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presentsLinkedIn forB2B MarketersBOBBIE CARLTON@BobbieC
• Introductions• What do we want to cover?Questions?• Assess your company’s LinkedIn UseLinkedIn for B2BMarketing
LinkedIn Confessions
Agenda• LinkedIn Intro• Your People• Your Company• LinkedIn Opportunities• Note: we’ll visit LinkedIn during class, feelfr...
• Launched in May 2003, IPO 2011• 175 million users• A list of people with whom you havesome level of professionalrelation...
• LinkedIn is a business meeting• Twitter is a cocktail party• Facebook is an invitation into someoneshomeLinkedIn and Oth...
LinkedIn Numbers Add up Fast
People• Individual profiles contribute to yourcompany’s brand
B2B LinkedIn: Start w/ People
• Sign-up is easy• Be a good example• Add a picture• Connect to company• Does it look like aresume?• Contact me for?You an...
Getting Found: Advanced Search
• Good profiles help• Use the suggestions• Don’t be greedy• Personalize the invite• Tag and group• What are LIONs?• Be the...
Tagging New Connections
Tagging & Sending Group Mail
StayingActive (and Visible)
Groups
• Materials• Consistentmessaging• Small doses training• One-on-one trainingand support• Leverage thenetworkPeople: Managin...
People: Opportunities
People: LinkedInOutlook Toolbar
Make Your Profile 1%Better
• Make your people stronger/makeyour company stronger• LinkedIn, it’s not Facebook.• LinkedIn, it’s not a resumeSection Re...
• Showing your company in the best lightCompany Profiles
1. On LinkedIn: content, credibility and value2. LinkedIn content that sends relevant peopleto your websiteTwo Kinds of Li...
How Do CompaniesGet Found?
Every Company Needs a Profile
Add a Product or Service
Request a Recommendation
Tell People Your Company is There
• Images• Logos• Video embeds• Slideshows• LinksWebsite and ProfileTraffic Drivers
• Product-level recommendations• Connected employees• Consistent messagingImage enhancers
• Provide value with links back to your site• Add images, video• Like blogs, ask your friends for supportCompany StatusUpd...
Did You Know…
• Joining Groups – watch before you engage• Creating a group – Invite relevant contactsto join• Providing relevant content...
Page Insights
LinkedIn For Business Development
LinkedIn Mobile: Events/Networking
InMaps: Plot Your Network
• InMail• Know everyone who is looking at you – almost• See how people found you• Special search functions• Job Seeker, re...
• JobChangeNotifier.com• LinkedIn’s own notifications• Daily Job Change Alerts From SalesLoft• HereOnBiz app (TripIt app)C...
• GE• Pfizer• Cisco• And your sitesGo Visit the Big Kids
• @BobbieC @MassInno (andothers)• linkedin.com/in/bobbiecarlton• Mass.InnovationNights.com• InnovationBreakfast.com• Carlt...
Course TitleCourse TitleINSTRUCTOR NAME
LinkedIn for B2B Marketing
LinkedIn for B2B Marketing
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LinkedIn for B2B Marketing

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Learn fundamentals of digital marketing geared towards business to business companies. This deck covers ways to leverage the number one professional networking website, LinkedIn. Topics include an overview of LinkedIn, how employees in your company can leverage it, ways to increase your company's presence, and how to enhance your personal profile. Slides taken from a class taught by Bobbie Carlton of Mass Innovation Nights.

