{"id":29087,"date":"2026-11-06T10:00:42","date_gmt":"2026-11-06T10:00:42","guid":{"rendered":"https:\/\/www.dandicom.it\/non-categorizzato\/b2b-advertising-on-linkedin-why-it-is-once-again-a-strategic-priority-for-italian-companies\/"},"modified":"2026-11-10T15:47:13","modified_gmt":"2026-11-10T15:47:13","slug":"b2b-advertising-on-linkedin-why-it-is-once-again-a-strategic-priority-for-italian-companies","status":"publish","type":"post","link":"https:\/\/www.dandicom.it\/en\/news-en\/b2b-advertising-on-linkedin-why-it-is-once-again-a-strategic-priority-for-italian-companies\/","title":{"rendered":"B2B advertising on LinkedIn: why it is once again a strategic priority for Italian companies"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"29087\" class=\"elementor elementor-29087 elementor-28982\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9c6d0a6 elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"9c6d0a6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-44603c7 sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"44603c7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3a7605d elementor-toc--minimized-on-tablet sc_fly_static elementor-widget elementor-widget-table-of-contents\" data-id=\"3a7605d\" data-element_type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;],&quot;exclude_headings_by_selector&quot;:[],&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;marker_view&quot;:&quot;numbers&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h2 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of contents\t\t\t<\/h2>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__3a7605d\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-down\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M207.029 381.476L12.686 187.132c-9.373-9.373-9.373-24.569 0-33.941l22.667-22.667c9.357-9.357 24.522-9.375 33.901-.04L224 284.505l154.745-154.021c9.379-9.335 24.544-9.317 33.901.04l22.667 22.667c9.373 9.373 9.373 24.569 0 33.941L240.971 381.476c-9.373 9.372-24.569 9.372-33.942 0z\"><\/path><\/svg><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__3a7605d\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-up\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M240.971 130.524l194.343 194.343c9.373 9.373 9.373 24.569 0 33.941l-22.667 22.667c-9.357 9.357-24.522 9.375-33.901.04L224 227.495 69.255 381.516c-9.379 9.335-24.544 9.317-33.901-.04l-22.667-22.667c-9.373-9.373-9.373-24.569 0-33.941L207.03 130.525c9.372-9.373 24.568-9.373 33.941-.001z\"><\/path><\/svg><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__3a7605d\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<svg class=\"elementor-toc__spinner eicon-animation-spin e-font-icon-svg e-eicon-loading\" aria-hidden=\"true\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-124cc6e elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"124cc6e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1a91a88 sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"1a91a88\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4d424e9 sc_fly_static elementor-widget elementor-widget-spacer\" data-id=\"4d424e9\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-440e171 elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"440e171\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f4d35ff sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"f4d35ff\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6f93247 elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"6f93247\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f2d0451 sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"f2d0451\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ef8c6cd sc_fly_static elementor-widget elementor-widget-spacer\" data-id=\"ef8c6cd\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68cb58a elementor-widget__width-initial sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"68cb58a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h2>Introduction<\/h2><p>For many Italian B2B companies, LinkedIn has long been the platform of choice for publishing press releases, company anniversaries, trade fairs, recruitment announcements and some corporate content. All of which is useful, of course. But today, this approach risks being too narrow, especially if your company sells to technical buyers, procurement managers, distributors, managers or senior management.<\/p><p>According to Social Media Today, which reported on the figures released following Microsoft\u2019s results for the first quarter of the 2027 financial year, the time users spend on LinkedIn has increased by 15 per cent year-on-year. During the same period, there has also been a rise in paid video campaigns and adverts featuring creators. Taken together, these signs point to one simple conclusion: LinkedIn is seeking to become more relevant and more popular, not just bigger.<\/p><p>For an industrial, manufacturing or B2B company, this matters because qualified attention is a scarce resource. If you need to engage with decision-makers who are short on time, face long sales cycles and have to make complex assessments, you cannot simply \u2018be there\u2019. You need to understand the role LinkedIn can play within a broader <a href=\"https:\/\/www.dandicom.it\/servizi\/digital-strategy\/\">digital strategy<\/a> alongside content, advertising, your website, sales CRM and brand positioning.<\/p><h2>LinkedIn data on time spent on the platform and creator ads<\/h2><p>The most interesting figure is the time spent on the platform: up 15 per cent year-on-year. We\u2019re not just talking about new users, but about people spending more time on the platform. For those involved in B2B marketing, this is a sign to watch closely, because advertising works best when it taps into a vibrant community, not an abandoned shop window.<\/p><p>LinkedIn has surpassed 1.4 billion members, up from the 1.3 billion reported in the previous quarter. However, the source highlights an important point: members and active users are not the same thing. According to the latest available figures, active usage remains at around 30 per cent of the total user base, with an estimated 420 million monthly active users.