How to Use LinkedIn for Account-Based Marketing

WEBVTT 1 00:00:05.040 --> 00:00:08.520 Welcome back to GDP growth. I'm Dan Sanchez with sweet Fish Media, and 2 00:00:08.520 --> 00:00:12.430 today I'm joined again by Tiffany Heiple, who is the sales manager at 3 00:00:12.430 --> 00:00:17.660 LinkedIn. We talked not long ago about how to e don't know, manage imbalance, 4 00:00:17.670 --> 00:00:22.270 family life with work. And now I haven't are back to talk about. Lincoln 5 00:00:22.280 --> 00:00:26.700 is offering a B M Solutions. As you know, we're on a Siri's to dive deep 6 00:00:26.700 --> 00:00:30.480 into account based marketing. I've been learning a lot as a guy coming from B 7 00:00:30.480 --> 00:00:34.670 to C. It's been very enlightening to me to jump in to be to be learned about 8 00:00:34.670 --> 00:00:38.640 how this whole thing is evolved where it's come from. I've talked to multiple 9 00:00:38.640 --> 00:00:42.520 vendors practitioners, but I'm excited to talk to Tiffany today because 10 00:00:42.530 --> 00:00:47.380 Lincoln a smudges they advertise. It is not usually the first vendor or 11 00:00:47.390 --> 00:00:50.770 solutions provider out there. When people are talking about account based 12 00:00:50.770 --> 00:00:53.640 marketing, you usually hear about the big software companies that are 13 00:00:53.640 --> 00:00:57.560 pioneering the category. But it was thought to be fun to talkto linked in 14 00:00:57.560 --> 00:01:02.380 the social network and advertising provider for many about what they offer 15 00:01:02.380 --> 00:01:05.519 and what we can use linked in for I know we use that a lot ourselves, That 16 00:01:05.519 --> 00:01:09.750 sweet fish media, even just for the free, like organic version. Just 17 00:01:09.760 --> 00:01:13.280 finding the key accounts and reaching out to people. But I'm excited to talk 18 00:01:13.280 --> 00:01:18.990 today about what we possibly could be doing in addition to that already. So, 19 00:01:18.990 --> 00:01:23.230 Tiffany, before we dive into, like, all the things that linked Incan do, tell 20 00:01:23.230 --> 00:01:27.900 us a little bit about how you see a B m. Sure. First of all, Dan, thanks for 21 00:01:27.900 --> 00:01:34.660 having me. I'm very excited to be here, so I think of a B. M and I, as I was 22 00:01:34.660 --> 00:01:38.510 telling you earlier that I don't believe that I should be able to 23 00:01:38.510 --> 00:01:42.330 explain anything unless I can explain it. Simply don't explain it simply, I 24 00:01:42.330 --> 00:01:46.380 don't understand it. So to me, A B M is ultimately what sales people have been 25 00:01:46.380 --> 00:01:50.220 doing forever. It is looking at your book of business the way we salespeople 26 00:01:50.220 --> 00:01:54.210 dio looking at your book of business. Determining which ones have the most 27 00:01:54.210 --> 00:01:57.850 opportunity are the lowest hanging fruit. Which ones need a little more 28 00:01:57.850 --> 00:02:02.350 time? Which ones need some nurturing on which ones air far off, prioritizing 29 00:02:02.350 --> 00:02:05.510 those and saying Great. I'm gonna prospect into this one. I'm going to do 30 00:02:05.510 --> 00:02:09.660 a demo with this one. I'm going to put this one into a drip campaign and that 31 00:02:09.660 --> 00:02:14.490 one I'll get to those guys in a bit. And so to me that is ultimately what 32 00:02:14.490 --> 00:02:18.020 account based marketing is, except for on the other end, where its sales you 33 00:02:18.020 --> 00:02:22.510 used to be like people. It's accounts. And so to me, I have to humanize the 34 00:02:22.510 --> 00:02:27.750 accounts and say, Okay, what accounts are ready for me right now? What 35 00:02:27.750 --> 00:02:32.820 accounts need a little bit of nurturing and what accounts are a little bit ways 36 00:02:32.820 --> 00:02:35.970 away and probably just need a very high level awareness and need to know I 37 00:02:35.970 --> 00:02:41.700 exist? So that, to me, is account based marketing? I mean, that seems to be 38 00:02:41.700 --> 00:02:45.110 like the trend, like sales has been on this train for a long time. B two B 39 00:02:45.110 --> 00:02:48.620 marketing is finally getting on as a B to see God and even know this was a 40 00:02:48.620 --> 00:02:53.210 thing, because even my limited sales experience selling to consumers, there 41 00:02:53.210 --> 00:02:57.260 are no accounts. You don't really know who the people are until they've called 42 00:02:57.260 --> 00:03:01.920 in or walked into a store or you have their contact information. Somehow you 43 00:03:01.920 --> 00:03:04.300 don't know who these people are. I guess I guess the old school way is 44 00:03:04.300 --> 00:03:09.890 just to get the Yellow Pages and just cold. Call the list. But you had no way 45 00:03:09.890 --> 00:03:13.290 of knowing anything about them other than their name and phone number, right? 