Always-On Marketing: What It Is and How to Do It, featuring Matt Heinz

<!DOCTYPE html> <html lang="en"> <head> <meta name="pageKey" content="d_lithograph_content">  <meta name="locale" content="en_US"> <meta id="config" data-app-id="lithograph" data-app-version="0.0.1084" data-call-tree-id="AAYn2oEjD8vrqe+yIgitUA==" data-multiproduct-name="lithograph-publish-frontend" data-service-name="lithograph-publish-frontend" data-browser-id="394ecdd5-4e82-4d68-8db8-0c0961e947da" data-page-instance="urn:li:page:d_lithograph_content;f6XQzCU/SMmtB8g2HC17gQ==" data-disable-jsbeacon-pagekey-suffix="false"> <link rel="canonical" href="https://www.linkedin.com/business/marketing/blog/content-marketing/always-on-marketing-what-it-is-and-how-to-do-it-featuring-matt-heinz">     <link rel="manifest" href="/homepage-guest/manifest.json" crossorigin="use-credentials"> <link rel="icon" href="https://static.licdn.com/aero-v1/sc/h/al2o9zrvru7aqj8e1x2rzsrca"> <script> function getDfd() {let yFn,nFn;const p=new Promise(function(y, n){yFn=y;nFn=n;});p.resolve=yFn;p.reject=nFn;return p;} window.lazyloader = getDfd(); window.tracking = getDfd(); window.impressionTracking = getDfd(); window.ingraphTracking = getDfd(); window.appDetection = getDfd(); window.pemTracking = getDfd(); </script>  <meta name="viewport" content="width=device-width, initial-scale=1.0"> <title>Always-On Marketing: What It Is and How to Do It, featuring Matt Heinz</title> <meta name="description" content="Learn how to create an always-on marketing environment with this advice from expert marketer Matt Heinz."> <meta property="og:type" content="website"> <meta property="og:title" content="Always-On Marketing: What It Is and How to Do It, featuring Matt Heinz"> <meta property="og:description" content="Learn how to create an always-on marketing environment with this advice from expert marketer Matt Heinz."> <meta property="og:url" content="https://www.linkedin.com/business/marketing/blog/content-marketing/always-on-marketing-what-it-is-and-how-to-do-it-featuring-matt-heinz"> <meta property="og:image" content="https://media.licdn.com/dms/image/v2/D4D08AQFdndvSMi25vw/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1632508267763?e=2147483647&v=beta&t=Lf62DFspexLqwl-psP3kVBE79zm_0fTmrDGhmM8BSZI"> <meta name="twitter:title" content="Always-On Marketing: What It Is and How to Do It, featuring Matt Heinz"> <meta name="twitter:site" content="linkedinmktg">  <meta name="twitter:description" content="Learn how to create an always-on marketing environment with this advice from expert marketer Matt Heinz."> <meta name="robots" content="noarchive"> <meta name="linkedin:pageTag" content="/business/marketing/blog/content-marketing/always-on-marketing-what-it-is-and-how-to-do-it-featuring-matt-heinz"> <meta name="litmsProfileName" content="lithograph">  <meta http-equiv="X-UA-Compatible" content="IE=edge"> <meta name="asset-url" id="artdeco/static/images/icons.svg" content="https://static.licdn.com/aero-v1/sc/h/6sz1e821vgereyxaakx87tt4z "> <link rel="stylesheet" href="https://static.licdn.com/aero-v1/sc/h/crjcj3vgj0tgpae2eu4u9y7eb">   </head> <body dir="ltr">  <a href="#lithograph-app" class="skip-link btn-md btn-primary absolute z-11 -top-[100vh] focus:top-0"> Skip to main content </a>  <div class="page-header__wrapper page-header__wrapper--margin" data-custom-nav-wrapper="true"> <div class="page-header__container"> <header id="page-header" class="page-header page-header--hide-dropshadow"> <div class="page-header__content-container"> <div class="header__logo"> <a href="https://www.linkedin.com/business/marketing/blog" class="custom-nav__logo-link"> <img class="header__linkedin-logo header__full-logo" src="https://static.licdn.com/aero-v1/sc/h/6zm111mce7vohqze950ilreo4" alt="LinkedIn Logo"> <img class="header__linkedin-logo header__in-bug" src="https://static.licdn.com/aero-v1/sc/h/5g0hjlcng3j5pgn50n2et1ca2" alt="LinkedIn Logo"> <span class="t-17 t-black t-bold default-header-title"> for Marketing Blog </span> </a> </div>  <a class="artdeco-button artdeco-button--secondary artdeco-button--muted custom-nav__button" href="https://forms.feedblitz.com/ea4?src=topnavbutton" target="_blank"> Subscribe to blog </a> <button class="stripped header__expand-nav-button" data-mobile-header-navigation-button data-header-expand-navigation-button aria-expanded="false"> <li-icon class="header__expand-nav-icon" a11y-text="Open navigation" type="hamburger-icon"></li-icon> </button> <button class="stripped header__expand-nav-button hidden" data-mobile-header-navigation-button data-header-collapse-navigation-button aria-expanded="false"> <li-icon class="header__expand-nav-icon" a11y-text="Close navigation" type="cancel-icon"></li-icon> </button> </div> </header> </div> <nav class="header-nav fixed" aria-label="main" data-header-navigation> <ul class="header-nav__list"> <li> <div class="artdeco-dropdown"> <div class="artdeco-dropdown__trigger"> <a href="https://www.linkedin.com/business/marketing/blog/topics" class="t-sans t-black--light t-semibold header-nav__toplink" target="_self"> Topics </a> <button class="header-navigation__button" aria-label="Expand to show more links for Topics" aria-expanded="false" data-trigger-dropdown-menu type="button"> <li-icon size="small" type="caret-filled-down-icon"></li-icon> </button> <div class="artdeco-dropdown__content