<\/p><p>Then there is the issue of advertising. Paid video adverts have grown by 25 per cent year-on-year, whilst creator-led adverts have increased by 63 per cent. This does not mean that every company should simply launch \u2018creator-style\u2019 campaigns, but rather that the platform is moving towards content that is more recognisable, more personal and better at capturing attention than traditional corporate communications.<\/p><p>LinkedIn is also working to improve the quality of the feed, taking action against inauthentic content and artificial behaviour. This is a development of great interest to businesses: if the platform manages to better safeguard the quality of conversations, the value of the environment in which your brand appears also increases. And this is where <a href=\"https:\/\/www.dandicom.it\/en\/services\/social-media\/\">corporate social media<\/a> work becomes less of a formality and more of a strategic endeavour.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-28991 size-large\" src=\"https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/tempo-utilizzo-creator-ads-1024x683.webp\" alt=\"A professional analyses digital charts in a bright, modern workspace.\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/tempo-utilizzo-creator-ads-1024x683.webp 1024w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/tempo-utilizzo-creator-ads-300x200.webp 300w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/tempo-utilizzo-creator-ads-768x512.webp 768w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/tempo-utilizzo-creator-ads-370x247.webp 370w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/tempo-utilizzo-creator-ads-840x560.webp 840w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/tempo-utilizzo-creator-ads-410x273.webp 410w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/tempo-utilizzo-creator-ads.webp 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p><h2>LinkedIn in B2B social media<\/h2><p>In the B2B sector, LinkedIn has a feature that sets it apart from many other platforms: users already log in with a professional identity. This does not eliminate the personal element; on the contrary, it makes it more interesting. A sales director, a technical manager or an entrepreneur reads content, comments on it and evaluates companies whilst already in a mindset closely related to work.<\/p><p>That is why LinkedIn should not be treated merely as a place to post a photo of your stand at a trade fair. It can become a platform on which to build authority, ensure consistency in your commercial messaging, reinforce the company\u2019s positioning and support decision-making \u2013 a process that rarely stems from a single advert. In B2B, trust is often built up over time.<\/p><p>Consider a company in the home and furniture sector that sells to retailers and designers, or a manufacturing firm that wants to reach out to overseas buyers and production managers. In such cases, organic content alone may not be enough. Advertising enables messages to reach a wider audience that would otherwise only be visible to a limited section of the existing network.<\/p><p>The point is that LinkedIn should be viewed as part of the wider system, not as an isolated channel. If marketing communications say one thing, the website says another, and the company profile publishes generic content, the campaign risks losing its impact. In practice, the consistency of the message matters even more than the advertising format.<\/p><h2>Objectives, target audiences and formats for B2B LinkedIn campaigns<\/h2><p>When it comes to B2B advertising on LinkedIn, the first distinction concerns the objective. Some companies need to raise brand awareness within a vertical market, others want to support the launch of a new product range, whilst others still need to generate qualified leads for their sales team. These are different needs and require different approaches.<\/p><p>The audience is one of the channel\u2019s key strengths, because LinkedIn draws on professional information: role, sector, function within the organisation, seniority and work-related interests. For a well-structured SME or a company with a turnover in excess of 2 million, this can be useful when the target audience is not \u2018anyone who can buy\u2019, but a specific category of decision-makers and influencers involved in the purchasing process.<\/p><p>Formats, too, should be considered in the context of the decision-making journey. In B2B, sponsored content, videos, documents, event-related messages, campaigns featuring contact forms, or initiatives that highlight influential figures within the company may all be appropriate. There is no single \u2018best\u2019 format: rather, there is the format that best aligns with the message, the level of trust already established, and the maturity of the audience.<\/p><p>This is where the evolution of artificial intelligence applied to advertising also comes into play. Not to replace strategy, but to better analyse data, creative content, signals and performance over time. At Dandicom, we work on social media and Google advertising campaigns, as well as <a href=\"https:\/\/www.dandicom.it\/en\/services\/ai-for-adv-campaigns\/\">AI solutions for advertising campaigns<\/a>, based precisely on this approach: to help companies make more informed decisions, rather than simply chasing the latest trend.<\/p><h2>Opportunities for industrial, manufacturing and B2B companies<\/h2><p>For an industrial company, LinkedIn can be useful when a product cannot be explained in a matter of seconds. Machinery, components, technical solutions, plant, professional services and B2B supplies all require context. A campaign that is well integrated into the company\u2019s communications can help highlight expertise, applications, the sectors served and the real differences compared with the market\u2019s general perception.