How LinkedIn Is Humanizing The B2B Brand Marketing Strategy – Rebrandly

this is the second meetup or online marketing Dublin so we're really happy to see so much interest so many people here we started this meetup this year and the goal was really simple we think that there is a huge marketing community here in Dublin and we want to create a really big platform so that everybody can network get to know one another share stories share problems brands a little bit and so that's really the focus of the group we're going to be doing them a bit more consistent but tonight we're really looking forward to hearing from keep running from LinkedIn Heath leads the brand team on a global scale for two of maintenance business units so thanks so much Keith applause so I want to start off with a quick story which takes place in Stockholm two years ago so it's so 8012 in 2016 and are in Stockholm in to spend you know actually didn't look too dissimilar to the venue that were in l200 sales marketing leaders packed in and backstage I'm kind of doing these power poses and I'm kind of clapping my hands get we had if you'd have a look because I'm about to give my first presentation for a LinkedIn and but it wasn't planned so I was actually supposed to run the event and the night before the speaker got sick and canceled on us and because I had kind of been to one too you know taken true is the contents and stuff like that I was the only one who knew it so I had to go on Sage and deliver the presentation so obviously wasn't optimal kind of circumstances book I'd say it went relatively well until about five minutes before the end kind of hard went up in the front row and a lady had a question so I asked her name and she said my name is Journal and I just kind of said oh that's an unusual name you don't hear that every day to achieve her fly it completely deadpan actually I do the whole crowd just kind of burst their laugh and is watching my clock kind of takedown and I never got to finish my presentation so hopefully tonight I'll get to finish my presentation um that's me on stage two years ago in Stockholm similar enough room I would say and so I guess a little bit more about me just to give you a sense of who I am but also a couple of hidden kind of LinkedIn lessons in here as well the photo here on your left hand side is me at a TV show called aidid of ten cats does anybody know a TV show so it's one of my favorite TV shows but I was in London a couple of years ago and I knew just down the road from where I was saying that they were about to film this show so it's gonna be filmed in the BBC Studios on a touristy night and I was like god I'd love to go to that so as I wonder can I use LinkedIn here so I went I found out who the production company were went on to LinkedIn put in the company name and I didn't have any connections that worked there but I did have a second-degree connection in other words I knew somebody who did produce her also knew so it just reached out to that guy would it would kind of said you know do you happen to know this guy well do you think you know any chance you could hook us up with a thicker there long story short two night cider I'm sitting in the audience for one of my favorite TV shows second photo is a lady called Lyndsey browning who happens to be my second cousin the only problem is I didn't know she existed until I started in LinkedIn so I started like I said three years ago and I started connecting with all these people and that you know work in LinkedIn as well and all of a sudden this name kept surfacing up was like oh you should connect with Lyndsey and I was like you know I noticed the surname so it's kind of saying you know what's what's this all about so I connected with her and their message I was like you know I see you have the same surname is me by the way she works in New York in LinkedIn so so we started messaging back and forth and yeah long story short it turns out that were second cousins when when when I tell that joke not in Ireland I swear to god people are rolling around the floor that kind of goin oh yeah yeah so all Irish people are related basically the third photo then Disney actually speaking at a conference a couple of years ago but how I got the gig was I had written a blog post on LinkedIn so you might know that a couple years ago we introduced this blogging platform or publishing platform where you can publish your own content so I had written something on topic of social selling the organizer of a conference kind of saw it and reached out and kind of I I got the gig speaking and then the final photograph I have a younger brother called Karl that's him there he left school recently or our left college I should say and he did you know what most people do when they leave college he's you know he rolled up a CV he started sending it out to all these different kind of employers and you know wasn't really hearing anything back so I said okay I should sit down with him let's get you a LinkedIn profile kind of thing and we got him a profile and not only actually did did did out kind of work out well it recruiter reached out to him a few days after he he put his profile life and and he got the job so that's a little bit more about me and also for hidden lessons or not so hidden lessons and in terms of some of the ways that you can use LinkedIn so tonight I'm going to talk about our brand strategy globally so I lead the global brand team from Dublin which is quite unusual most of the team are based in San Francisco but not only is kind of the team relatively new but the whole idea of doing brand marketing at the b2b level is really new in LinkedIn as well so that's what I'm going to kind of talk to you tonight it's the last 18 months the journey we've been on I've kind of split it into three sections given the time that I have I thought about how best to do or whether