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8 Great LinkedIn Marketing Success Stories
 

8 Great LinkedIn Marketing Success Stories

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See how brands like Hubspot, Stevens Institute of Technology, athenahealth, TEKsystems and more achieved their marketing objectives with LinkedIn Marketing Solutions. ...

See how brands like Hubspot, Stevens Institute of Technology, athenahealth, TEKsystems and more achieved their marketing objectives with LinkedIn Marketing Solutions.

To learn how other marketers successfully met their objectives, visit: marketing.linkedin.com/success-stories

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  • Category: Energy; Country: US; Strategy: Branding; Products: Display Ads, Sponsored InMailsCompany Page: http://www.linkedin.com/company/vestasChallenge• Raise awareness of the brand benefits for companies that use wind energy• Reach key stakeholders in specific companies to drive consideration for wind energy and Vestas as a preferred partner Solution• Deliver dynamically generated LinkedIn banner ads with messaging customized to the viewer’s company and position• Direct click-throughs to customized, company-specific microsites with high-value content• Use adaptive design to ensure an optimal experience for users receiving the campaign cross-devices including desktop, tablet and mobileResults• 11 million impressions with a click-through rate (CTR) of .11 – .21% among targeted companies• 10,680 corporate executives, employees and key opinion leaders visited the site, averaging 7.02 minutes• High efficiency with minimal waste: 80% of targeted opinion leaders & 30% of targeted executives visited the microsite spending an average of +8 minutes
  • Category: Software; Country: US; Strategy: Branding; Products: Company Page, GroupsCompany page: http://www.linkedin.com/company/hubspotInbound Marketers Group: http://www.linkedin.com/groups/Inbound-Marketers-Marketing-Professionals-21005Challenge• Engage with B2B marketing professionals• Raise awareness of HubSpot’s inbound marketing expertise• Set HubSpot apart from competitors Solution• Launch LinkedIn Company Page and post status updates to engage followers• Create LinkedIn Group for Inbound Marketers and take part in conversationsWhy LinkedIn?• Professional audience eager to engage in business discussions• Social tools and status updates encourage commenting and sharing• Many opportunities for HubSpot to share thought leadership and expertiseResults• 16,500 followers and 82,000 group members• Exponentially higher conversions for customers than other social networks - HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).• Thought leadership position helps improve lead generation efforts
  • Category: Software; Country: US; Strategy: Direct Response and Branding; Products: Display AdsCompany Page: www.linkedin.com/company/teksystemsChallenge• Generate demand among IT decision makers• Increase brand awareness among IT professionalsSolution• Combine branding and direct response in a LinkedIn campaign targeting IT decision makers and featuring both display and text ads• Build brand awareness and generate conversions by driving traffic to the TEKsystems website, which offered free downloads of white papers and case studies highlighting the value of using staffing services to fill critical IT positionsResults• An ideal audience mix: 1% company owners, 4% C-level executives, 50% senior IT decision makers• Over 1.1 million impressions delivered to 170,000+ unique audience members• Click-through rate of .07% for branding-focused, well above industry average• A high level of trust in messages delivered through the LinkedIn environment
