Joe: You look after different regions and sub-regions in Asia. How do you prioritize them? What is your focus go and how do you determine that?
Assaf: I’s one that involves collaboration with a bunch of smart people around the business looking at a number of different factors:
- Our ability to sell in different markets
- How we develop strategies based on what’s going on in certain markets
I’m lucky to have several really exciting markets.
My main ones are Singapore, Japan, and Korea.
They are exciting for different reasons and they have different opportunities for different reasons.
Singapore is a very small country but it’s a regional hub and a lot of global multinationals base their Asian headquarters here.
Because of that, I deal with a lot of companies that use LinkedIn and other platforms to communicate or sell around the region.
Japan and Korea are much larger countries but LinkedIn is lesser-known there. Our membership base is smaller in those countries.
The opportunity is very big but in kind of a different way.
We help companies in Japan and Korea typically address audiences outside of their country.
Typically, they’re doing branding initiatives upper funnel initiatives in the US or Europe where we do have very large audiences.
But because LinkedIn is lesser known in those markets, we tend to do we have to do a lot more education and awareness building around the benefits of LinkedIn and why it is such a powerful publishing platform.
Joe: I’d love to hear your thoughts on the difference between the types of education, the awareness being a little bit stronger in Singapore versus Japan and Korea where you have a gap. How does the education piece kind of differ between those two regions?
Assaf: In Singapore, in markets where there’s greater awareness and our clientele are more used to our platform, it’s really about how do we help you achieve your goals.
We can go much deeper into sophisticated strategies: insights-driven strategies and data-driven strategies to work on helping companies build their business.
When we when we talk to our clients in Japan and Korea, the objectives are largely the same.
It just takes us longer sometimes to get to that level of sophistication because we first talk about the member benefits of LinkedIn.
Before trying to sell a marketer a campaign and talk to them about why we’re such a powerful publishing platform, I talk about the member benefits.
I talk about how any individual who’s on the platform uses it and benefits from it and leverages it to be more productive and successful in their professional life.
It is really aligned to our mission.
In Japan and Korea, we’re just a little bit at an earlier stage.
You’ll find fewer people in those markets who are familiar with LinkedIn and hence using it in a way that is that is really beneficial to them as members.
And so it takes a little bit longer to bring them in that into that journey of benefiting from it as a professional and as an individual.
We also show them the ways that they can benefit from it in their marketing endeavours and in communicating their value prop to customers around the world.
So it just takes longer and we’re further along in in Singapore because of the market dynamics.
Want to learn more on creating a sales strategy? Watch the full interview with Assaf Tarnopolsky.