to just show you a lot of campaigns that we've done or to just talk about the strategy or you know what way to kind of divvy it up so I've basically the first section I'm going to talk about the context or some of the reasons that we decided to kind of start on this journey and talk to you a little bit about our strategy a second part I'm gonna talk to a campaign so a campaign that started a year ago and it's still live today and then I'll show you a second campaign I won't go into as much detail but just to give you a sense of how we come out kind of campaigns from from different angles and so that's basically what we're gonna talk to you over the next half an hour I'll give you a quick introduction to LinkedIn I'm sure most of you know it many people here have a profile by the way ok so my job is like you don't I can leave her so yeah you probably know most of this information but what's the difference between LinkedIn and companies like Facebook or Twitter professional absolutely so we run the world's largest professional network and the key word there being professional so that's talks to your mindset more than anything else here at a professional mindset when you're on LinkedIn you're you know you're looking at updates from bronze-y or maybe connecting what your network you're getting updates from influencers all the kind of things what you would be doing on Facebook which is more you know you're looking at your friends photographs or updates or whatever it is we four hundred or five hundred and seventy five million members across the world and you see here how that breaks down amazed me now in the past couple years amia so Europe Middle East and Africa has overtaken North America there as you can see so media is on about 180 million and neighbor I think was a better 145 if you zoom in further into Ireland we've done a million active members so active being you know they've been on LinkedIn in the last month at least in terms of the value proposition again I'm sure you can't have a sense of what that is but it's really though first of all building a professional brand and so you already have a have a professional brand whether you like it or not so you know are you going to manage it or not is the question it's about you know building and growing out your network and it's about finding a job and if you already have a job though finding your dream job so that's kind of the value proposition for a LinkedIn as a free member probably the question I get asked more often than not when I tell people I work in LinkedIn is how do you make your money so you know is it all those premium emails that I get every day and no is the answer for the most part how we make our money is true for business lines and so we've got LinkedIn sale solutions LinkedIn marketing solutions LinkedIn talent solutions and LinkedIn learning solutions so for business units within LinkedIn and they help you to do those four things so the higher market sell and learn my role specifically is I'm head of brand for two of those business lines which is the marketing that the market under sale so LinkedIn marketing solutions on LinkedIn sale solutions and tonight I'm gonna focus in on LinkedIn sales solutions so we're going to talk about that business unit I'm going to show you the strategy and some of our campaigns from from that specific unit the product by the way is called sales navigator and Mitro of that word as we move on so that's a little bit about kind of LinkedIn generally in a little bit about me to get in front of the main parts of the presentation I guess now from a brand strategy perspective when you think about brand architecture so if you're a company and you own multiple brands one of the key decisions that you have to make are how are we going to organize those brands so there are three main approaches to doing that I guess you could call them on the right-hand side is what's known as a house of brand strategy so that's Procter & Gamble or Unilever would be good examples of those were they've already they've dozens of these different brands most people don't even know they're the same company so it's all these different brands and different categories all the same company but nothing really closely associated with that master brand of Unilever the to the extreme for that on the other side is a branded health strategy that's um somebody like GE or virgin or FedEx where they they operate all these different brands but it's a very close association you know it's it's version TV or it's Virgin Airlines it's really close association with that massive round and then you've got some company said operates somewhere in the middle apple you might argue is one of those Microsoft certainly is where you've kind of looks like they're doing this strategy so it looks like they're a branded house where they're kind of saying Microsoft Word Microsoft PowerPoint Microsoft Excel but also they are being on their own Xbox and the owner a companies that aren't so closely associated with the master brand so LinkedIn one of the kind of decisions I guess we have to make about a year and a half ago was well where do we fall into dust we want to go off and create these completely separate kind of brand identities or do we want a really closely associate herself with the master brand or is a somewhere in the middle and and the answer is as you can see we're a branded house so we really benefit closely from Association but LinkedIn so everything we do have to look and feel like LinkedIn even though we're kind of separate business units are such if you look at the audience that we have so as LinkedIn sale solutions we've worn primary target audience a lot sales professionals the product that we sell is for sales professionals like I said it's caught its Collington sales navigator so from a brand perspective how do we position that well what's our