#dfb2b 2015 - bastian verhulst, linkedin en b2b: de perfecte match
TRANSCRIPT
LinkedIn Marketing Solutions B2B Marketing in a changing world
LinkedIn Amsterdam Team introduction
The goal to inspire and help tech & telco companies to get the most out of LinkedIn and become an international best practice
3
For the next 45 minutes
Current state of B2B
Digitalization
Introducing LinkedIn
How to leverage the power
of LinkedIn?
4
Current state of B2B
Digitalization
LinkedIn introduction
How to leverage the
marketing power of LinkedIn?
5
Your clients are changing… fast!
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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?
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Where are you?
Stop being a penguin: https://www.linkedin.com/pulse/stop-being-penguin-today-bastian-verhulst?trk=prof-post
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Current state of B2B
Digitalization
LinkedIn introduction
How to leverage the
marketing power of LinkedIn?
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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+
Belgium 18M+
UK
1M+
U.A.E
6M+
DACH
The world’s largest global professional network
5M+
Nordics
5M+
NL
57% growth in page views y/y
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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
Content is our core Definite professional publishing platform
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8X More 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
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Current state of B2B
Digitalization
LinkedIn introduction
How to leverage the power of
LinkedIn?
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First ... 5 ... Simple … Questions
The B2B power of LinkedIn How are you doing?
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
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How to (1) reach the right B2B audiences
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Targeting
Take charge of your audience
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 C90
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
Influencers
Followed
Barack Obama,
Hiroshi Mikitani
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
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How to (2) INspire the right B2B audiences
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
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
Ziggo reaches content hungry audiences Native content marketing –bring dedicated content to key audiences
LinkedIn Sponsored Updates
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How to (3) Convert the right B2B audiences
LinkedIn Lead Accelerator Drive more high quality B2B leads, faster!
Drive more conversions
Engage LinkedIn audiences
(your prospects) on and off
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
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
Thank you.
Bastian Verhulst Account Director
LinkedIn Marketing Solution
06 5273 8145 | 020 561 0032 | [email protected]