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.
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.
Live Webinar: Crash Course in Metrics & AnalyticsLinkedIn
When you're focused on marketing to who matters, understanding the impact of your programs is more important than ever.
Sophisticated Marketers driven by data are measuring and analyzing their initiatives to get closer to their prospects and optimize ROI. But getting there can be a bumpy road. Data accuracy, alignment, attribution challenges, and metrics varying across the buyer's journey are recipe for headaches for even the most Sophisticated Marketer.
Don't fret. In this webcast, LinkedIn's very own Senior Content Marketing Manager, Megan Golden and Senior Marketing Manager, Cassandra Clark, will show you how you can get clear visibility into the impact of your programs throughout the purchase process. We'll also cover the basics on how to leverage LinkedIn Conversion Tracking to optimize your LinkedIn campaigns.
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: 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.
Live Webinar: Crash Course in Metrics & AnalyticsLinkedIn
When you're focused on marketing to who matters, understanding the impact of your programs is more important than ever.
Sophisticated Marketers driven by data are measuring and analyzing their initiatives to get closer to their prospects and optimize ROI. But getting there can be a bumpy road. Data accuracy, alignment, attribution challenges, and metrics varying across the buyer's journey are recipe for headaches for even the most Sophisticated Marketer.
Don't fret. In this webcast, LinkedIn's very own Senior Content Marketing Manager, Megan Golden and Senior Marketing Manager, Cassandra Clark, will show you how you can get clear visibility into the impact of your programs throughout the purchase process. We'll also cover the basics on how to leverage LinkedIn Conversion Tracking to optimize your LinkedIn campaigns.
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
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.
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
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.
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: 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.
The Importance of an Always-on Content Strategy in Higher EducationLinkedIn
Data from LinkedIn Insights demonstrates how higher education marketers can drive reach, lift frequency, and optimize for engagement with an always-on content strategy.
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.
Live Webinar: Your Tactical Plan to Content Marketing on LinkedInLinkedIn
a quick, tactical plan for driving ROI with LinkedIn content marketing tools, including Company Pages, LinkedIn SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Content and LinkedIn Groups.
This webcast session includes:
- What content drives the most engagement on LinkedIn
- Action items and daily time investment needed to succeed with LinkedIn Marketing tools
- Key metrics to measure the success of your strategy
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
Live Webinar: Crash Course to Marketing MetricsLinkedIn
Megan Golden, Senior Content Marketing Manager, LinkedIn
Amanda Halle, Senior Manager, Marketing, LinkedIn
Want to learn how to optimize how you measure full funnel impact? We've got you covered. The second webcast our Sophisticated Marketer's Webcast Series is our Crash Course in Metrics & Analytics and it's exactly what a data-driven marketer like you is looking for. We'll cover data accuracy, alignment, attribution challenges, and more to enable you to prove value.
Context is King -- Building Meaningful Relationships with LinkedIn FollowersLinkedIn
This presentation from our BrandConnect:12 event in NYC shows how to harness the power of LinkedIn's follower ecosytem, including real-life examples for building meaningful relationships on LinkedIn.
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
Digital Marketing for Business Growth explains Business concepts, Marketing models, Digital Marketing channels like blogging, SEO, SEM, Social Media Optimization, Social Media Marketing, Video Marketing and Email marketing.
At our company, it has been our legacy to raise the bar of excellence several notches higher with every new creation.
Our vision is to create residential and work spaces with modern amenities at affordable prices.
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.
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.
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.
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
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.
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: 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.
The Importance of an Always-on Content Strategy in Higher EducationLinkedIn
Data from LinkedIn Insights demonstrates how higher education marketers can drive reach, lift frequency, and optimize for engagement with an always-on content strategy.
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.
Live Webinar: Your Tactical Plan to Content Marketing on LinkedInLinkedIn
a quick, tactical plan for driving ROI with LinkedIn content marketing tools, including Company Pages, LinkedIn SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Content and LinkedIn Groups.
This webcast session includes:
- What content drives the most engagement on LinkedIn
- Action items and daily time investment needed to succeed with LinkedIn Marketing tools
- Key metrics to measure the success of your strategy
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
Live Webinar: Crash Course to Marketing MetricsLinkedIn
Megan Golden, Senior Content Marketing Manager, LinkedIn
Amanda Halle, Senior Manager, Marketing, LinkedIn
Want to learn how to optimize how you measure full funnel impact? We've got you covered. The second webcast our Sophisticated Marketer's Webcast Series is our Crash Course in Metrics & Analytics and it's exactly what a data-driven marketer like you is looking for. We'll cover data accuracy, alignment, attribution challenges, and more to enable you to prove value.
