Strategy Sessions Episode 21 - LinkedIn

Featuring Lizzy Knights Ward

Lizzy leads the Content & Social team for LinkedIn Sales & Marketing Solutions, EMEA and LATAM. She once built a following on Google+ and has strong views on marketing and sales alignment.

In this episode we discuss:

1. Life at LinkedIn

2. Content marketing and successful campaigns

3. Content marketing in B2B (why it’s not all boring to boring)

4. Marketers declaring things dead (and why they’re wrong) including me declaring LinkedIn dead once and getting that waaaaaaay wrong.

5. TOPTIPS for getting the most out of LinkedIn

6. Tips for people looking for a career in tech marketing

7. The joys of Google+ (RIP)

8. Being a singer-songwriter

9. Sales and marketing alignment – why it sucks and what we can do about it

10. Account Based Marketing (ABM) and why it works

Digital Marketing Strategy Course

I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace.

By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished.

It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors.

Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy

Lizzy’s Book Recommendations

The Managed Heart: Commercialization of Human by Arlie Russell Hochschild https://amzn.to/3bh0Xjg

Links To Stuff We Talk About In The Show

· Series of videos about video ads on LinkedIn - https://business.linkedin.com/marketing-solutions/native-advertising/video-ads/video-ads-best-practices

· Choose your own adventure campaign https://business.linkedin.com/marketing-solutions/cx/20/09/linkedin-ad-vantage

· Forrester research into sales and marketing alignment https://business.linkedin.com/en-uk/marketing-solutions/blog/posts/sales-and-marketing/2020/A-four-pillar-framework-for-sales-and-marketing-alignment

Lizzy performing on stage – In My Own Time https://youtu.be/se8vB_lMcGA and Once Upon A Time https://youtu.be/rP1lq_Sq608