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Transcript

How to get B2B Clients from LinkedIn - B2B LinkedIn Ads Masterclass · The Crowded Market

• 0:00
  SPEAKER_01: If you're a B2B marketer, then this is the episode for you.
• 0:03
  SPEAKER_01: Because today we're sitting down and we're breaking down a single shift that you can make right now in order to build more demand for the business that you work for.
• 0:13
  SPEAKER_01: I'm joined by LinkedIn ads and strategy expert Mark Woodland.
• 0:17
  SPEAKER_00: Stop treating LinkedIn and marketing is like a lead vending machine.
• 0:21
  SPEAKER_00: We rate dwell time above like click-through rate and engagement because most people don't click on ads.
• 0:27
  SPEAKER_00: He's going to show you how B2B teams should be using both paid and organic LinkedIn.
• 0:32
  SPEAKER_00: Where marketing works best for B2B brands is about building up the brand over time.
• 0:37
  SPEAKER_00: And if they trust you, like in B2B, that's the number one currency, is building up that trust because every purchase is complex.
• 0:44
  SPEAKER_01: He's going to walk through a step-by-step playbook on how to use it on a shoestring budget or no budget at all, as well as a high budget campaign.
• 0:54
  SPEAKER_01: Let's get into it.
• 1:00
  SPEAKER_01: Hello, Mark.
• 1:01
  SPEAKER_01: Thank you so much for joining me today on the Crowded Market on um a sunny day.
• 1:06
  SPEAKER_01: Yes, in a very, very long time.
• 1:10
  SPEAKER_01: I've I've known you, I guess, for a few months.
• 1:13
  SPEAKER_00: Three months now?
• 1:14
  SPEAKER_00: Yeah, maybe a little bit longer.
• 1:15
  SPEAKER_01: Obviously, we've had your colleague George on already, um, talking all things LinkedIn.
• 1:19
  SPEAKER_01: Um, but we've come today uh bringing you in to kind of I guess build on what we learned from George a little bit and understand the world of LinkedIn and how I guess B2B marketers can use it in order to get ahead of everybody.
• 1:32
  SPEAKER_01: Uh but use it right, not just use it, use it right.
• 1:35
  SPEAKER_01: Yeah.
• 1:35
  SPEAKER_01: Um, of course.
• 1:36
  SPEAKER_01: Uh so you're from a company called Winbox, of course.
• 1:39
  SPEAKER_01: Why don't you tell me a little bit about what you guys actually do and where your expertise lies?
• 1:42
  SPEAKER_00: Yeah, sure.
• 1:43
  SPEAKER_00: So uh Winbox is a specialist LinkedIn's agency.
• 1:46
  SPEAKER_00: So LinkedIn is all we do.
• 1:47
  SPEAKER_00: And the reason why we do that is in the past we were kind of more of a full service like digital marketing and content agency, and we've just seen a big opportunity with LinkedIn that it's a channel that has so much potential.
• 1:58
  SPEAKER_00: Um, it's it's got such good targeting and can work really well for B2B businesses, but the vast majority of businesses aren't executing on the channel properly and they're wasting so much money.
• 2:08
  SPEAKER_00: Hundreds of thousands of pounds we see being poured into LinkedIn, and they've just set up the campaign wrong or they're approaching it in the wrong way.
• 2:14
  SPEAKER_00: So we set up Winbox to help address that issue and make sure that the companies that we work with and the B2B brands are executing properly on the channel to make the most of it basically and get the return that the channel can offer.
• 2:27
  SPEAKER_01: Yeah, perfect.
• 2:28
  SPEAKER_01: I remember when I met you guys, was it a DMWF?
• 2:31
  SPEAKER_01: Digital Master World Forum, yeah.
• 2:33
  SPEAKER_01: And um, I was like, good, thank God.
• 2:36
  SPEAKER_01: Like I haven't ever seen an ads agency that's LinkedIn specific.
• 2:39
  SPEAKER_01: And the growth of it, I mean, even since we met then, which was May last year, has been exponential.
• 2:45
  SPEAKER_01: Yeah.
• 2:45
  SPEAKER_01: Um, I always say about LinkedIn, it's like one of the most powerful tools, not just because of it being a platform for businesses, but it kind of eradicated something called the Little Black Book.
• 2:53
  SPEAKER_01: Yeah.
• 2:53
  SPEAKER_01: Where people would have all these secret contacts, and here's your emails and your phone numbers because everybody is now accessible.
• 2:59
  SPEAKER_01: You can find whoever you want from whatever company and basically drop them a message direct in.
• 3:04
  SPEAKER_01: And there's been nothing like that for business for a long, long time.
• 3:07
  SPEAKER_01: Um, I'm gonna dive straight into this with a big question.
• 3:10
  SPEAKER_00: Yes.
• 3:10
  SPEAKER_01: What's what do you think is the biggest mistake that B2B marketing teams are making right now?
• 3:15
  SPEAKER_00: Yeah.
• 3:16
  SPEAKER_00: So the biggest mistake that we see is just how they view and perceive marketing.
• 3:20
  SPEAKER_00: So many companies just view marketing as lead generation, and that's all it is.
• 3:24
  SPEAKER_00: It's about short-term results, it's about MQLs and about lead generation at all costs.
• 3:29
  SPEAKER_00: Whereas where marketing works best for B2B brands, and for any brand, really, is that it's about building up the brand over time so that you build up your brand presence so your audience know of you, they like you and trust you.
• 3:41
  SPEAKER_00: And then when they're in market, they'll come to you.
• 3:43
  SPEAKER_00: Because we know in B2B that purchases are so complex and also they don't happen often.
• 3:47
  SPEAKER_00: People aren't buying a new CRM every other week.
• 3:50
  SPEAKER_00: Purchases rarely happen.
• 3:51
  SPEAKER_00: So most people you come across aren't going to be in market.
• 3:54
  SPEAKER_00: So, what it's about with your B2B marketing is that building up that brand presence, building up something that we call mental availability, so that when they are in market for a solution like yours, they come to you first.
• 4:04
  SPEAKER_00: And if they come to you first, you're gonna have the very best chance of winning that work.
• 4:08
  SPEAKER_01: Yeah, I mean, so LinkedIn for me, and I think I saw your clip actually of um your podcast where uh it was you and George, and you were talking about listen, we're not seeing direct results, but the marketing, we're doing it.
• 4:23
  SPEAKER_01: Yeah, leads are coming in, and there's enough of a steady flow of business to understand that the system's working.
• 4:28
  SPEAKER_01: You can't always directly attribute that to it was because they saw this clip on Monday.
• 4:33
  SPEAKER_01: You know, you can't, it's very hard to measure like that sometimes unless you're kind of putting direct links into, but it's a slow funnel, right?
