Content Marketing Best Practices with Jaime Pham
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Are you part of the 94% of B2B marketers who are using LinkedIn to disrtibute content*? Do you have the knowledge you need to be successful? Join LinkedIn's Content Marketing Consultant, Jaime Pham, on November 19th for a reprise of her high-demand August webcast on how to be an effective content marketer on LinkedIn. Webinar Agenda: 1. Content on LinkedIn: what works 2. Top tips for crafting a compelling company or sponsored update 3. Case studies 4. Q & A
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Content Marketing Best Practices with Jaime Pham
- 1. Content Marketing Best Practices with Jaime Pham ©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 1
- 2. Introduction #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 2
- 3. Agenda #LinkedInContent @jaimelynn09 Executive summary Content on LinkedIn: What works Top 10 tips for compelling updates Success stories: using Sponsored Updates to drive business results Key Takeaways Q&A ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 4. Executive summary #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 4 Company updates and Sponsored Updates should be thought of as Native Content: content marketing delivered in a native format In order to be truly native, the content must match the context: keep it professional, helpful, and aspirational Putting banner ad copy into a sponsored update is not native When crafting an update, be concise, and be mobile-friendly. More than ½ of sponsored update engagement comes from mobile devices
- 5. Content Marketing vs. Native Advertising #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 5
- 6. #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 6 Content Marketing “Delivering information that makes your buyer more intelligent”- Content Marketing Institute Source: Content Marketing Institute
- 7. #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 7
- 8. So who is your buyer and what are they on LinkedIn to learn about? #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 9. Your Brand in the LinkedIn Ecosystem Three keys to success Identity Be accurate. Be human. Be helpful. #LinkedInContent @jaimelynn09 Network Knowledge ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 10. Be accurate Use personas + LinkedIn targeting to ensure relevancy. Organic (follower) targeting Sponsored Update targeting #LinkedInContent @jaimelynn09 Recommended minimum audience size: 5-10,000 Recommended minimum audience size: 250,000* *depending on budget and desired reach ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 11. Your Brand in the LinkedIn Ecosystem Three keys to success Be accurate Watch what is trending on LinkedIn #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 12. Your Brand in the LinkedIn Ecosystem Three keys to success Be accurate Call out your intended audience #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 13. Your Brand in the LinkedIn Ecosystem Three keys to success Be human Simply: get personal #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 14. Your Brand in the LinkedIn Ecosystem Three keys to success Be human Everyone needs a lighthearted break from work #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 15. Your Brand in the LinkedIn Ecosystem Three keys to success Be helpful Help professionals be more productive #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 16. Your Brand in the LinkedIn Ecosystem Three keys to success Be helpful And successful #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 17. #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 17 Company and Sponsored Updates on LinkedIn: Native Content Key Takeaway: native advertising in the LinkedIn news feed is about more than just matching the look and feel. You also need to match the context.
- 18. Top Tips for Compelling Updates #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 18
- 19. HEADLINES MATTER Strong language creates a sense of urgency Top Performing Sponsored Updates Numbered lists make content easier to consume ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 20. ASK QUESTIONS TO ENGAGE THE READER Top Performing Sponsored Updates Start with a question or quote to hook your reader Make sure the image is relevant and adds to the tone of the post ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 21. OPTIMIZE FOR MOBILE Top Performing Sponsored Updates Eliminate the intro copy, or keep it fewer than 150 characters Use link posts to optimize mobile clicks (make sure the landing page is responsively designed) ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 22. SPEAK DIRECTLY TO THE AUDIENCE YOU ARE TARGETING Top Performing Sponsored Updates Call out your target audience directly in the copy Ask questions and use “you” directly to your target audience ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 23. INSPIRE THROUGH STORYTELLING Use first-person language and include a clear call-to-action Top Performing Sponsored Updates Rich media image commands attention in the news feed ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing
- 24. Success Stories #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 24
- 25. Results • 50% more likely to agree that “Adobe is shaping the future of digital marketing” • 2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention” “With the ability to target specific audiences with relevant and contextual content, Sponsored Updates allowed us to reach the right audience on the right channel, ultimately helping to move the needle on a primary objective – to inform and educate marketers that Adobe is an industry leader in providing digital marketing solutions.” Adobe #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 25 Case Study: Adobe Sponsored Updates for Branding LinkedIn Confidential ©2014 All Rights Reserved
- 26. 69% LinkedIn Shares “…The engagement has been unprecedented—nothing they had ever seen using traditional B2B marketing campaigns. Sponsored updates on LinkedIn have an engagement rate of 1.76%, which translates to over 3,000 new followers each week on their company page…” Newscred #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 26 Case Study: Capgemini & NewsCred Sponsored Updates for Thought Leadership LinkedIn Confidential ©2014 All Rights Reserved 100,000 new followers Results
- 27. Case Study: Hubspot Sponsored Updates for Lead Generation Results • 400% more leads within their target audience than on other platforms "We have seen very high quality leads coming in from our sponsored updates on LinkedIn. Not only can we target the audience we want to, we can promote our best performing content. “ Hubspot #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 27 LinkedIn Confidential ©2014 All Rights Reserved
- 28. Key Takeaways #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 28
- 29. #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 29 Key Takeaways Make your customers more productive and successful 1 BlackRock 4 things to know about gold's biggest sell-off in years http://bit.ly/12FpSCZ Has Gold Lost its Luster? | iShares Blog bit.ly • Of all the investment topics I've discussed with clients, whether to invest in gold usually elicits the most divergent opinions. As an investment that is almost impossible to value, people's views on gold are often more a matter of philosophy than... Like (12) • Comment (6) • Share • 9 days ago
- 30. #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 30 Key Takeaways Be the editor: A/B test your headlines. Shorter tends to be better. 2
- 31. #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 31 Sponsored Updates Content Best Practice Cheat Sheet Optimizing content • Always ask, “why would my audience read this?” • Use concise and compelling intros and headlines • Ask compelling questions to involve the target audience • Include a clear call to action, regardless of the objective • Make sure your landing pages are optimized for mobile traffic Managing updates • Plan your editorial calendar, but also react to timely events • Respond to comments regularly • Consider keeping updates running through the weekend • Test to see what works with your audience and then refine Optimizing visuals • Always include an image, presentation, or video • Ensure the thumbnail is relevant for external links
- 32. Q&A #LinkedInContent @jaimelynn09 ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing 32
- 33. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief 33
Notas do Editor
- Our mission is to connect the world’s professionals to make them more productive and successful. This is why LinkedIn exists. And we’ve been making strong progress on this mission.
- Our mission is to connect the world’s professionals to make them more productive and successful. This is why LinkedIn exists. And we’ve been making strong progress on this mission.
- I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
- I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
- I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
- I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
- I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
- I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
- I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
- I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
- Hubspot was one of our first pilot customers and has seen very strong performance.