Name: Chenchu Aravind

RegNo: 20MIA1126
Digital and Social Media Marketing
Digital Assignment-2&3(Case Study on LinkedIn)
1. Discuss the pros and cons of LinkedIn Business model and revenue mode
Certainly, here are some pros and cons of the LinkedIn business model and revenue
model as it relates to selling Zoom on a digital marketing strategy based on the IVEY case
study:
Pros of LinkedIn Business Model:
1. Strong user base: LinkedIn has over 700 million users, including professionals,
businesses, and job seekers, making it an attractive platform for digital marketing
strategies.
2. Targeted advertising: LinkedIn's advertising platform allows you to target specific
demographics, such as job titles, industries, and company sizes, making it easier to
reach your target audience.
3. Professional reputation: Because LinkedIn is a professional networking site, it can
add credibility to your brand and marketing efforts.
4. Data insights: LinkedIn offers robust analytics that can help you track the
performance of your campaigns and make data-driven decisions.
5. Multiple revenue streams: LinkedIn generates revenue through a variety of sources,
including advertising, premium subscriptions, and recruitment services.
a. Advertising: LinkedIn offers various advertising options to businesses,
including sponsored content, sponsored InMail, and display ads. These ads
can be targeted to specific audiences based on job title, industry, location,
and other factors.
b. Premium Subscriptions: LinkedIn offers premium subscriptions that provide
additional features and benefits to users, such as access to more profiles,
advanced search options, and insights into profile views.
6. High-value customers: LinkedIn's user base consists of professionals and businesses,
who may be willing to pay more for premium features and services.
7. Recurring revenue: LinkedIn's premium subscription model and recruitment services
generate recurring revenue streams, providing a stable source of income.
a. LinkedIn's premium subscription model allows users to access additional
features and benefits for a monthly or annual fee. This includes the ability to
see who has viewed their profile, access to more search filters and results,
and the ability to send more InMail messages. Since this is a recurring
subscription model, LinkedIn can rely on a stable source of income from users
who continue to pay for the premium features.
Cons of LinkedIn Business Model:
 8. Restricted audience: As most of LinkedIn's users are professionals, it might not be
the greatest medium for reaching a larger audience.
a. The emphasis LinkedIn places on companies and professionals may be both a
benefit and a drawback. On the one hand, it provides firms and people
wishing to network with others in their sector or area with opportunity for
highly targeted advertising. On the other side, this specialised concentration
could reduce the effect and reach of marketing initiatives targeted at a larger
audience.
9. High level of competition: Due to the popularity of LinkedIn as a B2B marketing
platform, there may be fierce rivalry for viewers' time and attention.
10. High price: Due of its potential cost, LinkedIn's advertising platform may be less
affordable for small businesses with tight budgets than other social networking
networks.
11. Dependency on advertising: As a large portion of LinkedIn's revenue comes from its
advertising platform, the firm may be more susceptible to changes in the advertising
industry.
12. Low-income potential: Although LinkedIn's recruiting services and premium
memberships bring in money, their potential for revenue may be less than that of
alternative business models.

2. Discuss LinkedIn’s Marketing Solutions. Who are those Solutions for?

The Marketing Solutions offered by LinkedIn are intended for fast-growing
businesses that want to connect with high-value clients in the B2B sector. Due to the
lengthy B2B sales cycle and the various decision-makers present in the buying committee,
these businesses have difficulty selling their goods and services.
This issue is resolved by LinkedIn, which offers a platform that enables companies to
advertise their goods and services to professionals and decision-makers who are seeking to
connect, network, and expand their enterprises. 65.5 million decision-makers make up
LinkedIn's user base, and four out of every five users either champion or assist in influencing
corporate choices. Due to this, LinkedIn is the best platform for generating B2B leads.
Businesses have potential for both short- and long-term success with LinkedIn's Marketing
Solutions. Campaigns for brand marketing provide marketers the chance to promote a
company's goals, direction, or thought leadership, which may increase brand awareness and
trust and spur long-term success. On the other side, highly focused demand-generation
marketing efforts generate urgency around certain offers or services to promote rapid
development.

Targeting Options: LinkedIn's advertising platform provides a variety of targeting options

that let companies target groups of people. These targeting choices include things like job
descriptions, sectors, business sizes, seniority, and abilities. The ability to contact decision-
makers and experts who are most likely to be interested in their goods or services enables
firms to develop highly focused campaigns.
Ad Formats: LinkedIn's ad platform offers several ad types, including dynamic
advertisements, display ads, sponsored in Mail, and sponsored content. Sponsored material,
which might be text, photographs, or videos, appears on users' feeds. Businesses may send
users' inboxes tailored messages via Sponsored InMail. Dynamic advertising, which are
tailored and may include the user's profile image, are displayed on the side of the page.
Analytics and Reporting: Businesses may track the effectiveness of their campaigns using the
sophisticated analytics and reporting capabilities provided by LinkedIn's ad platform.
Marketers may utilise this information to improve the performance of their campaigns by
seeing how many clicks, impressions, and conversions their advertisements are producing.
Integration with other Marketing Platforms: Because LinkedIn's ad platform connects with
other marketing systems like Marketo and Google Analytics, it's simple for companies to
analyse and evaluate the results of their LinkedIn campaigns in conjunction with other
marketing initiatives.
Partners in LinkedIn Marketing Solutions: LinkedIn has a network of Partners in Marketing
Solutions that can assist companies with their LinkedIn campaigns. These affiliates provide
analytics and reporting, as well as campaign management and creative development
services.
In conclusion, high-growth B2B enterprises wishing to sell their goods and services to
decision-makers and professionals should choose LinkedIn's marketing solutions. Through
brand marketing and very focused demand creation efforts, these solutions provide
potential for both short-term and long-term success.

