Masterclass: Advanced Strategies on LinkedIn [Boston]

1. Welcome! Please help yourself to breakfast & coffee. We’ll start around 9am.

2. Advanced Strategies On LinkedIn

3. Sally Johnson Allie Schwartz Your Presenters

4. Ice Breaker Turn to your neighbor and share your favorite thing about Fall.

5. You’ve Launched Campaigns, A/B Tested, and Know LinkedIn Best Practices….

6. Now What?

7. Time to Take Your LinkedIn Campaigns to the Next Level

8. Agenda The Next Step in Targeting: Matched Audiences ↓ The Next Step in Strategy: Marrying Sales + Marketing ↓ The Next Step in Reach: Pairing Products for Impact ↓ The Next Step in Lead Gen: Lead Gen & Measurement ↓ The Next Step for LinkedIn: Product Roadmap

9. The Next Step in Targeting: Matched Audiences

10. Matched Audiences Overview What Targeting Functionality Exists with the Release of Matched Audiences within Campaign Manager

12. Adding a LinkedIn Insight Tag IMPORTANT: Skip this step if you already have an insight tag on your page Add a lightweight javascript code to your site 1 Only add one tag per website domain Make sure all your domains are listed on the Insight Tag menu or the retargeting segment may not work correctly. 2 Give the tag some time to build While the tag may take up to 48 hours to build your audience, you can set up your website targeting segments right away. 3 1 STEP 12

13. Copy + paste the Insight Tag code into your site’s global footer, or email the instructions to your web team. if you already have a LinkedIn tag on your site If adding the tag to your global website footer is not possible, tag the page(s) you want to use for website retargeting While website retargeting may work with an image pixel, javascript tag is recommended IMPORTANT: SKIP THIS STEP WORKAROUND FOR GLOBAL TAG IMAGE PIXEL SUPPORT 13

14. Creating website retargeting audience segments Once your account is set up, navigate through the campaign creation flow until you reach the targeting page Click on Create an audience to retarget Define the web URLs that will make up your website retargeting segments 1 2 3 Complete setup steps and activate your campaign 4 Your campaign can begin delivering once your audience segment reaches 300 members 2 STEP 14

15. Once you arrive on the targeting page, click on Create an audience to retarget. User must have “Account manager” or “Campaign manager” access to access website retargeting ACCESS TO CREATE AUDIENCES 15

16. Only you and admins managing your campaign will see the audience name The URLs must belong to a domain you entered in your Insight Tag You can always come back and add additional URLs to your audience segment SEGMENT NAME ADD THE WEBSITE URL ADDING MORE URLS Multiple URLs in one segment are “OR” example: “acme.com/products” OR “acme.com/services” “OR” RELATIONSHIP BETWEEN URLS 16 “Starts with” – any page whose URL starts with these characters. “Exact” pages whose URL matches these characters in their entirety.

17. Let your audience build 3 STEP Once you’ve finished setting up your audience, click “Done” to proceed. You can proceed with setting your campaign live or save your campaign as a draft until the audience builds up. If you set your campaign live, it can begin delivering as soon as your segment reaches 300 people. We need sometime to build your audience… 17

18. Once you’ve finished setting up your campaign, you can access your retargeting audiences under Tools/Account Assets in the top navigation menu. 18

19. Clicking Edit will allow you to edit details on any retargeting audiences you’ve created. You can add any additional URLs if needed here (please note that it will take up to 48 hours to add any additional audiences). 19

20. Helpful tips to keep in mind Audiences will not be matched unless the Insight Tag is correctly installed. Please make sure that the Insight Tag appears as Verified before building your audiences. Depending on traffic across your website segments, your audience may take time to build. At least 300 members must be matched before campaign can begin serving impressions. Once at least 300 members are matched, the campaign will launch automatically if you activated your campaign by clicking “Launch.” Keep in mind broader may be better depending on your site traffic. Test broader website segments before going super niche. 20

21. Questions?

23. SETUP WALKTHROUGH Company Name & Email Contact Targeting 23

24. Label the header row “companyname”

25. Finish setting up your targeting and launch your campaign. (Please note that it may take up to 48 hours to process) Don’t forget to launch your campaign! Impressions will begin delivering only after LinkedIn matches enough members. You may include or exclude an account list.

26. Targeting using uploaded lists: A few things to remember Use a CSV file following the correct format using the approved templates • Check spelling • Avoid using special characters, URLs. • Remove all formatting for optimal match rates. Avoid hyper-targeting; it could limit scale and delivery of your campaign. This includes: • Uploading lists that are too small (we recommend at least 1,000 companies or 10,000 emails), or • Layering too many targeting criteria in addition to the account list. Target influencers or decision makers for optimal response rates. Larger lists will likely have better match rates.

