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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.
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