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When Paid Meets Organic: Your Complete Guide to Building a B2B LinkedIn Strategy [Webinar]

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Session time: 1 hour

Thursday, November 4 at 4 p.m. GMT 

With 760+ million professional users, it’s almost certain your audience exists on LinkedIn. And finding the right ways to connect with that target audience is key for B2B businesses. So, how do you determine which content types work best on this network? And how do paid and organic social efforts fit into your strategy?

In this webinar, Sprout’s own paid and organic dream team—Senior Manager of Social Media and Digital Marketing, Rachael Samuels, and Digital Marketing Lead, Maggie Anderson—join LinkedIn’s Agency & Channel Partner Education Consultant, Keith Bernard, to answer these questions and share examples of both companies and individuals they’ve seen achieve success on the social network..

Walk out of this webinar with a deep understanding of:

  • Finding and reaching your target audience
  • A/B testing and targeting capabilities
  • LinkedIn post performance and native reporting


Cat Anderson

International Head of Marketing Sprout Social

Cat is the Head of International Marketing at Sprout Social. She’s passionate about innovation and creating authentic experiences through digital marketing. Besides marketing, Cat enjoys live music in all its forms and training her terrier pup.

Keith Bernard

Agency & Channel Partner Education Consultant LinkedIn

Keith Bernard is an Agency & Channel Education Lead at LinkedIn, responsible for ensuring its customers and partners are knowledgeable about the wide array of LinkedIn Marketing Solutions products. He’s joined the company a little over four years ago, initially as a sales lead on its former Programmatic team. Keith has dedicated most of his career to the digital marketing ecosystem.

Maggie Anderson

Digital Marketing Lead Sprout Social

Maggie Anderson is a Digital Marketing Lead that oversees all paid media at Sprout Social. Maggie has been in the paid media world for 7 years and has been a part of every aspect of strategizing, executing, optimizing and reporting out on various paid media initiatives. When she isn’t working on the next paid media strategy, she is enjoying time cooking, baking and planning her family’s next vacation!

Rachael Samuels

Manager, Social Media Sprout Social

Rachael is the Manager of Social Media at Sprout Social and was a mega Sprout fan and user prior to joining the team. Her main focus is to strategize and maintain our own social presence. Outside of work, Rachael is an avid squirrel enthusiast and massive meme-aholic! @RachaelSamuels