46 00:03:13.300 --> 00:03:17.080 Right. But I think what's interesting is, and I did the same thing like I did 47 00:03:17.080 --> 00:03:22.180 sales to consumer. You still buck. It'd those consumer buckets where you were 48 00:03:22.180 --> 00:03:27.990 like All right, My talk track for this person who is Ah, Mom of Young to kids 49 00:03:27.990 --> 00:03:32.070 is going to be a different talk track than this person who is the C. M. O of 50 00:03:32.070 --> 00:03:39.190 a company and is currently Super time strapped and doesn't want the details 51 00:03:39.190 --> 00:03:43.080 and my talk track for it. So, like, we actually did do it. And I think that's 52 00:03:43.080 --> 00:03:45.820 the jump I had to make in my head when I started thinking about a B M 53 00:03:45.820 --> 00:03:50.920 marketing was, Oh, okay. So basically, the way I used to treat people or 54 00:03:50.920 --> 00:03:55.880 prospects is the way we're now thinking about accounts. And ultimately it's 55 00:03:55.880 --> 00:03:59.660 like we're just parting that whole sales funnel that we used tohave and 56 00:03:59.660 --> 00:04:03.510 marketing is taking a piece of that now and then handing it back to us when 57 00:04:03.510 --> 00:04:06.840 it's time to actually close. So I see what you're saying there. But it sounds 58 00:04:06.840 --> 00:04:11.240 like you didn't mean that you are customizing it or like personal izing. 59 00:04:11.240 --> 00:04:15.550 It does that make sense. It's kind of a different shades there between the two. 60 00:04:16.140 --> 00:04:21.060 Totally So I think customized and personalized, right? Like if I was 61 00:04:21.060 --> 00:04:25.580 targeting obviously health care with a solution, I was going to pitch it 62 00:04:25.580 --> 00:04:29.310 differently, and I was going to prospect differently than if I was 63 00:04:29.310 --> 00:04:33.860 targeting auto. And then once I met those people and have that conversation 64 00:04:33.860 --> 00:04:37.350 with them, I was also going to personalize it differently contingent 65 00:04:37.350 --> 00:04:40.560 on who those people were. So I think that's interesting. You say that 66 00:04:40.560 --> 00:04:44.710 because I think the customizing pie is the A B M piece right now, whereas the 67 00:04:44.710 --> 00:04:47.790 personalizing part, once they get in the door, is still going to live with 68 00:04:47.790 --> 00:04:51.590 sales to figure out. Who is that human, and how do I connect with them? Oh, 69 00:04:51.590 --> 00:04:55.230 unless you start a podcast and invite them to be a guest on your show, then 70 00:04:55.230 --> 00:04:59.100 marketing could start entering the personals section. That's what we Dio. 71 00:04:59.110 --> 00:05:05.480 So that's the one place I get to do it as a marketer. Talk to guest. I love it. 72 00:05:05.490 --> 00:05:09.120 I know I'm I'm very impressed with people who run podcast. People always 73 00:05:09.120 --> 00:05:13.880 say, like If you do podcast like I don't know, man, like I love listening 74 00:05:13.880 --> 00:05:17.710 to all of them. I used to listen to a lot of them, and I didn't realize how 75 00:05:17.710 --> 00:05:21.510 easy it was. It's just like having people on zoom meetings, right? I mean, 76 00:05:21.520 --> 00:05:25.360 you and I are on a different device other than Zoom, but it's very similar. 77 00:05:25.640 --> 00:05:30.110 Oh, yeah, I guess so. So with LinkedIn, I always like to be released. The a lot 78 00:05:30.110 --> 00:05:33.650 of these conversations, I like to use sand grams like four points account 79 00:05:33.650 --> 00:05:37.280 based marketing around targeting accounts, engaging accounts, activating 80 00:05:37.280 --> 00:05:42.440 accounts of the measuring success. How other than just me having access to 81 00:05:42.440 --> 00:05:46.670 information through my LinkedIn profile? How can LinkedIn help me better target 82 00:05:46.670 --> 00:05:50.950 accounts? It's a really great question, so we have to start with what is the 83 00:05:50.950 --> 00:05:57.670 data that Lincoln has? So I think where London has a huge leg up for lack of 84 00:05:57.670 --> 00:06:02.860 better term is all of Lincoln's data is first party it's not inferred, right? 