header-nav__dropdown-offset"> <ul> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/brand" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">Brand building</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/customer-stories" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">Customer stories</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/diversity" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">Diversity</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/lead-generation" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">Lead generation</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/linkedin-ads" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">LinkedIn Ads</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/linkedin-pages" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">LinkedIn Pages</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/research-and-insights" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">Research and insights</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/skills" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">Skill building and careers</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/social-media-marketing" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">Social media marketing</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/trends-tips" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">Trends, tips, and best practices</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/business/marketing/blog/topics" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">All topics</a> </div> </li> </ul> </div> </div> </div> </li> <li> <div class="artdeco-dropdown"> <div class="artdeco-dropdown__trigger"> <a href="https://business.linkedin.com/marketing-solutions/ads?trk=lms-blog-header-advertise-on-linkedin" class="t-sans t-black--light t-semibold header-nav__toplink" target="_self"> Advertise on LinkedIn </a> <button class="header-navigation__button" aria-label="Expand to show more links for Advertise on LinkedIn" aria-expanded="false" data-trigger-dropdown-menu type="button"> <li-icon size="small" type="caret-filled-down-icon"></li-icon> </button> <div class="artdeco-dropdown__content header-nav__dropdown-offset"> <ul> <li> <div class="artdeco-dropdown__item"> <a href="https://business.linkedin.com/marketing-solutions/success?trk=lms-blog-header-resources" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">LinkedIn marketing basics</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://training.marketing.linkedin.com/?trk=lms-blog-header-labs" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">Get certified in LinkedIn ads</a> </div> </li> <li> <div class="artdeco-dropdown__item"> <a href="https://www.linkedin.com/ads/create/?trk=lms-blog-header-create-ad" class="t-14 t-sans t-black t-bold header-nav__link" target="_self">Create an ad</a> </div> </li> </ul> </div> </div> </div> </li> </ul> </nav> <nav class="custom-header__nav--mobile invisible" data-mobile-navigation="true" aria-label="main"> <ul class="custom-header__list--mobile"> <li class="custom-header__list-item--mobile" data-mobile-navigation-list-item="true"> <a href="https://www.linkedin.com/business/marketing/blog/topics" class="t-16 t-sans t-black t-semibold header-nav__toplink" target="_self"> Topics </a> <button class="header-navigation__button" aria-label="Expand to show more links for Topics" aria-expanded="false" data-mobile-dropdown-trigger type="button"> <li-icon size="small" type="chevron-down-icon"></li-icon> </button> <ul class="custom-header__dropdownlink-list--mobile hidden" data-dropdownlinks-list="true"> <li> <a href="https://www.linkedin.com/business/marketing/blog/brand" class="t-sans t-black t-normal header-nav__link" target="_self">Brand building</a> </li> <li> <a href="https://www.linkedin.com/business/marketing/blog/customer-stories" class="t-sans t-black t-normal header-nav__link" target="_self">Customer stories</a> </li> <li> <a href="https://www.linkedin.com/business/marketing/blog/diversity" class="t-sans t-black t-normal header-nav__link" target="_self">Diversity</a> </li> <li> <a href="https://www.linkedin.com/business/marketing/blog/lead-generation" class="t-sans t-black t-normal header-nav__link" target="_self">Lead generation</a> </li> <li> <a href="https://www.linkedin.com/business/marketing/blog/linkedin-ads" class="t-sans t-black t-normal header-nav__link" target="_self">LinkedIn Ads</a> </li> <li> <a href="https://www.linkedin.com/business/marketing/blog/linkedin-pages" class="t-sans t-black t-normal header-nav__link" target="_self">LinkedIn Pages</a> </li> <li> <a href="https://www.linkedin.com/business/marketing/blog/research-and-insights" class="t-sans t-black t-normal header-nav__link" target="_self">Research and insights</a> </li> <li> <a href="https://www.linkedin.com/business/marketing/blog/skills" class="t-sans t-black t-normal header-nav__link" target="_self">Skill building and careers</a> </li> <li> <a href="https://www.linkedin.com/business/marketing/blog/social-media-marketing" class="t-sans t-black t-normal header-nav__link" target="_self">Social media marketing</a> </li> <li> <a href="https://www.linkedin.com/business/marketing/blog/trends-tips" class="t-sans t-black t-normal header-nav__link" target="_self">Trends, tips, and best practices</a> </li> <li> <a