The document discusses advanced strategies for LinkedIn campaigns, including: - Using matched audiences to target contacts from data integrations more precisely - Pairing different LinkedIn products like sponsored content and text ads for greater impact - Leveraging account signals and product features at the right times to improve key performance indicators - Understanding the product roadmap to enhance targeting and measurement capabilities over time The presentation provides examples and best practices for advanced features like matched audiences, lead generation forms, and conversion tracking to take LinkedIn campaigns to the next level.

1. Advanced Strategies
On LinkedIn

2. Amanda Green
Carissa Perault
Your
Presenters

3. You’ve Launched Campaigns, A/B Tested, and
Know LinkedIn Best Practices….

4. Now What?

5. Time to Take Your LinkedIn Campaigns to the
Next Level

6. Agenda
The Next Step in Targeting:
Matched Audiences
↓
The Next Step in Strategy:
Marrying Sales + Marketing
↓
The Next Step in Reach:
Pairing Products for Impact
↓
The Next Step for Product Enhancements:
Account Signals on When to Use Advanced Features
↓
The Next Step for LinkedIn:
Product Roadmap

7. Matched Audiences

8. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

9. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

10. ABM & Contact List Upload
Demo?

11. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

12. Contact Targeting Using Data Integrations
How to Set Up Within Campaign Manager

17. Noteworthy Items:
For larger lists, it may take up to 24hrs for the lists to appear
The lists will automatically sync to your contact management
platform (within 24hrs)
List must hit 300 people before it can be used as a targetable
segment
We integrate with Marketo, Eloqua, and Liveramp

18. Questions?

19. Contact Targeting Using Data Integrations
Use Cases & How to Measure Success

20. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose our top performing
blog articles and run on
Sponsored Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)

21. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose our top performing
blog articles and run on
Sponsored Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)
Marketing or Sales Qualified
Leads
Overview of the product or
platform, product examples,
testimonials and case studies
Opportunity Creation

22. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose our top performing
blog articles and run on
Sponsored Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)
Marketing or Sales Qualified
Leads
Overview of the product or
platform, product examples,
testimonials and case studies
Opportunity Creation
Contacts in Pipeline
Promote a guide on specific
features
Movement in Pipeline
(i.e. Exploration Opp to
Proposal or Closed Won)

23. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose our top performing
blog articles and run on
Sponsored Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)
Marketing or Sales Qualified
Leads
Overview of the product or
platform, product examples,
testimonials and case studies
Opportunity Creation
Contacts in Pipeline
Promote a guide on specific
features
Movement in Pipeline
(i.e. Exploration Opp to
Proposal or Closed Won)
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop
Reduced Churn / Upsell &
Renewal Rate (Retention
Marketing)

24. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

25. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

26. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

27. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

28. Noteworthy Items:
Need to have content that is tailored to the customer
base you are bringing over
Need to be prepared to measure traction and
movement within your Contact Management Platform
(cpc, cpl, or mql measurement doesn’t truly measure
success here)

29. Questions?

30. Leveraging Lists for Exclusions
Using Existing Data to Tailor Who You’re Messaging

31. Contact
Management
Platforms
(Known Prospects
or Customers)
Email Lists
(Known
Prospects or
Customers)
Retargeting
Pools
(Engaged
Audience)
We Have the Data...
Website
Converters
(Engaged
Audience)
Account Lists
(Prospect
Accounts OR
Competitors
OR Clients)

32. Use Cases Content
Demographic Targeting [EXCLUDING]
Known or Engaged Prospects
High Level Content, Introductory Assets,
Value Prop/Industry News
Retargeting [EXCLUDING] Current
Clients
Educational pieces, Product
Options/Demos, Case Studies
Retargeting or Demographic Targeting
[EXCLUDING] Competitor List
Same As Above (ensures you are not
wasting impressions or sharing your
content strategy)
...Now Lets Use It!

