Oct 20, 2022
Show Resources
Here were the resources we covered in the episode:
Introducing the LinkedIn Collective: A New Community for B2B Marketers
Growth on LinkedIn isn't slowing down
NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.
Show Transcript
AJ Wilcox 0:00
The LinkedIn Collective, it's a new community that you need to be
part of. Here to introduce it as a friend of mine at LinkedIn, Alex
Rynne, on this week's episode of the LinkedIn Ads Show.
Speaker 4 0:15
Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
AJ Wilcox 0:24
Hey there LinkedIn Ads fanatics! I'm excited to share this
interview with you. Alex Rynne from LinkedIn came onto the show to
talk about what she's working on, and what she's building inside of
LinkedIn's marketing solutions. She has been so instrumental for so
many years creating content to help us marketers there internally.
And we're going to cover this new community that she's working on,
the LinkedIn Collective, as well as insights that she has from
internal about which B2B brands are doing the best job of
creativity, which I get asked about a lot, as well as tons of
insights into LinkedIn's platform growth. So without further ado,
let's jump into the interview.
AJ Wilcox 1:00
I'm so excited to have Alex Rynne here on the show. Alex is a
senior Content Marketing Manager at LinkedIn. I think Alex, you and
I go way back. We've gotten to hang out a couple times in San
Francisco back when that was a thing, hanging out in person. And
I've loved watching your progression there in LinkedIn. I don't
know what the structure there looks like for evangelist, but I
would call you like the LinkedIn Marketing Solutions Evangelist if
I got to give you a title. But, welcome so much to the show. Thanks
so much for being on and great to have you here.
Alex Rynne 1:29
Thank you so much, AJ, appreciate you having me on. And I
appreciate the evangelist title. I'm going to put that on my next
review.
AJ Wilcox 1:37
You definitely should.
Alex Rynne 1:39
So yeah, I've been with LinkedIn for eight years now, all on
marketing solutions the entire time. So I've been creating content
for marketers, who are reading marketers, B2B marketers, of how
best to use our products. And we started create, like back in the
Jason Miller days when we were creating content around how to
market on LinkedIn. And these books had never been created before
ebooks. These are the days of like 100 page ebooks. We don't do
that anymore, because no one has time to sit down and read any book
that long. But anyway, my career path has kind of grown in a way
that now I'm creating a lot of thought leadership content. So we're
at top of the funnel unless it like the super tactical stuff.
AJ Wilcox 2:20
Oh, that's socool. I love that being your role of being your focus.
I do remember the old Jason Miller days where it was create one
giant pillar of content. And it was great. I loved downloading
those reports. But I have to imagine the 1000s of dollars that went
into creating each of those reports.
Alex Rynne 2:34
Oh, think about the the lowly editor me having to edit through all
of those hundreds of pages. That's who you should really be
thinking about. Those were really good days, his whole like big
rock concept of creating one really large piece of content and
picking off little pieces and keeping the drumbeat going, which is
still something that we use in part today.
AJ Wilcox 2:53
Do you still think there's a lot of value in that strategy, but
maybe not the same way that the editor has to go through and edit
70 pages of the content?
Alex Rynne 3:01
Yeah, there's definitely still value in that concept today. It's
something that we do right now. Because if you put out one piece of
content, you kind of naive to think that your entire audience has
seen it like you should be spending, you know, like 20% of your
time creating content, 80% of your time distributing content,
because if no one sees it, then what's the point? So yeah, I do
think there's a lot of value in picking what like category entry
points you want to own as a brand. And then keeping the drumbeat
going on those and trying not to like over saturate on one topic in
particular.
AJ Wilcox 3:32
Yeah, makes perfect sense. So when we were talking before about an
episode, you told me about something really cool that you're
working on right now the LinkedIn Collective? First of all, I'd
love to know what the LinkedIn Collective is how US B2B marketers,
or how any marketer is going to get value out of it. And I'd love
to hear the backstory. I don't want to overload you with too many
questions, but love to hear the backstory of how it all came about,
and what the overall vision for it is. So tell us all about your
baby here. That's so amazing.