href="https://www.linkedin.com/business/marketing/blog/topics" class="t-sans t-black t-normal header-nav__link" target="_self">All topics</a> </li> </ul> </li> <li class="custom-header__list-item--mobile" data-mobile-navigation-list-item="true"> <a href="https://business.linkedin.com/marketing-solutions/ads?trk=lms-blog-header-advertise-on-linkedin" class="t-16 t-sans t-black t-semibold header-nav__toplink" target="_self"> Advertise on LinkedIn </a> <button class="header-navigation__button" aria-label="Expand to show more links for Advertise on LinkedIn" aria-expanded="false" data-mobile-dropdown-trigger type="button"> <li-icon size="small" type="chevron-down-icon"></li-icon> </button> <ul class="custom-header__dropdownlink-list--mobile hidden" data-dropdownlinks-list="true"> <li> <a href="https://business.linkedin.com/marketing-solutions/success?trk=lms-blog-header-resources" class="t-sans t-black t-normal header-nav__link" target="_self">LinkedIn marketing basics</a> </li> <li> <a href="https://training.marketing.linkedin.com/?trk=lms-blog-header-labs" class="t-sans t-black t-normal header-nav__link" target="_self">Get certified in LinkedIn ads</a> </li> <li> <a href="https://www.linkedin.com/ads/create/?trk=lms-blog-header-create-ad" class="t-sans t-black t-normal header-nav__link" target="_self">Create an ad</a> </li> </ul> </li> </ul> <div class="custom-header__button-share-container--mobile"> <a class="medium-secondary-muted-button" href="https://forms.feedblitz.com/ea4?src=topnavbutton" target="_blank"> Subscribe to blog </a> </div> </nav> </div> <main role="main"> <div id="lithograph-app"> <section id="component-container" data-attach-collapse-behavior="true"> <div id class="component component-articleHeadline" data-component-type="articleHeadline"> <div class="article-headline-container"> <p class="article-headline__topic"> <a class="t-14" href="https://www.linkedin.com/business/marketing/blog/content-marketing">Content marketing</a> </p> <h1 class="article-headline t-40" data-article-title="Always-On Marketing: Matt Heinz Explains What It Is and How to Do It">Always-On Marketing: Matt Heinz Explains What It Is and How to Do It</h1> <div class="article-meta t-14 article-meta__hairline"> <div class="article-meta__byline-container"> <div class="author-profile__author-container"> <img class="author-profile__author-image" srcset="https://media.licdn.com/dms/image/v2/D5603AQEaViVi5DDJvQ/profile-displayphoto-shrink_100_100/profile-displayphoto-shrink_100_100/0/1701403661688?e=2147483647&v=beta&t=9XwbWuniVp8DPCjBGEzzBZF-56MglOUxcGDzXeht_kQ 100w,https://media.licdn.com/dms/image/v2/D5603AQEaViVi5DDJvQ/profile-displayphoto-shrink_200_200/profile-displayphoto-shrink_200_200/0/1701403661688?e=2147483647&v=beta&t=vI0Mt5afuIWkPpEMthSXoiLmfAyBgpX_Zoa-dqVU9Zw 200w,https://media.licdn.com/dms/image/v2/D5603AQEaViVi5DDJvQ/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1701403661688?e=2147483647&v=beta&t=Q4K0kjPXBTaoVAkGszcbov-FkFZtZiIggXTL-8FGHkc 400w,https://media.licdn.com/dms/image/v2/D5603AQEaViVi5DDJvQ/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1701403661688?e=2147483647&v=beta&t=LhiF2vgtCISwew-MTIleYaZv5UlU3rdL1MA3hufUbFg 800w," sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" src="https://media.licdn.com/dms/image/v2/D5603AQEaViVi5DDJvQ/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1701403661688?e=2147483647&v=beta&t=LhiF2vgtCISwew-MTIleYaZv5UlU3rdL1MA3hufUbFg" alt="Sean Callahan"> <div class="author-profile__author-text-container"> <a href="https://www.linkedin.com/in/seanfcallahan" target="_blank" class="t-14 t-bold"><span class="screen-reader">Authored by</span>Sean Callahan</a> <p class="t-14">Director-Content Marketing at Innovid</p> <p class="t-14 t-black--light" data-published-date="2017-2-13"> February 13, 2017 </p> </div> </div>  </div> <div class="social-share"> <ul class="social-share__list share-list" title="Share via" data-share-list> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_linkedin_share" data-share-type="linkedin" aria-label="Share on LinkedIn, New window will open"> <li-icon class="share-item__icon" type="linkedin-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_facebook_share" data-share-type="facebook" aria-label="Share on Facebook, New window will open"> <li-icon class="share-item__icon" type="facebook-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_twitter_share" data-share-type="twitter" aria-label="Share on Twitter, New window will open"> <li-icon class="share-item__icon" type="twitter-icon"></li-icon> </a> </li> </ul> </div> </div> </div> </div> <div id class="component component-banner" data-component-type="banner"> <div class="banner banner--v3 banner--article-width banner--light-background banner--undefined banner-height-desktop--350dp banner-height-tablet--400dp banner-height-mobile--200dp" data-banner> <div class="banner__image-container " aria-hidden="true"> <img class="banner__image image-pin--middle-center" alt srcset="https://media.licdn.com/dms/image/v2/D4D08AQF6Jx1iAaJp8w/croft-frontend-shrinkToFit480/croft-frontend-shrinkToFit480/0/1632508267938?e=2147483647&v=beta&t=MWJlJ_S_dAujdWE3knhHqQp3HH3C93Lk4MwtRtMcr9w 480w,https://media.licdn.com/dms/image/v2/D4D08AQF6Jx1iAaJp8w/croft-frontend-shrinkToFit767/croft-frontend-shrinkToFit767/0/1632508267938?e=2147483647&v=beta&t=SwEiBlwFrA0G-WbUy1E-ljtpis12cz0uJ6KYv5LBTUs 