A Sophisticated Marketer’s Perspective: Gain A Competitive Edge with Tips from Heidi Bullock
April 30, 2019
Lead generation and brand awareness are equally important and intricately intertwined — and the most sophisticated LinkedIn strategies place a complementary focus on both. In celebration of the five-year anniversary of The Sophisticated Marketer’s Guide to LinkedIn, we chatted with Engagio’s Chief Marketing Officer, Heidi Bullock, to learn how she and her team find the right balance of boosting brand perception while driving leads. In light of Engagio’s emphasis on account-based marketing, we were especially interested in getting her thoughts on leveraging LinkedIn for ABM.
Read on to learn which metrics Heidi likes to track, how she goes about researching new prospective accounts, and why she calls LinkedIn “the CliffsNotes for business.”
Sophisticated Tips for Growing Your Brand from Heidi Bullock
What’s something interesting about you that’s not on your LinkedIn profile?
The most interesting things about me are not on my LinkedIn profile! I think my team will vouch for this — I am very funny. Most people don’t expect me to be funny, but I surprise them. Here are a few other fun facts: When I was younger, my family would drive (yes, really) to Baja and Montana every year. I also played soccer for years, and I am left-footed, so that was a bit of a gimmick.
Why is a strong LinkedIn presence important to an account-based marketing strategy?
A strong LinkedIn presence is important — period, stop. I think with ABM, it’s essential because many teams are driving more outbound efforts. As an example, if a company receives an email, direct mail, outreach from a rep, etc. – the first thing they do is look at LinkedIn to understand what the company does – and also what they stand for. It’s the CliffsNotes for business.
Which insights and metrics do you find most valuable when measuring marketing performance on LinkedIn?
It depends on what we are highlighting. For example, if we’re posting a customer perspective or a video, I like to look at overall engagement and views. I like to understand if we reached the right set of people. If we’re sharing information about an event, or another piece of content, I like to track registrations or downloads. For example, if we’re promoting an event, and we used LinkedIn as part of our strategy to focus on target accounts, I want to look at how many target accounts we got to sign up.
How can marketers gain more traction within buying committees through LinkedIn marketing and advertising?
For B2B marketing, most folks reading this understand that purchase decisions involve multiple people. Most buyers are inundated with choices, and it’s harder than ever to stand out and ensure your value proposition is clear. LinkedIn is a great way to engage a buying group on their terms, and delight them with a video or post. A simple thing is to tag folks in a post directly, like individuals the buyer looks up to. We have also leveraged LinkedIn ads to get in front of the right set of people, as part of a larger strategy.
How can marketers find the sweet spot between brand awareness and lead generation with their social strategies?
Brand and lead generation are equally important and very intertwined. I think of brand as the wrapper around lead generation. Without a great brand, your lead gen will be suboptimal. For example, lead generation is very dependent on content – and that reflects the brand.
The key for social is making sure that, one: there is a balance. You don’t want to post only one format — for example, only ebooks or heavy product information, or only your CEO walking through the parking lot. It’s helpful to have a calendar with the types of posts listed out, and it becomes apparent if there is an imbalance. Two: it should be valuable to customers – not only about you.
What are some of the key details you look for when researching a prospective account to understand their situation and needs?
To understand what an account and key stakeholders care about, I like to listen to earnings calls and read annual reports. Our team also reviews profiles on LinkedIn and Twitter. We actually track LinkedIn job alerts as a key part of intelligence.
What are your favorite types of posts to come across on your LinkedIn feed?
I enjoy posts that offer a tip or trick from someone that is an expert. LinkedIn is a great way to get concise information that can help with your job and career. I also like when people post videos from events. I can’t make it to everything, and this is a way of feeling like you are there (event FOMO, NOMO)!
Where do you see LinkedIn in five years?
LinkedIn has such a rich repository of valuable information. I think in five years, a few things may evolve:
AI-applied insights and recommendations. Trends about industries, key insights, etc.
More sophisticated segmentation and customization of feeds. It would be great to customize your own feed.
Video profiles. People can’t get away with using a picture that is 10 years old!
Score with Winning Tactics on LinkedIn
She might kick lefty, but Heidi knows how to take the right steps with marketing. Whether your organization adopts an account-based strategy or not, the fundamentals of forging a strong LinkedIn presence, tracking against your objectives, and diversifying your content mix are reliable mainstays for stellar performance.
Before your team takes the field, take a look at our revamped Sophisticated Marketer’s Guide, where you’ll learn even more tips, tricks, and tactics for a winning LinkedIn marketing strategy.