Target | Convert | Measure
Exceed Your
Demand Gen Goals

Ellie Weed
Enterprise Account Manager
Chicago
Carissa Perault
Senior Account Manager
San Francisco
2

1 2 3 4Content for
Lead Gen
Lead Gen
Strategies
Optimizing for
Lead Gen
Campaigns
One Click Lead Gen
Forms
5 Native
Conversion
Tracking
6 Q&A
TODAY’S AGENDA

CONTENT
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Content Marketing is the marketing and business process for creating and
distributing relevant and valuable content to attract, acquire, and engage a
clearly defined and understood target audience – with the objective of driving
profitable customer action.
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CONTENT MARKETING INSTITUTE

Our Focus Becomes Too Narrow

How Do We Break Free From The Gate?
awareness
leads
customers
strangers
subscribers
opportunities
advocates

How Do We Break Free From The Gate?
awareness
leads
customers
strangers
subscribers
opportunities
advocates
AUDIENCE MINDSET CONTENT EXAMPLES
• Dreams of owning a home, but
unsure whether it’s the right
time
• Wants to buy a home, but
unsure what to look for in a
mortgage
• Has a home in mind and ready
to buy a mortgage, but unsure
about specific features
• [Blog Post] “Top 10 Mistakes
Newlyweds Make”
• [Infographic] “Should I Rent or
Buy?”
• [Blog Post] “How to Tell a Good
Mortgage from a Bad One”
• [Video] “15 vs 30 Year
Mortgage: What to Consider”
• Mortgage calculator
• Online brochure/consult offer

Top Funnel Content Closes Deals
CREATORS OF THOUGHT LEADERSHIP BELIEVE: DECISION MAKERS SAID:
“It helps us close and win” “Directly led you to decide to give
business to a company”
20%
45%
48%C-Suite execs
BDMs
Source: LinkedIn & Edelman, “How Thought Leadership Impacts B2B Demand Generation

Gated vs. Ungated
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

Success
Source: Contently, Contently’s ROI Flipbook
Content drove an increase in
overall site traffic of 970%
970%
Open Forum is now the single
largest source of SMB leads for
American Express
#1
TD Ameritrade customers who
subscribe to thinkMoney
Magazine trade at a 5x higher
velocity
5x

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STRATEGIES

Source: 2017 DemandWave State of B2B Digital Marketing report
Generating quality leads & proving value
are the greatest challenges marketers face
56%
16%
Deliver quality leads
& prove ROI
Generating
enough leads
Producing quality
content
Securing staff
& budget
Not sure
Other
14%
8%
5%1%
WE ASKED MARKETERS
What is your
biggest digital
marketing
challenge?
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Tools for Lead Gen
Target Convert Measure
Matched Audiences
(retargeting, ABM, CRM)
1st
party user-
identified data
Sponsored Content
Text Ads
Sponsored InMail
Lead Gen Forms
Insight Tag
Conversion Tracking
Website Demographics
Click & Conversion
Demographics
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Engage your prospects with relevant content in the world’s
only professional feed and in premium placements beyondSponsored Content
CONVERT
Build customer relationships
at every stage of the buyer’s
journey on mobile, desktop,
and tablet.
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LinkedIn Sponsored InMail
Send timely, convenient, and relevant private messages
to the people that matter most to your business
CONVERT
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LinkedIn Text Ads
Generate quality leads with an
easy PPC solution
CONVERT
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19
Landing page important foundation
LinkedIn to help easily collect leads
Live Example

