Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Bryan Burdick, Head of B2B Sales for LinkedIn, shares five unstoppable trends in a multi-channel, always-on marketing world.

1. Nurturing Funnelmentals
Bryan Burdick
Head of B2B Sales
LinkedIn
EducationConnect 2014 #inEDU14

2. It’s a Data-Driven
“ALWAYS-ON”
Multi-Channel World

3. Marketing Leaders Face
5 UNSTOPPABLE TRENDS

4. There will be
WINNERS & LOSERS
You’ll thrive or become extinct

5. #1 UNSTOPPABLE TRENDS
Marketers are overfishing in the bottom of the funnel.
2 out of 3 marketers feel their program mix is not meeting the demands of the
sales pipeline.
Source: BtoB magazine: Online Marketing: The Next Frontier, March 2012

6. #2 UNSTOPPABLE TRENDS
Attribution is Everything.
Choose Your Metrics Wisely.
You wouldn't measure a lead-off hitter
the same way you'd measure a clean-up hitter.

7. #3 UNSTOPPABLE TRENDS
The Campaign Is Dead. It’s
an Always-On, Multichannel
World.

8. #4 UNSTOPPABLE TRENDS
Modern Marketers Cannot
Scale without an Integrated
Marketing Stack
Gartner projects that by 2017 the CMO will
spend more on IT than the CIO does.

9. #5 UNSTOPPABLE TRENDS
Data is King.
IBM says 2.5 quintillion bytes of data are
created daily. That means 90% of the
world's data has been generated in the past
two years.

10. Importance of Nurturing
10 PIECES
OF CONTENT ARE
CONSUMED BEFORE
A PURCHASING
DECISION
IS MADE
Google’s Zero Moment of Truth
THE VALUE
OF PURCHASES ARE
47% HIGHER
FROM
NURTURE
LEADS
Gartner Group

11. EDU Marketing
Objectives
Goal #1
REACH
Reach the right target
audience, at scale
Goal #2
CONVERT
Nurture prospects to convert
Goal #3
ACQUIRE
Increase velocity to acquire
customers
MEASURE
throughout the
funnel and
optimize

12. MEASURE
throughout the
funnel and
optimize
Goal #1
COST-EFFICIENCY
REACH
Reach the right target
audience, at scale
HURDLE
LEAKY
FUNNEL
95% OF WEBSITE VISITORS
*! **!
98% OF B2B LANDING PAGE
VISITORS NEVER COME BACK
DON’T CONVERT
Goal #3
ACQUIRE
Increase velocity to acquire
customers
DRIVING
BLIND
LITTLE TO NO
VISIBILITY INTO HOW
TO OPTIMIZE
LEAKY
FUNNEL
80% DON’T OPEN EMAILS***!
Hurdles to
Scaled Success
*Smart Insights, B2B Landing Page Bounce Rate, 2014
**B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.
***Eloqua Benchmark 2012

13. Upper Funnel:
Reach
TARGET NEW AUDIENCES
• Bizographic Targeted Advertising for:
• Display
• Social
Awareness = Precision + Scale
Create Custom Audience
Segments
BIZO REACH
BIZO NURTURING
Reach Them Wherever They
Travel Online

14. Wherever YOUR PROSPECTS GO
We Go

15. Lower Funnel:
Nurture
BIZO
PROSPECTING
NURTURE BIZO NURTURINGEXISTING AUDIENCES
• Multi-Channel Nurturing
• Anonymous Nurturing
• Known Nurturing
BIZO REACH
Stop the Leak - 95% Don’t Convert*
Marketing Automation for
Display
- 80% Don’t Open Emails**
More, Better, Faster
*B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.
**Eloqua Benchmark 2012

16. Lower Funnel:
Anonymous Nurturing
Serve Messages Based on WHO They Are WHAT They’re Doing on Your Site
SEGMENT SEQUENCE AUTOMATE
• Demographics
• Onsite Behavior
• Specific Actions
Create nurture streams and
customize sequence
messaging
Always on
constantly optimizing
Identify the audiences
that matter most

17. Full Funnel:
Measure
Understand Performance
at Every Stage of the
Funnel
UPPER FUNNEL ANALYTICS
• Repeat Visits
• Engagement
• Pageviews per visit
• Visits per visitor
• Leads
• CPA/CPL
.
• Brand Recall
• Targeted Reach
• Targeted Website Traffic Lift
• Branded Search Lift
LOWER FUNNEL ANALYTICS
Measure the Right
Metrics at Each Stage
BIZO REACH
BIZO NURTURING

18. Upper Funnel
Analytics
AUDIENCE TRENDS
AUDIENCE INSIGHTS
NEW VISITORS REPORT

19. Lower Funnel
Analytics
BY SEGMENT CREATIVE
NURTURE STREAM PERFORMANCE

20. Full Funnel
Analytics FULL FUNNEL IMPACT

21. Full Funnel
Marketing
BIZO REACH
Reach precise audiences via business
demographic-targeted display, social and video
1
• Bizographic Targeted Advertising for:
• Display
• Video
• Social
2 BIZO NURTURE
Nurture anonymous known prospects
through social display advertising
• Multi-Channel Nurturing
• Anonymous Nurturing
• Known Nurturing
3 MEASURE THROUGHOUT
Measure the impact through full funnel
analytics
• Brand Recall
• Targeted Reach
• Targeted Website Traffic Lift
• Branded Search Lift
• Repeat Visits
• Engagement
• Leads
BIZO REACH
BIZO NURTURING

22. Combining LinkedIn + Bizo assets to deliver a more robust
Full Funnel Marketing Solution
Reach more of the
right people
Nurture
audiences
across
channels to
accelerate
the funnel
Sponsored Content +
Display + inMail
Accurate targeting
Quality audience
Professional context
Multi-Channel Nurturing +
Media Solutions
Always-on nurture Analytics
Off-LinkedIn reach