85 00:06:02.870 --> 00:06:05.830 And so when you look at other social platforms that are looking to do this, 86 00:06:05.830 --> 00:06:10.090 they may be many of them are inferring your persona based on your search 87 00:06:10.090 --> 00:06:14.620 habits based on the content you consume, etcetera. LinkedIn. I literally have 88 00:06:14.620 --> 00:06:20.600 your work history, your name, your school, your office, your company, the 89 00:06:20.600 --> 00:06:26.710 size, the revenue. I have it all there so that in itself, I feel like gives us 90 00:06:26.710 --> 00:06:31.090 a huge leg up because we have first party data that we're not inferring to 91 00:06:31.090 --> 00:06:36.290 target on its massive. It's massive. I mean most the other a bm platforms air 92 00:06:36.290 --> 00:06:39.760 literally relying on their ad networks and pixels firing across the lot of 93 00:06:39.760 --> 00:06:43.600 sites. And so they know like, Oh, if it's firing on article, that looks kind 94 00:06:43.600 --> 00:06:46.410 of like this and maybe the artificial intelligence knows there, but it's 95 00:06:46.420 --> 00:06:50.520 still a lot of assumptions. The AI has to dio versus Lincoln. Are we gonna be 96 00:06:50.520 --> 00:06:54.270 a little closer? Is they just have more data? So how does that help me? Target 97 00:06:54.270 --> 00:06:57.780 accounts better on LinkedIn. So on LinkedIn because now I was talking 98 00:06:57.780 --> 00:07:01.580 about the individual. But think on the company level. We also have all of that 99 00:07:01.590 --> 00:07:05.060 first party data. So we have your revenue size. We have your number of 100 00:07:05.060 --> 00:07:09.420 employees. We have your website linked. We have. I'm actually going through 101 00:07:09.420 --> 00:07:15.980 this. Now we have your contact lists. We have the employees who are linked to 102 00:07:15.980 --> 00:07:21.710 your company Page on Linked in. So as far as accounts are concerned, we have 103 00:07:21.710 --> 00:07:26.460 all the first party data as well. Right there. And so again, I'm not inferring 104 00:07:26.470 --> 00:07:30.430 on account. I literally have the company that you want to talk, Thio. 105 00:07:30.500 --> 00:07:35.760 Yep. So I know a lot of us doing a B m are trying toe identify what are the 106 00:07:35.760 --> 00:07:40.720 right account. So we still have to come up with our ideal customer profile and, 107 00:07:40.730 --> 00:07:43.660 you know, probably come up with our list of 100. Some people come up a 108 00:07:43.660 --> 00:07:47.260 bigger list of 1000. If you're gonna be on 1000 then you usually need some 109 00:07:47.260 --> 00:07:51.400 fairly sophisticated software to help you keep track of them. But let's say I 110 00:07:51.400 --> 00:07:55.690 have I have my list of 100 people. Like what would be some of the next steps I 111 00:07:55.690 --> 00:07:59.440 would take with Lincoln? Is there like, a way? I tell Lincoln these These are 112 00:07:59.440 --> 00:08:04.440 the people I'm targeting. So let me just These are the guys I want. Yeah. 113 00:08:04.450 --> 00:08:09.220 So there actually is. Yes. So But let me double click on that first, because 114 00:08:09.220 --> 00:08:12.100 I think you make a good point. So depending on the size of your business, 115 00:08:12.100 --> 00:08:15.970 you're right. You can infer your own account list and your own target. Um, 116 00:08:15.980 --> 00:08:19.790 but you can also use We have obviously plug ins with all of the third party 117 00:08:19.790 --> 00:08:23.460 tools a married of them. So whether you're using, like, von Bora or lattice 118 00:08:23.460 --> 00:08:28.080 or engage geo or six cents, that is ultimately doing what you said so 119 00:08:28.080 --> 00:08:33.140 inferring based on data and search and figuring out your accounts and then 120 00:08:33.150 --> 00:08:37.010 building that audience list for you, whether that be 100 or whether that be 121 00:08:37.080 --> 00:08:41.520 1000 like you said. And so we do have those plug ins, obviously, to make sure 122 00:08:41.520 --> 00:08:46.330 that we can work with whatever tools you're working with. So once I have my 123 00:08:46.330 --> 00:08:51.280 list, like you said, what do I do? Cool. You uploaded into Lincoln, so you 124 00:08:51.280 --> 00:08:54.450 upload your company