Alex Rynne 3:57
Absolutely. Thanks for asking. Yeah, the LinkedIn Collective is a
brand new community for marketers, B2B marketers specifically,
because we figured it's about time that we had a place of our own.
And we also feel like B2B is really having a moment. And we saw
firsthand at Cannes Lions back in June, when we celebrated the
first ever creative B2B lions that were just we're having a
renaissance. And we're in the middle of redefining what B2B
marketing should look like. And with 82% of B2B marketers,
globally, believing that creative confidence is growing, we feel
like this is only the beginning. So the point of it is really to
amplify the voices of B2B marketers, and rally behind their thought
leadership. That's really the driving force behind it.
AJ Wilcox 4:42
And I think this is so important, because I'm assuming you feel the
same way. I kind of grew up in digital marketing in the days of
Google ads, where Google just couldn't give two craps honestly
about B2B Because it wasn't as keyword driven. They catered more to
B2C, and then Facebook came in and did exactly the same thing. It
was like oh, B2C works really well. here. And so B2B marketers, not
only did we not get tools or platforms catering to us, but we got
ignored. We weren't shared often like, tips, tricks, strategies, we
had to figure it out ourselves. We were kind of thrown to the
wolves.
Alex Rynne 5:12
Exactly. And you kind of still see that a list or B2C stuff B list
or B2B stuff. And what I mean by that is, it's like, what can we
learn from B2C? And that's all great, but I think what we're doing
with the collective is like, what can we learn from the best in
B2B? How can we like push and evolve the category further instead
of focusing on the A listers and less believing we are the B
listers, because we're not.
AJ Wilcox 5:36
You know, in fact, I've always been a fan of B2B because we have
the large deal sizes. Yeah, when we're good at our job, people make
millions when B2C marketers are good at their jobs, lots of times
they're making hundreds or 1000s. I'm really proud of B2B
marketers. I think we've stepped it up. Yeah, communities like
yours are going to help us step up even more.
Alex Rynne 5:55
Exactly, yeah, the first campaign that came out of the new content
franchise, I guess, I'll call it is around creativity and B2B.
Obviously, we had a lot of synergy happening within the company
with our first ever B2B creative and B2B award. And one of the
things we found is that most B2B businesses are overly focused on
performance marketing, ie lead generation, resulting in the
deprioritization of creative advertising, which is not shocking.
And nearly 80% of B2B marketing budgets are spent on performance
marketing or lead generation. But kind of what I'm seeing is the
issue with that is that we're deprioritizing human marketing. And
we're not prioritizing creativity, which we found that brands with
higher emotional engagement, on average acquired like 198x more
followers compared to the rest of companies. And we also found that
emotion really impacts the lower funnel. So like top emotional
brands had up to 44% higher average click through rate compared to
the rest of the companies on LinkedIn. So creativity is really
important. Emotion is really important. And so one of the things
that we're going to really drive home in our next topic around
measurement is that brand is really the new performance marketing,
especially when we're in the middle of an economic downturn, you
should be doubling down on your brand. I feel like most brands,
they don't think about the long term growth that you're gonna see
with brand marketing, they just want to release all of them. And
it's the bottom of the funnel, it's like a worry tactic, rather
than a tactic that's going to help them grow their brand over time.
Another thing that you can do in the middle of a recession is like
releveraging old creative, and then using that extra money that you
would have spent on new creative, releveraging old creative that
was successful, and then using that money to distribute.
AJ Wilcox 7:43
Oh, I love that as a tactic. Not necessarily cannibalize, but go
back and get more use out of what you've already created in the
past.
