B2B marketing is still about reaching individuals. LinkedIn hosts the largest group of professionals online, with over 400 million members, including senior executives, opinion leaders, and decision makers. Professionals use LinkedIn to gain industry news, expert advice, professional learning, and peer insights. Content on LinkedIn receives significantly more views than job postings. Examples showed how targeted content campaigns on LinkedIn increased an influencer's followers by 1,845 in one month and helped automotive brands reach almost 2 million new buyers with trebled conversion rates. An alumni email campaign on LinkedIn also had high open and click-through rates and engagement from employees.

4. B 2 B I S N O T A B O U T M A R K E T I N G T O A B U S I N E S S ,
I T ’ S S T I L L A L L A B O U T T H E I N D I V I D U A L

6. Our digital lives converge on
very few big destinations

7. The largest global community of professionals
61M
senior-level
influencers
40M
decision makers
10.7M
opinion leaders
6.8M
C-level execs
22.8M
Mass Affluent
4.1M
IT decision makers
414Mprofessionals are on LinkedIn

8. All of which means that the world’s professionals
come to LinkedIn for knowledge
INDUSTRY
NEWS
EXPERT
ADVICE
PROFESSIONAL
LEARNING
PEER
INSIGHTS
PEER
RECOMMENDATIONS
500+
INFLUENCERS
More impressions for
content vs. jobs
15x
Content
Jobs

10. 10,000 views of David Hone’s posts
(100x the views on David’s own blog)
David went from zero to 1,845
followers in one month
Social actions and viral activity
increased reach by 86%
High levels of engagement with
posts generating 37 comments

11. Reached almost two million
new auto buyers in Germany,
Sweden, Turkey and Portugal
Conversion rates
trebled auto industry
benchmarks
Awarded ‘Best Digital
Media Idea of 2015’ at
the prestigious Deutscher
Mediapreis

12. 833 registrations for the EY Alumni
Network in just 6 days
Open rate of 53% and click-
through rate of 67%
Huge engagement levels
among existing employees
exceeding industry and
EY benchmarks