Driving Growth and Innovation: Our Key Insights from B2Believe 2024
At Transmission, we champion marketing as a catalyst for growth – a perspective that resonated strongly at this year's #B2Believe event by LinkedIn in New York City.
Following our VP, GTM Strategy Max Massengill's insightful brand and demand feature at B2Believe in 2022 (which I recommend you check out here) this year, Transmission was more than attendees again; we were integral contributors, propelling the B2B industry forward in partnership with LinkedIn.
Kicking off Day 1, a highlight had to be the recognition of our VP, Global Technology Solutions, Jon Clarke by Valerie Beauchamp, VP, Global Head of Agency Development, who applauded his insightful blog on marketing's pivotal role in driving business growth. This acknowledgment set a compelling tone for the event.
Following this, Transmission was welcomed as one of LinkedIn's newest API partners, a milestone that underscores our commitment to leveraging cutting-edge insights for our clients' media planning and buying. This new partnership allows us to gain unparalleled understanding of audiences, enhancing our ability to deliver targeted and effective marketing strategies and align with delivering growth insights to the board.
Transmission - LinkedIn API Partner
Finally, the #B2Believe event provided an exceptional platform for connection building and insightful discussion with the LinkedIn team, partner ecosystem, and customers. These engagements, combined with our deep dive into LinkedIn's latest innovations, allow me to share these exciting key takeaways:
💡 Innovations Unveiled: LinkedIn's Latest Ad Formats and Strategies
Lindsey Edwards, Vice President, Product Management at LinkedIn, announced the following product updates:
1. CTV Ads
LinkedIn's introduction of CTV ads marks a significant milestone in expanding the reach of B2B marketing. At Transmission, we had the unique opportunity to participate in the Beta testing of CTV ads, working closely with our clients to explore their potential and provide direct feedback to LinkedIn.
This hands-on experience has allowed us to contribute to the GTM development of these ads in addition to gaining valuable insights into their effectiveness and how they can be optimised for different audiences.
The new ad format announced for public rollout at B2Believe allows marketers to tap into the growing trend of streaming television, where they can place their content in a premium, full-screen environment. This integration not only broadens the audience base but also enhances the quality of viewer engagement through a more immersive viewing experience.
By integrating CTV campaigns into LinkedIn's Campaign Manager, advertisers can now extend their reach beyond traditional digital platforms to include popular CTV platforms like Samsung Ads and Roku.
2. LinkedIn Event Ads
Recognising the increasing importance of live events in the marketing mix, LinkedIn has introduced Live Event Ads. This innovative format allows companies to promote their live events across LinkedIn's network before, during, and after the event.
These ads will boost engagement and attendance, providing dynamic updates that adapt to the event's timeline. Whether it's building anticipation before the event, driving live participation, or extending the conversation post-event, Live Event Ads offer a versatile tool to enhance the visibility and impact of virtual, in-person, or hybrid events.
3. Live Premier Ads
In partnership with NBCUniversal, LinkedIn has also launched LinkedIn Premiere, a new initiative that marries LinkedIn's precise targeting capabilities with NBCU's vast content network. This collaboration allows advertisers to place their CTV campaigns within NBCU's high-quality content, targeting viewers based on professional criteria such as job title, industry, and seniority.
LinkedIn Premiere and NCBUniversal
The partnership represents a unique convergence of professional networking and entertainment, offering a targeted approach to reach decision-makers and influencers within a premium content environment. LinkedIn Premiere is set to redefine how B2B advertisers leverage content partnerships to reach their desired audiences in meaningful and engaging ways.
“In today’s television landscape, reaching strategic audiences in a premium environment is key to developing media plans that perform. By partnering with LinkedIn, NBCUniversal can give our marketing partners unique access to business decision makers who are already watching our brand-safe, diverse, and culture-defining content.
This collaborative solution continues our momentum of building an audience-first media ecosystem to deliver a curated and relevant experience for viewers as well as an optimal and effective strategy for advertisers.”
Dominick Vangeli , Senior Vice President & General Manager of Advanced Advertising, NBCUniversal
4. Thought Leadership Ads Enhancement
LinkedIn has also expanded the capabilities of its Thought Leadership ads, now allowing you to boost for non-employees, which opens up new avenues for user-generated content and influencer marketing. This update signifies a strategic shift, enabling a broader range of voices to amplify their expertise and insights through the platform.
