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Which Metrics Matter the Most for B2B Marketing on LinkedIn?

For example, if we publish two posts, A and B, (on our personal profile) and :

– A gets a lot of likes but very few clicks through to our product page on our website

– B get less likes but more clicks to our website product page

Which post is most effective in helping us achieve our sales goals?

Knowing which posts are most effective is essential in helping us optimise our efforts on LinkedIn. In this article, we will examine which metrics really matter the most on LinkedIn.

Note: This article relates to personal profile analytics only (not company page analytics)

Using LinkedIn for Marketing: Two Key Facts

LinkedIn is primarily a research & consideration platform, not an immediate purchase intent (unlike search). What this means is that it will only yield results in a medium to long-term time frame.

What matters most is the Intent of our audience on LinkedIn. So if a prospect reacted in some way to one of our posts, we need to ask ourselves, what is the intention of this prospect/user – i.e. what was this prospect trying to achieve when they engaged with our post? (i.e. liked the post, saved, sent , clicked etc)

Obviously, the intent we are hoping for is that they intend to buy our product/service at some point in the future. Therefore, we need to look at the various metrics on LinkedIn and rate them on the level of intent each metric shows.

List of Key Metrics that LinkedIn provides from Personal Profiles:

• Click to product/service page

• Profile view

• Comment

• Repost

• Send (private share)

• Save

• Like

• New follower

Below we have ranked the metrics from strongest to the weakest buying intent signals.*

*Note: These signals must be viewed in context, e.g. a user who views your profile may be a potential client, or they could also be looking for leads themselves and have identified you as a potential client of theirs. As a business owner, you will be able to see which scenario is most likely when you view this user profile also i.e. you can see what industry they are in and whether or not they are likely to wish to buy from you or sell to you.

1.  Click to product/service page (highest intent)

This moves the user off-platform to your website and shows that they are keen to find out more about your product/service. This takes a certain amount of “effort” i.e. taking them away from LinkedIn where they started, to hone in on your product/service

 2. Comment (especially problem-aware comments)

To comment requires effort from the user and shows this topic/ product/service matters to the user. It can often reveal pain points, questions, or use-case context. A comment such as “we’re struggling with this exact issue” indicates the near “mid-funnel intent”.

3. Profile view (especially after post engagement)

This signals identity-level curiosity (who are you / can you solve my problem?). It usually also means that this is a new user who has only recently discovered your posts/content. When paired with prior engagement, this becomes a qualified buying signal.

This is often the step before DMs, connection, or deeper research.

4. New follower (context-dependent, usually early-stage)

A new follower can be good news if they also show signals in other ways. It can often indicate top-of-funnel interest or audience building. It can signal early research if they also engage with multiple posts or follow multiple team members.

 5. Repost (share with network)

This indicates that the user sees very good value in your posts and feels it could be useful to colleagues/ connections. It is also a clear indicator that your post’s content is highly relevant to this user.

6. Sends (DM shares / private sharing)

This implies that the user is recommending your posts to peers or they may be part of a buying group. This is closer to “decision-stage research”

 7. Save (bookmark)

This indicates a user is not ready to buy yet, that they are at an early stage of their buying journey and they think that your post will be helpful at a later stage of their buying journey.

8.  Like (low intent)

A “like” takes minimal effort, and it is often habitual scrolling behaviour. However, it can be a sign that a user wishes to quickly save your post for future reference, without having to actually save it, as in 6 above. It is an “entry-level  signal”.

Critical nuance: The strongest buying signal is not a single action — it’s a sequence:

Engagement → Profile view → Click → Repeat engagement

This pattern is what actually predicts conversion. Engaged prospects are three times more likely to convert. Multiple signals from the same person/company indicate real buying motion.

Practical takeaways re LinkedIn Metrics / Analytics

If you’re prioritising leads from LinkedIn posts, use the following Tier system so that you concentrate first on those leads with the highest intent.

Tier 1 (act immediately): clicks + profile views

Tier 2 (warm outreach): commenters, reposters

Tier 3 (nurture): saves, followers, sends

Tier 4: Likes alone

Need help with your B2B marketing on LinkedIn?

At Yellow Ruler Marketing, we work very closely with small businesses in Ireland and the UK with their B2B marketing. We have worked with businesses in many B2B sectors, including insulation, ventilation, medical device training, packaging, HR, IT, real estate and more. We like to especially work with businesses with highly technical or “hard-to-market” products/services

Contact us today if you would like to have a free initial consultation about your B2B marketing

The post Which Metrics/Analytics Matter the Most for B2B Marketing on LinkedIn? appeared first on Yellow Ruler Marketing.

In this article, I list the seven most common B2B marketing mistakes that I see in my work with technical, industrial B2B companies in Ireland and UK. We also cover how to fix them.

Here’s the list:

1️⃣ Getting Started without a Marketing Plan.

If you do only one thing for your business, ensure you get a marketing plan to guide your marketing efforts. This will save you a lot of frustration, wasted time, effort and stress. Once you understand the plan, you can update it yourself as your business grows and changes

2️⃣ Expecting Instant Results.

Marketing is like gardening, it takes time, and consistent and sustained effort.

3️⃣Neglecting Optimisation of your website and social media posts.

Learn about optimisation and implement it/ outsource to a reliable marketing agency. A well optimised website can bring in website traffic and enquiries 24/7, 365 days a year.

4️⃣Only doing Marketing work when sales begin to drop off.

Starting to do marketing in a panic when revenue drops off will most likely end in poor results and huge frustration. Maintain consistent marketing all year around.

5️⃣Using your Personal Preferences only to Make Marketing Decisions.

Make sure that you back up your hunches with sound data and research. A marketing plan will cover the required data and research.

6️⃣Making Your Marketing Content All About You.

Your prospects and customers care only about how your product/service can help them. They want to see your content addressing their pain points and how your business can help them solve that problem/pain point.

7️⃣Not Understanding the Sales Funnel.

The sales funnel is one of the most important concepts of marketing and understanding it will allow you do better marketing and feel less frustrated with the pace of results. We explain the sales funnel in this document.

Want to improve your B2B marketing today?

Contact us today to get started. We help B2B companies In Ireland and the UK with Marketing Plans and Content Creation, with a focus on companies with complex, technical, “hard-to-explain” products/services.

The post B2B Marketing Mistakes – Seven Common Errors appeared first on Yellow Ruler Marketing.