it has grown by 138% since 2021.
Key technical skills marketers are growing include Creative Execution (443% increase), Artificial Intelligence (392% increase), and Marketing Technology (351% increase).
LinkedIn’s new Marketing Jobs Outlook seems promising, but what should marketers do with these insights?
Here’s the breakdown.
Most B2B marketers are happy where they are, but over half would jump ship for the right gig.
Keep your resume and LinkedIn fresh in case that dream job pops up.
Marketing moves fast, and most feel overwhelmed by the constant change.
The solution? Never stop learning. Dive into training on the latest skills and tech to stay caught up.
You can’t escape AI in marketing now. Get comfy with these tools, but don’t sleep on skills like collaboration and creative problem-solving.
As AI handles the routine stuff, these “human” skills will set you apart.
Are you eyeing a career move? Social Media Manager, Marketing Manager, and Director roles are hot in North America.
In EMEA, aim for Marketing Specialist or Head of Marketing jobs.
Is your niche growing slower than others? Don’t stress. Remote work means more options across locations.
Plus, your marketing chops likely transfer to other industries—pivot as needed.
You can explore LinkedIn’s Fall Marketing Jobs Outlook report for insights, in-demand skills, and career tips.
Featured Image: Primakov/Shutterstock
LinkedIn’s push into video content is showing results, according to new research by marketing expert Caroline Giegerich.
Her analysis, published in Adweek, tests LinkedIn’s claim that video gets five times the engagement of text posts.
She writes:
“Curious to test LinkedIn’s claim that videos receive five times more engagement, I wanted to see if the hype held up. Additionally, with a staggering 84% of marketers utilizing video in their content strategies, I wanted to go deep and understand the real value of the format.”
Giegerich’s 90-day analysis revealed video posts consistently achieved higher reach than written content:
Giegerich found the most success with:
Additionally, she notes adding personal flair to videos may have aided their performance:
“In terms of the content itself, I keep my videos under 5 minutes and speak directly to the camera about technology in terms everyone can understand to make it accessible.
I also post in the morning between 9 – 11 AM EST. If Gossip Girl covered tech, she’d be me. Over time, I added fun sound effects and captions with Capcut.”
Giegerich says that video works best to create awareness at the top of the sales funnel. Once people are aware, text posts are more valuable.
She states:
“My written posts dominate the top three spots for engagement, even though my video posts drive significantly more awareness. For example, my top-written post by engagement drove 68 times fewer impressions than my lowest-performing video post.”
Based on her testing, text posts received more targeted distribution to her connections, while videos were recommended to people outside her network.
Giegerich adds:
“One format is more targeted to my network and the other is being heavily fanned by the LinkedIn algorithm to an audience outside of my immediate network.”
The study highlights LinkedIn’s limited monetization options compared to its competitors:
LinkedIn’s algorithm tends to favor video, but Giegerich’s research highlights that video and text serve different roles.
Video posts excel at broad awareness and can achieve higher impression counts, though their performance is often unpredictable.
In contrast, written posts foster stronger engagement within established networks.
For marketers, Giegerich suggests a balanced approach: use video for visibility and maintain written posts for engagement.
Featured Image: JarTee/Shutterstock
LinkedIn reveals the top ten most in-demand and fastest growing job positions in Q3.
LinkedIn offers free AI certification courses through December, helping professionals adapt to workplace automation with expert-led training programs.