767w,https://media.licdn.com/dms/image/v2/D4D08AQF6Jx1iAaJp8w/croft-frontend-shrinkToFit1920/croft-frontend-shrinkToFit1920/0/1632508267938?e=2147483647&v=beta&t=PE-kxD5y4CrN-Lyp1KfLWEa_C2l_x3EKRi6fVbc7OgY 810w,https://media.licdn.com/dms/image/v2/D4D08AQF6Jx1iAaJp8w/croft-frontend-shrinkToFit600/croft-frontend-shrinkToFit600/0/1632508267938?e=2147483647&v=beta&t=Z9ViG-7yZkuu1lTI2aeZXfhS5Cc15s0penoFWFpM6Rg 600w,https://media.licdn.com/dms/image/v2/D4D08AQF6Jx1iAaJp8w/croft-frontend-shrinkToFit1200/croft-frontend-shrinkToFit1200/0/1632508267938?e=2147483647&v=beta&t=NVy69DGn2Rr9EGIUOVkoac7SG00008Ujz7tZ_TZQxwU 810w,https://media.licdn.com/dms/image/v2/D4D08AQF6Jx1iAaJp8w/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1632508267938?e=2147483647&v=beta&t=G0ZSONGTcWJYsweeUW5kJnQFwbSXyXglhPbvXMWqVEw 810w," sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" src="https://media.licdn.com/dms/image/v2/D4D08AQF6Jx1iAaJp8w/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1632508267938?e=2147483647&v=beta&t=G0ZSONGTcWJYsweeUW5kJnQFwbSXyXglhPbvXMWqVEw">  </div> <div class="banner__headline-container"> <div class="banner__position"> <p class="banner__headline t-64"> </p>  <p class="banner__subheadline t-20"> </p>  <div class="banner__button-container">  </div> </div> </div> </div> </div> <div id class="component component-migratedContent" data-component-type="migratedContent"> <div class="rich-text"> <p>Imagine pulling up Amazon.com and, instead of seeing a smorgasbord of goods to buy, there was just a note reading: “SORRY, WE’RE CLOSED. Hours of Operation, 9a-5p M-F.”</p> <p>It’s a laughable idea, right? How did we survive in an age where we couldn’t order anything from bath towels to construction equipment at any time?</p> <p>As consumers, we understand the advantages of an always-on world. As marketers, though, we’re still playing catch-up. Our buyers are looking for information 24/7. We need to be where they are, whenever they’re ready for us. In short, we need always-on marketing.</p> <p>Like content marketing or account-based marketing, the idea of always-on marketing has been around a while. But now it’s possible to do it more purposefully and strategically than ever before.</p> <p>As part of our <a href="https://business.linkedin.com/en-us/marketing-solutions/cx/16/10/crash-course-to-always-on-marketing?trk=bl-po-ContentMarketing-20170213-CCAlwaysOn_NAMER&utm_source=blog&utm_medium=post&utm_campaign=LMS_LIT_20161026_CCAlwaysOn_NAMER_Blog&cid=70132000001JNnaAAG" target="_blank" data-tracking-control-name="_anchor_link" rel="noopener nofollow">Sophisticated Marketer’s Crash Course in Always-On Marketing</a>, we interviewed some of the industry’s top marketers to see how they make always-on work for them. In the following Q&A, <a href="https://www.linkedin.com/in/mattheinz" target="_blank" data-tracking-control-name="_anchor_link" rel="noopener nofollow">Matt Heinz</a> (President of Heinz Marketing and renowned marketing speaker) shares his thoughts on the practice, and his tips for getting the best results.</p> <h2><b>Q&A With Heinz Marketing President Matt Heinz:</b></h2> <p><b>LinkedIn:</b> How do you define always-on marketing?</p> <p><b>Matt:</b> This is a world where buyers have more control and more power than they ever did. They are not going to be confined to the 45 minutes of the webinar you’re doing next Tuesday or the 15 minutes your sales team wants to have with them next week to talk about capabilities.</p> <p>Your prospects are working all hours, and they want to access information in real time. So, your ability to manage that relationship is far more difficult than it used to be, but if you take advantage of the combination of the right content in the right place with the right psychology, you can ensure that your prospects are researching as they’re learning.</p> <p><b>LinkedIn:</b> Always-on marketing has expanded from the website to search (you’d never turn either of those off). And now it’s expanded to include display, retargeting, and paid social advertising as components of always-on marketing. Have you expanded your definition of always-on and are you using these additional tactics as part of always-on programs that you’ve worked on?</p> <p><b>Matt:</b> Yeah, we certainly have and increasingly so. We’ve got a number of clients that are doing enterprise sales, and they’re doing account-based marketing. We’ve been very successful with using LinkedIn to get in front of the right people at the right time. We are very much engaged in trying to develop a set of targeted awareness with the right prospects, knowing that early stage engagement with prospect is critical.</p> <p>It’s now starting to build some awareness in connective tissue between our brand, our messages, and a story that might resonate internally for that prospect. So, you know, LinkedIn certainly makes that a lot easier with a pretty precise ability to get in front of the right prospect.</p> <p><b>LinkedIn: </b>Tell us a little more how you’re using LinkedIn for marketing.</p> <p><b>Matt:</b> We have many clients that are actively using LinkedIn Sales Navigator. I personally use it as a daily part of my process and can’t imagine doing sales without it right now. And we certainly are using the marketing solutions on LinkedIn as well.