Our newsletterIn B2B consultancy's LinkedIn marketing new followers might be the strongest lever, moving sales revenue and engagement more than website visits did
Performance measurement
| Response variable | Elasticity | Wear-in (week) | Wear-out (week) |
|---|---|---|---|
| Sales | 0.59 | 0 | 1 |
| Followers | 0.88 | 0 | 1 |
| Sales Posts | — | — | — |
| Technical Posts | — | — | — |
| Social Posts | — | — | — |
| Engagement | 0.51 | 0 | 2 |
| Website Visits | 0.27 | 0 | 1 |
Social media marketing elasticities: response of sales, engagement & other metrics to a change in Followers (elasticity, wear-in/out weeks)
Social media marketing elasticities: response of sales, engagement & other metrics to a change in Followers (elasticity, wear-in/out weeks)- Reader Note:
- Elasticities from one firm's weekly data, not rates to apply elsewhere: a 1% rise in new followers was associated with 0.591% higher sales revenue, 0.512% higher engagement and 0.274% more website visits, each appearing in the same week and fading within one to two weeks. For comparison, a 1% rise in website visits was associated with 0.356% higher sales. The authors warn that this firm sells services largely new to its market and may not represent more traditional B2B firms.
- Evidence:
- Observed behaviour
- Vendor interest:
- None
- Sample:
- One B2B consultancy firm operating mainly in Chile and Peru; 106 weeks of weekly firm-level data from February 2019 to March 2021, including 146 LinkedIn posts manually coded into sales, technical, or social categories.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Getting a rough orientation, and deciding what to check yourself.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This was measured in one market. It may not hold where you are.
- The source talks about this as cause and effect — that is its reading, not a finding.
- This is one case — one company, one campaign, one account. Nothing implies it happens anywhere else.
Related cards
Performance measurementTrend
Platform engagement and real effectiveness only line up in about one out of three creator ads, so most engaging content isn’t what will grow your brand
TrendPerformance measurementIdea
Idea
Open full graphMost marketers are making or planning changes to performance measurement for the AI web, mainly tracking brand visibility and citations in AI tools
Performance measurementTrend
Buyers often use Google Search or visit a cited website directly after seeing a brand mentioned in an AI answer
Go deeper on this topic
Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.
