Jason Miller, Senior Content Marketing Manager at LinkedIn - The B2B Marketing Leaders Podcast

The B2B Marketing Leaders Podcast

Jason Miller is the Senior Content Marketing Manager at LinkedIn
Jason Miller leads global content for LinkedIn marketing solutions and was previously a Senior Manager at Marketo. He's on every content marketing influencer list including Forbes, Online Marketing Institute, Onalytica and frequently keynotes at assorted conferences throughout the globe.

We talk with Jason about B2B content marketing predictions, the best examples of LinkedIn Company Pages for B2B brands and lots more.

Hear this Content Marketing Rockstar share valuable B2B content marketing insights and make sure to stay tuned through the end of the podcast for details on how to win a free copy of Jason's book: Welcome to the Funnel, the #1 Best Selling Content Marketing Book on Amazon.

The show sheet for today’s podcast is available at: http://www.triblio.com/blog/LinkedIn

Beginning of Transcript

Jason Miller: Sure Jeff. Thanks for the kinds words there. So my name is Jason Miller. I lead global content for LinkedIn marketing solutions and previously I was running global content and social at Marketo, where I kind of really got my chops up on content, social and learned a tremendous amount about the demand generation. Just full integrated marketing strategy and I was lucky enough to bring those fields over here to LinkedIn.

Jeff Zelaya: And looking forward at 2015, we’re getting the year started. It’s an exciting time. For content marketing, what are your predictions? What are you imagining is going to happen this year in our industry?

Jason Miller: That’s a really good question. I mean I think the biggest thing is I think that B to B marketers are going to start taking mobile very seriously, right? So this three-screen experience, at LinkedIn we call it “from coffee to couch” and what we see from our own data is we see three screens that are the mobile, the tablet, and the desktop. They kind of all kick off in the morning while the desktop stays – kind of peaks in the afternoon as it should. It’s where it works and then the tablet kind of spikes in the evening as you get home and you settle down in front of your television or whatever with your tablet.

But what remains constant is the mobile, the mobile device, right? Because we can’t put these things down. I think that – we’re checking our mobile device every six seconds now and I feel like B to B marketers may not have put a big focus on mobile and I think that’s – I think it’s going to be – there’s going to be a major shift in that, from a demand generation standpoint to content standpoint to – just B to B marketers actually taking their content and making sure that it has this cohesive experience for the user across all three of those screens.

I think that’s going to be really big and beyond that, I think just full funnel marketing, I think it’s something that I’ve always thought was going to really take off. I think that’s the year for the marketers to actually – to really take – to really grasp the concept of full funnel marketing and actually put a value on their marketing departments [0:02:57] [Inaudible] think it is.

But yeah, just marketers actually just refining their process around the funnel and actually tracking these campaigns to drive real pipeline and real revenue.

Jeff Zelaya: I agree. Mobile is huge, becoming such a big deal. Six seconds, wow! Checking your device every six seconds, that’s just – I’m trying to wrap my mind around that. That’s incredible and you’re right. I mean the funnel and paying more attention to that. I know your book does an amazing job of covering the funnel and how to really leverage that as a marketer. So I recommend you guys pick that up and read more about how to make sure you use that this upcoming year.

I know LinkedIn has been – 2014 was a huge year for LinkedIn. I mean just more growth, more product launches,