Engaging Professional Audiences on LinkedIn

How Brands Can Unlock First-Party Data and Connections

About This Report
With a wealth of first-party professional audience data, LinkedIn is sitting on a valuable asset. This report explains how marketers and advertisers can best use LinkedIn’s tools to reach and engage users on the social network.

Executive Summary

Considered a slow follower when pitted against Facebook, LinkedIn has made strides in recent years. New offerings across organic, paid and sales can help brands reach and engage LinkedIn’s audience of professional users.

How many people use LinkedIn?

We forecast that LinkedIn will have 62.1 million adult users in the US in 2020, up 6.2% from 2019.

What are LinkedIn Pages?

For marketers looking to build an organic strategy on LinkedIn, Pages serve as a starting place to gain followers, build a community, and share relevant company updates and content.

Which companies use LinkedIn ads?

Though LinkedIn isn’t the most popular social network for advertising, nearly half of agency and marketing professionals worldwide invested their ad budget into the platform, according to May 2019 research from Hanapin. In 2020, LinkedIn will net $1.59 billion in US ad revenues, according to our October 2019 estimates. B2B companies are more likely to use LinkedIn, but some B2C brands with a high consideration period or lifetime value are finding success on the platform.

How do advertisers target audiences on LinkedIn?

LinkedIn generates audiences for advertisers based on campaign objectives. But advertisers can also build their own audiences and layer in various attributes to customize the segment with demographic, firmographic and behavioral data. When targeting professionals, interviewees said LinkedIn has the most unique data on professional audiences.

How can companies best use LinkedIn’s Sales Navigator?

Sales Navigator is a paid tool that companies purchase for their sales teams to research and engage with prospects on LinkedIn. Sellers should use this tool as a supplement to a CRM and other marketing communication and automation tools within a larger B2B sales strategy.

WHAT’S IN THIS REPORT? This report will cover best practices for organic, paid and sales strategies on LinkedIn.

KEY STAT: Half of US marketers from companies with more than 100 employees will use LinkedIn this year, according to our January 2020 estimates.

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Table of Contents

  1. Executive Summary
  2. LinkedIn in 2020
  3. Implementing a Robust Organic Approach
  4. Advertising on LinkedIn
  1. Best Practices for Using Sales Navigator
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Julbert Abraham
Abraham Global Marketing (AGM)
Interviewed October 18, 2019
Rob Balasabas
Social Media and Community Manager
Interviewed October 30, 2019
Vincent Barr
Interviewed October 18, 2019
Doug Camplejohn
Vice President, Product Management, Sales Solutions
Interviewed October 24, 2019
Phillip Chan
Wells Fargo
Digital Marketing Consultant
Interviewed October 16, 2019
Yuri Daniels
Director, Performance Marketing
Interviewed October 29, 2019
Hannah Elemary
Search Strategist
Interviewed October 15, 2019
Beth Granger
Beth Granger Consulting: Intrepid Social
Interviewed October 16, 2019
Matt Hutchinson
WhiteHat Security
Vice President, Marketing
Interviewed October 18, 2019
Rishi Jobanputra
Senior Director, Product Management
Interviewed December 19, 2019
Jessi Link
Senior Search Strategist
Interviewed October 15, 2019
Andrea Moe
Senior Director, Marketing
Interviewed October 18, 2019
Lucy Moran
Dun & Bradstreet
Vice President, Integrated Marketing, Brand and Digital
Interviewed October 30, 2019
Heike Neumann
Senior Director, Oracle Marketing Cloud
Interviewed October 16, 2019
Lee Odden
TopRank Marketing
CEO and Co-Founder
Interviewed October 10, 2019
Keith Richey
Senior Director, Global Marketing
Interviewed September 19, 2019
Abhishek Shrivastava
Senior Director, Product Management
Interviewed January 23, 2020
Mike Stocker
Vice President, Strategic Partnerships
Interviewed January 16, 2020
Alex Stolarski
DWA, a Merkle Company
Director, Paid Social
Interviewed October 9, 2019
Jamie Taylor
Director, Enterprise Marketing
Interviewed October 22, 2019
Kieley Taylor
Managing Partner, Global Head of Social
Interviewed November 7, 2019
Ryan Wenstrup-Moore
Associate Director, Social Media
Interviewed October 18, 2019
AJ Wilcox
Interviewed October 18, 2019
Tim Williams
Interviewed October 24, 2019
Yael Wissner-Levy
Vice President, Communications
Interviewed October 28, 2019

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Jillian Ryan


Eric Haggstrom
Forecasting Analyst
Nazmul Islam
Junior Forecasting Analyst
Oscar Orozco
Senior Forecasting Analyst
Nicole Perrin
Principal Analyst
Melissa Rosenberg
Senior Researcher
Debra Aho Williamson
Principal Analyst

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