Context is King -- Building Meaningful Relationships with LinkedIn FollowersLinkedIn
This presentation from our BrandConnect:12 event in NYC shows how to harness the power of LinkedIn's follower ecosytem, including real-life examples for building meaningful relationships on LinkedIn.
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
Digital Marketing for Business Growth explains Business concepts, Marketing models, Digital Marketing channels like blogging, SEO, SEM, Social Media Optimization, Social Media Marketing, Video Marketing and Email marketing.
At our company, it has been our legacy to raise the bar of excellence several notches higher with every new creation.
Our vision is to create residential and work spaces with modern amenities at affordable prices.
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.
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.
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: 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
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.
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.
Introducing the newest products from the Marketing Solutions Business on B2B Connect event in São Paulo - May 2015.
Presentation by Bryan Burdick, Head Global B2B, Marketing Solutions at LinkedIn.
How to Use LinkedIn to Impact Every Stage of the Marketing FunnelLinkedIn
As a digital marketer, it can be challenging to identify the most effective mix of marketing channels to use, as well as the right technologies to support these efforts. After all, we marketers are a diverse bunch. Some of us live in a world governed by leads and conversions, while others prioritize increasing brand awareness with the right target audience. And of course, there are those who believe that impacting the entire marketing funnel is important—reaching the right people at the top of the funnel and nurturing them through the buying process until they are ready to buy.
The LinkedIn Marketing Solutions platform—comprised of Display Advertising, Sponsored Updates, Sponsored InMail, Lead Accelerator, and Text Ads—is designed precisely with these full-funnel objectives in mind.
Whether you’re a demand generation marketer focused on leads, a brand marketer looking to increase awareness with a professional audience, or perhaps a little bit of both, our portfolio has been purpose-built to help you succeed in reaching the right prospects across any long and complex purchase process. Find out how the platform can help you, no matter what your goals are.
Now you can deliver more high-quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content at every stage of the buying process.
Join LinkedIn's Head of B2B Marketing Dave Karel and Global Sr. Product Marketing Manager Sudeep Cherian as they walk you through the new Lead Accelerator platform.
You'll learn how to:
- Identify and target your highest value audiences.
- Sequence relevant messaging based on the profile and onsite behavior of your prospect.
- Increase conversion rates on forms using LinkedIn’s Autofill capability.
- Optimize ad creative and nurture stream design through platform-supported A/B testing.
- Measure impact at every stage of the buy process through built-in reporting.
Discover how to reach and engage more of the right people to drive more qualified leads and boost revenue for your business.
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.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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.
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
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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/
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
2. New keys to success
Our team’s approach
Buyer evolution
3. 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
4. Increase targeted reach and quality conversions
4
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
5. 5
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
6. 6
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
7. New keys to success
Our team’s approach
Buyer evolution
8. Nurture
Deliver helpful content at the right time, based
on who they are and what matters to them
Measure
Track branding and direct response impact
with simple yet powerful analytics
8
3 keys to more effective marketing
Reach
Reach the right people with accurate
targeting
13. Measure and optimize your reach and conversion
13
Optimization
Full-funnel analytics
Convert
# of targeted actions
Actions per visitor
Actions/impressions by targeted audience
Cost per action
Reach
Targeted reach and website traffic
New visitors introduced
Cost per introduced visitor
Visits and pageviews per visitor
15. 15
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
16. • Target LinkedIn members with
accuracy to drive brand objectives
• Engage your audience in a high quality
professional context
• Deploy a variety of formats from IAB
standard formats to highly engaging
native ads such as Spotlight Ads and
Follow Company Ads
Reach and engage more than 300M professionals
LinkedIn Onsite Display
17. • Target professionals who live in target cities along key
routes
• Identify members who belong to LinkedIn groups
related to business travel in Asia
Approach:
“We knew we needed to advertise where business people
– and especially the business travelers – are going to be.
They’re on LinkedIn.”
