ValueExchange - helping you master your B2B social media strategy

Helping you master your B2B
social media strategy
www.valueexchange.co.uk

0333 323 8275 | www.valueexchange.co.uk
What we do
Public
courses
Market
research
Consultancy Coaching
Prospect list
building
Contact
development/
key messaging
programmes
LinkedIn
group set up/
support
Profile Writing
In-house
training

Luan Wise, Chartered Marketer
One of the top 5 most engaged
female marketerson LinkedIn
One of the top 50 most creative
freelancers in the UK
(listed by The Drum magazine)
In the 2015 class of ‘42 under 42’
for the South West
(an Insider Magazine showcase of the region’s
brightest business talent).

Nigel Cliffe
One of the UK’s first to be
‘Squared’. Endorsed by Google, the
‘Squared’ digital marketing course is
about learning through experience,
through making mistakes, and trying
out ideas – not by being told.
A business start-up specialist and
online community builder.
Someone who truly ‘connects
the dots’ between people
and solutions.

Solution:
• To set up and manage an event specific
LinkedIn group
• To use existing data to build LinkedIn group
membership
• To identify additional individuals to invite to
the LinkedIn group
• To establish a content strategy for LinkedIn
group discussions
• To engage the LinkedIn group in discussion
pre and post event
• To co-ordinate the use of LinkedIn with
Twitter, blogs and email marketing activity
Result:
• An active LinkedIn group
of 600+ members at the
time of the event (now
1000+ members)
• 700 delegates attended
the inaugural national
forum
CASE STUDY
Sector: Pharmaceutical
Task: To support the inaugural national forum for NHS practitioners and
industry sponsors

Solution:
• To carry out advanced search counts to
identify the number of companies within
specific industries, across North America,
EMEA and APAC countries; companies who
would be suitable prospects for the SaaS
product
• To cross-reference results from LinkedIn
against commercial data sources to
determine market size
Result:
• A methodical approach
to determining market
size and opportunity,
using LinkedIn data
CASE STUDY
Sector: IT (academia)
Task: To use LinkedIn as a research tool to identify the go-to market
opportunity for a new Software as a Service (SaaS) product

Solution:
• To identify new prospects, by conducting
people searches (advanced criteria)
• To prepare a messaging plan to reach out to
new prospects
• To identify LinkedIn groups relevant to
industry sector and target audience criteria
Result:
• A focused content plan
for participating in
relevant LinkedIn groups
pre-and post event
• A new list of prospects,
not previously aware
of the client’s service
offering
CASE STUDY
Sector: Meetings, Incentives, Conventions and Exhibitions (MICE)
Task: To support delegate registrations for a venue showcase event

Solution:
• To use advanced search criteria to identify the
number of prospects that could be reached
via LinkedIn (country-by-country breakdown)
• To research use of LinkedIn by existing
customers and a selected prospect list
• To identify relevant LinkedIn groups for
listening and future participation
• To review competitor pages, their followers
and content strategies
• To outline content strategy for LinkedIn
company page
Result:
• A clearer understanding
of competitor activity on
social media platforms
• An understanding of
customer and prospect
activity on LinkedIn –
how best to find and
engage with them
CASE STUDY
Sector: Food Manufacturing Equipment (Global)
Task: To advise on the opportunity to use LinkedIn as a business
development tool

Solution:
• To identify which social media tools the target
audience are using (and how)
• To provide an appropriate content strategy
(curation and creation) for company page
updates; including set up of keyword monitoring
• To provide a clear structure for employee
involvement (full-time and sub-contractors)
– including profile optimisation and content
sharing best practice
• To advise on and prepare ‘how to’ for a company
wide new connections strategy
• To advise on Key Performance Indicators for
measuring activity (ROI)
Result:
“Many thanks for your final
paper. We have found the
exercise, research and
content of your reports
of real value and intend
to devise a programme of
implementation over the
coming months. We will be
in touch should we require
further support with this
project.”
CASE STUDY
Sector: Consulting services (IT)
Task: To define a social media strategy for building awareness and
generating leads

