LinkedIn harnessing the entertainment space
Do you know why we have Netflix, Amazon, Hotstar, Jio, and many other OTT platforms each investing billions of dollars in licensing and producing new content?
And why we have ever-growing connected TV platforms like Roku, Amazon Fire TV, Apple TV, Google/Android TV, and more?
Because we are living in the entertainment era.
We are no longer living in the information era.
This is why books like "The Subtle Art of Not Giving a F*ck" became sensations because they packaged self-help information with solid entertainment right from the title.
Companies that are in tune with where the world is heading are leaving behind those ignoring the new trends.
LinkedIn is one of the smartest companies, and it doesn't just want a piece of what's working – it wants to lead the charge.
In edition #13 of Vik's M.I.X (Marketing. Insights. Exchange), I'm talking about something exciting happening in the world of B2B advertising and more.
Here's what's served up for you today:
LinkedIn harnessing the entertainment space
Putting faces to mysterious IP addresses
Leveraging the power of trusted voices in small niches
Enjoy this healthy, tasty, exciting 3-course meal.
LinkedIn harnessing the entertainment space
You’d probably know, LinkedIn has upped its game with its relatively new offering: Connected TV (CTV) ads.
This is big news for anyone looking to reach decision-makers in a fresh, engaging way.
So, what's the deal with LinkedIn CTV ads? Well, imagine your carefully crafted B2B message playing on smart TVs and streaming devices.
Cool, right? LinkedIn is taking your ads beyond the usual scroll-and-click environment and putting them right in the living rooms of your target audience. Let's break it down:
Source - LinkedIn
Let's break down LinkedIn's new CTV ads in simple terms:
Smart targeting: LinkedIn knows a lot about professionals, right? They're using this info to help you reach the right people. Want to talk to CEOs of small tech firms? You can do that. Looking for HR managers in big companies? That's possible too. It's all about getting your ad in front of the folks who matter to your business.
Easy to set up: Remember how tricky some ad platforms can be? LinkedIn's keeping it simple. Their Campaign Manager lets you create CTV ads without a headache. You can run them on their own or mix them in with your other LinkedIn ads. It's flexible, so you can do what works best for you.
Clear results: Ever wonder if your ads are actually working? LinkedIn's got you covered. They've teamed up with some data experts to show you how your ads are doing. You'll see who's watching, for how long, and if they're taking action. It's like getting a report card for your ads.
Boost for online events: Here's a nice bonus – LinkedIn's also launched Live Event Ads. If you're running webinars or online conferences, these ads can help you get more people to show up. It's a great way to spread the word about your virtual gatherings.
So, what's the takeaway here? It's time to think beyond the LinkedIn feed. CTV ads open up a whole new world of possibilities for B2B marketers.
They're not just another ad format; they're a chance to catch your audience when they're relaxed and receptive.
Ready to give it a shot? Start small. Maybe test a CTV campaign alongside your usual LinkedIn ads.
See how it performs, tweak as needed, and don't be afraid to get creative.
Remember, you're entering the entertainment space now, so make those ads count!
Laser-targeting: Putting faces to mysterious IP addresses
Remember when figuring out who visited your website felt like a guessing game? Those days are fading fast.
New tools are popping up that do more than just tell you someone from Company X stopped by. They're giving us more useful information. It's like finally putting faces to those mysterious IP addresses. And for B2B folks, this is huge.
Take Leadfeeder, for example. This Finnish startup is making waves by connecting the dots between website visits and from which company they are coming from. Imagine knowing that multiple people from IBM visiting your site. Now you can double down on targeting the relevant people in those companies.
Source: Leadfeeder
Then there's Clearbit Reveal. These guys are taking IP address intel to the next level. They're not just telling you a company name; they're dishing out details like company size, industry, and even the technologies they use. It's like having a crystal ball for your ideal customer profile.