Dennis Owen
VP Marketing Americas, Cathay Pacific Airways
18. • Target professionals with accuracy and
scale across the web
• Reach your audience with frequency to
increase awareness and engagement
• Engage prospects on LinkedIn,
business publisher sites, and beyond
• Measure the impact of your programs
with full funnel analytics
Reach the right professionals wherever they travel
LinkedIn Network Display
19. OpenDNS reached, nurtured, and converted
IT decision makers with LinkedIn Network
Display and Lead Accelerator.
• Drove more than 9,400 new website visits from IT pros
• Increased engagement: 140% increase in page views per
visitor; 64% increase in visits per visitor
• Generated 280+ new leads
Results:
20. Deliver rich content in the LinkedIn feed across all devices
LinkedIn Sponsored Updates
21. Adobe shaped brand perception
among marketing decision makers
with Sponsored Updates
• 50% more likely to agree that “Adobe is shaping the
future of digital marketing”
• 2.5x more likely to agree that Adobe’s Sponsored
Updates “captured their attention”
• 79% more likely to agree that “Adobe can help me
optimize my media spend”
Results:
22. • 38% more leads than other social channels
• 65% lower cost per lead than other social channels
Results:
“Sponsored Updates were a natural fit for us because
members are looking to expand their knowledge base --
we could provide each of our target audiences content
that addresses their unique business needs.”
Lauren Pedigo
Digital Marketing Manager, Kinvey
23. Drive more leads and get the attention of your highest-value audiences
on LinkedIn with targeted messages delivered right to their inboxes
LinkedIn Sponsored InMail
24. • 48% open rate
• 11x higher response rates vs internal email
• 73% lower cost per lead than competitor
Results:
“With Sponsored InMail, we hit a 48% open rate.
Compared to our internal efforts, our Sponsored InMail
response rates were 11x better.”
Brett Chester
VP of Online Marketing, Replicon
25. DISPLAY AD
• Convert the 95% of anonymous web visitors
who don’t provide an email addresses
• Engage the 80% of known prospects who
don’t open your email
• Evaluate the impact of your nurture programs
Deliver more high quality leads to your sales teams by engaging
prospects anywhere online with relevant ads and content
LinkedIn Lead Accelerator
2
5
John Smith
DISPLAY
AD #1
SU #1
#1
27. “As soon as a prospect engages and shows interest in a particular
program, they start receiving sequenced messaging that’s relevant
to the specific program they’ve shown interest in. You can see the
impact of this in the performance and you can see it in the quality
of each lead.”
Andrew Hickey
Director of Digital Marketing, eCornell
Results:
• Conversion rates are 2x higher than normal marketing
campaigns
• Conversion rates from their Sponsored Updates nurture streams
specifically were 4x higher than normal marketing campaigns
• Cost per lead is 3x lower than what they’ve seen through
traditional retargeting
Nurture Stream: Visitors to Executive Leadership
Certification Page
Sponsored Updates Facebook News
Feed
Display
28. “We can reach prospects anywhere online and
make every interaction with them more personal
and relevant throughout the buyer’s journey.”
Eric Hansen
Director of Demand Generation, Cetera Financial Group
Results:
• Drove over 900 new website visits from finance professionals
• Increased page views by 27% from visitors that were nurtured with
display and social ads
• Generated nearly $1 million in new business
29. 29
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
30. Nurture
Deliver helpful content at the right time, based
on who they are and what matters to them
Measure
Track branding and direct response impact
with simple yet powerful analytics
30
Reach
Reach the right people with accurate
targeting
3 keys to more effective marketing
31. New keys to success
Our team’s approach
Buyer evolution
36. The Blogging Food Groups
A steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Spinach Raisin Bran Chocolate
Cake
Roast Tabasco
Spinach
41. Full-funnel marketing drives results
47%
% of total inquiries driven by
social YTD
29x
Increase in organic blog visitors
YoY
7.5x
Organic LMS website visits
growth YOY
25%
% of new customer
acquisition sourced by
marketing
42. 42
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
43. Nurture
Deliver helpful content at the right time, based
on who they are and what matters to them
Measure
Track branding and direct response impact
with simple yet powerful analytics
43
Drive more effective marketing
Reach
Reach the right people with accurate
targeting
44.
