How to Measure a B2B Influence Campaign on LinkedIn: Essential KPIs

What's In This Post:

• B2B Influencer Marketing on LinkedIn: A Rapidly Growing Tool
• What Are the KPIs to Prioritize in a B2B Influence Campaign on LinkedIn?
• Why work with us

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LinkedIn is no longer just a professional network where people share company news or job offers. It has become a genuine tool for running B2B influence campaigns, where leaders, experts, and brands build their reputation and generate business opportunities. It's a platform that shouldn't be overlooked, especially considering that in France there are 34 million users, of which 16.5 million are active every month.

However, one crucial question remains for many marketing and communications professionals: how do you effectively measure the performance of a B2B influence campaign on LinkedIn?

Unlike Instagram or TikTok, where performance indicators are primarily related to virality (views, likes, shares), campaigns on LinkedIn require a more refined approach, focused on the quality of interactions and real business impact.

In this article, we'll detail the essential LinkedIn KPIs to track for measuring the success of an influence campaign, understand their significance, and learn how to interpret them to refine your B2B marketing strategy.

→ For more details on our recent campaigns and their impact, feel free to download our Infuencer Marketing B2B guide for free.

B2B Influencer Marketing on LinkedIn: A Rapidly Growing Tool

Why Choose LinkedIn for a B2B Influence Campaign

LinkedIn now has over one billion users worldwide, a large portion of whom are professionals, decision-makers, executives, or business leaders. This positioning makes it a prime territory for B2B influencer marketing.

LinkedIn influencers are often recognized experts in their field. They may be HR directors, engineers, construction professionals, or recruiters. They all have one thing in common: the ability to influence purchasing, recruitment, or partnership decisions.

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On LinkedIn, campaign success isn't measured by simple virality, but by message relevance, influencer credibility, and the ability to shift perceptions or generate qualified leads. The goal isn't to "go viral," but to move the needle in a professional ecosystem. There's a real business stake behind a B2B influence activation.

This is why its analysis must be thorough.

Why Measuring Your B2B Influence Campaigns Is Essential

An influence campaign often represents a significant budget (content creation, influencer compensation, paid amplification). Without clear measurement, it's impossible to demonstrate ROI (return on investment) and therefore truly know your campaign's impact.

Data allows you to continuously adjust your strategy: choice of formats, tone, publication frequency, targeting, etc. By providing concrete results, KPIs for LinkedIn campaigns help legitimize influence marketing with marketing and communications leadership.

What Are the KPIs to Prioritize in a B2B Influence Campaign on LinkedIn?

LinkedIn Visibility KPIs

To properly measure a B2B influence campaign, you need to combine indicators of visibility, engagement, awareness, consideration, and conversion.

These indicators allow you to evaluate the reach of your content.

• LinkedIn post impression rate: the number of times the publication was viewed
• Reach: number of unique accounts exposed to the content
• Coverage rate: share of your target audience reached

These indicators show you whether your message has reached the intended audience. However, they're not sufficient on their own. High visibility without engagement has no value in B2B.

LinkedIn Engagement KPIs

They measure the quality of interactions around the content.

• Likes/reactions: indicators of appreciation
• Comments: the more substantiated they are, the more the content generates reflection
• Shares: mark of strong adherence, synonymous with credibility
• Overall engagement rate: the calculation is done this way: (likes + comments + shares) ÷ impressions × 100

For reference, an engagement rate around 2% is an excellent figure in the B2B marketing sector.

Awareness and Authority KPIs

A B2B influence campaign also aims to strengthen the reputation of the brand or expert. Therefore, there are dedicated KPIs:

• Growth in follower count on the influencer's profile and on the company page
• Brand mentions in publications made beyond the campaign
• Share of voice: proportion of conversations where your brand is mentioned, compared to your competitors
• Sentiment: analysis of tone (positive, neutral, negative) in comments or associated articles

These indicators show how your brand gains legitimacy in its ecosystem.

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Consideration KPIs

These indicators measure whether there was genuine interest from the community.

• Clicks on the link integrated into the publication
• CTR (Click-Through Rate): click rate relative to the number of impressions
• Average viewing duration (for videos)
• Visits to the LinkedIn page or website after publication

This data is essential for measuring an influencer's ability to generate leads or purchases for your product or service.

Conversion KPIs

This is where B2B influencer marketing distinguishes itself. The goal is not only to be visible but to have a measurable impact on business results.

• Leads generated: completed forms, webinar registrations, white paper downloads
• Cost per lead (CPL): total budget ÷ number of leads obtained
• Conversion to sales appointments
• Conversion rate: share of leads who became customers

For a B2B influence campaign on LinkedIn, there's no point in focusing solely on likes. You need to know how to measure each indicator and transform it into real return to understand the impact of each communication.

At Les Années Folles, we build campaigns that have concrete impact. Contact us for more information.

→ For more details on our recent campaigns and their impact, visit our campaigns page.