marketinginmind.social

LinkedIn Help to B2B Companies:
As a specialized independent B2B LinkedIn Marketing consultant 
I daily help B2B businesses optimize their LinkedIn Marketing presence 
I support and grow their business!
Shall I help your B2B company too?
Let’s book a free 30 min discovery talk!
Write me: mikala@marketinginmind.social

I help my clients utilize their LinkedIn B2B marketing investments to lift success =
grow business results

Background:
Heading Danish LinkedIn Marketing Solution office, 6 years (2017-2023)

I focus all my time improving & developing my multiple clients LinkedIn B2B marketing & content strategies. 
Working closely with Danish B2B companies & their agencies
Departments: B2B marketing & PR departments & Top C level management.

My client Portfolio includes 75% of the companies listed in the C25 index

My extended experience: 
deep, diversified knowledge through developing, consulting and executing LinkedIn Marketing Solutions strategies & executing campaigns for 100+ B2B clients, within various industries.

I can deeply understand YOUR B2B too:
Your B2B services/products, your market & competitive situation & your GOALS

I combine this info with my solid accumulated LinkedIn insights =
I help YOU optimize & customize YOUR B2B strategy & best execution to lift YOUR LinkedIn success! 
I offer B2B marketing counseling services i.e:
*	Develop a successful and customized LinkedIn strategy 
*	Develop a LinkedIn tactics – formulation, planning, budgeting & execution, secure correct adaption to platform
*       Auditing you legacy LinkedIn ad campaigns - to optimize for KPI & reach your ICP
*	Content creation guiding; How to best customize to target groups, the platform and the specific 
goals
*	LinkedIn ad campaign management; creation, execution, optimization during the campaign period, 
        reporting with learnings and suggestions for next campaigns optimization, campaign manager 
        optimization 
*	Multiple LinkedIn learning & workshop sessions

Certified LinkedIn Marketing Consultant/LinkedIn Content Strategy/B2B ads/data/employee-advocacy

Teads

Entering a new market project.
A project where I investigated the danish advertising market for the possible entering of an unfamiliar technical advertising solution (teads) by starting the conversations on both the agency and the publisher side exploring the demand possibilities and the possibilities  to enter partherships with top DK publishers

Country Lead Denmark

LinkedIn | AdColony Scandinavia

Heading Linkedin Marketing Solutions Denmark, at AdColony - the official LinkedIn Partner in Denmark

Delivered a revenue growth of more than 600% ! for the danish LinkedIn partner market (uplift in 5 years)

Represented Linkedin Marketing Solutions Exclusively in the danish market for +6 years

Helping firms create successful B2B Strategy on Linkedin through Native content & data marketing solutions with our 6+ years of experience as the local LinkedIn Marketing Solution Partner.

In my role I I head the team, and lay the strategy and market tacktics for the danish market.
While still directly involved managing and consulting our Top 10 client relationships -
75% on the Top list appears in the danish C25 stock index

I worked to educate danish marketeers in how to best utilize LinkedIn Marketing Solutions as well as develop marketers strategical LinkedIn presence organically and through employee advocacy programs.

The continued long time relationships and efforts have resulted in better results for our clients over the  years using the LinkedIn platform in their marketing mix and communication strategy.

This has resulted in all our B2B clients significant business growth.

We worked closely with a major part of the largest danish marketeers and their agencies.

I educated and consulted the 3 largest agencies social media departments in Linkedin best practise to help them generate great results for their B2B clients.

AdColony was the Exclusive local Partner on LinkedIn Marketing Solutions in Scandinavia 6 years before LinkedIn took a strategic decision and insourced this business part from Jan 2023.

AdColony Scandinavia was by far the best performing Linkedin Marketing Solution Partner of all 32 global markets, thus generating 50% of the total partner revenue for LinkedIn!

Head of the LinkedIn Marketing Solutions Partnership in Denmark & Country Manager Denmark

Strategic Sr. Market Director & Agency Lead, LinkedIn Marketing Solutions Denmark

Strategic Sr. Client Director, Agency Lead - LinkedIn Marketing Solution Denmark

Linkedin Marketing Solutions Denmark, Executive Linkedin Partner

Represent Linkedin Marketing Solutions Exclusively in the danish market.

Helping firms create successful B2B Strategy on Linkedin through Native content marketing solutions with our deep experience as the local LinkedIn Marketing Solution Partner.

