The professional networking platform essential for B2B marketing, recruiting, and thought leadership.
Definition
LinkedIn is a professional networking platform owned by Microsoft, serving as the primary social network for business professionals. The platform offers features for recruiting, sales prospecting, content marketing, and B2B advertising.
LinkedIn has evolved from a resume platform to a content network, with thought leadership and professional content driving significant engagement. It provides robust targeting for B2B advertisers.
Why It Matters
LinkedIn is the most important platform for B2B marketing, offering unique targeting based on job title, company, industry, and professional attributes. Understanding the platform helps marketers reach decision-makers.
The platforms role in employer branding and recruiting also makes it essential for companies building their talent brand.
Examples in Practice
A software company publishes thought leadership content on LinkedIn, with executives posting insights that drive inbound leads and establish industry authority.
B2B marketers use LinkedIn Sales Navigator to identify and engage target accounts, using content engagement as a buying signal.