Live Webinar: What You Need to Succeed with Marketing on LinkedIn

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 Keith Richey  Director, Global Marketing  July 7, 2015

What you need to succeed with marketing on LinkedIn

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New keys to success

Our team’s approach

Buyer evolution

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It’s a challenging world

Before customers reach out directly*

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

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It’s a challenging world

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

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 Increase targeted reach and quality conversions

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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

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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

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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

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New keys to success


Buyer evolution

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Nurture Deliver helpful content at the right time, based on who they are and what matters to them

Measure Track branding and direct response impact with simple yet powerful analytics

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3 keys to more effective marketing

Reach Reach the right people with accurate targeting

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

32M

364M+

Professionals join daily

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Connections

Company Industry

Size

Name

Gender Education

Geo

Groups

Standardized job titles

Seniority Function

Occupation

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& reporting


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•  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 such as Spotlight Ads and Follow Company Ads

 Reach and engage more than 300M professionals LinkedIn Onsite Display

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•  Target professionals who live in target cities along key routes

•  Identify members who belong to LinkedIn groups related to business travel in Asia

Approach:

“We knew we needed to advertise where business people – and especially the business travelers – are going to be. They’re on LinkedIn.”

Dennis Owen VP Marketing Americas, Cathay Pacific Airways

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•  Target professionals with accuracy and scale across the web

•  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

 Reach the right professionals wherever they travel LinkedIn Network Display

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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:

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 Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates

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Adobe shaped brand perception among marketing decision makers with Sponsored Updates

•  50% more likely to agree that “Adobe is shaping the future of digital marketing”

•  2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention”

•  79% more likely to agree that “Adobe can help me optimize my media spend”

Results:

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•  38% more leads than other social channels

•  65% lower cost per lead than other social channels

Results:

“Sponsored Updates were a natural fit for us because members are looking to expand their knowledge base -- we could provide each of our target audiences content that addresses their unique business needs.” Lauren Pedigo Digital Marketing Manager, Kinvey

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With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page

Personalize

Test

Control

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Test and optimize your reach to the right audience with the right message

66% higher CTR

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 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

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•  48% open rate

•  11x higher response rates vs internal email

•  73% lower cost per lead than competitor

Results:

“With Sponsored InMail, we hit a 48% open rate. Compared to our internal efforts, our Sponsored InMail response rates were 11x better.”

Brett Chester VP of Online Marketing, Replicon

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DISPLAY AD

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•  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

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

LinkedIn Lead Accelerator

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John Smith

DISPLAY AD #1

SU #1

#1

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LinkedIn Lead Accelerator Marketing automation for display and social advertising

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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

Results:

•  Conversion rates are 2x higher than normal marketing campaigns

•  Conversion rates from their Sponsored Updates nurture streams specifically were 4x higher than normal marketing campaigns

•  Cost per lead is 3x lower than what they’ve seen through traditional retargeting

Nurture Stream: Visitors to Executive Leadership Certification Page

Sponsored Updates Facebook News Feed Display

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“We can reach prospects anywhere online and make every interaction with them more personal and relevant throughout the buyer’s journey.”

Eric Hansen Director of Demand Generation, Cetera Financial Group

Results:

•  Drove over 900 new website visits from finance professionals

•  Increased page views by 27% from visitors that were nurtured with display and social ads

•  Generated nearly $1 million in new business

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& reporting


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3 keys to more effective marketing

#LinkedInMktg

New keys to success


Buyer evolution

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Content is core

EVENTS

CAMPAIGNS SOCIAL + ONLINE

CONTENT

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Not more content, more relevant content

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The visual is the new headline!

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Big Rock content fuels performance

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Extend the mileage with ‘turkey slices’

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Driving leads with content

MQL

Lead Capture No Yes

Revenue Sales

SDR Sales Qualified?

BIG ROCK (Gated)

Nurture No Yes

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Blog: Focus on relevance, variety, frequency

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 The blogging food groups  A steady diet of quality content for your blog

Monday Tuesday Wednesday Thursday Friday Saturday

Spinach

Raisin Bran Chocolate Cake

Roast Tabasco Spinach

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Measurement for Success:

•  Quality Traffic

•  Engagement

•  MQLs

•  Pipeline

Content success metrics

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LinkedIn Showcase Page as key content hub

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§  Customer engagement

§  Quality traffic

§  High quality leads – 30% of leads in any quarter

Sponsored Updates drive results

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Targeted InMails complement the feed with even more personal communication

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Our Lead Accelerator streams Homepage Bouncers “Engaged” Lead Accelerator Sponsored Updates

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k 1

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k 3

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k 2

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Full-funnel marketing drives results

 47%  % of total inquiries driven by

social YTD

24x Increase in organic blog visitors

YoY

6x  Organic LMS website visits

growth YOY

 35%  % of new customer acquisition

sourced by marketing

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Drive more effective marketing


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Live Webinar: What You Need to Succeed with Marketing on LinkedIn

Marketing

Transcript of Live Webinar: What You Need to Succeed with Marketing on LinkedIn