The document discusses using LinkedIn for demand generation. It outlines the challenges of today's unpredictable buyer's journey and fragmented purchasing process. It then presents LinkedIn's full-funnel marketing solutions to better engage prospects at every stage, including increasing awareness at the top of the funnel to drive conversions at the bottom, tapping into anonymous website visitors, tailoring messages based on interests, and reaching prospects across devices when they are most engaged. Specific LinkedIn tools like Lead Accelerator, Sponsored Updates, and Sponsored InMail are highlighted.
Case Study about HP Personal Systems Group UK on LinkedIn: Improving brand perceptions with groups
Visit marketing.linkedin.com for more success stories.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
Exclusive Webinar: LinkedIn for Lead Generation: Build Your ArmyLinkedIn
Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?
Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.
Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.
In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.
View the presentation here:
http://youtu.be/KZZkryzdy7E
Mercedes-Benz Case Study: Getting more mileage from shareable content with Li...LinkedIn
Mercedes-Benz USA was one of the first auto brands to participate in the LinkedIn Sponsored Updates pilot prior to launch. See how they drove content marketing success by reaching the high-quality professional audience on LinkedIn.
For more on Sponsored Updates, visit lnkd.in/SponsoredUpdates
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
It’s your job to create and sustain positive awareness for your brand throughout the long buyer’s journey and beyond. We can help.
Join LinkedIn's own Andrew Kaplan and Michael McEuen, Director of Demand Generation from AdStage 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
This webcast will empower you to rethink and reinvigorate your approach to brand marketing on LinkedIn.
Live Webcast: Demystifying Targeting on LinkedInLinkedIn
With more than 400M members, LinkedIn is home to the world’s largest network of engaged and educated professionals that come to LinkedIn to share, learn, and connect with one another. Discover how you can reach the audiences that matter most to your busines with valuable content and relevant messages.
Join LinkedIn’s in-house marketing experts Irina Skripnik and Cassandra Clark for this 60-minute session, which will provide an insider’s perspective on how to target on LinkedIn.
You'll come away from this webcast with a firm grasp of:
- How LinkedIn targeting works
- Targeting best practices to drive results
- How to achieve your account-based marketing objectives
Masterclass: Exceed Your Demand Generation GoalsLinkedIn
Marketers are more likely than ever to have a seat at the revenue table with the C-suite. But with this raised profile comes added accountability. Increasingly, marketers are concerned with how to exceed demand gen objectives that demonstrate their impact to the bottom line. Learn how you can target, convert and measure on LinkedIn, and how you can use the platform to deliver real business impact.
Case Study about HP Personal Systems Group UK on LinkedIn: Improving brand perceptions with groups
Visit marketing.linkedin.com for more success stories.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
Exclusive Webinar: LinkedIn for Lead Generation: Build Your ArmyLinkedIn
Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?
Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.
Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.
In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.
View the presentation here:
http://youtu.be/KZZkryzdy7E
Mercedes-Benz Case Study: Getting more mileage from shareable content with Li...LinkedIn
Mercedes-Benz USA was one of the first auto brands to participate in the LinkedIn Sponsored Updates pilot prior to launch. See how they drove content marketing success by reaching the high-quality professional audience on LinkedIn.
For more on Sponsored Updates, visit lnkd.in/SponsoredUpdates
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
It’s your job to create and sustain positive awareness for your brand throughout the long buyer’s journey and beyond. We can help.
Join LinkedIn's own Andrew Kaplan and Michael McEuen, Director of Demand Generation from AdStage 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
This webcast will empower you to rethink and reinvigorate your approach to brand marketing on LinkedIn.
Live Webcast: Demystifying Targeting on LinkedInLinkedIn
With more than 400M members, LinkedIn is home to the world’s largest network of engaged and educated professionals that come to LinkedIn to share, learn, and connect with one another. Discover how you can reach the audiences that matter most to your busines with valuable content and relevant messages.
Join LinkedIn’s in-house marketing experts Irina Skripnik and Cassandra Clark for this 60-minute session, which will provide an insider’s perspective on how to target on LinkedIn.
You'll come away from this webcast with a firm grasp of:
- How LinkedIn targeting works
- Targeting best practices to drive results
- How to achieve your account-based marketing objectives
Masterclass: Exceed Your Demand Generation GoalsLinkedIn
Marketers are more likely than ever to have a seat at the revenue table with the C-suite. But with this raised profile comes added accountability. Increasingly, marketers are concerned with how to exceed demand gen objectives that demonstrate their impact to the bottom line. Learn how you can target, convert and measure on LinkedIn, and how you can use the platform to deliver real business impact.
Sponsored Updates enables you to publish relevant content straight to the feed of any member on the LinkedIn site. That means your own brand content will appear right alongside other high-quality updates from news sites, thought leaders, and member connections. It's a great way to get your message in front of the people that matter most to your business.
Getting started is easy. In fact, in less than an hour we'll show you how to create and sponsor content, set up campaigns, and measure performance. We'll even tackle best practices like how to:
- Keep your content relevant
- Build trust through authenticity
- Boost performance using images and video
Join us to learn how you can start driving qualified leads on the world’s only professional feed.
The most successful LinkedIn campaigns are tested, refined
and optimized over time. With diligence, you can find a more
relevant audience without sacrificing reach. Here’s what you can do to get the most out of LinkedIn’s targeting capabilities.
Live Webinar: Getting Started wit Display On and Off LinkedInLinkedIn
Getting in front of the right prospects early and often enables you to generate awareness, drive traffic, build trust, and effectively nudge your prospects from one stage of the funnel to the next until they convert.
And with LinkedIn Display Advertising, it’s never been easier to reach and engage your high-value prospects in a professional context and wherever they travel on the web with relevant ads and content.
