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.
B2B* Sales Professionals in Brazil Who Qualify Their Generated Leads, Oct 2017 (% of respondents)
Preferred Activities/Methods Used by B2B* Sales Professionals in Brazil at Their Companies During the Sales Cycle, Oct 2017 (% of respondents)
Sources Used for Marketing and Sales Leads According to B2B* Sales Professionals in Brazil, Oct 2017 (% of respondents)
Marketing Actions/Methods that Achieve Sales Results According to B2B* Sales Professionals in Brazil, Oct 2017 (% of respondents)
Share of Sales Generated from Marketing Leads at Their Company According to B2B* Sales Professionals in Brazil, Oct 2017 (% of respondents)
US B2B Digital Advertising: An eMarketer Forecast, and Three Factors Affecting Growth
Account-Based Marketing 2017: An Introduction for B2B Marketers
Balancing Omnichannel Advertising with Individual Channel Considerations
Dell’s Lessons for B2B Digital Advertisers
What Concerns Ad Buyers About Programmatic Advertising?
Three Things B2B Marketers Should Know About Data in 2018