28. Noteworthy Items: For larger lists, it may take up to 48hrs for the lists to appear The lists will automatically sync to your marketing automation platform (within 24hrs) List must match 300 members before it can be used as a targetable segment, though we recommend lists of around 10,000 contacts for scale

29. Questions?

30. Strategy: Content pairing and how to measure success with Matched Audiences

31. Contact Targeting Using Data Integrations: Use Cases & How to Measure Success

32. Use Cases Content Unresponsive or Suspect Contacts (hasn’t opened email in 6-9mos) Promote light ungated content; we repurpose our top performing blog articles and run on Sponsored Content. Marketing or Sales Qualified Leads Promote Sophisticated Marketer’s Guide - overview of the platform, product examples, testimonials and case studies Contacts in Pipeline Promote a guide on specific LinkedIn features - highlighting the power of LinkedIn targeting New Customers / High Value Customers/ Upsell Opportunities Product How-To’s, Case Studies, Product Releases or Industry News that relates back to value prop

36. Website Retargeting Mapping Content to the Funnel

37. Segment Site Traffic by Level of Engagement Serve each audience content tailored to their stage Homepage visitors: Visited homepage but not additional pages Visited key pages such as product details Visited pricing pages; landing pages; deep product insights Converters - reached a Thank You page OR target list of current customers using email contact targeting Engaged Least Engaged Most Engaged Acquired Tip: Remember to keep in mind scale. If site traffic is limited, start with an Entire Website or Homepage Visitors segment and gradually introduce more layers as the retargeting pool grows. Audiences must match at least 300 members to begin delivering, but you’ll need much more to scale an effective campaign.

38. • Low Friction Content: encourages user to consume content & engage with the site • Brand Logo prominent, yet CTA is still large & clear • Other Content That Works: Top Ten lists, ‘How-to’ guides, White Papers, Infographics, Checklists, Blog Posts, Videos Why it works… LEAST ENGAGED ACQUIRE MOST ENGAGED Use Thought Leadership to Engage Site Visitors and appeal to a broad audience Homepage Visitors ENGAGED Awareness Interest

39. • CTA is still large & clear • Low Friction Content that is slightly more promotional/directly correlated with buyer’s interest • Other Content That Works: White Papers, eBooks, Product Previews, Case Studies, Research/Reports Why it works… ENGAGED ACQUIRE LEAST ENGAGED Help Visitors Understand What You Do with Valuable Information, without Being Too Promotional Engaged Visitors MOST ENGAGED Consideration Interest

40. 46 • CTA is more aggressive & visually dominant: “Try Today” • Relevant value prop that is likely to resonate with a user that has already engaged/done research • Other Content That Works: Demos, Webinars, Case Studies, Data Sheets, ROI Calculators, Free Trials Why it works… ACQUIRE MOST ENGAGED ENGAGED LEAST ENGAGED Differentiate Your Company from Competitors by Giving Visitors Tools to Determine Fit & Need Qualified/Converted Visitors Favorability Action

41. Create a Seamless Experience from your Ad: Provide More Information & a Prominent CTA Optimize Your Landing Pages ● Visually match my ad? ● Have a clear, compelling title? ● Include a description of the offer? ● Include a short form with minimal fields? ● Have a clear call to action button? ● Have minimal or no navigation? Extra navigation can give too many places to click, making it difficult to track engagement and measure success Does my landing page…

42. Ensure Landing Page is Mobile-Friendly Form fields2-4 Average clicks driven by mobile70% Above the fold100%

43. Keep Your Forms Short & Use LinkedIn Autofill to increase data quality and conversion rate Optimize Your Registration Form No one wants to fill out a lengthy form. Only capture the information you absolutely need – this will help with conversions, especially on mobile. Marketo reports a $10 drop in CPL when shortening a form from 9 fields to 5

44. Maintain a Balance of Gated vs Ungated Content 37% 75% Of tech buyers are less likely to consider a vendor that gates the first piece of content Of tech buyers are less likely to consider a vendor that gates all content Source: LinkedIn, Nurturing the IT Committee Lead, 2014

45. Questions?

46. Leveraging Lists for Exclusions Using Existing Data to Tailor Who You’re Messaging

47. Contact Management Platforms (Known Prospects or Customers) Email Lists (Known Prospects or Customers) Retargeting Pools (Engaged Audience) We Have the Data... Website Converters (Engaged Audience) Account Lists (Prospect Accounts OR Competitors OR Clients)

48. Use Cases Content Demographic Targeting [EXCLUDING] Known or Engaged Prospects High Level Content, Introductory Assets, Value Prop/Industry News Retargeting [EXCLUDING] Current Clients Educational pieces, Product Options/Demos, Case Studies Retargeting or Demographic Targeting [EXCLUDING] Competitor List Same As Above (ensures you are not wasting impressions or sharing your content strategy) ...Now Lets Use It!

