领英广告基准报告2026

BenchmarksReport 2026by Dreamdata Why This Is The MostExciting Time to Be inB2B Marketing With a complete data foundation, we can seeexactly which channels are influencing revenue,not just generating clicks. We can benchmarkperformance against peers. And we can havebetter conversations with leadership because we’regrounded in real data rather than assumptions. A familiar question comes up in B2B marketingbudget reviews: “We spent money on LinkedIn Ads last month.How much revenue did they generate thismonth?” This report is designed to give you that context.How budgets are shifting, what strong ROAS lookslike, how customer journeys are evolving, andwhere LinkedIn fits into it all. It’s a fair question. But is it the right one? 78% of B2B CMOs1say proving ROI has becomemore important over the past two years. Budgetsare scrutinized, every channel is compared, andmarketing leaders are expected to show impact -clearly and quickly. A word about Dreamdata The challenge is, deals don’t follow monthlyreporting cycles. They’re shaped over months,across multiple channels, and often by ten or morestakeholders before sales is even looped in.When we judge performance in one-monthincrements, we risk undervaluing the very activitiesthat create demand in the first place. Dreamdata is a B2B Activation &Attribution Platform that provides themost complete B2B customer journeymap anywhere, empowering marketersto build and activate precise audiences,leverage AI signals, and measure whattruly drives revenue. Here’s why I think this is actually an excitingmoment for B2B marketing: we have the abilityto see the full picture by mapping the entire B2Bcustomer journey, from the first touch to closedrevenue, and our data shows it takes an averageof 272 days from the first marketing touch toclosed revenue. Best of all, it’s easy to implement andbuilt to scale as your KPIs, team, andbusiness grow - keeping your team andleadership aligned around a single clearview of what’s working. Nick Turner CEO of Dreamdata Contents 06 02 Introduction tothe benchmarks 18 10 B2B Ad Budget B2B CustomerJourney30 Linkedin’s CompanyIntelligence52 62 LinkedIn MatchedAudiences LinkedinConversions API58 Thank you forreading64 66 Steffen Hedebrandt CMO & Co-founder of Dreamdata Why LinkedIn Ads mattermore than ever in B2B With over 1.3 billion professionals andpurpose built solutions, LinkedIn has becomethe leading channel for B2B marketers toengage buying groups, build trust, and fuelgrowth. What this report is built on This report is built on aggregated campaign datafrom thousands of Dreamdata customers covering+66 million sessions across +3.5 million customerjourneys to uncover the latest trends across B2Badvertising platforms. It’s also the only advertising channel built aroundprofessional identity and firmographic targeting. What you’ll find inside In B2B, where buying decisions involve entirecommittees and multiple stakeholders inside thesame account, that’s an important differentiator.This year’s data makes that clearer than ever. You’ll find benchmarks on budget allocation,return on ad spend (ROAS), alongside customerjourney data. We’ll also demonstrate why company-level measurement is a better way of trackingand measuring the buyer journey as it canaccommodate multiple members within the buyergroup. LinkedIn now represents 41% of paid social budgetshare among Dreamdata customers - up 2% yearover year - and delivers a 121% return on ad spend(ROAS). At the company level, cost per companyclosed is 54% more efficient than last year. What’s new this year is that we can see even more.With LinkedIn’s Company Intelligence API, organicCompany Page impressions can now be connectedto company-level revenue influence. Whenmembers of a buying group view your CompanyPage, that activity shows up as a measurable intentsignal. All insights and viewpoints are based onDreamdata’s own analysis and point ofview. We encourage you to share yourthoughts by tagging@dreamdataonLinkedIn - we look forward to hearingyour opinions! As aLinkedIn Marketing Partner2forSignals, Reporting, Audiences andAttribution, Dreamdata empowers B2Bmarketers to analyze and activatetheir go-to-market data, ensuring theirLinkedIn Ads drive measurable impactacross the entire customer journey. Why we built this report Last year, we published our LinkedIn AdsBenchmark Report to help B2B marketersunderstand how their budgets and performancecompared across channels. Now we’re backcomparing this year’s results with last year’s to seewhat’s changed, what’s stayed the same, and whatit could mean for B2B marketers. 81% of the B2B customerjourney takes placebefore the sales pipeline spent researching, consuming content, and formingopinions. It’s the longest and most influential part ofthe customer journey, and it’s also the least visiblewith traditional reporting platforms. Just one year ago, that number was 70%. That’s an 11-point shift toward buyer self-educati