In this presentation, LinkedIn senior manager Andrew Kaplan will demonstrate:
- How to leverage a variety of onsite and network display ads
- How to use built-in campaign and website analytics to measure your success
- How our own internal demand gen team uses display
LinkedIn demand gen expert Cassandra Clark also shares real examples of how LinkedIn uses display.
Discover how you can start reaching the world’s largest professional audience on LinkedIn—and beyond—using display.
Explore how leading marketers from LinkedIn, Jive and Netbrain are using LinkedIn Marketing Solutions (Display, Sponsored Updates, Sponsored InMail, and/or Lead Accelerator) to reach and engage their target business audiences. They’ll discuss which products they use and why, how to best measure success across multiple channels, and what the future holds for their marketing organizations in 2016.
Live Webinar: How to Launch & Scale an Effective Account-Based Marketing Stra...LinkedIn
Join us to find out how modern marketers can:
- Align with Sales on targeting, content and ABM specific metrics
- Adopt the ABM tactics real marketers are implementing today
- Understand the technology that will fuel your ABM strategy
Find out how you can build the brand and generate leads for your business by marketing on LinkedIn. I'll be sharing best practices that both large and medium companies have used to achieve success, as well as tips my own LinkedIn marketing team uses.
After the session, you'll be better able to meet your marketing objectives on LinkedIn by understanding:
- How to build your company's brand on LinkedIn
- How to drive leads on LinkedIn
- How large and medium companies are achieving success
- How to increase performance with LinkedIn solutions like Sponsored Updates, InMail and Display
Originally presented at LinkedIn's FinanceConnect:13 event in NY on 5/2/2013. David Hahn, VP Product Management at LinkedIn, provides a preview of enhancements planned for LinkedIn in 2013 and the implications they will will have for Financial Service Marketers.
Financial Advisors’ Use of Social Media Moves from Early Adoption to MainstreamLinkedIn
In order to better understand the role of social media and networks in the financial
services sector, LinkedIn partnered with FTI Consulting to conduct a comprehensive survey of financial advisors in the United States. The study has
revealed new insights into how financial advisors are leveraging social media to drive business, often under restrictive
policies. Findings from the research also show a number of best practices for successful use of LinkedIn to support
ongoing business needs.
Live Webinar: LinkedIn Ads Platform Master Class for Higher EdLinkedIn
88% of graduate admissions staff rate LinkedIn as the best social network to find qualified candidates, according to Carrington Crisp’s recent survey.
Learn from the experts at LinkedIn about how you can reach these high-quality prospects using LinkedIn Campaign Manager, our self-service tool for managing and tracking campaigns.
This webcast is perfect for social media marketing practitioners who want to build their expertise in developing successful social campaigns. You’ll learn practical advice on how to:
Reach your target audience on LinkedIn
Set-up your dashboard to optimize bids, budgets, and audience targeting
Optimize your Sponsored Content to increase engagement and results
Live Webinar: How to Kick-Start a Successful Content Marketing Strategy - Qui...LinkedIn
Seth Godin says that “Content marketing is the only marketing left.”
The marketing world appears to be agreeing with him, as content marketing budgets continue to grow exponentially. But as you build your content strategy, how can you be sure that you’re setting out on a path to success from Day One?
Join us for this dynamic, live webcast co-hosted by LinkedIn and the award-winning content marketing agency King Content. Speakers include Jon Lombardo, Creative Lead for LinkedIn’s Creative Agency, and Lieu Pham, VP, Strategy & Innovation for King Content.
We will explore the fundamentals to building a strong content marketing strategy—giving you the tools and confidence to secure the budget and succeed from the very start. We’ll cover three key concepts:
- Why you need to do a content audit—and how to do one
- What types of content you should produce for your audience
- How to measure success against short and long-term objectives
Live Webinar: How to be a World Class Content Marketer on LinkedInLinkedIn
- Why content marketing matters and why it’s critical for your business to embrace
- Why LinkedIn should be part of your content marketing strategy
- How to create content that works and get to winning content
- How to distribute your content on LinkedIn
- What it means to optimize your content and best practices
Webinar: Best practices for marketing on LinkedInLinkedIn
Find out how you can build the brand and generate leads for your business by marketing on LinkedIn. I'll be sharing best practices that both large and medium companies have used to achieve success, as well as tips my own LinkedIn marketing team uses.
Live Webinar: Get More Out of LinkedIn Marketing with Tips From Our TeamLinkedIn
Interested in fueling even better results with marketing on LinkedIn? Here’s your chance to hear firsthand how the LinkedIn marketing team achieves success. I’ll share our secrets and best practices that you can implement immediately.
-Join me to enhance your marketing as you learn how we harness the power of LinkedIn to:
- Build awareness and shift perception among the right target audiences
- Demonstrate thought leadership
- Nurture prospects with content until they are ready to buy
- Drive more qualified leads faster than ever before
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
2015 is the year where social media and content marketing became a vital part of any successfully integrated marketing approach.
This webinar will explain how to create a successful content marketing strategy for your company on LinkedIn. We'll cover real examples of brands that are doing it right, how to select content that resonates, how to create a compelling editorial calendar and how to measure success.
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLinkedIn
Learn how to get the most out of LinkedIn in this advanced session that explores smart ways to organize, manage, track, and optimize your campaigns to achieve maximum results.
Expert advertiser and consultant AJ Wilcox shares strategies and tactics for leveraging the LinkedIn platform like a pro. Join AJ and our own in-house demand generation authority Cassandra Clark as they reveal proven techniques for how to:
- Structure campaigns for ease of scale, organization, and reporting
- Drive leads using LinkedIn’s advanced targeting and accurate, first-party data
- Create sophisticated targeting models around key audiences
- Bid strategically and budget effectively to accomplish your goals
- Launch creative and campaigns at scale
- Set up ad tracking for proper attribution
Live Webinar: What You Need to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large- and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Exceed Your Demand Gen Goals with LinkedInLinkedIn
LinkedIn offers best-in-class solutions for marketers to drive quality leads at scale, unlocking greater ROI
With LinkedIn, marketers can (1) target the audiences that matter most to their business -- including the accounts most important to their sales team -- (2) convert prospects in marketing- and sales-qualified leads, and (3) measure and prove the ROI of all your demand gen marketing on LinkedIn, including the quality of the leads you’re collecting for your business.