45. 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 audience segmentsStep 1
46. Synchronize your Lead
Accelerator programs with your
Eloqua email nurture programs
Actively and intelligently engage
prospects with online display ad
as well as Facebook and
LinkedIn for social and mobile
Deliver the right message to the
right person at the right time
Deliver sequenced messaging across display and social ads that
are targeted by audience segment and stage in the funnel
Step 2
47. 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 profile data
Make it easy to fill out forms on
mobile with a single click
48. Optimize ad creative and nurture stream design through detailed
insights and platform-supported A/B testing
Step 4
Turn messages on and off or
swap out creative based on real-
time performance
Gain insights at every step of the
nurturing process to assess
impact and engagement
Optimize targeting and nurture
streams based on interaction,
engagement and other metrics
49. 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 buying process
through built-in reporting and analytics
Step 5
50. Ensure success with Lead Accelerator LaunchPad
Hands-on guidance from dedicated B2B marketing experts
EACH LAUNCHPAD INCLUDES BENEFITS
On-site marketing strategy &
planning
Nurture stream development, ad
modifications and launch
Post-launch optimization and hand-
off
Learn best practices
Learn best practices for campaign
planning, creative messaging, and
optimizing ROI across all segments
Gain expertise
Become confident in the mechanics
of Lead Accelerator
Drive results
Turn insights and expertise into
successful campaigns that will drive
conversions and increase funnel
velocity
51. Reach more of the right target wherever they are online
53. SMB owner
San Francisco
1 website visit this week
No downloads so far
Nurture more of your audience into named prospects
Message 1
Message 2
Message 3
DISPLAY SOCIAL
Message 1
Message 2
Message 3
54. SBM owner
San Francisco
1 website visit this week
No downloads so far
Nurture more of your audience into named prospects
Message 1
Message 2
Message 3
DISPLAY SOCIAL
Message 1
Message 2
Message 3
55. SBM owner
San Francisco
1 website visit this week
No downloads so far
Nurture more named prospects
to acquired customersDISPLAY SOCIAL
Message 1
Message 2
Message 3
Message 1
Message 2
Message 3
John Smith is your new customer
Message 4
Message 5
Message 6
Message 4
Message 5
Message 6
Of purchases have higher
value from nurtured leads
Source: Lead Nurturing: The Secret to Successful Lead Generation, Aberdeen Group
Editor's Notes
I’m Keith
Nice to be with you today, thanks for joining
I’m going to share best practices for marketing on LinkedIn.
I’ll take questions at the end, but feel free to tweet questions to @LinkedInMktg as we go
Let’s get started
I’ll first share our perspective on the challenges presented by the evolving buyer behavior, then spend the bulk on the new keys to success with LinkedIn based on our new product set.
Then I’ll share insights into how my marketing team is using LinkedIn
As a marketer, you know it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it 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.
---------------
But brands do have an ‘in’ here. On average, people are consuming 10 of those pieces of content before making a purchase.
So once you view the journey from the perspective of sharing content, it actually simplifies: you’re trying to reach the right people, and then nurture them, largely with content, until you acquire them
But we know that things don’t always work this way.
First, because it is challenging to get the right people to your site. 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.
Now, imagine if the funnel actually worked as it should. What if you could be sure to reach only the right people?
Then, what if you could establish an ongoing connection with them, provide them with messaging and content tailored to them, at the exact right times to help them make their purchase decision?
What if you could eliminate all those leaks and realign the funnel, generating significantly more opportunities?
That’s what we’ve been working on. LinkedIn has products that impact every stage of your funnel.
We are in a unique position to help you reach more of the right people and then nurture them with the most appropriate content depending on where they are in their purchase cycle.
Top to bottom, our solutions make up a full-funnel portfolio:
Onsite Display: On LinkedIn, in a premium environment and in the professional context
Network Display: Keep the right professionals engaged across the entire Web through LinkedIn Network Display. Reach them with accuracy and scale on LinkedIn, business publisher sites, and
Beyond.
SU: Content in the world’s only professional feed
Sponsored inMail: get around that inbox problem I articulated earlier
Lead Accelerator: More high quality leads faster
Full-funnel analytics and reporting
And these products work better together, as you’ll see
I’m going to share more details on each product, with 1 or more case study per product, in this next section. But first, I want to start with what we at LinkedIn have seen enable our customers to be the most successful.
Why are we in a unique position to help? Because:
You make sure you’re focusing all your efforts to reach only the right audience. LinkedIn targeting is extremely powerful because it’s based on rich 1st party profile data, which can be segmented in many different ways. Once you find that audience, you can reach them wherever they are online, across al devices.