brand positioning when it comes to sales navigator traditionally salespeople had two tabs open under on their desktop every day so they'd come in every day they might have the phone on the desk the eternal computer they'd have to email so it has Outlook or Gmail or whatever you're using and they'd have a CRM system whether that's Salesforce or Microsoft Dynamics or whatever it is then a few years ago LinkedIn became kind of datura top and that's where we position and the sales navigator so you've got your system of communication and email you've got your system of record now you've also got a system of engagement so that's how we position LinkedIn sales navigator so yes you need to communicate with your your prospects yes you need to record everything that you're doing but how do you actually engage them so how do you know who to engage with how do you know the best way into that that particular company how do you know the right time to reach out it's all of those real-time insights that LinkedIn sales never get at us no I don't need to get into the product right but just to give you a sense of what we're trying to do and and the some of the campaign's that you're gonna see you kind of later on so that's it from a brand strategy and a brand positioning perspective one more tool that we use I guess in LinkedIn when it comes to brand is what's called a brand key I think that was developed by a Unilever originally but essentially when you you answer all of these questions of your brand so who are we why are we here what do we offer what's our big defining idea and who will be for every one of our campaigns every single brand campaign we ever do will answer at least one of those questions sometimes it'll answer multiple questions but if we're running a campaign we're activating on at least one of those and that's why I wanted to show you a second campaign tonight to campaign so you can see how we're activating on different parts of this brand key as we call it so you've got the Brian key which is kind of outlining okay here's the rationale for why you're doing certain campaigns but the context a year and a half ago was well what's the following we two big challenges to overcome we'd never done brand marketing before wouldn't b2b and it's still quite unusual and not a not a lot of companies do brand marketing at a b2b level they tend to start a little bit lower down in the funnel do kind of lead generation or demand generation campaigns the brand stuff is usually left to kind of b2c companies for the most part but what we realized is our own aided brand awareness wasn't where we wanted it to be who knows what I made it brand awareness is or whose company measures or native brand awareness copal that's that's usually a response that you get most companies measure awareness certainly many of the larger companies measure awareness and awareness is kind of as it sounds if you're talking about the soft drink industry you ask somebody have you heard of coca-cola yes I have have you heard of 700 PS I have have you heard of Fanta yes I have so they're aware all native brand awareness is about recall see it actually prompt anybody you say name the self drinks that come to your mind and whichever ones that I kind of top of mind that's what we're talking about when it comes to one I joined awareness so a lot of companies don't take that extra step they just thought they just kind of say okay our awareness levels are great that's what we were doing kind of year and a half goes well so we were looking at our awareness of number like group but 90 something percent this is amazing when you get to the ornated level that's when things start to fall and it's really important to address this issue because if you're not if your innate awareness is not good that means recall will be really low which means you won't be in the consideration set which means when they go to purchase you won't be there the second big challenge that we faced was when we did an audit I guess of all the campaigns that were going out there we know this was very minimal cohesion between anything that we were doing so we were telling different stories they were designed very differently the copy was quite cold it was very very functional messaging so in other words showing a photo of the product and kind of saying this is what you get out of the products are really really functional what we wanted to do was moved for more human level we wanted to humanize what we did and take the conversation from something which is very functional to a little bit more emotive in in short before I even show you what we did to create external examples of what I'm kind of talking about here when it talks when I talk about humanizing to brand this is it this is just a piece of copy change that I want to talk about if you look on the left hand side this was there a B&B a couple years ago find a place to stay and the search box so very much like any booking site that you would you know whatever it's booking calm or or any of those it's the same kind of thing book your hotel now very functional messaging you notice where they've gone to as they rebrand it now the message is welcome home and it's just that's it's the subtle difference in tone and the subtle difference in the copy being used that just takes you from a very functional place were a little bit more emotive the second part of that around the cohesion I think Spotify is a great example because I'm not talking about consistency necessarily consistency is more about being the same we be the same and Spotify here isn't the same they still have individual artistic artistic expression with David Bowie ins of adapt but you can see that it's all part of the same brand you can see the cohesion that's in there and that's how you build trust over time they say consistency is trust over time that's how you start to build trust