Transmission + Red Hat - Thought Leadership Ads
Our experience at Transmission, particularly during the Beta phase with clients like Red Hat, has been instrumental in demonstrating the power of this format. Through our collaboration as a LinkedIn Marketing Partner, we've integrated Thought Leadership ads into always-on programs, yielding remarkable results.
Red Hat, collaborating with Transmission, pioneers the use of innovative ad formats on LinkedIn in it’s always-on programmes. Their recent success with the Thought Leadership format, boasted a 200% increase in engagement compared to static ads and underscores its effectiveness in enhancing brand reach and humanising the people behind the brand. Recent insights also indicate that placing links within the first 100 characters drives optimal click-through rates.
Interested in trying out Thought Leadership Ads for your business? Reach out to see how we can help!
⚡ Unveiling Hubbub Heroes at B2Believe: A New Era in LinkedIn Advertising
At the B2Believe event, Transmission also proudly unveiled our latest innovation in the realm of LinkedIn advertising: Hubbub Heroes. As a seasoned LinkedIn Marketing Partner, we've harnessed our deep-rooted expertise to create this dynamic platform, designed to spark creativity and transform the way businesses engage with LinkedIn's professional community.
Introducing the Hubbub Heroes
With a community of over a billion users, LinkedIn presents a wealth of opportunities for businesses to make their mark. However, standing out and capturing the attention of crucial audiences demands more than just strategic placements; it requires creative flair. Hubbub Heroes is our answer to this challenge, offering a suite of tools and insights that breathe life into your LinkedIn advertising campaigns.
Hubbub Heroes: The Complete Collection is a testament to our journey and knowledge as a LinkedIn Content Partner. This comprehensive guide introduces an elite squad of LinkedIn Ad formats, each with its own unique capabilities, from pinpoint targeting of decision-makers to generating streams of high-quality leads. The collection elucidates the strengths, superpowers, and synergies of each ad format, arming you with the knowledge to craft your ultimate LinkedIn Ads campaign.
Introducing the Hubbub Heroes
Revealed to the world at #B2Believe, Hubbub Heroes is set to inspire and equip marketers with the creative edge needed to leverage LinkedIn Ads to their fullest. It's not just about reaching your audience; it's about making a meaningful impact, ensuring your brand's message resonates deeply with the professionals who matter most to your business.
Check out the playbook, Hubbub Heroes: The Complete Collection here!
🔮 Transmission's Pioneering Role and Future Directions
As the world's largest independent B2B marketing agency and a LinkedIn Marketing Partner, Transmission is uniquely positioned to leverage these innovations for our clients. Our attendance at #B2Believe reflects our commitment to stay at the cutting edge, ensuring our strategies are both current and predictive of future trends.
We're excited about the potential these new LinkedIn features hold for our clients and the industry at large. By integrating these tools into our strategies, we're not just executing campaigns, we're driving the narrative that marketing is an indispensable contributor to business success.
👀 Looking Ahead with Transmission
The insights from #B2Believe 2024 combined with our internal thought leadership set the stage for a transformative year ahead. Transmission is more than ready to lead this charge, harnessing the power of LinkedIn's latest offerings to showcase marketing's true impact on growth.
As we continue to innovate and collaborate within the LinkedIn ecosystem, our focus remains steadfast on demonstrating marketing's value – not just as a function but as a pivotal growth engine for businesses worldwide.
Transmission at B2Believe 2024
In closing, I want to extend our heartfelt thanks to the team at LinkedIn for hosting Transmission at #B2Believe. Your unwavering support and collaboration are invaluable to us. Together, we're not just participants in the B2B marketing landscape, we're pioneers, committed to innovating, leading, and setting new benchmarks.
This partnership is a testament to our shared vision of elevating B2B marketing, and we're excited to continue this journey, pushing boundaries and celebrating successes together. Here's to our continued collaboration and the remarkable journey ahead in putting B2B marketing firmly on the map!
Whether your business is just getting started with LinkedIn Ads or you're looking to achieve a specific goal on the platform, we use our LinkedIn expertise to drive results. Get in touch to learn more!