Live Webinar: Killer Demand Gen Strategies: Qualtrics
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The webinar covered Qualtrics' lead generation strategies on LinkedIn, including how they use sponsored updates and InMails for different product campaigns and audiences. Qualtrics representatives discussed how they target the right professional audiences for their survey products. They shared best practices for driving event registrations through social media outreach, including conveying value, using compelling visuals and calls to action, and optimizing content for mobile. The presentation emphasized tailoring messaging to attract attendees and focusing on the value of events for members.
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Live Webinar: Killer Demand Gen Strategies: Qualtrics
- 1. Live Webinar: How Qualtrics is Killing It with Lead Generation on LinkedIn Irina Skripnik Product Marketing Manager, LinkedIn Mike Maughan Head of Brand Growth Qualtrics Mitchell Wright Demand Generation Qualtrics
- 2. 2 Agenda Strategy deep-dive with Qualtrics Event Registration Best Practices from Successful Customers Q&A
- 3. Killer Demand Gen Strategies SM
- 4. • Who is Qualtrics • Marketing Objectives • Sponsored Updates & Sponsored InMails • Campaigns By Product • Choosing Our Target AudienceWhat we’ll cover
- 5. Brands & Organizations 7K + of the top 100 business schools 99 Users 1.8M+ Used In Countries 75+ The World’s Leading Enterprise Survey Platform PROVO / USA DUBLIN / IRL SYDNEY / AUS SEATTLE / USA DALLAS / USA WASHINGTON DC / USA
- 6. Leading Enterprises Choose Qualtrics more than 7,000 and growing
- 8. Marketing Objective Connect with people and organizations that will most benefit from our products and services
- 9. Customer Insights Voice of the Customer Programs Customer Satisfaction Surveys Net Promoter Systems Website Experience Feedback Employee Insights 360-degree Employee Feedback Employee Engagement Surveys Employee Satisfaction Surveys Exit Interviews Market Insights Ad Testing Concept Testing Market Research Academic Studies Wide Variety of Products for a Wide Variety of Roles
- 10. Driving Leads to Events: One of the unsung heroes of demand generation • Be relevant • Be direct • Be creative • Be integrated
- 11. Sponsored Updates and Sponsored InMails CXweek™ A Case Study
- 16. Sponsored InMail
- 17. Sponsored InMail
- 19. Strategy and Messaging Sponsored Updates: Wide Audiences
- 22. Choosing a Target Audience
- 23. LinkedIn Sponsored InMail & Sponsored Updates Event Registration Best Practices from Successful Customers
- 24. Address your audience directly, ask them questions Strong Visuals: Attention grabbing images such as recognized leaders, interesting infographics Type of content: Snack-able content, Lists, valuable industry insights Be Concise: Keep your intro to 150 characters Anatomy of a Successful Sponsored Update
- 25. Anatomy of a Successful Sponsored InMail Inbox Preview Limit subject & description to 3-8 words. Long previews may get cut off if they are over the character limit Make it clear this is an invitation and speak to your audience Use the description to give member a reason to open the message. Content, context and call to action determines whether sender is company or an individual
- 26. Anatomy of a Successful Sponsored InMail Message Strong visual: Support your message content and call to action, but not distract Be concise and relevant: Address your audience and get their attention with a clear value. Keep your copy under 1000 characters Strong call to action: Make it clear what action you want the recipient to take
- 27. Speak directly to the audience you are targeting Be Personal
- 28. 28 Speak directly to the audience you are targeting Be Personal
- 29. Use strong language to create sense of urgency to drive registrations 29 Be timely
- 30. Use strong language to create sense of urgency to drive registrations Be timely
- 31. Convey the value of your webinar to your target audience 31 Be helpful
- 32. 32 Tell your audience about yourself and why they should attend your event Be Personal Convey the value of your webinar to your target audience Be helpful
- 33. Use large images to emphasize your event’s value and CTA 33 Be visual
- 34. 34 Use the side image banner to highlight your event and CTA Be visual
- 35. Keep your intro under 150 characters for optimal mobile conversions 35 Be Mobile
- 36. 36 3Optimize your body copy, formatting and CTA for mobile Be Mobile
- 37. Re-use your webinar content to fuel your demand gen efforts further 37 Be resourceful
- 38. 38 Include a link to your profile to connect with your audience Be resourceful
- 39. 39 You need to GIVE value to GET value. Focus the message on the value of the event for the member Create a sense of urgency to drive event registrations Tailor the message to draw their attention on how this event will make them more successful Include a clear call to action to drive desired behavior effectively Keep it concise. Read your message out loud and see if it feels too long. Does it hold up interest? Key Take-aways