You are able to maintain an ongoing connection with those people, delivering relevant content based on where they are in their decision process. We know that consumers expect brands to do just that – be always helping instead of always selling. With LinkedIn, you can sequence your messages to be delivered at the exact right time to your audience.
You can easily and effectively track the impact of your campaigns, be they branding or lead gen oriented, and optimize accordingly to make sure you’re always getting the desired results.
We also offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals.
[CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENT’S TARGET AUDIENCE] Here are a few examples of filters you can use.
After you find your target audience, the next step is to start influencing those people towards a purchase. To understand how that works on LinkedIn, let’s pick one individual from your target audience as an example.
[INSERT NAME HERE] is a very well connected professional on LinkedIn, with more than 500 direct connections, including colleagues from past jobs, business partners, people he went to business school with and so on. He's also an active member of a few LinkedIn groups about [TOPIC 1] and [TOPIC 2]. Finally, his peers see him as an expert on those topics, since he shares interesting content almost daily on LinkedIn. These are the people he knows and knowledge he has.
With people and knowledge, [NAME] can better tap opportunity on LinkedIn. Everything he does on LinkedIn supports him as he builds new skills, helps his company grow and advances his career.
These 3 dimensions – PEOPLE, KNOWLEDGE AND OPPORTUNITY – help our members make the most of their professional lives, and are therefore quite powerful ways to connect to and engage them. They build on one another, making it possible for people to accomplish more.
[NAME] is exactly the type of professional you’re trying to reach, so you need to get his attention and nurture him throughout his purchase decision process.
I talked about the 3 keys to more effective marketing a moment ago: 1) Reach 2) nurture, and then #3 is Measure. With our new analytics capabilities, these are a few of the metrics that we can help you track, so you can be sure you’re getting the desired results. You and your account team have instant access to this data, allowing you to A/B test and optimize.
Here are just a few examples of reports you can get from your dashboard
Let’s dive into our platform. I’ll introduce each product, and share a case study or two so you can see best practices
As we touched on, your prospects are now doing most of their research online: so it’s on your marketing team to keep your company’s brand and content in front of prospects early and often during the purchase process so you’re on they’re radar early.
LinkedIn Display Advertising gives you two powerful ways to make sure you’re on the radar and building brand with the right audiences: LinkedIn Onsite Display and LinkedIn Network Display. In other words, if you’re focused on upper funnel goals…you’re looking to reach new audiences, make sure they know who you are and what you do – LinkedIn Display Advertising should be in your program mix.
Now, if context is king in your book -- i.e., you’re all about quality brand association, and knowing exactly where your brand appears, you can use LinkedIn Onsite Display to put your brand in front of more than 300M professionals in the premium, high quality context that the LinkedIn site provides. Onsite Display gives you a great vehicle for accurately targeting members on LinkedIn with IAB-standard ads, and ad formats unique to LinkedIn like including Company Ads, Spotlight Ads, and others…
This is my favorite targeting case on Linkedin
Cathay Pacific wanted to Increase brand awareness among target market segment – people who fly business class between the U.S. and Asia
Solution
• Identify members who are a certain seniority, live near a departure city, and belong to LinkedIn groups related to business travel in Asia, such as Global Workers, China Networking Group, Hong Kong Connection
• Target these members with Display Ads
Results
• Very high engagement rate on the Ads
So, context is important but so is frequency. And, if what you care about is audience….really saturating your target audience…really increasing that brand engagement, LinkedIn Network Display is designed to help you get in front of the right audiences – often- as they consume information across the Web
With Network Display, you’ll have a range of targeting options to reach prospects with accuracy – and at scale -- on LinkedIn, across LInkedIn’s network of 2500+ business publisher sites -- and beyond, by targeting them through the Ad Exchanges…but always in a brand safe environment. Really importantly, the platform give you access to reports to track the impact of your programs at every stage of the funnel – helping you to track upper funnel metrics like targeted impressions served and targeted website traffic lift to lower funnel metrics like actions and CPA
OpenDNS, an internet security firm, reached, nurtured, and converted IT decision makers with LinkedIn Network Display and Lead Accelerator. So they used a combo of our products. And they generated new visitors to their sites, and then nurtured them into leads.
Let’s move down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects.
LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ 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.
As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach
Challenge:
Adobe wanted to further establish itself as a leader in digital marketing and raise awareness for its digital marketing solutions. To do this, Adobe needed a relevant channel to share thought leadership content and expertise with its target audience -- marketing decision makers.