• 4:39
  SPEAKER_01: So and as long as kind of the system is working, you have to assume that marketing's got a lot to do with that.
• 4:45
  SPEAKER_01: It's just because people are seeing your face, right?
• 4:47
  SPEAKER_01: We were speaking about it before, where you get drip feed enough content and subconsciously people are just gonna associate you with what you do.
• 4:54
  SPEAKER_01: So whenever that something, whenever the for you guys, whenever LinkedIn comes to mind and people think about they have to improve their LinkedIn presence, and they're gonna think, oh Mark, winbox.
• 5:02
  SPEAKER_01: That's it.
• 5:03
  SPEAKER_01: He all that's all he talks about.
• 5:04
  SPEAKER_01: Yeah.
• 5:05
  SPEAKER_00: And that's the whole aim of the game.
• 5:06
  SPEAKER_00: And I think that where people go wrong as well with BDB marketing is it's it's almost like attribution over everything.
• 5:12
  SPEAKER_02: Yeah.
• 5:13
  SPEAKER_00: Like we need to see that we're advertising on this channel and here's the direct return that he's got.
• 5:16
  SPEAKER_00: And BDB marketing just doesn't work that way because when we're on LinkedIn, especially when we're scrolling through LinkedIn, we're not there shopping, we're not there searching for a solution because often we're not in market.
• 5:26
  SPEAKER_00: So if we can engage people in the feed, then when they do get to that point where they are in market, as I said before, they know like and trust you, so they're gonna come to you.
• 5:34
  SPEAKER_00: So if I'm on LinkedIn every day, helping people with their LinkedIn marketing and advertising and talking about how it can help their business, as you say, then when they eventually get to the point where they think, actually, we could do with some external support to help us with this.
• 5:46
  SPEAKER_00: We want to invest more budget here, we want to take it more seriously.
• 5:49
  SPEAKER_00: I already know Mark, I already know Wimbox and I already trust them.
• 5:52
  SPEAKER_00: And if they trust you, like in B2B, that's the number one currency, it's building up that trust because every purchase is complex, requires big budgets, often requires change management within an organization, element of risk, multiple people involved.
• 6:06
  SPEAKER_00: Somebody's not gonna bring you into their company or get you involved if they don't trust you.
• 6:11
  SPEAKER_00: Because if it goes wrong, then it's often gonna be on their heads or have a big impact.
• 6:15
  SPEAKER_01: Yeah.
• 6:15
  SPEAKER_01: People often say, especially for video content, and we have a lot of clients who have a similar experience, is that because they post so much video and they're showing their personality and who they are, people often think they've already got a relationship with them before even meeting them.
• 6:29
  SPEAKER_01: Yeah.
• 6:30
  SPEAKER_01: Super powerful, right?
• 6:31
  SPEAKER_01: Because you've not even met this person and they think they know you and they understand that you're a you're very good in a field.
• 6:37
  SPEAKER_01: Yeah.
• 6:37
  SPEAKER_01: So the power for that is um in terms of actually I want to digress a little bit.
• 6:41
  SPEAKER_01: Video.
• 6:42
  SPEAKER_01: Yes.
• 6:42
  SPEAKER_01: I think about me and the world.
• 6:45
  SPEAKER_01: LinkedIn's been saying for years that it's video first, but it seems that videos don't really get the biggest amount of reach still.
• 6:53
  SPEAKER_00: Do you know why that is?
• 6:54
  SPEAKER_00: Yeah, it's interesting because LinkedIn came out and they said, This was last year, they made the big kind of bold statement that we want to be a video first BDB marketing powerhouse.
• 7:03
  SPEAKER_00: So they were really kind of going in on we want people to produce video content on the platform.
• 7:08
  SPEAKER_00: But you're right, we often see this is organically, it might not be video that gets the most impressions or gets the most reach or the most engagement.
• 7:15
  SPEAKER_00: You often find that text posts still work really well and get a lot of impressions, or it might be carousels, they perform really well.
• 7:22
  SPEAKER_00: Video doesn't quite live up to that hype that you believed.
• 7:26
  SPEAKER_00: Yeah, I still think it's the best format for the platform because of that point you just made is the best way to build up trust.
• 7:31
  SPEAKER_00: And that's what we're always looking to do with our B2B marketing, is just to build up that trust.
• 7:35
  SPEAKER_00: But if you can actually see someone, see the bites in their eyes, hear their voice, it's genuine, it's genuinely them.
• 7:42
  SPEAKER_00: It's not kind of AI copy that they've written up, then that goes a long way forward to getting to know them and building up that trust.
• 7:48
  SPEAKER_00: So I think that even if it doesn't get the most reach, it's still the most powerful in terms of getting people to stop and scroll, get to know you, build up that trust.
• 7:57
  SPEAKER_00: Yeah.
• 7:57
  SPEAKER_00: So we're we're always encouraging our clients, do as much video as we can, especially video.
• 8:02
  SPEAKER_00: It doesn't have to be kind of high production, it can be kind of low-fi production, but video which is face to camera so they can see you, they can hear you and get to know you.
• 8:11
  SPEAKER_01: Yeah, I mean, I run a production company, and like we often tell people, yeah, you use user-generated stuff, like a million percent.
• 8:18
  SPEAKER_01: You have to.
• 8:19
  SPEAKER_01: Yeah.
• 8:19
  SPEAKER_01: Um, it's it's important, it's real.
• 8:21
  SPEAKER_01: It's a little bit more real.
• 8:22
  SPEAKER_01: Always a place for like, especially in B2B, for the higher production stuff.
• 8:26
  SPEAKER_01: There's a place for both.
• 8:27
  SPEAKER_01: Yeah, like you know, I kind of maybe shoot myself in the foot by saying that sometimes, but there needs to be.
• 8:32
  SPEAKER_01: Also, with the interaction thing, from my perspective, I think if people are watching the video of you on LinkedIn, they're spending more time on that post.
• 8:40
  SPEAKER_01: So the likeliness of them interacting with it becomes lower because they've already spent that time.
• 8:45
  SPEAKER_01: Yeah.
• 8:45
  SPEAKER_01: So an instigation of action is going to be a little bit less frequent.
• 8:49
  SPEAKER_01: Yeah.
• 8:49
  SPEAKER_01: Um but yeah, like you said, it's doing more, it's and how much I mean lurking, people lurking on LinkedIn, like this just happens.
• 8:55
  SPEAKER_01: Not everyone's clicking like and share all the time, are they?
• 8:58
  SPEAKER_01: It's not Twitter.
• 8:59
  SPEAKER_00: And that's a really important point because I think dwell time on your posts or on your ads is actually one of the most important metrics.
• 9:07
  SPEAKER_00: Yeah.
• 9:08
  SPEAKER_00: Um, we route rate dwell time above like click-through rate and engagements because most people don't click on ads.
