Data shows that when sales and marketing teams deploy an interconnected approach on LinkedIn, engagement improves dramatically. Learn how to take advantage.

1. How LinkedIn Platform Boosts the
POWER OF SALES-
Marketing Alignment
Marketing Messages Increase the
Likelihood of Sales Engagement
25% 1.14x 10.7%
Lift in response rate
vs. exposure to
Sponsored Content
(1 = control = no exposure)
Prioritize Connections
How can you use LinkedIn to enhance sales and marketing collaboration at your company?
Our data uncovers several key areas where an interconnected approach leads to far better results.
When prospects are exposed
to Sponsored Content from
the marketing team, they are
25% more likely to respond to a
Sales Navigator InMail sent by a
member of the sales team.
While a single impression to
Sponsored Content makes
prospects 1.14x more likely to
respond to an InMail, exposure
to more than 10 impressions lifts
that likelihood to 1.38x greater.
Prospects nurtured by marketing
are 10.7% more likely to accept a
request to connect from a sales
team member.
When planning your marketing campaign, it’s a good
idea to prioritize audience members who are already
connected with your company.
When a LinkedIn member is connected to at least one
sales team member at a company, they are 2.2x more
likely to engage with Sponsored Content.
When a sales rep’s connection is exposed to the
company’s marketing content, they are 4.8x more
likely to re-share that content on LinkedIn, and
147% more likely to comment on the company’s
Sponsored Content.
When a LinkedIn member has 5+ connections at a
company, they are 5x more likely to engage with
that brand’s marketing content.
In the top quartile of interconnected
sales and marketing teams, 35% of sales
prospects have already been nurtured by
marketing by the time they’re contacted
by a sales team member. In the lowest
quartile, only 28% of sales prospects have
been nurtured by marketing.
Lift in engagement
rate vs. number
of connections
Prospect Nurturing Occurs More Frequently
Among Interconnected Sales and Marketing Teams
1.00
1.14
1 2-4 5-10
Impressions
>10
1.19
1.26
1.38
1
6
5
4
3
2
1
0
2.2
3.1 3.1 3.2
5.0
Control
Low 28%
33%
35%
Average
High
1 2 3 4 5+
For more information on the business benefits of sales-marketing
alignment and how the LinkedIn platform can boost your efforts, download
The Power Couple: How Sales and Marketing Alignment
Makes Your Business Unstoppable eBook today.
Connections
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