David is an IT manager at a small tech company who is involved in decisions around data center software. He uses LinkedIn to connect with experts, engage with relevant content, and research potential vendors during different stages of the buying process. Content on topics like cloud computing, databases, security, and scalability are of most interest to him. By finding useful information on LinkedIn, David creates shortlists of vendors for considerations based especially on their features, costs, and ease of doing business. Many software companies and others in related industries are actively targeting profiles like David's on LinkedIn.

1. #inTC15

2. Elisa Koch
Insights Lead, LinkedIn Marketing Solutions, AUNZ
Phot
o

3. 3
Meet David
• David is part of the decision making
process for Data Centre Software
• He is an Information Technology
Manager working in an SMB size High
Tech Company

4. 4
A bit about David…
• 17 years in industry covering information
technology, engineering and operations
Project Management
Skills
Business Analysis
Change Management B. Science or Commerce
Considering MBA
Edu

5. 5
David is using LinkedIn to
connect with experts and
engage with relevant content
Website page views
2X
Company Follows
3X
30% more
Content over jobs
7X
Mobile vs. DesktopConnected on LinkedIn
4X
Source: Eccolo Media, “2015 B2B Technology Content Survey Report: Volume 1,” Dec 16, 2014
What is David doing on
LinkedIn?
Influencer Follows
2X

6. 6
When is he seeking out content
and for what needs?
David consumes 2 to 4 distinct
pieces of content at each stage
of the buying cycle
7 7
16
7
16
7
Needs Specs Vendor
Selection
Implementing Managing Renewing
Hours spent researching at each stage – Last 3 Months

7. 7
What sort of content is he
looking for on LinkedIn?
He is actively seeking content to
become a better informed
decision maker
Cloud
Computing
DB2
XML
Information
Security
IT Service
Mgmt
Mobile
Computing
Scalability
Test Automation

8. 1
Subject Matter Expert-
Consultation
8
So what does this all mean?
Using the information he finds
on LinkedIn, David is creating his
shortlist
Top reason data centre software vendors make the short
list:
2 Features-Functionality
3 Cost-Price-Terms
4 Ease of Doing Business

9. 9
What else is he seeing on
LinkedIn?
David is a popular profile
Industries sponsoring content to profiles
like David’s in last 6 months
Growth in number of companies targeting
profiles like David’s in last 6 months alone
Computer Software
Information Technology & Services
Higher Education
100+
39%
Top 3

10. 10
So what are you doing to
reach David?
Know your audience
Take action
Engage with relevance

11. Thank you