list, and ultimately, that's where you start 125 00:08:54.450 --> 00:09:00.360 setting out those targeting parameters based on. Okay, So what do I do at this 126 00:09:00.360 --> 00:09:04.180 point? Who do I target? And that's where I think the content strategy is 127 00:09:04.190 --> 00:09:09.950 obviously so important. Right? Because all of those 100 accounts, Sure, we'd 128 00:09:09.950 --> 00:09:14.670 like to think they're all in the same spot in your funnel, but they're not. 129 00:09:14.670 --> 00:09:17.180 Some of them are much more familiar with your products. And some of them 130 00:09:17.180 --> 00:09:21.390 never heard of you before, right? So the key accounts are all over the place, 131 00:09:21.390 --> 00:09:25.440 you know, maybe know exactly where they're at. So what is linked to do? 132 00:09:25.440 --> 00:09:29.290 What is it like fill in the data sheet for you with, like, some information on? 133 00:09:29.300 --> 00:09:31.940 I don't know how you would even determine the parameters or where 134 00:09:31.940 --> 00:09:36.310 they're at in your funnel, but so we actually have something. We have a 135 00:09:36.310 --> 00:09:42.040 report at Lincoln that allows you to see what companies are engaging with 136 00:09:42.040 --> 00:09:46.390 your content and at one level so that you can quantify Where are they? So 137 00:09:46.390 --> 00:09:49.570 that you can then start to So once you've uploaded your audience list, 138 00:09:49.580 --> 00:09:52.770 Great. You start with your campaign, you start to learn. And then actually 139 00:09:52.770 --> 00:09:57.750 you can look at this proprietary report where we can see okay to your point. 140 00:09:57.750 --> 00:10:00.660 This person's actually further down the funnel. This person is not, and it 141 00:10:00.660 --> 00:10:06.280 helps you segment. Where should they be? Based in my account, based in my a B M 142 00:10:06.280 --> 00:10:11.740 strategy. Do you know how far they are down the funnel based on the types of 143 00:10:11.740 --> 00:10:16.040 content you've designated down, like farther down the funnel, like Imagine I 144 00:10:16.040 --> 00:10:21.140 put a a sale sheet down the on collington and people and engage with 145 00:10:21.140 --> 00:10:24.380 that that would indicate that there, further down the funnel right is a 146 00:10:24.380 --> 00:10:28.690 three year contract. I mean, totally, it's not rocket science. Like you said, 147 00:10:28.700 --> 00:10:32.990 It's based on the type of content you engage with, but then also the 148 00:10:32.990 --> 00:10:37.900 frequency in which you engage in it and the frequency in which you actually 149 00:10:37.900 --> 00:10:42.350 connect and learn and click and all of those things that will allow us to see. 150 00:10:42.350 --> 00:10:46.820 Okay, where are you? How interested are you? So I'm sure Lincoln adds, plays a 151 00:10:46.820 --> 00:10:51.310 big role into this. How much does like the organic side play into this? If I'm 152 00:10:51.310 --> 00:10:54.970 posting content regularly through multiple profiles, do I get to see on 153 00:10:54.970 --> 00:10:58.570 that report if they're interacting with me on on the organic cider? Just that 154 00:10:58.570 --> 00:11:02.690 paid ads side. So right now it's predominantly. The paid side is where 155 00:11:02.690 --> 00:11:06.920 we get to see that. But I do believe that eventually we will move to a side 156 00:11:06.920 --> 00:11:11.390 where there is a hybrid between organic and paid. Right now it is predominantly 157 00:11:11.390 --> 00:11:15.860 paid is where you see this. It makes it makes sense, so that kind of gets into 158 00:11:15.940 --> 00:11:20.140 how to engage accounts. So this is where we can set up the reports. We 159 00:11:20.140 --> 00:11:24.040 could set up the target accounts and linked in, but then to engage them, 160 00:11:24.050 --> 00:11:28.860 we're going to primarily use linked in advertising, which works. Essentially, 161 00:11:28.870 --> 00:11:33.390 I like that. It kind of makes a way for us to do to a large degree, account 162 00:11:33.390 --> 00:11:36.870 based marketing style advertising without even having to go through 163 00:11:36.870 --> 00:11:41.220 someone like a terminus or whatever, too use the ads. Now, of course, you're 164 00:11:41.220 --> 00:11:45.010 limited to just the one platform instead of, ah, broader network. But 165 00:11:45.010 --> 00:11:49.630 I'm like, you know, sometimes keeping it simpler