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