Like many marketers, we used to think that Social was only effective as a top-of-the-funnel discovery channel.
When we started using a multi-touch attribution solution and model to measure all of our marketing, including Social, we learned that we were severely overvaluing the impact Social had on revenue. The data from a single-touch model was inaccurate by as much as 25%.
After seeing the new and more accurate data, we knew that we had to re-think how we used our paid social channels, primarily LinkedIn.
This post will walk through how we now use LinkedIn for full-funnel marketing.