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Keith Richey
Director, Global Marketing
April 15, 2015
New ways to succeed with
marketing on LinkedIn
New keys to success
Our team’s approach
Buyer evolution
It’s a challenging world
Before customers
reach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide ...
Increase targeted reach and quality conversions
4
The challenge:
Fill out a form*
Open emails**
Opportunities captured
*B2...
5
Imagine if the funnel worked like it should
Reach only the right people
Deliver highly relevant
and helpful content
Tail...
6
The only full-funnel professional platform
Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accele...
New keys to success
Our team’s approach
Buyer evolution
Nurture
Deliver helpful content at the right time, based
on who they are and what matters to them
Measure
Track branding a...
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
32M
347M+
Professionals
join daily
Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation
Shares
content daily
on LinkedIn
Member of
groups about
entrepreneurship
and business
500+
connections
Small business owne...
Small business owner
John Smith
Advance
his career
Help his
company grow
Build
new skills
Measure and optimize your reach and conversion
13
Optimization
Full-funnel analytics
Convert
# of targeted actions
Actions...
14
15
Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics
& reporting
pr...
• Target LinkedIn members with
accuracy to drive brand objectives
• Engage your audience in a high quality
professional co...
• Target professionals who live in target cities along key
routes
• Identify members who belong to LinkedIn groups
related...
• Target professionals with accuracy and
scale across the web
• Reach your audience with frequency to
increase awareness a...
OpenDNS reached, nurtured, and converted
IT decision makers with LinkedIn Network
Display and Lead Accelerator.
• Drove mo...
Deliver rich content in the LinkedIn feed across all devices
LinkedIn Sponsored Updates
Adobe shaped brand perception
among marketing decision makers
with Sponsored Updates
• 50% more likely to agree that “Adob...
• 38% more leads than other social channels
• 65% lower cost per lead than other social channels
Results:
“Sponsored Updat...
Drive more leads and get the attention of your highest-value audiences
on LinkedIn with targeted messages delivered right ...
• 48% open rate
• 11x higher response rates vs internal email
• 73% lower cost per lead than competitor
Results:
“With Spo...
DISPLAY AD
• Convert the 95% of anonymous web visitors
who don’t provide an email addresses
• Engage the 80% of known pros...
LinkedIn Lead Accelerator
Marketing automation for display and social advertising
“As soon as a prospect engages and shows interest in a particular
program, they start receiving sequenced messaging that’s...
“We can reach prospects anywhere online and
make every interaction with them more personal
and relevant throughout the buy...
29
Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics
& reporting
pr...
Nurture
Deliver helpful content at the right time, based
on who they are and what matters to them
Measure
Track branding a...
New keys to success
Our team’s approach
Buyer evolution
Content is core
EVENTS
CAMPAIGNS
SOCIAL +
ONLINE
CONTENT
Big Rock content fuels performance
34
Extend the mileage with ‘turkey slices’
Blog: Focus on relevance, variety, frequency
The Blogging Food Groups
A steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
...
LinkedIn Showcase Page as key content hub
 Customer engagement
 Channel traffic
 High quality leads – 30% of
leads in any quarter
Sponsored Updates drive results
Targeted InMails complement the feed with even more
personal communication
Marketing Solutions LLA Streams
Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates
Week
1
Week3Week2
Full-funnel marketing drives results
47%
% of total inquiries driven by
social YTD
29x
Increase in organic blog visitors
Y...
42
Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics
& reporting
pr...
Nurture
Deliver helpful content at the right time, based
on who they are and what matters to them
Measure
Track branding a...
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demog...
Synchronize your Lead
Accelerator programs with your
Eloqua email nurture programs
Actively and intelligently engage
prosp...
Increase conversion rates with AutofillStep 3
Improve quantity and quality of
leads through access to
LinkedIn’s professio...
Optimize ad creative and nurture stream design through detailed
insights and platform-supported A/B testing
Step 4
Turn me...
Track metrics including lift in
visits, engagement, conversions
by nurture path, and more
Get clear insight into nurturing...
Ensure success with Lead Accelerator LaunchPad
Hands-on guidance from dedicated B2B marketing experts
EACH LAUNCHPAD INCLU...
Reach more of the right target wherever they are online
Drive them to your site
SMB owner
San Francisco
1 website visit this week
No downloads so far
Nurture more of your audience into named prospects
M...
SBM owner
San Francisco
1 website visit this week
No downloads so far
Nurture more of your audience into named prospects
M...
SBM owner
San Francisco
1 website visit this week
No downloads so far
Nurture more named prospects
to acquired customersDI...
Webinar: New Ways to Succeed with Marketing on LinkedIn
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Webinar: New Ways to Succeed with Marketing on LinkedIn

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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.

