LinkedIn Marketing Awards: Meet the Judges

The LinkedIn marketing experts who’ll be deciding the finalists for this year’s awards

January 6, 2020

LinkedIn Marketing Awards: Meet the Judges

The 12 days of Christmas officially come to an end today. It’s almost two weeks since those carefully hung stockings mysteriously filled up with gifts – and another 12 months until you next get to see whether Santa ranks you as naughty or nice. However, there’s one Christmas list that B2B marketers still get to look forward to. In amid all the festive cheer, a hand-picked group of LinkedIn marketing experts have been busy reading through the hundreds of entries that we’ve received for The LinkedIn Marketing Awards. On 20th January, they’ll be announcing the 24 entries, three in each category, that will go forward to our final round of judging. It’s shortlist time!

Deciding which campaigns should make the final is a big responsibility – and we’ve chosen colleagues with specific expertise in each of our awards categories to analyse the entries and make the call. While they are locked away drawing up their shortlists, we wanted to shine a spotlight on these internal LinkedIn marketing experts. Who sits on panel that decides the finalists? And what persuades them that a campaign should go forward to the next stage?

We got together with our full line-up of internal judges and asked them to reveal a little about themselves, about their marketing expertise, and about what they’re looking for in a LinkedIn Marketing Awards finalist. Here’s what they had to say:

Fiona Gallagher
Head of EMEA Field Marketing

Judging category: In It Together
Marketing super power: The B2B Jargon Buster

What makes great marketing on LinkedIn? Campaigns based on great audience understanding that are relevant, create value, and result in measurable business impact.

What will you be looking for in a finalist from your category? Evidence of teams bringing together distinct skills and expertise to achieve a shared business goal.

Fernanda Sobral Pacheco
LATAM Group Marketing Manager
Judging category: Best B2B Brand Campaign (businesses up to 200 employees)
Marketing super power: Empathy super power, understanding SMBs pains and needs

What makes great marketing on LinkedIn? Empowering and supporting your audience.

What will you be looking for in a finalist from your category? Impact, storytelling, and a clear and powerful call to action.

Grace MacDonald
Marketing Manager, Content & Social
Judging category: Best B2B Video
Marketing super power: B2B Video Wizard

What makes great marketing on LinkedIn? Any marketing strategy that puts your audience’s key challenges and needs at its core, and cuts through the noise.

What will you be looking for in a finalist from your category? Using video to help bring a clear narrative to life, including the creative use of live video.

Rebecca Harmer
Head of Events EMEA
Judging category: Best B2B Brand Campaign
Marketing super power: Events Legend (I’m a wizard too – but Grace has already claimed that power)

What makes great marketing on LinkedIn? Smarts and wits.

What will you be looking for in a finalist from your category? Creativity, surprise and an unusual angle.

Andrew Monu
Director of Field and Product Marketing, EMEA and LATAM
Judging category: Best B2B Lead Generation
Marketing super power: B2B Storytelling

What makes great marketing on LinkedIn? Commercial sense and creativity.

What will you be looking for in a finalist from your category? The ability to align creative execution with business strategy.

Kelly Farrell
Associate Product Marketing Manager
Judging category: Best High-Value Consumer Campaign
Marketing super power: Customer Success Detective

What makes great marketing on LinkedIn? A meaningful value exchange and creative flair, from marketers who understand the mindset of people on LinkedIn.

What will you be looking for in a finalist from your category? Eye-catching, beautiful creative that makes use of the rich media formats available on LinkedIn. I believe that’s a real opportunity for marketers in this space, and I’ll be interested in how the results they drive connect to their articulated marketing objectives.

Ana Carolina Almeida
LATAM Marketing Manager
Judging category: Best High-Value Consumer Campaign
Marketing super power: Laser Focus on Results

What makes great marketing on LinkedIn? A long-term view of brand value and an appreciation for targeting the right people with the right content.

What will you be looking for in a finalist from your category? Evidence of marketers achieving measurable results while delivering value to the costumer.

Jennifer Bunting
Head of EMEA Product Marketing
Judging category: Best B2B Video
Marketing super power: Go-To-Market Spidey Sense

What makes great marketing on LinkedIn? Putting the needs or expectations of the audience first. If you miss that mark, then you aren't going to meet your marketing objectives.

What will you be looking for in a finalist from your category? Three main things: a clear role for video in the strategy, content that’s relevant to the audience through being informative and/or entertaining, and smart use of metrics to measure success.

Lizzy Knights-Ward
Group Marketing Manager, Content Marketing EMEA
Judging category: Best B2B Thought Leadership Content
Marketing super power: The Story Hacker

What makes great marketing on LinkedIn? Compelling narratives and stories, with stand-out creative that stops people from scrolling past. Anything that showcases the human side of a brand whilst tackling critical topics that matter to their audience.

What will you be looking for in a finalist from your category? Evidence of the impact and influence of content on the business and its audience. I’ll be looking out for creative storytelling that’s backed by a clear and continued strategy.

Jane Fleming
Marketing Manager, Content & Social EMEA
Judging category: Best B2B Thought Leadership Content
Marketing super power: Intuitive Thinking

What makes great marketing on LinkedIn? Content that answers the needs of the customer in a creative and authentic way.

What will you be looking for in a finalist from your category? Consistency, authenticity and compelling content.

You won’t have to wait long to see the results of our judges’ work. Watch this space for our shortlist announcement on 20th January.

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