<\/p><p>The same applies to fashion, food and drink when the target audience is not just the end consumer, but distributors, retailers, buyers, business partners or supply chain operators. In such cases, LinkedIn does not replace other channels, but can bolster the company\u2019s credibility amongst professional contacts. It is a different level of communication: less impulsive, more focused on reputation and relationships.<\/p><p>In some B2B projects we have worked on confidentially, the value of LinkedIn lay not so much in the immediate volume of contacts as in the quality of the conversations generated around the brand. People who had already been reached through events, trade fairs or sales activities found the same brand positioning online, with consistent content and campaigns designed to reinforce their memory of the company.<\/p><p>This is a significant difference. <a href=\"https:\/\/www.dandicom.it\/servizi\/web-marketing\/\">Web marketing<\/a> for B2B companies does not rely on isolated, disconnected actions, but on continuity between visibility, authority and business leads. LinkedIn can contribute to this process when it is treated as a strategic platform rather than simply a company noticeboard.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-28995 size-large\" src=\"https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/opportunita-aziende-industriali-1024x683.webp\" alt=\"A manager walks through an industrial workshop where machinery and technical components are on display.\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/opportunita-aziende-industriali-1024x683.webp 1024w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/opportunita-aziende-industriali-300x200.webp 300w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/opportunita-aziende-industriali-768x512.webp 768w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/opportunita-aziende-industriali-370x247.webp 370w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/opportunita-aziende-industriali-840x560.webp 840w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/opportunita-aziende-industriali-410x273.webp 410w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/opportunita-aziende-industriali.webp 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p><h2>Costs, limitations and risks to be assessed<\/h2><p>LinkedIn advertising requires careful consideration because, compared to other advertising platforms, it tends to be perceived as more selective. This can be an advantage if the target audience is clear and the message is strong, but it becomes a problem when a company invests without a clear direction. The risk is not just wasting money: it is creating a presence that is of little relevance to the right people.<\/p><p>Another limitation concerns the quality of the content. On LinkedIn, an ad that is too generic is immediately recognised as a weak promotion. Whether you\u2019re addressing a procurement manager, a technical manager or a CEO, you need to convey a message that makes sense in the context of their role and their decision-making process. It\u2019s not enough simply to say that the company is a market leader, innovative or customer-focused.<\/p><p>Then there is the issue of measurement. In B2B, the sales cycle can last for months and involve several people, so judging a campaign solely on the basis of immediate engagement can be misleading. At the same time, failing to measure anything leads to decisions based on gut feeling. This is where a <a href=\"https:\/\/www.dandicom.it\/en\/services\/performance-marketing\/\">performance marketing<\/a> approach helps to interpret the signals in a more balanced way.<\/p><p>The greatest risk, however, remains investing in the platform without a strategy. We have often highlighted this, even when discussing digital marketing in general: if the website, content, advertising and sales teams do not work together, the campaign simply eats up the budget without creating lasting value. LinkedIn is no exception.<\/p><h2><br\/>When you need a specialist partner<\/h2><p>A specialist partner is needed when LinkedIn is no longer just \u2018the company page that needs updating\u2019, but becomes an integral part of marketing, communications and business development decisions. This often happens in companies that already have an internal structure but feel the need for an external approach to bring order to their objectives, messaging, campaigns and data.<\/p><p>After 22 years in marketing and digital communications, there\u2019s one thing we\u2019ve seen time and again: the most effective partnerships are those in which the agency isn\u2019t simply called upon to carry out the work, but to help the company gain a better understanding of the market and build continuity. This is how visibility can be transformed into authority and, over time, also support commercial growth.<\/p><p>This is even more true for industrial, manufacturing and B2B companies, where value isn\u2019t determined by a single click but by the ability to get noticed by the right people. If you\u2019re considering B2B LinkedIn advertising and want to understand what role it can play in your communications strategy, we can discuss this as part of a wider consultation with our <a href=\"https:\/\/www.dandicom.it\/en\/digital-agency\/\">digital agency<\/a>, without pushing the channel if it isn\u2019t really necessary.