LinkedIn B2B Marketing Articles

  • Taking the Long View: Alan Marks

    ServiceNow’s CMO On How Great Creative Is Building Emotional Relationships in B2B

    December 2, 2020

    In the latest edition of the “Taking the Long View – Conversations with The B2B Institute at LinkedIn” series, B2B Institute’s Global Head Jann Martin Schwarz speaks with Alan Marks, CMO of ServiceNow. Over the past three years, Alan and his team, including agency partner BBDO San Francisco, completely transformed ServiceNow from unknown B2B tech player into a...

  • Portrait of a woman looking directly into the camera while sitting down and resting her arm on the back of the couch.

    How Marketing Departments Can Build Racially Diverse Leadership

    December 1, 2020

    As demonstrations spread across the world this summer in response to racial injustice and police brutality on Black communities, brands have shared supportive and reflective messages with their customers spotlighting #BlackLivesMatter. Though it's important for brands to use their platform to advocate for racial justice globally, they have begun to understand...

  • Man sitting on couch with dog, looking at laptop. Christmas tree and decorations in background.

    New Guide for Marketers

    December 1, 2020

    The most effective LinkedIn ad campaigns are built on focused and agile bidding strategies. To help with your bidding strategy, we have created a new guide, “Best Practices for Bidding on LinkedIn.” The guide is full of useful tips to help you navigate bidding with LinkedIn’s Campaign Manager tool. When you launch a campaign on LinkedIn, all ads enter a...

  • Turning gears

    How the LinkedIn Ads Auction Works — and How You Can Benefit

    November 23, 2020

    You understand advertising and generally get how auctions work. But marrying the two in the digital realm—advertising and auctions—can...

  • Read Me if You Want to Drive Better Leads on LinkedIn illustration

    Read Me if You Want to Drive More Leads on LinkedIn

    November 22, 2020

    Editor's Note: This post, co-written by LinkedIn's Mandy Bowman, is the last of a three-part series inspired by ‘Read Me’, a trilogy...

  • Amanda Halle Bates

    How B2B Startups Can Unlock Growth By Establishing Strong...

    November 20, 2020

    There is no question that B2B startups are tasked with achieving aggressive revenue goals — and these growth expectations largely fall...