1. Jason Miller,
Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
Tactics and Strategies for Driving B2B
Marketing Success Using LinkedIn
presents

2. 1 of every 3
Professionals
on the Planet is
on LinkedIn

3. Jobs
Content
Content pages
receive 7X the
page views vs.
job pages

4. The Definitive
Publishing Platform
Professional

5. Not more content, more relevant content

6. 6

7. Repurpose Content
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare

8. WAYS TO CREATE YOUR
BIG ROCK

9. 1
Create the all-
encompassing guide
to whatever the hell
conversation you
want to own

10. 2
The “Hugh MacLeod”
Strategy—Write 5
relevant blogs then
roll them all together
Monday Tuesday Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach

11. 3
Flip your case studies
on their heads—Turn
your bottom funnel case
studies into a collection
of “success stories”

12. Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm

13. Repurpose, repurpose, then repurpose some more
Infographics
Blog Content
Physical Book
Mobile Download
SlideShares Influencer Blogs
WebinarsPodcasts

14. Take it Global

15. Turning Your
Content Into
Compelling Updates

16. Your audience should always be at the center
of your content. This is about THEM, not YOU
01 Call out your audience
02 Use the word “you”
03 Explain what’s in it for them

17. Optimizing Content
• Always ask, “Why would my audience read this?”
• Use concise and compelling
intros and headlines
• Ask compelling questions to involve the target
audience
• Include a clear call to action, regardless of the
objective
• Make sure your landing pages are optimized for
mobile traffic
Managing Updates
• Plan your editorial calendar, but also react to
timely events
• Respond to comments regularly
• Consider keeping updates running through the
weekend
• Test to see what works with your audience and
then refine
Optimizing Visuals
• Always include an image, presentation, or video
• Ensure the thumbnail is relevant for external links
Company Updates Content Best Practice Cheat Sheet

18. When you need that extra push…

19. Set up a test of different updates to reach different audiences
Sponsored Update 1:
Targeted to CMOs
These insights can help you drive
transformational change to your business.
[link to white paper landing page with tracking tag 1]
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help.
[link to white paper landing page with tracking tag 2]
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want.
[link to white paper landing page with tracking tag 3]
Big Rock
Content
Example: B2B Marketing company XYZ has
recently launched a new piece of research
and is publishing updates to LinkedIn to drive
marketers to download it.

20. Use targeting on LinkedIn to deliver the right
message to the right person at the right time
But be careful NOT
to over-target.
It’s important to reach everyone
who could influence a buying
decision, so cast a wide net and
then refine your
targeting preferences.

21. 1. Driving Brand Awareness
2. Generating Quality Leads
3. Driving Event Registration
4. Expanding Thought Leadership
Sponsored Updates Achieve
Business Goals in 4 Ways

22. Sponsored Updates
Who’s Doing it Right?
• LinkedIn drove 400% more qualified leads than
any other paid lead generation platform during
the campaign period.

23. Sponsored Updates:
Who’s Doing it Right?
38% more leads than other social channels
65% lower cost per lead than other social channels

24. Sponsored Updates:
Who’s Doing it Right?
• As a result of the brand exposure in the LinkedIn feed,
research confirmed that U.S. marketing executives
were 50% more likely to agree that Adobe can “shape
the future of digital marketing.”

25. Sponsored Updates:
Who’s Doing it Right?
Don’t bury the lead.
Concise intros (90-140 characters) are
more likely to result in higher
engagement.

26. With Direct Sponsored Content, reach your target audience
directly in the feed without publishing on your Company Page
Personalize
Test
Control

27. Personalize your message and offers to your target
audience to boost your performance

28. Test and optimize your reach to the right audience
with the right message
66%higher CTR

29. Sponsored InMails now reach members on mobile where
they most often check their messages
Reach mobile users
>50% of inbox views on mobile
80% higher open rate on mobile

30. Mobile is Accelerating Content
Consumption
9pm6pm3pm12pm9am6am

31. 70% of clicks from Sponsored
Updates will come from mobile.
Most important, make sure your landing page is mobile responsive—
otherwise you are wasting leads

33. The visual is the new headline!

36. Research shows that a picture
is really only worth 81.4 words,
on average.

37. SlideShare is a Platform for Visual
Content Marketing Thought Leadership

38. SlideShare for Lead Gen Kicks A**

39. Visual Kicks Text’s A**
328,000
Views!
Who’s Doing it Right?

40. Cross-channel Integration

41. Built in Lead Forms

43. What Does Success Look
Like?

45. Email
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
Twitter
For those about
to Launch…..
FIRE!

46. MQL
Turkey Slices (Non Gated)
Lead Capture
No Yes
RevenueSales
SDR
Sales Qualified?
BIG ROCK
(Gated)
Nurture
No
Yes

47. The Results Out of the Gate
34%
32%
15%
9%
6%
4%
Email
Blog
InMail
Direct/ SEO
Other
Display
AdWords 64%7%
7%
7%
6%
4%
2%
1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France

48. 48

50. 50
18,000% ROI

51. 51
SPONSORED CONTENT B2B MARKETING
Better targeting, relevance
and measurement
The most effective platform for marketers to reach audiences, nurture
prospects and acquire customers

52. w
www.welcometothefunnel.com