LinkedIn ad targeting options
Align your targeting with your lead scoring model
Company name Job title Member skills* Field of study
Based on skills, endorsements
and keywords in profile
Company industry Job seniority* Member groups Degrees
derived from Job title
Company size Job function* Member age* Member schools
derived from Job titlederived from Company Page
derived from Company Page
Derived by using the
earliest degree
Location Years of experience* Member gender*
derived from start year and
month of current roles
derived from Member name
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Demographic data from the
LinkedIn profile
*Target the prospects you care about more by retargeting your website visitors, or matching your
email contacts, account lists, marketing automation segments, against the LinkedIn audience
Email contact
targeting
Website
retargeting
Account
targeting
Data
integrations
Our data + your data:
Target the people most likely to become qualified leads
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Matched Audiences
better cost per
conversion using
website retargeting
6x higher conversion rates
compared to regular
Sponsored Content campaigns
4%
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CASE STUDY

Reach more people with the
LinkedIn Audience Network
and Audience Expansion
Engage even more qualified
prospects and discover new
potential customers by activating
the Audience Network and
Audience Expansion on your
campaigns.
LinkedIn Audience Network & Audience Expansion
TIP!
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Test One Click Lead Gen Forms
LinkedIn One Click Lead Gen Forms
Capture quality leads using forms that
are pre-filled with LinkedIn profile data
Currently available on mobile only.
TIP!
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Track your post-click activity using
the LinkedIn Insights Tag
Native Conversion tracking allows
you to track both click and
view-based conversions directly in
the Campaign Manager interface.
Set-Up Conversion Tracking
TIP!
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Real Applications
Lead Gen Case Studies

Financial customers are ever-busier.
Most customer journeys now begin and
often end mobile-first.
The pressure is on marketers to offer value
at the ‘watering holes’ where they gather,
and then offer the most seamless user
experience through acquisition.
Creating a seamless user
experience to reduce acquisition
costs by 5x

Targeting: Small businesses
Content offer: Focused content on real
benefits such as ‘ability to free up cashflow’.
Ad format: Deployed Sponsored Content
Feature: Used LinkedIn’s new
‘Lead Gen Forms’ – by automatically porting
through customer details, this offers a
seamless in-feed experience.
Sponsored Content
Lead Gen Forms
Information ported to client

leads generated
“We have seen amazing success, so much so that
almost all business units at client have sought to
meet with us to discuss how they can incorporate
this approach.”
2x
CPL decreased by
5 fold

For financial brands operating in ‘high
consideration’ markets there is an additional
challenge of attribution.
Client engagement journeys may stretch
over many months, with many touchpoints
and customer interactions (many of which
are in-person which are not recorded).
Investing in investment commentary to fuel
account based marketing is the key to
achieve stand out.
How to generate measurable return
on investment from top-level
thought leadership

Targeting: Institutional asset managers are hard
to reach and influence.
Content offer: Asset management firm had an
existing amount of content already produced –
focused on most coveted industries for them.
Ad format: Leveraged Sponsored Content with
Lead Gen Forms.
Feature: Lead Gen Forms allow a call to action
to be added to Sponsored Content. When a
member clicks on ‘Register’ a pre-filled form will
appear in feed.
Sponsored Content
Lead Gen
Forms
Information
ported to
client
Sponsored
Content

3 months,
conversion
with 1k total
subscribers generated
During 1 month
period, drove
10k+
Lead Gen Forms open
10%

OPTIMIZING
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Measure leads and conversions
from specific audiences:
Understand your converting audiences
Company name
Industry
Job function
Seniority
Geo
Company size
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Improve conversion rates by
tracking engagement throughout the funnel
Using LinkedIn data,
see the audiences that are
engaging with
different parts of your website.
RELEASING
SOON
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PILOT

Conversion Tracking Metrics

Let’s Take a
Break!

