Keith Browning joins us on The Thought Leader’s Voice, the flagship podcast series by iResearch Services.

Aptly named one of “Ireland’s Brightest Marketing Minds”, and with over fifteen years of experience in innovative start-ups and at multinational firms, Keith leads brand marketing globally for the Marketing Solutions business unit at LinkedIn. His interests include brand strategy, B2B marketing strategy, and digital marketing.

Keith has created stand-out marketing campaigns across North America and Europe for high-profile brands across the travel, technology, and hospitality sectors. His most recent B2B marketing campaign for LinkedIn – “B2Brilliant” – launched a new suite of tools and tactics to help B2B marketers produce creative campaigns that borrow from the B2C playbook.

Keith is an impassioned keynote speaker with notable engagements at BloggerCONF and Social Selling Summit.

Tune in to the podcast as Keith shares new perspectives on the surge in creativity within the B2B space and how to measure the success of a brand campaign akin to “B2Brilliant”, along with insights on purpose-led branding.

Key Takeaways

· How does the customer journey for B2B marketing differ from that of B2C?

· How can marketers bring emotion and creativity commonly associated with B2C marketing into B2B campaigns?

· How do the 3Ms (Minutes, Media Channels, Money) factor into the development of effective campaigns?

· LinkedIn’s international headquarters are based in Ireland, which has become a hub for tech innovation nicknamed ‘Silicon Docks’ – how does this factor into LinkedIn’s overall business strategy and point of differentiation?

· What are the most significant factors to note when delivering purpose-led branding?

· What are crucial aspects to consider when creating creative campaigns within the B2B space that borrow from the B2C playbook? How do you go about measuring the success of these campaigns?

· What does the future look like in the B2B marketing space?