Pagal vartotojų skaičių LinkedIn užimą 4 vietą ir yra didžiausias “profesinis” socialinis tinklas pasaulyje. Būtent todėl galime teigti, jog jis yra pagrindinis kanalas B2B komunikacijai. Pranešimo metu Marius papasakos apie strategijas ir taktikas, kaip išnaudoti LinkedIn Jūsų prekės ženklo rinkodarai, “lead’ų” generavimui ir pardavimų skatinimui.

1. E-Komercija, 2017
Marius Ivanovas
Head of Sales Baltics
LinkedIn for B2B marketing

2. 32M
380M+
Worldwide in 2009
Worldwide in
2016
310K+
profiles in
Lithuania
200K+
Professionals
join daily

3. Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation

5. 5
Reach only the right people
Deliver highly relevant
and helpful content
Tailor your message based on
where they are in the decision process
IMAGINE IF THE FUNNEL WORKED LIKE IT SHOULD

6. Shape Perception
Establish Trust
Drive traffic for nurturing
Earn new
leads
Nurture to
convince and
convert
Content Through the Buyer’s Journey
Infographics, blog posts, industry trends, influencer content, “behind
the scenes” and exclusive content
Best practice guides, case studies, product reviews, analyst reports,
webinars, blog posts
White papers, research briefs, comparisons, analyst reports
Newsletters, recommendations, case studies, product demos, trials,
tutorials

7. 7
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
LINKEDIN FULL-FUNNEL PLATFORM

8. Deliver rich content in the LinkedIn feed across all devices
LINKEDIN SPONSORED UPDATES
• Deliver right message to right audience
• Drastically increase reach of your posts
• Explore the possibilities of paid as well as
earned media

9. • Precise targeting
• Social Spotlight Ads
• Or Rich media Display Ads
Reach and engage more than 380M + professionals
LinkedIn Onsite Display

10. Drive more leads with targeted messages delivered to the inbox
LINKEDIN SPONSORED INMAIL

12. DEFINE OBJECTIVES AND KPIs

13. Build Brand & Drive Leads
“The Sophisticated Guide” has been LinkedIn top lead gen content for 3
years
MQLNO YES REVENUESALESNURTURE
NO
BLOCKBUSTER

14. LinkedIn planning flow
Using LinkedIn data to inform each step in the below process
AUDIENCE CREATIVE DISTRIBUTION

15. Audience Insights1

16. We Start By Identifying The Right Buyers
Using our LinkedIn Insights Tag to create propensity models
15 K
BDM’s Sphere
of Influence
5 K
BDMs
1 K
CXOs

17. Then We Analyse Their Topical Interests
Leveraging LinkedIn’s data to determine which topics are ownable
0%
4%
8%
12%
16%
CXOShareofUSEngagement
Business Intelligence All
Oil & Energy Engagement
Clicks + Likes + Comments +
Shares
Energy Audits
Smart Grid
Smart Metering
Sustainable Energy
Renewable Energy
Energy Conservation
Energy Efficieny
Reserves
Climate Change
Offshore Drilling

18. Creative Strategy2

19. 1. Based On Original Insights

20. 2. Designed For Social First
Insights must come to life in the feed, not on a site or in a PDF

21. 3. Should Enable Touchpoint Consistency
A unified experience across all channels improves recall + consideration

22. 4. Should Feature Brand Characters
People trust people more than faceless corporations

23. Distribution Tactics3

24. 1. Delivered Via Native Formats
Our data can power personalised, sequential messaging

25. 2. Should Reach The Entire Committee
Focus on “relevant reach” today *and* tomorrow
TARGETED
BUYER
Junior Decision Makers
Extended Buying
Committee

26. 3. Obey The 60/40 Rule
Blend lead-gen into your brand-building efforts
“Investment in long-term brand building,
combined with short term brand activations
to reap the sales benefits of those
investments”
60% BRAND / 40% LEADS

27. 4. Fuel Always-On Marketing
It’s the best way to minimize costs and maximize recall
Spend
CTR
7+Impressions for
Ad Recall

28. THREE
KEY TAKEAWAYS

29. 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

30. T H A N K Y O U
Marius Ivanovas
ivanovas@httpool.com
+370 609 63302