• 9:14
  SPEAKER_00: I think if you've got a 0.5% click-through rate, that's a really good click-through rate.
• 9:18
  SPEAKER_00: So that's 99.5% of people not clicking on ads.
• 9:21
  SPEAKER_00: Most people don't react, they kind of sit in the background watching your content.
• 9:25
  SPEAKER_00: You'll probably get this all over the time where someone will come to you and say, uh, we want to start a podcast or we want to improve our podcast.
• 9:32
  SPEAKER_00: I've been following you on LinkedIn and seeing your posts for ages.
• 9:35
  SPEAKER_00: So now I want to have a conversation with you.
• 9:36
  SPEAKER_00: Yeah.
• 9:37
  SPEAKER_00: And you're probably thinking, well, they never engaged with any of those posts.
• 9:39
  SPEAKER_00: I had no idea that they were actually looking at those posts, but they were.
• 9:43
  SPEAKER_00: And so I think that don't underestimate how many people are kind of lurking in the background, as you say, and dwell time is so important because then if they're watching your videos or reading your posts, they're spending more time with you, they're going to receive your message, get to know you.
• 9:55
  SPEAKER_00: So when the time's right, you're front of mind.
• 9:58
  SPEAKER_00: And that's the whole point.
• 9:59
  SPEAKER_01: Absolutely, couldn't agree more.
• 10:00
  SPEAKER_01: Um, so when you were talking about marketing, especially on LinkedIn being used as more of a that everyone's thinking of it as lead gen, lead gen, lead gen.
• 10:08
  SPEAKER_01: Where are you seeing this happen?
• 10:10
  SPEAKER_01: What are the what are people doing that's that's making this an occurrence?
• 10:13
  SPEAKER_00: Yeah, so so on LinkedIn, this is typically people just want to run like lead gen formats.
• 10:19
  SPEAKER_00: We want to run bottom-of-foto ads, call-to-action ads to say to people, book a demo, fill out this form, download this piece of content.
• 10:25
  SPEAKER_00: And that's usually for two reasons.
• 10:27
  SPEAKER_00: One is that they've had big targets set by the board in terms of MQLs and we need MQLs now.
• 10:32
  SPEAKER_00: So they're kind of forced into and pressured into that short-term thinking, even if they know that's not gonna be the right tactic for long-term success.
• 10:41
  SPEAKER_00: So they're kind of forced into that, but also because they need that direct attribution, they need to see, okay, I've spent X on LinkedIn, I've got Y back, and it needs to be direct directly attributable, otherwise, my budget's gonna be cut.
• 10:52
  SPEAKER_00: Right.
• 10:52
  SPEAKER_00: So it's for those reasons.
• 10:54
  SPEAKER_00: So that's that's typically where we see it, and it's not effective.
• 10:57
  SPEAKER_00: Like LinkedIn isn't very good as a last-tauch attribution channel or a lead generation channel, and that's because, as I said before, people aren't on the platform shopping or looking to buy, they're there for reasons.
• 11:08
  SPEAKER_00: They just want to learn something in the feed, engage with the feed, build their network, share their opinion.
• 11:13
  SPEAKER_00: They're not there to buy.
• 11:15
  SPEAKER_00: And when they are in market, they don't then wait until they see the next ad and then don't go to convert.
• 11:20
  SPEAKER_00: They come directly to you.
• 11:21
  SPEAKER_00: And when they do that, they usually Google your brand or go directly to your website, or a colleague shares a link to your website with uh with another colleague, and that means that LinkedIn is missed out in the attribution picture.
• 11:32
  SPEAKER_00: So that's often where brands kind of undervalue then the benefit that LinkedIn is bringing to their business.
• 11:38
  SPEAKER_01: Yeah, it's it's not a click and buy like buying in B2B isn't click and buy, is it?
• 11:42
  SPEAKER_01: It's not TikTok shop.
• 11:44
  SPEAKER_01: Yeah, it's uh there's there's stakeholders, people that they've got to go through, and it's a whole discussion.
• 11:48
  SPEAKER_01: People got to write proposals and everything like that.
• 11:50
  SPEAKER_01: It's yeah, it's completely different.
• 11:52
  SPEAKER_01: So yeah, I can see what you're saying.
• 11:54
  SPEAKER_01: I've never tried to use it as that.
• 11:55
  SPEAKER_01: It's just I I think from what I'm understanding from this conversation, is how do I give value to an audience?
• 12:01
  SPEAKER_01: Yeah, you it's almost like dangling the carrot enough for them to go, ah, this is too, I need to engage these guys at some point.
• 12:09
  SPEAKER_01: 100%.
• 12:10
  SPEAKER_00: It's a long-term brand builder, and people often will run these bottom of the funnel CTA ads to a cold audience as well.
• 12:16
  SPEAKER_00: Yeah.
• 12:16
  SPEAKER_00: And the expectation is that their offer is so good that they're gonna see an ad, click on an ad, and then convert it straight away.
• 12:22
  SPEAKER_00: And we know that buying cycles in B2B is just so much longer than that.
• 12:26
  SPEAKER_00: I think the average buying cycle is like 220 days.
• 12:29
  SPEAKER_00: Yeah.
• 12:29
  SPEAKER_00: So that expectation is just unrealistic.
• 12:31
  SPEAKER_00: I can relate to that.
• 12:32
  SPEAKER_00: Yeah, yeah.
• 12:33
  SPEAKER_00: And it just leads to people thinking, okay, we're investing in this channel, we're not getting a return, this channel doesn't work, and then that's not the case.
• 12:40
  SPEAKER_00: This channel, LinkedIn, could be the the the core of your marketing and kind of the biggest catalyst to your success when it comes to your marketing, but you have to be using it properly.
• 12:49
  SPEAKER_01: Yeah, yeah.
• 12:50
  SPEAKER_01: It's like um, it's like what I imagine magazine advertising was for businesses many, many years ago, really, wasn't it?
• 12:55
  SPEAKER_01: It was like there was never a direct attribution to it working, but you knew you had to be there.
• 12:59
  SPEAKER_00: Yeah.
• 12:59
  SPEAKER_01: Because someday someone would think of that thing that they need you for.
• 13:03
  SPEAKER_00: Yeah.
• 13:03
  SPEAKER_00: And people tend to get that more in B2C.
• 13:05
  SPEAKER_00: I think B2B is just a bit behind.
• 13:07
  SPEAKER_00: Like B2C, we know that you invest in brand and you look for overall uplift then in sales and trends.
• 13:13
  SPEAKER_00: You don't necessarily are able to attribute a billboard to success.
• 13:18
  SPEAKER_00: Yeah.
• 13:18
  SPEAKER_00: Um, B2B, I think, just has a little way to catch up on that and get to the point where we value building the brand above everything else.
