The 253 marketing directors in Epsilon ’s panel have more than 900,000 combined LinkedIn followers, up 60% year on year, according to its first-half 2026 analysis published on July 7. That scale opens another route for explaining a company through the experience of its decision-makers. Commercial usefulness depends on the information and conversations sustained, rather than turning followers of several people into an employer-owned customer base.
Epsilon records more than 120,500 interactions and average efficiency exceeding 111 interactions per post among the selected profiles. The summary provides no follower deduplication, complete account distribution or sufficient criteria to reconstruct cohort continuity. One person can follow several executives through different relationships: colleague, employee, supplier or potential buyer. These figures describe professional presence without establishing attributable sales.
A follower retains a relationship with the author
Spanish context distinguishes relationships that an aggregate can combine. In the GWI series reported by Statista, 19.3% of internet users aged 16–64 in Spain reported following contacts relevant to work, and 15.5% followed companies relevant to work. They also follow brands already purchased from and brands considered for a future purchase. Categories can overlap, and the study covers social media generally rather than LinkedIn alone or Epsilon’s 253 profiles.
A professional connection is different from following a brand to buy
Types of accounts followed by internet users in Spain, third quarter of 2024.
Tap or hover for details. All values are also available in the data table.
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GWI / DataReportal online panel of internet users aged 16–64, multiple answers. Spanish N not disclosed in the entry. Social media collectively, not LinkedIn separately, identified buyers or deduplicated marketing-director audiences.
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| Category | Surveyed internet users |
|---|---|
| Contacts relevant to work | 19.3% |
| Companies relevant to work | 15.5% |
| Brands already purchased from | 21.5% |
| Brands considered for purchasing | 17.9% |
This changes what the company funds. A personal profile makes a responsible person’s judgement visible: the decision taken, the constraint encountered and the reason for choosing an alternative. The reader receives something different from a product-benefit list. Epsilon associates Rafael Fernández de Alarcón’s communication at Telefónica with company change and recognition of internal talent. This is an editorial focus described by the panel, rather than a sales outcome caused by those posts.
Expertise needs to be open to examination
In business purchasing, an explanation can serve people who influence decisions without leading the initial commercial conversation. Edelman and LinkedIn’s 2025 study reported by Statista identifies understanding business challenges as important to 85% of the hidden decision-maker segment involved in final vendor selection. Industry knowledge and relevant expertise receive 76% and 74%. These are stated U.S. priorities, not contract rates or expected performance for Spanish profiles.
The internal buyer values expertise they can recognise
Very or moderately important considerations for hidden decision-makers in final vendor selection, United States, 2025.
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Edelman / LinkedIn U.S. online survey, 17 March–3 April 2025, overall N = 1,934. The chart concerns hidden decision-makers influencing final RFP selection; exact subgroup base not separately published. Top two importance levels on a four-point scale, not a causal content effect or CMO sales.
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| Category | Surveyed hidden decision-makers |
|---|---|
| Understand business challenges and needs | 85% |
| Understand industry trends | 76% |
| Be a relevant expert | 74% |
| Strategic fit | 68% |
Experience provides evidence when it exposes reasoning the author can substantiate. It does not require publishing secrets or turning an opinion into an official commitment. Review needs to check facts and commercial conditions without removing every detail of the difficulty. If the text becomes institutional promotion alone, the executive’s name is another distribution surface and loses part of the reason people followed the individual.
The enquiry and specialist time determine continuity
LinkedIn distinguishes impressions from members reached and supplies other post-level indicators; the platform describes its figures as estimates. A repeated appearance, a public endorsement and a specific question perform different jobs. When a relevant enquiry arrives, the resource or specialist receiving it needs the question and its context. A generic invitation can make the interested person repeat work the explanation had already enabled.
Channel cost includes preparation, validation, response and maintenance. More posts compete for the executive’s time and that of supporting specialists. An explanation can remain useful after its launch while its conditions stay current. Followers belong to a relationship with the author; a role change does not automatically transfer them as a corporate list.
The company’s next decision should assess the explanation received and the useful conversations served through that effort. The panel shows expansion within a selected group and does not require every executive to attain its average. The economic opportunity is to make organisational knowledge understandable. Its evidence will be credible information and documented continuity after the first reactions have ended.
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Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.