The document makes the case that LinkedIn is the best partner for B2B marketing. It argues that B2B buying is more complex than B2C, involving extensive research. LinkedIn has uniquely valuable data on B2B professionals that allows advertisers to understand buyer needs, precisely target the right audiences, and prove ad effectiveness. No other partner can offer professional data, business context, and tools to help agencies succeed in B2B like LinkedIn.

1. T H E B 2 B PA RT N E R O F C H O I C E

2. 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

3. Reasons B2B is
Different From
B2C
4

4. Let’s Compare Two Iconic Brands: Coca-Cola and IBM
Selling soda and selling servers is fundamentally different
CLOUD SERVERSSODA

5. SIMPLE COMPLEX
The B2B Buying Process Is Much More Complex
You buy Coca-Cola when you feel thirsty, you hire IBM after extensive research1

6. EXPERTISE
To Manage Complexity, Buyers Look To Experts
You buy Coca-Cola because you like the brand, you buy IBM because you trust the
brand
2
ENTERTAINMENT

7. That Expertise Needs To Reach Targeted Audiences
Anyone is qualified to buy a can of Coca-Cola, very few individuals can hire
IBM
3
MASS REACH
TARGETED
REACH
TARGETED
BUYER

8. Targeted Audiences Are Valuable & In High Demand
IBM’s audience is much smaller but has much greater purchasing power4
85,000,000
34,000$200,000
$20,000,000
Moms Chief Information Officers
Purchasing Power Audience Size

9. The right data can help you
manage B2B’s complexity

10. LinkedIn Offers The World’s Most Valuable B2B Data
It’s a win-win: advertisers and members both benefit
Industry
Function
Company
Company Size
Occupation
Seniority
Title
Geo
Connections
Group Membership
LIN K E D IN M E M B E R D ATA

11. Ways to Succeed
Using LinkedIn’s Data
Set
4

12. Buying Journey: Use Data To Identify Your Buyer
Companies that build personas are 2.4X more likely to exceed revenue goals1

13. Expertise: Use Data To Understand Buyer’s Needs
7-10 pieces of content are consumed before the buying decision is made2
Offshore Drilling
Climate Change
Reserves
Energy Efficieny
Energy Conservation
Renewable Energy
Sustainable Energy
Smart Metering
Smart Grid
Energy Audits
Oil & Energy Engagement
Clicks + Likes + Comments + Shares
Information Technology
and Services
Computer
Software
Telecommunications
Marketing &
Advertising
Financial
Services
Industry
Senior
Director
Manager
VP
Entry
Seniority

14. Reach: Use Data To Target The Right Buyers
We reach two out of every three professional globally3
Professionals on LinkedIn
2.8M
Decision Makers
940,000
Opinion Leaders
1.6M
Mass Affluent
260,000
C-Level Executives
300,000
IT Decision Makers

15. Value: Use Data To Prove Ad Effectiveness
Cost Per Lead for Sponsored Content is 28% less than Google AdWords
60%
26%
39%
26%
18%
27% 28%
LinkedIn (A) DSP (B) Publisher (C) Publisher (D) Network (E) Publisher (F) Publisher
Percentage Delivered to SMBs
4

16. No Other Partner Checks All The Right Boxes
Our competitors can’t offer this to agencies
Partner Professional Data Business Context Newsfeed Products
LinkedIn ✓ ✓ ✓
Facebook ✓
Twitter ✓
NYTimes ✓
WSJ ✓
Dun & Bradstreet ?

17. Resting Our Case

18. 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