• 13:26
  SPEAKER_00: Because if you do that, and we see this time and time again, if you prioritize your brand, you will get more success for your marketing, you will get more growth in your business, but it's just overcoming that barrier of we need short-term leads, we need perfect attribution in order to get there.
• 13:39
  SPEAKER_01: Yeah, not only that, but it's um it's become more people-led.
• 13:43
  SPEAKER_01: Like that's the best thing about it.
• 13:44
  SPEAKER_01: Um, we had Ivana Heinen on recently who who like specializes in in executive profiling for businesses.
• 13:51
  SPEAKER_01: So kind of taking key individuals from a business and championing them.
• 13:54
  SPEAKER_00: Yeah.
• 13:55
  SPEAKER_01: Um, why?
• 13:55
  SPEAKER_01: Well, because guess what?
• 13:57
  SPEAKER_01: Somebody a per a a brand isn't sat there watching your video, a person is watching your video.
• 14:02
  SPEAKER_01: So that's something else that's come over from B2C, obviously, very late as usual.
• 14:06
  SPEAKER_01: But now people are going, oh, we need to put our people at the front of this because our people are what are gonna uh sell the dreams, sell the products, sell the way we think, not this logo.
• 14:15
  SPEAKER_01: Yeah.
• 14:15
  SPEAKER_01: And it's why I guess LinkedIn doesn't really reward business pages as much as it does personal pages, is it?
• 14:22
  SPEAKER_00: Yeah, yeah.
• 14:22
  SPEAKER_00: And when people are on LinkedIn, they want to engage with people.
• 14:24
  SPEAKER_00: Yeah, they want to engage with um personal profiles rather than company profiles.
• 14:29
  SPEAKER_00: If you see something from a company profile, you see it as an ad, really.
• 14:32
  SPEAKER_00: And we don't want to necessarily be exposed to ads so we can just scroll on by.
• 14:36
  SPEAKER_00: So that is what we're seeing is that when you run, they call them thought leader ads.
• 14:40
  SPEAKER_00: So that's where you boost a post from a personal profile.
• 14:43
  SPEAKER_00: And when you focus on the personal profiles of the experts in your business, you get the better results.
• 14:47
  SPEAKER_00: And that's because ultimately people buy from people.
• 14:50
  SPEAKER_02: Yeah.
• 14:50
  SPEAKER_00: And that element I mentioned before, you need to build up trust.
• 14:52
  SPEAKER_00: Well, the best way to build up trust is to showcase your experts and your people.
• 14:56
  SPEAKER_00: Yeah.
• 14:56
  SPEAKER_00: So that's what we see that work best for ourselves, like as an agency, most of our work comes in from our personal brands.
• 15:04
  SPEAKER_02: Yeah.
• 15:05
  SPEAKER_00: And from clients that we work with, it's it's the same theme.
• 15:08
  SPEAKER_00: So we're we're always trying to push that as much as we can.
• 15:10
  SPEAKER_00: I think the beauty of it at the moment, as well, is still most B2B brands aren't doing it or aren't doing it very well.
• 15:16
  SPEAKER_00: It's still relatively new.
• 15:18
  SPEAKER_00: So actually, if you do now prioritize putting your people out there, maybe this is founder-led marketing or showcasing your expertise.
• 15:25
  SPEAKER_00: Actually, it's a competitive advantage when you're on the channel.
• 15:27
  SPEAKER_00: Yeah.
• 15:28
  SPEAKER_00: You're going to outperform your competitors because they're still just throwing everything behind a company page, throwing everything behind company ads and hoping that gets the best results.
• 15:37
  SPEAKER_01: Yeah, it's just not, it won't connect.
• 15:38
  SPEAKER_01: I've never connected with a brand like that, especially in B2B.
• 15:41
  SPEAKER_01: It's hard enough in B2C to like, you know, the Nikes and stuff have got it right.
• 15:45
  SPEAKER_01: But to get to that point is such a long journey.
• 15:48
  SPEAKER_01: And it takes decades and decades.
• 15:51
  SPEAKER_01: So it's like, use the people.
• 15:52
  SPEAKER_01: Yeah.
• 15:52
  SPEAKER_01: They're the ones with the smiles and the eyes, you know, that people that can people can look at.
• 15:56
  SPEAKER_00: Yeah, and you still want the brand ads to be part of the equation.
• 15:59
  SPEAKER_00: You still want to run them as well, but they supplement the personal side of things and they work alongside it.
• 16:04
  SPEAKER_00: Yeah.
• 16:04
  SPEAKER_00: They kind of reinforce that message and reinforce that you're a legit company and they want to work with you rather than it being the vast majority of advertisers out there and say like 90%, 100% of their budget and a focus on a company page and or a company brand, and it just doesn't work as well.
• 16:18
  SPEAKER_01: Yeah.
• 16:19
  SPEAKER_01: So somebody's got um somebody, if somebody was building a B2B strategy right now, marketing, what would that look like?
• 16:28
  SPEAKER_00: Yeah.
• 16:28
  SPEAKER_00: So the the first step is always strategy.
• 16:30
  SPEAKER_00: What are we doing this for, who are we looking to appeal to, what's the offer, kind of understand why you're there and what you're looking to achieve and kind of set realistic expectations.
• 16:39
  SPEAKER_00: And then once you've done that, for me, the next step is building the audience.
• 16:43
  SPEAKER_00: And the way that we do this uh for our own marketing and for our clients and what we advocate for, and I would advocate across all B2B marketing, is through building an ABM list.
• 16:52
  SPEAKER_00: So actually build in a list of accounts that you want to go after.
• 16:56
  SPEAKER_00: And it doesn't have to be like ABM traditionally was, where people think, okay, I just pick 10 or 20 or 50 accounts and I go after them.
• 17:03
  SPEAKER_00: This can be thousands of accounts, but the benefit of that is that if you have a list of here's all the companies you want to go after, it gives a focal point to all of your marketing that everyone knows for all the channels that we are operating on, we want to appeal to this audience.
• 17:17
  SPEAKER_00: And then for that audience, you almost saturate them.
• 17:20
  SPEAKER_00: So they're really gonna get to know you, they're gonna see you all the time, and you'll kind of get to that point where, which I think is like the holy grail in BW marketing, where people say, Hey, I'm seeing you everywhere.
• 17:30
  SPEAKER_00: You just appear to be everywhere.
• 17:31
  SPEAKER_00: And it might not be that they have the biggest budget, so they're not everywhere, but they're just giving that perception because they're going after a defined audience.
• 17:38
  SPEAKER_00: Also, it saves leakage.
• 17:40
  SPEAKER_00: Like a lot of brands will spend a lot of money advertising, and a lot of that is actually being shown to companies that aren't ICP or the right fit.
• 17:48
  SPEAKER_00: We see that all of the time.
