LinkedIn is a B2B Powerhouse: How Companies and Marketing Teams Are Turning Connections Into Conversions

Maximizing your Other marketing tools with LinkedIn

In recent years, B2B marketers have increasingly allocated their budgets to LinkedIn, but they are also taking a strategic, multi-channel approach by advertising with complementary platforms like Google Ads,  6sense, and G2. While LinkedIn plays a critical role, its true power lies in how it complements other platforms within the marketing ecosystem. Marketers refine their messaging, test new formats, and optimize their presence while leveraging data from their existing marketing platforms to deliver more personalized messaging and drive higher-quality leads. This integrated strategy enhances brand visibility, ensures consistent engagement across multiple touchpoints, and ultimately drives better outcomes.

Combining LinkedIn with Google Ads

96% of B2B marketers utilize LinkedIn and over 80% use Google Ads, but not all marketers are combining the two to maximize each platform’s capabilities. A cross-channel approach enhances visibility and reinforces messaging. By strategically aligning LinkedIn engagement with Google’s powerful intent-based advertising, businesses can maximize ROI, nurture prospects through multiple touchpoints, and drive more qualified leads down the funnel. 

Use LinkedIn for precise B2B targeting & demand generation.

• Use Google Ads to capture search intent & retarget warm leads.
• Retarget LinkedIn audiences on Google for multi-touch engagement.
• Align messaging across both platforms for a cohesive user journey.

Google Search Ads

Google Search Ads are crucial in capturing high-intent leads who have previously interacted with LinkedIn content. After engaging with LinkedIn ads, users often turn to Google to further research solutions, making search ads an effective way to capture this demand. Staying top-of-mind with this hyper-targeted audience results in a significantly improved conversion rate, higher-quality leads, and increased brand credibility. By appearing at the top of search results when users are actively seeking information, businesses reinforce their authority and trustworthiness, making prospects more likely to convert. Additionally, this strategy helps shorten the sales cycle by guiding already-interested users toward a decision faster, ultimately maximizing marketing ROI.

Retargeting/Display Ads

Retargeting LinkedIn ad engagers with Google Display Ads ensures continuity by keeping your brand in front of users who have already shown interest. For example, users who watched a LinkedIn video ad can be served a relevant Google Display Ad, reinforcing key messages in a different format. Syncing messaging between platforms—addressing the same pain points while tailoring creatives to each ad format—creates a seamless experience that increases the likelihood of conversion. By re-engaging users who interacted with high-converting form fill or gated content ads, businesses can stay top-of-mind throughout the buyer’s journey. Implementing the LinkedIn Insights Tag with Google Tag Manager enables precise tracking of website visitors and engagement, providing valuable data to refine targeting strategies across both platforms.

Other LinkedIn Integrations: LinkedIn Marketing Partners

Leveraging LinkedIn with LinkedIn Marketing Partners allows B2B marketing teams to maximize targeting precision, lead quality, and ROI. LinkedIn’s robust first-party data—covering job titles, industries, and company sizes—becomes even more powerful when combined with additional marketing tool features like G2’s buyer intent signals or 6sense’s AI Insights. According to G2, marketers who used G2 and LinkedIn together saw a 25% reduction in CPA, making it easier to scale up campaigns and drive better results. G2 campaigns on LinkedIn also had five times more leads and a 5% click through rate, along with 2.3 times the conversion rate with LinkedIn paid social campaigns. 6sense, an AI-driven B2B marketing and sales platform, reported a case study in which integrated LinkedIn and 6sense campaigns showed a 9.7 times increase in leads entering the sales funnel, plus a 3.55 times return on ad spend

These integrations enable marketers to identify and engage decision-makers at companies actively researching solutions, ensuring ad spend is focused on high-value prospects.

By aligning LinkedIn campaigns with third-party intent data, B2B teams can personalize outreach, improve retargeting strategies, and enhance sales alignment. This approach keeps brands top-of-mind throughout the buyer’s journey, delivering relevant content to in-market audiences and giving companies a competitive edge in crowded industries.

Other integrations:

• 6Sense, Demand Base, RollWorks
• G2, UpCity, Capterra
• Google Tag Manager
• Hubspot + LinkedIn Sales Navigator, Salesforce
• SuperMetrics, Zapier

Full funnel approach 

LinkedIn is one of the few platforms that marketers can truly utilize at every stage of the marketing and sales funnel, and if you use a strategic balance of organic content, paid ads, and direct engagement,  it can be one of your most valuable tools. From the top of the sales funnel, LinkedIn assists to build brand awareness, allowing companies to share valuable insights, industry trends, and helpful tips to grab the attention of decision makers without feeling too in-your-face salesy. With the rise in AI-generated content being shared, having a sincere, human presence in 2025 will be key. Mid-funnel, LinkedIn allows marketers to nurture and continually engage with their leads. Retargeting ads and Conversation ads give marketers a leg-up here in keeping the conversations going and keeping companies top-of-mind through the consideration process. To seal the deal, Message Ads and Dynamic Ads can help to deliver the content your prospects want to see the most – product demos, free trials, and tailored offers to the decision makers who are ready to buy.