is better and easier to dip 166 00:11:49.630 --> 00:11:52.810 your toe into it without making these huge software commitments. So tell me, 167 00:11:52.810 --> 00:11:58.190 what does it look like to run run the ads with this kind of methodology? Yeah. 168 00:11:58.200 --> 00:12:03.470 So, ultimately like you said. So if you're using a third party and if you 169 00:12:03.470 --> 00:12:07.190 are a larger scale business and you're using, like hub spot like roll works, 170 00:12:07.190 --> 00:12:12.530 whatever it is, then obviously you will be looking at the engagement report 171 00:12:12.540 --> 00:12:16.810 across various channels to come up with that answer. If you're just looking at 172 00:12:16.810 --> 00:12:20.400 LinkedIn to your point, you're going to be able to see Okay, what kind of 173 00:12:20.400 --> 00:12:24.090 content are they engaging with? And ideally, if you're working with someone 174 00:12:24.090 --> 00:12:28.680 at linked in there helping you a B test through each stage so that you can 175 00:12:28.680 --> 00:12:32.890 start to see yes, what content is driving more awareness? What content is 176 00:12:32.890 --> 00:12:37.760 driving mawr engagement? And then as you start to learn that, hopefully you 177 00:12:37.760 --> 00:12:41.240 can continue to replicate the learnings from those pieces of content contention 178 00:12:41.240 --> 00:12:44.990 in the level. And ideally, I mean in a perfect world, get them to speed up and 179 00:12:44.990 --> 00:12:48.000 move them a little bit faster, right through your funnel. That's always the 180 00:12:48.000 --> 00:12:51.540 pole. What I like about is you could just get the right ads in front of the 181 00:12:51.540 --> 00:12:55.490 right people at the right time, right? I don't know. I no longer have to just, 182 00:12:55.500 --> 00:12:59.710 you know, get people toe click on the E book, fill out a form, download it you 183 00:12:59.710 --> 00:13:04.800 can actually measure whether you know X Y Z Corp is interacting with your video, 184 00:13:04.810 --> 00:13:08.210 right? It doesn't have to be like the whole eBook download, which I don't 185 00:13:08.210 --> 00:13:11.970 feel like people download it, and then half don't even really read it most of 186 00:13:11.970 --> 00:13:15.250 the time, right? But that's kind of been the entire B two B play. 187 00:13:15.250 --> 00:13:18.120 Especially still. A lot of people are paying a lot of money to link in to run 188 00:13:18.120 --> 00:13:21.280 those. But I like that we can actually run different types of content and 189 00:13:21.280 --> 00:13:24.680 still track to see if the right people are engaging it well. And, like you 190 00:13:24.680 --> 00:13:29.730 said, like different formats, right carousel video images, text, whatever 191 00:13:29.730 --> 00:13:33.950 it ISS. They all have their place, obviously. And so I imagine it probably 192 00:13:33.950 --> 00:13:37.270 doesn't give you like the personal. It probably doesn't give you names of the 193 00:13:37.270 --> 00:13:43.000 people engaging with it, right? Or does it? It doesn't give, you know, so it 194 00:13:43.000 --> 00:13:47.650 won't give you and no and honestly, because of the fact that Lincoln is so 195 00:13:48.440 --> 00:13:52.880 adamant and invested in our member privacy, it's one of the things that's 196 00:13:52.880 --> 00:13:59.590 one of the tent poles of our, um right. And so yeah, With all due respect, you 197 00:13:59.590 --> 00:14:03.590 don't want that either. But it will give you the company, right? And so, as 198 00:14:03.590 --> 00:14:10.880 a sales person, then you have the opportunity to go through and see what 199 00:14:10.890 --> 00:14:13.480 accounts came through, like what accounts came through. And then, 200 00:14:13.480 --> 00:14:16.620 obviously, if you're using Navigator, you could go through. And you can 201 00:14:16.620 --> 00:14:20.410 prospect those people in those key accounts. That's cool. So you could see 202 00:14:20.420 --> 00:14:24.330 interaction by company, probably not by department or roll type, but mainly is 203 00:14:24.330 --> 00:14:28.580 it just by company, by company rates? Okay, and that's you go too much more 204 00:14:28.580 --> 00:14:34.550 granular would probably be infringing on privacy. So e o give you an amount 205 00:14:34.560 --> 00:14:38.310 of like people who have interacted with it like individuals within the company, 206 00:14:38.310 --> 00:14:42.830 or just say like this