and you start to become more human so that's kind of theory that's the context for for the campaigns I'm about to show you that's kind of where we were a year and a half ago we knew we had this challenge to overcome in terms of how we were seeing a little bit you know a little bit like a cold brand we were we were described in one of the focus groups as you're like an invisible blue man to me they're a little bit stuffy a little bit too professional little bit faceless so that's what we were trying to overcome as well as addressing the unaided awareness issue for the actual product which was sales navigator so the fairly first campaign the very very first b2b brand came we ever campaign we ever launched was get closer to the right people at launch this time last year in November of the campaign that I learned myself and the objective was to create an integrative of a global integrated campaign to increase ornated brand awareness interest and engagement among a target on as the sales freshness so that's the objective of the campaign this is kind of how we went about it before I even glanced at that the brine key did I mention before if you if you look at the brown key and you think about this campaign it's what we offer it's this question that we're answering with this campaign so we're not really addressing the why we're here we're not talking about our big defining idea we're very much getting into what do we offer so here's our product and we're going to talk about it so the idea that the the inside I guess that that drove the campaign when we looked at everything that sales navigator does and that's kind of six or seven pages of features and benefits when we look at it exactly what it is the insight that we came up with it was actually it's about getting closer to the right people whether it's you know whether you are trying to retail the prospects for the first time or whether you're trying to kind of maintain relationships with customers whatever it is that you're trying to do is about getting closer to the right people so we what we decided to do and again thinking back to humanizing the brand as well we said instead of just again shown some more images of our product we're going to get real people real LinkedIn members who are buyers so the type of people that our audience of sales professionals would be reaching out to so we brought them into a studio known and twelve different LinkedIn members and we kind of took some took some great photographs some great video and the idea is quite literally we're gonna get closer to you so the images that you see here there's one main focal point for the most part in it in each image so whether it's an eye or a hand there are knows whatever it is it's we literally kind of zoomed in on those so many interesting things what what what what what we do by the way before we move to the final kind of creative is we mock up something of what we kind of have in mind and then we take it to a we take it to a focus group so we do some market research so when we did that market research we got a lot of great stuff out of it generally speaking people found a striking and unique so when placed again so their b2b campaigns was like yes this would definitely sound out and kind of grab my attention compared to those and some things that we didn't even intend came out like a lot of sales professionals called out the fact that sales as a black of my business so they were like you know in sales are sorry you hate your quota or you don't so they like that the imagery goes black and white which again wasn't even something that we had kind of you know set out to do with such but once we once we have that initial credit from up top and we bring it to a focus group and we and we get there kind of we get the feedback from those we then refine the creative and then this is what the not better this is what the final kind of trade of looks like see you see like the the video on the right-hand side some of the social images here and the copy is so you've got a buyer this is a photograph of a buyer who our audience will be trying to reach so it's me Peter executive IT director your colleagues intro secured as a meeting so it's showing you one of the benefits of the product and then it's get closer to the right people LinkedIn sales navigator so that's what some of the kind of final creative look like on the media side of things we approach this campaign over eight 18 months we knew it's going to be an 18-month campaign at least to kick off word we decided we'd put it into five different phases or five different flights of kind of to three months each what it would it break in between the campaign for the most part was was was digital so when you're when you've got a really highly targeted group of people that you want to reach which we did with sales professionals digital obviously makes a lot of sense so we used our own platform so we use LinkedIn a lot we use some other social media channels like Facebook and we also went much further not and we kind of were buying leads from teens and some others but about 10 to 15% of the campaign and this is where it gets kind of quite unusual for b2b though 10 to 15% of the campaign was non digital elements so we had major podcast sponsorship of some of the some of the biggest kind of news programs there are news podcasts in the world we also did out of home so we did billboards but there was a media principle that was guiding us throughout any of this stuff which was that we wanted to pick our moments so we weren't going to do a big mass by of billboards everywhere in the world at the one time we wanted to look at individual kind of moments in culture when we would be a little bit more relevant to our audience so this being a perfect example this is live right now so if you go to San Francisco right now you'll see diesel but the idea is the