The Skai 5: Five Questions with Jessy Jacques, Senior Partner Manager from LinkedIn Ads

We are happy to share that Skai recently joined the LinkedIn Marketing Partner Program. 

This edition of the LinkedIn Ads platform, with 930+ million members, to Skai’s offering, solidifies itself as the leading omnichannel marketing platform for advertising on performance media channels, including search, social, retail media, and app stores. In the announcement, Skai’s Executive Vice President of Business Development, Paul Vallez, shared some insight into where LinkedIn fits into Skai’s market approach:

Having an omnichannel strategy is integral to a successful digital marketing program. We’re proud to bring LinkedIn support to our clients so they can continue to manage and report on all of their advertising channels on our platform, enabling them to scale their programs and reach customers at every touchpoint relevant to their business.

With Skai, marketers can maximize the potential of their LinkedIn Ads campaigns through various tools, including bulk editing to bids, budgets, and ads, custom metrics and scheduled reports, and automated budget tracking. These capabilities will help to streamline the management process for critical tasks like bulk editing, bids, budgets, and ads. Customizable dashboards help marketers understand pacing trends, while custom metrics and scheduled reports provide valuable insights for data-driven decision-making.

Skai offers audits and experiments that enable marketers to fine-tune their campaigns for optimal performance. Automated budget tracking ensures that campaigns stay within allocated resources, and customized automated alerts and notifications keep marketers informed of important changes or milestones.

By integrating omnichannel insights across social publishers and channels, Skai empowers marketers to develop a comprehensive understanding of their advertising efforts and make informed decisions to optimize their LinkedIn Ads campaigns.

Five Questions with LinkedIn’s Jessy Jacques, Senior Partner Manager

A vision-driven change agent with a record of creating digital advertising and marketing initiatives for leading organizations, Jessy Jacques is a Senior Partner Manager at LinkedIn. As a growth-focused thought leader, Jessy's expertise spans branding, communications, outreach, collateral design, and cross-functional collaboration.

What industry trends should we expect in the next decade?

The marketing landscape has undergone significant changes in recent years, driven by key factors, as the shift in buyer behavior toward online shopping. As more consumers opt for the convenience and variety offered by ecommerce, businesses must adapt their marketing strategies to engage and retain customers in a highly competitive digital marketplace. 

Additionally, according to a recent McKinsey report the complexity of channel management is becoming a serious challenge. Over the past five years, the average number of channels consumers use to make purchase decisions has doubled. This proliferation of channels—which includes social media platforms, retail media, and app marketing—presents both challenges and opportunities for marketers. Businesses have more ways to engage users but must now navigate a more complex ecosystem and develop multichannel strategies to reach them.

Regardless of the changes, marketers continue to do what they always do—adapt. One of those key ways is a resurgence in brand building. According to The B2B Institute, LinkedIn's think tank, B2B marketers are expected to allocate 50% of their budget to long-term brand building and 50% to short-term sales activation in the coming years. 

According to The B2B Institute’s B2B Trends: Contrarian Ideas For The Next Decade by 2030, the balance is predicted to tip in favor of the brand as sales activation becomes easier and the brand building becomes more critical. Our data shows companies can maximize growth when 74% of the marketing budget is allocated to brand strategies. This shift in focus will likely result in what we’re calling, The Great Rebranding, with marketers rediscovering that brand building is the path to long-term growth.

What are the main benefits of using LinkedIn Ads for marketers?

With a global user base of over 930 million members, LinkedIn is a powerful channel for both B2B and consumer brands. LinkedIn Ads provide several benefits for marketers, starting with targeting options that allow businesses to reach audiences based on industry, job title, seniority, and other identifiers. Another key advantage of LinkedIn Ads is its reliance on self-reported information provided by users, which forms the foundation of our targeting capabilities. This data is more accurate and reliable than third-party targeting, ensuring that marketers reach the most relevant audiences for their campaigns. This level of targeting ensures that ads are served to highly relevant audiences, increasing the likelihood of engagement and conversion. It also allows marketers to exclude specific identifiers for more precise targeting.

With a deeper understanding of their audience, marketers can develop more effective strategies that cater to their specific needs and preferences.

Moreover, our lead generation capabilities make it an ideal platform for both B2B and B2C marketers looking to grow their businesses

LinkedIn has reminded us that “every marketer is also a consumer.” How can B2C brands benefit from using LinkedIn Ads in their plans?

While LinkedIn offers a wealth of data that helps B2B marketers reach their target audiences with the right messages at the right time, the platform also adds value for  B2C marketers. Data shows that LinkedIn members are more in-market for products and ready to spend, and have an interest in purchasing from a wider range of product categories compared to users on other platforms.

We’ve learned that users believe that engagement on LinkedIn is perceived as safe, leading to higher ad receptivity and an increased likelihood of clicking on ads. Members trust the content on LinkedIn more than on any other platform and view their engagement on the site as an investment in themselves according to LinkedIn’s B2B Playbook. 

These unique attributes—audience quality, receptivity, and value—position LinkedIn as an excellent platform for B2C marketers aiming to reach their target audience and achieve meaningful business results.

What are the advantages of the LinkedIn Marketing Partner Program?

The LinkedIn Marketing Partner Program offers numerous benefits to advertisers aimed at streamlining their marketing efforts and driving success. By reducing manual processes, our partners help brands save time and ensure more accurate planning and targeting at every stage of the sales funnel. Furthermore, technology can facilitate the orchestration of marketing strategies across multiple channels, leading to a more cohesive and effective approach.

A key advantage of using our partner’s platforms is the in-depth understanding it can provide of campaign performance, which is vital for optimization and overall success. In fact, 1 in 3 LinkedIn Ads customers uses a partner, virtually all top spenders engage with a partner, and a partner touches 58% of all leads.

The Marketing Partner Program supports businesses in their marketing journey, including planning, insights, content creation, audience targeting, execution, tracking, and measurement. This comprehensive support empowers businesses to maximize their marketing potential on LinkedIn and achieve their goals.

How does the Skai + LinkedIn Integration benefit marketers?

Skai's integration with LinkedIn allows marketers to manage campaigns efficiently and at scale. The integration automates control of bids and budgets, executes A/B tests and experiments, audits campaigns for proper setup, and provides report automation and pacing monitoring. This results in deeper, actionable insights and full control over campaign performance.

By integrating with LinkedIn's Ad Analytics API, Skai clients receive key insights which help them make the most of their LinkedIn ads experience and ensure their campaigns perform effectively.

Overall, the Skai + LinkedIn integration gives marketers the tools to manage their campaigns efficiently, stay informed about performance, and make data-driven decisions to optimize their advertising strategies on LinkedIn.

For more information visit www.dhirubhai.net/company/skaicommerce 

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