cos interacted with it 50 times. So yeah, well, 207 00:14:42.830 --> 00:14:47.780 basically say like exactly this company engaged with it a lot more than this 208 00:14:47.780 --> 00:14:52.740 company on. Then again, this vertical engaged with it a lot more. This 209 00:14:52.740 --> 00:14:58.410 company engaged with this topic of your content. So what I like about that, for 210 00:14:58.410 --> 00:15:02.340 example, is we all start our marketing mix assuming we know who our customer 211 00:15:02.340 --> 00:15:05.490 is. We went out. We did our research. We did our, you know, tests. And this 212 00:15:05.490 --> 00:15:08.610 is what we've decided. What's really interesting, Especially when you look 213 00:15:08.610 --> 00:15:13.580 at B two B because there's this idea that the final person like that guy 214 00:15:13.580 --> 00:15:16.870 that I don't know, let's use like, legal right? The head of legal is the 215 00:15:16.870 --> 00:15:21.240 guy who signs off on this. Okay, great. But is the head of legal really the 216 00:15:21.240 --> 00:15:26.180 person who's feeling the most pain on that initiative? Whatever it ISS, right? 217 00:15:26.190 --> 00:15:29.750 No, absolutely not. It's probably someone in like middle management. So 218 00:15:29.750 --> 00:15:33.570 that's the person who you want to see got the ad and engaged with it. So what? 219 00:15:33.570 --> 00:15:36.920 I really like it, but that is where you can start to see, like the kinds of 220 00:15:36.920 --> 00:15:40.980 content they're engaging with. So, for example, if you had a solution like 221 00:15:40.980 --> 00:15:44.690 that and whereas before you only talk to legal, let's say you put like a 222 00:15:44.690 --> 00:15:48.800 revenue slant on it like Oh, you don't know you can't get these contracts 223 00:15:48.800 --> 00:15:52.110 through quick enough sales leader isn't this challenging and you start to see, 224 00:15:52.110 --> 00:15:56.330 like, wow, a lot of that content being engaged with, huh? Maybe I should have 225 00:15:56.330 --> 00:16:01.310 had revenue leaders into my target pool. So I really like the I like the Lincoln 226 00:16:01.310 --> 00:16:05.660 reports for those those kind of nuances, So I'm getting excited. Sounds like a 227 00:16:05.660 --> 00:16:08.070 lot of fun to be able to interact with that report and kind of see which 228 00:16:08.070 --> 00:16:11.930 target account, sir are moving because usually as an advertiser, especially 229 00:16:11.930 --> 00:16:15.760 coming from B to C, it's like you saw activity. But you had no idea who was 230 00:16:15.760 --> 00:16:19.290 interacting with ads. Not until they came to your site filled out that form 231 00:16:19.300 --> 00:16:22.710 unless you had some kind of like crazy software that would steal their 232 00:16:22.710 --> 00:16:27.700 information without filling out a form. I know that's out there, but you just 233 00:16:27.700 --> 00:16:30.150 you're just kind of playing in the dark, but linked. It allows you to see a 234 00:16:30.150 --> 00:16:34.220 little bit more, especially because the company level provides enough privacy 235 00:16:34.220 --> 00:16:38.870 but enough to give marketers a little bit more room to play again. It allows 236 00:16:38.870 --> 00:16:43.110 you to me. It's a very good it's like you said. It's a very good testing and 237 00:16:43.110 --> 00:16:47.860 learning ground, so you don't have to go in with everything known up front. 238 00:16:47.910 --> 00:16:53.050 You can learn you can see you can pivot and especially right now in the world 239 00:16:53.050 --> 00:16:56.480 were in, like the ability to be agile is absolutely so important. It's 240 00:16:56.480 --> 00:16:59.250 interesting. It's almost like those reports would actually be helpful for 241 00:16:59.250 --> 00:17:04.089 sales. To actually see see which, essentially, what companies air 242 00:17:04.099 --> 00:17:07.589 engaging with what content would kind of show you where they're at in their 243 00:17:07.589 --> 00:17:12.290 their buying journey. Right, so funny you mentioned that. Then we actually do 244 00:17:12.290 --> 00:17:17.210 have another report that answers that So I really I mean, obviously like 245 00:17:17.210 --> 00:17:21.619 having been in sales. And I've sat on both sides much like you. But I think 246 00:17:21.619 --> 00:17:25.710 that report is I don't know, the coolest report where you can actually 247 00:17:25.710 --> 00:17:31.110 see Okay, Well, what