INFLUENCE IS ONLY AS GOOD AS THE RULE BEHIND IT

Summary from the TLDR Marketing newsletter

Influence can be a useful leading indicator when measured by engagement rather than impressions alone. An analysis of 1,000+ advertisers and $80 million in LinkedIn ad spend found that companies reached in 3 or more separate months entered the pipeline 1.5X more often. Those with 5 or more paid engagements entered 2.2X more often. Recent reach and engagement were stronger signals than longer lookback periods, supporting consistent advertising to future buyers.