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Live Webinar: Using LinkedIn for Demand Generation


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LinkedIn's own demand generation experts cover:
What’s the Buyer’s Journey Really Like?
Rethinking Demand Generation with LinkedIn
LinkedIn’s “Secret Recipe” for Demand Generation

Published in: Marketing
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Live Webinar: Using LinkedIn for Demand Generation

  1. 1. 2 Using LinkedIn for Demand Generation Amanda Halle Senior Manager, Marketing LinkedIn Jen Agustin Group Manager, Marketing LinkedIn
  2. 2. • Got a question? Submit it in the Q&A box. • Tweet along with #LinkedInDemandGen • Follow us for more: @LinkedInMktg How to Engage with Us
  3. 3. Let’s Talk About • What’s the Buyer’s Journey Really Like? • Rethinking Demand Generation with LinkedIn • LinkedIn’s “Secret Recipe” for Demand Generation • Q&A
  4. 4. Today’s Buyer’s Journey The only thing predictable about it is its unpredictability.
  5. 5. It’s a challenging world Before customers reach out directly Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012
  6. 6. It’s a challenging world Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google
  7. 7. It’s a challenging world
  8. 8. Display advertising Social media marketing Content marketing Today’s Approach Email marketing SEO Paid search
  9. 9. Increase targeted reach and quality conversions 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
  10. 10. We Can Do Better.
  11. 11. Missed Opportunities 4. 95% of website visitors don’t fill out a form. 3. 61% of B2B marketers aren’t using mobile marketing. 1. No less than 17 people are involved in influencing major enterprise tech purchases. 2. Forty-four percent of B2B buyers researched company products on a smartphone or tablet in 2014 5. 80% aren’t opening emails. 6. Half of business decisions are made outside of the office.1. InformationWeek, 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer 5. MarketingProfs 6. B2B Marketing 1. 2. 3. 6. 5. 4.
  12. 12. Drive more effective marketing Increase awareness Build brand Shape perception
  13. 13. Increase awareness Build brand Shape perception Drive more effective marketing Improve lead quality Increase conversion Drive pipeline and revenue
  14. 14. 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
  15. 15. How Can We Rethink Demand Generation?
  16. 16. Rethinking Demand Generation with LinkedIn 2. Tap into the value of anonymous website visitors 1. Investing in the top of funnel to drive bottom-funnel conversions 4. Reach prospects where they’re most engaged 3. Tailor messages based on people and interests
  17. 17. Let Top-Funnel Programs Drive Bottom-Funnel Conversions • Longer buying cycles in B2B/high- consideration B2C • Need to get your brand in front of prospects early and often to seed demand • The more interest you drive at the top, the more conversions at the bottom of the funnel
  18. 18. Reach and engage more than 380M professionals on LinkedIn and across the Web Build Awareness with LinkedIn Onsite Display and Network Display
  19. 19. • Increased brand awareness and targeted web traffic • Nearly 5x increase in the number of daily website visits from legal professionals “With LinkedIn Network Display, we’ve become a leading brand in our space, and LinkedIn has been a key contributor to our success – getting MyCase visibility with the right people at the right time.” Sarah Bottorff, Director of Marketing, MyCase Raise brand awareness PROFESSIONAL SERVICES
  20. 20. Turn Anonymous Visitors into Customers • Website visitors are valuable and are interested in your brand • 95% aren’t converting right away—how can you keep your brand in front of them?
  21. 21. LinkedIn Lead Accelerator Nurtures Everyone. Everywhere Online. LinkedIn Sponsored Updates Desktop and mobile Facebook News Feed Display Ads LinkedIn & SlideShare Display Global Ad Exchanges
  22. 22. • 116% increase in page views per visitor; 56% increase in visits per visitor • Generated more than 870 new leads by nurturing anonymous website visitors • Leads converted to “sales qualified” 2x more than the company average • Nurtured known contacts to drive free trial sign-ups “Nurturing is no longer limited to email. We’re using display and social ads to guide prospects through the buy cycle with highly relevant content − increasing engagement and generating conversions along the way.” Lucy Orloski, Marketing Director, Localytics TECHNOLOGY Generate leads
  23. 23. Tailor Messages Based on People and Interests • Prospects are at different stages of their purchase decision. • The content you provide must be both educational and relevant to what their needs are.
  24. 24. Lead Accelerator Lets You Nurture Everyone. Differently.
  25. 25. • 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
  26. 26. Reach Prospects Where They’re Most Engaged • Be where your prospects are • Engage them with content that is useful and relevant, and when they are most receptive to your message
  27. 27. LinkedIn Sponsored Updates and Sponsored InMail deliver relevant, personalized content Sponsored Updates delivers rich content in the feed and across devices 7x – the amount of time professionals are spending with content on LinkedIn vs. job-related activity
  28. 28. LinkedIn Sponsored Updates and Sponsored InMail deliver relevant, personalized content Sponsored InMail Gets the Attention of High-Value Audiences in a Personalized Way • Breakthrough the limits of traditional email marketing with 100% deliverability • Keep your key target audiences engaged across desktop and mobile
  29. 29. “With open rates as high as 48 percent, LinkedIn’s Sponsored InMail knocked the socks off our own email campaigns – and Sponsored Updates gave us the brand awareness we needed.” Brett Chester, Vice President of Online Marketing, Replicon • Open rate of 48% using Sponsored InMail, with response rate 11x better than other social channels • Cost per lead 73% lower than other social channels • Clickthrough on Sponsored Updates 4x LinkedIn benchmarks TECHNOLOGY Generate leads
  30. 30. Crash Course to Full-Funnel Marketing Campaign
  31. 31. 32 LinkedIn Marketing Solutions uses a multi-Channel approach to launching new assets Sales Dev Email Lead Accelerator SEM Sponsored Updates Off platform paid promotion Social feeds LinkedIn Display Webcasts Asset Landing Page Channels Landing page Sponsored InMail Blog LinkedIn Network Display
  32. 32. Email
  33. 33. Display On & Off LinkedIn
  34. 34. LinkedIn Sponsored Updates
  35. 35. Webinar
  36. 36. Sponsored InMail
  37. 37. Lead Accelerator
  38. 38. Blog
  39. 39. Results
  40. 40. • The webinar had 1,153 registrations • Email – 823 registrants • Sponsored InMail – 254 registrations • Generated 5,392 leads 1,107 MQLs • Top channels: • Email • Display • Sponsored Updates Results
  41. 41. MQLs by Channel Marketing Qualified Leads
  42. 42. A Few Final Thoughts • Don’t underestimate the value of the top of the funnel for demand generation • Tap into the value of anonymous website visitors • Tailor your messages and content to both unknown and known prospects • Engage with people when they’re most receptive
  43. 43. • Case Study Hub: • LinkedIn Marketing Blog: • eBook: The Demand Generation Marketer’s Guide to LMS More helpful examples of what works on LinkedIn:
  44. 44. ©2015 LinkedIn Corporation. All Rights Reserved.