idea that that that for this one in particular is Dreamforce is an event that happens every year in San Francisco so Salesforce hosts this annual event for sales professionals every September 180,000 sales professionals so 190 tells me of our target audience all descend into San Francisco for a week and a half so that's a moment that we would choose so between the airport where they're all kind of landing and the actual event center the Moscone Center we had dozens of placements between that area so that's how we're approaching we're taking something which is quite b2c generally speaking and bringing it into a b2b world we're just picking our moments really well another example of that was this is about two months back I'd say and the times in the UK they've got a 1.5 million readership they were doing a full pullout dedicated to sales professionals so that's something that will sponsor so we had about four toriel we had the back page of that fully sponsored and the front page there as well when you're doing something like out of home where you've only got five or six seconds to communicate your message that's where we just had get closer to the right people and and the logo and kind of know what our messaging when it comes to digital you have a little bit more time to communicate your message so that's when we started trying to communicate some of the benefits when it comes to digital so we were trying to optimize based on the channel as well which is which is kind of a really important what we decided to do as well really recently is we had started off this campaign as being a brand awareness campaign so very very very top of the funnel but then the question came or what happens after that so they visit the page they leave the page we retarget them but then what do we do so what we've done actually really recently is we've brought out a series of avi books so we developed the content series with the aim of bringing people further down the funnel so we've captured her attention but now how do we bring them more towards the mid and bottom of the funnel so sales navigated the value proposition of sales navigator is about getting closer to your prospects getting closer to your customers and getting closer to your own team and that's what we decided to do with the content series so we did with an e-book dedicated to each of those and the last one just came out about two weeks ago not forgetting about an audience add a lot of people forget about when it comes to her you know big campaigns this tenza tells us the people that work in LinkedIn who each have hundreds of hundreds of connections so we always make sure to include that audience our internal organs as part of any major campaign that we do so we've kind of we've got it down to an arc now I would say where we kind of have some of the core elements that we will always be in you know where we're trying to go okay if this newsletter going out as these screens that are available around the office does in San Francisco this time we've got the whole exterior of the building wrapped so we've got these kind of core elements that we make sure we we include on on every campaign launch and then we do individual things as well so you see here on the floor outside some of the lifts in the San Francisco office and what else we got some of the ebooks that we kind of we had to splayed that's the Dublin office on top and yeah and all the screens around the office some of our thing so the reach we were able to get just from our employees alone wasn't incredible yet again most people forget about this audience when they're when they're launching campaigns so going back to that brand he that's it that's it the global brand awareness campaign that we launched last November it's still live now and it'll still be live until July at least next year but it's very much focused on obviously the earlier piece as I mentioned as well around you know addressing the ornated front awareness and humanizing the brand but also it's it's it's it's taking this question as to what do we offer question what I'll briefly just show you now was a second campaign and that I also led launched maybe eight nine months ago but it addresses another part of this brand key so this campaign is called the real phases of sales totally different type of campaign to get closer to the right people in general in in in brower marketing you kind of have either a brand awareness campaign so people who don't know you're making them aware of you or a brand perception campaign so changing how they perceive you so their quantity the two basic approaches the first campaign I showed you wasn't awareness campaign this campaign is more the brand perception type and if you look if I bring up the brine key again it's these tree particularly to the wire we here so we have a vision within LinkedIn sale solutions to elevate the sales profession that's this kind of lofty vision that we created a few years ago the why we here part is is really important on its its one of the main drivers I guess of this campaign so the context I guess for this if you asked a lot of people what they what they think of sales professionals a lot of the time it's very unflattering what they say so it's you know they get the image of that kind of used car salesman it's kind of okay you know they're cheesy and the dishonest and and so forth which is not reflective of what we know it's not reflective of modern sales professionals so we wanted to address that in this campaign and specifically called it out the objective that we had was to elevate a sales profession by showing that sales has changed but their perceptions of sales people have yet to shift in line with reality and we kept we kept talking about this just in our internal meetings we kept talking about we want to change the face of sales we kept using this word face or faces and that kind