Alex Rynne 7:50
Absolutely. I think a lot of brands think that they have to
continually recreate and renew, but not necessarily. I mean, we go
back and update a lot of our like, greatest hits, as we call them
all the time. And we've just like, update them with more relevant
data, or maybe like, put a new like photo on it or something. But
you don't even have to do that you can just like reuse the stuff
that was working before. I did want to talk about some things that
we found that advertising characteristics that work better in
economic downturn. So things that we found that perform slightly
better are ads using established brand characters or campaign
scenarios, ads showing human connection. And between this or
exhibiting some kind of self awareness, or ads with a connection to
a place or community and ad set in the past. So kind of like that
nostalgia. And then there were certain tactics or characteristics
of advertising that perform slightly well and like a point of
crisis or recession. And that's hard sell ads directly focusing on
price and promotions. Like I was talking about before, dumping all
your budget in lead gen when you really need to be building your
brand and building your trust and your goodwill with your customer
base. Other things that didn't perform super well, ads focusing on
things over people, ads that are highly rhythmic ads that are
reliant on on screen words and ads that indulge in vanity. So not
like me, those are shocking, but just like things to keep in mind,
especially when people are feeling ultra sensitive about their
lives about their wallets, just to keep in mind,
AJ Wilcox 9:22
Ooh, do you have a definition for rhythmic? Like, what's an example
of a campaign that would feel rhythmic.
Alex Rynne 9:27
I think like something that's super repetitive, but it doesn't
really have much substance. It's a little bit like in your
face.
AJ Wilcox 9:34
So we've seen clients even when recently, where they have very
established brand guidelines for how they want their creative to
look. And what that means is every time a new asset comes out or we
refresh ads, they still look pretty similar. And we're noticing
click through rates dropping over time and our hypothesis and this
is why I'm asking you about rhythmic. Our hypothesis is that like,
even though they technically look different, and it's a new ad set,
like a lot of people might be looking at it and getting a view and
going, oh, I've already seen that before, because it's a visual
trigger. But I could also see saying the same thing over and over
or just saturating. It's not working very well.
Alex Rynne 10:11
Yeah, I think there's a lot of different ways that you can kind of
like reskin something, but you're right, if someone's just seeing
the same graphic, again, associated with like, some infographic
that you're continually updating, they might just do like a quick
glance in the feed and be like, oh, I already saw that. So I think
reinvesting what you have is good. But yes, sometimes you do have
to make like slight changes.
AJ Wilcox 10:33
Beautiful. Okay, so you gave us some characteristics of things that
do work well, during a recession, and then some things to avoid
anything else you want to share with us, as we're preparing for a
potential recession here, that is going to impact B2B
marketers?
Alex Rynne 10:47
Yeah, I would say, don't sleep on organic. I think a lot of
marketers think that it's like, brand versus demand. And it's not,
it's an integrated strategy that's going to produce healthier
results for you. So it's about like how you employ brand and demand
marketing at different times within your growth strategy. So for
example, we found that organic audiences are super ripe to be
converted to paid media, that actually page followers exposed
organic and paid were 61% more likely to convert towards a paid
action, compared to those only exposed to paid media. So like,
super interesting, because the organic is still very, very
important. It's part of that like relationship building before they
see the paid media. And then we also found that an integrated
strategy encourages conversation. So an organic and paid strategy,
we found can lift conversions by 14%, compared to a paid only
strategy. And then finally, it also can reduce your cost per
conversion, because unlike a paid only strategy, members were
exposed to organic and PPE that can be converted at up to a 12%
lower cost per conversion. So this was all research that we did
last year when we made a whole campaign around like connecting your
brand to demand and examples of good brands to demand. So yeah,
anyway, I would say just don't sleep on organic. And I also would
say, beware of measuring too quickly. Like I think, as B2B
marketers, we fall into a trap of measuring a campaign over just
after one month to like, see if we need to turn it off. Or if we
need to change things, or whatever. And a sales cycle in B2B is
like six months. So not many B2B marketers are measuring after a
month, which means that we're really missing out on getting
statistically significant data around like what our customer base
is interacting with. And then maybe like reporting up to the CFO,
that we're not seeing any lead gen from our ads, and then you turn
them off on LinkedIn, you know what I mean? So I think just being
really cautious about not measuring too quickly before you make any
huge changes,
AJ Wilcox 13:01
We've definitely seen that because we track everything all the way
down through the sales funnel with our clients. And we had one
where leads looked okay, cost per lead was okay, at the top end.