Solution:
Using Sponsored Updates, Adobe shared valuable thought leadership content targeted at marketers -- content that aimed to help marketers achieve greater success in their digital strategies.
Results:
Considerable brand lift for those exposed vs not exposed
Sharing targeted content through Sponsored Updates allowed Kinvey to significantly increase high-quality leads for their business
Kinvey makes mobile apps more efficient, and they were targeting 2 different niche audiences for their services. They knew content would resonate, but it had to be targeted differently.
Results
By combining powerful LinkedIn targeting capabilities with content delivered directly into LinkedIn members’ feeds, Kinvey generated 38% more leads at a 65% lower cost per lead compared to other social channels. “We slowly tested and grew our investment each month, and the results speak for themselves,” says Pedigo.
38% more leads than other social channels
65% lower cost per lead than other social channels
As we now move firmly into the lower half of the funnel where direct response goals reign supreme, Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level.
Sponsored InMail is the most direct way to engage your prospects on LinkedIn. Our customers use Sponsored InMail to drive tangible DR metrics – leads, CPL, pipeline. And, they do that by getting the attention of the audiences they care about on by delivering targeted, personalized messages right into their LInkedIn inbox.
Replicon makes timesheet software, and they saw massive performance uplifts from using inMail. They then combined it with Sponsored Updates, and saw 30% better open rates. Combined they saw 73% lower cost per lead.
Finally, as all your other programs have now collectively done their job in the upper funnel -- to reach new prospects and then start driving them down the funnel, LinkedIn Lead Accelerator helps you get to the ultimate goal -- lead conversions, pipeline contribution, customer acquisition by giving you an entirely new way to nurture your prospects. Our customers use Lead Accelerator to deliver more high-quality leads to their sales teams by engaging prospects anywhere online with relevant ads and content.
Fundamentally, Lead Accelerator helps you overcome some of the real limitations of traditional lead nurturing that we touched on earlier by helping you to:
Convert the 95% of website visitors who have been leaving without filling out a web form and
Reach and accelerate into pipeline the 80% of prospects you’ve captured in your lead database that aren’t opening your email.
In fact, the very simple way to think about Lead Accelerator is that it is a marketing automation for digital media. Here are the 5 steps to deploying Lead Accelerator.
Marketing/training notes:
Product: Media / Targeted display AND Multi-Channel Nurturing
Cetera Financial is a full-funnel success story. It used targeted display advertising to reach new audiences and drive new website traffic from finance professionals (top funnel). It also used multi-channel nurturing to engaged anonymous and known prospects with display and social ads, all of which ultimately helped generate almost $1million in new business (bottom funnel).
Text (highlights) of the case study:
Cetera Financial Group provides award-winning wealth management and advisory platforms, comprehensive broker-dealer and registered investment adviser services, and innovative technology for more than 8,000 independent financial professionals and more than 600 financial institutions nationwide.
“We wanted new and innovative ways to reach more of our target audience and drive engagement beyond email alone — to consistently personalize communication with them after they’d visited our website or given us their email information.” – Eric Hansen, director of demand generation at Cetera.
Targeted display enabled Cetera to reach new audiences. Anonymous prospect nurturing enabled Cetera to generate new leads. Known contact nurturing helped re-engage contacts beyond email and speed up the sales cycle. “We had a financial advisor complete a webinar registration over a year ago, and he began receiving our emails. One email sent 4 months ago made him click, but his subsequent web actions didn’t trigger any adjustment in his lead score. About a month later, after we’d implemented Bizo Multi-Channel Nurturing, he received a Facebook ad from Bizo, clicked, indicated interest, and later closed.”
Refresher
Now I’ll talk about how my team is adapting to the buyer evolution and using LinkedIn to do so
Our blog is the centerpiece
Blog gets leveraged in these channels, and we use it to feed a lot of the content in our sponsored updates
We aim to develop on ‘big rock’ per quarter, that will drive a lot of lead gen and can be carved up into smaller, snackable pieces to extend the shelf life.
This was the dream of Jason Miller our content marketer who we hired last year, and it drove 40% of all leads in Q1, Q2 and Q3.
I mentioned turkey slices on the previous slide, here’s how we carved up the Sophisticated Guide
Food groups – roasts (big stuff), spinach (how to), tabasco (spicy), chocolate cake (sweet treats)
On our blog we try to hit our vertical audiences, our sophisticated marketers, our people new to LI
Showcase pages are extensions of the Company Page designed for spotlighting a brand, business unit, or initiative
Open Rates > 30%
Click Rates > 5%
That’s what we’ve been working on. LinkedIn has products that impact every stage of your funnel.