  • Category: Business Services; Country: US; Strategy: Direct Response; Products: Display Ads, Text AdsCompany Page: http://www.linkedin.com/company/7658Challenge• Reach highly targeted audiences at scale• Reduce cost per lead• Increase membership to drive revenueSolution• Place display and text ads on LinkedIn• Target ads to CEOs and business owners• Continuously test and optimize from LinkedIn’s wide portfolio of marketing solutionsResults• Volume of leads delivered from ads on LinkedIn increased by 114% month over month• Cost per lead decreased by 26% over the same time period• LinkedIn generated 89% more leads than the same campaign on a leading ad network, at less than a third of the cost per lead• Higher-quality leads that are more likely to convert• Continued success over time without diminishing returns
  • Category: Healthcare; Country: US; Strategy: Branding; Products: Content AdsCompany Page: http://www.linkedin.com/company/8710Challenge• Showcase thought leadership material• Reach highest level of decision-makers• Capture prospect info for lead generationSolution• Increase access to thought leadership via LinkedIn content ad unit• Target C-level executives in healthcare, as well as other infuencers• Drive traffic to corporate website and TwitterResults• 61% rise in click-to-conversion rate• More names and contact info for lead-gen pipeline• Increase in Twitter followers improves social media
  • Category: IT; Country: India; Strategy: Direct Response; Products: Sponsored InMails, Display AdsCompany Page: http://www.linkedin.com/company/hearsay-socialChallenge• Generate demand for Hearsay’s social media marketing solutionsSolution• Deliver Sponsored InMails offering timely, high-value content to decision makers when they need it mostWhy LinkedIn?• Unique ability to hyper-target Sponsored InMails by company, job title, industry, and company• High level of confidence of LinkedIn members in the trustworthiness of the information they receive through the siteResults• Open rate of 29%• Click rate 23%• Numerous qualified meetings scheduled as a result of the campaign
  • Category: Education; Country: US; Strategy: Branding – Audience Targeting; Products: Display Ads, PollsCompany Page: http://www.linkedin.com/company/stevens-institute-of-technologyChallenge• Raise awareness of degree programs• Drive inquiries from prospective students• Create a brand presence in professional online community• Deliver messages to hard-to-identify graduate degree candidatesSolution• Deliver Sponsored InMails to regional LinkedIn members• Target display ads to relevant LinkedIn Groups• Launch self-serve pay-per-click LinkedIn Ads for message saturationWhy LinkedIn?• Tech-savvy, professional audience• Ability to create brand presence across online community• Members self-identify interests and future career goals• Targeting by geography, education level, jobs, and group affliationsResults• CTRs up to 12%• 21% open rate for best performing Sponsored InMails• Increase in information requests for new degree program• Building conversations with precise audiences
  • Category: Education; Country: US; Strategy: Targeting; Products: Sponsored InmailCompany page:Challenge• Drive membership among hard-to-reach students• Reach specific demographic group by region and industry• Identify targets before they have completed degree program• Deliver in-depth messages about membership benefitsSolution• Target members of finance, accounting, and CPA exam groups on LinkedIn• Use one-to-one Sponsored Inmail to cut through message clutter• Provide membership benefit details to increase impact of messageWhy LinkedIn?• Ability to precisely target by professional interests as well as region and industry• Professional audience receptive to messages about career growth• Members self-identify interests and future career plans• Sponsored Inmail offers one-to-one communicationResults• 40% open rate for best-performing Sponsored Inmail• CTRs up to 15%• Helped contribute to a 47% growth of student members in three months• Allowed LinkedIn to be one of the top 20 of all web referrals to all of CalCPA.org

