T H E B 2 B PA RT N E R O F C H O I C E
The Case for LinkedIn:Your B2B Partner of Choice
1 B2C is fundamentally different from B2B
2 LinkedIn’s strengths are uniquely suited to B2B
3 LinkedIn makes it easy for agencies to succeed in B2B
Reasons B2B is Different From B2C
4
Let’s Compare Two Iconic Brands: Coca-Cola and IBM Selling soda and selling servers is fundamentally different
CLOUD SERVERSSODA
SIMPLE COMPLEX
The B2B Buying Process Is Much More ComplexYou buy Coca-Cola when you feel thirsty, you hire IBM after extensive research
1
EXPERTISE
To Manage Complexity, Buyers Look To ExpertsYou buy Coca-Cola because you like the brand, you buy IBM because you trust the brand
2
ENTERTAINMENT
That Expertise Needs To Reach Targeted AudiencesAnyone is qualified to buy a can of Coca-Cola, very few individuals can hire IBM
3
MASS REACH TARGETED REACH
TARGETED BUYER
Targeted Audiences Are Valuable & In High DemandIBM’s audience is much smaller but has much greater purchasing power
4
Moms Chief Information Officers
85,000,000
34,000$200,000
$20,000,000
Purchasing Power Audience Size
The right data can help youmanage B2B’s complexity
LinkedIn Offers The World’s Most Valuable B2B Data It’s a win-win: advertisers and members both benefit
IndustryFunctionCompany
Company SizeOccupationSeniority
TitleGeo
ConnectionsGroup Membership
L I N K E D I N M E M B E R D ATA
Ways to Succeed Using LinkedIn’s Data Set
4
Buying Journey: Use Data To Identify Your BuyerCompanies that build personas are 2.4X more likely to exceed revenue goals
1
Expertise: Use Data To Understand Buyer’s Needs7-10 pieces of content are consumed before the buying decision is made
2
Offshore DrillingClimate Change
ReservesEnergy Efficieny
Energy ConservationRenewable EnergySustainable Energy
Smart MeteringSmart Grid
Energy Audits
Oil & Energy EngagementClicks + Likes + Comments +
Shares
Information Technologyand Services
ComputerSoftware
TelecommunicationsMarketing &Advertising
FinancialServices
Industry
Senior
Director
Manager
VP
Entry
Seniority
Reach: Use Data To Target The Right BuyersWe reach two out of every three professional globally3
22MProfessionals on LinkedIn
2.8MDecision Makers
940,000Opinion Leaders
1.6MMass Affluent
260,000C-Level Executives
300,000IT Decision Makers
Value: Use Data To Prove Ad EffectivenessCost Per Lead for Sponsored Content is 28% less than Google AdWords
LinkedIn (A) DSP (B) Publisher (C) Publisher (D) Network (E) Publisher (F) Publisher
60%
26%
39%
26%18%
27% 28%
Percentage Delivered to SMBs
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No Other Partner Checks All The Right BoxesOur competitors can’t offer this to agencies
Partner Professional Data Business Context Newsfeed Products
LinkedIn ✓ ✓ ✓
Facebook ✓
Twitter ✓
NYTimes ✓
WSJ ✓
Dun & Bradstreet ?
Resting Our Case
The Case for LinkedIn:Your B2B Partner of Choice
1 B2C is fundamentally different from B2B
2 LinkedIn’s strengths are uniquely suited to B2B
3 LinkedIn makes it easy for agencies to succeed in B2B
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