of was a reoccurring theme that we went back to because we kind of said actually when you think about it if you go to Google or you go to any of these image libraries that a lot of like sales and marketing professionals use a new google salesperson it's these images that come up oh we got them theory yes I do these are the type of images that you see so we taught that with a really kind of cool starting point this is it you know a jump-off find almost creatively we kind of said well imagine if we could change that imagine now in a few years time if you google sales person or you went to an image library and you put in sales professional and it wasn't discs that came back but it was more something like this it was actual it was the reality of what modern sales professionals are and what they look like so that's the idea behind the campaign we went and we found real sales professionals and we we followed him around for for a day they knew we were following them around we asked first but yeah we followed them as they went around as they went about their daily lives so as they he kind of works from home or I say you know went to a cafe to have meetings or as they went back to the office whatever it was that they were doing on a normal day we followed them because we wanted to show what the reality was as opposed to the perception out there so the main part of the campaign was was kind of twofold one was a master video which kind of showed these stories and the second was we would actually photograph them also and again they knew about this we would photograph them also whilst they were going about their daily lives and we would create this stock library so all of a sudden we had hundreds of images of real sales professionals really young about the daily job which we then uploaded to all of the major stock libraries so the idea is right now if you go to a lot of the stock libraries on you Google sales professional it's our images that are coming up and hopefully as we continue this campaign because we're only just getting started with it eventually that will hit Google as well on the other major search engines so we will quite literally change the face of sales I'm going to show you the video that we produce now as well so we went to San Francisco and like I said we followed around some sales professionals this is the the master video which will give you a sense of the campaign I think cheesy intrusive pushy dishonest they're all slick is some guy in a suit all buttoned up somebody who's selling you something you don't need I'm hoping it's changing I'd say over the course of the last five years number of people in this profession are trying to elevate it because salespeople are professionals I think this kind of project can change the perception of sales it can really show that the best salespeople aren't people who are trying to put something down your throat should I be looking at the camera or should we go out of our way to make sure that we create these bonds with our customers just creating real relationships you can't make a sale without your team we're the front lines we're setting up the meetings but we rely on our team our Account Executives to go ahead and you know convert those meetings into sales everyone sells if you're a doctor if you're a lawyer every day you're selling what it is that you do and it's about relationships and it's about human connection I think sales at the end of the day is about solving problems it's about being compassionate it's about listening in and you know empathizing to sort of change the face of sales maybe stop looking for the same thing and so I think we all just need to have a little bit of a different lens when we look at salespeople that's what we did we put that video out like I said maybe eight or nine months ago resit we're developing a Phase two right now which hopefully will go live around January next year we got some incredible results really picked we actually didn't put a massive amount of media spam behind it um but we've got amazing results so within the first few weeks was already 150 tales and views under video and the image views and downloads were bluest away as well because we didn't actually promote those at all you have to actually go to a stuff library and find them it wasn't something that we put on a media stand behind whatsoever um but the date they've been already downloaded fifty thousand times and what's amazing about this campaign for me is every week I'd say another week has gone by in the last nine months that somebody doesn't spot the images somewhere and send them on to me so they achieved their objective in terms of all of a sudden they were being used in in second b2b sales campaigns so whatever was the home page of Fast Company or whether it's smaller companies and articles that you've kind of you know companies that you might not have heard of but you know produce a lot of sales content our images were kind of showing up everywhere the latest one the latest one I got was actually a few weeks ago the Irish independent no not the not that's right not the reason that we produce the images six signs are in the wrong job but obviously that was the deployment campaign was not to control the images it was actually just to get them into the wild so people can use some kind of hell they want and nobody actually even knows unless you've seen the video and you've seen the context nobody even knows that it's Lindsey and have produced these images but yeah that was the latest one that was sent to me September 25th from from the Eurasian dependence so these are popping up everywhere all over the world here on the homepage of box comm Airbnb everywhere so that's kind of the that's the second campaign that I plan to show you tonight so hopefully you can kind of see the difference between when you're doing awareness campaign and when you're