</p> <p>If you’re using LinkedIn and putting the right messages in front of the right people, then I honestly think it’s as close to on-to-one marketing as you can get. In many cases we have a very narrow, very precise idea of who we want to target, and we can get very precise with our messages.</p> <p>Sometimes it’s just getting reinforcement of a particular message or brand or vision or story line, so that (prospects) are more apt to engage in the sales conversation. I think sometimes in B2B marketing, we have lost the art of brand awareness. We’ve lost the idea and the prioritization of earning the attention not just now, but in the future.</p> <p><b>LinkedIn:</b> Is always-on a term that resonates with the marketers you’re working with these days?</p> <p><b>Matt:</b> We don’t often use always-on marketing as a term, although I like the concept. The way we think about it is just a buyer-centric approach to sales and marketing. We don’t control when we have access to the buyer; we don’t get to control when they have access to us. We need to be ready when they are ready, and ideally it’s not just when they want to learn about your product.</p> <p>Ideally, you’re creating constant value far earlier than the buying process when they’re simply researching and learning and educating themselves. You have to be ready not just on your own site and your own channels, but be available wherever they may be. It could be searching, it could be on a trade publication, it could be at an event. It’s all part of a buyer-centric, customer-centric marketing program. Clearly, you increase your ability to connect and convert by being always available and always-on.</p> <p><b>LinkedIn: </b>What’s working when it comes to being always-on?</p> <p><b>Matt:</b> I will say that the commonality is the increased efficiency at generating many opportunities at a lowering cost of new opportunities. In many cases, I am actually seeing my cost really go up. If I am being precise, if I am doing enterprise sales, if I am doing account based marketing, my cost per impression, my cost per lead may go up, but I really don’t care about cost per lead. I care about my pipeline contribution, I care about closed deals.</p> <p><i>For more expert advice, download <a href="https://business.linkedin.com/en-us/marketing-solutions/cx/16/10/crash-course-to-always-on-marketing?trk=bl-po-ContentMarketing-20170213-CCAlwaysOn_NAMER&utm_source=blog&utm_medium=post&utm_campaign=LMS_LIT_20161026_CCAlwaysOn_NAMER_Blog&cid=70132000001JNnaAAG" target="_blank" data-tracking-control-name="_anchor_link" rel="noopener nofollow">Sophisticated Marketer’s Crash Course in Always-On Marketing</a>.</i><a href="https://business.linkedin.com/en-us/marketing-solutions/cx/16/10/crash-course-to-always-on-marketing?trk=bl-po-ContentMarketing-20170213-CCAlwaysOn_NAMER&utm_source=blog&utm_medium=post&utm_campaign=LMS_LIT_20161026_CCAlwaysOn_NAMER_Blog&cid=70132000001JNnaAAG" data-tracking-control-name="_anchor_link" rel="noopener nofollow"></a></p> <p><a href="https://business.linkedin.com/en-us/marketing-solutions/cx/16/10/crash-course-to-always-on-marketing?trk=bl-ba-ContentMarketing-20170213-CCAlwaysOn_NAMER&utm_source=blog&utm_medium=bannert&utm_campaign=LMS_LIT_20161026_CCAlwaysOn_NAMER_Blog&cid=70132000001JNnaAAG" target="_blank" data-tracking-control-name="_anchor_link" rel="noopener nofollow"><img src="https://media.licdn.com/dms/image/v2/D4D08AQG_qRKss_ZRag/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1632508267546?e=2147483647&v=beta&t=lz6x0NUL5TE9TeNtyN6kca9GWH_20N7_WlxdPLyM5yY"></a></p> </div> </div> <div id class="component component-postList" data-component-type="postList"> <section id="postList0FocusPoint" class="component__content-container list-layout" data-post-list> <section class="simple-topic-list"> <p class="t-14 t-bold">Topics: <a class="simple-topic-list__topic" href="https://www.linkedin.com/business/marketing/blog/content-marketing"> Content marketing </a> </p> </section> <hr class="artdeco-divider"> <section class="list-layout__headline-container"> <p class="list-layout__headline t-32 t-sans">Related articles</p>  </section> <ul class="list-layout__posts"> <li class="post-list__item list-post"> <div class="list-post__content-container"> <p class="list-post__content-container__topic"> <a class="t-14 t-bold" href="https://www.linkedin.com/business/marketing/blog/research-and-insights"> Research and insights </a> </p> <div class="list-post__content-container__title"> <a class="list-post__link t-20 t-black" href="https://www.linkedin.com/business/marketing/blog/marketing-collective/effectively-leverage-influencers-in-b2b-marketing"> How to Effectively Leverage Influencers in B2B Marketing </a> </div> <div class="list-post__content-container__byline"> <p class="list-post__content-container__author t-14 t-bold t-black"> Yolanda Zaw </p> <p class="list-post__content-container__date t-14 t-black--light"> Nov 25, 2024 </p> </div> </div> <div class="list-post__image-container"> <figure class="post__image-figure"> <img class="post__image" alt="To better understand the potential of B2B influencer marketing, LinkedIn surveyed more than 1,700 tech buyers across the UK, US, and India to uncover the role influencers play i..." data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQHFiDCY0GdGTA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1732561140653?e=2147483647&v=beta&t=URmFeRN7IYIKR0-4l0w0DU0kqd_M0qJgQs5qlRfJTBM" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/8pouyb1ly746xtru0x7p2axm0" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 