In my role I introduce and educate danish marketeers in LinkedIn Marketing Solutions as well as develop marketers strategical LinkedIn presence.

We work closely with a major part of the largest danish marketeers and their agencies.

AdColony is Exclusive local Partner on LinkedIn Marketing Solutions in Scandinavia
AdColony is the most important Linkedin Marketing Solution Partner, generating more the 50% of the total marketing partner market

Sr. Client Manager, Agency Lead - Linkedin Marketing Solutions Denmark

eBay

•	Strategic responsible for the Group M agency account and their clients  ( top 100 advertisers in DK)
•	Negotiating on director level 
•	Programmatic sales, data and audience based solutions,  native  & content 
•	Trusted media advisor working in succesful co-operation with employees from Group M (Trade,   Xaxis, Digital, Account, Client, etc.) driving their Clients growth through digital audience and databased solutions
•	Work closely with & influence internal stakeholders to meet commercial market adaption (product, business development, tech, marketing etc. 
•	Research +  Market indsights /development

Biggest success: 
I have redeemed the programmatic solution & data selling revenue on my portfolio - from a non existing revenue stream at my accession - to a seven digit revenue stream 
While parallel growing the IO buying on the same ad agency client (in a declining market) with 21%

Senior Agency Manager * Account: Group M (WPP)

Specific Media

Responsibilities:

- Digital targeted data media solutions
- Media sales Cross Device/ Cross Platforms, Mobile, Video.
- Portfolio - WPP(all Group M agencies) + some smaller Danish agencies
- Trusted media advisor working the co-operation with employees from WPP (Digital, Broadcast, Client) with the aim of driving their Client´s growth through digital marketing
- Process the client base of WPP directly
- Intensively extend the relations with the agencies and clients
- Negotiation on director level
- Research
- Sales Strategy
- Presentations on C Level


Achievements:

- *A 320 % sales growth in new products/video solutions


_________________________________________

Specific Media provided digital marketing solutions. The company operated within the advertising sector, where it provided solutions for advertisers and media. The concept of programmatic buying was a key factor in this business.

Senior Agency Manager * Account: Group M(WPP)

Euroinvestor

Responsibilites:

- Head of Department with 2 employees
- Portfolio - both client and media agencies
- Negotiations on director level
- Commercial partner relations
- Strategy sales - also on the European sites
- Research
- RTB  Strategy
- Evolve new sales Enterprises


Achievements:

- A 300 % revenue growth in new clients
- Managing 2 positions simultaneousley and successfully: the sales tasks as Key Account Manager handling my own Portfolio - and the managing tasks as Head of Sales

________________________________

Euroinvestor.com is a 100% independent internet media. The company's mission is to help private investors improve their investing skills. The revenue comes from advertising, sponsorships, user paid subscription services and investor relation services.

Euroinvestor is a leading stock and investor portal, which make sure that 1.6 million users around the world can stay on top with relevant investor information.

Senior Sales Manager & team lead

Børsen

Responsibilities:
 
- Portfolio - both client and media agencies
- Negotiating on director level
- Building up Pipeline with Existing and new Clients
- Commercial partner relations
- Digital sales strategy
- Evolve new sales enterprises


Achievements:

- Elevated existing portfolio with 2 digit figures each year –Also during the rather frozen media market 2009-10!
- Growing the BtB Property clients from spending literally zero on digital ads - to spending over 2 million DKK. That corresponded to 8% of the total Revenu for the Digital Department
- Managing 2 portfolios at the same time for a 6 month periode, managing to grow both of the portfolios


_______________________________

Børsen is a Danish newspaper with focus on the business sector, but it also covers politics, lifestyle and economics. 

The newspaper was founded in 1896, and is today a part of the Swedish Bonnier-group.

Senior Digital Consultant

Berlingske Media

Responsibilities:

- Responsible for sales on media brands: berlingske.dk, business.dk, bt.dk, bny.dk
- Building up Sales Direct Department with 12 Key Account Managers
- Coaching colleagues and sales teams in various situations
- Advertising Sales
- Online Advertising
- Online Marketing
- Portfolio: the agencies’ groups - Group M & Aegis
- Intensively extend the relations with the media buyers at the agencies
- Negotiation on director level
- Process the client base of the agencies 


Achievements:

- More than 100 % revenue growth on my portfolio


_________________________________

Berlingske Media owns the three major Danish news brands Berlingske, BT and Weekendavisen as well as a number of digital activities and the national radio channel Radio24syv. 