ONE CLICK LEAD
GEN FORMS
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LinkedIn Lead Gen Forms
Capture quality leads using forms that are
pre-filled with LinkedIn profile data
CONVERT
Improve conversion rates on mobile
Measure your ROI, including the
specific audience segments you’re
converting into leads
Easily manage your leads: Download
from LinkedIn or send to your CRM or
marketing automation system
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Lead Gen Forms Intro
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

DEMO

Lead Gen Forms
increase in
conversion rates
2x reduction in
cost-per-lead
44%
“Traditional landing pages take people away
from the LinkedIn platform. Having members
stay in-app with Lead Gen Forms is a
seamless user experience."
Nik Love
Digital Project Manager, IR
Full case study here: http://bit.ly/2qv4p0e
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CASE STUDY

Landing page: Ensure mobile-friendliness
Form fields
encouraged2-4
Average clicks
driven by mobile70%
Above the fold100%
TIPS!
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Not sure? Test on 3rd
party MobileTest.me
to view rendering
across devices

Improve your conversion rates
BEST PRACTICE
Use Lead Gen Forms to
increase conversion rates
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Design your landing pages
for mobile visitors
80% of engagement
with Sponsored Content happens
on mobile.
Ensure your landing pages are
mobile-optimized so you capture as
many leads as possible on your site.
Run multiple ad products
Lead Gen Forms can get up to
3x
better conversion rates
than Sponsored Content driving
traffic to advertiser landing pages
with standard lead forms.
Sponsored Content campaigns get up to
37%
higher click-through rates
when running with Sponsored InMail for
at least 2 weeks, targeting the same
audience.

CONVERSION
TRACKING
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What does the Insights Tag do?
Website Retargeting
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Laptop screen area
Conversion Tracking &
Auto-Optimization*
Website Demographics*
*Coming in Q3
Tips when using the Insights Tag:
● Place the tag in the Global Footer of your site
● Only have one Insights tag on your landing pages to prevent tracking
discrepancies
● Need an Image pixel? Reach out to your LinkedIn rep for more info!

Laptop screen area
Measure lead quality and advertising ROI
Add LinkedIn Insight Tag
to your website
The Insight Tag lets you
measure conversions, site visitors,
and other meaningful business data.
STEP 1
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Measure lead quality and advertising ROI
STEP 2
Laptop screen area
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Use conversion tracking
Measure leads collected on
your website with LinkedIn’s
free native conversion
tracking tool

Use demographic analytics
Ensure you’re converting the
right people: Use LinkedIn’s
campaign reporting to
measure the types of
segments you’re converting.
Measure lead quality and advertising ROI
STEP 3
Laptop screen area
49

Use conversion tracking
auto-optimization
Set your campaigns to
optimize toward the highest
converting ad.
Measure lead quality and advertising ROI
STEP 4
Laptop screen area
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Track the lead metrics that matter most
Cost per lead
Cost per
qualified lead
Cost per acquisition,
revenue per lead
LinkedIn advertisers often
pay less per qualified
lead and new customer
acquired compared to other
ads platforms
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STEP 5

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Let’s Apply It!

Mountain View, California based company founded in 2007 that
develops financial software as a service application
About Fix Dex
• Demand Generation
• Primarily MQLs (Marketing Qualified Leads)
Business Objective
KPI Specifics
Fix Dex
• (main objective) Drive Marketing Qualified leads at a cost of under
$300
• (main objective) Drive 400 MQLs for the quarter from Linkedin
• (secondary objective) Drive a CPL of under $100

Sponsored Content:
• $100k - Bulk of the Quarterly Budget
Text Ads:
• $20k for the Quarter
Pick Product Mix & Set Budgets
5 6432
PickaProductMix&SetBudgets
1
Targeting
LAN/LeadGenForms/AudienceExpansion?
ConversionTracking
Measure
Optimize
Setting Up For Lead Gen Success

Sponsored Content:
• $100k - Bulk of the Quarterly Budget
• Focused on the IT Committee Audience (all decision makers at
the table + influencers)
• Evergreen content with 3:1 Ratio --- 3 gated, 1 ungated
• Retargeting + ABM
Text Ads:
• $20k for the Quarter
• Free Demo offer targeted to the ITDM audience
Select Targeting
5 643
PickaProductMix&SetBudgets
1
ConductaKickoffCall
Measure
Optimize
2
Targeting
2
LAN/LeadGenForms/AudienceExpansion
ConversionTracking
Setting Up For Lead Gen Success

