4 WAYS B2B MARKETERS CAN SUCCESSFULLY COMBINE BRAND AND PURPOSE

Three years ago, LinkedIn Sales Solutions launched the Real Sales Faces campaign to counter the negative representation of sales so that they can successfully combine brands in the media. Today it is one of the oldest marketing campaigns in our company’s history. This increases the perception of the role the modern sales team plays in the success of its customers by 250%, as well as the perception of the unsupported LinkedIn Sales Navigator brand.

The efforts of the right salespeople have taught us a lot about how to successfully market your brand and business:

Targeted marketing must be authentic to your brand. Critics believe that marketing campaigns targeting social issues can draw attention to the real role of brands in their customers’ lives, rather than distinguishing one company from another. However, a goal that is important to your specific and relevant audience for your business can bring your brand closer to the customer base.

1.The idea of real sellers is based on a LinkedIn survey that tells us that 79% of business decision-makers believe that retailers are selling the profession quickly by following the stereotypes of TV shows, movies, and photo collections.

While we had a clear goal in raising awareness of our LinkedIn sales navigation tools, we also believe salespeople don’t deserve the credit they have. A campaign to dispel myths about suppliers has helped bring a community together. It has also enabled us to show not only that we are salespeople and the outdated perceptions they deal with, but that we care enough to do something about it and have a solution that can help.

2. End users are the best possible cast in your brand history. If you are serious about a problem that means a lot to your community, make community members the heroes of your campaign. This is an approach increasingly used by B2B technology brands.

The first phase of the Real Sales campaign directly addressed the issue of negative stereotypes in the media and created a new library of images of real sellers that reflects the diversity of modern sales.

We made our images available for free in stock libraries, such as Unsplash and Pexels, and launched the campaign with a video showing the people behind our real sales faces. To date, our images have been downloaded about half a million times and appear in publications such as Fast Company and Forbes.

3.Our marketing team used these real salespeople, who put us in the spotlight, as a sounding board and continuous storytelling tool. We approached them about the sales profession, including during last year’s rapid shift to virtual sales. And we were able to revisit their stories at different stages of the campaign.

4.The brand needs codes and consistency. The goal of the brand is that these campaigns generally do not have enough elements to build the brand. Because causal campaigns target a specific problem at any given time, it doesn’t take enough time to get the public’s attention. Because they are focused on an external problem, they do not have a consistent tone and vocal sign.

Every year we offer new content and campaigns to retailers. We use the same language at all stages and apply LinkedIn’s visual style and iconography to ensure brand loyalty. The authenticity of the stories also became a form of brand code, and consistency turned Real Sales into a brand platform.

Three years ago, LinkedIn Sales Solutions launched the Real Sales Faces campaign to counter the negative representation of sales in the media. Today it is one of the oldest marketing campaigns in the history of our company. This increases the perception of the role the modern sales team plays in the success of its customers by 250%, as well as the perception of the unsupported LinkedIn Sales Navigator brand.

The efforts of the right sellers have taught us a lot about how to successfully market your brand and business:

Targeted marketing needs to be authentic to your brand. Critics believe that marketing campaigns targeting social issues can draw attention to the real role of brands in their customers’ lives, rather than distinguishing one company from another. However, a goal that is important to your specific and relevant audience for your business can bring your brand closer to the customer base.

The idea of   real sellers is based on a LinkedIn survey showing that 79% of business decision-makers believe that retailers are selling the profession quickly by following the stereotypes of TV shows, movies, and photo collections.

While we had a clear goal of learning about our LinkedIn sales navigation tools, we also believe that sellers don’t deserve the credit they have. A campaign to dispel vendor myths has helped bring a community together. It has also allowed us to demonstrate not only that we are salespeople and the outdated perceptions they are dealing with, but that we care enough to do something about it and have a solution that can help.

End users are the best possible cast in your brand history.

If you are serious about an issue that means a lot to your community, make community members the heroes of your campaign. This is an approach increasingly used by B2B tech brands.

In the first phase of the Real Sales campaign, the issue of negative stereotypes in the media was addressed directly and a new library of images of real sellers was created that reflects the diversity of modern sales.

We made our images available for free in stock libraries, such as Unsplash and Pexels, and launched the campaign with a video showing the people behind our real sales faces. To date, our images have been downloaded about half a million times and appear in publications such as Fast Company and Forbes.

Our marketing team used these real salespeople, who put us in the spotlight, as a sounding board, and as a continuous storytelling tool. We reached out to them to talk about the sales profession, even during last year’s rapid shift to virtual sales. And we were able to revisit their stories at different stages of the campaign.

The brand needs codes and consistency. The branding goal is that these campaigns generally don’t have enough elements to build the brand. Because causal campaigns target a specific problem at a given time, it doesn’t take enough time to grab the audience’s attention. Because they are focused on an external problem, they don’t have a consistent tone and voice signal.

We offer new content and campaigns to resellers every year. We use the same language at all stages and apply LinkedIn’s visual style and iconography to ensure brand loyalty. The authenticity of the stories has also become a form of brand code, and consistency has made Real Sales a brand platform.

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