480px"> </figure> </div> </li> <li class="post-list__item list-post"> <div class="list-post__content-container"> <p class="list-post__content-container__topic"> <a class="t-14 t-bold" href="https://www.linkedin.com/business/marketing/blog/content-marketing"> Content marketing </a> </p> <div class="list-post__content-container__title"> <a class="list-post__link t-20 t-black" href="https://www.linkedin.com/business/marketing/blog/content-marketing/journalism-tips-to-build-credibilty-trust-in-b2b-content-marketing"> Taking a Journalist’s Approach to Storytelling Can Help B2B Ma... </a> </div> <div class="list-post__content-container__byline"> <p class="list-post__content-container__author t-14 t-bold t-black"> Tequia Burt </p> <p class="list-post__content-container__date t-14 t-black--light"> Nov 21, 2024 </p> </div> </div> <div class="list-post__image-container"> <figure class="post__image-figure"> <img class="post__image" alt="Here are four journalism principles you can adapt to elevate your marketing strategy. " data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQHEnMlvKn6enw/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1732202176461?e=2147483647&v=beta&t=oJu0uMB8-_a3wUe96LFetMFF5UnT0bu_CCotUT-lvJ4" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/8pouyb1ly746xtru0x7p2axm0" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 480px"> </figure> </div> </li> <li class="post-list__item list-post"> <div class="list-post__content-container"> <p class="list-post__content-container__topic"> <a class="t-14 t-bold" href="https://www.linkedin.com/business/marketing/blog/research-and-insights"> Research and insights </a> </p> <div class="list-post__content-container__title"> <a class="list-post__link t-20 t-black" href="https://www.linkedin.com/business/marketing/blog/marketing-collective/become-an-expert-in-linkedin-advertising-with-these-tips"> Become an Expert in LinkedIn Advertising with These 6.5 Creati... </a> </div> <div class="list-post__content-container__byline"> <p class="list-post__content-container__author t-14 t-bold t-black"> Wensy A. </p> <p class="list-post__content-container__date t-14 t-black--light"> Nov 18, 2024 </p> </div> </div> <div class="list-post__image-container"> <figure class="post__image-figure"> <img class="post__image" alt="The path from boring to brilliant is clear in B2B advertising is clear. After a year of analysing LinkedIn ad performance and testing it against prevailing wisdom, we've distill..." data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQF3suUWXC463A/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731966709330?e=2147483647&v=beta&t=vr03BRdgbr9-tQz54XkeV5dmtXzbnPciSaSVUuljvDA" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/8pouyb1ly746xtru0x7p2axm0" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 480px"> </figure> </div> </li> </ul>  </section> </div>  </section> </div> <script src="https://static.licdn.com/aero-v1/sc/h/8hfbuq1ftcvnnx4dd5067pi0t" async></script> <script src="https://static.licdn.com/aero-v1/sc/h/dev5px9xu71l67oqmrrbimi6b" async></script> <script src="https://static.licdn.com/aero-v1/sc/h/3e9epkft4bs8unu9ky8gss8ya" async></script> </main> <footer class="li-footer bg-transparent w-full "> <ul class="li-footer__list flex flex-wrap flex-row items-start justify-start w-full h-auto min-h-[50px] my-[0px] mx-auto py-3 px-2 papabear:w-[1128px] papabear:p-0"> <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <span class="sr-only">LinkedIn</span> <icon class="li-footer__copy-logo text-color-logo-brand-alt inline-block self-center h-[14px] w-[56px] mr-1" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/e12h2cd8ac580qen9qdd0qks8"></icon> <span class="li-footer__copy-text flex items-center">© 2024</span> </li> <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <a class="li-footer__item-link flex items-center font-sans text-xs font-bold text-color-text-low-emphasis hover:text-color-link-hover focus:text-color-link-focus" href="https://about.linkedin.com?trk=content_footer-about" data-tracking-control-name="content_footer-about" data-tracking-will-navigate> About </a> </li> <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <a class="li-footer__item-link flex items-center font-sans text-xs font-bold text-color-text-low-emphasis hover:text-color-link-hover focus:text-color-link-focus" href="https://www.linkedin.com/accessibility?trk=content_footer-accessibility" data-tracking-control-name="content_footer-accessibility" data-tracking-will-navigate> Accessibility </a> </li> <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <a class="li-footer__item-link flex items-center font-sans text-xs font-bold text-color-text-low-emphasis hover:text-color-link-hover focus:text-color-link-focus" href="https://www.linkedin.com/legal/user-agreement?trk=content_footer-user-agreement" data-tracking-control-name="content_footer-user-agreement" data-tracking-will-navigate> User Agreement </a> </li> <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <a class="li-footer__item-link flex items-center font-sans text-xs font-bold text-color-text-low-emphasis hover:text-color-link-hover focus:text-color-link-focus" href="https://www.linkedin.com/legal/privacy-policy?trk=content_footer-privacy-policy" data-tracking-control-name="content_footer-privacy-policy" data-tracking-will-navigate> Privacy