LinkedIn Marketing Solutions

Overview for Agencies

Ryan WilsonB2B Agency Lead

LinkedIn

Kalsang TanzinSenior Account Manager

LinkedIn

* 2015 member number as of April 2015

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

32M

364M+

Professionals

join daily

NurtureDeliver helpful content at the right time, based

on who they are and what matters to them

MeasureTrack branding and direct response impact

with simple yet powerful analytics

5

More effective marketing to acquire customers, powered by LinkedIn data and technology

ReachReach the right people with accurate

targeting

It’s a challenging world

Before customers

reach out directly*

Pieces of content

are consumed before

a purchasing decision

is made **

Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

Increase targeted reach and quality conversions

7

The challenge:

Fill out a form*

Open emails**

Opportunities captured

*B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013

8

Imagine if the funnel worked like it should

Reach only the right people

Deliver highly relevant

and helpful content

Tailor your message based on

where they are in the decision process

9

Drive more effective marketing

Increase awareness

Build brand

Shape perception

Increase awareness

Build brand

Shape perception

Increase awareness

Build brand

Shape perception

10

Drive more effective marketing

Improve lead quality

Increase conversion

Drive pipeline and revenue

LinkedIn Marketing SolutionsRecommended Product Portfolio

11

Connections

Company Industry

Size

Name

GenderEducation

Geo

Groups

Standardized

job titles

SeniorityFunction

Occupation

Shares content daily on LinkedIn

Member of groups about

entrepreneurship and business

500+ connections

Small business owner

John Smith

14

The only full-funnel professional platform

Onsite Display

Network Display

Sponsored Updates

Sponsored InMail

Lead Accelerator

Full-funnel analytics

& reporting

products that impact

every stage of your

funnel and get results

• Target LinkedIn members with accuracy to drive brand objectives

• Engage your audience in a high quality professional context

• Deploy a variety of formats from IAB standard formats to highly engaging native ads

1. Display media (300x250 & 160x600)

2. Text Links (1x1)

3. Spotlight Ads & Follow Company Ads

Reach and engage more than 330M+ professionals

LinkedIn Onsite Display

• Target professionals with accuracy and scale across the web leveraging LinkedIn data augmented with Bizo

• Reach your audience with frequency to increase awareness and engagement

• Engage prospects on LinkedIn, business publisher sites, and beyond

• Measure the impact of your programs with full funnel analytics

• IAB standard Units and rich media (300x600, 160x600 & 728x90)

Reach the right professionals wherever they travel

LinkedIn Network Display

REACH PROSPECTS WHEREVER THEY TRAVEL ONLINE WITH LINKEDIN DATA

LEARNMORE

LEARNMORE

Deliver rich content in the LinkedIn feed across all devices

LinkedIn Sponsored Updates

• Get your company’s updates to more people and attract new followers

• Reach just the right audience with comprehensive targeting options

• Choose to invest on a CPC or CPM basis

• Use Direct Sponsored Content to easily personalize and test your content ads

• Improve performance with real time analytics

Drive more leads and get the attention of your highest-value audiences on LinkedIn with targeted messages delivered right to their inboxes

LinkedIn Sponsored InMail

• Reach active members with messages sent only when they are on LinkedIn

• Breakthrough the limits of traditional email marketing with 100% deliverability

• Keep your key target audiences engaged across desktop and mobile

• Drive conversions with the right content and personalized messages

DISPLAY AD

• Convert the 95% of anonymous web visitors who don’t provide an email addresses

• Engage the 80% of known prospects who don’t open your email

• Evaluate the impact of your nurture programs

• Retargeting solution with sequential messaging based on site engagement paths

Deliver more high quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content

LinkedIn Lead Accelerator

19.

1

9

John Smith

DISPLAY

AD #1

SU #1

#1

Marketing automation for display and social advertising

Example:

Serve only the most relevant content and ad creative to high-value segments and optimize as prospects engage

SBM owner

San Francisco

1 website visit this week

No downloads so far

22

Nurture more of your audience into named prospects

Message 1

Message 2

Message 3

DISPLAY SOCIAL

Message 1

Message 2

Message 3

Of purchases have higher

value from nurtured leads

Source: Lead Nurturing: The Secret to Successful Lead Generation, Aberdeen Group

23

Reach more of the right target wherever they are online

24

Acquired

customer

Drive them

to your site

2

Reach more of the right target 1

Display Advertising Sponsored UpdatesTarget

audience

Your

site

Website

visitor

AutofillYour

siteNamed

prospect

Nurture more

of them into

named prospects

3

Nurture more

named prospects

to acquired

customers

4

Display Advertising Sponsored UpdatesSponsored InMailsLead Accelerator

Sponsored UpdatesSponsored InMailsLead Accelerator

25

Measure and optimize your reach and conversion

Optimization

Full-funnel analytics

Convert

# of targeted actions

Actions per visitor

Actions/impressions by targeted audience

Cost per action

Reach

Targeted reach and website traffic

New visitors introduced and new visitors lift

Cost per introduced visitor

Visits and pageviews per visitor

26

Reporting & Analytics

LinkedIn AdsSelf-serve solution

27

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LinkedIn Ads

• Connect with the world's largest audience of

active, influential professionals. Launch your

campaign in minutes.

• Find the exact audience you’re looking for:• By job title and function

• By industry and company size

• By seniority and age

• Set a budget that’s right for you.• Pay by clicks or impressions.

• Stop your ads at any time: no commitments.

Success Stories

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OpenDNS reached, nurtured, and converted IT decision

makers with LinkedIn Network Display and Lead

Accelerator.

• Drove more than 9,400 new website visits from IT pros

• Increased engagement: 140% increase in page views per

visitor; 64% increase in visits per visitor

• Generated 280+ new leads

Results:

Cetera used LinkedIn to increase brand awareness and

connect display and social advertising to its marketing

automation platform to communicate with known and

anonymous audiences and make the buyer’s journey more

personal.

• Over 900 new website visitors driven by LinkedIn

• 27% more pageviews

• Over 13% more visits per visitor on the website

• Nearly $1 million in new business

Results:

©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

Q&A