8 Great LinkedIn Marketing Success Stories 8 Great LinkedIn Marketing Success Stories Presentation Transcript

  • ©2013 LinkedIn Corporation. All Rights Reserved.©2013 LinkedIn Corporation. All Rights Reserved.Marketing Solutions8 Great LinkedIn MarketingSuccess Stories
  • Dynamic banner ads raise the bar forefficiencyLinkedIn Confidential ©2013 All Rights Reserved 2 Raise awareness ofbenefits for companiesthat use wind energy Drive consideration forVestas among keystakeholders Dynamic banners Customize ads bycompany and position Relevant custom landingpages .11 - .21% CTR among targetedcompanies 10k+ site visitors averaging 7minutes 80% of targeted opinion leadersvisited the microsite“Working with LinkedIn gives us theconfidence that our message will bereceived by the right people.”Morten AlbaekGroup SVP, Global Marketing & Customer Insight,VestasObjectives Solution ResultsGet their full story >
  • Drive thought leadership with a CompanyPage and B2B GroupLinkedIn Confidential ©2013 All Rights Reserved 3 Engage B2B marketers Raise awareness ofHubSpot Differentiate HubSpotusing thought leadership Company Page Status updates “Inbound Marketing”LinkedIn Group 16,500 followers 82,000 group members 2.7% conversion rate,3X higher than Facebook andTwitter“LinkedIn brings us in contact every daywith B2B professionals that understandthe value of our products.”Dan SlagenGlobal Marketing Relations, HubSpotObjectives Solution ResultsGet their full story >
  • Build brand awareness and directresponse with targeted campaignsLinkedIn Confidential ©2013 All Rights Reserved 4Objectives Generate demandamong IT decisionmakers Increase brandawareness among ITprofessionals Display and text adstargeting IT decisionmakers Combine branding anddirect response Drive traffic to websitewhich offers whitepapersand case studies 29% open rate 23% click through rate Numerous qualified meetingsscheduled as a result“LinkedIn helps you target the CIOsand senior IT executives you need todrive new business.”Jason KaneAccount Director, Anvil Media Inc. (agency)Solution ResultsGet their full story >
  • Drive efficiency and leads with targetingLinkedIn Confidential ©2013 All Rights Reserved 5Objectives Reach highly targetedaudiences at scale Reduce cost per lead Increase membership todrive revenue Display and Text ads Target ads to CXOs withinthe top 50 DMAs 114% increase in leads 26% decrease in cost per lead 89% more leads than the samecampaign on a leading ad network“There is no better place to effectivelyreach business owners andexecutives.”Andy RamirezDirector of Interactive Marketing, Vistage InternationalSolution ResultsGet their full story >
  • Showcase thought leadership throughContent AdsLinkedIn Confidential ©2013 All Rights Reserved 6Objectives Showcase thoughtleadership material Reach highest level ofdecision makers Capture prospect info forlead generation Content Ads deliverthought leadership Target C-level executivesin healthcare Drive traffic to corporatewebsite and Twitter 61% rise in click-to-conversionrate Increase in Twitter followers“The LinkedIn content ad unit is theperfect way to connect to our executiveprospects.”Amanda MelanderAdvertising Manager, athenahealthSolution ResultsGet their full story >
  • Impact the right decision makers withSponsored InMailLinkedIn Confidential ©2013 All Rights Reserved 7Objectives Generate demand forHearsay’s socialmarketing solutions Sponsored InMailpromoting downloads ofa free eBook Target decision makersby company, position,and industry 29% open rate 23% CTR Qualified meetings with peoplewho met specific criteria“We can target exactly the people wewant to reach while achieving the scaleto fulfill our campaign.”J.P. WaltiDirector of Demand Generation, Hearsay SocialSolution ResultsGet their full story >
  • Drive leads with Sponsored InMailsLinkedIn Confidential ©2013 All Rights Reserved 8Objectives Raise awareness ofdegree programs Drive inquiries fromprospective graduatedegree candidates Create a brandpresence Sponsored InMailstargeted by region Display ads targeted torelevant LinkedInGroups Self-serve pay-per-clickLinkedIn Ads Up to 12% CTR 21% open rate on SponsoredInMail Increase in information requestsfor new degree program“LinkedIn is helping us reach the tech-savvy business-minded individuals thatwe need to connect with.”Michael SchinelliAssistant VP for Marketing and Communications,Stevens InstituteSolution ResultsGet their full story >
  • Reconnecting with valued graduatesLinkedIn Confidential ©2013 All Rights Reserved 9Challenge Drive membershipwithin a specific regionand industry Identify targets beforethey have completeddegree program Deliver messages aboutCalCPA memberbenefits Sponsored InMail Target finance, accountingand CPA exam Groups onLinkedIn 40% open rate on SponsoredInMail Up to 15% CTR 47% growth in students in 3months“LinkedIn targeting is helping usemphasize these benefits with anaudience that is traditionally hardto reach.”Matthew KoontzCommunications and Marketing Director, CalCPASolution ResultsGet their full story >
  • MARKETING.LINKEDIN.COM 10Learn how other marketers successfully met their objectives:marketing.linkedin.com/success-storiesLearn how you can reach LinkedIn’s audience of professionals:marketing.linkedin.com/contact