Schedule a Demo
Does My Company Subscribe?
Vice President, Products, LinkedIn Marketing Solutions, LinkedIn
Business-to-business (B2B) players are notorious for being behind their business-to-consumer (B2C) counterparts when it comes to adapting to industry changes, and the growth of mobile marketing and advertising has left many B2Bs struggling to keep up. Russell Glass, vice president of products for LinkedIn Marketing Solutions, spoke with eMarketer’s Maria Minsker about why B2Bs can no longer afford to ignore mobile, and how they can make the most of the channel.
eMarketer: How important is mobile to LinkedIn and its B2B users?
Russell Glass: We are very focused on mobile because the majority of our members are now accessing LinkedIn in a mobile environment. That means that if B2B marketers want to communicate and drive conversion effectively, they have to pay attention to the mobile space.
Leading US Industries, Ranked by Total Media Ad Spending, 2016 (billions)
Current vs. Expected* Percent of Marketing Budget Allocated to Mobile According to US B2B vs. B2C Marketing Executives, by Sector, Aug 2017 (% of total)
Current vs. Expected Social Media Marketing Spending Share According to US B2B and B2C Marketing Executives, by Sector, Aug 2017 (% of total marketing spending)
US Marketing Executives Who Can Show the Effect of Social Media on Their Business, Aug 2014-Aug 2017 (% of respondents)
Current vs. Expected Social Media Marketing Spending Share According to US B2B and B2C Marketing Executives, by Sector, Aug 2014-Aug 2017 (% of total marketing spending)
Account-Based Marketing 2017: An Introduction for B2B Marketers
B2B Event Marketing 2017: How the Event Stack Bridges Offline and Online
An Account-Based Strategy Should Come Before Marketing Technology
Account-Based Marketing Helps Build the Sales Pipeline, but Does It Drive Revenues?
How Common Is Account-Based Marketing Among B2B Organizations?
The State of Marketing Technology for B2Bs