- 40. Marketing.Linkedin.com Irina Skripnik Product Marketing Manager, LinkedIn Mike Maughan Brand Growth Qualtrics Mitchell Wright Demand Generation Qualtrics
- 41. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. Irina Skripnik Product Marketing Manager, LinkedIn Mike Maughan Brand Growth Qualtrics Mitchell Wright Demand Generation Qualtrics
Editor's Notes
- We're all looking for ways to do our jobs more effectively and efficiently. Qualtrics has products that empower people to do that But that means finding the people and organizations who will most benefit from using Qualtrics. Qualtrics uses sophisticated LinkedIn targeting to approach the right people with the right message Whether for a specific product With thought leadership, or Invitations to premier online events Etc
- Here’s what we’ll cover First we want to give you some context as to what Qualtrics is and what we do as that will inform the rest of our conversation Then we’ll walk through our objectives and how we have used LinkedIn to accomplish them Including sponsored Updates and InMails, specific campaigns as case studies, and lastly, how we identify our target audience
- 2002 – Academia 2008 – Took off in midst of crash Data-driven decisions. Be right because being wrong sucks. Nobody likes surprises
- Our goal is to add value. We want to make people’s lives easier. That means finding people who will benefit most from Qualtrics. It’s not all that different from dating. Finding the right match can be hard. But that’s where LInkedIn comes in.
- This can be hard because Qualtrics is a single platform that brings together three key areas: Customer Experience, Employee Engagement, and Market Research. There are lots of other organizations that do one of these things. There are even a few that do a couple of these things, but we’re unique in the sophistication and unification we bring to all three. That can make targeting hard. LInkedIn is key in allowing us to do two things: Target buyers within each vertical: (for EI – HR managers, talent development, organizational development, etc. which is way different than CX or MR) Target buyers in more senior roles whose responsibilities span those areas (these are potential clients who use multiple products, which generally means we are using LinkedIn to target more senior roles) FORD Yum! HC.gov
- Let’s look at one of the three areas we serve: Customer Experience and let’s do it through the lens of CX Week. Largest customer experience event in the world. It was a weeklong, online event focused on bringing the best CX professionals, thought leaders, content, etc. together in one place. We had over 20,000 registrants and content downloads in a single week Now, no one wants to throw a party and have no one come. So people create invitations. When the party is small, you can just hand them out to friends. When the party is large and you’re inviting lots of people you don’t know, you have to: Find the right people Get them the right message by helping them See the value Establishing credibility and legitimacy That’s where we come to the four rules we noted previously: Be relevant Be direct Be creative Be integrated
- Be relevant We’re all busy. Please don’t send me advertisements for women’s footwear. I don’t need any. If something doesn’t help me do my job better, I generally don’t have time to jump in We’re targeting CX professionals and want to make it very clear up front that we have something of value for them CX Week Customer experience So you can wow your customers Top brands, thought leaders and practitioners to help you raise your CX game Be direct Attention spans – especially on social media – are short. Don’t make people go looking! Largest CX event in the world … at your desk Free. Online Webinars, best practices, etc
- Be relevant Be direct Establish credibility Here we’re showing people that when they sign up, they’ll be hearing from some of the top CX brands in the world This isn’t a rag tag event. This is a legitimate place to come spend your time and you’ll be better for it.
- Be creative Seinfeld’s Soup Nazi We took the old theory of “No soup for you” sent him to CX Week and he came out with “More soup for you” The full YouTube video garnered almost 1 million views on YouTube and we had a number of shorter vignettes that we posted to LinkedIn. Different things resonate with different people so while we’re always A/B testing to see what’s working best, we’re also always trying new things to see what sticks with whom
- Be integrated I know this seems simple, but organizations often miss this. Integrate your Sponsored Updates with your website and your landing pages That means using similar language Messaging Colors and branding Etc It can be a very jarring experience to go from a Sponsored Update that purports to deliver one thing to a landing page or website that appears to offer something different. If you’re not careful, it can feel like a bait and switch even when it’s not. That can be very damaging and substantially hurt conversion … and thus your ability to deliver value to those who need it.
