LinkedIn Marketing Solutions - The digital future of b2 b
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On June 30 I had the privilege to present the B2B power of LinkedIn to an exclusive audience of Dutch B2B marketers and brands like Philips, Graydon, Deloitte and DSM. This is the presentation as presented in a 45 minute break out session.
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LinkedIn Marketing Solutions - The digital future of b2 b
- 1. LinkedIn Marketing Solutions B2B Marketing in a changing world
- 2. 2 First ... 5 ... Simple … Questions
- 3. 3 For the next 45 minutes Current state of B2B Digitalization Introducing LinkedIn How to leverage the power of LinkedIn?
- 4. 4 Current state of B2B Digitalization LinkedIn introduction How to leverage the marketing power of LinkedIn?
- 5. 5 Are you changing with them? A C B Digital initiative How much effort and resources are available and used to drive the digital customer experience? Digital transformation How digital ready is your organization? Your people? Your KPI’s? Your resources? New digital business models Do you have disruptive business models on the shelve?
- 6. 6 Where are you? Stop being a penguin: https://www.linkedin.com/pulse/stop-being-penguin-today-bastian-verhulst?trk=prof-post
- 7. 7 Current state of B2B Digitalization LinkedIn introduction How to leverage the marketing power of LinkedIn?
- 8. 8 364,000,000+ registered members (as of May 2015) 10M+ Canada 105M+ USA 18M+ Brazil 6M+ Australia 74M+ EMEA 27M+ India 3M+ South Africa 3M+ Turkey 7M+ Italy 9M+ France 6M+ Spain 2M+ Belgium18M+ UK 1M+ U.A.E 6M+ DACH The world’s largest global professional network 5M+ Nordics 5M+ NL
- 9. 57% growth in page views y/y 9 32% growth in monthly users y/y 200,000+ professionals join daily 2004 2005 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 1 4 7 31 53 87 144 200 277 364MM+ 1 2
- 10. Content is our coreDefinite professional publishing platform 10 8XMore engagement with content vs jobs BRANDS +3MM Company Pages Company Updates SlideShare Groups THOUGHT LEADERS 500+ Influencers NEWS 1,5MM Publishers LinkedIn Today PEERS 2MM Groups Connections
- 11. 11 Current state of B2B Digitalization LinkedIn introduction How to leverage the power of LinkedIn?
- 12. How to leverage the power of LinkedIn in 3 steps Nurture Deliver helpful content at the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics Reach Reach the right people with accurate targeting
- 13. 13 How to (1) reach the right B2B audiences
- 14. 14 Targeting Take charge of your audience
- 15. Seniority Director Function Marketing Director Standardized Job Titles Marketing Director Inferred Demo Targeting power Name Maarten Vernooij Demographics Male Connections 500+ Geo Dutch Eindhoven Area Company Philips Lighting Benelux Industry Electrical/Electronic Manufacturing Size 10.000+ Modeled Adobe Creative Cloud Volvo XC90 Panerai ING Private Banking 3rd Party Data 1st Party Data Groups Oa. Lightining Talk, Duurzame Verlichting, B2B goes Social Companies followed Oa. Philips, Think with Google Influencers Followed Barack Obama, Hiroshi Mikitani
- 16. Examples How do Dutch B2B brands target their audiences? ZZP, SOHO, MKB and Corporate Decision Makers Transport, Courier Express, People Transport, Services and Maintenance and Utilities
- 17. 17 How to (2) INspire the right B2B audiences
- 18. The only full funnel B2B platform Sponsored Updates Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results
- 19. LinkedIn Sponsored Updates Inspire professionals on desktop, smartphone and tablet. Communicate where your audiences are - in the LinkedIn Feed Raise awareness and build relationships with your key audiences Drive traffic to your website with the right content at the right time
- 20. Ziggo reaches content hungry audiences Native content marketing –bring dedicated content to key audiences
- 21. 21 How to (3) Convert the right B2B audiences
- 22. LinkedIn Lead Accelerator Drive more high quality B2B leads, faster! Drive more conversions Engage LinkedIn audiences (your prospects) on and off LinkedIn Convert the 95% of anonymous web visitors who don’t provide an email addresses Measure the impact and success of all your digital activities Click for video
- 23. LinkedIn Lead Accelerator Drive more high quality B2B leads, faster! Nurture prospects across the Web through targeted display and social ads, including Sponsored Updates Sequence ads and content based on who your prospects are and what they’re doing on your website Reach known contacts beyond email by integrating your Marketo and/or Eloqua marketing automation systems Measure how your ads are performing at any stage of the process
- 24. Thank you. Bastian Verhulst Account Director LinkedIn Marketing Solution 06 5273 8145 | 020 561 0032 | bverhulst@LinkedIn.com
Editor's Notes
- Wie heeft er hier een company page? Wie heeft er de afgelopen maand een update gepost? Wie heeft er vandaag al een update geplaatst? Wie heeft er al eens een sponsored update gepost? Wie start dit kwartaal met LinkedIn Lead Accelerator?