But we had another offer that was way outperforming it. So we just
kind of paused all those ads and kept moving. And we came back four
or five months later. And all of a sudden we start seeing oh, those
old campaigns now that they've matured a little bit, they had a
really low cost per SQL. Maybe even a closed deal or two, we're
going oh, okay, there was some gold back there, you have to revive
it. So it's true, you really can miss stuff if you cut it off too
early.
Alex Rynne 13:38
Yeah, if you're following the wrong metrics, you could just go down
a rabbit hole, that's not good for your brand.
AJ Wilcox 13:44
So true. I also really love what you said about don't sleep on
organic, especially on a platform like LinkedIn where organic is so
incredibly powerful. There isn't that kind of reach on the other
platforms. But with LinkedIn, I've been quoted as saying, "LinkedIn
is the easiest network in the world to go viral on" all because
it's like you share valuable stuff that makes people want to
engage, and LinkedIn is going to keep sharing it and help it go
viral. If you could ask me, of all the networks, which one would
you want to go viral on LinkedIn, the network where I'm gonna make
money, whereas if I go viral on Tiktok, or Facebook, maybe I get
some credibility with friends, but I don't get the money.
Alex Rynne 14:21
Yeah, I don't have the dance moves to go viral on Tik Tok,
unfortunately, but maybe one day, I can hope I actually feel really
old now. When I go on Tik Tok. I'm just like, these girls are 15?
Do you know what I looked like when I was 15? Like, I had braces
and like, I don't know. It's just funny. But yeah, Tik Tok is
probably not my platform.
AJ Wilcox 14:41
Me neither. I don't look good in a swimsuit.
Alex Rynne 14:42
Yes, you do! So yeah, if those stats don't convince you that
organic is valuable. I think it's also worth noting that it's the
way that we use a lot of organic on our channels as testbeds for
what we want to put paid behind, or what we want to create bigger
campaigns around. You know what I mean? So if we post a blog post
around like, last year I did a post around B2B isn't boring, it's
brilliant. And provided all these examples of like, brilliant B2B
campaigns. And that was one of our top performers of the year. So
it's like, okay, and that's just looking at blog posts, looking at
blog posts views, and like time on page. And so we're like, okay,
let's take some of our top performers and create more synergy
around the business around this, and work with our insights team to
find more data around this, and then create a larger campaign. So
it can be pretty powerful in terms of like, what's resonating with
your audience what you should spend more time talking about?
AJ Wilcox 15:47
Oh, that's way cool. I think we've had brands in the past, who,
like we talked to him about testing, and they're like, oh, we have
budget for testing, go for it. And so we really get to pile up data
very quickly, across the board, testing a whole bunch of different
things. But we also have plenty of clients who say, if there's
anything we can learn organically about where we should put our pay
dollars and be that much more efficient. We want to I think that's
great advice. Yeah. All right, we're gonna take a quick sponsor
break, and then we'll dive right back into Alex's interview,
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AJ Wilcox 16:27
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absolutely love to get to work with you. Alright, let's jump back
into Alex's interview.
AJ Wilcox 17:19
Let's talk about the growth of the platform from outside shore
looks like the LinkedIn platform is growing incredibly, I'm seeing
so many more people engaging in meaningful ways. And then from an
ads perspective, I was just looking at Google Trends this morning
of LinkedIn Ads, just how it's grown over the last year, it seems
like growth is incredible. From internal, can you tell anything
about LinkedIn growth?
Alex Rynne 17:41
If I could rattle off stats all day that I'm like, very proud of. I
mean, LinkedIn marketing solutions surpassed $5 billion in annual
revenue for the first time in July 2022. The platform is definitely
on fire. We have over 850 million members in over 200 countries and
territories now. And in terms of like engagement, we've seen a 22%
increase year over year, and the number of feed updates viewed in
FY 21 versus FY 22. Video is also like not going anywhere. The
number of scheduled LinkedIn live events has increased 176% year
over year, and that was a stat from July 2022. And then content, I
mean now we have newsletters. So we have 188 editors on the
LinkedIn news team across 15 countries. We have 36,000 newsletters
on LinkedIn, including ones from influencers like Melinda Gates,
Arianna Huffington, and Richard Branson. And even publishers like
the Economist. We have 85 million total newsletter subscriptions.
