Welcome to Market'in, the podcast that helps you boost your digital marketing strategy with LinkedIn and ... with a bit of a French accent.
Our purpose is to initiate discussions around digital marketing, B2B and LinkedIn to help you align your marketing strategy to your business goals and your audience’s needs.
We will be joined by special guests, experts, clients to inspire you, inform you and help you innovate.
If you want to get the most of LinkedIn for your marketing and communication, you're in the right place!
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#17 Thinking bold to build brand in a highly competitive environment, with Isabelle Andrieu, co-founder @ Translated
Co-founder of Translated, Isabelle Andrieu, shares the unconventional journey of building one of the world’s top translation companies—from hacking early SEO with the Simpson or celebrities content, to launching an AI-powered SaaS tool, and branding through a global sailing regatta. A powerful story of resilience, creativity, and believing in humans in the age of AI.
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19 Mar 2025
#16 How to communicate about AI and integrate it in your brand, with Meigge Sauvaget, Brand Global team lead @ CEGID
AI is top of mind for everyone right now, and this is especially true for tech companies who are adding AI features in their products. At CEGID, this is a major topic as AI is added to all their products to deliver more value to customers and help them save time everyday. But questions arrise : how to communicate this in brand? How to emerge from the crowd of all companies adding AI in their products? How to connect the brand promise with business outcomes? And how to use AI tools to create campaigns and assets that will have an impact on the right audiences? In this topic we tried to answer all those questions with Meigge Sauvaget, Brand Global team lead at Cegid with whom we had the pleasure to sit for an episode during the last B2Believe event in Paris. If you have AI features and you wonder how to proove their value to your customers and how to integrate them in your brand, this episode is for you!
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27 Nov 2024
#15 How to best leverage and measure LinkedIn for full funnel strategies, with Joshua Stout, Director of Advertising @ Influent Social
LinkedIn expert Joshua Stout, Director of Advertising at Influent Social, shares actionable strategies for measuring and maximizing ROI on full-funnel LinkedIn campaigns.
3 Jul 2024
#14 How B2B Tech Brands Grow - Balancing product led growth and brand building. With Derek Yueh, AJ Wilcox and Roman Krs
In this new episode of Market'In, we have decided to discuss the latest report of the B2B Institue, by Derek Yueh, "How B2B Tech Brands Grow" (https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-tech-brands-grow)with two LinkedIn Ads experts, who have been working with hundreds of companies to help them build a sustainable growth with LinkedIn.
Despite marketing's critical role in B2B technology companies, marketing leaders (particularly brand) don’t always get to exert the same influence as their peers in product. Exacerbating this imbalance over the past few years is the popular GTM strategy of “Product-Led Growth” (PLG), a theory that promises brands outsized growth by leveraging product as the main vehicle to drive acquisition, retention, and expansion. So, do PLG strategies deliver substantially different outcomes compared to traditional GTM strategies for B2B tech brands?
In this episode, we explore the situations where a PLG approach is interesting, but also the limits it can have to build a sustainable growth. We also talked about the role of investors, VFOs or CEOs in implementing those strategies and how marketers can talk with them to balance a short term approach with building mental availability for your brand in the long term.
If you are solely relying on "sign up for a free demo" CTAs, you might find this discussion interesting, or even eye opening!
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6 May 2024
#13 The Power of Alignment: Enhancing Sales and Marketing Effectiveness. With Ekaterina Bovkun, Cloud Marketing Lead @ Dassault Systèmes
Welcome back in this new episode of Market'In! And we're happy to discuss a topic that is top of mind in many organizations: sales and marketing alignment, with Ekaterina Bovkun (https://www.linkedin.com/in/ekaterinamuzeaux/), Cloud Marketing Lead at Dassault Systèmes.
Together with Ekaterina we discussed the reasons why should marketing and sales work very close and the value they can get from that, but also went into very practical advices on how to do that. We discussed best ways to work together between sales and marketing and the different topics that they should be aligned on, including KPIs, contents and more.
If you are trying to get the most from both teams and increase effectiveness in your entire organization, this episode is for you!
