Market'in Francois Decaux & Aurélie Balaes

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, 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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In this new episode of Market'In, we had the chance to discuss with Cedric 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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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, 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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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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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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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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