Hoe effectief leads genereren op LinkedIn - Presentatie LinkedIn Congres 2 maart 2015.

1. SOCIAL BUSINESS
Hoe zet je effectief LinkedIn in om leads te
genereren?

2. © 2015 EXACT
Over Exact
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3. © 2015 EXACT
Jeroen Ederveen
Jeroen Ederveen
Senior Online Marketing Specialist
Internationaal ervaren op het gebied van B2B online
marketing in IT. Demand en lead generation, lead nurturing
en social selling.
+31 620 333 121 | jeroen.ederveen@exact.com
@ederveen | linkedin.com/in/ederveen
- SOCIAL BUSINESS: LEADS GENEREREN MET LINKEDIN3

4. © 2015 EXACT - SOCIAL BUSINESS: LEADS GENEREREN MET LINKEDIN4

5. © 2015 EXACT
EEN SNOEP-
WINKEL MET
MEER DAN
350 MLN
PROFIELEN
- SOCIAL BUSINESS: LEADS GENEREREN MET LINKEDIN5

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UP-TO-DATE
CRM
- SOCIAL BUSINESS: LEADS GENEREREN MET LINKEDIN6

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HET GAAT
OM DE BIG
PICTURE.
ONLINE
PRESENCE IS
NIET
GENOEG.
- SOCIAL BUSINESS: LEADS GENEREREN MET LINKEDIN7

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Website
- Contactforms
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- Newsletter
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AdWords (SEA)
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LinkedIn, Twitter
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MQL
None
CRM
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Nurturing
Program
Remarketing
Demand generation Leadgeneration Sales funnelLead Qualification
Lead Scorings Matrix WonLost
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Voorkom suboptimalisatie
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Directe conversie is
een utopie
The Buyer’s Journey
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De eerste stappen tot aankoop…
Awareness Consideration Purchase
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Touch, Tell, Sell
Praktisch stappenplan
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13. © 2014 EXACT
STAP 1: FIX
THE BASICS
FIRST
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Stap 2: Doelgroep bepalen
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Stap 3: Touch & Tell
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Stap 4: Sell
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17. © 2015 EXACT
Touch, Tell, Sell op LinkedIn
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Target
Accounts
Sponsored
Updates
InMails &
Retargeting

18. © 2015 EXACT
Tips & Trics
1. Touch, Tell, Sell!
2. Gebruik de ‘exclude’-functie voor targetting binnen MKB; nog niet alle bedrijven hebben een
company page.
3. Stuur je updates eerst organisch, ‘populaire’ posts scoren veel beter.
4. Benchmark engagement op posts: 0.5% is goed, > 1% geweldig.
5. Gebruik Direct Sponsored Content bij veelvuldig gebruik of testen.
6. Verrijk je CRM a.d.h.v. social logins.
- SOCIAL BUSINESS: LEADS GENEREREN MET LINKEDIN18

19. © 2015 EXACT
De LinkedIn Lead Accelerator (LLA)
- SOCIAL BUSINESS: LEADS GENEREREN MET LINKEDIN19

20. © 2015 EXACT
Website
- Contactforms
- Quotations
- Downloads
- Webinars
- Newsletter
Google
AdWords (SEA)
Social
LinkedIn, Twitter
SQL
MQL
None
CRM
Lead
Nurturing
Program
Remarketing
Demand generation Leadgeneration Sales funnelLead Qualification
Lead Scorings Matrix WonLost
Google
Organic (SEO)
Email
Newsletters, Updates,
Promotions
The Bigger Picture
- SOCIAL BUSINESS: LEADS GENEREREN MET LINKEDIN20
Display Advertising
RTB
Content Marketing
Blog

21. © 2015 EXACT
Q&A
@ederveen
jeroen.ederveen@exact.com
linkedin.com/in/ederveen
+31 6 20 333 121
- SOCIAL BUSINESS: LEADS GENEREREN MET LINKEDIN21

22. © 2015 EXACT
Disclaimer
This document contains certain statements and expectations that are forward looking, and which are
based on information and plans that are currently available. By their nature, such forward-looking
statements and expectations generate risk and uncertainty because they concern factors and events in
the future and depend on circumstances that may not occur.
Unforeseen factors that could influence the statements and expectations may, for instance, be changes
in expenditures by companies in the markets we operate in; economic, political and foreign exchange
fluctuations; possible statutory changes; changes in salary levels of employees; or future takeovers and
divestitures.
Exact can therefore not guarantee the accuracy and completeness of such statements and expectations,
nor that such statements and expectations will be realized. Actual results may differ materially. Exact
refuses to accept any obligation to update statements made in this document.
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