Policy </a> </li>  <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <a class="li-footer__item-link flex items-center font-sans text-xs font-bold text-color-text-low-emphasis hover:text-color-link-hover focus:text-color-link-focus" href="https://www.linkedin.com/legal/cookie-policy?trk=content_footer-cookie-policy" data-tracking-control-name="content_footer-cookie-policy" data-tracking-will-navigate> Cookie Policy </a> </li> <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <a class="li-footer__item-link flex items-center font-sans text-xs font-bold text-color-text-low-emphasis hover:text-color-link-hover focus:text-color-link-focus" href="https://www.linkedin.com/legal/copyright-policy?trk=content_footer-copyright-policy" data-tracking-control-name="content_footer-copyright-policy" data-tracking-will-navigate> Copyright Policy </a> </li> <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <a class="li-footer__item-link flex items-center font-sans text-xs font-bold text-color-text-low-emphasis hover:text-color-link-hover focus:text-color-link-focus" href="https://brand.linkedin.com/policies?trk=content_footer-brand-policy" data-tracking-control-name="content_footer-brand-policy" data-tracking-will-navigate> Brand Policy </a> </li> <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <a class="li-footer__item-link flex items-center font-sans text-xs font-bold text-color-text-low-emphasis hover:text-color-link-hover focus:text-color-link-focus" href="https://www.linkedin.com/psettings/guest-controls?trk=content_footer-guest-controls" data-tracking-control-name="content_footer-guest-controls" data-tracking-will-navigate> Guest Controls </a> </li> <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <a class="li-footer__item-link flex items-center font-sans text-xs font-bold text-color-text-low-emphasis hover:text-color-link-hover focus:text-color-link-focus" href="https://www.linkedin.com/help/linkedin/answer/34593?trk=content_footer-community-guide" data-tracking-control-name="content_footer-community-guide" data-tracking-will-navigate> Community Guidelines </a> </li>  <li class="li-footer__item font-sans text-xs text-color-text-low-emphasis flex flex-shrink-0 justify-start p-1 relative w-50% papabear:justify-center papabear:w-auto"> <div class="collapsible-dropdown collapsible-dropdown--footer collapsible-dropdown--up flex items-center relative hyphens-auto language-selector z-2">  <ul class="collapsible-dropdown__list hidden container-raised absolute w-auto overflow-y-auto flex-col items-stretch z-1 bottom-[100%] top-auto" role="menu" tabindex="-1"> <li class="language-selector__item" role="presentation">  <button aria-label="العربية (Arabic)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ar_AE" data-locale="ar_AE" role="menuitem" lang="ar_AE"> العربية (Arabic) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="বাংলা (Bangla)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-bn_IN" data-locale="bn_IN" role="menuitem" lang="bn_IN"> বাংলা (Bangla) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Čeština (Czech)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-cs_CZ" data-locale="cs_CZ" role="menuitem" lang="cs_CZ"> Čeština (Czech) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Dansk (Danish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-da_DK" data-locale="da_DK" role="menuitem" lang="da_DK"> Dansk (Danish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Deutsch (German)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-de_DE" data-locale="de_DE" role="menuitem" lang="de_DE"> Deutsch (German) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Ελληνικά (Greek)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-el_GR" data-locale="el_GR" role="menuitem" lang="el_GR"> Ελληνικά (Greek) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="English (English) selected" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link--selected" data-tracking-control-name="language-selector-en_US" data-locale="en_US" role="menuitem" lang="en_US"> <strong>English (English)</strong> </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Español (Spanish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-es_ES" data-locale="es_ES" role="menuitem" lang="es_ES"> Español (Spanish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="فارسی (Persian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-fa_IR" data-locale="fa_IR" role="menuitem" lang="fa_IR"> فارسی (Persian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Suomi (Finnish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-fi_FI" data-locale="fi_FI" role="menuitem" lang="fi_FI"> Suomi (Finnish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Français (French)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-fr_FR" data-locale="fr_FR" role="menuitem" lang="fr_FR"> Français (French) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="हिंदी (Hindi)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-hi_IN" data-locale="hi_IN" role="menuitem" lang="hi_IN"> हिंदी (Hindi) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Magyar (Hungarian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-hu_HU" data-locale="hu_HU" role="menuitem" lang="hu_HU"> Magyar (Hungarian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Bahasa