33. Balancing Accuracy with Scale
Appropriately Integrate Matched Audiences with Your Strategy

34. DON’T [go too niche]

35. DON’T [Mix Remarketing with outside Lists]
These Two Features will ‘AND’ not ‘OR’

36. DO [Have a Balanced Strategy]
Robust and Accurate Targeting...that’s Balanced

37. It’s an Art not a Science
Test What Works Best to Achieve Your Marketing Goals

38. EXAMPLE
Let’s Say You Want to Target IT Decision Makers....

39. EXAMPLE
It Works...But is it the Best?
BASIC

40. EXAMPLE
Let’s Get Robust
FA=IT,
Director+
in North
America
IT Decision
Makers

41. EXAMPLE
Measure
FA=IT,
Director+
in North
America
Site
Retargeting
IT Decision
Makers

42. EXAMPLE
Measure
FA=IT,
Director+
in North
America
Site
Retargeting
ABM List
from Field
Team
IT Decision
Makers

43. EXAMPLE
Measure
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Site
Retargeting
ABM List
from Field
Team
IT Decision
Makers

44. EXAMPLE
Measure
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Marketo
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Decision
Makers

45. EXAMPLE
Measure
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Marketo
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Skills
with
Manager+
Layer
IT Decision
Makers

46. EXAMPLE
Measure
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Marketo
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Skills
with
Manager+
Layer
IT Decision
Makers
CPL: $68
CPL: $92
CPL: $212
CPL: $44
CPL: $84
CPL: $198
(but seeing
strong traction
with movement
from 25% to
proposal stage)

47. EXAMPLE
Measure
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Marketo
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Skills
with
Manager+
Layer
IT Decision
Makers
CPL: $68
CPL: $92
CPL: $212
CPL: $44
CPL: $84
CPL: $198
(but seeing
strong traction
with movement
from 25% to
proposal stage)

48. Questions?

49. Break

50. Sales + Marketing:
Better Together

51. Sales + Marketing Working Together
….it’s a Trending Topic

52. Marrying Sales + Marketing On LinkedIn
How To Guide

53. The Challenge
LinkedIn Campaigns are
bringing in leads to your
inbound sales teams, but
not converting to Sales
Accepted leads (i.e. High
Volume but Low Quality)
Marrying Sales + Marketing On LinkedIn

54. The Challenge
You are having trouble with
scaling campaigns that are
targeting your decision
maker
Marrying Sales + Marketing On LinkedIn

55. The Solution
Identify Gaps between your
Saved Leads and Target
Audiences. Then adjust your
marketing efforts to align
with sales to increase
traction and/or expand scale
Marrying Sales + Marketing On LinkedIn

56. How?
Sales Navigator Audience Audit

57. Your Sales Team is heavily focused on the below Industries

58. Your Marketing Aligns Well With the Top Three Industries

59. But There is Room for Improvement Among Other Industries
Retail
Professional
Services
Government

61. ● Streamline alignment between marketing and sales
at Genesys
● (ABM), expanding the company’s database of
contacts within both existing customer accounts as
well as with new key clients identified by sales
● Leveraged thought-leadership content – including
partnered-reports from Forrester and Gartner, as
well as e-books and playbooks– the team worked to
educate their audience and generate top-of-funnel
leads
● Bhavisha Oza, Director of Digital Marketing, “You
need a critical mass – even for ABM, you can’t
target 1,000 companies and expect your campaign
to deliver optimal cost per acquisition (CPA). The
smaller your list is, the higher your CPA gets.”

62. Challenge
● Develop an effective ABM strategy
● Fine-tune specific target audience
Solution
● LinkedIn Sponsored Content
Results
● 60% net new Marketing Captured Leads
● 0.43% CTR for IT target audience
● 0.47% CTR for support target audience
● 2.7% average conversion rate; 4% conversation
rate for top-performing offer

63. Questions?

64. Pairing Products for Impact

65. Product Pairing for Event Based Content
Sponsored Content + InMail

66. Sponsored Content + InMail
Sponsored InMail open
rates are 128% higher
if users are exposed to
Sponsored Content first

71. Product Pairing for Evergreen Content
Sponsored Content + Text Ads

72. Metric Sponsored Content Alone Text Ads
Conversions 581 405
Conversion Rate 0.35% 40%
Cost Per Conversion $467.73 $25.64
Investment $300k/qtr $10k/qtr
Product Pairing for Evergreen Content
Tech Company (Security) | 500 Employees | Privately Held

73. Product Pairing for Evergreen Content
Tech Company (Security) | 500 Employees | Privately Held

74. SnapCap is an online lending platform that specializes in
offering loans to small business owners who are
under-served by banks or who may not have access to
capital.

