LinkedIn sees the scale of personalisation grow as focus narrows on B2B support

Matt Tindale

Matt Tindale

Targeted nurturing, smart data and automated campaign optimisation are the fresh focus for marketers, research by Linkedin has found after asking marketers which trends are in and which are out.

The survey of 900 marketing professionals revealed there has been a quick transition in the minds of marketers from the issues that were paramount just a year ago.

Marketers are moving on from element such as mass messaging, manual reporting, product centric marketing, manual campaign optimisation, shotgun marketing, clickbait and big  data to more responsive, targeted and automated methods.

Matt Tindale, director for Linkedin marketing solutions for Australia and New Zealand, told Mumbrella marketers were rethinking their needs.

“The biggest thing was personalisation at scale,” said Tindale.

“The market wants authenticity – telling not selling.”

According to the survey 85 per cent of respondents said that personalisation was not in while mass messaging was no longer considered an effective marketing channel.

Elements also now looming as more important in the marketing toolkit include storytelling which is becoming more important from a B2B perspective, he said.

Some 63 per cent said storytelling was how companies needed to connect rather than relying on clickbait.

The response to the future of manual reporting was the same, with 85 per cent saying that real time analytics was now a vital too

With media buyers pushing the value of their programmatic offers, 72 per cent of marketers said that automated campaign optimisation was now important compared to manual optimisation.

Tindale also said that the business obsession with the “front end” and metrics such as cost per click were now being overtaken by a greater desire to understand the “back end” and metrics such as cost per lead and cost per enrolment.

The research is being used by Linkedin to support its B2B marketing campaign which soft-launched last week.

Simon Canning


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