The Power of B2B Signals

Marketing is changing fast—and we’ve got the data to prove it. With findings from Supermetrics’ 2025 Marketing Data Report and LinkedIn's B2B study, this guide shows you how to keep up.

Learn how to activate your first-party data and drive better results using the LinkedIn Conversions API (CAPI).

But some may be running before they can walk

We noticed a surprisingly low number of survey respondents are using measurement techniques, like lift studies or incrementality testing. We’d expect data-informed marketing teams to start with these tests before looking at more complex approaches like MMM.

Which of the following marketing measurement methods do you currently use?

conversion lift studies

incrementality testing

Marketers are sleeping on zero-party data

With third-party data losing its charm, marketers focus on collecting first-party data. Still, many overlook zero-party data, which is data that comes from customer surveys and loyalty program.

What type of data does your organization prioritize?

12%

8%

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01

Insider insights into how to turn signal loss into growth from leading brands

A step-by-step process for activating your data through the Conversions API

02

How to maintain personalization while respecting user privacy

03

Here's why you
shouldn't ignore this guide

Being a marketer 

in 2025 is hard

use marketing mix modeling

use campaign experimentation

use predictive analytics

49%

67%

32%

use marketing mix modeling

use campaign experimentation

use predictive analytics

230%

56%

66%

more data is being used compared to 2020

of marketers can’t make sense of their data

is expected to deliver better results with less budget

Longer B2B buying cycles make attribution difficult

use marketing mix modeling

use campaign experimentation

use predictive analytics

49%

67%

32%

use marketing mix modeling

use campaign experimentation

use predictive analytics

192

50%

days is the average sales cycle

of revenue is recognized within 6 months

2

years until full revenue recognition from marketing activities

Do you have enough time to analyze and act on your data?

say they don't have enough time to analyze their data

56%

say they don't have enough time to analyze their data

Turning on Conversions API improves your B2B performance

31%

increase in attributed conversions

20%

decrease in cost per action