Published in: Business, Technology
  • Hi guys, great slides! thanks for sharing. I'd like add some other great tools: 1- Outreach.iu (Paid) - Send follow-up emails; 2- ReplyUp.com (Freemium) - Send follow-ups emails; 3- WhoIsVisiting.com (Paid) - Identify unknown B2B website visitors; 4- Found.ly - Sales prospecting tool on LinkedIn; 5- Attach.io (Paid) - Viewer engagement analytics for presentations; Thanks
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LinkedIn for B2B Marketing

  1. 1. presentsLinkedIn forB2B MarketersBOBBIE CARLTON@BobbieC
  2. 2. • Introductions• What do we want to cover?Questions?• Assess your company’s LinkedIn UseLinkedIn for B2BMarketing
  3. 3. LinkedIn Confessions
  4. 4. Agenda• LinkedIn Intro• Your People• Your Company• LinkedIn Opportunities• Note: we’ll visit LinkedIn during class, feelfree to open your profile & follow along
  5. 5. • Launched in May 2003, IPO 2011• 175 million users• A list of people with whom you havesome level of professionalrelationship• ~1% premium subscription ratioLinkedIn
  6. 6. • LinkedIn is a business meeting• Twitter is a cocktail party• Facebook is an invitation into someoneshomeLinkedIn and OtherSocial Media
  7. 7. LinkedIn Numbers Add up Fast
  8. 8. People• Individual profiles contribute to yourcompany’s brand
  9. 9. B2B LinkedIn: Start w/ People
  10. 10. • Sign-up is easy• Be a good example• Add a picture• Connect to company• Does it look like aresume?• Contact me for?You and YourPeople: Good Profiles!  Personalize your URL!  Customize your links!  Profile completion %!  Clubs, awards, schools!  Show your expertise!  Show your history!  Are you active?
  11. 11. Getting Found: Advanced Search
  12. 12. • Good profiles help• Use the suggestions• Don’t be greedy• Personalize the invite• Tag and group• What are LIONs?• Be the Best Connected, not the Most Connected.ExpandingYour (Company’s) Network
  13. 13. Tagging New Connections
  14. 14. Tagging & Sending Group Mail
  15. 15. StayingActive (and Visible)
  16. 16. Groups
  17. 17. • Materials• Consistentmessaging• Small doses training• One-on-one trainingand support• Leverage thenetworkPeople: ManagingYour Team
  18. 18. People: Opportunities
  19. 19. People: LinkedInOutlook Toolbar
  20. 20. Make Your Profile 1%Better
  21. 21. • Make your people stronger/makeyour company stronger• LinkedIn, it’s not Facebook.• LinkedIn, it’s not a resumeSection Review
  22. 22. • Showing your company in the best lightCompany Profiles
  23. 23. 1. On LinkedIn: content, credibility and value2. LinkedIn content that sends relevant peopleto your websiteTwo Kinds of LinkedIn Value
  24. 24. How Do CompaniesGet Found?
  25. 25. Every Company Needs a Profile
  26. 26. Add a Product or Service
  27. 27. Request a Recommendation
  28. 28. Tell People Your Company is There
  29. 29. • Images• Logos• Video embeds• Slideshows• LinksWebsite and ProfileTraffic Drivers
  30. 30. • Product-level recommendations• Connected employees• Consistent messagingImage enhancers
  31. 31. • Provide value with links back to your site• Add images, video• Like blogs, ask your friends for supportCompany StatusUpdates
  32. 32. Did You Know…
  33. 33. • Joining Groups – watch before you engage• Creating a group – Invite relevant contactsto join• Providing relevant content and inputGroup Activity
  34. 34. Page Insights
  35. 35. LinkedIn For Business Development
  36. 36. LinkedIn Mobile: Events/Networking
  37. 37. InMaps: Plot Your Network
  38. 38. • InMail• Know everyone who is looking at you – almost• See how people found you• Special search functions• Job Seeker, recruiter, or sales versions• Pricing tip – look at the team pricingTo Premium or Not
  39. 39. • JobChangeNotifier.com• LinkedIn’s own notifications• Daily Job Change Alerts From SalesLoft• HereOnBiz app (TripIt app)ChangeMeans Opportunity
  40. 40. • GE• Pfizer• Cisco• And your sitesGo Visit the Big Kids
  41. 41. • @BobbieC @MassInno (andothers)• linkedin.com/in/bobbiecarlton• Mass.InnovationNights.com• InnovationBreakfast.com• CarltonPRMarketing.comNetwork with me…
  42. 42. Course TitleCourse TitleINSTRUCTOR NAME

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