This Week in Marketing: It’s All Personal!

By Tequia Burt , Editor in Chief of LinkedIn Collective and LinkedIn Ads Blog .

We all know the film cliche: The villain has the hero cornered. He’s about to deliver the finishing shot. Before he takes out the hero, he sneers: “It’s not personal. It’s just business.” But that line never rings true, because we know it’s beyond personal — it’s life or death!?

B2B marketing is often considered business rather than personal. And it’s true that making a B2B purchase is rarely a matter of life or death. But it’s certainly a matter of livelihood — it can be the difference between earning credibility or losing it, getting that next promotion or staring down unemployment.?

Simply put: B2B marketing is every bit as personal as B2C, if not moreso. The stakes are high and buyers are emotionally invested.

This week’s roundup features tips on making a personal connection with your B2B buyers through personalization, high-quality content, brand building and more.

Read on for the latest from the LinkedIn Collective and the web at large.?

What to Read

Even Great Demand Gen Can’t Overcome a Lack of Brand Marketing (MarTech): Part of making B2B personal is making sure your potential buyers know and trust your brand, even when they’re not in-market. “The situational awareness of your brand when [buyers] need to solve a problem is as important as the positive perception of it,” says Liam Moroney .

B2B Marketers Are Struggling to Create the Right Content—Here’s Why (MarketingMag): Would you rather reach 10,000 random people, or 1,000 highly-targeted decision makers? Jacqueline Burns shares how to make your content more purposeful and relevant for the right audience.

4 Personalization Tools for Optimizing B2B Websites (Demand Gen Report): In order to be effective, personalized content needs to live on a welcoming website. Kelly Lindenau presents key takeaways from a recent personalization webinar from John Greely and Colin Zealear .

The Multifaceted Modern CMO (LinkedIn Collective): Bridging a personal and a business approach to B2B will be challenging for CMOs. This quick slideshow, based on the 2024 Global Marketing Jobs Outlook report, highlights the trends CMOs need to look out for.

Five Skills That Are Most In-Demand for Marketers (LinkedIn Collective): If you’re in the job market right now, this quick slideshow can help you home in on the skills that make a resume irresistible.

What to Watch

Six Steps to Show Content Marketing ROI to Your Boss

Michael Brenner brings some quick insights for measuring the effectiveness of your content in this 5-minute clip.

What to Know

It’s almost time for the next round of LinkedIn Collective live-panel discussions. The first one explores one of the biggest trends in marketing right now: artificial Intelligence. We use it, we study it, we fear it … but what does it really mean for marketers? Register for Redefining the Role of the Marketer in the Age of AI and attend on Tuesday, June 18th to find out.

Make sure to follow the LinkedIn Collective for more insights.