So newsletters are like the hottest thing. If you're not getting on
newsletters, I'd highly recommend it as a organic content play. And
then you mentioned products. So what do I have on product. So
conversion ads, we found conversion ads drive four times higher
open rates and four times as much engagement compared to
traditional emails. Conversation ads drive two times as much
engagement compared to message ads and messages drive two times as
much engagement compared to traditional email. And there's also
LinkedIn Audience Network. So marketers can achieve up to nine
times more monthly touch points to LinkedIn members who are more
active on the LinkedIn Audience Network. So I know I just threw a
lot of stats at you. I'm actually in the process of creating an
infographic around it. That will be published on the blog on the
LinkedIn ads blog within the next couple weeks. So just keep your
eye on that. I have a lot more stats around. I can't remember off
the top my head but like stuff about like trust. I mean, we've been
rated three years in a row, the most trusted platform, I think
that's really important for our audience to know that it's a
trusted platform, and that we're not using your data for weird
reasons.
AJ Wilcox 19:51
I love that and I will say on newsletters, we launched our
newsletter and had over 5500 subscribers just over the weekend, I
don't know how long this push is going to last, when LinkedIn or
any network comes out with a new feature, they tend to give it a
lot of airtime to make sure that people know about it. We were
definitely the beneficiary. But by now, I think we have more
subscribers on our LinkedIn newsletter than we do like our internal
newsletter, which is crazy.
Alex Rynne 20:17
That's awesome. Congrats.
AJ Wilcox 20:19
Thanks. I did forget to ask you about the LinkedIn Collective. I
want to ask the same thing here. So you mentioned to follow the
LinkedIn Marketing Solutions blog all share that link in the show
notes. But for those interested in the LinkedIn Collective, what
can we expect in terms of timing, and how do we follow it? And how
do we find it? Any of that?
AJ Wilcox 20:37
So yeah, I should have mentioned that it's a showcase page. So I'll
give you the link AJ, so you can share it out. But if you also just
go either onto LinkedIn and search LinkedIn collective, you'll find
the showcase page, or it's an affiliate of the LinkedIn main page.
So you can find it through that way as well. We really wanted to
double down on investing on our own platform. So LinkedIn
collective does not right now have like an outside blog. All of the
information is on the showcase page within like articles and
imagery. I'm actually launching LinkedIn collective live in
November. It's kind of like a rebrand our Live with Marketer series
that I hosted for all those years. So we're continuing that
strategy, but revamping it so that it's more aligned with the
certain themes that we want to pursue within LinkedIn collective
live. So yeah, that's where you can find it. You can expect the
live show happening in November, that's going to be huge. Jim, our
VP of Marketing, is going to host it. And it's going to be all
about Ken all about our presence at Ken all about what we learned
from our first year of hosting and award. We're so Jim's hosting.
And we have EJ McNulty, who is executive creative director at
Wunderman Thompson. And that was the agency that won the Grand Prix
for B2B and creativity. And then we also have Chris Duffy, who was
one of the can jurors. And he also does high level strategy at
Adobe. So it's going to be a really interesting conference. It's
going to be back in the studio, which I'm so excited about, because
people are sick of seeing my shelves, whatever setup that I have
going from someone's house. So yeah, it's gonna be awesome. And I
will send you more info on that so that your podcast listeners can
make sure they don't miss it if you want.
AJ Wilcox 22:17
Right. Is that the studio in Mountain View?
Alex Rynne 22:19
No, it's we have the brand new studio in San Francisco. I actually
haven't even seen it yet. So when I fly up there, it'll be my first
time seeing it.
AJ Wilcox 22:27
Very cool. All right. So it's a showcase page, which means for
everyone who wants to participate, make sure you go follow the
page, I think you can ding the bell on a showcase page to make sure
all this information is getting alerted to you right away. And I
guess, tell me if you agree, I would say make sure like, be in
there actively commenting. It's a community. It's not just a
showcase page posted?
