Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects. LinkedIn Director of Marketing Keith Richey shares best practices that both large- and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses. Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.

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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
DisplaySponsored
Updates
Sponsored
InMail
Lead Accelerator
Full-funnel
analytics
& reporting
products that impact
every stage of your
funnel and get results

8. #LinkedInMktg
New keys to success
Our team’s approach
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
9
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
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation

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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

13. #LinkedInMktg
• 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
#LinkedInMktg

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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:
#LinkedInMktg

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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:
#LinkedInMktg

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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
#LinkedInMktg

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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
#LinkedInMktg

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DISPLAY AD
• 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
2
4
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
#LinkedInMktg

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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
#LinkedInMktg

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28
Onsite Display
Network
DisplaySponsored
Updates
Sponsored
InMail
Lead Accelerator
Full-funnel
analytics
& reporting
products that impact
every stage of your
funnel and get results

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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
29
Reach
Reach the right people with accurate
targeting
3 keys to more effective marketing

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New keys to success
Our team’s approach
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
RevenueSales
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
Week1Week3Week2

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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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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
45
Drive more effective marketing
Reach
Reach the right people with accurate
targeting

46. #LinkedInMktg