Prospect Nurturing
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This document provides information about LinkedIn Marketing Solutions and their Lead Accelerator product. It discusses how Lead Accelerator can help marketers engage prospects across different stages of the purchasing funnel by identifying key audiences, sequencing relevant messaging in display and social ads, improving lead quality through autofill of forms, and optimizing programs through testing and reporting. The goal is to deliver more high-quality leads by engaging prospects with helpful content tailored to where they are in their decision process.
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Prospect Nurturing
- 2. Russell Glass Head of Products LinkedIn Marketing Solutions Prospect Nurturing
- 3. Connect the world’s professionals to make them more productive and successful LinkedIn’s mission
- 4. * 2014 member number as of September 30, 2014 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014* 32M 364M+ Professionals join daily
- 5. Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US Members worldwide More business decision makers than comparable business sites Higher buying power index vs. comparable business and social sites
- 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 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google
- 7. 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
- 8. Imagine if the funnel worked like it should Reach only the right people Deliver highly relevant and helpful content Tailor your message based on where they are in the decision process
- 9. Be the most effective platform for marketers to engage with professionals LinkedIn Marketing Solutions’ mission Be the most effective platform for marketers to engage with professionals
- 10. The only full-funnel professional platform products that impact every stage of your funnel and get results
- 11. Deliver more high-quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content LinkedIn Lead Accelerator Engage Engage the 80% of known prospects who don’t open your emails. Evaluate Evaluate the impact of your nurture programs. Convert Convert more of the 95% of anonymous web visitors who don’t provide an email address.
- 12. LinkedIn Lead Accelerator Marketing automation for display and social advertising
- 14. Identify the onsite behaviors that indicate high engagement or specific interests Define the most desirable business demographic segments Understand the audiences that have already taken specific actions on your site or converted Identify and target your highest-value audiences, both anonymous and known Step 1
- 15. Synchronize your Lead Accelerator programs with Eloqua and Marketo nurture programs Intelligently engage anonymous and known prospects across ad exchanges for display, and Facebook and LinkedIn for social Upload creative directly and allow Lead Accelerator to optimize delivery of the messages to the right audiences at the right time Sequence relevant messaging across display and social adsStep 2
- 16. Increase conversion rates with AutoFillStep 3 Improve quantity and quality of leads through access to LinkedIn’s professional data Instantly populate lead forms with accurate, LinkedIn professional data Make it easy to fill out forms on mobile with a single click
- 17. Optimize ad creative and nurture stream design through platform- supported A/B testing Step 4 Turn on and off creative or swap out creative based on real-time performance Adjust order of messages, targeting, and nurture streams based on audience interaction, engagement and other performance metrics
- 18. Track metrics including lift in visits, engagement, conversions by nurture path, and more Get clear insight into nurturing effort results via out-of-the-box, full-funnel reporting Use these results to inform how you build out new target segments and nurture streams Measure program impact at every stage of the buy process through built-in reporting Step 5
- 19. Nurture stream development, ad modifications, and launch On-site marketing strategy & planning Post-launch optimization through the first month LaunchPad Ensure success with hands-on guidance from marketing experts
- 20. Goal: support business growth – get access to credit and open a business account S M Small business owner Marketer S M Learn about options Branding/ awareness “Be part of the conversation” S M Visit your company's website Publish relevant content S Continue to research across the web Nurture through display & socialM S Fill a lead form or visit a bank Nurture more intimately through email, display & social adsM S Become a customer! Nurture to cross sell & upsellM
- 21. Our customers tell our story better than us
Editor's Notes
- Introduce yourself Purpose of this session is to chat about the importance of prospect nurturing and LinkedIn’s role in nurturing. I’ll chat for about 30 mins and leave about 10 mins for questions. From there we’ll move into a fireside chat with two current Lead Accelerator customers and our head of B2B marketing, Dave Karel. They’ll chat on the role Lead Accelerator has had in their nurturing effort. Lastly, we’ll have a workshop from a Marketing Automation Consultant and Subscription Consultant with a fictitious
- Now let’s dig a bit into what is LinkedIn Lead Accelerator. You can do all this great work to invest in branding and awareness campaigns at the top of the funnel to ultimately drive visitors to your website where they can learn more about your brand, but as we know, less than 5% of your website visitors are providing their email address for you to continue the conversation with them through email nurturing. Lead Accelerator is focused on solving that. With Lead Accelerator, you’ll be able go past that 5% and reach the 95% of web visitors that haven’t yet provided their email address. You can do this by nurturing them with display and social advertising. You can also go beyond the inbox and engage your known prospects not just through email anymore, but also through display and social. And with every Lead Accelerator purchase, you get access to our full funnel analytics to understand in detail how your nurture programs are performing. But ultimately, what do all B2B marketers aim to drive? More high quality leads, right? And that’s what you’re going to get with Lead Accelerator. This product will allow you to drive more high quality leads to sales by engaging your prospects anywhere they travel online and powered by LinkedIn business demographic data.
