How Nextiva Grew Revenue Using Video Thought Leadership on LinkedIn

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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">  <h1 class="article-headline t-40" data-article-title="How Nextiva Grew Revenue Using Video Thought Leadership on LinkedIn">How Nextiva Grew Revenue Using Video Thought Leadership on LinkedIn</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/C4E03AQGJnliPLp8y4w/profile-displayphoto-shrink_100_100/profile-displayphoto-shrink_100_100/0/1517703039175?e=2147483647&v=beta&t=TeDYeJnpzxqL6ihWhcBihcEke9ToQM_38jlRG_U0Cxg 100w,https://media.licdn.com/dms/image/v2/C4E03AQGJnliPLp8y4w/profile-displayphoto-shrink_200_200/profile-displayphoto-shrink_200_200/0/1517703038096?e=2147483647&v=beta&t=frmKd9TFBabcLCAJAw9yDPskCtJ0_bMtbCPuuj9qbYE 200w,https://media.licdn.com/dms/image/v2/C4E03AQGJnliPLp8y4w/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1517703038419?e=2147483647&v=beta&t=MVTd1pgRrzPA7T3R3vWJZKc59amXOXDXz8EfixsCoRQ 400w,https://media.licdn.com/dms/image/v2/C4E03AQGJnliPLp8y4w/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1517703038402?e=2147483647&v=beta&t=cYkHg-xcb1_zRBUNAK5ehFgvh1V3uhuLFwxzQgdbuHQ 416w," sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" src="https://media.licdn.com/dms/image/v2/C4E03AQGJnliPLp8y4w/profile-displayphoto-shrink_800_800/profile-displayphoto-shrink_800_800/0/1517703038402?e=2147483647&v=beta&t=cYkHg-xcb1_zRBUNAK5ehFgvh1V3uhuLFwxzQgdbuHQ" alt="Scott Munekawa"> <div class="author-profile__author-text-container"> <a href="https://www.linkedin.com/in/scottmunekawa" target="_blank" class="t-14 t-bold"><span class="screen-reader">Authored by</span>Scott Munekawa</a> <p class="t-14">LinkedIn | Xoogler | Client Relationship Manager | Data Analytics & Measurement Advisor | Wayne State University Professor | Michigan Ross MBA | Board Member</p> <p class="t-14 t-black--light" data-published-date="2024-11-20"> November 20, 2024 </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-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQF3uwElPtI1bw/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731122326756?e=2147483647&v=beta&t=9ZJKz-Rq5wF5piI4_aHygfYSP_MpiKZf61WsDO1KVd4" alt="Woman recording a video at home">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p><strong>Why thought leadership matters</strong><br> </p><p>By now, you’ve likely heard all about the new B2B buying committee. Rather than courting one person, marketers are now engaging and attracting 5-10 individuals. But the reality is many of the foundational aspects of the buying process haven’t changed. Buyers are still looking for the newest and most innovative ways to run their business more efficiently, and they are still collecting information on products that can help them do so. What has changed is the way B2B buyers predominantly self-educate, consuming 7-10 pieces of content from your brand until they’re ready to make a purchase decision.<br> </p><p>The low percentage of B2B customers in the market is well documented. The “<a rel="" href="https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/95-5-rule" target="_self">95/5 rule</a>” reminds us that 95% of B2B audiences aren’t actively in-market. The takeaways are two-fold: 1) the best marketers influence the 5% in the market at exactly the right time with the right message, and 2) brand building becomes even more crucial to influence the 95% not immediately in the market.<br> </p><p>While the entire buying journey is important, B2B brands simply can’t afford to overlook the first step that includes relationship building, influence and education.Even though your future customer might not be in-market today, a video from a credible thought leader is more memorable than a static ad stating your company’s value props. In fact, <a rel="" href="https://www.edelman.com/expertise/Business-Marketing/2024-b2b-thought-leadership-report" target="_self">more than 75% of C-suite executives say that a piece of thought leadership had led them to research a product or service they were not previously considering. </a><br> </p><p>Even more affirming is <a rel="" href="https://www.edelman.com/expertise/Business-Marketing/2024-b2b-thought-leadership-report" target="_self">the Edelman 2024 B2B Thought Leadership Impact Report</a>, which surveyed 3,500 professionals and found that 90% of decision makers are more receptive to sales or marketing outreach from a company that produces high-quality thought leadership:<br> </p><a