did I do? Where are they? How far along are they? And 248 00:17:31.110 --> 00:17:35.240 then marketing could literally hand those to sales and say, Hey, you know, 249 00:17:35.250 --> 00:17:39.690 Doug, this company that is in your book of business, they're ready now. I know 250 00:17:39.690 --> 00:17:42.540 you've talked to them a year ago and they said, Hold off, but they're ready 251 00:17:42.540 --> 00:17:46.670 now. Go ahead, go talk to them. That's that's valuable information, especially 252 00:17:46.670 --> 00:17:52.620 for sales. Eso you talked about how linked in this marketing set up can 253 00:17:52.620 --> 00:17:56.540 actually help you activate accounts. And you said that there's a smooth 254 00:17:56.540 --> 00:18:00.150 handoff from marketing to sales. Tell me a little bit more about that, so I 255 00:18:00.150 --> 00:18:03.420 mean the smooth handoff. I would love to say it happens all digitally, but of 256 00:18:03.420 --> 00:18:06.360 course, that's where you do need marketing and sales alignment right in 257 00:18:06.360 --> 00:18:10.810 the organization. First of all, you have to align upfront on who we're 258 00:18:10.810 --> 00:18:14.490 going to target, period, right, because marketing might have an idea. But then 259 00:18:14.490 --> 00:18:17.580 sales is like, Oh, but those aren't the people who end up calling me right. So 260 00:18:17.580 --> 00:18:21.710 you have toe a line in the beginning on who these audiences are that you are 261 00:18:21.710 --> 00:18:25.100 going to try to target. Then once that handoff happens, ultimately it's 262 00:18:25.100 --> 00:18:28.350 marketing who's very likely looking at this report. They're the ones who are 263 00:18:28.350 --> 00:18:32.020 gonna have to pull it and hand it over to you and say, Okay, these are ready 264 00:18:32.020 --> 00:18:36.210 to go now, So there does have to be that alignment, and that proper hand 265 00:18:36.210 --> 00:18:39.790 off is there, like insight from marketing to see how well sales is 266 00:18:39.790 --> 00:18:42.790 following up with them. But maybe that's probably in your own crm past 267 00:18:42.790 --> 00:18:47.290 that point. Yeah, that's in your own CRM again. I can't work miracles, but I 268 00:18:47.290 --> 00:18:51.520 do like what you're saying, of course. So that's kind of interesting. I've 269 00:18:51.520 --> 00:18:56.320 kind of gotten a full picture here. Is there anything else that any other use 270 00:18:56.320 --> 00:18:59.950 cases that other people are using linked in for with this this ecosystem? 271 00:19:00.440 --> 00:19:03.580 Well, I think the last one really like we went through Target engaged. 272 00:19:03.590 --> 00:19:08.580 Activate. We didn't go through measure yet. So the ability to see, ideally, if 273 00:19:08.580 --> 00:19:12.790 Lincoln is plugged into your CRM system, the ability to then see how much did 274 00:19:12.790 --> 00:19:18.190 this a B M campaign generate revenue wise, right? I mean, that's every sales 275 00:19:18.190 --> 00:19:22.530 and marketer's dream is being able Well, certainly every marketer's dream being 276 00:19:22.530 --> 00:19:27.840 able to see. Okay, how do I plug into this? And how do I see how much money I 277 00:19:27.840 --> 00:19:31.770 spent on this campaign? What it meant for sales makes a lot of sense. I know 278 00:19:31.770 --> 00:19:34.720 hub spots able to do it. I imagine Salesforce and all the other big ones 279 00:19:34.720 --> 00:19:39.090 they're able to do it to Hub Spot can do it right. So right now I'm even 280 00:19:39.090 --> 00:19:41.610 thinking about my own ad campaigns and thinking about how this could be 281 00:19:41.610 --> 00:19:44.950 plugged into what we're doing. That is the kind of the dream to be able to 282 00:19:44.950 --> 00:19:48.880 track from first impression all the way down to revenue. And it's only getting 283 00:19:48.880 --> 00:19:51.770 closer and closer. I remember thinking about five years ago I'm like, Oh, 284 00:19:51.770 --> 00:19:56.040 someday. But it seems like that day is like we're pretty close. Of course, 285 00:19:56.040 --> 00:19:59.570 attribution is always a hard thing to measure, but we're getting pretty close 286 00:19:59.570 --> 00:20:02.470 to seeing how it interacts there. Yeah, it's pretty. I don't know. It's an 287 00:20:02.470 --> 00:20:06.610 exciting time. And the more alignment. I mean, we all know this right, Like 288 00:20:06.610 --> 00:20:08.860 the more alignment you could drive, the better off you are. But like to 289 00:20:08.860 --> 00:20:12.790 actually like you said, be able to really see it and say I'll be able to 290 00:20:12.800 --> 00:20:16.930 marketing, walk to sales and say, If you could tell me, just tell me who you 291 00:20:16.930 --> 00:20:21.640 want. I can put them in this campaign and I can get them to you. I promise. 