- Now you may be saying to yourself…this sounds a lot like retargeting and we’ll go into more detail on how the concept of sequential messaging applied to display and social advertising make it more like an email marketing automation platform. In fact, we refer to Lead Accelerator as marketing automation for display and social. So let’s spend some time actually going through how this product works and then we’ll open it up for questions.
- It starts with defining your target audience and then understanding how effective the marketing efforts you’re driving today are at engaging that target audience. At LinkedIn, we have the most up-to-date data set in the world on professionals powered by the profiles of over 350 million members worldwide. If you’ve purchased media from us in the past, you know that this allows you to have access to a whole host of targeting facets to reach the audiences that matter to you most such as geography, seniority, function, and more. But how does that apply to Lead Accelerator?
- Well…out of the box and within 24 hours of implementing our javascript tag on your website (or what we call the LinkedIn Insight Tag), you can start to understand the types of audience coming to your website. We break this down by the standard demographic facets such as company size, industry, function, and seniority. While there are some great web analytics tools out there such as Google Analytics, we’re the only platform that can most accurately tell you WHO is coming to your website. This data can be broken down more granularly than just your overall web traffic and even go down to the individual page level. So before even start your Lead Accelerator programs, you can understand if your overall marketing efforts are driving the right audiences to your website. Now that you understand who is coming to your website, let’s start to define the audience segments that you want to nurture. In other words, the audiences you want to continue a conversation with. By clicking create a nurture stream within lead accelerator, you’ll have the opportunity to define your audience segments in a variety of ways. First, it’s based on their website behavior or as we call it at LinkedIn. Their digital body language. This is the most widely used targeting option by Lead Accelerator users. Some examples of uses of this targeting facets are to segment just those that are visiting your homepage vs. those that are visiting a specific product page. The power of this targeting is that you can also exclude certain segments such as those that are existing customers visiting a login page only accessible by customers or even excluding those that visit the careers page of your website since they’re more likely to be looking for a job with your company rather than serving as a prospective customer. Next we provide the opportunity for you to also nurture your known segments from your email marketing automation systems. Specifically, Marketo and Oracle Marketing Cloud. If you didn’t catch our announcements of these integrations over the past few weeks, I encourage you to check out our blog at marketing.linkedin.com. As a Marketo or Eloqua customer, you likely have define audiences that you’re nurturing via email on those platforms, with a simple integration with Lead Accelerator, you can send those audiences over to Lead Accelerator and now nurture them with Display and social. In this screen shot, we’ve selected Marketo as our external segment source and could then select a Marketo smart list that I had sent over from Marketo. Beyond segmenting your website visitors by their digital body language and by importing segments from external platforms such as Marketo and Oracle Marketing Cloud, you can also layer on LinkedIn demographic filtering such as company size, location, industry, and function. Now we always caution our clients to be careful to avoid hypertargeting since you may alienate a notable volume of your web traffic. Also, just like you could exclude segments on web behavior, you can also exclude certain segments such as those below a certain company size or outside of a given region. Now that we’ve defined our audience segment for our nurture stream, it’s about defining the messages that are relative to that audience.
