Developing Communal Events For LinkedIn’s Industry Marketers.
In today's competitive landscape, establishing a strong presence in the B2B market requires more than just showcasing products and solutions. It demands understanding industry nuances, providing actionable insights, and facilitating meaningful connections. Tool partnered with LinkedIn to curate 'LinkedIn Industry Insights' - a series of vertical events aimed at reinforcing LinkedIn’s position as a strategic partner in the B2B realm.
LINKEDIN INDUSTRY INSIGHTS SERIES
LinkedIn aimed to position itself as the go-to platform for B2B needs by showcasing its evolving portfolio of products and solutions while emphasizing its understanding of industry trends, providing powerful insights, and facilitating connections within the community. Each of these events were strategically hosted at iconic venues known for their ambience and resonance with the specific industries.
In the events, Tool was integral in daily project management, outlining tasks, timelines, and resources required to elevate the overall experience. Tool identified and coordinated with vendors, such as caterers, venue leads, and audio-visual teams while also leading a team of event staff prior to event day as well as onsite.
KEY STRATEGIES
LinkedIn approached Tool with the following key strategies in mind:
1. Industry Understanding: LinkedIn demonstrated its deep understanding of various industries by tailoring event themes and content to resonate with attendees' interests and challenges.
2. Insightful Content Delivery: Attendees were provided with powerful insights, case studies, and data-driven presentations aimed at helping them achieve their business objectives. These insights underscored LinkedIn's commitment to providing value beyond its platform.
3. Facilitating Connections: The events served as networking hubs where attendees could forge meaningful, long-lasting connections with industry peers, LinkedIn experts, and potential partners. Structured networking sessions and interactive activities facilitated relationship-building.
Building upon these strategies, LinkedIn and Tool collaborated to create a scalable yet uniquely tailored event series that would deliver exceptional value and engagement to attendees while maintaining the essence of each market (Financial Services, Technology, Entertainment and Media, Education, etc.).
FINANCIAL SERVICES SERIES IN NEW YORK
In response to the rapid evolution of the financial services industry, the LinkedIn Industry Insights - Financial Services event was designed to shed light on the path forward for industry leaders. Featuring key speakers such as LinkedIn’s VP of Marketing Global Brand and Consumer, Minjae Ormes, along with Penry Price, VP of LinkedIn Marketing Solutions, the event delivered thought-provoking discussions exploring the complexities of the post-COVID financial services landscape. These discussions highlighted the challenges brands face in understanding and engaging with diverse consumer needs, drawing parallels to the nuanced engagement observed on LinkedIn over the past few years.
The event also brought together prominent Chief Marketing Officers (CMOs) from renowned financial institutions, offering a platform for insightful discussions and predictions regarding the current and future landscape of financial services. Key speakers include CMOs, Alice Milligan (Morgan Stanley), Micky Onvurl (TIAA) and Ketty Trivedi (Prudential Financial).
CLOSING BELL CEREMONY
LinkedIn capitalized on the prestigious Nasdaq MarketSite bell-ringing ceremony to commemorate a monumental achievement: reaching 1 billion members. Hosted by a Nasdaq senior executive, the Closing Bell Ceremony provided LinkedIn with a global platform to showcase its success and milestones. The livestream of the event from the Nasdaq MarketSite Studio globally allowed viewers worldwide to witness and celebrate LinkedIn's remarkable accomplishment, further solidifying its position as a leading professional networking platform.
The Nasdaq Tower, standing seven-stories-tall and marquees around the venue also displayed the event and branded assets in real time, showcasing LinkedIn at the epicenter of Times Square. Additionally, LinkedIn Know How videos were showcased on the digital displays, featuring QR codes for users to scan and access content as well.
TECH SERIES IN SAN FRANCISCO
For the Tech series, LinkedIn Industry Insights was hosted at the historic Computer History Museum in Mountain View, CA. The event brought together industry leaders and experts, including LinkedIn’s Derek Yueh from The B2B Institute and Tomer Cohen, Chief Product Officer from LinkedIn, to delve into the cutting-edge realm of AI in modern marketing. Attendees gained exclusive insights and strategies for leveraging AI to revolutionize campaigns and build innovative brands in today’s dynamic market.
The event provided a platform for engaging discussions and networking opportunities, allowing participants to connect with peers and industry experts. Key topics included effective methods for measuring campaign impact and strategies for staying ahead in the competitive B2B marketing landscape.
COCKTAIL RECEPTIONS
At the conclusion of each LinkedIn Industry Insights event, attendees were welcomed to a delightful cocktail reception, offering a perfect opportunity for networking and further conversation. The reception provided a relaxed atmosphere where attendees could unwind, mingle with industry peers, exchange insights with LinkedIn representatives, and forge valuable connections. With a selection of refreshing beverages and delectable hors d'oeuvres served, the cocktail reception served as the perfect conclusion to each event.
