T H E B 2 B PA RT N E R O F C H O I C E

The Case for LinkedIn:Your B2B Partner of Choice

1 B2C is fundamentally different from B2B

2 LinkedIn’s strengths are uniquely suited to B2B

3 LinkedIn makes it easy for agencies to succeed in B2B

Reasons B2B is Different From B2C

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Let’s Compare Two Iconic Brands: Coca-Cola and IBM Selling soda and selling servers is fundamentally different

CLOUD SERVERSSODA

SIMPLE COMPLEX

The B2B Buying Process Is Much More ComplexYou buy Coca-Cola when you feel thirsty, you hire IBM after extensive research

1

EXPERTISE

To Manage Complexity, Buyers Look To ExpertsYou buy Coca-Cola because you like the brand, you buy IBM because you trust the brand

2

ENTERTAINMENT

That Expertise Needs To Reach Targeted AudiencesAnyone is qualified to buy a can of Coca-Cola, very few individuals can hire IBM

3

MASS REACH TARGETED REACH

TARGETED BUYER

Targeted Audiences Are Valuable & In High DemandIBM’s audience is much smaller but has much greater purchasing power

4

Moms Chief Information Officers

85,000,000

34,000$200,000

$20,000,000

Purchasing Power Audience Size

The right data can help youmanage B2B’s complexity

LinkedIn Offers The World’s Most Valuable B2B Data It’s a win-win: advertisers and members both benefit

IndustryFunctionCompany

Company SizeOccupationSeniority

TitleGeo

ConnectionsGroup Membership

L I N K E D I N M E M B E R D ATA

Ways to Succeed Using LinkedIn’s Data Set

4

Buying Journey: Use Data To Identify Your BuyerCompanies that build personas are 2.4X more likely to exceed revenue goals

1

Expertise: Use Data To Understand Buyer’s Needs7-10 pieces of content are consumed before the buying decision is made

2

Offshore DrillingClimate Change

ReservesEnergy Efficieny

Energy ConservationRenewable EnergySustainable Energy

Smart MeteringSmart Grid

Energy Audits

Oil & Energy EngagementClicks + Likes + Comments +

Shares

Information Technologyand Services

ComputerSoftware

TelecommunicationsMarketing &Advertising

FinancialServices

Industry

Senior

Director

Manager

VP

Entry

Seniority

Reach: Use Data To Target The Right BuyersWe reach two out of every three professional globally3

22MProfessionals on LinkedIn

2.8MDecision Makers

940,000Opinion Leaders

1.6MMass Affluent

260,000C-Level Executives

300,000IT Decision Makers

Value: Use Data To Prove Ad EffectivenessCost Per Lead for Sponsored Content is 28% less than Google AdWords

LinkedIn (A) DSP (B) Publisher (C) Publisher (D) Network (E) Publisher (F) Publisher

60%

26%

39%

26%18%

27% 28%

Percentage Delivered to SMBs

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No Other Partner Checks All The Right BoxesOur competitors can’t offer this to agencies

Partner Professional Data Business Context Newsfeed Products

LinkedIn ✓ ✓ ✓

Facebook ✓

Twitter ✓

NYTimes ✓

WSJ ✓

Dun & Bradstreet ?

Resting Our Case

The Case for LinkedIn:Your B2B Partner of Choice

1 B2C is fundamentally different from B2B

2 LinkedIn’s strengths are uniquely suited to B2B

3 LinkedIn makes it easy for agencies to succeed in B2B