How do you measure the return on investment of a LinkedIn InMail campaign?
This is becoming a fairly common question in B2B social media marketing, and it’s understandable given the increasing adoption of InMail as a B2B marketing strategy. Consequently, the need to quantify efforts in the channel is also becoming quite clear.
So, how do you approach it?
Consider engagement and awareness
According to Meagen Eisenberg, Vice President of Demand Generation, Docusign, one approach to tackling the challenge is to look at the overall awareness and engagement your campaigns generate in your target group and drill down on prospect behavior and metrics from there.
Meagen also mentioned the difference between how your prospects read an email versus an InMail.
“When we get email, we’re either opening it on our phone or on our desktop, but are we truly taking time to read it or a moment of time to digest it?” Meagen asked.
“And I think when you’re in InMail on LinkedIn, you’re taking that time, so opens are significant,” she said.
Determine how performance translates into business opportunity
“The main goal is to drive revenue, so the absolute best measurement [is] did we actually close business and have some significant opportunities come out of it,” Meagen said.
To learn more about how Meagen used InMail as a strategy that cut through the noise to successfully create large pipeline opportunities, you can watch the free on-demand MarketingSherpa webinar replay of “B2B Social Media Marketing: DocuSign’s targeted LinkedIn InMail strategy creates 3 large pipeline opportunities.”
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