49. Balancing Accuracy with Scale Appropriately Integrate Matched Audiences with Your Strategy

50. DON’T [go too niche]

51. DO [Have a Balanced Strategy] Robust and Accurate Targeting...that’s Balanced

52. DON’T [Mix Remarketing with outside Lists] These Two Features will ‘AND’ not ‘OR’

53. It’s an Art not a Science Test What Works Best to Achieve Your Marketing Goals

54. EXAMPLE Let’s Say You Want to Target IT Decision Makers....

55. EXAMPLE It Works...But is it the Best? BASIC

56. FA=IT, Director+ in North America IT Groups with Manager+ Email Contacts in Pipeline Site Retargeting ABM List from Field Team IT Skills with Manager+ Layer IT Decision Makers EXAMPLE Let’s Get Robust

57. Questions?

58. Break

59. The Next Step in Strategy: Sales + Marketing: Better Together

60. Marrying Sales + Marketing On LinkedIn How To Guide

61. Sales and Marketing are converging Awareness Revenue Marketing Sales Marketing is... ❏ Engaging prospects deeper in the funnel ❏ Measuring impact on close rates and sales cycle Sales is... ❏ Driving brand awareness via social ❏ Playing a bigger role in educating customers

62. The Challenge LinkedIn Campaigns are bringing in leads to your inbound sales teams, but not converting to Sales Accepted leads (i.e. High Volume but Low Quality) Marrying Sales + Marketing On LinkedIn

63. The Challenge You are having trouble with scaling campaigns that are targeting your decision maker Marrying Sales + Marketing On LinkedIn

64. The Solution Identify Gaps between your Saved Leads and Target Audiences. Then adjust your marketing efforts to align with sales to increase traction and/or expand scale Marrying Sales + Marketing On LinkedIn

65. How? Sales Navigator Audience Audit

66. Engage buyers with personalized outreach Understand what buyers value Target the right buyers and companies Sales Navigator helps sales teams create value in three ways

67. Sales Navigator companies have seen the following success *Averages of influenced opportunities based on a June ‘17 analysis of 600+ CRM-synced companies with at least 6 months on contract Larger Deals when using Sales Navigator to connect with decision makers Higher Win Rates when using Sales Navigator to close deals Opportunities Sourced when using Sales Navigator to find customers* 35%+5%+34%+

68. Your Sales Team is heavily focused on the below Industries

69. Your Marketing Aligns Well With the Top Three Industries

70. But There is Room for Improvement Among Other Industries Retail Professional Services Government

71. Connect Campaign Manager to Sales Navigator Unlock an audience you couldn’t target before Target saved accounts & leads using Matched Audiences A solution to nurture your sales team’s high-value accounts and contacts Coming Soon: Sales Navigator Account and Contact Targeting

72. Questions?

73. The Next Step in Reach: Pairing Products for Impact

74. Product Pairing for Event Based Content Sponsored Content + InMail

75. Sponsored Content + InMail Sponsored InMail open rates are 128% higher if users are exposed to Sponsored Content first

76. Product Pairing for Evergreen Content Sponsored Content + Text Ads

77. Product Pairing for Evergreen Content Tech Company (Security) | 500 Employees | Privately Held

78. SnapCap is an online lending platform that specializes in offering loans to small business owners who are under-served by banks or who may not have access to capital.

79. The Next Step in Lead Gen: Lead Gen & Measurement

80. Lead Gen Forms

81. Lead Gen Forms - Demo

82. Lead Gen Forms What You’re Trying to Improve KPI Will Lead Gen Forms Help? Conversion Rate CPL Yes, by removing the friction of conversions on mobile devices Marketing Qualified Leads MQL Yes, IF what is hindering the movement to MQL or SQL is the need for prospects to download more assets or certain assets (demos, free trial etc.) Sales Qualified Leads SQL Opportunity Creation # Of Opps Touched by LI, or end ROI of LI Not Directly. May be useful to include within your strategy, but pay close attention to lead quality, and ensuring your targeting is locked in

83. Noteworthy Items: Lead Gen forms are only on mobile at this time Help to reduce the friction of a conversion on mobile Will help if your main issues are at the point of conversion, but will not be an immediate fix for quality issues that are surrounding MQL/SQL, or overall ROI

84. Campaign Measurement Conversion Tracking Conversion Demographics Website Demographics

85. Measure lead quality and advertising ROI Laptop screen area 97 Use conversion tracking Measure leads collected on your website with LinkedIn’s free native conversion tracking tool

86. Step 1. Click on “Create conversion” You can begin by going to the Account Assets menu and click on “Conversion Tracking”. There you can create a new conversion.

