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Channel
RGM° · Tools
B2B advertising benchmarks
LinkedIn, Google Search, Programmatic ABM, content syndication, intent-data targeting. ICP-fit and multi-touch attribution are the strategic challenges.
Share of digital ad spend: Subset of paid-social + paid-search above
Channel snapshot
Avg CPL $95–650 by ACV tier. Lead-gen-form CVR 8–18%. Sales-cycle 60–360 days.
How to operate this channel
Operator playbook
- Use intent data (6sense, Bombora) to layer onto LinkedIn targeting.
- Treat top-of-funnel as brand-building, not lead-gen — measure pipeline-touched, not MQL.
- Multi-channel ABM beats single-channel by 2.3x on close rate.
- Sales + marketing alignment is the rate-limiter — service-level agreements on lead handoff.
- Brand-touched MQLs convert 2.4x — fund brand alongside performance.
Platforms in this channel
Want to model your spend in this channel? Use the CPM calculator, ROAS calculator, and budget allocator to plan allocation.