Why B2B marketing does not have to mean LinkedIn

Most B2B marketers assume LinkedIn is the default channel because it is the business social network. Gerard argues that assumption breaks down for most businesses. The people on LinkedIn are usually there with an agenda: business development, recruitment, or looking for work. In plenty of industries, including the police force, government, universities and research, careers are not built by posting on LinkedIn. Those people sit on Facebook, Instagram and TikTok instead. Context mattered when marketers had no other way to target. If you wanted NRL fans, you advertised during the game. Now you can find NRL fans on Instagram directly. B2B audiences are usually a subset of a subset, with a need at a specific moment, so the luxury of finding them all in one place does not exist. LinkedIn also costs around ten times more to reach the same person as Meta, because everyone is bidding for the same CFOs. Gerard's point: if you are a startup, be smarter than the default.