Trick or B2B ??

Hey,

I’m excited to bring you the autumn issue of IN THE KNOW newsletter tailored for Nordic agencies. A source for news, events, insights, product updates and more from LinkedIn.

?? Three things you need to know:

1. [Research] Better, Bolder B2B Branding How Marketers Can Unlock The Biggest Opportunity in B2B. To uncover the secrets to building breakthrough B2B ads, the B2B Institute teamed up with MediaScience to conduct one of the most robust B2B advertising attention and memory research studies to-date. The findings underscore why better, bolder and more distinctive branding is the biggest untapped opportunity in B2B marketing. Download the full report for a comprehensive analysis of the findings, including which branding tactics drive higher attention and stronger recall. Read more.
2. [eBook] Take Your LinkedIn Audience Targeting Strategy to the Next Level As a B2B marketer, you understand the importance of properly managing and optimizing ad campaigns to deliver measurable and meaningful results. Discover how to sharpen your audience targeting strategies by merging your data with LinkedIn's Marketing Partner integrations, for reaching a rich and robust audience at scale. Learn more.
3. [Report] B2B Marketing Trends in Financial Services Competition among payments providers is intensifying as the increasing digitization of currency attracts a flood of new market entrants. This presents opportunities but also makes it more challenging to attract buyers’ attention. To help payments providers understand how the buying process is evolving, LinkedIn commissioned a global survey of 350 executives who influence purchasing decisions. Read the report.

I hope you enjoy the read! As always, please don’t hesitate to reach out with any questions.

B2Believe coming to Stockholm for the first time, Nov 13th.

B2Believe is coming to Stockholm - Linkedin’s flagship marketing event, that aims to bring together a dynamic assembly of industry visionaries and innovators. Launched in 2022 in San Francisco, B2Believe traveled to London for the first time a couple of weeks ago and offered attendees a glimpse into the future of B2B marketing through a series of inspiring keynotes, panel discussions and interactive sessions.?View the recap below or read for more on the B2B marketing insights spotlighted at LinkedIn's B2Believe London.

EVERYBODY'S BUSINESS This globetrotting short documentary from LinkedIn and two-time Oscar-winning director Ben Proudfoot will change the way you think about B2B marketing.

“Beautifully captures the untold story of B2B’s profound impact on the world ... and the exciting opportunity for creativity to fuel growth and momentum. Indeed 'this is B2B's decade!” Kristin Fallon, CMO, Bentley Systems

Following legends and luminaries of B2B marketing like Tom Stein, Andisa Ntsubane, Camila Valverde and others, the film takes us back to 1956 for the first Grand Prix winner in Cannes (a B2B film!) to the future of the field where the creative sky's the limit, and the direction of the world is at stake. Watch the trailer below and visit the Everybody′s Business landing page for the full 30 min film and learn more.

LinkedIn Agency Connect - LinkedIn coming to Oslo and Helsinki

We are delighted to invite you to this agency only event to join the LinkedIn team for a peer-to-peer morning session where we will delve into demonstrating ROI through LinkedIn’s measurement solutions, working smarter with AI, build your brand with Video and discovering the next product features rolling out.?

RSVP - Helsinki, Nov 5th, 9.00-12.00 EET

RSVP - Oslo, Nov 5th, 8.30 - 11.30 CET

Seats are limited, so please register ASAP. Seats will be allocated on a first come, first served basis.

[New Playbook] Leveraging LinkedIn's Attribution Report to Prove the Value of Your Marketing To help you bring clarity and actionable insights to your marketing efforts, we’ve created a powerful tool called LinkedIn's Revenue Attribution Report (RAR). Using the Revenue Attribution Report allows you to go beyond simply tracking the last touchpoint, giving you a deeper understanding of how your marketing efforts on LinkedIn are building your pipeline and, ultimately, impacting revenue. Read this article and download our new Getting Started Guide to better understand why attribution is important for marketers, how to measure using our new RAR tool, key metrics to track, and best practices. Learn more.?

LinkedIn Accelerate is Now Available in Public Beta to All Advertisers Globally Accelerate campaigns harness the power of AI to find the right combination of targeting, creative, bidding and placement based on simple inputs. In a study of 29 A/B tests, Accelerate campaigns drove a 42% lower cost per action compared to advertisers’ Business as Usual Classic campaign. Learn more.