- That helps explain why LinkedIn is expanding at a rate more than 200,000 professionals every day …in every industry, category, and geography in the world. Page views year-over-year grew57%, driven by monthly user growth of 32% over the same timeframe. So engagement is outpacing even our dramatic user growth. NOTE FOR BAR GRAPH: To adjust the elements above the bars, move them (from the point of the shape) 10 clicks above the top of the bar to keep spacing consistent.
- Driving this increased engagement is the fact that LinkedIn has evolved into a professional publishing platform. Our members are 6 times more engaged with content on LinkedIn vs our jobs properties. LinkedIn members are investing time in content from four primary sources: Brands, 2) Thought Leaders 3) News and 4) Peers And the LinkedIn products that deliver this content are: Brands – Company Pages, Company Updates, SlideShare, Groups LinkedIn members choose to follow the companies that they want to hear from, engage with content these companies post to SlideShare, and join Groups built or sponsored by these companies Thought Leaders – Influencers Members are getting unique content that they can’t get anywhere else by following Influencers. The Influencers program includes over 220 of the most influential thought leaders, from Richard Branson to President Obama. On LinkedIn, Influencers have become publishers virtually overnight, attracting – in the case of Richard Branson – 1.3million followers that engage with and share their content – posting hundreds of thousands of comments. (March 1, 2013) Companies have the same opportunity on LinkedIn. News – LinkedIn Today There are more than 40 industries and 480 news sources to follow on LinkedIn Today. Since LinkedIn Today was integrated into the LinkedIn Homepage in July 2012, traffic to 3rd party publishers is up nearly 60% Peers – Connections, Fellow Group Members Members visit their homepage and read their news feed to see what their connections are sharing. Since their connections are usually people in the same industry or function, they typically share information that is extremely relevant and useful.
- How HP Nederlandly can Marketers build relationships on LinkedIn? You use accurate targeting to deliver relevant content. LinkedIn is not just about another campaign or another product launch, even though we embrace those things. Brands are able to build relationships by using LinkedIn to Target, Publish and Extend. Now we’ll look at each of these
- So, how do you get started attracting this type of person to follow your company? What’s the best path forward on LinkedIn? Let’s return again to the best practices utilized by our early social media leaders: First, establish your company page to serve as your central hub on LinkedIn. This is the first step. Your company page will be the place from which to message the engaged audience you will be acquiring over time. You <company> currently have a presence on LI already. Here is the current size of your follower base. Key Takeaway: Start attracting Followers on LI with a company page serving as your central hub for news, insights, and information.
- How HP Nederlandly can Marketers build relationships on LinkedIn? You use accurate targeting to deliver relevant content. LinkedIn is not just about another campaign or another product launch, even though we embrace those things. Brands are able to build relationships by using LinkedIn to Target, Publish and Extend. Now we’ll look at each of these
- How HP Nederlandly can Marketers build relationships on LinkedIn? You use accurate targeting to deliver relevant content. LinkedIn is not just about another campaign or another product launch, even though we embrace those things. Brands are able to build relationships by using LinkedIn to Target, Publish and Extend. Now we’ll look at each of these