Today’s episode is a LinkedIn strategy masterclass with Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) covering exactly how to grow a B2B company in 2024 using LinkedIn.
Chris’s LinkedIn playbook has driven tens of millions of dollars in pipeline and revenue over the last 5 years, and he has been one of the best B2B case studies in the world on how to create business results with LinkedIn over that time.
The effectiveness of LinkedIn in B2B is as high as it’s ever been (and growing still) - not only to drive top-of-funnel awareness, but also in driving direct pipeline and revenue.
If you’ve ever wondered how to use LinkedIn for your B2B company, this session with Erik and Chris will give you the blueprint.
Here's what we covered:
- 0:00 - Intro
- 1:54 - Chris’s evolution on LinkedIn
- 3:44 - The LinkedIn Opportunity
- 6:46 - Designing your goals on LinkedIn
- 12:08 - Competing on LinkedIn
- 14:30 - The power of repetition
- 20:21 - How to measure success on LinkedIn
- 25:25 - The new LinkedIn video feed
- 31:02 - Chris’s daily posting process
- 34:09 - Personal profiles vs. Company profiles
- 37:35 - How to know what audience to target
- 42:23 - Content team structure
- 46:06 - LinkedIn for services companies
- 50:39 - Final thoughts
__
Hatch is a video-first content agency that creates video podcasts, video series, and short-form video content for B2B companies who want to run an efficient content engine, and be seen as the #1 choice to future buyers.
What is 95% Content?
95% Content is a show for B2B content teams who want to build trust with the 95% of buyers who are out-of-market today, but will be ready to buy in the future.
You can call it many different things: content marketing, demand creation, brand marketing, dark social, or zero-click content.
No matter what you call it, the goal is the same.
You want to reach future buyers on the social and content platforms they hang out on every single day, and in a way that compels them to want to work with you when they’re ready.
We’re going to cover how B2B companies can win with things like: organic social, short-form video, podcasting, YouTube, newsletters, webinars, and communities.
Because the best way to win in 2024 is to already be on your buyers short-list the day they decide they need a solution.
On this show hosted by Erik Jacobson, we’re going to explore how B2B content teams can do exactly that.