Each month they reach 661.000 readers and 2,4 mil. web users, and through quality journalism their media inform the Danish public and contribute to the democratic debate.

Senior Agency Manager

Erhvervs Ejendom

Sales Manager, at Erhvervs Ejendom


•	Head of Department (2 employees)
•	Negotiating on director level
•	Building up pipeline and extending costumer base
•	Marketing /sales strategy & Business development 
•	Presentations and marketing material

Biggest success:  A 55 % growth on yearly client agreements

___________________________________

Erhvervsejendom:

A BtB Magazine, site and seminar provider (with 15 employees)
Target group: the professional property business

Manager of Sales

Bonnier Publications A/S

Responsibilities:

- Nordic and Danish Client Portfolio
- Negotiating on director level
- Developing existing Client relations/yearly agreements
- Look up leads and develop to new Clients
- Creative sales approach
- Sales coaching internal in Bonnier 
- Initiate the work towards Nordic costumers on Nordic sales level 


Achievements:

- A 35 % growth on yearly client agreements –achieved in a very declining market


.

Nordic Key Account Manager

Certified LinkedIn Marketing Advisor//Helping B2B companys succeed at LinkedIn Marketing Strategy & Content & ads & employee advocacy=generate business growth//ex.Head LinkedIn Marketing Solutions DK 6 years(2017-2023)

*I help B2B businesses stand out on Linkedin and get noticed by potential clients & sphere of interest
* By utilizing the multiple business possibilities offered by LinkedIn within the Marketing & PR fields:
 *Strategy, targeting, paid advertising (campaign management),Content development, community growth

As a experienced LinkedIn B2B consultant  - working exclusively with LinkedIn for 7 years - 
I can help your business optimize your LinkedIn Marketing & organic presence to support and successfully develop your business goals!

Background:
I officially represented LinkedIn Marketing Solutions for 6 years.
Heading the LinkedIn Marketing Solution Partner team in DK.

Your business benefits unleashing my knowledge:
 I have fully focused & dedicated all my working time improving and developing my clients LinkedIn B2B  paid & organic strategie by working close with larger agencies and 100+  Danish B2B companies & cooperating with marketing & PR departments & C level management 
- including 75% of the B2B companies listed in the Danish C25 index for 7 years!

My extended hands on experience with a deep and diversified knowledge goes from developing strategies & tactics to executing campaigns for diverse B2B clients, operating within various B2B industries such as FinServ, Tech, Manufactoring, Startups etc. will help YOU utilize LinkedIn best possible!

Working together I will deep dive into your:
*industry *ideal clients *services/products *market and competitive situation *business goals 

 B2B marketing counseling services I offer:
*	Develop a successful and customized LinkedIn strategy 
*	Develop a LinkedIn tactics – formulation, planning, budgeting & execution, secure correct adaption 
         to platform
*       Auditing you legacy LinkedIn ad campaigns - to optimize for KPI, reach your ICP
*	Content creation guiding; How to best customize to target groups, the platform and the specific 
         goals
*	LinkedIn ad campaign management; creation, execution, optimization during the campaign period, 
        reporting with learnings and suggestions for next campaigns optimization, campaign manager 
        optimization 
*	LinkedIn learning & workshop sessions on multiple LinkedIn marketing & ad topics

Sum up:
I will help optimize your LinkedIn B2B marketing and content investments leading to greater business success!

Contact:
Shall I also help your B2B company?
Let us have a free 30 min discovery video talk!

Please reach out by email: mikala@marketinginmind.social to book a time sloth!

PS. I speak danish (my native tongue) english & german fluently

BIG UPDATE - LinkedIn™ Launches "Premium Company Pages"
Attention all marketeers; HR, Communication managers & top management people – this important new info is for you
There is a BIG update change for all Companies with a LinkedIn Company Page:

LinkedIn™'s Premium Page will be a
Subscription-based model (charged per company page)

We are entering a new era for LinkedIn organic reach presence for companies with this change (my personal prediction)

Higher Organic Reach:
It is not confirmed, but my best guess is we could list a game changer 
as a nr 7 (to the 6 point list below) as
“Higher organic reach / higher visibility for Premium Pages” …?