• 17:50
  SPEAKER_00: So it kind of makes sure that actually the brands that you're going after are right fit and are ICP.
• 17:55
  SPEAKER_00: If they make an inquiry, then it's going to be a good inquiry for you.
• 17:58
  SPEAKER_00: Also, it helps with sales and marketing alignment.
• 18:01
  SPEAKER_00: Your sales activity is going to be going after the same brands.
• 18:04
  SPEAKER_00: Marketing supports that.
• 18:05
  SPEAKER_00: Sales can follow up on intent data from what marketing is creating.
• 18:08
  SPEAKER_00: So it kind of aligns everything as well, which works well.
• 18:11
  SPEAKER_00: So I think build that audience out, know exactly who you're going after, and obviously then understand their pains and what they're looking to achieve and um how you can help them basically.
• 18:20
  SPEAKER_02: Yeah.
• 18:21
  SPEAKER_00: Next step then for me is the media plan.
• 18:24
  SPEAKER_00: So it's what channels are we going to use?
• 18:26
  SPEAKER_00: So for us, that's always LinkedIn.
• 18:28
  SPEAKER_00: We focus on what are the different formats that we're going to run in that channel.
• 18:32
  SPEAKER_00: We're going to do video, text, carousel, thought leader ads, what's going to suit best for our budget and our audience.
• 18:38
  SPEAKER_00: We kind of map out that media plan to make sure that is optimized against our budget.
• 18:42
  SPEAKER_00: And also then the messaging guide, what are the key messages that we want to get out there in our marketing and we want to reiterate?
• 18:49
  SPEAKER_00: And you want that to be the same few messages over and over that you're delivering.
• 18:54
  SPEAKER_00: Because there's only really once you get bored of saying something that people are starting to listen.
• 18:58
  SPEAKER_00: So you really want to be repeating those key messages over and over.
• 19:01
  SPEAKER_00: So you've you've got the strategy, you've got the audience, you've got the media plan and messaging.
• 19:06
  SPEAKER_00: Then you go into your creative production.
• 19:07
  SPEAKER_00: So make sure you're producing good assets and a variety of assets, you're delivering the same message, but you want to deliver it in different ways.
• 19:14
  SPEAKER_00: So you produce that creative, you're distributing it.
• 19:17
  SPEAKER_00: And then the next step for me is making sure that you're measuring things properly.
• 19:20
  SPEAKER_00: And we'll go into measurement in a bit more detail, but that's absolutely key in B2B.
• 19:25
  SPEAKER_00: Because we know it's not going to be every channel with leads to direct leads, and that's all you judge those channels on.
• 19:30
  SPEAKER_00: You need to make sure you've got a proper measurement framework to know over time if this is working or not, and set the proper expectations, which is we know in month one this isn't going to be an influx of new leads.
• 19:41
  SPEAKER_00: It just doesn't work that way.
• 19:42
  SPEAKER_00: It'd be great if it does.
• 19:43
  SPEAKER_00: Like this is going to be a long-term commitment.
• 19:45
  SPEAKER_00: So you've got your you've set your strategy, built the audience, built a media plan, created your content, distributed content, you know how you're going to measure it.
• 19:53
  SPEAKER_00: The final step for me is something that a lot of people don't do, which is acting on intent data and having mechanisms and workflows to do that.
• 20:01
  SPEAKER_00: Okay.
• 20:02
  SPEAKER_00: So within B2B marketing, because a lot of it's brand, you're building up a lot of first-party intent data.
• 20:07
  SPEAKER_00: So the way that this looks in LinkedIn is in LinkedIn Campaign Manager, you have something called Companies Tab, and it tell you all of these the companies that are engaging with your brand or organically of your company page, and it will give them a scoring on their engagement level from very low to very high.
• 20:22
  SPEAKER_00: And what you want to do is you want to make sure those companies that are kind of medium to very high engagement, they're showing signals of intent.
• 20:28
  SPEAKER_00: You want to make sure you're acting on that intent to try and not just have the brand side of it, but have the demand capture side of it as well, because obviously you do want to be doing both.
• 20:36
  SPEAKER_00: It's not just all about the brand.
• 20:38
  SPEAKER_00: And that can look like making sure you're setting up retargeting audiences properly.
• 20:42
  SPEAKER_00: If people are engaged with your ads, make sure you're hitting them with ads that are maybe a bit further down the funnel, like social proof ads, like testimonials, CTA ads, high value offers, that sort of thing.
• 20:52
  SPEAKER_00: But also it's aligning with sales.
• 20:54
  SPEAKER_00: So what we do for some companies is we'll set up automated workflows where if someone is engaged with your ads, we have that company data.
• 21:02
  SPEAKER_00: We can enrich that company data using tools like Clay with the right contacts within those companies you want to talk to.
• 21:07
  SPEAKER_00: And then we can set up workflows within LinkedIn to make sure that you're viewing their profile, you're inviting them to connect, you're maybe sending them messages, not in a kind of big brother is watching you, kind of cringy, scary way.
• 21:18
  SPEAKER_00: Like I've seen you're engaged with our ads, you want to have a conversation, but much more subtle, like just reaching out to see if it's the right time for us to talk about this proposition right now.
• 21:27
  SPEAKER_00: Um, so someone a bit subtle to try and uh to try and start that relationship and build that relationship.
• 21:32
  SPEAKER_00: Or it can be as simple as you just pass that information over to sales and they, as part of their outbound, they're prioritize those accounts that are engaging to a higher degree.
• 21:42
  SPEAKER_00: Um, but that's the kind of final step as well, is just making sure that intent data data you're building up isn't just lying there, you're actually acting on that data.
• 21:50
  SPEAKER_01: That's brilliant.
• 21:50
  SPEAKER_01: I think that would help a lot of people just when they land in the minefield of the platform, that's step by step, easy to follow.
• 22:00
  SPEAKER_01: Start like sway.
• 22:01
  SPEAKER_01: Right.
• 22:01
  SPEAKER_01: And for the ads themselves, what would you what do you use for you?
• 22:03
  SPEAKER_01: Like if you're doing your ads, do you use like your podcast clips or what what kind of stuff do you use in in order to do the Thought Leader ads?
• 22:09
  SPEAKER_00: Yeah, it's it's always a variety, and you want it to be kind of the same message in different formats because then it just lands in different ways and appeals to different people.
• 22:18
  SPEAKER_00: So we use the podcast clips.
• 22:19
  SPEAKER_00: So we record a podcast, we take shorts on that podcast of like two minutes max, kind of 30, 60 seconds often, and we'll share that in the feed with a bit of text with it as well.
• 22:29
  SPEAKER_00: We find that works really well because it's a great way of delivering thought leadership.
• 22:32
  SPEAKER_00: So you're helping people, you're building up authority.