At our BrandConnect:12 event in NYC, David Hahn VP of Product Management shares information on the recently released Influencers product on LinkedIn. He talks about the rich, relevant content on LinkedIn that brings insights to professionals to help them be productive and successful.
Webinar: How to Become Socially Savvy While Remaining Compliant LinkedIn
Social media - it's changing our world - especially that of financial advisors, asset managers and other financial professionals.
Some 70% of wealthy investors have altered their investments because of social media. Leadership teams around the globe are grappling with the rapid adoption of, increasing reliance on and relationship dynamics fueled by social platforms.
Facts called out in the soon-to-be released book, The Socially Savvy Advisor, may have bordered on blasphemy in board rooms years ago. But, as author Jennifer Openshaw clearly points out, these behaviors are setting new rules of engagement.
During this webinar, Jennifer Openshaw will moderate a conversation to answer your biggest questions about social media, along with Stuart Fross, Dan Swift and Amy McIlwain.
Topics covered include: How to create a compliant social media policy (template in book). Best practices for using LinkedIn & Twitter for marketing and client servicing (with real case studies). How to create great content; how to use social media for PR & event promotion - Plus, strategies to save time and create a unified approach.
Sponsored Updates enables you to publish relevant content straight to the feed of any member on the LinkedIn site. That means your own brand content will appear right alongside other high-quality updates from news sites, thought leaders, and member connections. It's a great way to get your message in front of the people that matter most to your business.
Getting started is easy. In fact, in less than an hour we'll show you how to create and sponsor content, set up campaigns, and measure performance. We'll even tackle best practices like how to:
- Keep your content relevant
- Build trust through authenticity
- Boost performance using images and video
Join us to learn how you can start driving qualified leads on the world’s only professional feed.
The most successful LinkedIn campaigns are tested, refined
and optimized over time. With diligence, you can find a more
relevant audience without sacrificing reach. Here’s what you can do to get the most out of LinkedIn’s targeting capabilities.
Live Webinar: Getting Started wit Display On and Off LinkedInLinkedIn
Getting in front of the right prospects early and often enables you to generate awareness, drive traffic, build trust, and effectively nudge your prospects from one stage of the funnel to the next until they convert.
And with LinkedIn Display Advertising, it’s never been easier to reach and engage your high-value prospects in a professional context and wherever they travel on the web with relevant ads and content.
In this presentation, LinkedIn senior manager Andrew Kaplan will demonstrate:
- How to leverage a variety of onsite and network display ads
- How to use built-in campaign and website analytics to measure your success
- How our own internal demand gen team uses display
LinkedIn demand gen expert Cassandra Clark also shares real examples of how LinkedIn uses display.
Discover how you can start reaching the world’s largest professional audience on LinkedIn—and beyond—using display.
Explore how leading marketers from LinkedIn, Jive and Netbrain are using LinkedIn Marketing Solutions (Display, Sponsored Updates, Sponsored InMail, and/or Lead Accelerator) to reach and engage their target business audiences. They’ll discuss which products they use and why, how to best measure success across multiple channels, and what the future holds for their marketing organizations in 2016.
Live Webinar: How to Launch & Scale an Effective Account-Based Marketing Stra...LinkedIn
Join us to find out how modern marketers can:
- Align with Sales on targeting, content and ABM specific metrics
- Adopt the ABM tactics real marketers are implementing today
- Understand the technology that will fuel your ABM strategy
Find out how you can build the brand and generate leads for your business by marketing on LinkedIn. I'll be sharing best practices that both large and medium companies have used to achieve success, as well as tips my own LinkedIn marketing team uses.
After the session, you'll be better able to meet your marketing objectives on LinkedIn by understanding:
- How to build your company's brand on LinkedIn
- How to drive leads on LinkedIn
- How large and medium companies are achieving success
- How to increase performance with LinkedIn solutions like Sponsored Updates, InMail and Display
Originally presented at LinkedIn's FinanceConnect:13 event in NY on 5/2/2013. David Hahn, VP Product Management at LinkedIn, provides a preview of enhancements planned for LinkedIn in 2013 and the implications they will will have for Financial Service Marketers.
Financial Advisors’ Use of Social Media Moves from Early Adoption to MainstreamLinkedIn
In order to better understand the role of social media and networks in the financial
services sector, LinkedIn partnered with FTI Consulting to conduct a comprehensive survey of financial advisors in the United States. The study has
revealed new insights into how financial advisors are leveraging social media to drive business, often under restrictive
policies. Findings from the research also show a number of best practices for successful use of LinkedIn to support
ongoing business needs.
Live Webinar: LinkedIn Ads Platform Master Class for Higher EdLinkedIn
88% of graduate admissions staff rate LinkedIn as the best social network to find qualified candidates, according to Carrington Crisp’s recent survey.
Learn from the experts at LinkedIn about how you can reach these high-quality prospects using LinkedIn Campaign Manager, our self-service tool for managing and tracking campaigns.
This webcast is perfect for social media marketing practitioners who want to build their expertise in developing successful social campaigns. You’ll learn practical advice on how to:
Reach your target audience on LinkedIn
Set-up your dashboard to optimize bids, budgets, and audience targeting
Optimize your Sponsored Content to increase engagement and results
Live Webinar: How to Kick-Start a Successful Content Marketing Strategy - Qui...LinkedIn
Seth Godin says that “Content marketing is the only marketing left.”
