How LinkedIn's Marketing Team Uses LinkedIn with Alex Rynne from LinkedIn

What It Covers

Alex Rynne from LinkedIn's marketing team reveals how LinkedIn uses its own platform for B2B marketing, shares data on creativity's impact on performance, and explains their content strategy including ungated thought leadership and LinkedIn Live broadcasts.

Key Questions Answered

• •Creativity ROI: Emotional B2B brands achieve 44% higher click-through rates compared to average companies on LinkedIn. Creative confidence is growing among 82% of B2B marketing leaders who now see campaigns rivaling B2C quality, making creativity the key competitive differentiator during economic uncertainty.
• •Thought Leadership Impact: 50% of C-suite executives say high-quality thought leadership has more impact on purchase decisions during economic downturns than in good times. 61% of decision makers find thought leadership more effective at demonstrating product value than traditional product-focused marketing materials.
• •Content Gating Strategy: Top-of-funnel content should remain ungated because buyers consume five to seven pieces of content before engaging with sales. Gating too early slows relationship building, and nearly half of form information is falsified anyway when people aren't ready for sales contact.
• •LinkedIn Live Production: Drive event attendance through multi-channel promotion including event ads, one to two emails maximum, speaker-shared posts, and meet-the-marketer content beforehand. Post-event, repurpose the transcript into three to five thirty-second clips and convert unanswered audience questions into detailed blog posts with supporting research.