77. Questions?

78. Advanced Features
& When to Use

79. With all of the recent enhancements to LinkedIn
Ads, how do I know what’s right for me?

80. Lead Gen Forms

81. Lead Gen Forms
What You’re Trying to
Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL
Yes, by removing the friction of
conversions on mobile devices

82. Lead Gen Forms
What You’re Trying to
Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL
Yes, by removing the friction of
conversions on mobile devices
Marketing Qualified Leads MQL
Yes, IF what is hindering the
movement to MQL or SQL is the need
for prospects to download more
assets or certain assets (demos, free
trial etc.)
Sales Qualified Leads SQL

83. Lead Gen Forms
What You’re Trying to
Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL
Yes, by removing the friction of
conversions on mobile devices
Marketing Qualified Leads MQL
Yes, IF what is hindering the
movement to MQL or SQL is the need
for prospects to download more
assets or certain assets (demos, free
trial etc.)
Sales Qualified Leads SQL
Opportunity Creation
# Of Opps Touched by LI,
or end ROI of LI
Not Directly. May be useful to include
within your strategy, but pay close
attention to lead quality, and ensuring
your targeting is locked in

84. Noteworthy Items:
Lead Gen forms are only on mobile at this time
Help to reduce the friction of a conversion on mobile
Will help if your main issues are at the point of conversion, but
will not be an immediate fix for quality issues that are surrounding
MQL/SQL, or overall ROI

85. Matched Audiences
Best Practices

86. Matched Audiences - Retargeting Lists
A few things to remember
Running general brand/Direct response
content in addition to Retargeting is the
best way to acquire the most relevant
volume
If the retargeting list is limited, consider
expanding your general targets to avoid
limiting the scale
Retargeting audiences must be at least
300 members in order to start serving
impressions

87. Matched Audiences - Account Lists
A few things to remember
Target influencers or decision makers
for optimal response rates.
Larger lists will likely have better match rates.
We recommend at least 1,000 companies per
list
Use a CSV file format using only company
names in the first column.
• Check spelling to ensure the matching
process is as fast as possible.
• Avoid using special characters, URLs.
• Remove all formatting for optimal match rates.
• companyname
Avoid hyper-targeting; it could limit scale and
delivery of your campaign. This includes:
• Uploading too small a list of companies or
• Layering too many targeting criteria in addition
to the account list.

88. Matched Audiences - Email Lists
A few things to remember
Use a CSV file format using only email
addresses in the first column.
• Check spelling to ensure the matching
process is as fast as possible.
• Remove all formatting for optimal match rates.
• Ensure the first row says: email
Avoid hyper-targeting; it could limit scale and
delivery of your campaign. This includes:
• Uploading too small a list of contacts, or
• Layering too many targeting criteria in addition
to the account list.
Target influencers or decision makers
for optimal response rates.
Larger lists will likely have better match
rates. We recommend at least 10,000
contacts in your lists

89. Questions?

90. Product Roadmap

91. Appendix

92. Conversion Tracking

93. Why conversion tracking for LinkedIn ads?
Track all of your conversions right in
Campaign Manager
Record leads from your LinkedIn campaigns across
desktop and mobile, whether members convert after
clicking on—or even just viewing—your ads.
Understand your ROI
Measure the true value you’re getting from your
Sponsored Content and Text Ads campaigns, including
return on ad spend, conversion rate, cost per conversion,
and more.
Optimize for the results that matter most
See which specific ads, audiences, and offers are driving
conversions for your business. Use this data to improve
your campaigns at every stage.

94. Conversion tracking defined
A conversion is an action
that a member takes, like
filling out a webinar
registration form or
downloading a white paper.
Conversion tracking is the
ability to measure
conversions and then
attribute it back to the source
that provided the initial click
or view.
By tracking these
conversions, you can more
easily gauge the ROI of your
campaigns.
1 A prospect clicks on
or views an ad
2 Prospect lands on your site
and submits a form.
3 Prospect lands on “Thank You”
page, gets counted as Conversion.
Thank You!
Your download should start automatically.
If not, click here.
4 Prospect is registered as a
conversion in your LinkedIn
campaign reporting.
+1

95. Get started with LinkedIn
conversion tracking