doing a perception campaign and also when you're trying to answer different questions so when your answer to what do we offer question versus to why the wire we hear question and probably when it comes to the Paine's the question I get asked most internally I would say is how do you measure that because especially in LinkedIn all of the marketing that we've done as I mentioned until recently was was more lead generation type campaign so you know you're putting this many dollars in you're bringing this many leads in and of those this many are converting into indie clothes bookings that's not what the brand campaigns are about so it took a little bit of hand-holding of such and you know stakeholder management's to get over that but we did develop a system I would say which works well for us and again this is relatively all brand new within LinkedIn but this is how we measure brand campaigns essentially three elements to it number one we have an annual brand tracker so every year we go out and we we literally perform this study so we kind of say what's the awareness level what are the awareness levels at what are united awareness levels out right down the funnel and it answers all of these questions around how they you know how many people are aware of us and how they perceive is etc so that's not tied to any campaign that's just a date in the calendar every year we go out and we see this and over the course of time you hopefully will see the needle move in terms of unaided awareness that's the idea the second moment that we do is actually directly tied to each campaign so we perform an ad effectiveness study so we work with a third party company called interpret and essentially what they do is difficult a control group that then that they absolutely no have not seen in the campaign they've got a group that they type that they know have seen the campaign and then you look at the differences between those two so even if you're not moving the needle on a global scale at least you know those that have been exposed to the ads have you know they've had an impact on that audience and then detergents the one that you'll be most familiar with which is your kind of standard campaign map metrics so you know views engagement click-through rates all that kind of thing so these combination of of measurement techniques I guess that enables us to to evaluate how successful particular brand campaigns have been so that's pretty much it from me I think I'm gonna be staying around for you know after presentation so if you want to come up to me and have each other or asked any questions or indeed now we're gonna open for Arcadia yep if anyone has any more questions feel free I thanks a great presentation thank you very much hopefully this is not off-topic too much applause and the inside piece seems to be really important to to LinkedIn strategy the OHP three insights insights and collecting insight and signals and and it sells navigator concept it context LinkedIn will be the primary data source for those for those insights and as things we're evolving in the marketplace in the ecosystem there are a lot of other data sources out there and even with the the consumer type data sources Facebook and Twitter they're they're becoming more relevant in a b2b context I'm just learning how we have faced how LinkedIn is dealing with that and is there a strategy around there for you guys there's not actually a specific strategy to deal with those kind of competitors like like Facebook moving into the b2b space they've kind of been talking about it for for a long time but we haven't really seen it impact our strategy at all and we would monitor our competitors quite closely sort of the bran tracker that I talked about a few minutes ago we're quite aware of what our competitors are doing and what kind of slice of the marketplace they have I guess for them from an LMS from a LinkedIn marketing solutions perspective Facebook are much more on our radar so when it comes to marketing professionals putting budget towards marketing spend Facebook are absolutely on the right Airport on the sale solution side and they're not really there at all do you see b2b brands going for kind of b2c marketing approach more often and also how did you actually get buy-in for it as all yeah great question and I think you're starting to see it more and more now where I think b2b b2b marketing has never been in a better place and the creativity I was at a an awards in marketing awards ceremony couple weeks ago in London and some of the b2b work that's coming out now smells creative I've ever seen um but I think it actually just speaks to a wider trend within marketing where things kind of come full circle all the time so it's like the whole you know email comes out and all of a sudden all of a sudden direct mail goes away you know people are finding email is much more effective and then everybody is sending emails so then email open rates plummet and now you're starting to see direct mail against the assigned to BC b2b companies use direct mail he's starting to see them sponsor podcasts so doing all this kind of offline stuff that they never traditionally would have done and having said all of that it absolutely was very difficult to get buy-in because the word waste kept coming up when it came to the offline elements so it was like okay great you're able to target your sales professionals but what about all those are the people that are seeing your ad that aren't your target market so that's where we that's where we were really kind of we really refined our media approach I guess and try to communicate that we had with a few principles that we had here – I mentioned one of them earlier of picking our moments we're very very strict around that that you know if we're doing a print media buyer for doing a DM rule and if we're doing a narrative homeboy whatever