Lla product deepdive with email
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The LinkedIn Lead Accelerator helps B2B marketers engage prospects, evaluate nurturing programs, and convert more anonymous visitors. It identifies high-value audiences to target across display, social media, and email based on on-site behaviors. Marketers can automate personalized messaging sequences, populate lead forms from LinkedIn, A/B test creatives, and track results through reporting. LaunchPad provides hands-on support to help marketers strategize, launch, and optimize campaigns for driving conversions and increasing funnel velocity.
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Lla product deepdive with email
- 3. Nurturing is the key to B2B success of the buy process is over before customers reach out directly. Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012
- 4. Nurturing is the key to B2B success pieces of content are consumed before a purchasing decision is made. Source: Zero Moment of Truth Study, Google
- 5. 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
- 6. 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.
- 7. Our customers tell our story better than us
- 8. In just three months generated: 210 responses from known contacts 475 new leads 15 new sales opportunities
- 9. In just three months generated: 210 responses from known contacts 475 new leads 15 new sales opportunities Precise business demographic data combined with customized nurture paths allows us to serve sequenced display and social ads to only our most high-value, anonymous prospect segments.” Meagen Eisenberg VP of Customer Marketing DocuSign
- 10. "What we've actually found with the Bizo leads is that they're extremely cost effective... Because Bizo's really able to get to our customers, we're seeing very high conversion rates, very high ROI on the Bizo generated leads.” - Andrew Mackels Director of Marketing Strategy & Technology, Autodesk
- 11. Re-engaged known contacts beyond email Increased page views by 27% from nurtured visitors Generated $960,000+ in new business
- 12. Re-engaged known contacts beyond email Increased page views by 27% from nurtured visitors Generated $960,000+ in new business 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
- 13. Marketing automation for display and social advertising
- 14. 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
- 15. Synchronize your Lead Accelerator programs with your Eloqua email nurture programs Intelligently engage anonymous and known prospects across ad exchanges for display, and Facebook and LinkedIn for social Deliver the right message to the right person at the right time Sequence relevant messaging across display and social adsStep 2
- 16. Lead Accelerator SEGMENT SEQUENCE AUTOMATE Create nurture streams and customize & sequence messaging Always on & constantly optimizing Identify the audiences that matter most Serve Messages Based on WHO is coming to your site & WHAT They’re Doing HomePageOnlyVisitors Higher'Level'Message' EngagedVisitors–ProductPageA Use'Case'/'Bene3its'Message' WEEK1MESSAGE WEEK2MESSAGE WEEK3MESSAGE WEEK1MESSAGE WEEK2MESSAGE WEEK3MESSAGE Home Page Only Visitors Engaged Visitors – Product Page A WEEK 1 WEEK 2 WEEK 3 WEEK 1 WEEK 2 WEEK 3
- 17. 17 Synchronized email and display Reach the 80% of prospects who do not open email by synching online display and social ads with your Email Nurture Programs B2B Branding Guide Email Nurturing Display Nurturing News Feed Nurturing 5 Minute Display Primer Display made easy http://www.bizo.com Download now! B2B Branding Guide Increase Awareness http://www.bizo.com Download now! DMA Case Study Success Metrics! http://www.bizo.com Download now! 5 Minute Display Primer B2B Branding Guide DMA Case Study DMA Case Study 5 Minute Display Primer DMA Case Study DMA Case Study
- 18. 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
- 19. 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
- 20. 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
- 21. Ensure success with LaunchPad, hands-on guidance from dedicated B2B marketing experts EACH LAUNCHPAD INCLUDES BENEFITS On-site marketing strategy & planning Nurture stream development, ad modifications, and launch Post-launch optimization through the first month Learn best practices Learn best practices for campaign planning, creative messaging, and optimizing ROI across all segments Gain expertise Become confident in the mechanics of Lead Accelerator Drive results Turn insights and expertise into successful campaigns that will drive conversions and increase funnel velocity
- 22. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
Editor's Notes
- As a marketer, you know it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s empowered consumers have no shortage of online destinations they can visit to to find information about products, compare prices, get social recommendations and so on. And content is playing a huge role in the buying process, making it easier for people to be self-sufficient, and travel almost 90% of the journey on their own before they pick up the phone to call your sales rep.
- On average, people are consuming 10 of those pieces of content before making a purchase. What does this mean for your business? Well, since it’s content that is shaping the purchase outcome, it means your sales team is no longer in a strong position to influence most of the decision-making process
- But we know that things don’t always work this way. First, because it is challenging to get the right people to your site. And even if you do manage to do that, only 5% of those will be ready to provide you their contact information. And of those who do, only 20%, on a great day, will open your email messages afterwards. Think of it as a really leaky funnel, which is essentially making you get only 1% of all opportunities that you can nurture. These are the challenges that LinkedIn Lead Accelerator has aimed to solve from the start.