292 00:20:21.650 --> 00:20:26.460 And I can save you time because you won't have to send out the education 293 00:20:26.460 --> 00:20:30.760 materials. I conserve that to them. I can make sure they see that. Wow, as a 294 00:20:30.760 --> 00:20:34.290 sales person, I'm like, That's amazing. I get to save all this time on the flip 295 00:20:34.290 --> 00:20:38.030 side, sales, you're like, Oh, God, I really wish I could get that account. 296 00:20:38.030 --> 00:20:41.480 That's why that's my golden dream. I really want that one. Hey, marketing, 297 00:20:41.480 --> 00:20:45.700 can you put these guys in? Are they even looking at our stuff? Are they 298 00:20:45.700 --> 00:20:49.520 even interested? Can you please target them and see, Like to be able to have 299 00:20:49.520 --> 00:20:54.250 those insights on both sides of the table? I think it's so valuable, So I'm 300 00:20:54.250 --> 00:20:56.630 even imagining how I'm going to use this. But essentially, I think the 301 00:20:56.630 --> 00:20:59.450 thing that makes it different, the thing that Facebook will probably never 302 00:20:59.450 --> 00:21:04.030 be able to dio or even AdWords there's no way to actually upload a list of 303 00:21:04.030 --> 00:21:07.430 companies that you want to run ads to and then be able to track the progress 304 00:21:07.430 --> 00:21:11.840 of those ads. It's impossible currently with any other paper click platform out 305 00:21:11.840 --> 00:21:17.190 there. And remember that even if it waas, even if they decide to do that at 306 00:21:17.190 --> 00:21:22.720 some point, it realistically has to be inferred. Unless someone has updated 307 00:21:22.720 --> 00:21:27.240 their Facebook profile right. And with all due respect, I'm pretty sure the 308 00:21:27.240 --> 00:21:32.440 last time I updated my profile might have been eight years ago. I'm sure 309 00:21:32.440 --> 00:21:36.770 Google figure it out. What? The amount of data having controlling chrome and 310 00:21:36.770 --> 00:21:39.830 all that kind of stuff, but totally don't know. But they they currently 311 00:21:39.830 --> 00:21:43.960 don't they probably I don't know if they think about it, but be interesting. 312 00:21:43.970 --> 00:21:47.360 I'm sure they're Google. They're thinking about everything. Tiffany, If 313 00:21:47.360 --> 00:21:51.640 somebody wanted to learn more about and get a demo of, like how this works and 314 00:21:51.640 --> 00:21:55.250 to see it with our own eyes, what would be the best way toe either contact you 315 00:21:55.250 --> 00:21:58.850 or somebody at LinkedIn in order to learn more about Lincoln's, A B and 316 00:21:58.850 --> 00:22:04.230 Solutions? Yeah, definitely. Call me. Why not contact me on LinkedIn Tiffany 317 00:22:04.230 --> 00:22:08.460 High Poll on Lincoln. But send me a message and I will do my best to find 318 00:22:08.460 --> 00:22:11.740 out who the right point person is for you internally and get you connected to 319 00:22:11.740 --> 00:22:15.750 that person. Fantastic, definitely. Thank you so much for joining me on 320 00:22:15.750 --> 00:22:19.110 another episode. It's been enlightening to learn about Lincoln's A B M 321 00:22:19.110 --> 00:22:22.750 solutions. Well, thank you so much for having me. Damn, It has been a pleasure 322 00:22:22.750 --> 00:22:23.550 to chat about It 323 00:22:27.440 --> 00:22:31.390 is the decision maker for your product or service? Abebe Marketer. Are you 324 00:22:31.390 --> 00:22:35.570 looking to reach those buyers through the medium of podcasting, consider 325 00:22:35.570 --> 00:22:40.540 becoming a co host of B two B growth. This show is consistently ranked as a 326 00:22:40.540 --> 00:22:44.480 top 100 podcast in the marketing category of Apple podcasts, and this 327 00:22:44.480 --> 00:22:50.050 show gets more than 130 1000 downloads each month. We've already done the work 328 00:22:50.060 --> 00:22:54.270 of building the audience so you can focus on delivering incredible content 329 00:22:54.280 --> 00:23:00.460 to our listeners if you're interested. Email Logan at sweet fish media dot com.