87. Step 2. Create your conversion Give your conversion a name. Then, define the conversion type (e.g. Lead, Add to Cart, etc.) (Optional) You can also assign your conversion a value– i.e. what a conversion is worth to your business. For a full guide on setting up Conversion Tracking, please refer to our Getting Started YouTube video series.

88. Step 3. Generate your event-specific pixel Select the “Event-specific pixel” option. This will generate a unique code for the specific conversion, which you can then install within the event-specific code (for example, inside an on-click event). APAC Conversion - Q3 FY17 $100 Warning! The above code is just an example and for illustration purposes only. You will need to generate your own unique event-specific pixel and install it.

89. Use demographic analytics Ensure you’re converting the right people: Use LinkedIn’s campaign reporting to measure the types of segments you’re converting. Campaign Demographic reporting helps you measure lead quality

90. Use demographic analytics Better understand the audience visiting your website and uncover new audiences to target Website Demographic helps you better understand audiences coming to your website

91. Questions?

92. Sally Johnson https://www.linkedin.com/in/sallyhettle/ Allie Schwartz https://www.linkedin.com/in/allieschwartz/ Thank you!

93. Appendix

94. ACQUIRE ENGAGED LESS ENGAGED Awareness Interest/Consideration Favorability Action Awareness/Thought Leadership Education Special Offer STAGE OF THE FUNNEL CREATIVE MESSAGING B2B buyers are consuming 2-7 pieces of content from a vendor before purchasing* Mapping Content to the Funnel *Source: DemandGen 2014 B2B Buyer landscape Recommended: 3-4 pieces of content per phase

95. marketer objectives Exceed • Whitepaper Download Ad Unit (Dynamic Ads) | Q3 2017 Drive content downloads with your target audience • Lead Gen Forms For Sponsored InMail | Q3 2017 Easily collect quality leads through InMail messaging using pre-filled forms • Conversion Auto-Optimization | Q3 2017 Let LinkedIn automatically adjust your Sponsored Content campaign bid to get more website conversions at a better price • Carousel Sponsored Content | Q4 2017 Better engage your audience with a content carousel • Sponsored Video | Q4 2017 Engage your audiences with video content across the web

96. value through analytics & insights Prove • 3rd Party Impression Tracking | Q3 & Q4 2017 Trusted 3rd party tracking of results • Refreshed Reporting View | Q4 2017 New reporting view to understand performance quickly and easily

97. usability of products & capabilities Simplify • Improved Ad Creation | Q3 2017 Enhanced ad preview, better sharing of account assets, and ability to edit Sponsored Content after launch • Campaign Groups | Q4 2017 Organize, manage, budget, and report across campaigns (and IOs) within one "permanent" account • Manager Accounts | Q4 2017 Allow agencies & clients to easily share access to LI business (or enterprise) accounts easily and securely

98. the audiences that matter Target • Sales Navigator Account & Contact Targeting | Q4 2017 Nurture leads saved by your sales teams • Location Targeting Options | Q4 2017 Deliver ads based on members’ profile location or profile location and IP address • Asset Management | Q4 2017 Share website audiences and uploaded lists across your Campaign Manager accounts

99. Matched Audiences Best Practice One-Sheeters

100. Matched Audiences - Retargeting Lists A few things to remember Remember to run general brand/Direct response content in addition to Retargeting to make sure you’re filling the funnel with the relevant audience Start broad -- begin by retargeting your full website traffic, and add additional filters as the audience grows Retargeting audiences must be at least 300 members in order to start serving impressions

101. Matched Audiences - Account Lists A few things to remember Target influencers or decision makers for optimal response rates. Ensure lists follow the correct formatting by using one of the templates available. Remove all special characters and check spelling Avoid hyper-targeting; it could limit scale and delivery of your campaign. This includes: • Uploading too small a list of companies or • Layering too many targeting criteria in addition to the account list.

102. Matched Audiences - Email Lists A few things to remember Ensure lists follow correct formatting and are using the approved templates. Check spelling and avoid special characters Avoid hyper-targeting; it could limit scale and delivery of your campaign. This includes: • Uploading too small a list of contacts, or • Layering too many targeting criteria in addition to the account list. Target influencers or decision makers for optimal response rates.