- Lead Accelerator allows marketers to drive what matters most to their sales teams. More high quality leads. And they can do this by engaging prospects anywhere online with relevant ads and content along every stage of the buying process. While previously you could only reach 5% of the visitors to your website, with Lead Accelerator, you can now have the opportunity to reach 100% of those visitors and eventually convert a lot more of them. And now you can reach them beyond the inbox, by engaging these prospects through display and social advertising wherever they may be traveling on the web. Essentially we are taking the concept of marketing automation, which is optimized for email and applying it to social and display advertising. Lastly, Lead Accelerator has in-depth analytics, which will show you the impact of your efforts at every stage of the buying process, so you can evaluate and continue to enhance your nurture programs.
- But don’t just take our word for it. Here’s a sampling of some of the company that have transformed the way they do marketing through Lead Accelerator.
- So let’s talk about how it works.
- At LinkedIn, we have the most up-to-date professional directory in the world with over 330M+ professionals. When you place a LinkedIn pixel (or insight tag as we call it) on your website and overlay our professional data, you can immediately start to understand the audiences that are visiting your site. The Audience Insight report shown here is a snapshot of a client’s actual web traffic. Here you can see a whole host of business demographic breakouts including company size, industry, function, seniority, and more. All powered by LinkedIn’s professional data. Once you better understand who is coming to your site, you can identify and target your highest-value audiences based on their business demographics and based on how they’re engaging with your website. But it’s not just about understanding and defining your audiences, but reaching them across the B2B buying process.
- Through Lead Accelerator, prospects are nurtured with personalized messaging and ads that are synchronized across multiple channels. You can customize and sequence waves of messaging to prospects as they reveal unique interests and become more engaged. Here we have an example of a message, or a “wave” as we call it, that is shown to visitors to a particular landing page. Over the next 14 days or until a page visitor actually converts, those page visitors will see a series of display and social ads across the web. In this instance, the marketer has uploaded standard display creative, creative for the Facebook newsfeed, right rail, and LinkedIn Sponsored Content for maximum reach. While we’re only displaying one wave here, you can set up a series of waves (or messages) that appear over the course of the B2B cycle and then have a series of these sequential messages for various high-value audiences. From there Lead Accelerator takes care of the rest. Our algorithms are set up to optimally bid for impressions across the web to ensure that your message always appears in from of the right person at the right time.
- As we all know, a key milestone on the path down the funnel is getting a prospect to raise their hand and tell you who they are by filling out a lead form. But, the reality is that people are too busy or often hesitant to fill out a full form, which has a lot of folks dropping off when they see your lead form…and marketers trying to find that right balance — keeping the form short enough to get someone to submit while capturing enough information to be able to score the lead. With LinkedIn Autofill, a feature included with Lead Accelerator, you can make it easy for your prospects to convert when they’re ready to raise their hand and say they want to learn more. The “Autofill with LinkedIn” button can be placed on any type of lead form on desktop and mobile and with the click of a button will instantly populate lead forms with a prospect's LinkedIn data. This ultimately leads to improved quantity and quality of leads.
- Once you’re up and running with Lead Accelerator, it’s about continuing to refine and optimize your campaign. We provide a variety of options for you to do this. You can see how all of your programs are performing or drill into a specific ad, wave or even channel and see what’s working. From there you can easily swap out creative, adjust the order of your messages, modify targeting, and more.
- Additionally, you get access to our out-of-the-box full-funnel reporting suite, which highlights the impact of your marketing efforts at each stage of the buy process and compares those efforts against those visitors not exposed to your messages.
- We understand that implementing a comprehensive solution like this requires coordination across your organization and we have a team dedicated to help. With every Lead Accelerator purchase, you get access to a dedicated B2B marketing expert that will lead you through a hand-on onboarding, which we call LaunchPad. The LaunchPad program delivers hands-on guidance and proven expertise to new Lead Accelerator customers. This three-step program will leave you confident in the mechanics of LinkedIn Lead Accelerator, knowledgeable about best practices for executing anonymous and known prospect nurturing with display and social advertising, and equipped to independently and effectively manage an “always on” display and social nurturing program. Guided by your LinkedIn Marketing Automation Consultant, you will plan, implement, review, and optimize on your LinkedIn Lead Accelerator programs. The LaunchPad program has been crafted to ensure the most efficient ramp-up and greatest return for our customers. Following the successful set-up of LinkedIn Lead Accelerator, your LinkedIn Account Manager will provide ongoing support and work with you to continue to be successful.