LAN/Lead Gen Forms/Audience Expansion
5 641
ConductaKickoffCall
Optimizations&BugProcess
ConversionTracking
Measure
Optimize
2
Targeting
3
LAN/LeadGenForms/AudienceExpansion
Setting Up For Lead Gen Success
PickaProductMix&SetBudgets
Sponsored Content:
● Utilizing Lead Gen Forms on one campaign to test out MQLs
● Audience Expansion not enabled
● Testing LAN with a campaign that is more Educational in nature
Text Ads:
● Enabling Audience Expansion to expand the reach for the Free
Demo + test traction

Sponsored Content
• Enabled for all assets with a form fill
• NOT Enabled for ungated assets; decided this in order to not skew front
end metrics, and be able to leverage eCPC bidding option
Text Ads
• Enabled for all Free Demo assets to A/B test traction for each
Conversion Tracking
61 5
Measure
Optimize
2
Targeting
3
LAN/LeadGenForms/AudienceExpansion
4
ConversionTracking
Setting Up For Lead Gen Success
PickaProductMix&SetBudgets

Sponsored Content:
• Measuring CPL on frontend and backend (to ensure a close match or even
ratio)
○ Looking at this on both the campaign and asset level
• Measuring MQLs through Marketo
○ Looking at this on both the campaign and asset level
• Leveraging Demographic Reporting within the Campaign Manager tool to
see traction by Functional Area, Seniority, and Industry
Text Ads:
• Same as above
• In addition, paying special attention to titles that may not be on our radar
that are converting on Free Demo offer
Measure
61 2
Targeting
3
LAN/LeadGenForms/AudienceExpansion
4
ConversionTracking
5
Measure
Optimize
Setting Up For Lead Gen Success
PickaProductMix&SetBudgets

Performance after 1mo in Market:
● SC: Achieving a $42 CPL, but cost per MQL is sitting at ~$330
● SC: High engagement (0.98% CTR) from the Healthcare industry, but low
conversions
● SC: Many impressions going to Sales professionals who also have high
engagement (this does not come through as an MQL for Fix Dex)
● Text Ads: On benchmark front end performance, but extremely efficient
CPL of $62, and an cost per MQL of $220
Optimizations:
● SC: Excluding Healthcare from all campaigns but (1) which will be targeted
specifically at that industry with new content
● SC: Excluding ‘Sales’ as a function from all Campaigns
● Text Ads: Rotate out bottom posts, and expand on the assets that are
working to keep content fresh ---- Shifted $10k addition spend to scale out
program and measure to ensure cost per MQL remains steady
Optimize
1 2
Targeting
3
LAN/LeadGenForms/AudienceExpansion
4
ConversionTracking
5
Measure
6
Optimize
Setting Up For Lead Gen Success
PickaProductMix&SetBudgets

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PUTTING IT ALL
TOGETHER
A step-by-step path to
demand gen on LinkedIn

TARGET
CONVERT
MEASURE
1
2
3
4
5
6
Target your ideal customer persona
with accurate, profile-based
demographic targeting.
Target people likely to convert
with Matched Audiences to
engage people who’ve shown
affinity for your brand; for
example, website visitors.
Publish content relevant to the
professional mindset on mobile and
desktop by leveraging Sponsored
Content, Sponsored InMail, and Text Ads.
Seamlessly collect leads using forms
pre-filled with quality LinkedIn profile
data: On your website with LinkedIn
AutoFill, or directly in the LinkedIn app
with Lead Gen Forms.
Measure lead quality,
return on ad spend, conversion
rates, new site visitors acquired,
and more using built-in
campaign lead reporting and
conversion tracking.
Use campaign and website
analytics to optimize your results
for even greater impact
Iterate and Improve
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THANK YOU