The way businesses buy from and sell to each other today is dramatically different from before. Technology is a change factor, but it is not the only one. There’s also been a demographic shift in the workforce, with as many as five generations of decision-makers sharing the boardroom. Add an unforgiving economic climate into the mix and we have a brave new world of B2B sales where maintaining the status quo is no longer an option.
During Advertising Week Asia, the B2B Track will translate trends into strategies and tactics, map out the increasing complex journey of B2B buyers and reveal how leading B2B brands are leveraging LinkedIn to successfully reach out to a global audience.
We’ll start with “The Inside Scoop on LinkedIn” where Assaf Tarnopolsky, LinkedIn’s Director of Marketing Solutions for South East Asia, North Asia & Japan, offers an in-depth look at the value that the world’s largest professional network offers B2B brands in terms of sales, marketing and revenue opportunities.
This will be followed by “500 Million Professionals, 500 Million Opportunities” by Mukkul Dasgupta, Head of Insights & Analytics from LinkedIn Marketing Solutions. He’ll help you understand the who, what and why of the LinkedIn community and how you can develop a targeted digital advertising campaign that meets their needs and fulfils your objectives.
Then, join Edward Bray, LinkedIn’s Director of Marketing in “Best-in-Class B2B Content Marketing” to learn why you need a content marketing strategy, how to align this with your buyer’s journey and perhaps, most importantly, how to measure success in tangible ways.
Finally, we’ll put theory into action in a “Tried and Tested: Lessons from the Field” panel discussion with representatives from Konika and Mitsubishi UFJ Financial Group opening up about their successes in engaging a global audience.
To learn more about the LinkedIn B2B Forum, head over to the Advertising Week Official Calendar or reach out to Laurie Chan (lachan@linkedin.com).
