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How to Take an Account Based Marketing Approach on LinkedIn When You Have a Complex Sale

Many social media and social selling experts say “volume” is the key to success on social media platforms like LinkedIn. In an article in Content Marketing Institute’s magazine, Jonathan Crossfield compares this scattershot “volume” method to a realtor’s flyer marketing efforts. He talks about how once a week, his mailbox contains at least one real [...]

Social Lead Validation: The Missing Ingredient From Most Inbound LinkedIn Marketing Programs

All sales leads are not equal. I know this is something that most sales and marketing leaders understand and it’s why they put lead qualification and validation into most of their sales, marketing, and lead generation programs. They don’t want to waste time and money like the companies that Straight North recently evaluated. For more than [...]

Why You Are Just a Resource & How You’re Failing to Drive Demand With Your Content And Social Media Marketing Efforts

According to a LinkedIn study reported in their Sophisticated Marketer’s Guide to Thought Leadership eBook, 88% of IT buyers said that thought leadership was important or critical in determining their short list of vendors. And, if they did this study with other industries, I’m sure they’d find very similar results. So, why aren’t business, sales, [...]

How a Managed Service Provider Drove Demand on LinkedIn with Prospects Who Previously Ignored Communications

Studies from the Alterra Group show that 97% of marketers report account based marketing approaches have the highest ROI. The IT Services Marketing Association (ITSMA) reports that 85% of marketers who measure ROI describe account based marketing as delivering the highest returns of all other marketing approaches. And, LinkedIn reports that social selling professionals that [...]

New Video From Corporate Visions – The Messaging Impact of Unconsidered Needs

How powerful is a messaging approach based on “unconsidered needs,” versus the more traditional “voice of the customer” model? Corporate Visions partnered with a social psychologist to find out what kind of advantage companies stand to gain by identifying and introducing their prospects to unconsidered needs—the challenges, issues or missed opportunities they don’t yet know [...]

LinkedIn marketing and social selling advice: Stop Being a Wuss on LinkedIn with Your Content & Discussions

If you’ve been following my content, you would have seen that I engage in creating challenger sales and marketing content. For example, my article “CMOs Are Failing to Go Beyond Brand Awareness,” questions the actions of CMOs at organizations like Xerox, Wiley, Lithium, G2Crowd, and XOJet. And, in my recent article, I question the thoughts, [...]

Marketers need to play a stronger sales enablement role on LinkedIn

Earlier this year, LinkedIn set out to determine which departments wield the most influence over B2B buyers across a number of different sectors. Their findings show that overall, marketing has 30% more sway than sales in a typical B2B buying decision and that marketing has 27% more sway than business development. Even though marketers have [...]

Key LinkedIn Marketing and Social Selling Insights From LinkedIn’s Mike Weir

LinkedIn’s Technology Vertical Director, Mike Weir, and Microsoft’s Commercial Communications Director, Alex Bradley recently sat down to chat about the future of marketing, sales, and B2B technology investments. Their discussion, framed against the backdrop of LinkedIn’s research on the IT buying committe explored key insights for modern marketing and sales in technology organizations. Watch this [...]

Are You Articulating Value or Making Things Sounds Like Magic?

Guest Blog Post By: Michael Harris -   After nine years working with companies on sales messaging, I have found that the number one inhibitor to sales and marketing leaders articulating value is that they don’t create enough contrast between the before and afterward picture of investing in their solution. And when they fail [...]

How Social Selling on LinkedIn Needs to Change in 2016

Guest Blog Post By Jasmine Sandler It used to be that being on LinkedIn ensured Quality B2B Networking. The popularity and rapid growth of LinkedIn has ruined its effect as a top B2B networking machine in many ways. LinkedIn in 2015 made 15+ additions in its functionality and acquisitions.  They were made quickly and without any [...]