Gartner Research

Achieve Your Marketing Objectives on LinkedIn

Published: 08 August 2017

ID: G00324394

Analyst(s): Elizabeth Shaw

Summary

While other social networks are mostly pay-to-play, LinkedIn offers B2B and B2C marketers the opportunity to design a mix of owned and paid media to drive business outcomes. Marketing leaders should follow these best practices to help them succeed on "the world's largest professional network."

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • LinkedIn Is Not Just for B2B Marketing
  • Create and Deliver Relevant Content to Build Your Brand Organically
  • Use Paid Media to Drive Awareness and Engagement
    • Leverage Your First-Party Data on LinkedIn

Case Study

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.