As many of you may have experienced (the last year or so)
It can have a positive effect for your personal post reach if you have a premium subscription compared to just relying on the freemium version
(I noticed this myself)

I therefore anticipate it will have the same impact with a Company page premium versus a not paid - as an addition to the feature list
Rumor has it: It is now time to pay to play!!

The 6 exclusive features (these are officially confirmed)

1. Custom Call-to-Action Button:
Not just a bottom, think of it as your page's personal billboard and first impression.
Could be a  "Visit Website" or "Contact Us",
make your page impossible to ignore in search results and page posts.
   
2. Visitor List:
This is wild! Curious to see who's been checking out your page?
Now you can see—and connect with—visitors
Could be used for many purposes in sales and HR
   
3. Custom Testimonial:
Showcase a client endorsement right at the top, 
this is effective for showcasing and building trust
   
4. AI-Powered Post Assistance:
Leverage AI smarts to craft posts that resonate.
Could be like having a free digital copywriter at hand? – 
let´s sew how this rolls out compared to other AI models
   
5. Auto-Invites:
This is also a top pick feature in my opinion:
This feature alone could justify signing up for the subscription.
Automatically nudge interactors to follow your page. 
Just think of the reach you would build!

6. LinkedIn Premium Logo:
Brand your page with the premium badge and stand out in crowded search results

**Especially Nr 2 is extraordinary – LinkedIn now to give you these granular specific visitors insights!**

**Nr 5 is also something to pay extra attention too – auto invites to follow. 
What’s not to like**

Question:
 I am curious to hear my great networks take on this big news, so please chip in in the comments here!
Q1 - Is this a good or a bad development?
Q2 - Are the 6 features confirmed great enough for you to buy the premium?
Q3 - What do you think of my nr 7 prediction on the list?

PS Premium Pages are here and currently in roll-out stage.
I guess this will roll out to US as a first market (as they usually do)
There might be a qualification process, so look out for the "Try Premium for $0" or "Upgrade to Premium"  options coming to your company page soon!
#marketinginmind

Mikala Krüger

It is not possible to ‘stretch’ your marketing budget –
and still get the desired results!

Advertising prices is going up
Cost-per-click (CPCs) will increase by +15% this year*

The B2B competition is getting fiercer in all industries🔥
This is the tough reality for 2024
 
“Bitching” to other marketeers will not help you
What we - as marketeers - need to do instead, is to educate our:

- Top Sales- & marketing leadership
- VP Finance/CFOs
- CEOs/Board Members

On how inflation and raising prise impacts marketing effectiveness in 2024

Because, 
if you are forced to maintain the 2024 budget (equal to the 2023 budget) 
you are cutting significantly back in your actual marketing possibilities 
Let alone if you have to cut back on your marketing budget (compared to 2023) you will really lose in the growth game!

What happens is this:
You will allow competitors to ‘eat’ your lunch because

o   You will let the competitors get more and  repeated access to your ICP

o  Your ICP will remember your competitors over you

o  You will lose market shares
 
This will negatively impact your company’s ability to grow, because:

o  It’s impossible to ‘stretch’ marketing budgets in 2024 when prices go up
o  You cannot deliver sales results and a sufficient lead pipeline
o  You cannot grow without sufficient higher budgets
 
 
How are you tackling this 2024 reality?

#marketinginmind
#B2Bmarketing
#B2Bgrowth


 

How I help(ed) + 75 B2B clients over 6 years
increase their website inbound lead quality to lift sales by 2-3x digit nr.:

I adjust their LinkedIn paid ad execution to exactly fit the Linkedin platform -
fit the clients market situation - and not least fit the needs of their ICP

I especially focus on

*  - A solid ICP mapping
* - Website simplification (UX) to  increase conversion rates 
* - A foundation of content strategy mapped to key stages in the ICP journey 
* - Controlled  experimentation, creatives, copy, target group data
( remember only 1 variable at a time)

#marketinginmind
#linkedinads
#linkedinplanning

What’s working on LinkedIn in 2024?

Are you in communication, marketing or Top management?

Then this data rapport is interesting for you!