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20 Mar 2024
#12 How to move from a product to an audience first strategy? With Cedric Nattagh, Global Head of Digital Marketing @ Cegid
In this new episode of Market'In, we had the chance to discuss with Cedric (https://www.linkedin.com/in/c%C3%A9dric-nattagh-marketing-crm/) from CEGID about the way they have redesigned their website, starting from an audience perspective, and not a product one. In this episode he explains us how they decided to start from pain / gain for clients to show them the right contents that would really matter to them and help them in their buying process.
With multiple business lines and very different audiences, the challenge was really huge and the team had to adapt and think about several dimensions in order to deliver the best experience, the one that would also drive quality leads, from the website, but also from a paid perspective, on LinkedIn.
In this episode, Cedric goes through all the steps the challenges and decisions that had to take place to make this strategy a reality. If you need inspiration for your website and your lead gen strategy, this is definitively an episode for you!
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28 Jan 2024
#11 The 3 marketing trends that will shape 2024, with Ioana Erhan, Senior Sales Director France & Italy, LinkedIn Marketing Solutions
For this new episode of Market'In, we wanted to know what is coming for marketers in 2024. To discuss this, we thought Ioana Erhan (https://www.linkedin.com/in/ioanaerhan/), who is leading the French and Italian sales teams for LinkedIn Marketing Solutions, was the perfect person to invite! She is talking with many clients from different industries, company size and countries and knows exactly what is top of mind for them.
In this episode we have discussed influence on LinkedIn, and the importance of relying on people to have the best results. We talked about "AI everywhere" and how it will help marketers be more productive and get more results. And we also discussed the urgency of measurement in a difficult context where being part of the shortlist is top of mind for everyone.
So what will 2024 be made of? Wait no more and jump in this episode!
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24 Oct 2023
How CMOs from top tech companies balance short and long term strategies, with Al Cadena, Global Client Executive @ LinkedIn
Welcome to this new episode of Market'In! We are happy to welcome our first guest in this podcast, and what an amazing guest! Al as a strong experience in the tech industry and has worked with many top companies on their B2B marketing strategies. And good news for you, he is here with us to share all the best practices he has learn over the years!
In this episode we discussed about the pressure for short term results that more and more CMOs are getting and how to respond to it. We talked about the importance of sales and marketing alignement, the way brand is impacting leadgen and how to create retargeting pools that will convert!
A lot of goodness here, and we look forward to present you our next amazing guests!
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10 Sept 2023
#9 The importance of Thought Leadership in your marketing strategy
In this new episode of Market'in, and the last one for our summer special (but don't worry, we'll be back very soon with amazing guests and content), we have decided to focus on Thought Leadership. According to a 2022 Edelman x LinkedIn study 61% of decision-makers say that an organization’s thought leadership can be more effective than traditional product-oriented marketing. This study also states that in times of economic downturns 46% of decision-makers say they are less receptive to sales calls and marketing outreach. So doing ads is great, and necessary, but there must be more to add to your usual marketing strategies.
And thought leadership is just this additional layer you might need! In this episode we discuss what is exactly thought leadership, who can be involved in those initiatives, how to create great content that will help support your branding and conversion effors, and we end discussing the new LinkedIn format "Thought Leaders Ad" which can support you in those efforts!
We hope you'll enjoy this new episode, and that we'll see you soon on the next episode!
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27 Aug 2023
#8 Why creativity matters in B2B
Did you know that 71% of B2B ads are expected to generate no sales, because of a lack of creativity? Are you building your B2B ads with those 3 elements: voice over, stock image and logo reveal at the end? Then this episode is for you!
In this new episode of Market'in, we discuss what creativity means for B2B and how you can use it in your ads to impact your sales and grow your business. We talk about a few creative examples and share best practices to include in your upcoming creatives, including emotions, character and relatability.
If you want to have a chance to win the B2B price at the Cannes Lion festival next year, this episode is for you!
Ads mentionned in this episode:
- Time Fighters (Renault): https://youtu.be/JuvGvWmIXpc?si=bydcdjK63W2w_oVT
- Orange Cyberdefense: https://youtu.be/RHzAEKGWn_0?si=v8qsMAA7CunN-ivm
- LinkedIn CRM Cereals / Panda: https://youtu.be/v-S9QsMk_Vw?si=HAuzoyfZ0yEvb325
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20 Aug 2023
#7 Make the most from your events on LinkedIn
Do you think, like 80% of marketers*, that live events are critical to your success? Are you part of the 93% of marketing decision makers using them in your strategies? Would you like to use LinkedIn to hold or support your events? Then this episode is for you!