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f26086f elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"f26086f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-910dcbe sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"910dcbe\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a9c3a3e sc_height_huge sc_fly_static elementor-widget elementor-widget-spacer\" data-id=\"a9c3a3e\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-730132a elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"730132a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dd41b11 sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"dd41b11\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-64ad43b sc_fly_static elementor-widget elementor-widget-heading\" data-id=\"64ad43b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FAQ<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f25cfeb elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"f25cfeb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a8c71b4 sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"a8c71b4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c20f780 sc_fly_static elementor-widget elementor-widget-accordion\" data-id=\"c20f780\" data-element_type=\"widget\" data-widget_type=\"accordion.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2031\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-2031\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Is B2B advertising on LinkedIn worthwhile for industrial companies?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2031\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-2031\"><p>This can be particularly useful when a company needs to address professional decision-makers, buyers, technical managers or senior management. In the industrial sector, what matters most is the quality of the message and its consistency with the commercial strategy, the website and the content.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2032\" class=\"elementor-tab-title\" data-tab=\"2\" role=\"button\" aria-controls=\"elementor-tab-content-2032\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">How much does it cost to advertise on LinkedIn?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2032\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"region\" aria-labelledby=\"elementor-tab-title-2032\"><p>The cost depends on the objectives, target audience, duration, formats and the competitiveness of the audience. For this reason, it should be assessed as part of a marketing plan, avoiding generic comparisons and taking into account the value of each lead and the B2B sales cycle.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2033\" class=\"elementor-tab-title\" data-tab=\"3\" role=\"button\" aria-controls=\"elementor-tab-content-2033\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Which formats should you use in B2B LinkedIn campaigns?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2033\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"region\" aria-labelledby=\"elementor-tab-title-2033\"><p>In B2B, sponsored content, videos, documents, event-related campaigns or formats designed to generate leads can all be effective. The choice depends on the company\u2019s positioning, the level of trust already established and the type of audience to be reached.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2034\" class=\"elementor-tab-title\" data-tab=\"4\" role=\"button\" aria-controls=\"elementor-tab-content-2034\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Is LinkedIn Ads better than Google Ads for B2B?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2034\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"region\" aria-labelledby=\"elementor-tab-title-2034\"><p>There is no single answer. LinkedIn works well for professional audiences and establishing authority, whilst Google often picks up on a query that has already been made. In many cases, the two channels should be assessed together, rather than pitted against one another.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2035\" class=\"elementor-tab-title\" data-tab=\"5\" role=\"button\" aria-controls=\"elementor-tab-content-2035\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">What role do LinkedIn Creator Ads play in B2B?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2035\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"5\" role=\"region\" aria-labelledby=\"elementor-tab-title-2035\"><p>Creator ads signal that LinkedIn is placing greater emphasis on more personal and recognisable content. In the B2B sector, they can be effective when they highlight genuine expertise, influential figures and messages that are consistent with the company\u2019s positioning.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Is B2B advertising on LinkedIn worthwhile for industrial companies?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p>This can be particularly useful when a company needs to address professional decision-makers, buyers, technical managers or senior management. In the industrial sector, what matters most is the quality of the message and its consistency with the commercial strategy, the website and the content.<\\\/p>\\n\"}},{\"@type\":\"Question\",\"name\":\"How much does it cost to advertise on LinkedIn?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p>The cost depends on the objectives, target audience, duration, formats and the competitiveness of the audience. For this reason, it should be assessed as part of a marketing plan, avoiding generic comparisons and taking into account the value of each lead and the B2B sales cycle.<\\\/p>\\n\"}},{\"@type\":\"Question\",\"name\":\"Which formats should you use in B2B LinkedIn campaigns?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p>In B2B, sponsored content, videos, documents, event-related campaigns or formats designed to generate leads can all be effective. 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For Italian B2B companies, it is no longer just a corporate channel, but a platform to be considered as part of a commercial and brand strategy.<\/p>\n","protected":false},"author":3,"featured_media":28994,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[215],"tags":[],"class_list":["post-29087","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v26.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>B2B LinkedIn advertising: data and trends for businesses<\/title>\n<meta name=\"description\" content=\"B2B advertising on LinkedIn is once again taking centre stage for Italian industrial and manufacturing companies. 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