How to use LinkedIn to transform your B2B MarketingBy David Reilly

About me

B2B/LinkedIn Training Workshops- Digital Skills training for Professional Services, LinkedIn, SEO, Social Media, Mobile Project Management

I manage a Digital Innovation Networking Group

-Future Thinking in Digital Marketing

Digital Acquisition Consulting

-SEO, Customer acquisition, content marketing, sourcing agencies

B2B Sales Process 20 years ago

Current B2B Sales Process- its Complex!

B2B is hard work

2009 2010 2011 2012 2013 2014

In millions

15

84.5

3

1

10

1) UK Membership GrowthDirect access to 15 million candidate profiles of valuable and important information

2) LinkedIn= Trust

Respected by business leaders

Trusted Source: the evidenceCompanies that engage on LinkedIn drive relationships and superior results

3) Reaching prospects at the right time

LinkedIn Tactics

Building a compelling profile

Examples

Create a Professional Photo

You are seven times more likely to have your profile on Linkedin viewed if

you have one.

Include recommendationsGet into the habit of collecting recommendations

Building your connections

Reach out to everyone you know

Join relevant GroupsYou can link to 3 Groups via your company page

Your profile is 5 times more likely to be viewed if you have joined or are active in a Group

Use InmailUse InMail to connect directly

Linkedin Allows 25 direct inMails per month for a paid subscription

Use ‘Advanced and Saved Search’

Use LinkedIn Advertising

LinkedIn Campaign ManagerUpgraded Self Serve Campaign Manager launched in Aug 2015

Used advertising to distribute Content

LinkedIn has very strong analytics

Example shows 2597 impressions, 21 clicks, 1 interaction

Why it matters

Source: CMO Council Research 2014

Think and plan like journalistSalesforce: 371,954 followers

Concise and snappy headline are more likely to get engagement

Use LinkedIn PulseOwn publishing network

Requires a long term approach

Integrate Slideshare into your profilePresentations are one of the best ways in which professionals capture and share their experiences and knowledge, which in turn helps shape their professional identity,”

Showcase pagesSegment company pages by product and service

Host content for that product and promote it to an individual segment

Use Images, infographics and videoCompany updates with images have a 98% higher engagement rate than those that don’t Source: Social Media Week

Summary

• Exceptional reach and access to customer data

• Trusted environment

• Reaching people at the start of the sales funnel

Thank youDavid Reilly

david@letslearndigital.com07989 985922