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Live Panel Webinar: Hear It from the Pros
The document discusses strategies for effectively engaging business audiences on LinkedIn, emphasizing the importance of relevant content in influencing purchasing decisions. It presents insights from industry experts on how to nurture leads from initial awareness to conversion, advocating for a multi-channel marketing approach. Additionally, it highlights LinkedIn's advantages, such as precise targeting and higher conversion rates compared to other channels.
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Live Panel Webinar: Hear It from the Pros
- 2. 2 Top Strategies forEngaging Business Audiences with LinkedIn
- 3. • Got aquestion? Submit it in the Q&A box. • Tweet along with #LinkedInPros • Follow us for more: @LinkedInMktg • Subscribe to the LMS Blog by texting 948222 to (781)262-3877. How to Engage with Us Sean Callahan Senior Manager, Content Marketing LinkedIn Moderator
- 4. Our Panel Amanda Halle SeniorManager, Marketing LinkedIn Jaslyn Law Integrated Marketing Manager Jive Software Priyank Savla Digital Marketing Manager NetBrain
- 5. 10 Pieces of content areconsumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google 90% Before customers reach out directly Source: Forrester, “Accelerating Revenue in a Changed Economy” Influencing the buyer’s journey
- 6. Relevant content isthe answer.
- 7. 41% of online adsreach the wrong audience* 60-70% Content goes unread** 5% Fill out a form*** *Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decisions ***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. The challenge remains: Reach the right people and convert high quality prospects
- 8. Reach only theright people Deliver highly relevant content in the right channel Acquire new customers efficiently Imagine if the funnel worked like it should
- 9. 9 Top Strategies: JiveSoftware Jaslyn Law Integrated Marketing Manager Jive Software
- 10. Jive provides communication& collaboration solutions for business. • Social collaboration software that drives strategic alignment and employee productivity • Customer and partner communities that drive brand affinity, better service, and lower support costs 10 Jive Helps People Work Better Together
- 11. Generally, digital marketerswant to invest the bulk of their limited marketing dollars where there is proven ROI. For B2B, this usually means driving paid traffic to a landing page whose content is hidden behind a form, via channels such as SEM, webinars, display, content syndication, and social. 11 Challenge: Transcend Traditional “Lead Gen” Leads $$$
- 12. Awareness Knowledge Conversion Opportunity: If aprospect isn’t ready to sign up for a demo or for gated content, we don’t want to miss the chance to engage. • Identify and engage with prospects at all stages of sales cycle • Deliver relevant content • Measure impact of ungated content 12 Nurturing Leads from Awareness to Conversion Sponsored Updates Lead Accelerator InMail
- 13. Awareness Knowledge Conversion 13 Nurture Is NoLonger Only for E-mail Marketing Sponsored Updates Lead Accelerator InMail Ungated Content Ungated & Gated Content Gated content • LLA mobilizes paid traffic to ungated content for lead gen • Multiproduct strategy amplifies engagement & consequently conversion • With LMS, we serve prospects the right content at the right time
- 14. 14 Top Strategies: NetBrain PriyankSavla Digital Marketing Manager NetBrain
- 15. NetBrain provides anautomation platform for large enterprises. • Helps engineers document their network automatically • Helps enterprises avoid network outages 15 NetBrain Automates Tedious Network Tasks
- 16. 16 Marketing Mix Modern Traditional Social Search Retargeting BannerAds Newsletters Content Syndication
- 17. Educate Prospects &Generate Quality Leads 17 Campaign Objectives
- 18. Education vs. Sign-ups 18 ContentRich Landing Pages
- 19. 19 Benefits of LinkedIn • Precise Targeting • Least Noisy Channel • 10x Higher CTR Compared to Emails • Instant User Feedback on Posts • 40x ROI
- 20. 20 Top Strategies: LinkedIn AmandaHalle Senior Manager, Marketing LinkedIn
- 21. Onsite Display Network Display SponsoredUpdates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results The only full-funnel professional platform
- 22. Marketing Solutions Funnel Tasks SAO MQLs Marketinginquiries Closed won Inbound (Demand Generation) SQO Marketing Driven Inquiries Marketing Qualified Leads Opportunity at 5% - Accepted by SD Opportunity at 10% - Accepted by AE Inquiries that are passed to SD for follow- up Bookings tracked against SQOs
- 23. 23 LinkedIn Marketing Solutionsuses a multi-Channel approach to launching new assets Sales Dev Email Lead Accelerator SEM Sponsored Updates Off platform paid promotion Social feeds LinkedIn Display Webcasts Asset Landing Page Channels Landing page Sponsored InMail Blog LinkedIn Network Display
- 24. Multi-channel approach toall campaign launches always includes LOL assets Homepage Bouncers Onsite & Offsite Display
- 25. Sponsored Updates &InMail
- 26. LinkedIn is thebiggest channel for LMS, providing a consistent flow of leads Email 25% LinkedIn 29% Webcast 11% Google Paid Search 8% Blog 7% Email Nurture 5% 3rd Party Display 4% Facebook Advertising 3% Tradeshows 3% Misc 2% Referral 2% Organic Search 1% MQLs
- 27. 27 Roundtable Topic #1: TheComplexity of the Buyer’s Journey
- 28. How does thebuyer’s journey impact your marketing? Amanda Halle Senior Manager, Marketing LinkedIn Jaslyn Law Integrated Marketing Manager Jive Software Priyank Savla Digital Marketing Manager NetBrain
- 29. 29 Roundtable Topic #2: ReachingProspects
- 30. How do youreach prospects across multiple channels and devices? Amanda Halle Senior Manager, Marketing LinkedIn Jaslyn Law Integrated Marketing Manager Jive Software Priyank Savla Digital Marketing Manager NetBrain
- 31. 31 Roundtable Topic #3: LinkedInand the Marketing Mix
- 32. How are youusing LinkedIn Marketing Solutions in an integrated way? Amanda Halle Senior Manager, Marketing LinkedIn Jaslyn Law Integrated Marketing Manager Jive Software Priyank Savla Digital Marketing Manager NetBrain
- 33. 33 Roundtable Topic #4: Buildingthe Right Team
- 34. How is yourmarketing team structured? Amanda Halle Senior Manager, Marketing LinkedIn Jaslyn Law Integrated Marketing Manager Jive Software Priyank Savla Digital Marketing Manager NetBrain
- 35. 35 Roundtable Topic #5: LessonsLearned and Plans for the Future
- 36. What are yourtop successes and lessons learned from this year? Amanda Halle Senior Manager, Marketing LinkedIn Jaslyn Law Integrated Marketing Manager Jive Software Priyank Savla Digital Marketing Manager NetBrain
- 37. 37 Q&A Subscribe to theLMS blog by visiting marketing.linkedin.com/blog or texting 94822 to (781) 262-3877.
- 38. ©2014 LinkedIn Corporation.All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.