Derek Yueh, Partnership Lead, The B2B Institute @ LinkedIn Brenda Fridman, Senior Director, LinkedIn Marketing Solutions @ LinkedIn There is no advantage to going with the crowd. The competitive edge lies in being contrarian and right. In this session, LinkedIn’s B2B Institute will focus on three strategies that focus on how advertising actually works, what the goal of your advertising should really be, and why less is always more when it comes to B2B ads.

1. Brenda Lando Fridman
Senior Director,
LinkedIn Marketing Solutions
LinkedIn
3 Ways to Find an Edge
For Your B2B Ads
Derek Yueh
Partnership Lead,
The B2B Institute
LinkedIn

2. Marketers Ask
“What Is Everyone
Else Doing?”
Here’s A Better
Question: What Is
Nobody Doing?
2

3. 3 CONTRARIAN
IDEAS
1 The 95-5 Rule
2 Situational Awareness
3 Strategy By Subtraction

4. THE 95-5 RULE

5. How Soon Does Most Advertising Drive Sales?
5
Legend
Has It,
50 Years
For Aston
Martin

6. The Best Ads Drive Sales Over Long Periods Of Time
Because 95% Of Your Buyers Aren’t Ready To Buy Today
6
Companies
Changing Banks
Companies
Buying
Computers
Consumers
Buying Vehicles
Buy
Every
4 Years
Buy
Every
5 Years
Buy
Every
10 Years
6%
“in market”
this quarter
5%
“in market”
this quarter
3%
“in market”
this quarter

7. Most Buyers Are Future Buyers, And Future Buyers
Are The Source Of Future Cash Flows
7
Current Buyers
“In Market”
5%
Future Buyers
“Out Market”
95%
Time
$
$
$
$ $ $ $ $

8. SITUATIONAL
AWARENESS

9. Memories Are
Situational
Experiments show that
if we learn vocabulary
underwater, our recall is
best when we are
underwater again.
9

10. But Most Marketers Don’t Measure Situations Today
10
“I Name This Brand When Prompted
By Category Entry Points”
“I Name This Brand First When
Prompted By The Brand Category”
“I Name This Brand When Prompted
By The Brand Category”
Availability
Salience
Awareness
Share-Of-Mind

11. Understand the Situational Cues For Your Brand
It’s Not About What Buyers Think About You. It’s About When.
11
Where
Why
When
Who
With
Why – motives and
benefits
e.g., to get promoted
When – timing issues
e.g., end of financial year
Where - location
e.g., when working from home
hoW
feeling
While
hoW feeling –
emotions
e.g., to feel a sense
of achievement
While – co-activities
e.g., while in a meeting
With/for whom – other people
e.g., board would approve
With what – co-purchased/
consumed categories
e.g., with privacy software

12. There Is No Awareness Independent Of Situations
Link Your Brand Messaging To Buying Situations
12

13. STRATEGY BY
SUBTRACTION

14. When asked by the Pope how he carved the statue of
David, Michelangelo replied,
It’s simple. I just remove everything that’s not David.
14
”
“
“Via Negativa” Is A Famous Idea In Theology:
To Improve Through Subtraction, Not Through Addition

15. 15
Marketers Should Practice Strategy By Subtraction
Use The 3C’s To Prioritize Your Category Entry Points
Common
How commonly do
buyers enter this
situation?
Credible
How credible is my
brand and/or product
in this situation?
Competitive
How many companies
compete for this
buying situation?

16. 3 CONTRARIAN
IDEAS
1 The 95-5 Rule
2 Situational Awareness
3 Strategy By Subtraction

17. 17
How to Put These Ideas into Action
95-5 Rule |
Relationships
Build long-term relationships
with the 95% of buyers that
aren’t ready to buy, and
engage the 5% of buyers that
are actively in market
Situational Awareness |
Respect
Reach your target audience
when it’s right for them
Strategy By Subtraction |
Results
Understand your performance at
category entry points and how
you compare competitively with
reporting, analytics, insights

18. 18
95-5 Rule | Relationships
Test and learn by posting
about a variety of topics to
see what’s resonating with
your audience
Review organic
performance regularly to
identify top-performing
organic posts
Promote top-performing
organic posts using paid
advertising
Post Analyze Amplify

19. 19
Situational Awareness | Respect
100M
members
visit LinkedIn
monthly
1-2 times/day
To capture mindshare,
organizations should post daily,
1-2 times/ day. Overtime, this will
establish your brand as a trusted
voice.
Comments, likes
and shares are up
30%
year-over year
About
45%
of LinkedIn
articles
readers are in
upper-level
positions
(managers,
VPs, Directors,
C-level)
45%
of all social media traffic to a company’s
homepage comes from LinkedIn
Executives from all
Fortune 500
companies are members
61M
LinkedIn users
are senior-level
influencers
40M
are in decision-
making
positions
&

20. 20
Credibility
High
Low
High
Medium
High
Commonness
High
High
High
Low
Medium
Want to call my colleague
Potential CEP For Microsoft Teams Competition
Medium
High
Low
Low
High
Action
Build
Build
Build
Ignore
Ignore
Facilitate online education
Experience virtual stadium seating
Integrate with work applications
Communicate with a friend
Strategy by Subtraction | Results

21. 21
How to Put These Ideas into Action
95-5 Rule |
Relationships
Build long-term relationships
with the 95% of buyers that
aren’t ready to buy, and
engage the 5% of buyers that
are actively in market
Situational Awareness |
Respect
Reach your target audience
when it’s right for them
Strategy By Subtraction |
Results
Understand your performance at
category entry points and how
you compare competitively with
reporting, analytics, insights

22. THANK YOU
Come see us at booth #315
Brenda Lando Fridman
in/brendalando
Derek Yueh
in/derekyueh