The marketing world appears to be agreeing with him, as content marketing budgets continue to grow exponentially. But as you build your content strategy, how can you be sure that you’re setting out on a path to success from Day One?
Join us for this dynamic, live webcast co-hosted by LinkedIn and the award-winning content marketing agency King Content. Speakers include Jon Lombardo, Creative Lead for LinkedIn’s Creative Agency, and Lieu Pham, VP, Strategy & Innovation for King Content.
We will explore the fundamentals to building a strong content marketing strategy—giving you the tools and confidence to secure the budget and succeed from the very start. We’ll cover three key concepts:
- Why you need to do a content audit—and how to do one
- What types of content you should produce for your audience
- How to measure success against short and long-term objectives
Live Webinar: How to be a World Class Content Marketer on LinkedInLinkedIn
- Why content marketing matters and why it’s critical for your business to embrace
- Why LinkedIn should be part of your content marketing strategy
- How to create content that works and get to winning content
- How to distribute your content on LinkedIn
- What it means to optimize your content and best practices
Webinar: Best practices for marketing on LinkedInLinkedIn
Find out how you can build the brand and generate leads for your business by marketing on LinkedIn. I'll be sharing best practices that both large and medium companies have used to achieve success, as well as tips my own LinkedIn marketing team uses.
Live Webinar: Get More Out of LinkedIn Marketing with Tips From Our TeamLinkedIn
Interested in fueling even better results with marketing on LinkedIn? Here’s your chance to hear firsthand how the LinkedIn marketing team achieves success. I’ll share our secrets and best practices that you can implement immediately.
-Join me to enhance your marketing as you learn how we harness the power of LinkedIn to:
- Build awareness and shift perception among the right target audiences
- Demonstrate thought leadership
- Nurture prospects with content until they are ready to buy
- Drive more qualified leads faster than ever before
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
2015 is the year where social media and content marketing became a vital part of any successfully integrated marketing approach.
This webinar will explain how to create a successful content marketing strategy for your company on LinkedIn. We'll cover real examples of brands that are doing it right, how to select content that resonates, how to create a compelling editorial calendar and how to measure success.
Live Webinar: Advanced Strategies for Leveraging Linkedin Like a ProLinkedIn
Learn how to get the most out of LinkedIn in this advanced session that explores smart ways to organize, manage, track, and optimize your campaigns to achieve maximum results.
Expert advertiser and consultant AJ Wilcox shares strategies and tactics for leveraging the LinkedIn platform like a pro. Join AJ and our own in-house demand generation authority Cassandra Clark as they reveal proven techniques for how to:
- Structure campaigns for ease of scale, organization, and reporting
- Drive leads using LinkedIn’s advanced targeting and accurate, first-party data
- Create sophisticated targeting models around key audiences
- Bid strategically and budget effectively to accomplish your goals
- Launch creative and campaigns at scale
- Set up ad tracking for proper attribution
Live Webinar: What You Need to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large- and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Exceed Your Demand Gen Goals with LinkedInLinkedIn
LinkedIn offers best-in-class solutions for marketers to drive quality leads at scale, unlocking greater ROI
With LinkedIn, marketers can (1) target the audiences that matter most to their business -- including the accounts most important to their sales team -- (2) convert prospects in marketing- and sales-qualified leads, and (3) measure and prove the ROI of all your demand gen marketing on LinkedIn, including the quality of the leads you’re collecting for your business.
At our BrandConnect:12 event in NYC, David Hahn VP of Product Management shares information on the recently released Influencers product on LinkedIn. He talks about the rich, relevant content on LinkedIn that brings insights to professionals to help them be productive and successful.
Webinar: How to Become Socially Savvy While Remaining Compliant LinkedIn
Social media - it's changing our world - especially that of financial advisors, asset managers and other financial professionals.
Some 70% of wealthy investors have altered their investments because of social media. Leadership teams around the globe are grappling with the rapid adoption of, increasing reliance on and relationship dynamics fueled by social platforms.
Facts called out in the soon-to-be released book, The Socially Savvy Advisor, may have bordered on blasphemy in board rooms years ago. But, as author Jennifer Openshaw clearly points out, these behaviors are setting new rules of engagement.
During this webinar, Jennifer Openshaw will moderate a conversation to answer your biggest questions about social media, along with Stuart Fross, Dan Swift and Amy McIlwain.
Topics covered include: How to create a compliant social media policy (template in book). Best practices for using LinkedIn & Twitter for marketing and client servicing (with real case studies). How to create great content; how to use social media for PR & event promotion - Plus, strategies to save time and create a unified approach.
One million followers is a major milestone. But quality and context is even more important, especially as brands become publishers. That’s why HP targeted business decision makers in 15 countries on LinkedIn—building relationships and driving results among their key audiences.
Read more in our blog: http://lnkd.in/hp1m
Webinar: From Hurting to Helping: How to Earn Quality IT Leads with Trust LinkedIn
Are your content marketing efforts truly building trust and credibility with the IT Committee -- the diverse group of decision makers who influence tech buying decisions? The type of content you share, who it comes from, and how you gate it impacts your lead generation efforts.
Join us as we present new research that shows how IT marketers can avoid common mistakes and build meaningful relationships with the IT Committee on social media. You'll learn how to:
- Develop the trust and credibility to earn quality leads
- Leverage the expertise within your company to provide valuable content
- Start the sales cycle on the IT Committee's schedule to avoid turning off leads before they convert
Webinar: Understanding What Influences Our Career JourneysLinkedIn
Think back to your childhood. Who was the biggest influence on your “dream” job – and the career path that you eventually pursued?
According to a new study released by Citi and LinkedIn, how you answer may have a lot to do with your generation – and your gender.
