“Leading is love”… LinkedIn Director Minhee Choi reveals the basics of targeting for B2B practitioners

Photo Caption_LinkedIn Director Minhee Choi presenting at B2B Roadmap 2025

At the 'B2B Roadmap 2025' held at Bottega Maggio La Foresta in Seoul Forest Station, LinkedIn Director Minhee Choi shared platform utilization strategies for B2B practitioners. Based on her experience with global brands, Director Choi emphasized the importance of 'trust-based targeting' in B2B marketing and sales and ways to implement it.

Director Choi began his presentation by saying, “LinkedIn is a space where brands have a ‘human face.’” He emphasized that, beyond simple content exposure, precise targeting and long-term relationship maintenance are the key to pipeline growth.

“A good lead doesn’t end with the first DM. Relationships develop through repeated attempts and building trust.”
He explained the sales approach to lead management by comparing it to a relationship. “Just as we don’t give up easily after being rejected once when we like someone, in B2B sales, we shouldn’t discard leads based on short-term reactions,” he said, adding that a long-term strategy is needed by segmenting the lead’s response stages.

In particular, LinkedIn’s targeting function is differentiated in that it can precisely target ‘actual decision-making lines within a company’ beyond simple interest-based targeting. Director Choi emphasized, “You can go beyond simple targeting and strategically target internal influencers who can actually influence purchases,” and emphasized that advanced conditions can be set, such as “a person at the level of a luxury industry purchasing department manager or higher has visited the website in the past 6 months.”

Director Choi also advised practitioners to “actively utilize the ‘employee strategy’ that shows the brand as a person.” He said that, like the case of LG Electronics President Cho Joo-wan, having employees deliver company news in their own voices has the effect of increasing trust. He added, “Trust in a brand ultimately starts with the ‘people’ within it.”

The event repeatedly emphasized the message of “real-world B2B strategy optimization” using LinkedIn. “80% of leads who don’t buy right away could be future customers. Relationships with targets require long-term building through organic collaboration between marketing and sales, not a one-time campaign,” was his core message.

Finally, he concluded his presentation by saying, “It’s okay if you don’t start LinkedIn now. But there are values you will never reach if you don’t start.”