• 22:35
  SPEAKER_00: Also, because it's shot in a nice studio like this, it kind of looks legit as well.
• 22:39
  SPEAKER_00: So it helps with our the legitimacy of our brand and show that we are serious about this.
• 22:44
  SPEAKER_00: We also do some face-to-camera stuff where it might just be on your phone or it might be just from your laptop with decent camera, uh, well, decent lighting, um, kind of a good microphone, and just 30 seconds just delivering some thought leadership, that works well.
• 23:00
  SPEAKER_00: But also a lot of text posts we find work well, works well.
• 23:03
  SPEAKER_00: Doesn't have to be video, doesn't have to be big creative images with it.
• 23:07
  SPEAKER_00: It can just be a text post with your latest thoughts or what's worked recently, or telling a story of what you've learned or what you've done and how it's worked well that people can relate to.
• 23:18
  SPEAKER_00: That works really well.
• 23:19
  SPEAKER_00: Another component of this is actually just showing who you are outside of work, going back to a previous point.
• 23:25
  SPEAKER_00: Like people buy from people.
• 23:27
  SPEAKER_00: So you don't want to just be all work, all thought leadership.
• 23:30
  SPEAKER_00: You kind of want to pull the curtain back on who you are outside of work, what you're interested in, what you've been through, what your story is, so people can buy into that as well.
• 23:38
  SPEAKER_01: Yeah.
• 23:39
  SPEAKER_01: I think that's where um there's a gray area with that bit, isn't there, where people are like, we don't want this to turn into Facebook.
• 23:44
  SPEAKER_01: Yeah.
• 23:45
  SPEAKER_01: We also want to see what this who this person is.
• 23:47
  SPEAKER_01: It's a slightly skewed wit.
• 23:49
  SPEAKER_01: And I think um I've definitely seen people use that really well.
• 23:52
  SPEAKER_01: Yeah.
• 23:56
  SPEAKER_01: Or they've done something like that.
• 23:57
  SPEAKER_01: Or um, but then I've seen people just completely overdo that on that way.
• 24:01
  SPEAKER_01: And I I think what you're saying there is just balance it.
• 24:04
  SPEAKER_01: Like there is an element of throwing stuff at the wall, yeah.
• 24:06
  SPEAKER_01: Just whatever sticking and then finding out, okay, cool, that's actually performing better.
• 24:10
  SPEAKER_01: Yeah.
• 24:10
  SPEAKER_01: Let's put some resource into that.
• 24:12
  SPEAKER_01: Yeah.
• 24:12
  SPEAKER_01: So if a marketing manager's watching this, yes, and they've got a 20k budget, what what do you say they do?
• 24:17
  SPEAKER_00: Yeah, you use an ABM strategy.
• 24:19
  SPEAKER_00: Right.
• 24:19
  SPEAKER_00: I would.
• 24:19
  SPEAKER_00: So have that list of accounts.
• 24:21
  SPEAKER_00: We know this is what who we want to go after.
• 24:23
  SPEAKER_00: We're gonna center everything around this focal point so that we can saturate that audience the best we can, make sure that they know who we are.
• 24:29
  SPEAKER_00: Yeah.
• 24:30
  SPEAKER_00: Use thought leader ads, like we spoke about a lot.
• 24:32
  SPEAKER_00: So have your experts or your C-suite if you can post it on LinkedIn, getting active on LinkedIn, creating video content if they're comfortable to do so.
• 24:41
  SPEAKER_00: Just have them active on the channel and getting out there because um that's going to be the best way to build up that authority and trust, which will then lead to people coming to you and to more work.
• 24:50
  SPEAKER_00: From the company page perspective, I would kind of see that as um like the cheerleader for your thought leaders.
• 24:56
  SPEAKER_00: So they should be commenting on those thought leaders, um, all of the posts they're doing, engaging with the post to make sure that the brand is present and also they're encouraging people to post more and be more active on there.
• 25:08
  SPEAKER_00: Also, make sure your company page kind of acts like a landing page.
• 25:12
  SPEAKER_01: Yeah.
• 25:13
  SPEAKER_00: Because what's interesting about if you run ads on LinkedIn is that 25% of the clicks you get on your ads will go through to your company page.
• 25:19
  SPEAKER_00: Now, thankfully they're free.
• 25:20
  SPEAKER_00: You don't pay for those clicks, but it means that people are checking out your company page, so it can't just be left as a kind of barren land that you've never really looked at.
• 25:30
  SPEAKER_00: You want to make sure it's kind of optimized as a landing page.
• 25:34
  SPEAKER_00: Um, the other thing I would do is just get active engaging with other people on the platform.
• 25:38
  SPEAKER_00: That's it, giving back.
• 25:39
  SPEAKER_00: That's it.
• 25:40
  SPEAKER_00: Be it a good kind of digital citizen.
• 25:42
  SPEAKER_00: This isn't all about the post that you put out there.
• 25:45
  SPEAKER_00: Grow your network in a relevant way, engage with others, like look to engage with, I don't know, whatever you can imagine, manage, but kind of two, five, or ten different accounts each day.
• 25:55
  SPEAKER_00: Um, just be active on there and uh then you'll get more back from the platform as well.
• 26:00
  SPEAKER_01: Yeah, you put you get back what you put in.
• 26:02
  SPEAKER_01: Yeah.
• 26:02
  SPEAKER_01: Right?
• 26:02
  SPEAKER_01: It's not just uh lurkers, yeah, okay, they exist, but I think more I've actually like many a time I've kind of commented on somebody's post, especially somebody who maybe I've got a proposal sat with or something, and they've literally replied in a comment, like, I'm getting back to your email as we speak.
• 26:16
  SPEAKER_01: And I've like, oh, okay, that's all it takes sometimes, is just that re-in.
• 26:20
  SPEAKER_01: Like people are busy, yeah.
• 26:21
  SPEAKER_01: They've got busy brains, they've got loads going on, and everyone's getting LinkedIn messages and emails of sales, like with I mean, I don't know about you, but I'm hounded with sales stuff all the time.
• 26:31
  SPEAKER_01: And I think to not have an agenda is the best way to have an agenda.
• 26:35
  SPEAKER_01: Yeah.
• 26:36
  SPEAKER_01: If that makes sense.
• 26:36
  SPEAKER_00: Yeah.
• 26:37
  SPEAKER_01: Yeah.
• 26:37
  SPEAKER_00: And also you can get more reach by commenting on other people's posts than you can your own posts.
• 26:41
  SPEAKER_00: You can.
• 26:42
  SPEAKER_00: And LinkedIn now show you your notice, yeah, the number of impressions on a post.
• 26:45
  SPEAKER_00: And if you get that right, if it's a thoughtful comment, it's not just like great insights, it's actually diving deeper into what they say and sharing your opinion, maybe starting a conversation.
