It’s your job to create and sustain positive awareness for your brand throughout the long buyer’s journey and beyond. We can help. You're invited to join special guest speaker Adrianne Psarras, Communications Manager at Seed Equity Ventures, and LinkedIn's own Andrew Kaplan as they demonstrate how to get—and keep—your brand in front of the professionals that matter most to your business. They will cover how to: - Get in front of the right people early and often - Reach and influence business professionals in the right context - Educate your audience with the relevant content they crave - Use awareness and engagement to drive bottom-funnel conversions - Measure the impact of your branding efforts every step of the way

2. Using LinkedIn for Brand Marketing
Andrew Kaplan
Sr. Product Marketing Manager
LinkedIn
@andrewjkaplan
Adrianne Psarras
Communications Manager
Seed Equity Ventures
Todd Crosland
Founder and CEO
Seed Equity Ventures

3. 3
• Got a question? Submit it in
the Q&A box.
• Tweet along with
#LinkedInBrandMktg
• Follow us for more:
@LinkedInMktg
How to Engage with Us

4. Let’s talk about
4
• What’s the buyer’s journey really like?
• Rethinking brand marketing with LinkedIn
• Success story: Seed Equity Ventures
• Q&A

5. 5
Today’s buyer’s journey
The only thing predictable about it is its unpredictability

6. It’s a challenging world
90%
Before customers
reach out directly*
Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

7. It’s a challenging world
10
Pieces of content
are consumed before
a purchasing decision
is made**
Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

8. Display advertising
Social media marketing
Content marketing
8
Today’s approach
Email marketing
SEO
Paid search

9. We can still do better.

10. 10
Missed opportunities
4. 95% of website visitors don’t fill
out a form
3. 61% of B2B marketers aren’t
using mobile marketing
1. For B2B decision-makers, online
communities are one of the most
popular sources of content in the
purchase decision
2. Forty-four percent of B2B buyers
researched company products on
a smartphone or tablet in 2014
5. 80% aren’t opening emails
6. Half of business decisions are
made outside of the office
7. 17 people typically involved in an
enterprise tech purchase
1. eMarketer 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer 5. MarketingProfs 6. B2B Marketing

11. 11
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

12. 12
Drive more effective marketing
Increase awareness
Build brand
Shape perception

13. Increase awareness
Build brand
Shape perception
Increase awareness
Build brand
Shape perception
13
Drive more effective marketing
Improve lead quality
Increase conversion
Drive pipeline and revenue

14. 14
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

15. How can we rethink
brand marketing?

16. Rethinking brand marketing with LinkedIn
16
2. Engage prospects
anywhere online
4. Reach prospects where
they’re most engaged
3. Target precise audiences
with relevant content
1. Reach professionals
in the right context

17. Reach professionals in the right context
17
• Prospects are doing more research
online and are in control of where
they interact with your brand
• To shape the outcome of the
purchase decision, get their attention
where they’re spending time in a
professional context

18. 18
LinkedIn Onsite Display
Reach a professional audience in a premium context
• Target LinkedIn members with
accuracy based on the professional
member profile, including audiences
unique to LinkedIn
• Reach your audience in the high-
quality context of the LinkedIn
desktop experience
• Deploy a variety of formats from IAB
standard ads to highly engaging
native formats

19. 19
LinkedIn Text Ads drive targeted traffic to your site
using scalable, self-service tools
Text Ads help you scale your messaging to
the right audience and drive performance
• Target your audience using accurate
data in the professional profile
• Optimize by bidding on CPC or CPM
basis, testing creative variants
• Run messages across key placements
like the homepage, profile, inbox, etc.
Get started at linkedin.com/ads

20. 20
“LinkedIn has helped create an environment where
we can not only invite people to join, but engage them
once they arrive. We can have dialogues with
potential customers in a way that encourages
organic growth of the community.”
Bryna Corcoran
Digital Marketing and Social Media Strategist, HP
Results
300,000+ new followers in two months including 112% increase in CXO followers
Strong CXO engagement rate of 0.15%
Low follower attrition rate of 3%
Significant increase in unaided brand awareness
Followers 2.5x more likely to recommend HP solutions
Download the full case study here: https://lnkd.in/d6XnEtQ

21. Engage prospects anywhere online
21
• B2B and high-consideration B2C
sales cycles are long and complex
• Keep your brand awareness level
high throughout the purchase
decision

