LinkedIn RAR – A Smarter Approach to Streamline Your CRM Pipeline

Are you tired of not knowing your ad spend results? Yeah, brand awareness and engagement are good go-to metrics.

But they don’t tell you a single damn thing on how your customers are connecting with several customer touchpoints down the conversion funnel.

Imagine, as a revenue marketer, you are standing in a room justifying your ad spend on LinkedIn by showcasing your engagement and brand awareness growth. 

Big no. 

With thousands of dollars spent on your advertising initiatives, you have no visible portal to show your bottom-of-the-line results. 

How do your customers interact with your multiple touchpoints?

Which interactions contributed to the overall purchase funnel? 

What factors influence the revenue pipeline?

The absence of these insights left you scrambling to justify your budget and performance to stakeholders.

It’s like walking in the dark with a blindfold on. 

LinkedIn Revenue Attribution Report (RAR) helps you navigate the dark; it displays bottom-of-the-funnel results, and simplifies the complexity of modern customer journeys with real, precise data.

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It translates LinkedIn’s ad influence into real business outcomes such as revenue won, return on ad spend, pipeline, and more.

An SMB customer discovered LinkedIn-influenced opportunities were 39% more likely to close than non-LinkedIn-influenced deals. This makes RAR more important for B2B businesses.

What’s In It For Businesses in LinkedIn’s RAR

Revenue attribution report enables marketers to:

Prove Marketing Impact

Marketers can sync their businesses’ CRM data pipeline to LinkedIn’s Business Manager to better understand the marketing’s impact on sales metrics, such as the revenue pipeline and ROAS. 

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Previously, metrics such as engagement and brand awareness (likes, shares, and comments) were only visible to marketers.

Conversions were the only visible bottom-line metrics for marketers to understand the ad’s impact, which was totally unfair and sometimes frustrating for ad managers.

Multiple touchpoints come before the final conversion, and those multi-touch attributions are showcased to marketers through LinkedIn’s revenue attribution report, showing how each step influences their impact on the revenue pipeline.

This way, you can prove LinkedIn marketing’s impact to sales teams and stakeholders.

Connect LinkedIn Marketing Initiatives

No more wandering in the dark!

Marketers can understand how their leads and targeted accounts are influenced by LinkedIn marketing’s efforts.

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They can track how each lead is moving down the funnel before meeting the criteria of closed won opportunities.

Full Track of Customer Journey

Marketers can track every interaction a customer has with conversion touchpoints before they convert. 

The clear and comprehensive data on the bottom-of-the-funnel side helps marketers understand the customer journey of each customer account. 

This helps marketers identify which efforts are bringing results to further refine their strategies and optimize campaigns. 

Why is the Revenue Attribution Model Suddenly Important Now?

Attribution provides a comprehensive glimpse of customers’ actions and journeys that each account or lead takes before reaching a conversion stage.

Now it doesn’t show conversions as the only bottom of the funnel metric, because there are several funnel touchpoints before leading to the conversion stage. 

And most of the time the absence of right business outcomes unfairly paints the ineffectiveness of LinkedIn ads campaigns but in reality that is not the case in the B2B buying cycle.

This leaves nothing for marketers but to spray blind explanations to their leaders. But what can they possibly do? If there are no tangible conversions, it automatically indicates that marketing and advertising efforts are failing.

B2B cycles are long and often take multiple considerations at the customer’s side to become a marketing or sales qualified lead. 

Many platforms are unable to provide an in-depth explanation of B2B cycles, leaving marketers with a manual guessing work. 

Revenue Attribution Report of LinkedIn empowers B2B marketers to accurately measure and optimize the ROI of marketing efforts. With RAR:

• No more last click attributions, linkedin’s report gives in-depth and accurate understanding of each marketing effort.
• Conversion metrics are more measurable now with metrics like lead conversion rates, opportunity win rates, average deal sizes and average days to close won opportunities.
• Discover valuable insights into how leads are converting to closed won opportunities by different marketing efforts.
• A clear roadmap for businesses to identify campaigns that are impactful and optimize budget spending.

How Does RAR Attribution Work?

The revenue attribution report indicates any touch attribution.

Any touch attribution means CRM leads or accounts that are placed by businesses in their CRM. 

These leads or accounts are the ones that engaged (viewed, clicked or shared) with linkedin marketing and advertising initiatives in a given lookback window set by marketers before a deal closes meaning before a prospect becomes a qualified lead.

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Let’s take a scenario: Hubspot’s opportunities (potential sales tracked in your CRM) are linked to marketing data.

What does this do?

This connection is based on whether the potential sale lead has interacted with your linkedin marketing (ads, inbound etc) within a time window of 30,60,90 or 180 days before the lead is finalized as a sale. 

It’s a modern marketing analysis dashboard with a more comprehensive focus on bottom-of-the-line metrics.

“Accurately measuring LinkedIn’s overall contribution to our bottom line was elusive. The Revenue Attribution Report has demystified this, revealing exactly which segments of our marketing efforts are hitting the mark.”

Andrea Piras, Head of Demand Generation – Net Zero Now

Sync Your CRM With LinkedIn RAR Easily!

Revenue Attribution Report resides within LinkedIn’s Business Manager. Let’s find out how you can sync your CRM in simple steps and begin optimizing your revenue pipeline:

1. Create a Business Manager. Creating a Business Manager account takes no time. Add your people, ad accounts and pages.

2. Ensure your CRM is ready and set up correctly for integration with Linkedin’s Business Manager.

3. Go to the revenue attribution report tab within the Business Manager and connect your CRM by simply entering your CRM’s username and password.

4. Use the Revenue Attribution Report to gather key insights and track outcomes influenced by LinkedIn.

Make RAR Integration Easy and Profitable With Market Pro

According to LinkedIn, one customer enterprise experiences 2x higher average deal sizes from LinkedIn-influenced deals vs non-LinkedIn deals.

Well I’m not here to brag about the efficacy of LinkedIn marketing’s initiatives but facts don’t lie.

With complicated and long-term B2B cycles, attribution reports of LinkedIn are nothing but a savior for businesses to get a clear overview of their efforts and see what campaigns are actually making a difference.

Hence clearing their CRM data and optimizing their budget for channels-specific marketing campaigns.

Say goodbye to configuring revenue reports of different marketing channels. With Market Pro’s singular dashboard we save you 20+ hours a month by turning clustered data into actionable intelligence so you can focus on what actually matters.