Jorge Solorio is the Industrial Americas Business Manager at Lubrizol Advanced Materials where he is responsible for marketing and sales for their Corzan product line. On this episode, Jorge explains how he led a strategic initiative to launch an online destination centered on one dedicated product within a large company. He also discusses how he is achieving alignment between sales and marketing with the results to prove it.
Lubrizol is a large chemical company that started in 1928. Corzan is their chlorinated polyvinyl chloride or CPVC product. Jorge said it’s similar to the PVC you’d buy from a home-improvement retailer, only it’s post-chlorinated and can be used with higher temperatures. Listen to this episode to discover how Jorge launched a dedicated website for Corzan and hear about the results they’re enjoying.
Launching a Dedicated Web Property for Corzan
Since Lubrizol is such a big web property, Jorge proposed the launch of a separate web property for Corzan. As an end user product, the target audience is different than the one Lubrizol.com markets. The purpose of the Corzan website is to expand on topics and educate their buyer persona.
Corzan.com started as a small experiment with a WordPress property on Lubrizol.com and as it grew, eventually switched over to HubSpot. At first, management didn’t understand the direction, but once Jorge was able to provide KPIs it clicked and helped with buy-in. Sales started to get excited about their endeavors with Corzan.com when they saw how many leads it attracted. Jorge and his team found that more quality leads were generated from the highly technical content.Highly technical content attracts quality leads. @JorgeLubrizol @bernieborges #leadgen #marketingClick To Tweet
As the site gained traction, they amped up their content marketing strategy. A marketing firm was brought on to write content and they now publish at least one blog per week. Listen to this episode to learn where the funding for the program initially came from and how sales is involved with the blog.
The Impact on Global Sales and Marketing Team Alignment
In his role as the Industrial Americas Business Manager at Lubrizol, Jorge runs the sales team and manages marketing staff across North, Central, and South America. He says he would grade their sales and marketing alignment as seven out of ten, which is pretty good for only working in alignment for one year.
Their CRM focuses on the sales staff and allows them to communicate with marketing. When designing the pipeline within the CRM, Jorge consulted a Lubrizol sales professional to ensure both marketing and sales have ownership in the lead generation process. Jorge says he sees the lines between marketing and sales blurring, noting that marketing can be held accountable with the right metrics.
The Corzan website is still being optimized. Jorge plans to continue prioritizing education overselling with their weekly blog posts and long-form eBooks. They have plans to incorporate video in 2018 so they can “show and not just tell.” Tune into the podcast to find out what content will be included in their videos and to hear more of Jorge’s sales perspective on aligning with marketing.
Featured On This Episode:
- Jorge Solorio on LinkedIn and Twitter
- Corzan’s website
- Register for Sales Team Alpine Resort (STAR) – the most important sales leadership think tank ever.
- Download Social Business Journal Vol. 10, The 5 Most Influential Topics for B2B Marketing
- Visit the Vengreso website
- Follow Vengreso on Twitter
- Discover how to boost your sales through the Vengreso Social Selling Virtual Boot Camp
- Write a review of this podcast in iTunes
- Social Business Engine on Twitter: @sbengine
There are TWO WAYS you can listen to this podcast. You can click the Listen Now button at the top of this page…
Or, you can listen from your mobile device’s podcast player through iTunes or Stitcher.
This podcast originally appeared on Social Business Engine.
10 thoughts on “15 LinkedIn Profile Optimization Tips to Get Found This 2023”
My LinkedIn account was ranking on the first page for best mommys blog keyword quite a few years back and I didn’t have any idea. While working, I stumbled upon the Analytic section of LinkedIn and saw that most of the visitors are coming from search engine later on I realized that in my profile I’ve used “Mommy’s blog” word a lot of time and that is the reason why it was ranking well on SERP. This is how I came to know about SEO and I was also amazed by the fact that how easy it was to rank for competitive keywords back then. Anyways loved your article and please share more tips on SEO.
Thanks for sharing. The number of times you mention a word or phrase is still a factor for sure.
We love hearing tips as well as questions our reader, so keep them coming!
Should I change keywords overtime based on what’s popular on the internet?
There is a lot of value in this article, especially for those looking to improve their visibility on LinkedIn. My favorite of the fifteen tips shared in this article is number nine. I’ve observed that people with custom profile links, seem to get more attention than those who haven’t customized their LinkedIn profile URL. Interesting article, thank you for taking the time to put it together.
Customizing LinkedIn URLs create more visibility for sure! Thank you, Bret.
I agree with the recommendations, they are a very important part of our strategy on LinkedIn, it can give confidence to potential customers (or leaders when someone is looking for a job).
People shouldn’t underestimate keywords on their LinkedIn profile! This helped potential buyers to find me on LinkedIn more easily when they searched for certain products and/or services. Thanks Viveka!
Thank you for another great blog post. For the alt text and/or naming images, do you mean two to three different keyword phrases as a maximum, like this?
B2B cybersecurity content marketing writer , technical writing cybersecurity content , cybersecurity technical writer , David Geer
Or can you add more keyword phrases than this?
Hey David – I honestly don’t know the efficacy of adding more keywords than that. I would stick with what you have above.
All the information is very helpful which can help us to increase our Profile ranking on LinkedIn. Another big interesting article, this blog is very useful for the Optimization of my LinkedIn profile.
I also get much knowledge from this blog.
thank you keep sharing.