This is LinkedIn benchmarks and key insights for 2024 -
 released by Socialinsider 

 Looking at LinkedIn benchmarks & Engagement data & Top performing content

1. Key findings:
1.1. The engagement rate on LinkedIn has increased by 44% YoY
1.2. Multi-image posts generate the highest amount of likes & comments on LinkedIn
1.3. Videos are the most shared content type on LinkedIn
1.4. Brands have increased their posting frequency on LinkedIn by 10% in 2024
1.5. Polls generate the highest impression rate on LinkedIn
1.6. Posts with multiple images and short captions have the highest engagement rate on LinkedIn

You can find the link to the study in the comments

#marketinginmind
#LinkedIncontent
#linkedindata

Noticed odd Linkedin ad behaviour using Lead Gen Form ads?
Seeing impressions where the Lead Gen Form is suddenly missing?😱

Explanation as follows:

It is because paid ad impressions and organic post impressions 
is created and displayed differently!

When an ad is re-shared by a user - 
it is then an organically re-shared post in another user feed
(same if there is given an engagement like a "like" on that re-shared post)
it TRANSFORMS from its paid ads origin form
in to an organic piece of content (organic post)

So this action taken by the LinkedIn user 
(ex. your employees a connection or a follower) 
transforms the post (when shared) 
from its origin paid form in to the "new" organic form, and
that results in an expansion of your ads reach into an extra organic reach - totally unattached (untracked) to what you will see in your LinkedIn Campaign Manager ad impression numbers and engagements

Crazy right!?

Or perhaps it kind of makes sense? 

Let me explain:
The Lead Gen Forms (LGF) = is a Paid feature only!

And since a lead gen form is a paid ad post feature only ( = not available as a organic feature meaning when you create a post yourself or from your company page you have no possibility to ad a LGF) 
this is why you ad ( when shared organically) “ drops (removes)  the LGF!

Because of the TRANSFORMATION from a paid to organic impression 
as described above:)

It makes sense because:
You only pay for the paid impressions that you control
By control, I mean you decide the target group and only pay for impressions within you defined target group and what you can track and see in your Campaign Manager tool

You never pay for en extra organic reach when people are just being generous and share your paid content(ads)

Please let me know in the comments if this raises questions or 
sparks any reflections?🙏🏻
Curious to hear them🙂

#marketinginmind
#linkedInads
#linkedInleadgenforms

Make sure to stand out with 5 LinkedIn profile hacks:

Quick win: It only take you 20 minutes
to implement my 5 LinkedIn hacks

1. Professional boost for you Profile Url
Customize your public profile URL
for better search visibility and a professional tone
Ex  https://lnkd.in/eepC_V7A

2. Make your contact info (link) visible and clickable under the “Custom button”
Be sure to use the option to add a custom button
This is an important and high up placement on your profile (placed right after your name and job title)
I have a “ Website info here” linking to my page : https://lnkd.in/ebKMhb-s
 
3. Keep your content alive forever – use the featured section on your profile
Showcase your best LinkedIn posts, articles, videos and link to website
 on your “featured” section on your LinkedIn profile
You will see your impressions count growing long after you published the post

4. Share you LinkedIn content on your website
Feature your best LinkedIn posts, articles, and link to website on your site too if you have a personal page (or create one:) –
this will showcase your thought leadership as a professional and keep you content always assessable 
 
5. Look at your posts performance over time to optimize
Analyse your LinkedIn performance with LinkedIn Analytics for performance hacks ie discover the best performing posts to optimize your strategy

#marketinginmind
#linkedinprofile

LinkedIn generates sales for B2B - 4 stats to prove it!

4 reasons why you should invest today:

1.
Members are 2-3x more likely to feel positive and purposeful after visiting LinkedIn (compared to other platforms)

2.
B2B Brands see a 33% increase in purchase intent
from ad exposure on LinkedIn

3.
Audiences exposed to both brand and acquisition messages 
(in tandem on LinkedIn) are 6 x more likely to convert

4.
82% of B2B marketers realize their greatest success is generated from LinkedIn (compared to other channels)

LinkedIn generates sales - here is the causation of actions:

*Happy emotions = open curious mind
*Open curious mind sparks interest
*Interest sparks solution seeking
*Solution seeking sparks brand knowledge
*Brand recognition secures your brand appear on the vendor short list
*The vendor short list = B2B Purchase "bible"

Are you making sure your business is included on the purchase list?

#marketinginmind
#linkedInmarketing
#timeinvestment
#businessresults

Sources: LinkedIn Mindset research, LinkedIn Marketing Solutions Research, Content Marketing Institute

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