22. Reach professionals across the web with scale and frequency
22
LinkedIn Network Display

23. 23
Engage audiences on leading publisher sites,
including top globally-ranked comScore domains
LinkedIn Publisher Network
and Exchanges
Note: LinkedIn does not guarantee placement on specific sites. The sites listed on this slide are not all-inclusive and are meant to represent a sample of sites where customers’ ads could appear.
There are hundreds of domains and properties on the LND whitelist where ads may appear during a campaign.
LinkedIn properties

24. 24
“With LinkedIn Network Display, we’ve become a
leading brand in our space, and LinkedIn has been a
key contributor to our success—getting MyCase
visibility with the right people at the right time.”
Increased brand awareness and targeted traffic by targeting professionals
across the Web using LinkedIn data and the Insight Tag pixel
More than 2,000 new targeted website visitors in 3 months – a 5x increase
in daily visits from members in legal job functions
See full case study here: https://lnkd.in/dCrRVmg
Sarah Bottorff
Director of Marketing, MyCase
Results

25. Target the right audiences with relevant content
25
• Prospects are at different stages of
their purchase decision
• The content you provide must be
both educational and relevant to
what their needs are
• Build on your branding efforts with
effective nurturing

26. Lead Accelerator lets you nurture everyone.
Differently.
26

27. Measure the impact of your campaigns across upper- and lower-funnel objectives. Track
audience demographics, impressions, new visitors, landing page engagement, and more
27
Measure campaign impact with full-funnel analytics

28. 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
28

29. Reach prospects where they’re most engaged
29
• Be where your prospects are
• Engage them with content that is
useful and relevant, and when they
are most receptive to your message

30. LinkedIn Sponsored Updates allow you to publish
relevant content where members engage most
Sponsored Updates: native advertising in
the feed, across devices
7x – the amount of time professionals
are spending with content on LinkedIn vs.
job-related activity
30
Get started at linkedin.com/ads, or
sponsor an update right from your LinkedIn
Company Page

31. 31
Optimize and measure with robust campaign tools
Test and refine campaigns with LinkedIn’s
new-and-improved, self-service platform
• Simplicity: One view of all your accounts
• Visibility: Real-time visual reports, audience
insights by account, social actions
measurement
• Control: Test ads at scale, easily adjust
campaign start/end dates, save drafts

32. LinkedIn Sponsored InMail delivers relevant,
personalized messages to the LinkedIn inbox
Sponsored InMail gets the attention of
high-value audiences with personalized
content, 100% deliverability
• Messages sent to the LinkedIn inbox
only when members are on LinkedIn
• Mobile-optimized design with
persistent call-to-action button
• Target your ideal professional
audience
32

33. 33
54% open rate for Sponsored InMails.
Up to 0.90% engagement on ansarada’s Sponsored Updates.
Reached over 600,000 unique members in a sought-after professional
segment of finance professionals (M&A deal makers).
Positive brand engagement and ongoing conversation with audience started
via comments, shares, and social followers acquired.
Download full case study here: https://lnkd.in/dtBJ5pW
Results
Ansarada engaged over 600,000 unique
professionals in M&A occupations using
Sponsored inMail and Sponsored Updates

34. Success story:
Seed Equity Ventures

35. Seed Equity Ventures overview
Seed Equity Ventures is a registered broker
dealer providing investment banking services
to startups and growth companies. Seed
Equity's goal is to connect startups and
growth companies with investors from around
the world through its proprietary social
investing platform.
35
Follow Seed Equity on
● LinkedIn
● Facebook
● Twitter: @GetSeedEquity

36. Seed Equity challenges
• Raise profile of new equity crowdfunding platform.
• Drive registrations for investor social community.
• Connect investors to investment offerings.
36

37. How we use LinkedIn Marketing Solutions
37
Spotlight Ads

38. How we use LinkedIn Marketing Solutions
38
Sponsored Updates

39. Results
• 1,205% increase in new investor signups
• 43% increase in Company Page followers
• Spotlight Ads CTR 5X LinkedIn benchmarks
• Sponsored Updates engagement 3.4X LinkedIn benchmarks
• Expanded member base to 33 new countries
39

40. Takeaways – how we did it
• Targeted our main persona based on their professional profile
(skills, LinkedIn Group membership).
• Matched our creative and offer to our audience’s interests.
• Avoided “salesy” calls-to-action. Instead, we offered a chance for
investors to join a community of like-minded professionals and
connect with startups they might be interested in.
• Partnered closely with our LinkedIn account team and agency Dean
Media to refine approach along the way.
40

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