This Week in Marketing: Make B2B Everything It Can Be
Last week, we talked about a creative renaissance for B2B marketing. If you’re still stuck with static and stuffy marketing content, this is your official invitation to join the revolution. In our recent survey of senior marketing leaders, 81% said B2B marketing is producing creative campaigns that rival our colleagues on the B2C side.
Our challenge is to bring that creative energy while keeping our roots in data-driven decision-making, smart audience segmentation, and measurable results. When it comes to creativity or data, it’s not one or the other — it’s using each to build upon the strengths of the other.
LinkedIn launched a new suite of tools and tactics to help you do just that. From consulting to branding to content creation and amplification, we want LinkedIn to be synonymous with the very best that B2B marketing can be. You bring your big ideas and smart solutions, and we’ve got the rest.
This week’s roundup highlights what’s new and what has changed for B2B on LinkedIn, as well as the philosophy of B2B marketing that’s driving these innovations.
What to Read
B2Brilliant – Are You Ready to Make B2B All It Can Be? : Get an overview of the latest innovations with this post from our Vice President of Marketing Jim Habig. At the heart of it, the goal is to create an integrated ensemble of tools that smart marketers can use to drive amazing results.
B2B Selling is Ripe for Redefinition : The B2B revolution isn’t just for marketers. In fact, sales and marketing alignment is an essential part of achieving next-level success. LinkedIn Sales’ Gail Moody-Byrd points the way forward.
Helping Customers Gain an “Edge” with Performance Branding : The B2B Institute, a LinkedIn think tank, launched a new consultancy: B2B Edge. Its focus is Performance Branding, a new evidence-based approach to branding that helps B2B companies optimize their strategies, transform how they go to market, and maximize their profits using proprietary research and our first-party data. Peter Weinberg explains how it works.
Upskill & Showcase Your LinkedIn Marketing Expertise : We’ve always said the most successful marketers never stop learning. To help you reach the next level, we’re offering a new certification in LinkedIn Content and Creative Design, available on the Marketing Labs hub. Lynn Bader presents the highlights.
Making It Easier for Developers to Build with LinkedIn: What better to complement our new tools than your own custom-built tools that use LinkedIn’s APIs? Ashvin Kannan explains how we’re streamlining DIY B2B in this post.
What to Watch
LinkedIn at Cannes
Next week, we’re beating the B2B drum at the 2022 Cannes Lions International Festival of Creativity, where many in the marketing community gather to drive progress through creativity. Mark your calendars for the following sessions, brought to you by Grammarly Business:
Monday, June 20:
Host: Ty Heath, Director, Market Engagement, The B2B Institute at LinkedIn
Recommended by LinkedIn
Guests:
- Emily Graham, Chief Equity & Impact Officer, Omnicom
- Gena Pemberton, Chief Diversity, Equity & Inclusion Officer, Omnicom Health Group
- Jason Rosario, Chief Diversity, Equity & Inclusion Officer, BBDO Worldwide
- Justin Thomas Copeland, President & CEO, DDB North America
Tuesday, June 21:
Host: Chris Ariens, VP, Executive Editor, Adweek
Guests:
- John Coyne, VP, GM, Brand, Creative & Media, Intel
- Liz Matthews, SVP of Global Brand, Creative & Experiential Marketing, Dell Technologies
- Taj Reid, Global Chief Experience Officer, Edelman
Wednesday, June 22:
Host: Jon Lombardo, Head of Research, The B2B Institute at LinkedIn
Guests:
- Vanessa Cheal, Head of Brand, Transmission
- Luis Casado, VP Head of Marketing Central Europe, HP
Host: Cameron Clarke, Editor, The Drum
Guests:
- Tom Roach, VP Brand Strategy, Jellyfish
- Pip Hulbert, CEO, Wunderman Thompson UK
- Liz Rutgersson, Chief Media Officer, CXM Americas, Merkle
- Shannon Everley, Head of Acquisition, Grammarly
What to Know
The B2B express doesn’t stop: Here are four new ways you can boost your marketing prowess on LinkedIn.
- New ways to create engagement with your brand’s Page: Create newsletters, go live, respond to comments as your Page, and more with the latest updates.
- Boost your LinkedIn Event to drive registrations: Making an Event Ad is now as easy as boosting any other post from your Page. Boost your Event, track results, and optimize.
- Build and engage your audience with Carousel Ads on LAN: Syndicate your Carousel Ads through the LinkedIn Audience Network, which helps you reach targeted LinkedIn professional audiences across our trusted network of third-party publishers.
- Create a more effective bidding strategy: Find out which bidding style best suits your campaign goals and resources.
Check out our latest announcement video for even more B2Brilliance.
Absolutely thrilling times for B2B marketing! 🌟 As David Ogilvy famously said, "The best ideas come as jokes. Make your thinking as funny as possible." Your creative tools and tactics might just be the key to unlocking that next-level innovation and impact. Can't wait to see the groundbreaking ideas and insights from #CannesLions and how they'll inspire #B2Brilliant strategies. See you at the livestream sessions! 🚀📈
Multi-Faceted Content Creator, Connector, and Facilitator for all things Organic, Technical, and Equitable
2yIf you could alert me about the next LinkedIn "Clone Yourself So You Can Do All This Cool Stuff And Run Your Business" Webinar is I would love that!! LOL Thanks for the great Content suggestions!! I am going to share this with a Biz Accelerator Group I love here in Oregon
Marketing Academic - Brand Semiotics Enthusiast
2yTerrific posting. Thanks.
Sales Manager chez TOGOCOM
2yThank you, I appreciate