In this episode, you will better understand how to use LinkedIn to hold and promote your events. You'll better understand what are your options, how to set up an event and a live, but also learn all the best practices that will make you successful.
If you are trying to attract prospects or clients to your events, on and offline, we'll share with you the best ways to promote your event effectively, and measure the success of them.
Enjoy this episode, and see you next week for a new one!
In this episode, we are mentionning a link to know how to set up your events and live:
https://business.linkedin.com/marketing-solutions/linkedin-events/getting-started
* Bizzabo, 2018
**LinkedIn Marketer Research, 2019
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13 Aug 2023
#6 How to level up your ABM game?
We know that ABM is a big topic among marketing teams, and in LinkedIn Campaigns. This ability to target only a list of selected accounts to close them quicker is a really powerful tool!
But are you really doing ABM when you push your campaigns to a lit of accounts? Is that really enough to call what you are doing ABM? And is there a way to do it even better?
In this new episode of our insider podcast, we have decided to go through all the missconceptions and best practices around ABM. Whom to target, with which content, which creatives... and much more.
If you want to rethink your ABM strategies, this is the right episode for you!
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6 Aug 2023
#5 The massive impact of branding campaigns
Fo this new episode, we have dicided to focus on a topic that is usually underestimated by marketers, but can have a massive impact on your performances, including on LinkedIn: branding campaigns.
Very often, and especially in times of economical uncertainties, marketers tend to focus on the short term: generating as many leads as possible to give to the sales team. But in the long term, this is not working. Your future clients don't move over night from not even knowing they have aproblem to becoming your client!
They need to know about their issue, how to solve it, that you can help them, and that your solution is the best, in this order, not starting from your solutions and products.
In this episode, we share a few insights to understand why branding campaigns are so important (with the 95-5 rule for example), the impact it can have on your sales and also talents, and how to do them in the most effective way.
If most of your investments are in leadgen, make sure you don't need this episode!
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30 Jul 2023
#4 How to measure the success of your LinkedIn Campaigns?
Welcome to the 4th episode of Market'in! For this episode, our goal is to answer one of the questions that is keeping marketers up at night the most: "How do I measure the success of my LinkedIn campaigns?".
Very often, we might think of media KPIs. Either to focus only or them, or to exclude them completely. In this episode we go through a few of them to understand why they are useful, but also why they don't mean everything.
We also talk about business KPIs. What ROI means? Why it's important to align with sales on common KPIs and why the timeframe used to measure the success of campaigns really matters.
We hope you'll enjoy this episode and that it will help you talk to your CFO, CEO or CMO even better about your results and how they help the company's growth.
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23 Jul 2023
#3 Choosing the best objective and format for your LinkedIn Campaigns
For this third episode, we will end the basic reminders with objectives and ad formats. It's always a challenging moment when you set up a campaign on LinkedIn. There are those 9 different objectives to choose from, then all those formats... it's not always obvious to know whatr will work best for you, for your marketing goals.
In the first part of this episode we start with objectives, explaining how choosing one or the other will impact the way your ad is displayed, how our algorithm will work, how you will buy and the available formats that go with it.
In the second part we go through the different formats and talk through the advantages of each one to achieve your marketing goals. We discuss video, single image ads, lead gen formats, carrousel, but also the newest formats : document ads and thought leaders ads.
Before going to more advanced tips for this summer program next week, make sure you master the basis with this episode!
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16 Jul 2023
#2 The most common mistakes in LinkedIn Campaigns
In this second episod of Market'in, we discuss the most common mistakes that advertisers and marketers do when they set up campaigns on LinkedIn. If you want to make sure to not reproduce them, make sure you listen to this conversation!
We discuss the importance of your targeting, and the best audiences sizes to reach your goals, we talk about the best budget allocations, targeting facets, bids, timing of campaigns, creatives and copies that perform best, and much more!
This is just the second week of your LinkedIn summer program, make sure you subscribe to the podcast to not miss the upcoming episodes !
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5 Jul 2023
#1 Review the basics: Why LinkedIn for marketing?
In this first episode in our Summer Serie, we have decided to answer the most common question: why using LinkedIn in your marketing strategy? Key numbers, market trends, first bunch of advices, this is the best way to start your journey with us!
Aurélie & Francois
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