it is that were very very targeted even still as much as you can be and I'm what what's that what that's leading to no as well as because we're one of the few b2b companies that are doing that type of marketing we're being known as even more so than we would have been otherwise so you're getting people will take photographs of on social media and they'll share and undo those kind of things as more or more b2b companies start to do this stuff maybe that won't happen for us the other line so we're I think we're one of the first got me to really kind of push you to that level but yeah I think it I think it speaks to a wider a trend of all things coming back now that that's happening a lot and but generally b2b is getting much more creative as well I would say I'm SEOs navigator user as well okay I would use marketing solutions products as well my question is that sales navigator is very much separate separate entity is there any plans to integrate it in with with the standard products then as well that's a great question and yes absolutely there is and so there's a there's already a certain integration there but but it's we're talking about different ways to do it i it's it's a conversation i'm not directly involved in so I'm not sure where that is now but I do know the plan is to come up with a an integrated solution really really soon and it's it's it's one of those things that that's quite funny because sales and marketing people are our professionals see the world just kind of differently you know it's in terms of how we target people we use different language you know we we go by lists or whatever it is and self freshness like their crm is something that's a so it's not the same people being targeted all the time so that's why we see I guess see an opportunity there because we're kind of saying imagine if you as a marketing professional were targeting the exact same people the sales professionals were targeting literally the same people that's something that kind of doesn't exist at the moment certainly not at the level that we would be able to do it out so it's a huge opportunity for us and yet you'll see something coming really soon I am sorry if a cold so I do and I see a lot in in b2b sales that it's it's really not the the salesperson that you target okay so it's a group of people it's buying committee okay and they are not going to have sales in their title so depending on the sector it could be a lab technician who's the inner champion that goes up the ladder you know for the sale to happen it could be in tactical it could be sysadmin that is putting pressure on their CEO or CFO or whatever to buy something so how are you going to how are you going to adopt to that changing it's a great question that's high scheme I so many different ways to answer that because our audience are also sales sales professionals so we're also looking at that from it from a product perspective so one of the big selling points of set of sales navigator is that it gets you closer to those different people into buying committee so if you've got the sales director but also the IT guy and all sort of fire finance guy and also the procurement guy I would ever involve in that decision-making process sales navigator helps you get closer to those people so one of the ways that we're evolving to campaign as an example for the next days is we're showing a full buying committee so you might have noticed in the images that you saw up to now it was only one buyer that we showed the whole time in the next iteration of the campaign you're going to see five or six buyers in that so from from that side side of things and sales navigator really helps you get close in committee and we're gonna communicate that in our marketing campaigns from from the the other question that you had in terms of how we target dos and I would say what I would say we're getting better at it so when I say sale the sales professionals are our audience I mean there are a primary audience they're not they're not exclusive audience that we target but that's where we put the vast majority of our budget we're getting better at mapping out who else we need to target as well and what we find is even though there's a buying committee maybe involved the Sales Director of Sales Manager is usually to decision maker so we know we absolutely have to get those I suppose it depends on the company but and the they're our primary audience so we absolutely have to uh you know what if even if they're not the final decision-maker it's still them that are gonna be selling the concept more likely to to the other people in the room so we see we view them as our primary audience that we absolutely have to reach and then we're trying to refine our post so we get better at those secondary audiences as well all right thanks guys guys thanks so much for your time and attention I hope everybody got a chance to enter our raffle as they came in so whoever wins is gonna get a copy of building a brand story by Donald Miller and they're also gonna get a year's custom plan for rebrand Lee Ruth Buckley [Applause] I'll get you actually you don't have to come up unless you want to give a speech now and on the topic of speeches guys we have our next made-up set it's for January 17th so it's still a little bit of time away after all the Christmas and the craziness and we are going to hear from EDG on Sante he is the global community manager at Dropbox and he's got a really interesting topic about how to turn your customers into brand advocates so I hope you guys join us the next time [Applause]

2 thoughts on “How LinkedIn Is Humanizing The B2B Brand Marketing Strategy – Rebrandly

  1. If you want to generate B2B leads for your task/business looking for a targeted person email then
    Get your leads here>>>>

Leave a Reply

Your email address will not be published. Required fields are marked *