- Let’s start by reminding ourselves on how traditional retargeting works. If I went to Amazon.com and put a pair of shoes in my shopping cart and chose not to buy, we all know what would happen. For the next few weeks, I’d see those pair of shoes via ads everywhere I traveled across the web. Now being hammered with that same ad over and over again could actually work pretty well for B2C, but we all know that it won’t work for B2B or high consideration B2C purchases. Those more complex purchases require education and nurturing over time of your target audience and this is what email nurturing via marketing automation does really well. You’ll receive one email encouraging you to watch a product video one week and an invitation to a webinar a few weeks later depending on how you engaged with the first video. This same concept of sequential messaging is now applied to Lead Accelerator. First, you’ll need to define what your first message (or as we call it – Wave) would be. Let’s say it’s a message to watch a video. You’ll need to define how long this message should be shown to your target audience, and the definition of a conversion. From there it’s about uploading the ad creative associated to this message. Here’s an example of creative our very own marketing team uploaded for their wave. Here we see the display ads they uploaded of various standard IAB formats and a Facebook NewsFeed Ad and LinkedIn Sponsored Content Ad. The great thing is that you don’t have to go over to Facebook or LinkedIn to create these ads, but you can create and upload them right in Lead Accelerator.
- Once your prospects are ready to raise their hand and provide their contact information, we make it easier for them to do so. Every Lead Accelerator client will also receive the option to place an AutoFill with LinkedIn button on their lead forms. With a single click, prospects can fill out the fields on a lead form with the information from their LinkedIn member profile. As you can imagine, this has led to our customers having an increase in the volume of conversions and better data on their prospects. We’ve seen particularly strong results on mobile where AutoFill makes the form fill process a lot easier.
- Now that your streams are up and running, you’ll want to understand how they’re performing. This is where our analytics come into play. We’re able to show you performance across all of your nurture streams, the individual nurture stream, wave, and even creative level, so you can better optimize your efforts. We also support creative A/B testing where you can upload two types of creative into a wave and see which one is performing better. Our best customers spend the majority of their time here. They’re regularly adjusting the order of the waves in their nurture streams. Observing how audiences are moving from one stream to the next. Adjusting their creative based on what’s working. And here we show you pretty detailed metrics such as impressions, clicks, CTR, actions, impressions per actions, cost per action, and post click actions.
- Beyond this, there’s also the funnel impact report. This is one of our most powerful reports because it will show you the incremental new visitors that your media investments have driven to your website (outside of Lead Accelerator). And then with Lead Accelerator, you can see the incremental percentage of page views and actions driven for visitors exposed to Lead Accelerator nurture vs. those visitors that were not. If it’s about showing the ROI of your investment, this report will give you everything you need.
- Let’s take a few examples of how nurturing plays a role within the financial services space. Let’s put ourselves in the shoes of a small business owner and understand where the marketer serves a role in their path to become a customer. Their business is starting to grow and they’d like to get access to credit, so they can move beyond their personal credit card. They’d also like to open a business account, so they can have access to services to better manage their high levels of cash flow and higher volume of payment processing. Like most of us, they’d start by going online to learn about their options. This may include using online serach, engaging on social platforms with their network to get peer reviews and feedback, and even visiting card comparison sites. At this stage it’s critical that the marketer is investing in branding and awareness to ensure that their brand is part of the conversation and this prospect is aware of your brand as a potential vendor. If the small business owner is interested enough, they’ll likely visit the marketer’s company website to learn more. At this stage, the marketer needs to make sure their website has relevant content that’s optimized for the audiences that they want to engage. We know that with business related purchase like this, that a single visit likely won’t be enough to put this small business owner over the edge to buy. They’ll likely continue to do research across the web. The marketer will want to make sure they are continuing to engage that owner with relevant display and social content along the way. Along the way, the small business owner may be intrigued enough to raise their hand and explicitly exhibit that they want to learn more. They could do this by filling out a lead form on your site or even walking into a bank to talk to a relationship manager. As a known prospect, the marketer will now want to nurture this owner more intimately. This means more personalized display and social content based on the type of products they’re interested in and even emails from someone from the company to continue the conversation. Once the small business owner choose to sign up and become a customer, the concept of nurturing still continues. Now the marketer has an opportunity to engage the small business owner with up-sell and cross-sell opportunities.