- Sponsored InMails have been most useful when targeting for a specific event – like CX Week
- We use Sponsored Updates when we’re targeting a much larger, more general audience
- General Audience Talent Week Like CX Week, but for a much broader audience. We’ll still use Sponsored InMails to target HR professionals, talent development, organizational development titles, etc But it’s also for anyone looking to get better at their job Resume and interviewing advice CEO’s sharing what they look for in super star employees, etc. CEO coach for DropBox, Twitter, etc coming to share some of the advice she gives them, etc. That’s a much wider audience than CX Week, so we’ll use more sponsored updates when targeting the broad list -- Content Marketing
- Strong visuals: a picture is worth a thousand words. Make sure you use the paperclip function to upload a new image so that you can put the most attention grabbing image that matches your content. We find that recognized leaders, colorful images work really well and drive CTR substantially Addressing your audience directly such as hey entrepreneurs or starting with a question is a great way to engage your audience right away and also customize your message to your audience. Being concise in your update is also very important – we see that especially for the introduction text, 140 characters or less works the best And finally the type of content really matters: two tips here: snackable content, lists, industry insights are always great way to engage your audience on LinkedIn. But also think about matching your content to your marketing objective. If you are looking to create brand awareness for instance you probably do not want to lead the audience to a whitepaper but maybe a lighter version of the research And don’t forget to use Direct Sponsored Content to test what works for your audience – best way to know how to appeal to your audience is to test and iterate
- A great way to personalize the message to your audience and hook them from the get go is by speaking directly to them – look at these two examples from Alteryx and Microsoft where the target audience’s title and geography are called out explicitly This tactic lets your target audience know that this content and the webinar is relevant for them. Personalization is a great way to boost the performance of your content and increase your event attendance
- Why this worked: 1. Personal invitation that feels genuine and mentions the sender in the first person 2. Attention grabbing subject line with a supporting description 3. Consistent message with clear member benefit
- Creating a sense of urgency is a great way to boost registrations for your event – this gives your target audience a motivation to act now, amplifying the strength of your call to action Here replicon has two great examples – in the first example, save my seat combines the sense of urgency along with a strong cta In the second example, by calling out the there is limited spacing, replicon is able to create sense of urgency to click and sign up before they run out of space Also good to call out here that they are exhibiting other SU best practices- for instance calling out clearly the time/day of the webinar, provocative headline that grabs the reader’s attention and speaks to the benefits of attending the webinar
- The body link pops and makes it easy to click when the member’s interst is peaked. There is limited formatting here, so it’s easy to read on mobile The message was easy to engage with on desktop and it’s even easier to consume on mobile.
- People come to LinkedIn to further their careers and be better professionals Webinars are a great way to do that – by explicitly mentioning why this webinar would be helpful to them is an effective way to earn their trust. It sets expectations on why exactly they would benefit from signing up for the webinar Schwab’s example of asking a question to the reader is a great way to both spark a conversation, engage the audience as well as convey the value of the event They are also calling out the industry experts who will be speaking, which is another effective way to boost clicks to your landing page
- Why this worked: 1. Personal invitation that feels genuine and mentions the sender in the first person 2. Attention grabbing subject line with a supporting description 3. Consistent message with clear member benefit
- Large images on average have higher engagement rate than content with thumbnail images Large images that perform well have some snackable content/fact or attention grabbing visuals that stand out in the feed Here are great examples that grab the member’s attention In PGI’s example the image already gives them some helpful information and sets the expectation on what the webinar will be about In Optus’ example, the large call to action to register now creates a visually strong CTA – the image is doing most of the heavy lifting here so that they can keep their intro short and sweet – just focusing on the value prop to the member
- Why this works: 1. It’s Opening with an engaging question will peak member’s interest 2. Sponsored InMail is perfect for listing out events details like speakers 3. Hyperlinking to agenda will drive more clicks.
- On LinkedIn, more than ¾ of the engagement comes from mobile – so it is very important to think mobile first when it comes to events and how to lay out your sponsored updates to stand out on mobile We see that keeping the introduction short and sweet is a great way to boost clicks on both desktop and mobile. Especially on mobile, this will ensure that your intro does not get truncated and that your shortened link to the event registration is visible As you see here – both of these updates are well under 150 characters – ability to convey your value proposition under 150 characters to busy professionals can make your content stand out both on mobile and desktop
- Keep the message short to avoid overwhelming the member with content (under 1,000 characters) Include a clickable link in the message body Avoid excessive formatting and spacing.Plain text and up to 3 bullets works best
- And lastly - Webinars and events produce a lot of helpful content. As you see from Pinnacle Financial Strategies example, you can extend the useful life of your webinars by reposting them for lead generation purposes – with a refreshed and appropriate call to action to download the webinar
- Don’t over target seniority if your message is not intended for C-Suite audience Avoid hyper targeting, it may work against your campaign performance if the message is too general Tailor the message for your audience so the recipients can relate to the content
- Please visit http://marketing.linkedin.com for additional information about LinkedIn products.