Hammock Reading
Hey, happy summer!
I’m excited to bring you the July issue of IN THE KNOW newsletter tailored for Nordic agencies. A source for news, events, insights, product updates and more from LinkedIn.
Before we dive in let’s take a look at the ?? three things you need to know:?
1. We recently premiered, Everybody’s Business, a? 30-minute documentary, directed by Oscar-winning director Ben Proudfoot, at Cannes Lions. Now you can watch the inspiring story of B2B marketing’s evolution from the comfort of your home.
2. Our second annual B2B Marketing Benchmark, The B2B Marketer of Tomorrow, was conducted in partnership with Ipsos and surveyed about 2,000 senior-level B2B marketing leaders, from CMO to senior-manager level across the US, UK, Germany, France, India, Australia, Singapore and Brazil. The report aims to answer questions and provide guidance on how B2B marketers can build the more-nimble team of tomorrow.
3. The B2B Institute’s newest report, The Three Drivers of Financial Value synthesizes decades of academic research into a powerful framework to articulate how marketing drives financial success, so you can advocate for bigger budgets. The report outlines how B2B marketers can use language and concepts that are familiar to investors and finance professionals to convey why marketing is a critical growth center. Read the full report to:
?? Articulate why effective marketing is central to revenue growth.
?? Identify ways that marketing can drive pricing power to increase profit.
?? Understand how effective marketing can improve risk management.
Discover our full range of agency resources and tools available to you on our LinkedIn for Agencies page.
From technology and strategy to skill development and DEI, check out the standout priorities for B2B marketing organizations in the year ahead.
Check out this educational eBook featuring 17 marketing partners, 4 customer success stories, 9 quotes from customers, and our new measurement solutions, Revenue Attribution Report and Conversions, to guide you on how to take your measurement to the next level.
A full-funnel strategy is what puts the ‘marketing’ in content marketing. Without a solid strategy, the most brilliant content imaginable can’t connect to its audience and prompt them to take action.?
The fact remains that video is one of the most effective forms of B2B marketing. On platforms like LinkedIn, video can get B2B brands some of the best results up and down the funnel. But why should marketers limit their most effective assets to one or two platforms?
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WPP and IBM have announced the launch of a new B2B solution powered by IBM’s AI and data platform watsonx designed to reinvent how B2B marketers identify and engage clients and prospects across the buying journey. Penry Price, Vice President at LinkedIn, said: “With success in B2B requiring customers to reach between 6 to 10 stakeholders, building relationships and ‘collective confidence’ among the entire buyer group is key.?We are looking forward to working with WPP and IBM to determine how our unique knowledge of buyer groups can help inform WPP Open for B2B and help clients deliver more effective advertising campaigns.”
With Sponsored Articles & Newsletters, you can promote a LinkedIn Article or Newsletter published natively by your brand, employees, or thought leaders to drive more engagement, subscribers, and qualified leads for your business. More inspiration and getting started guide here
We understand the importance of measuring and reporting on the impact of your advertising efforts. At LinkedIn, we are committed to delivering measurement solutions that meet or exceed industry standards. We are pleased to share that we have improved our measurement methodology for Video and Sponsored Messaging campaigns that serve on LinkedIn.com and in the LinkedIn mobile app to better align with industry standards.?
Starting mid-July, in-feed Video ads that serve on LinkedIn.com and in the LinkedIn mobile app will begin reporting impressions and clicks only if they are generated from video ads that began to play. This will likely result in a decrease of Video ad impressions and clicks across all campaigns. For Sponsored Messaging campaigns, sends and opens will no longer be counted towards “Impressions” and “Clicks,” respectively.
We’re continuing to host Live Training sessions built to provide you with the educational resources required to sharpen your LinkedIn marketing skills and drive success. The sessions cover a range of topics and you can register for them individually based on your needs and schedule.
You will find a number of sessions running for the different live workshops on offer when you click on the links:
You can also use the same links to view other sessions running in different time zones and register if those events are more convenient.
I hope you enjoy this month’s issue and as always, please do not hesitate to reach out to me with any questions.
Niclas Prenker
Head of Agency, Nordics
LinkedIn Marketing Solutions