Case Study
LinkedIn has long been the go-to network for B2B marketing – 96% of B2B marketers use LinkedIn to distribute content and 4 out of 5 LinkedIn members drive business decisions.
Yet in the U.S. financial services sector, LinkedIn faced a unique challenge. Many marketing leaders at banks, insurance companies, and investment firms weren’t fully engaged with the platform. Convincing these CMOs of major financial institutions to invest more of their ad budgets into LinkedIn (over alternatives like Google or the buzzworthy TikTok) required more than just touting ad specs. LinkedIn needed to demonstrate its distinct value as a B2B advertising platform for financial services by building genuine brand affinity and trust among these decision-makers.
Challenge
Position LinkedIn as the premier hub for reaching business customers in financial services.
Outcome
An organic content creation strategy was created for the leader within the financial services division in order to continue the active and passive conversation between potential customers.
Project Scope
Strategic Marketing
Thought Leadership
Audience Research
Positioning & Messaging
Content Creation
Demand Generation
To tackle this challenge, our team partnered closely with LinkedIn’s marketing group to craft a content-driven storytelling campaign targeting financial services CMOs.
Rather than using traditional ads, we developed a series of micro-content pieces designed to educate, inform, inspire, and advise busy marketing executives. Each piece was concise and highly relevant, meeting leaders where they were with the information they craved.
Quick-read articles and infographic posts filled with best practices for B2B finance marketing that subtly highlighted LinkedIn’s unique advantages.
Authentic, straightforward, conversational testimonials that implicitly endorsed LinkedIn as the place where industry leaders speak out.
Casting LinkedIn as the central hub for discussion and discovery with a core, unifying message: the most important conversations in business happen on LinkedIn.
Actionable advice and how-to’s that built trust and credibility through real world cases and campaigns.
The campaign quickly gained traction, leading to meaningful engagement among the target audience and internal wins for LinkedIn’s team. They were able to create deeper connections with key B2B marketing leaders and solidified LinkedIn as the go-to platform for reaching their most sought after customers. Just as important as the advertising wins were the perception wins: LinkedIn was no longer just viewed as a social platform, but as a trusted partner and advisor when it came to B2B marketing.
Katheline Jean Pierre
Senior Director, Financial Services & Canada, LinkedIn
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