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

Jul 10, 2023

Alex Rynne, who leads global content and social strategy at LinkedIn Marketing Solutions, dives into the vibrant world of B2B marketing. She dispels the notion that B2B is boring, highlighting the importance of creativity and emotional branding. Alex discusses how LinkedIn utilizes storytelling and community engagement to capture audiences. She also shares insights on measuring content success through customer lifetime value and emphasizes the revival of real-life connections post-COVID. The excitement for the Cannes Lions Festival of Creativity adds a splash of inspiration!

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INSIGHT

Why Creativity is the Ultimate Game-Changer in B2B Marketing

Creativity is your best competitive differentiator in B2B marketing, especially during economic downturns when budgets are tight.

LinkedIn research shows that 82% of B2B marketing leaders feel creative confidence is growing, and 81% see creative B2B campaigns rivaling the best in B2C.

Investing in innovative, emotionally engaging content and consistent thought leadership builds credibility and helps brands stand out despite market challenges.

Alex Rynne emphasizes that creative campaigns that incorporate storytelling, humor, or brand mascots drive stronger engagement and can lead to better sales outcomes.

She also stresses that cutting brand or top-of-funnel spend in favor of only demand capture is a mistake — a balanced full-funnel approach is crucial to nurturing long-term buyer relationships.

INSIGHT

Creativity Elevates B2B Marketing

B2B marketing creativity is rising and starting to rival B2C campaigns.
Creativity is a vital differentiator, especially when budgets tighten during economic uncertainty.

ADVICE

Don't Cut Brand Spend Early

Avoid cutting top-of-funnel brand spend during downturns in favor of only lead gen.
Combine brand and demand capture efforts to nurture trust and build relationships effectively.

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Alex Rynne, the leader of global content and social strategy for LinkedIn Marketing Solutions, joins Tara Robertson on Demand Gen Chat to discuss the power of creativity in B2B marketing. They debunk the myth that B2B marketing is boring and share insights from LinkedIn's research on the growing importance of creative campaigns in the B2B space. They also discuss the impact of thought leadership and emotional advertising on B2B buyers, as well as the importance of building relationships and nurturing leads through top-of-the-funnel content. Alex also shares her excitement about the upcoming Cannes Lions Festival of Creativity and LinkedIn's plans to host live broadcasts and release a State of B2B Marketing Report.

Episode Links:

Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/

Follow Alex Rynne on LinkedIn: https://www.linkedin.com/in/alexandrarynne/

Check out LinkedIn’s B2B Marketing tools: https://business.linkedin.com/marketing-solutions

Follow LinkedIn Collective: https://www.linkedin.com/showcase/linkedin-collective/

Read the LinkedIn-Edelman B2B Thought Leadership Report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report

Check out the Cannes Lions International Festival of Creativity: https://www.canneslions.com/

Read the Linkedin-Ipsos Research “The Global State of B2B Marketing”: https://business.linkedin.com/marketing-solutions/b2b-benchmark

Watch the LinkedIn Live at Cannes Lions 2022 featuring Emily Graham on Juneteenth: https://www.linkedin.com/events/juneteenth-thejourneytowardequi6942158723423354880/theater/

Read the CMO Council report on Customer Lifetime Value: https://www.cmocouncil.org/about/media-center/press-releases/new-report-finds-opportunity-to-re-think-customer-lifetime-value

Follow Bozoma Saint John: https://www.linkedin.com/in/bozoma-saint-john-0305441/

Read Bozma’s book “The Urgent Life”: https://www.amazon.com/Urgent-Life-Story-Love-Survival/dp/0593300173

Read LinkedIn’s Marketing & Advertising Blog: https://www.linkedin.com/business/marketing/blog

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

Timestamps:

0:00:00 Introduction to the episode and guest, Alex Rynee, from LinkedIn Marketing Solutions.

0:02:06 B2B marketing leaders are recognizing the importance of creativity.

0:03:08 Thought leadership and creativity are key differentiators in B2B marketing.

0:05:41 Building a community and fostering relationships with influencers.

0:08:00 Balancing brand spend and demand capture campaigns during economic downturns.

0:10:02 The importance of thought leadership during economic downturns.

0:11:28 Emotional advertising and its impact on B2B marketing.

0:14:46 The Cannes Lions Festival of Creativity and LinkedIn's involvement.

0:19:22 Measuring success of content and campaigns on LinkedIn.

0:25:54 Unique ways LinkedIn's marketing team uses LinkedIn, such as LinkedIn Live.

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!