The team at TopRank Marketing are thrilled to announce that our client LinkedIn has won the Association of National Advertisers (ANA) B2 Award for a B2B influencer marketing program!
The award winning work was a “Social-First Approach to Engaging Influencers & Audiences Alike” campaign which earned a silver in the social media category, for LinkedIn.
The challenge:
B2B marketers and sales professionals are inundated with impersonal information and yet with over 700 million registered users, the LinkedIn platform presents an important opportunity for LinkedIn to engage its own target audience.
The solution:
To reach distracted decision makers in an authentic way, LinkedIn Marketing and Sales Solutions business unit aimed to better humanize LinkedIn as a brand. LinkedIn partnered with industry sales and marketing experts and featured their real-life struggles, stories and obstacles in ways every professional could relate to.
The results:
By surfacing the human side of work and featured authentic stories from trusted experts the program goals for audience, reach and engagement were exceeded:
- 1,000% increase in post engagements over the previous 12 months
- 54.2 million potential reach from influencer mentions of the brand
Click here to see the full LinkedIn Influencer Marketing case study details.
The ANA’s B2 Awards recognize the top performing B2B marketers with a unique focus on driving demonstrable business results, and in 2020 entrants submitted in 47 categories which have evolved to reflect the growing role of B2B marketing and rapid industry changes.
LinkedIn Looks at What’s Next in Marketing Content Together
“At LinkedIn, we’ve worked with the TopRank Marketing team for about two to three years now, and what I really like about working with TopRank is they really, truly come to the table as collaborative partners,” Judy Tian, marketing manager at LinkedIn observed.
“I’ve worked with a number of agencies where in marketing, I’m asking for deliverable A and they just give me deliverable A. But what’s great about TopRank is they also think about B, C, and D and really try to push my thinking of what’s next,” Judy added.
“I think in marketing you are only as good as the creativity of your team and your ideas. The more voices that we bring to the table and the more proactiveness and willingness of everyone contributing ideas, the better off your marketing campaigns will be, and for us at LinkedIn, TopRank has truly become an extension of our own marketing team,” Judy explained.
Get Your Own Award-Winning Results From TopRank Marketing
We’re honored to win the ANA B2 Awards silver award for our valued client LinkedIn.
Recognized in Forrester’s “B2B Marketing Agencies, North America” report, TopRank Marketing delivers award-winning content marketing work to clients including LinkedIn, AT&T, Adobe, SAP, Dell, 3M, monday.com and others. Contact us today to discover how we can help create award-winning marketing for you.
To learn more about B2B influencer marketing trends, best practices and predictions for the future, be sure to access the all new 2020 State of B2B Influencer Marketing Report, which features insights from hundreds of marketers surveyed as well as expert analysis by the TopRank Marketing team and contributions from marketers at some of the top B2B brands in the world.