AJ Wilcox 22:50
Yeah, exactly. It's meant to be a community and like, we chose the
word collective because it's not just our team. It's not just our
content team. It's an addition with other teams like so like the
insights teams and the agency teams. And then in addition to that,
it's collective voices within the industry. So like we've already
had so many amazing, we're calling them collective contributors
that are writing articles for the page, for example, like Kirsten
Allegri Williams, who's the CMO of Optimizely, authored a piece
around the art and science of creativity. We had Joe Kramer, who's
the CMO at Accenture write a piece about the future of B2B
marketing and when complexity meets craft. Also, Tom Stein, who is
the chairman and chief growth officer at Stein IAS, they do a lot
of really great work for B2B clients. So we've already had an
amazing voices on the page, and we look forward to gathering and
curating more with all of your help.
AJ Wilcox 23:46
Great. So we need everyone who listens, make sure you go and follow
the page right now. Don't wait. Right now. And I will put a link
right to it in the show notes.
Alex Rynne 23:57
Don't walk, run!
AJ Wilcox 24:00
Alright, switching gears here, we're seeing a lot of advertisers
right now talk about their demand generation strategy. And I see
this active shift going from where it used to be very heavy lead
generation, where it's all performance based to now more of a
holistic brand awareness followed up by retargeting kind of
strategy. What's your take on the shift that we're seeing? And what
do you recommend for us LinkedIn ads professionals?
Alex Rynne 24:23
Yeah, I mean, I talked a little bit before about how brand and
demand need to kind of like work together rather than like one
versus the other. But I think one of the main things that we
realized as a team is that the funnel, as it stands right now, like
this, like doesn't make as much sense. It's not as audience centric
as we might think. It's more of internally how we organize
ourselves to create content. Does that make sense? So like, it
would make more sense if the funnel is kind of like flipped on its
side, because the way that it is vertically, it's just like it's
helping us organize Some things internally, but it's not very
audience centric. So, yeah, I mean, I think we've been saying that
brand is the new performance marketing. And you know, lead gen is
obviously still important. It still has a place, but I think that
lead gen begins with the top of the funnel organic stuff. Like it's
all part of the journey.
AJ Wilcox 25:18
Yeah, I totally agree. I think that's what we've seen. I liked that
comment on flipping the funnel sideways, because it shows that when
the funnel is vertical, it shows that gravity is kind of helping
you. It's like you have a touch point and boom, they just fall
naturally to the next step. When we know it's work. It's work to
get someone on stage. And yeah, walking them sideways actually
feels better than just letting gravity kind of play.
Alex Rynne 25:41
Right? It's like more human, too. It's like, we're not just like
squeezing a little drip drops out of a funnel.
AJ Wilcox 25:46
Yeah, it's true. So going back to when you were talking about the
award at Cannes Lions, and creativity in B2B, I actually get asked
all the time, like who in B2B is doing a good job. I'm curious to
hear your perspective, who is doing a really good job of creativity
in B2B? Who in B2B is doing a good job of mimicking the principles
we've learned from B2C? Any learnings that we as B2B marketers can
take from it?
Alex Rynne 26:13
Yeah, well, I have to say LinkedIn. No, I'm just kidding. No, I
think I mean, I mentioned I think Optimizely does a great job.
Accenture does a great job. Adobe is doing really cool things. IBM,
I mean, Salesforce is an example that everyone uses. So I try not
to use Salesforce as much, but Salesforce is definitely on the list
as well, like their whole Trailblazers campaign, that was just like
the perfect idea to create this little character that like everyone
has all this affinity for, you know what I mean? Like, that's a
great case study in how to like, build affinity and likability for
your brand.
AJ Wilcox 26:47
Yeah. And what I like about that character is it doesn't matter who
leaves the company, or what that character they still own, and they
can still keep using, it's a voice that they can leverage forever.
Whereas if you have some kind of a another mascot, let's say it's a
person, that person can die, they can move on.
Alex Rynne 27:07
Way to take it to morbidtown!