We are in a unique position to help you reach more of the right people and then nurture them with the most appropriate content depending on where they are in their purchase cycle.
Top to bottom, our solutions make up a full-funnel portfolio:
Onsite Display: On LinkedIn, in a premium environment and in the professional context
Network Display: Keep the right professionals engaged across the entire Web through LinkedIn Network Display. Reach them with accuracy and scale on LinkedIn, business publisher sites, and
Beyond.
SU: Content in the world’s only professional feed
Sponsored inMail: get around that inbox problem I articulated earlier
Lead Accelerator: More high quality leads faster
Full-funnel analytics and reporting
For starters, the platform enables you to tag and segment all of your site visitors. You can segment them by:
Site behavior: Which pages they’re visiting and what content their reading when they come to your site
Actions: What actions they’re taking or NOT taking when they come to your site
Bizographics: Overlaying LinkedIn audience data on top of your site visitors
Then, the Lead Accelerator platform enables you to set up a series of sequenced messages – we call them nurture streams – for each audience segment, so that you can deliver the right message to the right person at the right time, based on their audience segment and where they current sit in your funnel.
We have specifically designed Lead Accelerator to be a lead generation vehicle, so we have also incorporate LinkedIn Auto-Fill capabilities into the platform.
So, as these nurture streams drive qualified prospects back to your site, Auto-fill enables you to capture their LinkedIn profile data with one click
As powerful as this feature is on the desktop; it’s even MORE powerful on mobile.
Once you’re up and running with Lead Accelerator, it’s about continuing to refine and optimize your campaign.
We provide detailed insights not only at the Nurture Stream level, but also for each individual wave within the stream, so you can see exactly which messages, steps, stages are working best – as well as where you might be losing engagement. This insight enables you to test additional options and optimize quickly over time.
Finally, you get access to a complete set of full-funnel reporting and analytics that give you:
Insights into the audiences visiting your site and the trends in those audiences – Are you attracting the audiences that you want?
An exposed vs. unexposed view of how your campaigns are impacting new site visitors, engagement on-site and ultimately conversions.
Finally, a key element to the Lead Accelerator solution is something that we call our LaunchPad process. In essence, LaunchPad is a ~30 day process focused on two core objectives;
First, we’ll show you how to use the Lead Accelerator software and get you comfortable with the platform…that’s the easy part.
Second, the bulk of the process is focused on helping you think through the strategy to understand:
What is the best way to segment the visitors coming to your site
What is the right way to think about the cadence for your various nurture streams
What are the best practices that we can with you from the 225 other Lead Accelerator clients who are already up and running
In the beginning of that process, you know is that he’s part of your target audience, but you don’t yet know his name or contact info. So the first message you send him might be a display ad or SU focused on getting his attention and generating awareness towards your brand or product / service. He’ll click the ad and go to your site to learn more.
He’ll then browse your site, take a look at a few pages, read a few case studies and research studies. But they odds are he will leave your site without identifying himself right away.
And this is why nurturing is so important: you can remain in contact with those people even after they leave your site, feeding them relevant and helpful content to help them make their decision.
With LinkedIn, you can send series of sequenced messages to the visitors who left your site, encouraging them to come back. You can design the sequence to match where they are in the buying cycle, based on their behavior on your site.
Since John browed a few different pages and consumed a few different pieces of content, you can put him in a nurture stream geared for mid-funnel prospects.
As a result of these nurture messages, John goes back to your site and is now ready to fill out a form and provide contact info. He uses LinkedIn AutoFill to easily fill in the form, pulling from his LinkedIn profile data with click.
Now he’s no longer just a website visitor, he’s become a named prospect who demonstrated interest in your company. But like we mentioned in the beginning, only 20% of those people will be ready to open a given email message at this point, so there’s still an opportunity to further nurture them until they’re ready to make a purchase.
So you can start a new nurturing stream, sending a different series of sequenced messages now that he’s a truly lower-funnel named prospect, and help this named prospect make his purchase decision.
And not only is he becoming a new customer, he’s also going to be a high value one. 47% of purchases have higher value from nurtured leads (source: 20 Shocking Sales Stats That Will Change How You Sell, BuzzBuilder)