Published in: Marketing
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Webinar: New Ways to Succeed with Marketing on LinkedIn

  1. 1. Keith Richey Director, Global Marketing April 15, 2015 New ways to succeed with marketing on LinkedIn
  2. 2. New keys to success Our team’s approach Buyer evolution
  3. 3. It’s a challenging world Before customers reach out directly Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google
  4. 4. Increase targeted reach and quality conversions 4 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
  5. 5. 5 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
  6. 6. 6 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
  7. 7. New keys to success Our team’s approach Buyer evolution
  8. 8. 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 8 3 keys to more effective marketing Reach Reach the right people with accurate targeting
  9. 9. 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 32M 347M+ Professionals join daily
  10. 10. Connections Company Industry Size Name GenderEducation Geo Groups Standardized job titles SeniorityFunction Occupation
  11. 11. Shares content daily on LinkedIn Member of groups about entrepreneurship and business 500+ connections Small business owner John Smith
  12. 12. Small business owner John Smith Advance his career Help his company grow Build new skills
  13. 13. Measure and optimize your reach and conversion 13 Optimization Full-funnel analytics Convert # of targeted actions Actions per visitor Actions/impressions by targeted audience Cost per action Reach Targeted reach and website traffic New visitors introduced Cost per introduced visitor Visits and pageviews per visitor
  14. 14. 14
  15. 15. 15 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
  16. 16. • 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
  17. 17. • 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
  18. 18. • 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
  19. 19. 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:
  20. 20. Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates
  21. 21. 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:
  22. 22. • 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
  23. 23. 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
  24. 24. • 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
  25. 25. 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 5 John Smith DISPLAY AD #1 SU #1 #1
  26. 26. LinkedIn Lead Accelerator Marketing automation for display and social advertising
  27. 27. “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
  28. 28. “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
  29. 29. 29 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
  30. 30. 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 30 Reach Reach the right people with accurate targeting 3 keys to more effective marketing
  31. 31. New keys to success Our team’s approach Buyer evolution
  32. 32. Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT
  33. 33. Big Rock content fuels performance
  34. 34. 34 Extend the mileage with ‘turkey slices’
  35. 35. Blog: Focus on relevance, variety, frequency
  36. 36. 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
  37. 37. LinkedIn Showcase Page as key content hub
  38. 38.  Customer engagement  Channel traffic  High quality leads – 30% of leads in any quarter Sponsored Updates drive results
  39. 39. Targeted InMails complement the feed with even more personal communication
  40. 40. Marketing Solutions LLA Streams Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates Week 1 Week3Week2
  41. 41. Full-funnel marketing drives results 47% % of total inquiries driven by social YTD 29x Increase in organic blog visitors YoY 7.5x Organic LMS website visits growth YOY 25% % of new customer acquisition sourced by marketing
  42. 42. 42 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
  43. 43. 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 43 Drive more effective marketing Reach Reach the right people with accurate targeting
  44. 44. Identify the onsite behaviors that indicate high engagement or specific interests Define the most desirable business demographic segments Understand the audiences that have already taken specific actions on your site or converted Identify and target your highest-value audience segmentsStep 1
  45. 45. Synchronize your Lead Accelerator programs with your Eloqua email nurture programs Actively and intelligently engage prospects with online display ad as well as Facebook and LinkedIn for social and mobile Deliver the right message to the right person at the right time Deliver sequenced messaging across display and social ads that are targeted by audience segment and stage in the funnel Step 2
  46. 46. Increase conversion rates with AutofillStep 3 Improve quantity and quality of leads through access to LinkedIn’s professional data Instantly populate lead forms with accurate, LinkedIn profile data Make it easy to fill out forms on mobile with a single click
  47. 47. Optimize ad creative and nurture stream design through detailed insights and platform-supported A/B testing Step 4 Turn messages on and off or swap out creative based on real- time performance Gain insights at every step of the nurturing process to assess impact and engagement Optimize targeting and nurture streams based on interaction, engagement and other metrics
  48. 48. Track metrics including lift in visits, engagement, conversions by nurture path, and more Get clear insight into nurturing effort results via out-of-the-box, full-funnel reporting Use these results to inform how you build out new target segments and nurture streams Measure program impact at every stage of the buying process through built-in reporting and analytics Step 5
  49. 49. Ensure success with Lead Accelerator LaunchPad Hands-on guidance from dedicated B2B marketing experts EACH LAUNCHPAD INCLUDES BENEFITS On-site marketing strategy & planning Nurture stream development, ad modifications and launch Post-launch optimization and hand- off Learn best practices Learn best practices for campaign planning, creative messaging, and optimizing ROI across all segments Gain expertise Become confident in the mechanics of Lead Accelerator Drive results Turn insights and expertise into successful campaigns that will drive conversions and increase funnel velocity
  50. 50. Reach more of the right target wherever they are online
  51. 51. Drive them to your site
  52. 52. SMB owner San Francisco 1 website visit this week No downloads so far Nurture more of your audience into named prospects Message 1 Message 2 Message 3 DISPLAY SOCIAL Message 1 Message 2 Message 3
  53. 53. SBM owner San Francisco 1 website visit this week No downloads so far Nurture more of your audience into named prospects Message 1 Message 2 Message 3 DISPLAY SOCIAL Message 1 Message 2 Message 3
  54. 54. SBM owner San Francisco 1 website visit this week No downloads so far Nurture more named prospects to acquired customersDISPLAY SOCIAL Message 1 Message 2 Message 3 Message 1 Message 2 Message 3 John Smith is your new customer Message 4 Message 5 Message 6 Message 4 Message 5 Message 6 Of purchases have higher value from nurtured leads Source: Lead Nurturing: The Secret to Successful Lead Generation, Aberdeen Group

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