B2Brilliant – are you ready to make B2B all it can be?

B2B brands power much of the world’s economy, and as the B2B space continues to garner more attention, the stage is set for a creative revolution. Signs of it are everywhere – 81% of senior B2B marketers globally believe B2B brands are increasingly producing creative campaigns that rival consumer brands.* The companies that are ready to meet the moment and join the revolution will have the advantage as it takes off.

Today we’re delivering new offerings to help you do your best creative work, execute campaigns with ease and seamlessly manage relationships with your customers and clients.

Unleash your creative confidence

When folks outside of B2B think about our work, they might think of uninspiring emails, pedantic slide decks, or a lot of jargon – certainly not the creative heights of the finest ad campaigns. It’s time we prove them wrong. Because the truth is, “creative confidence” in B2B is growing (82%). And 89% of marketers recognize that brand building is just as important for long-term growth in B2B as it is in B2C.

To help you on your creative journey, today we’re introducing a new consultancy that brings together academic research and first-party LinkedIn data to bolster your long-term brand building. It’s called B2B Edge.

Your customers’ buying decisions are relationship-heavy, group-based and realized over a long purchase cycle. This new service will provide resources and intelligence to improve segmentation, targeting and market position, as well as optimize creative and media investments. From Oracle to SAS to Workhuman, we’re helping some of the most respected enterprise brands in B2B think about how brand and performance advertising, together, produce the most impactful marketing campaigns.

Plan and execute your brand and advertising strategies with ease 

The easiest place to start on LinkedIn is by creating your company’s Page. And with more than 58 million organizations using Pages every day to engage their communities, we are continuously investing in tools to help drive discoverability of your brand’s content and help define your brand.

Recently, we introduced Newsletters for Pages and already 28 million members have subscribed. And today, we’re rolling out some additional features to make it even easier to catalyze conversation, including @mentions and #hashtags in Articles and Newsletters and the ability to respond to any conversation in the feed as your company’s Page. And, what’s really exciting is seeing how these features are helping marketers, like Kristen, easily manage their Pages.

Starting with connecting your Page brand presence to your paid LinkedIn campaigns, we know that you want simpler tools to manage your entire LinkedIn marketing strategy. That’s why we’re also introducing LinkedIn Business Manager, a new platform for you to centrally manage people, accounts, Pages, and the businesses you work with to make scaled marketing and campaign optimization easier.

And, if you need more specific capabilities to better manage all of your marketing efforts, developer teams can tap into our new content and Marketing APIs to help build faster, predictably manage changes and streamline how you work with LinkedIn.

Propelling business growth with intelligence and expertise 

B2B thrives on data. And as the buying journey grows more complex, you need real-time insights that help you meet buyers where they are and move them from prospect to customer. To make this easier for you and your organization, we are also introducing a new CRM data validation feature and an integration with Gong. 

Powered by our more than 830 million members, Sales Navigator provides real-time information about prospects and accounts. With our latest CRM features, your sales teams can easily validate that the data in their CRM (often viewed as the single-source-of-truth) is up-to-date. And when the time comes to get on the phone with a buyer, our new integration with Gong is there to make the feedback loop as easy as possible so your sales team can be the trusted advisor that buyers want.

Whether your marketing and sales team spans thousands – or if it’s just, you know, you – we know it’s important to have ways to show your expertise. And, our new Product on Profiles feature that we’re gradually ramping along with our new Certified Marketing Experts program gives each of you the opportunity to showcase your acumen while also learning from your peers and unlocking new exclusive benefits.

Let’s make B2B all it can be

Ultimately, succeeding at B2B marketing and sales is not just about one product or one feature, it’s about an ensemble of tools coming together to drive results. And, we’re excited to help you through the entire B2B journey – from establishing your brand with creative advertising to building and maintaining relationships with current and prospective buyers.

As a B2B professional, you power much of the world’s economy. It is our hope that these new services, products and features will make your life a little easier and your jobs even more fulfilling (and maybe even a little more fun). And, if you want to learn a little more about some of today’s news and hear from a few customers, check out our announcement video. We’re really excited to partner to make B2B all that it can be! 

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Methodology

*LinkedIn commissioned YouGov to survey 1,600 senior B2B marketing decision makers in the US, UK, France, Germany, Netherlands, Italy, Spain, UAE, KSA, Brazil, Australia, India and Singapore during April 28 to May 25, 2022. The research was conducted online.