Join us for a discussion at 11am Eastern/8am Pacific on Tuesday, October 28th about the findings from the newest release of the Today’s Professional Woman Report, a joint Citi/LinkedIn study that explores the biggest influences on our career journeys, and how those factors have shaped our perceptions of work-life “balance”, our self-confidence, and the way that we promote ourselves at work.
Linda Descano, CFA®, Head of Content Creation and Partnerships at Citi, will moderate a discussion about the findings with Victoria Pynchon of SheNegotiates.com, Forbes.com columnist and career coach Kathy Caprino, and self-promotion expert Nancy Joyce, exploring topics that include:
· How men’s work-life balance conversations differ from women’s
· Which workplace situations shake our self-confidence the most
· Who is most likely to self-promote at work (the answer may surprise you!)
Live Webinar: Winning Affluent MillennialsLinkedIn
Affluent Millennials are on the brink of a massive generational transfer of personal wealth and, as one of the largest generations in history, this powerful demographic will command major changes within the finance industry. How can you help your Financial Services clients prepare for it?
Tune into this webinar where Emily Friedman, senior research consultant at LinkedIn, will present results from a global study conducted by LinkedIn and Ipsos of about 9200 Millennial and GenX Internet users to answer this question.
Webinar: How to Achieve Thought Leadership on LinkedInLinkedIn
The third webcast in our "Succeed in 2015" series will teach you how to leverage thought leadership to drive business value for your organization.
In this live webcast hosted by Jason Miller, Senior Content Marketing Manager at LinkedIn, you'll learn:
- How your company can leverage thought leadership on LinkedIn
- Three types of thought leadership your business should be creating
- How to measure the return on your thought leadership content
- Actionable steps towards your successful thought leadership strategy
Plus, this webcast is chocked full of insights and tips from marketing thought leaders and will cover both basic and advanced thought leadership strategies.
Case Study about Hewlett-Packard on LinkedIn: Creating 2,000+ brand advocates in two weeks with Recommendation Ads
Visit marketing.linkedin.com for more success stories.
From our BrandConnect:12 event in NYC, Meera Bhatia, Head of Product Management for LinkedIn Marketing Solutions provides an exclusive view into the latest and greatest LinkedIn tools for marketers that enable you to drive relationships with results.
Case Study about Reconverse on LinkedIn: Raising awareness for a new business with Company Pages
Visit marketing.linkedin.com for more success stories.
Live Webinar: Using LinkedIn for Demand GenerationLinkedIn
We want to enable you to explore new solutions to your current demand generation challenges. Rethink the routine.
In a world governed by leads, conversions, and direct response - you know building and cultivating prospect and customer relationships is ultimately a full-funnel endeavor.
Join Jennifer Agustin, Group Manager, Marketing at LinkedIn and Amanda Halle, Senior Manager, Marketing at LinkedIn as they discuss:
- How to drive more qualified leads, opportunities, and ultimately revenue using LinkedIn.
- Why LinkedIn, with its 400M+ members, is the most effective B2B marketing platform to accomplish all of your demand gen objectives.
- Which products within the LinkedIn portfolio are best suited to your needs.
It’s time to rethink demand generation. Join us by registering for this webcast!
Live Webinar: Market to Who Matters: New Ways to Exceed Your Marketing Goals ...LinkedIn
In this webinar you'll discover:
- The reasons why almost 95 percent of B2B marketers use LinkedIn to distribute content and why LinkedIn is hands down the number one social network for lead generation.
- How to use both organic and paid content marketing on LinkedIn to reach the 40 million decision makers and 61 million senior-level influencers who are on the platform
- How to build a LinkedIn marketing program around the concepts of define, target, engage, and optimize
Live Webinar: New Ways to Exceed Your Marketing Goals with LinkedInLinkedIn
Learn what makes LinkedIn the most effective platform to engage the people that matter most to your business.
LinkedIn's Director of Global Marketing Keith Richey will share best practices that both large and medium-sized companies have used to succeed, as well as tips from his own LinkedIn marketing team.
You'll discover how you can leverage the latest solutions from LinkedIn to exceed your goals.
Webinar: New Ways to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Webinar: LinkedIn Marketing Solutions Overview for AgenciesLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to help your clients reach, nurture and acquire prospects.
LinkedIn Agency Lead Ryan Wilson will share how agencies can take full advantage of the LinkedIn Marketing Solutions portfolio and help their clients reach, nurture and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Achieving your objectives via LinkedIn's Marketing SolutionsLinkedIn Europe
What’s your business objective? Generating leads? Building awareness, consideration or preference? Building a community? Driving advocacy? Whichever professional audience you’re trying to target, and whatever objective you are aiming to fulfill by targeting them, LinkedIn can provide you with a solution that’s rooted in a precise understanding of how they behave on our platform.
That’s the promise of the webinar that I’ll be presenting alongside Lucie Durnford on Thursday August 27th. It’s called Achieving your Objectives via LinkedIn Marketing Solutions – and it will showcase the many different ways in which we can leverage unique understanding of our members to help you achieve your goals.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
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
By aligning Marketing & Sales, increased ROI is show. This presentation describes how to nurture stale leads into sales-ready leads through marketing automation and lead nurturing.
Better LinkedIn Campaign Planning - Return to Growth 2021LinkedIn
Laying groundwork for B2B ad campaigns can be difficult, but doesn’t need to be. Make it easy with this simple template for LinkedIn campaign planning.
This slide deck reveals how one buying committee (at a startup called Relativity Space) prefers to work with salespeople. It's great insight into how all salespeople should be connecting with prospects and customers.
A Brief History of LinkedIn Sales NavigatorLinkedIn
LinkedIn Sales Navigator launched as a standalone product in 2014. Here are the highlights of the product's evolution and how it helps more sales professionals every day.
A Brief History of LinkedIn Sales Navigator LinkedIn
LinkedIn officially introduced Sales Navigator on July 31, 2014. In the five years since its launch, the product has become indispensable for sales teams. This timeline tracks the biggest milestones in Sales Navigator's development.