3. Describe LinkedIn’s customer acquisition (Sales) process

An industry- and geography-focused sales team is a part of LinkedIn's customer
acquisition strategy. The team consists of a variety of individuals, including sales
development representatives (SDRs), who are in charge of cold-calling or sending emails to
pre-qualified contacts inside a business. If the SDR was successful in getting in touch with
the contact, they made an effort to schedule a quick discovery call with an Account
Executive (AE).
The AE set up a discovery call to find out more about the contact's priorities and ascertain
whether both parties agreed that the two firms were a suitable fit.
Choosing the campaign's goal was the first stage in carrying out a campaign on LinkedIn. The
CSM collaborated with the client to ascertain if their goals were to increase conversions,
top-of-funnel consideration, or brand recognition. The CSM then helped the client target a
particular audience by utilising a variety of targeting methods, including first-party,
lookalike, account, or LinkedIn Audience Network.
The CSM began the campaign after audience targeting, utilising any number of LinkedIn Ad
products based on the given objectives. The CSM also evaluated numerous information
pertaining to lead generation, business impact, website visits, website conversions, brand
recognition, engagement, and campaign effectiveness utilising Campaign Manager, where
they could manage campaigns and enhance performance.
Whenever a customer joins LinkedIn, they collaborate with a CSM to create a campaign that
addresses their unique requirements and objectives. The CSM assists the customer in
choosing the campaign's goal, identifying the target market, and deciding which LinkedIn Ad
products to deploy.
The platform's sophisticated targeting options are one of the main advantages of advertising
on LinkedIn. Companies may choose to target particular sectors, job categories, or even
corporations. Companies may also upload their CRM data directly into the LinkedIn platform
to create bespoke audiences based on current customer data.
Following the campaign's launch, the CSM keeps an eye on its effectiveness and offers
continuous advice and adjustments to make sure the client is getting the most for their
investment. This involves looking at data and modifying the targeting, creativity, and other
campaign components as necessary.
In addition to conventional advertising efforts, LinkedIn also provides a variety of
different goods and services aimed at assisting businesses in attracting and interacting with
prospective clients. The LinkedIn Sales Navigator, a potent tool for sales professionals that
gives access to LinkedIn's expansive network of professionals and aids in the identification
of potential leads and opportunities, is one of these. Other examples include sponsored
content, sponsored InMail, and sponsored content.

In general, LinkedIn's customer acquisition process is created to assist businesses in

connecting with their target market, engaging with new clients, and producing tangible
business outcomes. LinkedIn is a significant platform for businesses trying to increase their
reach and develop their business because of its sophisticated targeting capabilities and
selection of strong products and services.

4.How should Wong prepare for the meeting with Zoom’s VP

• To comprehend Zoom's difficulties and potential, review the most recent annual
report (Form 10-K), analyst reports, and any current headlines.
You should take the time to carefully read Zoom's most recent annual report and any
other material that is readily accessible to the public. He will be better able to adapt
his pitch to Zoom's particular requirements as a result of having a greater grasp of
the company's goals, difficulties, and prospects. Wong may learn more about Zoom's
market and rivals by reading analyst reports and the most recent news, which will
help him present LinkedIn's goods and services as a special option.

• Use a template to arrange his ideas and list the most important problems and
possibilities for Zoom.
Wong should utilise a template or structure to organise his thoughts and identify the
most significant concerns and possibilities for Zoom. This will enable him to maintain
 concentration during the conference and make sure he covers all the important
topics. He should modify the template to match Zoom's unique requirements and
make sure he can quickly access it during the conference.

• Try adding pertinent LinkedIn case studies or success stories that show competence
in the past dealing with customers like Zoom.

We ought to think about showcasing pertinent success tales or case studies from
LinkedIn's database that show proficiency in collaborating with customers like Zoom
in the past. This might help him establish credibility and show the advantages
LinkedIn can offer. He should take cautious to use illustrations that are pertinent to
Zoom's particular requirements and objectives nevertheless.

• Strike the ideal mix between offering insightful questions to support his premise and
making a sales push for LinkedIn Ads.
Wong has to find the proper mix between effectively marketing LinkedIn Ad goods
and services and asking smart questions to support his argument. He should carefully
consider the VP's wants and objectives before tailoring his questions to fit those
needs and goals. In addition, he should be ready to explain the benefits of LinkedIn's
goods and services that are most pertinent to Zoom's requirements.

• At the meeting, be open and adaptable, prepared to change his strategy in response
to the vice president's replies and feedback.
Wong has to be open and adaptable throughout the conversation, prepared to
change his strategy in response to the VP's comments and suggestions. He should
pay close attention to the VP's requirements and worries before responding in a way
that exhibits sympathy and comprehension. If the VP has any concerns or queries, he
needs to voice them politely and thoughtfully.

• Provide sales materials he can use at the meeting, but also be prepared to switch to
a more informal tone if necessary.
Wong should have prepared sales materials for the meeting, such as presentations
or a product demonstration, but he should also be prepared to engage in a more
informal chat if necessary. He needs to be adaptable and attentive to the VP's
participation level and communication style. He might take advantage of the chance
to establish rapport and strengthen the friendship if the talk is more informal.

• At the meeting, be open and adaptable, prepared to change his strategy in response
to the vice president's replies and feedback.
Wong has to be open and adaptable throughout the conversation, prepared to
change his strategy in response to the VP's comments and suggestions. He should pay close
attention to the VP's requirements and worries before responding in a way that exhibits
sympathy and comprehension. If the VP has any concerns or queries, he needs to voice
them politely and thoughtfully.