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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.

Published in: Marketing
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LinkedIn Marketing Solutions - The digital future of b2 b

  1. 1. LinkedIn Marketing Solutions B2B Marketing in a changing world
  2. 2. 2 First ... 5 ... Simple … Questions
  3. 3. 3 For the next 45 minutes  Current state of B2B Digitalization  Introducing LinkedIn  How to leverage the power of LinkedIn?
  4. 4. 4  Current state of B2B Digitalization  LinkedIn introduction  How to leverage the marketing power of LinkedIn?
  5. 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. 6 Where are you? Stop being a penguin: https://www.linkedin.com/pulse/stop-being-penguin-today-bastian-verhulst?trk=prof-post
  7. 7. 7  Current state of B2B Digitalization  LinkedIn introduction  How to leverage the marketing power of LinkedIn?
  8. 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. 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. 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. 11 Current state of B2B Digitalization LinkedIn introduction How to leverage the power of LinkedIn?
  12. 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. 13 How to (1) reach the right B2B audiences
  14. 14. 14 Targeting Take charge of your audience
  15. 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. 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. 17 How to (2) INspire the right B2B audiences
  18. 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. 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. 20. Ziggo reaches content hungry audiences Native content marketing –bring dedicated content to key audiences
  21. 21. 21 How to (3) Convert the right B2B audiences
  22. 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. 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. 24. Thank you. Bastian Verhulst Account Director LinkedIn Marketing Solution 06 5273 8145 | 020 561 0032 | bverhulst@LinkedIn.com

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