How Pacific Life used LinkedIn to drive sales
Jake Richardson
While marketers have, to date, mainly viewed social media as a way to interact with customers and build their brands, there is an increasing opportunity to use this channel to drive both leads and sales.
And Robert Knop, Assistant Vice President of Integrated Marketing at Pacific Life, reported that this theory is already working in practice for the insurance provider, where sales teams and marketers are working together to deliver "social selling" on LinkedIn, the business-orientated social network.
More specifically, Knop told delegates at the Digital Marketing for Financial...