Block Lists Now Available for Right Rail Ads As part of our ongoing efforts to provide advertisers with trusted experiences on LinkedIn, we are launching block lists for entities on LinkedIn. This solution empowers brands with choice and control, allowing you to block profiles or pages that do not align with your brand’s needs. Once an advertiser creates and applies a block list, ads from that campaign will not show in the right rail adjacent to blocked pages or profiles. (Note: This is available for desktop only.) Learn more.

Company Engagement Report -> Companies In October 2024, the Company Engagement Report will be gradually replaced by Companies. Companies will uplevel the value you get from CER today by aggregating data across all target accounts, providing more metrics for effective measurement and prioritization, and enabling multiple time ranges. Including company lists + any companies reached by your organic and paid efforts. Learn more.

Sponsored Messaging is coming to the EU Mid-October In August, we enabled members in the EU to specify the type of ads they would like to receive in their LinkedIn inbox: Sponsored Messaging ads or banner ads above the inbox. Starting mid-October 2024 (100% ramp end of Oct), we will support EU targeting for Sponsored Messaging conversation and message ad campaigns. Learn more.

For more product updates, check out our recent releases.

[in]novate Webinar: Balancing Organic & Paid for Maximum Revenue Impact (Nov 6, 12.00 CET)

You’ve got questions about organic and how to leverage your organic social to fuel paid — we’ve got answers! In this session focused on organic and paid social, we’ll help you ensure you’ve got the right foundation with your organic content and can seamlessly build on your organic efforts with a paid marketing strategy. We’ll explore real world examples that work, and ways to accelerate your efficiencies with GenAI - Register.

Manufacture Inspire: Content Best Practices (Nov 26, 11.00 - 12.00 CET)

Effective creativity: sounds complicated, but it's not!?

In this masterclass, tailored to the manufacturing landscape, you will learn the key pillars of successful content marketing on LinkedIn and how you can unleash the full potential of any brand with 6.5 creative principles. Look forward to exciting best practices and practical first-hand insights - Register.

New:?The Accelerate Workshop?(Nov 6, 10.30 CET & Dec 3, 16.00 CET)

LinkedIn is introducing its first ever fully automated AI-driven campaign creation and management experience: Accelerate Campaigns. The product is designed to maximize ROI and save time by continuously optimizing campaign creative, targeting, placement, and bidding. Starting simply with a URL for what you are advertising, Accelerate campaigns automate campaign setup and optimization to maximize results while saving you time so you can focus on strategy and creative thinking.?

In this instructor-led, interactive workshop, you will discover the fundamentals of getting started with LinkedIn's Accelerate campaigns - Register

More trainings on different topics:

Reporting and Analytics for LinkedIn Ads?(Oct 30th, 12.00 CET) - Register

Upskill on LinkedIn Measurement (Oct 31st, 12.00 CET) - Register

Brand Building with LinkedIn (Nov 12, 15.00 CET) - Register?

Account Based Marketing (Nov 20th, 12.00 CET) - Register

LinkedIn's Marketing latest AI advancements (Nov 21st, 12.00 CET) - Register

Next-Level Account-Based Marketing (Dec 3rd, 12.00 CET) - Register

Certification Days - Join an exclusive network of LinkedIn Certified Marketers, unlocking access to events, badges and more. This is what you need to do. Take the three certifications online (we are offering virtual certification days below for two of them).

1. LinkedIn Advertising Foundations Certification, launching a successful LinkedIn advertising campaign, optimizing targeting, and reporting.
2. EMEA Virtual Marketing Strategy Certification Day, November 14th from 10.00 - 13.00 CET
3. EMEA Virtual Content and Creative Certification Day, December 4th, 10.00 - 13.00 CET
4. Pass all three Certification exams to become a part of the LinkedIn Marketing Insiders network and unlock a range of benefits and later be able to apply for the LinkedIn Marketing Expert Program that opens up once a year (Aug 2025).

>>>> Join our Certification Days from October to December 2024 and be one of the first 100 LinkedIn Certified Marketing Insiders to win exclusive LinkedIn swag!

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