Live Webinar: LinkedIn Lead Accelerator Demo

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Transcript of Live Webinar: LinkedIn Lead Accelerator Demo

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Introducing: LinkedIn Lead Accelerator

Sudeep CherianGroup Manager, Product MarketingLinkedIn@sudeepekcherian

Pete SchottProduct Marketing, Lead Accelerator LinkedIn@slapschott

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• Got a question? Submit it in the Q&A box

• Join the conversation using #LeadAccelerator

• Follow us: Twitter: @LinkedInMktgLinkedIn: www.linkedin.com/company/linkedin-marketing-solutions

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Connect the world’s professionals to make them more productive

and successful

LinkedIn’s mission

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LinkedIn is the business dashboardfor the world’s professionals

Over400millionmembersinover200countriesandterritories.

StayConnected StayInformed GetHired

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Source: LinkedIn data;

MBA graduates

3MM+IT Decision Makers

4.1MM+C-level execs

6.8MM+Opinion Leaders

10.7MM+

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USA118M+

EMEA122M+

APAC73M+

LATAM53M+

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ProfessionalPublishingPlatform

Peers1MM+ posts/wk in Groups

130k/wk Member Posts

Thought Leaders500+ Influencers

News2MM+ Publishers

LinkedIn Pulse

Brands7MM+ Company Pages

Company Updates 18MM+ Slideshares

Elevate

Education270k+ Lynda videos

ProfessionalPublishingPlatform

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So, what does it mean for you?

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LinkedIn Marketing Solutions’ mission

Be the most effective platform for marketers to engage

with professionals

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10Piecesofcontent

areconsumedbeforeapurchasingdecision

ismadeSource:ZeroMomentofTruthStudy,Google

90%Beforecustomersreachoutdirectly

Source:Forrester,“AcceleratingRevenueinaChangedEconomy”

Influencing the buyer’s journey

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Relevant content is the answer.

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41%

of online ads reach the wrong audience*

60-70% Content goes unread**

5%

Fill out a form***

*Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decisions***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey.

The challenge remains: Reachtherightpeopleandconverthighqualityprospects

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Reach only the right people

Deliver highly relevant content in the right channel

Acquire new customers efficiently

Imagine if the funnel worked like it should

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Onsite Display

Network Display

Sponsored Updates

Sponsored InMail

Lead Accelerator

Full-funnel analytics & reporting

products that impactevery stage of your funnel and get results

The only full-funnel professional platform

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

LinkedIn Lead Accelerator

Engage Engage the 80% of known prospects who don’t open your emails.

Evaluate Evaluate the impact of your nurture programs.

Convert Convert more of the 95% of anonymous web visitors who don’t provide an email address.

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LinkedIn Lead AcceleratorMarketing automation for display and social advertising

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Identify the onsite behaviors that indicate high engagement or

specific interests

Define the most desirable business demographic

segments

Understand the audiences that have already taken specific

actions on your site or converted

Identify and target your highest-value audiences, both anonymous and known

Step 1

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Directly upload creative for each channel to reach target audiences

across display and social

Intelligently engage anonymous and known prospects beyond the

inbox

Lead Accelerator automatically optimizes delivery of messages to

the right audiences at the right time

Sequence relevant messaging across display and social adsStep 2

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Nurture Everyone. Differently.

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Nurture Everyone. Everywhere Online.

LinkedIn Sponsored UpdatesDesktop and mobile

Facebook Display AdsLinkedIn & SlideShare

DisplayGlobal Ad Exchanges

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Increase conversion rates with AutoFillStep 3

Improve quantity and quality of leads through access to

LinkedIn’s professional data

Instantly populate lead forms with accurate, LinkedIn professional

data

Make it easy to fill out forms on mobile with a single click

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Optimize ad creative and nurture stream design through platform-supported A/B testing

Step 4

Turn on and off creative or swap out creative based on real-time performance

Adjust order of messages, targeting, and nurture streams based on audience interaction, engagement and other

performance metrics

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Track metrics including lift in visits, engagement, conversions

by nurture path, and more

Get clear insight into nurturing effort results via out-of-the-box,

full-funnel reporting

Use these results to inform how you build out new target

segments and nurture streams

Measure program impact at every stage of the buy process through built-in reporting

Step 5

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Ensure success with LaunchPad, hands-on guidance from dedicated B2B marketing experts

EACH LAUNCHPAD INCLUDES BENEFITS

Marketing strategy & planning

Nurture stream development, ad modifications, and launch

Post-launch optimization through the first month

Learn best practicesLearn best practices for campaign planning, creative messaging, and optimizing ROI across all segments

Gain expertiseBecome confident in the mechanics of Lead Accelerator

Drive resultsTurn insights and expertise into successful campaigns that will drive conversions and increase funnel velocity

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Our customers tell our story better than us

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“As soon as a prospect engages and shows interest in a particular program, they start receiving sequenced messaging that’s relevant to the specific program they’ve shown interest in. You can see the impact of this in the performance and you can see it in the quality of each lead.”

Andrew Hickey, Director of Digital Marketing, eCornell

• Conversion rates were 2x higher than traditional campaigns

• Cost per lead was 3x lower than traditional retargeting

• Revenue contribution 1,000%+ higher than traditional retargeting

EDUCATION

Generate leads

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• Nurtured IT professionals, marketers, and other enterprise decision makers with display and social ads

• Generated 640+ leads in just three months

• Achieved a cost per lead well below target

“Multi-channel nurturing makes sense – the sequencing and personalization of ads aligns well with the B2B sales cycle.”

Micah Beals, Director, Digital Marketing, Workfront

TECHNOLOGY

Generate leads

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Q&A

Want to learn more?Visit marketing.linkedin.com

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