As well as serving as a way to connect professionals and the wider business community, LinkedIn is also increasingly being used as an effective marketing channel.
In fact, LinkedIn Marketing Solutions is currently growing at a rate that is 3x as fast as the overall B2B digital advertising market.
The LinkedIn Marketing Partner Program is a global community of qualified technology and service providers, helping marketers deliver their campaigns on the platform. It currently recognises partners such as HubSpot, MediaOcean, Salesforce, Oracle and Adobe.
Speaking with B&T, LinkedIn’s Senior Partner Manager, ANZ Amanda Margariti said the program is helping advertisers
“Our partners help marketers across a number of specialties such as Campaign Management, Reporting and ROI, Audiences, and Lead Generation,” she said.
“With partner-enabled use cases, marketers can scale their marketing and advertising on LinkedIn through functionality like more targeting capabilities, better lead management for routing leads and enriching data, and multi-channel measurement and revenue attribution.”
The data shows that LinkedIn Marketing Partner Program can deliver on its promise, with all of the top 50 advertisers on the platform currently using one or more partners to drive value for their business.
“When LinkedIn and partners come together, marketers win. LinkedIn is better able to meet every marketer where they are and leverage their existing tools to execute their LinkedIn marketing strategy,” Margariti continued.
“For marketers who may not be using tools with LinkedIn, discovering partners creates opportunities to achieve more against their marketing objectives through innovative platforms and features that make their day to day simpler and more efficient.”
Growing the partner program
After launching in 2017 with a handful of partners, the LinkedIn Marketing Partner Program has experienced rapid growth, particularly over the past 12 months with the number of partners growing by 69 per cent and the number of customers leveraging partners up more than 50 per cent.
So what has been the driving force behind this growth? A sense of community.
“Community is at the heart of the Marketing Partner Program. Earlier this June we hosted our first Partner Connect event in APAC. As a well-established event for North America and Europe, it was an incredible milestone to bring the event to APAC,” Margariti said.
“Given the growth we had seen in the region, the time was right for us to put the APAC partner community on the map for LinkedIn globally and to build and foster the local community.
“Partners are deeply engaged because they are growing their businesses with LinkedIn. They understand the value that they can create for their customers by connecting to LinkedIn and making what LinkedIn does available to their customers. Partners get access to support, resources, training, and exclusive events including Partner Connect.”
With the COVID-19 pandemic accelerating the pace of digital transformation around the world, solutions like the LinkedIn Marketing Partner Program are becoming even more valuable for marketers, Margariti explained.
“Buyers now expect a full end-to-end digital experience and will increasingly look for providers that offer one. While technology changes quickly, organisations commonly do not. Martech can bridge a part of this gap though, helping organisations keep pace with customers’ expectations and giving marketers the access and speed to make change happen now,” she said.
“This second wave of digital transformation, these new buying behaviours, this new connected but more distributed workforce has led to some of the fastest growth in the history of our Marketing Solutions business.”
Want to find out more about the program? Reach out here.
Leading cultural insights and strategy company The Lab today announced the promotion of three senior staff members to executive positions in its Melbourne and Sydney offices. The promotions follow strong growth for The Lab, with the addition of new clients and the launch of its innovative new artificial intelligence and machine learning division, Lab AI, […]
The social media app TikTok took an interesting turn this week when TikTokers stopped dancing and turned their attention to solving a missing person case. TikTok is known for its videos of people dancing, funny trends, and cute animal content. In a twist that perhaps no one saw coming, the app that made the very […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]
Reprise Australia CEO Maria Grivas has announced two new senior positions at the digitally-led performance marketing business that is part of Mediabrands Australia. The appointments are Grivas’ most prominent steps since taking her role in June this year. “At Reprise our mission is to help brands build and accelerate customer flow,” said Grivas. “These new […]
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]