Indonesia (Indonesian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-in_ID" data-locale="in_ID" role="menuitem" lang="in_ID"> Bahasa Indonesia (Indonesian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Italiano (Italian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-it_IT" data-locale="it_IT" role="menuitem" lang="it_IT"> Italiano (Italian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="עברית (Hebrew)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-iw_IL" data-locale="iw_IL" role="menuitem" lang="iw_IL"> עברית (Hebrew) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="日本語 (Japanese)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ja_JP" data-locale="ja_JP" role="menuitem" lang="ja_JP"> 日本語 (Japanese) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="한국어 (Korean)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ko_KR" data-locale="ko_KR" role="menuitem" lang="ko_KR"> 한국어 (Korean) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="मराठी (Marathi)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-mr_IN" data-locale="mr_IN" role="menuitem" lang="mr_IN"> मराठी (Marathi) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Bahasa Malaysia (Malay)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ms_MY" data-locale="ms_MY" role="menuitem" lang="ms_MY"> Bahasa Malaysia (Malay) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Nederlands (Dutch)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-nl_NL" data-locale="nl_NL" role="menuitem" lang="nl_NL"> Nederlands (Dutch) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Norsk (Norwegian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-no_NO" data-locale="no_NO" role="menuitem" lang="no_NO"> Norsk (Norwegian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="ਪੰਜਾਬੀ (Punjabi)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pa_IN" data-locale="pa_IN" role="menuitem" lang="pa_IN"> ਪੰਜਾਬੀ (Punjabi) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Polski (Polish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pl_PL" data-locale="pl_PL" role="menuitem" lang="pl_PL"> Polski (Polish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Português (Portuguese)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pt_BR" data-locale="pt_BR" role="menuitem" lang="pt_BR"> Português (Portuguese) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Română (Romanian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ro_RO" data-locale="ro_RO" role="menuitem" lang="ro_RO"> Română (Romanian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Русский (Russian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ru_RU" data-locale="ru_RU" role="menuitem" lang="ru_RU"> Русский (Russian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Svenska (Swedish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-sv_SE" data-locale="sv_SE" role="menuitem" lang="sv_SE"> Svenska (Swedish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="తెలుగు (Telugu)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-te_IN" data-locale="te_IN" role="menuitem" lang="te_IN"> తెలుగు (Telugu) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="ภาษาไทย (Thai)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-th_TH" data-locale="th_TH" role="menuitem" lang="th_TH"> ภาษาไทย (Thai) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Tagalog (Tagalog)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-tl_PH" data-locale="tl_PH" role="menuitem" lang="tl_PH"> Tagalog (Tagalog) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Türkçe (Turkish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-tr_TR" data-locale="tr_TR" role="menuitem" lang="tr_TR"> Türkçe (Turkish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Українська (Ukrainian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-uk_UA" data-locale="uk_UA" role="menuitem" lang="uk_UA"> Українська (Ukrainian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Tiếng Việt (Vietnamese)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-vi_VN" data-locale="vi_VN" role="menuitem" lang="vi_VN"> Tiếng Việt (Vietnamese) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="简体中文 (Chinese (Simplified))" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-zh_CN" data-locale="zh_CN" role="menuitem" lang="zh_CN"> 简体中文 (Chinese (Simplified)) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="正體中文 (Chinese (Traditional))" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-zh_TW" data-locale="zh_TW" role="menuitem" lang="zh_TW"> 正體中文 (Chinese (Traditional)) </button> </li>  </ul> <button class="language-selector__button select-none relative pr-2 font-sans text-xs font-bold text-color-text-low-emphasis hover:text-color-link-hover hover:cursor-pointer focus:text-color-link-focus focus:outline-dotted focus:outline-1" aria-expanded="false" data-tracking-control-name="footer-lang-dropdown_trigger"> <span class="language-selector__label-text mr-0.5 break-words"> Language </span> <icon class="language-selector__label-chevron w-2 h-2 absolute top-0 right-0" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/cyolgscd0imw2ldqppkrb84vo"></icon> </button> </div> </li> </ul>  </footer> <script src="https://static.licdn.com/aero-v1/sc/h/eh08muqvrde4h3hc6koyij5ti" async></script>  </body> </html>

CINXE.COM

Always-On Marketing: What It Is and How to Do It, featuring Matt Heinz