rel="" href="https://microsoft.sharepoint.com/:p:/r/teams/LMSNarrativesContent/_layouts/15/Doc.aspx?sourcedoc=%7B1F78FFC2-E426-44BF-BFC8-C43D9B51AB27%7D&file=2024%20Edelman-LinkedIn%20B2B%20Thought%20Leadership%20Impact%20Report.pptx&action=edit&mobileredirect=true" target="_self"></a><p></p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQEBg3tH7yr9Ig/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731123188111?e=2147483647&v=beta&t=CTV6c383RCsoCoEa5AOVLBDtZis05o6SMMPAcM3Xhq0" alt="9 in 10 decision makers say they and more likely to be receptive to sales and marketing outreach from a company that produces high-quality thought leadership">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>Effective thought leadership can help sway some of the 95% of decision-makers sitting on the sidelines to reconsider your brand. </p><p><strong>Nextiva’s goal to build pipeline from thought leadership content</strong><br> </p><p>When AI-powered unified customer experience management platform <a rel="" href="https://www.linkedin.com/company/nextiva" target="_self">Nextiva</a> acquired the <a rel="" href="https://www.nextiva.com/solutions/enterprise-contact-center" target="_self">contact center platform</a> <em>Thrio</em>, it unlocked an opportunity to re-introduce itself to new and existing audiences. The company turned to LinkedIn to distribute helpful, opinionated content to get in front of qualified audiences. <br> </p><p>Following this acquisition, highlighting Thrio’s leadership, many well-respected AI thought leaders were a top priority. One of those experts is Namir Yedid, <a rel="" href="https://www.linkedin.com/in/namiryedid/" target="_self">Sr. Director of Corporate Strategy</a> at Nextiva, who frequently shares his unique insights on trending topics in the industry, including helpful advice for applying the latest technological advances to address challenges and opportunities.<br> </p><p>Nextiva spliced his <a rel="" href="https://www.nextiva.com/podcast?wchannelid=71i8h4kqi2&wmediaid=40wfawif1i" target="_self">long-form podcast interview</a> into shorter, bite-sized videos delivered to a key audience using <a rel="" href="https://business.linkedin.com/marketing-solutions/native-advertising/thought-leader-ads" target="_self">LinkedIn's Thought Leader Ads</a>. LinkedIn Thought Leader ads are designed to build brand equity by sponsoring your thought leaders’ posts. These ads enabled Nextiva to reach the right audience with the right message, ensuring the ad will resonate and be well received. </p><p>Here’s an example of one Thought Leader Ad in which Yedid discussed how the <a rel="" href="https://www.linkedin.com/feed/update/urn:li:ugcPost:7205972105320914944/?actorCompanyId=459293" target="_self">beginnings of AI</a> helped lead to advancements in the contact center industry.<br> </p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQENqYnqJ07bKA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731122090183?e=2147483647&v=beta&t=8usxdfWuDzQ2vLNULDctqG7GRap52DO7ne7JDnmVH28" alt="Nextiva Video Example">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>In another video, he challenges the myth that AI is <a rel="" href="https://www.linkedin.com/feed/update/urn:li:ugcPost:7210067702307049473/?actorCompanyId=459293" target="_self">replacing jobs</a>.<br> </p><p></p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQEMSdF98L4Z3A/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731122131112?e=2147483647&v=beta&t=TCp40heSy07WHbe8uKvyPi9n_7lMadR3xgNK__DwcqM" alt="Nextiva Video Example">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p><strong>Nextiva’s Success Story</strong><br> </p><p>The use of paid video distribution on LinkedIn enabled Nextiva to:</p><ul><li>Grow the audience with a higher level of engagement and affinity toward the brand</li><li>Make Nextiva known as the trusted contact center solution to consider</li><li>Engage qualified customer service and IT decision-makers earlier in the buyer’s journey</li><li>Measure the influence of video ads to pipeline and revenue generation</li></ul><p>LinkedIn’s Video Thought Leader Ads were the perfect avenue to tell a more compelling story of Nextiva's excellence in the <a rel="" href="https://www.nextiva.com/blog/customer-experience-management.html" target="_self">customer experience management</a> industry. Educating the future customer was seen as an investment for future pipeline. According to Mo Fawzy, <a rel="" href="https://www.linkedin.com/in/mofawzyottawa/" target="_self">Director of Paid Media</a> at Nextiva:</p><blockquote><em>"Investing in brand marketing for Nextiva is crucial because it introduces our Individual Customer Profile to our brand and allows them to categorize our brand and logo. It also builds trust and credibility, differentiates Nextiva in what is very clearly a crowded market, and fosters long-term relationships with prospects. Strengthening Nextiva’s brand means reducing price sensitivity, primes our market prior to sales outreach and ultimately influences buyer decisions very early in the process."