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How does a company with a premium offering, but little or no brand recognition, market to a universe of buyers who assume that solution providers are all pretty much the same? It’s not easy or simple, but thankfully there are companies out there demonstrating ways to build brand equity and gain the attention you need to set up their sales team for conversations with qualified prospects.
This episode features, Dean Nicolls, Vice President of Marketing at Jumio. Jumio as a company has found itself in the position described here – in spite of having won numerous impressive awards in its market segment. Dean speaks with Bernie about the ways he’s leading the Jumio marketing team to use PR, analyst relations, and sales enablement to elevate the profile of what the company has to offer as a premium brand.
Learn how to #market an unknown premium brand effectively. Join @BernieBorges, #CMO of Vengreso and @Dean_Nicolls of @Jumio for this episode of the @MMEnginepodcast. 🎧 Listen! #DigitalSelling #Marketing #MMEshowClick To TweetUnknown Premium Brands Build Reputation Through Education
At Vengreso, we often say that modern sellers need to sell in ways that modern buyers like to buy through providing valuable content that demonstrates expertise and ability. Dean agrees with that approach. He says that sales is not about selling, it’s about educating.
The Jumio team works overtime to educate their ideal buyers about the challenges of their current approach to identity verification. Any brand who requires a user to register or sign up online – banking, consumer goods, etc. – can recognize the limitations or problems of their current identity verification solutions. Consequently, they are more willing to engage in conversations about how to improve their approach to minimize abandonment and improve the user experience. Listen to learn how you can use an educational approach to build brand equity for your company.
Jumio’s 30/70 Split Between Brand Awareness And Demand Generation
Dean says that Jumio spends about 30% of its marketing efforts and budget on building brand awareness. The other 70% is used for demand generation activities. The branding side of the split is of particular interest for marketers who find themselves fighting an uphill battle to gain the recognition their solutions deserve. How does Jumio do it?
The company works with many PR firms that use a variety of strategies to get the company into the spotlight. Among those strategies are the publication of byline articles, trend jacking, and traditional press coverage when the company has a new product or rolls out an update. But there’s also emphasis placed on entering the company and its products into recognized competitions within the industry. Winning provides a natural way to gain wide-scale attention that puts them on the radar of their ideal buyers.
.@Jumio’s 30/70 split between #brand awareness and demand gen is a powerful #marketing combination. Join @BernieBorges, CMO of Vengreso and @Dean_Nicolls of Jumio on the @MMEnginepodcast. 🎧 Listen! #DigitalSales #B2BMarketing #MMEshowClick To TweetUtilize Stories And Practical Tools To Empower Your Sales Team
Success stories have a way of demonstrating product fit that are much more effective than slide decks and presentations. That’s because stories connect to the human beings involved in the buying equation, enabling them to picture themselves in the story, experiencing the solutions described. Dean’s marketing team has developed assets that enable the Jumio sales team to tell effective stories about their product’s positive impact on real-life customers.
During this conversation, Dean also tells a story of his own about a big win the Jumio team has experienced through the creation of an online calculator. One member of the Jumio Latin America sales team made use of it in ways the marketing team didn’t anticipate and was able to increase his personal sales numbers to the point that other sellers on the team began to take notice. As you hear what happened through the creation of this easy-to-use tool you’ll recognize there are likely similar tools or resources your marketing team could create.
Find Champions On Your Team Who Can Empower Everyone Else
Premium brands that succeed in penetrating their market do so as a team. They work together to increase the visibility and effectiveness of efforts across the board. One of the ways Jumio has been able to do this is through identifying marketing and sales champions who are excelling in their roles. These team members are invited to share their experience, to become role models for the rest of the team. They’ve discovered that just like their clients appreciate relevant stories, their internal teams appreciate the impact of real-life stories – and when those stories recount the successful experiences of co-workers, their enthusiasm for the Jumio brand value proposition gets amplified and effectiveness increases.
Join Bernie as he invites Dean to reveal the careful thought and diligent work that goes into building brand equity for an unknown premium brand, on this episode of the Modern Marketing Engine podcast.
#Marketing and #sales tip: find champions on your team who can empower everyone else. Join @BernieBorges, #CMO of Vengreso and @Dean_Nicolls of @Jumio for this episode of the @MMEnginepodcast! #SocialSelling #MarketingTip #MMEshowClick To TweetFeatured on This Episode
- Dean Nicolls on LinkedIn
- Dean on Twitter: @Dean_Nicolls
- Jumio – where Dean serves as VP of Marketing
Outline of This Episode
- [1:20] The challenge of getting noticed among premium brands
- [2:08] Jumio: Online identity verification – and Dean’s role as VP of Marketing
- [3:18] The needs of the customers that Jumio markets to (those with something at risk)
- [7:45] A not-so-well-known brand has unique challenges when it comes to marketing
- [10:31] The PR / Analyst balance to brand building
- [15:26] How can the sales team be enabled to meet the needs of modern buyers?
- [18:39] Challenges to telling better stories and how to overcome them
- [20:37] Collaboration is imperative between marketing and sales
Resources & People Mentioned
- The State of Digital Selling Report
- The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr
Connect With Bernie and Modern Marketing Engine
- https://www.Facebook.com/modernmarketingengine/
- https://www.linkedin.com/in/bernieborges/
- https://twitter.com/bernieborges
- https://instagram.com/bernieborges
- https://Twitter.com/MMEnginePodcast
Subscribe to Modern Marketing Engine on your app of choice
Tweets
Unknown premium brands build #reputation through education. Learn how to do it from @BernieBorges, CMO of Vengreso and @Dean_Nicolls of @Jumio, on this episode of the @MMEnginepodcast. 🎧 Listen! #SalesEnablement #marketing #LeadershipClick To Tweet Learn to utilize stories and practical tools to empower your #sales team. Join @BernieBorges, #CMO of Vengreso and @Dean_Nicolls of @Jumio for this episode of the @MMEnginepodcast. 🎧 Listen! #ContentMarketing #ManagementClick To Tweet
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.