# LinkedIn publishes a guide to reviewing B2B campaigns

> LinkedIn published five principles for reviewing B2B campaigns: connect first-party data, reach the buying group, adapt creative, maintain a presence and measure pipeline and revenue. It is a planning and measurement guide; the conversion tools it references already existed.


Published: 2026-10-09. Original source: [The B2B Performance Principles: What Actually Drives Pipeline on LinkedIn](https://www.linkedin.com/business/marketing/blog/strategy-best-practices/b2b-performance-principles-outcomes).

LinkedIn published [a guide to reviewing B2B campaigns](https://www.linkedin.com/business/marketing/blog/strategy-best-practices/b2b-performance-principles-outcomes) on October 7. It organizes the review around first-party data, the buying group, creative, a continuous presence and business outcomes.

## From engagement to a sales opportunity

The proposal is to follow the journey through to pipeline and revenue. The guide combines targeting, messages matched to the buying stage and measurement. It does not announce new Campaign Manager features.

The tools it references have their own requirements. [Conversion Tracking](https://business.linkedin.com/advertise/ads/conversion-tracking) supports website conversions through Insight Tag and added conversions through imports or the Conversions API. [CRM Sync documentation](https://www.linkedin.com/help/lms/answer/a7477297) covers Salesforce, Dynamics and HubSpot, and requires owned ad accounts claimed in Business Manager.

Connecting those data sources lets you examine what happened after an ad: an enquiry, an opportunity in the CRM or revenue. The guide helps organize that review; the technical connections are configured separately.

## Plan your next post in HeyMark.

Keep the idea, review the draft with your team, and see how it performed in the accounts you connected.

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