Blog Blog 2018-01-19T19:03:21+00:00

How to Take an Account Based Marketing Approach on LinkedIn When You Have a Complex Sale

Many social media and social selling experts say “volume” is the key to success on social media platforms like LinkedIn. In an article in Content Marketing Institute’s magazine, Jonathan Crossfield compares this scattershot “volume” method to a realtor’s flyer marketing efforts. He talks about how once a week, his mailbox contains at least one real estate flyer mentioning that they recently sold a house in his area and if he has considered selling his home. [...]

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Social Lead Validation: The Missing Ingredient From Most Inbound LinkedIn Marketing Programs

All sales leads are not equal. I know this is something that most sales and marketing leaders understand and it’s why they put lead qualification and validation into most of their sales, marketing, and lead generation programs. They don’t want to waste time and money like the companies that Straight North recently evaluated. For more than 18 months, StraightNorth conducted an analysis of 373,000 business inquiries, consisting of more than 135,000 online form submissions and more [...]

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Why You Are Just a Resource & How You’re Failing to Drive Demand With Your Content And Social Media Marketing Efforts

According to a LinkedIn study reported in their Sophisticated Marketer’s Guide to Thought Leadership eBook, 88% of IT buyers said that thought leadership was important or critical in determining their short list of vendors. And, if they did this study with other industries, I’m sure they’d find very similar results. So, why aren’t business, sales, and marketing leaders focused on providing specific thought leadership content that’s relevant to extremely targeted, specific audience? Why are we [...]

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How a Managed Service Provider Drove Demand on LinkedIn with Prospects Who Previously Ignored Communications

Studies from the Alterra Group show that 97% of marketers report account based marketing approaches have the highest ROI. The IT Services Marketing Association (ITSMA) reports that 85% of marketers who measure ROI describe account based marketing as delivering the highest returns of all other marketing approaches. And, LinkedIn reports that social selling professionals that take an account based marketing approach gain 45% more opportunities. Yet, most sales and marketing professionals fail to take an [...]

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New Video From Corporate Visions – The Messaging Impact of Unconsidered Needs

How powerful is a messaging approach based on “unconsidered needs,” versus the more traditional “voice of the customer” model? Corporate Visions partnered with a social psychologist to find out what kind of advantage companies stand to gain by identifying and introducing their prospects to unconsidered needs—the challenges, issues or missed opportunities they don’t yet know about. Watch the video we below that we gained from Corporate Visions and  learn what the study uncovered…and what it [...]

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LinkedIn marketing and social selling advice: Stop Being a Wuss on LinkedIn with Your Content & Discussions

If you’ve been following my content, you would have seen that I engage in creating challenger sales and marketing content. For example, my article “CMOs Are Failing to Go Beyond Brand Awareness,” questions the actions of CMOs at organizations like Xerox, Wiley, Lithium, G2Crowd, and XOJet. And, in my recent article, I question the thoughts, ideas, actions and content of well-known LinkedIn marketing experts like Viveka von Rosen, social media experts like Jay Baer and [...]

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Marketers need to play a stronger sales enablement role on LinkedIn

Earlier this year, LinkedIn set out to determine which departments wield the most influence over B2B buyers across a number of different sectors. Their findings show that overall, marketing has 30% more sway than sales in a typical B2B buying decision and that marketing has 27% more sway than business development. Even though marketers have the most pull as they add the most value, we have found that in many cases, marketing’s influence on LinkedIn [...]

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Key LinkedIn Marketing and Social Selling Insights From LinkedIn’s Mike Weir

LinkedIn’s Technology Vertical Director, Mike Weir, and Microsoft’s Commercial Communications Director, Alex Bradley recently sat down to chat about the future of marketing, sales, and B2B technology investments. Their discussion, framed against the backdrop of LinkedIn’s research on the IT buying committe explored key insights for modern marketing and sales in technology organizations. Watch this video below - then sign up for our webinar with Mike Weir for even more information from LinkedIn's tech industry [...]

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Are You Articulating Value or Making Things Sounds Like Magic?

Guest Blog Post By: Michael Harris -   After nine years working with companies on sales messaging, I have found that the number one inhibitor to sales and marketing leaders articulating value is that they don’t create enough contrast between the before and afterward picture of investing in their solution. And when they fail to make the contrast feel concrete, prospects can’t see the value, so it just feels like magic.   Here's an [...]

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How Social Selling on LinkedIn Needs to Change in 2016

Guest Blog Post By Jasmine Sandler It used to be that being on LinkedIn ensured Quality B2B Networking. The popularity and rapid growth of LinkedIn has ruined its effect as a top B2B networking machine in many ways. LinkedIn in 2015 made 15+ additions in its functionality and acquisitions.  They were made quickly and without any real communication to the 425mm LinkedIn members on what they mean and how to utilize properly. So , as you [...]

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Your experience and qualifications are not differentiators!

I recently started a discussion within different LinkedIn groups where I asked consultants, sales, and marketing leaders how they were differentiating themselves from others in their industry. One consultant mentioned that her differentiation was defined by her extensive experience and her successful professional achievements, which contributed to the development of a variety of sectors. But experience (no matter how extensive it may be) is not a differentiator. It’s a credibility builder, as it shows that [...]

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Focusing on Cost-Per-Lead is Giving Marketers a False Sense of LinkedIn Success or Failure

Forrester reports that 99% of leads do not convert. LinkedIn reports that 87% of leads do not convert. So why are marketers so focused on lead goals and cost per lead when it comes to LinkedIn marketing and social selling? I believe this is giving marketing a false sense of LinkedIn success or failure. Here are 3 examples to show you what I mean. Wiley's CMO Focuses on Their High Click-Through Rates Instead of Revenue [...]

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We’re a global team of LinkedIn marketing and social selling experts (headed by LinkedIn Marketing Expert Kristina Jaramillo and Social Content Expert Eric Gruber) who help software, technology, professional service and other B2B firms go beyond brand awareness and actually drive revenues.

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Kristina Jaramillo (Partner & Chief LinkedIn Strategist) and Eric Gruber (Partner & Chief Social Content Officer) are the managing partners of Get LinkedIn Help, driving our clients' LinkedIn Marketing and content marketing results and successes.

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