LinkedIn Pages: New Features to Drive Organic Growth on LinkedInLinkedIn
At LinkedIn, we’re driven by one mission: to create economic opportunity for every member of the global workforce. To do this, we’re helping organizations big and small grow their professional community through their LinkedIn Page, leading to more revenue, more jobs, and more people #inittogether to change the world.
Join us to learn about the newest Pages features (such as Communities Hashtags, Content Suggestions, and Invite to Follow) and our best tips for making the most of your Page. You’ll get actionable advice on how to complete your Page for 30% more page views, how to post content that drives 2x the engagement, and tried-and-true strategies for growing your followers.
As the way we communicate continues to shift toward being faster and more conversational, it’s important that advertisers adopt this style of communicating to make sure their messaging is heard.
Learn about trends in the messaging space and how LinkedIn can help you drive success with Sponsored InMail.
Mastering Lead Gen Forms for Higher EducationLinkedIn
Lead Gen Forms are one of the most impactful performance marketing products for universities looking to drive quality students on LinkedIn. To make sure you’re getting the most out of your campaigns, we’ve developed valuable best practices after working with successful universities on our platform.
In an ongoing effort to make creating campaigns on LinkedIn easier for everyday marketers, we've redesigned campaign manager to lead with objectives. Learn what's changing and hands-on tips for creating campaigns in the new experience.
Five Steps for Supercharging Your Economic Development Marketing in 2019 LinkedIn
The LinkedIn platform presents an enormous opportunity for economic development marketers. Learn a simple, five-step process on how to get started with LinkedIn in 2019.
Five Steps for Supercharging Your Economic Development Marketing in 2019LinkedIn
The LinkedIn platform presents an enormous opportunity for economic development marketers. Learn a simple, five step process on how to get started with LinkedIn in 2019.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
6. It’s a challenging world
Before customers
reach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the
Buyer’s Journey,” October 2012
7. It’s a challenging world
Pieces of content
are consumed before
a purchasing decision
is made
Source: Zero Moment of Truth Study, Google
10. Increase targeted reach and quality conversions
The challenge:
Fill out a form*
Open emails**
Opportunities captured
*B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013
12. Missed Opportunities
4. 95% of website visitors don’t fill
out a form.
3. 61% of B2B marketers aren’t
using mobile marketing.
1. No less than 17 people are
involved in influencing major
enterprise tech purchases.
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.1. InformationWeek, 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer
5. MarketingProfs 6. B2B Marketing
1. 2. 3.
6. 5. 4.
14. Increase awareness
Build brand
Shape perception
Drive more effective marketing
Improve lead quality
Increase conversion
Drive pipeline and revenue
15. 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
17. Rethinking Demand Generation with LinkedIn
2. Tap into the value of
anonymous website visitors
1. Investing in the top of funnel to
drive bottom-funnel conversions
4. Reach prospects where they’re
most engaged
3. Tailor messages based on
people and interests
18. Let Top-Funnel Programs Drive Bottom-Funnel
Conversions
• Longer buying cycles in B2B/high-
consideration B2C
• Need to get your brand in front of
prospects early and often to seed
demand
• The more interest you drive at the
top, the more conversions at the
bottom of the funnel
19. Reach and engage more than 380M professionals on
LinkedIn and across the Web
Build Awareness with LinkedIn Onsite Display
and Network Display
20. • Increased brand awareness and
targeted web traffic
• Nearly 5x increase in the
number of daily website visits
from legal professionals
“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.”
Sarah Bottorff, Director of Marketing, MyCase
Raise brand
awareness
PROFESSIONAL SERVICES
21. Turn Anonymous Visitors into Customers
• Website visitors are valuable and
are interested in your brand
• 95% aren’t converting right
away—how can you keep your
brand in front of them?
22. LinkedIn Lead Accelerator Nurtures Everyone.
Everywhere Online.
LinkedIn Sponsored Updates
Desktop and mobile
Facebook News Feed Display Ads
LinkedIn & SlideShare
Display
Global Ad Exchanges
23. • 116% increase in page views per
visitor; 56% increase in visits per
visitor
• Generated more than 870 new
leads by nurturing anonymous
website visitors
• Leads converted to “sales
qualified” 2x more than the
company average
• Nurtured known contacts to drive
free trial sign-ups “Nurturing is no longer limited to email. We’re using display and social
ads to guide prospects through the buy cycle with highly relevant content
− increasing engagement and generating conversions along the way.”
Lucy Orloski, Marketing Director, Localytics
TECHNOLOGY
Generate leads
24. Tailor Messages Based on People and Interests
• Prospects are at different
stages of their purchase
decision.
• The content you provide must
be both educational and
relevant to what their needs
are.
26. • Nurtured IT professionals,
marketers, and other enterprise
decision makers with display
and social ads
• Generated 640+ leads in just
three months
• Achieved a cost per lead well
below target
“Multi-channel nurturing makes sense – the sequencing and personalization
of ads aligns well with the B2B sales cycle.”
Micah Beals, Director, Digital Marketing, Workfront
TECHNOLOGY
Generate leads
27. Reach Prospects Where They’re Most Engaged
• Be where your prospects are
• Engage them with content that is
useful and relevant, and when
they are most receptive to your
message
28. LinkedIn Sponsored Updates and Sponsored InMail
deliver relevant, personalized content
Sponsored Updates delivers rich content
in the feed and across devices
7x – the amount of time professionals
are spending with content on LinkedIn vs.
job-related activity
29. LinkedIn Sponsored Updates and Sponsored InMail
deliver relevant, personalized content
Sponsored InMail Gets the
Attention of High-Value Audiences
in a Personalized Way
• Breakthrough the limits of
traditional email marketing with
100% deliverability
• Keep your key target audiences
engaged across desktop
and mobile
30. “With open rates as high as 48 percent, LinkedIn’s Sponsored InMail
knocked the socks off our own email campaigns – and Sponsored
Updates gave us the brand awareness we needed.”
