An interview with LinkedIn’s Mike Weir. Most tech marketers know the IT buying process has changed – dramatically – in recent years, but did you know the entire IT buying committee is using LinkedIn to educate themselves before they’ll talk to your sales people? And 55% of them want to connect with vendors!

Here’s what you’ll hear:

  • (1:00) Introduction
  • (4:09) How IT Buyers are Using LinkedIn Today – Changes from the Past
  • (7:40) The IT Committee
  • (9:35) Your Content Strategy
  • (10:20) Earning Leads versus Buying Leads
  • (13:50) How IT Buyers Find New Vendors on LinkedIn
  • (10:15) Making the Short list
  • (24:00) Why Buyers Won’t Connect with You
  • (26:4) Different Content for Different Buyers
  • (32:30) Four Critical Areas to Connect with IT Buyers
  • (38:55) Using Custom Groups
  • (44:55) Measuring Success of Sponsored Updates
  • (47:05) How to Expand Your LinkedIn Participation
  • (50:54) Company Pages
  • (53:00) Reaching IT Buyers in the IT Department