LinkedIn | Measure and Master Engagement with Scott Ingram

03/18/21 • 35 min

Content Marketing, Engineered Podcast | TREW Marketing

What are best-in-breed sales and marketing people doing to engage and grow their LinkedIn networks? It all starts with understanding a simple, meaningful metric. Scott Ingram is a busy guy. He hosts three marketing and sales-focused podcasts, has authored three books, and holds down a quota-carrying day job as a Relationship One Account Director. Lately though, he's gotten a lot of attention due to his LinkedIn Sales Stars list and companion ebook, Finding Sales Success on LinkedIn. As you might imagine, this episode is full of LinkedIn tips. That being said, the way Scott went about tapping top performers for their knowledge and networks in order to create value for himself, the participants, and the consumers of that content is nothing short of content marketing star performance.

Previous Episode

LinkedIn | Become a Trusted Sales Advisor with Nick Capozzi

Expand your reach, make human connections, and positioning yourself as a trusted sales advisor using LinkedIn as your engine. Nick Capozzi, CEO of Sales Pitching helps companies improve their conversion sales rate, and on this episode I get into his head about the importance of flexible scripts, making human connections, becoming a trusted advisor, and how LinkedIn can be a powerful engine for accomplishing those goals.

After twenty years in high pressure marketing and sales in the cruise industry, Nick has turned his expertise towards helping B2B companies improve their sales pitches. He does this by sitting in on tons of sales conversations, and in that time, he's seen some common mistakes and missed opportunities, including:

Too much pitching and not enough listening
Focus on solution specs versus customer benefits
Missing the opportunity to make a human connection
Sales scripts are rigid, not taking into account variations for persona, application
Lack of teamwork with marketing
LinkedIn is not fully utilized

Nick goes on to talk about the antidotes to each of these issues, with a deep-dive into how salespeople can more fully leverage LinkedIn. Using his own consulting business as an example, Nick walks through how he uses the platform to grow awareness into new audience groups through strategic relationship building with complementary partners. He posts videos weekly, always with the same format and background, to build up his reputation as a trusted advisor. Prospect research is also quick and fruitful - he was once short-listed for an opportunity because of a mutual connection.

Next Episode

LinkedIn | Boost your Ad Performance with AJ Wilcox

LinkedIn provides a powerful, pricy platform for reaching technical buyers and it pays to take the time to plan your ad and measure performance early to maximize ROI. AJ Wilcox, Founder of B2Linked and Host of the LinkedIn Ads Show podcast, has managed some of the world's largest LinkedIn Ads accounts. He's seen the triumphs and the terrible, and shares advice on how to improve ad performance.

During the episode, we contrast budget spend and how it relates to measurement. You'll hear us discuss which types of ads perform the best, and how ad copy and calls-to-action targeted to your persona are key. You'll also learn where the LinkedIn Ads platform is headed and how best to keep abreast of changes.