Brett Chester, Vice President of Online Marketing, Replicon
• Open rate of 48% using
Sponsored InMail, with response
rate 11x better than other social
channels
• Cost per lead 73% lower than
other social channels
• Clickthrough on Sponsored
Updates 4x LinkedIn
benchmarks
TECHNOLOGY
Generate leads
32. 32
LinkedIn Marketing Solutions uses 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
43. A Few Final Thoughts
• Don’t underestimate the value of the top of the funnel for demand
generation
• Tap into the value of anonymous website visitors
• Tailor your messages and content to both unknown and known
prospects
• Engage with people when they’re most receptive
44. • Case Study Hub:
http://lnkd.in/marketingcasestudies
• LinkedIn Marketing Blog: http://marketing.linkedin.com/blog
• eBook: The Demand Generation Marketer’s Guide to LMS
More helpful examples of what works on LinkedIn:
Thanks for coming. Today we’re going to be exploring how demand gen marketers can use the LinkedIn Marketing Solutions portfolio to drive more leads, opportunities, and ultimately revenue.
But before we get started, a few housekeeping items. Please do submit any questions you may have in the Q&A box, and we’ll save some time at the end to address them. You can join the conversation on Twitter using #LinkedInDemandGen, and follow us as well.
So what are we going to be talking about today? The topic of demand gen is a big one, but for today’s webinar, our goal is to focus on how you can use LinkedIn to support your demand generation objectives. A discussion of the buyer’s journey is key, here, specifically how it’s unpredictability requires today’s marketers to be ready whenever and wherever their prospects are ready to engage. And after we identify where the key gaps are in how we marketers approach the buyer’s journey, we’ll show you can take that same journey and turn those gaps into opportunities with specific LinkedIn solutions. And finally, my colleague Amanda who manages LinkedIn’s own demand gen efforts will walk us through some sample campaigns, and let us in on her own secrets to using LinkedIn for demand gen.
Today’s buyer’s journey is at its very core—unpredictable. There are often multiple people involved in the buying decision. And those people are using multiple devices to consume information, and at different parts of the day, inside the office and frequently outside of office hours. All of this complicates the buyer’s journey, and marketing’s role in it.
As a marketer, it’s becoming harder and harder to influence purchase decisions. People are making it through 90% of the buyer’s journey before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on.
And content is playing a huge role in the decision journey, making it easier for people to go through 90% of the journey. On average, people are consuming 10 of those pieces of content before making a purchase.
As a marketer, it’s becoming harder and harder to influence purchase decisions. People are making it through 90% of the buyer’s journey before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on.
And content is playing a huge role in the decision journey, making it easier for people to go through 90% of the journey. On average, people are consuming 10 of those pieces of content before making a purchase.
As a marketer, it’s becoming harder and harder to influence purchase decisions. People are making it through 90% of the buyer’s journey before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on.
And content is playing a huge role in the decision journey, making it easier for people to go through 90% of the journey. On average, people are consuming 10 of those pieces of content before making a purchase.
So with all this in mind, what are we as demand gen marketers currently using to help educate and engage with prospects during their buyer’s journeys? Demand generation strategies have evolved tremendously, even in just the past few years, so we have a lot of tools at our disposal. Display advertising has done much to help build our brands, as has our presence on social media. Content marketing continues to play a massive role throughout the marketing funnel, from brand-building and thought leadership to driving leads. And finally, we can’t forget our “tried and true” channels of email and search, which continue to be marketing workhorses for us.
But there are still challenges with our current marketing mix.
First, it’s actually quite hard to get the right people to your site. And by “right people,” we mean the demographics of the people that really matter to your business. And even if you do manage to do that, only 5% of those will be ready to provide you their contact information. And of those who do, only 20%, on a great day, will open your email messages afterwards. Think of it as a really leaky funnel, which is essentially making you get only 1% of all opportunities.
This is all to say that we may be doing a decent job at demand gen now, but we can still do better.
Let’s go back to the real-world buyer’s journey we looked at earlier. And this time, let’s dig deeper into the opportunities we’re missing.
No less than 17 people stat: http://www.insurancetech.com/is-the-cio-losing-control-of-tech-decision-making/d/d-id/1315218?
44% stat – “2014 State of B2B Procurement Study: Uncovering the Shifting Landscape in B2B Commerce,” Acquity Group, LLC
Half of business decisions made outside of the office - http://www.b2bmarketing.net/news/archive/research-news-half-business-decisions-are-made-outside-office
So how can we drive more effective demand generation marketing? We do this by taking into account the entire marketing funnel, not just the bottom. By first looking at top-funnel objectives including 1) increasing awareness 2) building our brands and 3) shaping perceptions, we in turn can drive more of the right people into the bottom of the funnel, where we can then start to focus on nurturing to drive more conversions, improve the quality of the leads we’re getting, and ultimately driving pipeline and revenue.
And this is where LinkedIn Marketing Solutions comes into play, by giving you the ability to reach impact your prospects anywhere along the buying process. We are in a unique position to help you a) generate awareness and reach more of the right people to send to your marketing channels b) nurture those audiences by delivering the most appropriate content depending on where they are in their purchase cycle.
Let’s see how we can use LinkedIn to start to rethink demand generation as we know it.
First let’s start with letting go of the bottom funnel for a bit, and focusing on how reaching more of the right people at the top of the funnel can really set our demand gen efforts up for success.
Next, let’s talk about that 95% of website visitors who aren’t converting on your website. LinkedIn can help you tap into the value of your anonymous website visitors.
Third, we all know the importance of being relevant in the way we communicate with our prospects. LinkedIn can help you customize your messages based on who people are and what their interests are.