AJ Wilcox 27:09
Sorry about that. That's where I'm at right now.
Alex Rynne 27:13
That's a really great point. Yeah, agreed.
AJ Wilcox 27:16
Yeah, those are fantastic examples. I'm gonna go check them out,
make sure I'm following and start sharing those as examples. When
I'm asked to, I don't see very much creativity and B2B,
honestly.
Alex Rynne 27:26
Visa is another one. They're doing some cool stuff around the World
Cup. What is called, World Cup? The soccer game? Yeah. Obviously,
I'm very into sports. They are doing a lot of cool stuff around
that. So if you go check them out, this whole department on our
team is doing this whole case study on sports marketing, which is
really cool because we've never produced anything like on that
topic before. It's a very specific niche.
AJ Wilcox 27:49
Yeah, you wouldn't think sports marketing going hand in hand with
LinkedIn. But I do see LinkedIn has its hands in a lot of
attention. I'm really eager to see how that turns out.
Alex Rynne 27:58
Yeah, I mean, Kevin Durant's on the platform now.
AJ Wilcox 28:01
Oh, that's cool. Yeah. All right. So last question for you, what
are you most excited about either personally, or professionally? Or
give us a little bit of both?
Alex Rynne 28:09
Yeah, personally, as you know, I just got married. We just got
married within like weeks of each other. So I'm just really excited
about this next chapter of my life. I feel a lot more like settled
and focused than I ever have been. So yeah, I'm really, really
excited about everything that's to come with that. And then in
terms of professionally, I'm just really excited to continue
building this franchise. I mean, what we're realizing is that
something of this magnitude that everyone that's creating content
within LinkedIn marketing solutions, needs to contribute to and
like align to, as we're gonna need a lot more people. So I'm
excited about the growth of my team. I'm excited about the growth
of the franchise. I'm excited about the live with strategy and to
see like how far we can reach with the caliber of guests that we
can get on the show. So yeah, and I'm excited to just hear back
from folks within the industry of what they think about what we're
doing. We've already heard a lot of great things around how people
really appreciate the fact that we're trying to kind of like, push
the envelope with B2B. And I think we should have probably pushed
all of our chips into B2B completely a lot sooner. But here we are,
we made it.
AJ Wilcox 29:22
We are working on some awesome stuff. So excited to have you here
on, finally. I've had you as a target guest for quite some time and
now this is episode 74. So thanks for making it happen. Everyone,
this is Alex Rynne, the Senior Content Marketing Manager at
LinkedIn on LinkedIn Marketing Solutions. Thanks again for being
here. And we'll make sure people are following you and reaching out
for any feedback that they want to share.
Alex Rynne 29:46
Thank you, AJ. Really appreciate your time and I hope that everyone
learned something today.
AJ Wilcox 29:51
All right, I've got the episode resources for you coming right up.
So stick around
Speaker 4 30:01
Thank you for listening to the LinkedIn Ads Show. Hungry for more?
AJ Wilcox, take it away.
AJ Wilcox 30:12
All right, like we talked about during the episode, the LinkedIn
Collective, you can see the link right to the showcase page that
Alex was talking about right there in the show notes. There's also
an article introducing the LinkedIn collective, so you can read
more about it, as well as a bunch of the stats that she was sharing
about the growth of LinkedIn. We've got a link to a blog post
detailing all of those. And she also shared an article with me
before the show that I wanted to share with you guys all on
building an iconic brand. If you or one of your colleagues are
looking to learn more about LinkedIn Ads, have them check out the
course that I did with LinkedIn Learning. The link is down below in
the show notes. It is by far the highest quality, the best course
out there for the lowest cost, so definitely check that out. If
this is your first time listening, welcome, we're excited to have
you here. Make sure to hit that subscribe button, if you want to
hear more about LinkedIn ads every week in your podcast player. If
you're already subscribed, a zero cost way that you can support us
is to go ahead and leave a review for the podcast. Most are doing
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a review, it would be greatly appreciated. With questions,
feedback, anything about the show, email us at podcast at
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next week. Cheering you on in your LinkedIn Ads initiatives.