But here's where it gets really interesting. ZoomInfo's WebsiteOS is turning anonymous visitors into hot leads. They're using a mix of IP address tracking, behavioural data, and their massive B2B database to give you the names, job titles, and contact info of people visiting your site. It's like having a VIP guest list for your digital party.
Now, you might be thinking, "Isn't this a bit... creepy?" Fair point. But here's the thing: it's all about using this power responsibly.
It's not about stalking; it's about relevance. When you know who's checking you out, you can tailor your approach. No more spray-and-pray marketing. You're having conversations, not shouting into the void.
And the results? They're speaking for themselves. Codecademy, the online learning platform, saw a huge jump in conversions after implementing 6sense's account identification technology.
They were able to personalize their outreach based on visitor behaviour, and boom – more signups.
Or take Snowflake, the cloud data platform. They used Demandbase to identify high-value accounts visiting their site. They knew exactly who to focus on and how to talk to them.
But here's the kicker – this tech is evolving fast. We're seeing AI and machine learning entering the mix, promising even more accurate identification and insights.
The future? It's not just about knowing who visited, but predicting who will visit next and what they'll want to see.
So, what's the takeaway? If you're in B2B and you're not looking into these visitor identification tools, you're leaving money on the table.
Start small. Try out a platform like Leadfeeder or Clearbit Reveal. See how it changes your approach to lead generation and customer engagement.
Remember, though – with great power comes great responsibility. Use these insights to be helpful, not pushy. It's about creating value, not just making sales.
In my view, this is the future of B2B marketing. It's about turning anonymous traffic into meaningful conversations. It's about being proactive, not reactive. And most importantly, it's about understanding your customers better than ever before.
So, are you ready to unmask those mystery visitors? Trust me, your sales team will thank you.
Leveraging the power of trusted voices in small niches
Let's chat about the rising star in our world: influencer marketing. Yeah, you heard that right. It's not just for Instagram models anymore.
Think about it. When was the last time you made a big business decision without asking around first? That's influencer marketing in action, folks. It's all about trust and expertise.
Take IBM, for example. They've been crushing it with their "IBM Influencer" program. They're not chasing likes; they're building relationships with tech experts who really get their stuff.
These influencers create content that speaks to IBM's audience in a way that traditional ads just can't match.
Or look at Salesforce. They've turned their Trailblazer community into a powerhouse of influence.
These aren't paid celebs; they're real users sharing their experiences. And guess what? It works. Salesforce's brand trust is through the roof.
But here's the kicker: it's not just about follower count. Analytic's 2023 report shows that 76% of B2B marketers now focus on micro-influencers.
These are the folks with smaller, but super-engaged audiences. They're the trusted voices in niche communities.
And get this: LinkedIn's not just for job hunting anymore. It's becoming a hub for B2B influencer marketing. The platform saw a 100% year-over-year increase in creator activity in 2022. That's a goldmine of potential influencers right there.
Now, you might be thinking, "Sounds great, but how do I actually do this?" Start small. Find the voices your customers already trust.
Look for experts who align with your values. It's not about paying for shoutouts; it's about building genuine partnerships.
Take Adobe's approach. They created the "Adobe Insiders" program, partnering with creative professionals who use their products.
These insiders share tips, tricks, and real-world applications. It's authentic, it's helpful, and it drives brand loyalty like crazy.
Here's my take: B2B influencer marketing is about to explode. It's not a fad; it's the future of how businesses build trust and showcase expertise.
But remember, it's a long game. Focus on relationships, not just reach.
So, what's your next move? Start by identifying the thought leaders in your industry. Engage with their content.
Share their insights. Build those connections. And when the time's right, explore collaboration opportunities.
Trust me, your audience is already listening to someone. Make sure those voices are amplifying your message too. It's time to put the human touch back into B2B marketing. Are you ready to influence the influencers?
Well, that's a wrap on edition #13 of Vik’s M.I.X (Marketing. Insights. Exchange).
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If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
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