And finally, let’s take a look at how LinkedIn can help you conquer the unpredictability of the buying process that we looked at earlier by helping you reach prospects when they’re most engaged, regardless of device.
Demand gen marketers need to start embracing the top of the funnel. Email and search are reliable channels and will always have value, but if you just rely solely on these traditional “bottom funnel” channels, you’re going to encounter challenges when it comes to reaching more of that right audience you’re looking for.
Target LinkedIn members with accuracy on and off LinkedIn to drive brand objectives from awareness to new visitors
Engage your audience in a high quality professional context with LinkedIn Onsite Display. Or, leverage LinkedIn Network Display to reach a broader professional audience with scale and frequency on more than 2,500 high-quality publisher sites.
Deploy a variety of formats from IAB standard formats to highly engaging native ads such as Spotlight Ads and Follow Company Ads
Marketing/training notes:
Product: Network Display
MyCase, an AppFolio company, is a web-based practice management software solution for lawyers. Built as a complete legal practice management software, MyCase offers features that seamlessly cover all the daily functions that a modern law firm requires, including contact and case management, calendaring, secure client communication, time tracking, and billing. Because MyCase offers legal practice management in the cloud, lawyers can work from anywhere at any time significantly increasing productivity.“When we first started working with LinkedIn, we were still building our brand,” explains Sarah Bottorff, director of marketing at MyCase.
“We had just started out in a super competitive space and needed to quickly reach our target market. Because our software is cloud based, a strong online presence was important for us to reach the right audience and finding the right platforms was key to enabling that kind of precise targeting.” In addition to raising brand awareness, Borttoff also sought to drive targeted traffic to the MyCase website.
Next, let’s focus on all of those anonymous website visitors who aren’t converting when they come to your site. If you think about it, it’s not unreasonable for someone not to want to fill out a form right away – B2B and high-consideration B2C purchase decisions are generally long and complex. Historically, demand gen marketers would sit back and hope that people would come back to their site and eventually convert, but with LinkedIn, this no longer has to be the case.
Lead Accelerator enables you to keep your brand in front of these anonymous prospects wherever they go online with relevant display and social ads. But this goes beyond typical retargeting – think of Lead Accelerator as the equivalent of marketing automation, but for display and social ads. You can keep your brand in front of the right prospects in a very relevant way, based on1) who they are, using LinkedIn data and 2) the pages they visit on your site.
Whether a prospect is on LinkedIn, Facebook, or browsing across the Web, you can deliver your sequenced messages, synchronized across every channel – to create a consistent experience for your prospect as they progress through the buyers journey.
We all know the importance of relevant content. But to what extent have we been able to do this to both the prospects we know and have in our database AND all of the anonymous website visitors?
Again, this is where Lead Accelerator really shines.
Suppose you have two different audiences visiting your site:
One audience visits your home page, and bounces
The other audience dives deeper into the product section of your site
BOTH of those audiences are valuable – they have both raised their hand and indicated that they’re interested in what you have to say
SO, you want to nurture both of those audiences
BUT, you want to nurture them differently
For the Home Page Bouncers:
You probably want a relatively short nurture stream that focuses on higher level messaging and overall brand positioning.
For the Product Page Visitors:
You want to nurture them more aggressively with a longer nurture stream that tells your story the way you want to tell it.
You wan to leas the prospect through a series of messaging and content that ultimately drives directly to a conversion event
Marketing/training notes:
Product: Multi-Channel Nurturing
AtTask appreciates our technology, but ultimately it just wants high quality leads and lots of them. Its use of Multi-Channel Nurturing is textbook: it uses both website navigation and business demographic data to segment and nurture its anonymous website visitors. This has led it to drop other retargeting vendors who just weren’t hitting CPL goals, and this has been a huge lead generation engine for the company.
Text (highlights) of the case study:
AtTask is a cloud-based Enterprise Work Management solution that helps marketing, IT, and other enterprise teams conquer the chaos of excessive email, redundant status meetings, and disconnected tools. Unlike other tools, AtTask is a centralized, easy-to-adopt solution for managing and collaborating on all types of work through the entire work lifecycle, which improves team productivity and executive visibility.
On average more than 96 percent of the visitors to AtTask’s website leave without converting—a challenge shared by most B2B marketers with savvy products and long sales cycles. Micah Beals, Director of Digital Marketing at AtTask saw this as a huge opportunity. “In B2B you can’t expect most of your anonymous visitors to convert on their first visit to the website,” he explained. “To combat this we’ve tested website retargeting with various vendors in the past, but they’ve always missed our cost per lead targets.”
Segmentation and nurturing
AtTask began using Lead Accelerator, which provided a retargeting-like solution but was more catered to AtTask’s B2B sales cycles and enabled it to better speak to the unique needs and interests of different website visitors.
Using website navigation, anonymous visitors’ business demographic data and more, AtTask developed a variety of nurture paths that were customized for different audience segments. For example after visiting (then leaving) the solutions page on AtTask’s website, IT professionals would see sequenced waves of display and social ads over a several week period that were very specific to IT and related to its solutions, while other (non-IT) visitors would see different sets of ad creative and calls to action.
Finally, we can rethink demand generation by rethinking engagement. As we saw earlier, this goes back to the unpredictability of the buyer’s journey – because buyers are in control, marketers need to engage them with great content that is presented to them when they’re most receptive to receiving this content.
LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 364M professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed.
Similarly, Sponsored InMail is another great way to get people engaged, and a fantastic channel for lead gen. The beauty of Sponsored InMail is that it offers 100% deliverability – your target audience will only receive your messages when they are on LinkedIn, whether that’s on desktop or mobile.
Reformat – color LOL different (1 row/column)
Remove PR/Analyst Outreach
I’ll turn it back over to Jen to recap things for us.