</em></blockquote><p><br> By choosing to engage with users who are not necessarily in-market and educating them via Thought Leadership video, Nextiva saw pipeline success built over time. The results were tremendous, with a return on ad spend <strong>(ROAS) for Influenced Revenue at 56x on all video campaigns over the last year. </strong></p><p>Influenced revenue accounts for notable marketing engagement, such as viewing an ad, even if it wasn’t the last or first touch for the conversion. This novel approach to building pipeline resulted in such strong success because of how users engage with thought leadership content on LinkedIn. <br> </p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQGQSvPIGUZp4A/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731122163152?e=2147483647&v=beta&t=aPlAMl6hZqklZQH6goqqem2NWrQf8uAfTg3BhK4J26w" alt="Nextiva Campaign Manager Graph"> <figcaption class="t-16 t-black--light standalone-image-component__caption">In a matter of months, Nextiva grew its sales pipeline influenced by 5600% using Thought Leadership video ads on LinkedIn.</figcaption> </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>One helpful tool in Nextiva’s playbook is the <a rel="" href="https://www.linkedin.com/business/marketing/blog/measurement/mastering-linkedins-attribution-report-to-prove-the-value-of-your-marketing" target="_blank">LinkedIn Revenue Attribution Report,</a> which connects your CRM with your ad campaigns to truly understand the influence and impact well beyond form conversions. </p><p>For instance, when someone searches for the brand days later on a different channel, the influence stemming from the ad campaign is measured accurately. For Nextiva, this attribution report underscored how the campaign reached its target audience at a peak frequency in a cost-effective manner.</p><p>Thought leadership is a must have, not nice to have to employ a strong full funnel B2B marketing strategy. Over time, this approach enhances brand equity and drives successful sales pipelines. By strategically showcasing your company’s leaders on platforms such as LinkedIn, businesses can reach decision-makers at opportune moments, fostering engagement and building enduring relationships. Nextiva's impressive results, marked by a significant boost in pipeline influenced by Thought LeaderAds, underscore the substantial return on investment possible with this strategy. To fully leverage innovative marketing strategies and elevate your brand in a competitive market, <a rel="" href="https://business.linkedin.com/marketing-solutions/native-advertising/thought-leader-ads" target="_self">consider exploring LinkedIn Thought Leader Ads today.</a></p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <a class="standalone-image-component__link" href="https://www.linkedin.com/campaignmanager?trk=lms-blog-banner-reach&src=bl-po" target="_blank"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQEKXeK8nb8-bQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1719358785466?e=2147483647&v=beta&t=tVHXfkjlrtSR8L_YrOLGyyymdgwTDZ5KbZC2T9YYTQE" alt="Reach professional audiences on LinkedIn - Create ad">  </figure> </a> </div> </div> <div id class="component component-banner" data-component-type="banner"> <div class="banner banner--v3 banner--full-width banner--light-background banner--center banner-height-desktop--default banner-height-tablet--default banner-height-mobile--default" data-banner> <div class="banner__image-container banner__image-container--background-amber-30" aria-hidden="true"> <img class="banner__image image-pin--middle-center">  </div> <div class="banner__headline-container"> <div class="banner__position"> <p class="banner__headline t-32"> Get the latest on B2B marketing right in your inbox </p>  <p class="banner__subheadline t-18"> </p>  <div class="banner__button-container">  <a class="banner__button button__mainButton button__primary" href="https://forms.feedblitz.com/ea4?src=topnavbutton" target="_self"> Subscribe </a> </div> </div> </div> </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/linkedin-ads"> LinkedIn Ads </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/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. 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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" 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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 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