Solution:
• To carry out advanced searches to identify size
of opportunity within geographical areas of the
UK
• To identify LinkedIn groups relevant to the
target audience profile
• To refine a list of LinkedIn groups to a shortlist
of 4-5 for focused efforts
• To review short list of LinkedIn groups for
conversations relevant to the ‘pain points’ the
bespoke research software can solve.
• 1-2-1 support to optimise LinkedIn profiles
• Set up of keyword monitoring to curate relevant
content for sharing in status updates
Result:
• A prospect list built
from those involved in
relevant LinkedIn group
discussions
• Confidence to be more
active (more regularly) on
LinkedIn
CASE STUDY
Sector: Human Resources (bespoke research software)
Task: To highlight how use of LinkedIn can be used to identify new
business opportunities

“Nigel and Luan delivered
an excellent day’s training in
their LinkedIn Bootcamp at a
highly competitive price. The
content was both insightful
and pertinent to those seeking
practical strategies for
engaging in business to business
networking and marketing via
LinkedIn.”
“LinkedIn Bootcamp by ValueExchange is a great
way to find out what you do and don’t know
about LinkedIn in a friendly and enjoyable way.
You can ask all the questions that have been
puzzling you without embarrassment. Others will
do the same!
Whilst the morning session explains the
importance and growth of LinkedIn, and how to
create our best complete profile, the afternoon
session teaches you the nuts and bolts of how
to perform really targeted searches for new
customers, the different levels of links and the
correct way to link in with people.
I particularly enjoyed learning about how to post
news and items of interest to my target audience
so as to instigate fruitful discussions, which will
lead to new client relationships.
I wish I had attended a year ago!”

“The LinkedIn bootcamp was
just brilliant - I gained so much
from the day and am now
processing all of this with the
help of ValueExchange into a
strategy that is going to really
make our business stand out.”
“I thought I knew a lot about
LinkedIn. However, Luan’s
knowledge on the practical
uses of LinkedIn and social
media in general, have taught
me lots and allowed me to use
social media platforms in an
even better way. I thoroughly
recommend that you connect
with ValueExchange.”

“The information was delivered
clearly and the level of detail was
just right. I am looking forward
to updating my profile and
engaging far more with the site.
I now wish I had booked the
Masterclass as well!”
“Nigel presented to Lancaster
MBA students on the whys and
wherefores of LinkedIn. The spread
of knowledge in the group was
extreme, ranging from accustomed
users to complete novices
working in a second language.
In the run up to the event he was
concerned to make sure that he
understood the audience and how
they might use LinkedIn to their
particular advantage making
sure of relevance, usefulness and
immediate impact. The session had
something for everyone — Nigel
made it interesting and engaging.”

“Thanks to you [Nigel] and Luan for
such a valuable and professionally
crafted session.”
“Luan’s presentation was ‘just
right’ and she’d brought together
an interesting and diverse group
of participants with whom it was
nice to share experiences and
learn together. I really enjoyed the
seminar, getting valuable insights
into how to improve my LinkedIn
profile as well as great suggestions
on how to better participate in
LinkedIn.”

“Nigel and Luan share all
their secrets about how to be
successful on LinkedIn. No stone
goes unturned and you can ask
any question you like! Highly
recommended for folk looking to
improve their LinkedIn profile.”
“Firstly I want to say how much
I enjoyed the webinar. I found it
really helpful and was so inspired
I started overhauling my personal
LinkedIn profile yesterday on my
day off - inspiring our team of 12
advisers at our company to update
their profiles is next on my list!”
“Again, thanks for your
presentation – I found it extremely
useful and insightful. It helped me
realise there is a mountain to climb
– but at least I can now see a path.”

“Many thanks for yesterday’s
course - gave me a far better insight
into Linked in, how I can use it to
find potential connections, and also
gave me a far better idea of what
I need to do to improve my profile
and discoverability.”
“I thought the LinkedIn bootcamp
would move me from zero to hero.
It was better than that. Small
group, almost personal training
and excellent tuition. They turned it
from a CV holder with contacts to
a powerful and flexible marketing
tool. I was scratching the surface
of it’s potential until the Bootcamp
session.”

info@valueexchange.co.uk
0333 323 8275
valueexchange.co.uk
0333 323 8275
www.valueexchange.co.uk

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