• 26:54
  SPEAKER_00: Yeah.
• 26:55
  SPEAKER_00: LinkedIn will pick up on that, especially if the person has a decent following anyway and the post is doing well.
• 26:59
  SPEAKER_00: You can get so many more impressions on commenting.
• 27:02
  SPEAKER_00: Yeah.
• 27:02
  SPEAKER_00: And that means that's only good for your profile.
• 27:04
  SPEAKER_00: Your followers will grow, you'll get more exposure that way, which is what we're on the platform for.
• 27:08
  SPEAKER_01: Absolutely.
• 27:09
  SPEAKER_01: Uh and what you mentioned, there's, I mean, there's a company I came across the other day actually called it's an employee advocacy platform.
• 27:15
  SPEAKER_01: Have you seen these?
• 27:16
  SPEAKER_01: They're popping up in terms of their just their businesses.
• 27:19
  SPEAKER_01: The whole point of like is for them to engage a strategy for their employees to shout about the business.
• 27:24
  SPEAKER_00: Yeah, LinkedIn used to have one.
• 27:25
  SPEAKER_00: They sunset it about two years ago, I think.
• 27:28
  SPEAKER_00: I don't think they kind of talked about it much or shared it very well because not a lot of people know about it, but they actually used to have one and they they got rid of it.
• 27:34
  SPEAKER_01: No way.
• 27:35
  SPEAKER_01: I wonder if they're kicking themselves or not.
• 27:36
  SPEAKER_00: I think they are thinking looking to bring it back soon.
• 27:39
  SPEAKER_00: Yeah, talks off that.
• 27:40
  SPEAKER_00: Um yeah, but I see them popping up all the time.
• 27:42
  SPEAKER_01: Yeah, that's massive.
• 27:43
  SPEAKER_01: So, right, on the flip side, somebody's got no budget.
• 27:46
  SPEAKER_01: Yes.
• 27:46
  SPEAKER_01: What you're telling them to do.
• 27:48
  SPEAKER_00: Yeah, so if you've got no budget, then you're gonna have to invest in like lo-fi production.
• 27:53
  SPEAKER_00: Um, so get your camera out on your phone, talk to the camera regularly, just delivering 30 to 60 second clips with your thought leadership, focus on your organic profiles.
• 28:03
  SPEAKER_00: Um, so get people to post organically on the channel, engage with people, what we were saying before, make sure your company page is like a landing page for your brand and your your your comment comments on other people's posts as well.
• 28:18
  SPEAKER_00: I think that one like mantra that I have which works well on LinkedIn is do cool stuff and talk about it.
• 28:25
  SPEAKER_02: Yeah.
• 28:26
  SPEAKER_00: And often in our day to day, I mean, especially in your role, you're up to cool stuff all the time.
• 28:30
  SPEAKER_00: You're kind of going off to really interesting shoots.
• 28:32
  SPEAKER_01: I get the most engagement on that kind of stuff.
• 28:34
  SPEAKER_01: Yeah, just like saying, We're here, yeah, or we've done this.
• 28:37
  SPEAKER_01: Yeah.
• 28:37
  SPEAKER_01: And people love it.
• 28:38
  SPEAKER_01: They love but LinkedIn's is a very American platform.
• 28:41
  SPEAKER_01: They love to see people win.
• 28:42
  SPEAKER_01: Yeah.
• 28:42
  SPEAKER_01: Right.
• 28:42
  SPEAKER_01: And I feel like that's the same with the people on it.
• 28:44
  SPEAKER_01: They like to see people doing well.
• 28:46
  SPEAKER_00: Yeah.
• 28:46
  SPEAKER_01: Um, which is nice, right?
• 28:47
  SPEAKER_01: Yeah.
• 28:47
  SPEAKER_00: Change of pace.
• 28:48
  SPEAKER_00: Yeah, it's the most memorable stuff as well.
• 28:50
  SPEAKER_00: Yeah.
• 28:50
  SPEAKER_00: You tend to find is that, oh, yeah, I remember when he was on this trip in Switzerland and kind of documented the whole thing.
• 28:56
  SPEAKER_00: So not everyone's gonna be doing that, but in your role, you'll be surprised like how many interesting things you are getting up to, even if it's you discovered a new tool or there's something going on in the office, or you go into an event like today.
• 29:08
  SPEAKER_00: We're shooting a podcast.
• 29:09
  SPEAKER_00: This is interesting, it's a really cool location.
• 29:11
  SPEAKER_00: I'll take a picture of this with you, I'll post about it because it's just documenting all what you're up to, and people are interested in that and they they buy into it.
• 29:18
  SPEAKER_01: They do big time.
• 29:19
  SPEAKER_01: And you know, what part so uh, you know, I said I run a business called LRB who make podcasts.
• 29:23
  SPEAKER_01: Yeah, part of our offering, it's all about the experience now.
• 29:26
  SPEAKER_01: Yeah, and the reason for so for example, and the same will happen for you right after this, is they'll have behind-the-scenes photos taken on a good camera of their experience in their pocket before they left the door.
• 29:35
  SPEAKER_01: Yeah, why is that?
• 29:36
  SPEAKER_01: Oh, because they can then they're then like, oh my god, this is amazing.
• 29:39
  SPEAKER_01: Yeah, I'm gonna post about this.
• 29:40
  SPEAKER_01: Yeah, the posts do so well.
• 29:42
  SPEAKER_01: Yeah, like, oh, I've just been on this podcast, self with a person, professional photography of them in a podcast studio, yeah, looks the business.
• 29:50
  SPEAKER_01: People get like psyched up about it and they're so happy for you.
• 29:52
  SPEAKER_01: And they're like, oh, great opportunity, and you know, well done for doing that, and yeah, stuff like this.
• 29:56
  SPEAKER_01: And it's why we now do it as well, because we're seeing it's not just the reward of them being on it, it's like the whole experience, right?
• 30:02
  SPEAKER_00: Exactly.
• 30:03
  SPEAKER_00: It's just do cool stuff and talk about it.
• 30:05
  SPEAKER_00: And a lot of people don't.
• 30:06
  SPEAKER_00: They will just go to that event or shoot that podcast and never tell anyone and just maybe distribute it when it's launched.
• 30:12
  SPEAKER_00: But yeah, we buy into people, we want to see what they're up to day by day.
• 30:14
  SPEAKER_00: We find that that interesting.
• 30:15
  SPEAKER_00: That's how social media operates, really.
• 30:17
  SPEAKER_01: It is people think they're you know, there are humble people around who don't want to shout about it.
• 30:21
  SPEAKER_01: But yeah, if you're telling your friends, it's kind of like nice to get there.
• 30:24
  SPEAKER_00: Yeah, and just don't do it in a cringe way.
