DMA HK: JEB Group’s Jenifer Mccombie on what role LinkedIn marketing plays in digitalisation

LinkedIn is increasingly resembling a mix of X and YouTube, emerging as a top choice for brands in their social media marketing efforts within the B2B world.

According to B2B review and rating platform GoodFirms’ social media marketing survey, 93.5% of brands choose LinkedIn as their preferred platform for social media marketing, while 92.8% of businesses said LinkedIn provides them with the best engagement rates.

In a conversation with MARKETING-INTERACTIVE, Jenifer Mccombie, chief marketing and communications officer, JEB Group, said authenticity is the key to marketing on LinkedIn. It’s essential for B2B companies to showcase the human aspect of their operations, rather than focusing solely on the product.

Using JEB Group as an example, Mccombie said the company strives to share more authentic and fun stories, including behind-the-scenes narratives, to highlight its teams and allow the brand’s personality to shine.

Moreover, JEB Group has been focusing on enhancing its video content and short-form video content this year, according to Mccombie. “On top of our usual, product demos and project case studies, we’ve also been creating content to recap events, share about our JEB people and culture, and share workspace tips on design.”

Looking ahead, JEB Group aims to boost engagement by leveraging LinkedIn's new interactive features, said Mccombie. “We’ll be looking to utilise polls, live Q&A sessions, and discussion threads to connect with our audience more meaningfully.”

Leveraging client-facing staff to engage audience

Given the authenticity that employees bring to the audience, more brands are empowering them as influencers to create content, which enhances brand credibility and engagement while fostering meaningful connections.

In fact, an Ogilvy study shows that 89% of C-suite B2B marketers recognise that tapping employees as influencers holds immense value for their businesses due to the insider knowledge and authentic advocacy that comes from belief in a shared vision. 

The employees have the expertise and insights that really resonate, and leveraging their networks exponentially expands the company’s reach and overall awareness; which ultimately can open new leads and opportunities, said Mccombie.   

“However, we are mindful of our staff’s time, strengths, as well as skills and preferences.  Plus, from a branding perspective, we have to ensure that the messaging stays consistent, that certain information is correct and we have to be particularly careful to protect our client’s rights as well,” she added. 

To strike a balance, JEB Group encourages all its staff to “repost with thoughts,” while also designating a few voluntary front-facing employees as the company’s ambassadors and influencers, Mccombie said. “We also provide social media and LinkedIn guidelines to ensure alignment and provide ‘always-on’ support to help check, and edit as needed.”

“We need to be agile. The in-house team here closely monitors our analytics to track what’s working and what isn’t. This helps us adjust our strategies as needed and stay responsive to changes.”

Navigating internal challenges in B2B digital transformation

LinkedIn marketing plays a vital role in the digitalisation of marketing and sales channels, acting as a significant platform for B2B engagement. However, marketers might encounter challenges in managing internal stakeholders while trying to overhaul and digitise these channels.

One of the key challenges is achieving alignment and buy-in from stakeholders from IT, leadership, and sales teams, said Mccombie. “Everyone has different priorities, and bridging the gap to establish joint objectives, agreement on allocation of resources such as additional training, new systems, and budgets, as well as buy-in to adopt new technologies is key.”

Given that people are used to traditional methods, it’s important to communicate clearly why the companies are making these changes, how they benefit everyone involved, and provide the right training needed to ensure they are adopted successfully, efficiently, and seamlessly, said Mccombie.

“Finally, demonstrating ROI is critical. We need those clear metrics to show the value of our digital initiatives and to maintain stakeholder support.”

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