• 30:26
  SPEAKER_00: Like, we don't want it to be that um, yeah, I mean, I was shopping the other day and I saw a sandwich, and this is what he told me, he taught me about B2B marketing.
• 30:34
  SPEAKER_00: Like, don't do it in a cringe way, just do it in a natural way that kind of treat the platform like a social platform because LinkedIn is.
• 30:40
  SPEAKER_00: Yeah, it's and yes, it's corporate, yes, it's B2B, it's unique in that respect, but it is a it is a social media, so you need to kind of post adhering to that.
• 30:49
  SPEAKER_00: And I think it's kind of gone away a bit.
• 30:51
  SPEAKER_00: Um, what you mentioned before, where it was like, this isn't Facebook, don't post that here.
• 30:55
  SPEAKER_00: Yes, that's not such a thing anymore.
• 30:56
  SPEAKER_00: You don't see that on comments so much.
• 30:58
  SPEAKER_00: I think we've kind of got over that, yeah, and uh, which is only a good thing for the content that's now being produced on the platform.
• 31:03
  SPEAKER_01: Yeah, more real things.
• 31:04
  SPEAKER_01: It's um LinkedIn being cringe is a massive thing.
• 31:06
  SPEAKER_01: And I remember I oh I I see a lot of content about LinkedIn being like that.
• 31:11
  SPEAKER_01: Yeah, and I always think you've got Instagram and you've got TikTok, and like to me, I don't understand the difference.
• 31:17
  SPEAKER_01: You're spending 40 hours a week at work, yeah.
• 31:20
  SPEAKER_01: Um, like maybe you just don't, I don't know, maybe some people don't like their jobs, so they don't want to talk about it, right?
• 31:25
  SPEAKER_01: And that's why they find LinkedIn cringe.
• 31:27
  SPEAKER_01: Yeah.
• 31:27
  SPEAKER_01: I think like if I'm I mean personally, I do what I love, yeah, and I'm sure you do too, right?
• 31:31
  SPEAKER_01: And I get up every morning and I'm excited.
• 31:33
  SPEAKER_01: Why wouldn't I want to share it with the world a little bit?
• 31:35
  SPEAKER_01: So I think people love to hate LinkedIn.
• 31:38
  SPEAKER_00: Yes.
• 31:39
  SPEAKER_01: I don't know what you think about that.
• 31:40
  SPEAKER_00: Do you Yeah, but that I see that all the time as well.
• 31:42
  SPEAKER_00: People see it as cringe and they love to hate on it, and that would that would always be the case.
• 31:46
  SPEAKER_00: But I think that there's so many examples now of people who have they don't have to run a business or own a business, they can work in a business, and actually they've seen massive benefits by just being active on LinkedIn, and it's led to new careers, new opportunities, it's led to maybe them launching their own thing.
• 32:02
  SPEAKER_00: There are so many benefits about by building up your personal brand, building up your own profile, building up your following.
• 32:08
  SPEAKER_02: Yeah.
• 32:08
  SPEAKER_00: Um, because who knows where it might lead in your career.
• 32:11
  SPEAKER_00: And that's why I encourage people to do it is that it's not just good for a business perspective, it's not just good for it will build up trust within that organization so you'll get more leads because that will happen, but it's also gonna be good for that individual who's posting.
• 32:23
  SPEAKER_00: There's only benefits to building up your profile.
• 32:25
  SPEAKER_01: Yeah, a million percent.
• 32:27
  SPEAKER_01: It's um it's a platform that's growing and it keeps on going.
• 32:30
  SPEAKER_01: And I think there's only it's only going to go from strength to strength, and it's gonna be interesting to see how it changes.
• 32:34
  SPEAKER_01: Yeah.
• 32:34
  SPEAKER_01: Because to me, like compared to the other social medias, it still feels as a platform somewhat dated looking on that.
• 32:40
  SPEAKER_01: I can't wait to see what they do with it.
• 32:42
  SPEAKER_01: Um and if it does become more video friendly, like we briefly saw uh scrolling vertical video, you know, and it's kind of I think most people use LinkedIn still on a on a on a desktop, really, as well, right?
• 32:54
  SPEAKER_01: Like a lot of people still do use it on there, and it doesn't feel very video friendly still, and videos are heavily compressed.
• 32:59
  SPEAKER_01: And I think I'm sure they'll change that and things will because they want people to stay on the platform, yeah.
• 33:03
  SPEAKER_01: They don't want people to leave it.
• 33:05
  SPEAKER_01: And I think by you know creating a better uh kind of platform to host those kind of things, it's only going to serve it well.
• 33:11
  SPEAKER_01: Yeah.
• 33:12
  SPEAKER_01: Um on a final question if you could quickly tell B2B marketing teams to stop doing one thing tomorrow, what would that be?
• 33:21
  SPEAKER_00: Stop treating LinkedIn and marketing is like a lead vending machine um where it's you prioritize short-term results, bottom-of-funnel lead generation, attribution at all costs over everything.
• 33:34
  SPEAKER_00: Yeah, treat the channel of LinkedIn or more widely your B2B, prioritize building up your brand.
• 33:39
  SPEAKER_00: Because when you do that, you might not see results in month one or month two, month three, but over time you will get outsized success and the business will see the value that marketing is bringing far beyond the short-term results that you could deliver and what you're always chasing.
• 33:54
  SPEAKER_00: So that's what I would advise is that focus on brand, focus on the long term.
• 33:59
  SPEAKER_00: That's what marketing is best at, and that's what leads to the best results.
• 34:02
  SPEAKER_01: Perfect.
• 34:03
  SPEAKER_01: And Mark, if people are gonna connect with you or find you, um, what can you help them with and where can they find you?
• 34:09
  SPEAKER_00: Yeah, I mean, unsurprisingly, you connect to me on LinkedIn.
• 34:11
  SPEAKER_00: I'm active on LinkedIn all of the time.
• 34:13
  SPEAKER_00: Uh, we can help you with anything to do with LinkedIn, mainly LinkedIn ads, but organic content on LinkedIn as well.
• 34:18
  SPEAKER_00: We've also got our own podcast if you're interested in learning more about how LinkedIn can help you.
• 34:22
  SPEAKER_00: It's called the LinkedIn Ads Insider.
• 34:24
  SPEAKER_00: So that's on YouTube.
• 34:25
  SPEAKER_00: You can search for it on LinkedIn as well.
• 34:27
  SPEAKER_00: But uh yeah, that's the best way to connect with us.
• 34:29
  SPEAKER_01: Perfect.
• 34:29
  SPEAKER_01: Mark, it's been very insightful talking to you today.
• 34:32
  SPEAKER_01: I really appreciate your time.
• 34:33
  SPEAKER_01: Thanks for coming on.
• 34:33
  SPEAKER_00: Pleasure.
• 34:34
  SPEAKER_00: Thanks for having me on.