Whether LinkedIn is already be part of your social media marketing strategy or you are just starting out, discover how to master this platform in order to achieve your goals. We’ll cover best practices, the latest products and share some examples of organizations that are achieving impressive results in 2019.

1. What’s In it for you?
#spark19
Sam Parker
Partner Account Director, LinkedIn Marketing Solutions

2. 84K
Schools
660M
Members
30M
Companies
50K
Skills
20M
Open Jobs
109B
Updates Viewed

3. From a directory (2003)…

4. To a marketplace for ideas (today):
15x
Engagement
with Content
than Job Posting
9B
Content
Impressions
per week
2
Members
per second

5. Transparency
Control
Brand safety
Trusted
platform
Quality ad
placements
Uncluttered
experience
Respectful
conversations
A high-quality community

6. LinkedIn has been voted the most trusted
social platform for 3 years in a row
https://www.businessinsider.com/linkedin-pinterest-instagram-top-spots-2019-digital-trust-report-facebook-stays-last?r=US&IR=T

7. Trust Drives Engagement
The number of active users is higher during weekdays, but the average session
duration reaches its peak during the weekend.

8. Mindset Drives Motivation
The LinkedIn member is early. Professionals have the habit of doing
their watch before arriving at work or during the first hours of the
working day at the office, and via desktop.

9. In both a B2C and B2B context,
awareness is driven by
Rational motivations
• Factual
• Mathematical
• Logical
Emotional
motivations
• Creative
• Intuitive
• Imaginative
types of
motivation
2

10. In this session…
1. Best practices: targeting on LI
2. Distribution channels:
investment strategy and
engaging members
3. Best practices: activation

11. Achieve
Success via
Audience
Strategy
01

12. USA
165M+
660M+
members
LATAM
90M+
APAC
165M+
AFRICA
23M+
CHINA
48M+
Denmark
2M+
DACH
13M+FR
19M+
UK
27M+
CA
16M+
BR
40M+
EMEA
206M+
A truly global professional network

13. 6.8
individuals make
up the average
buying committee.
LinkedIn State of Sales Report, 2018

14. Use first-party data to identify your site
audiences – your buying committee
LinkedIn Insights Tag, Lightweight
JavaScript tag that powers:
1) (FREE) Website demographics;
2) Retargeting;
3) Conversion Tracking.
Top TIP: To allow for maximum success, insights tag needs to be uniquely
placed on the global header of your website, so that it fires on every subpage.
+

15. Meet Jess.
1st party data on her profile
Sydney, Australia
University of
Sydney
Bachelors of Media
& Communications
2010, 30 years old
Commonwealth
Bank 10,000+
employees Banking
Business Project
Manager, Global Markets
University of Sydney Alumni,
Marketing Updates
Project Management, Program
Management, Business Strategy
School
Field of study
Degree
Graduation - age
Location
IP
Company
Size
Industry
Job title
Function -
seniority
Groups
Skills

16. Build your buying committee using 5 categories
Company Demographics Education Job experience Interests
Company name
Company industry
Company size
Derived from Company Page
Derived from Company Page
Company Followers
Based on own company followers
Company Connections
First-degree connections of
employees at the companies
you select
Member age*
Derived by using the
earliest degree
Member gender*
Derived from Member name
Field of study
Degrees
Member Schools
Member provided
Member provided
Member provided
Job title
Member skills*
Based on skills, endorsements
and keywords in profile
Job Seniority*
Derived from Job title
Job function*
Derived from Job title
Years of experience*
Member provided
Years of professional experience
accumulated over their career
Member groups
Member provided
Interest Targeting
Recent Release

17. Test Interest Based targeting
Top TIP: Add a max of one or two additional layers of targeting. E.g. Artificial Intelligence,
excluding unpaid and training seniority levels.
Interest can be explicit
s u c h a s c o n t e n t
consume, reactions,
comments, or shares.
...or topics, hashtags and
pages a member follows
...or searches on Bing

18. Match your audience to ours…
Demographic
DATA
from the
LinkedIn profile
24 hrs processing time. 300 members must match. Stay Informed on Integration: Here And for LinkedIn Marketing Solutions GDPR information,
access here.
Target specific
companies that
your sales team is
focused on with a
personalized
Message Ad from
a company exec
Retarget visitors
to your pricing
pages with a 30-
day free trial
WEBSITE RETARGETING ACCOUNT TARGETING
Upload a csv list
of emails in your
marketing
automation
database who
have not engaged
in the last 18
months
EMAIL CONTACT
TARGETING
Target people who
model after your
current
customers by
uploading a list of
people that hit
your customer
login page
LOOKALIKE AUDIENCE

19. Distribution
Channels
02

20. Buyers spend time online
Source: Forrester – Predictions 2018: Digital Disruption Is The New Normal For B2B Marketing
of buyers find going
online superior to
interacting with a
sales-person
68%

21. Optimumbudgetsplit%
0
25
50
75
100
Durables FMCG Financial services Other services Retail B2B
54
36
49
20
4042
46
64
51
80
6058
Brand
Activation
Source: IPA The institute of Practioners in Advertising Databank, 1998-2018 B2B cases https://ipa.co.uk/news/binet-and-field-outline-key-formulas-for-brand-building-in-
Marketing must have a long
term investment strategy

22. We’ve seen the benefit of brand to
activation content working together
Source: LinkedIn ad performance for a. global financial services company in a controlled A/B test across a specific target audience, Q4 2017. Note: Conversion rate is calculated based on the number of people having any conversion event
divided by the number of people in the group. Groups are defined as people being served only brand impressions, only acquisition impressions, or both brand and acquisition messages.
Higher conversion
rate when brand
and acquisition
messaging are used
in tandem
ConversionRate
Acquisition only Brand & Acquisition
1.2%
0.2%
A global financial services provider
6X

23. Always be visible to your audience and
keep them engaged
Recommendations, course
news,
mini- tutorials, rewards,
referrals
Calculators, brochures,
CTAS, offers
Case studies, webinars, white
papers
SPONSORED
CONTENT
VIDEO AS
LEAD GEN
FORMS,
CONVERSION
TRACKING
DYNAMIC
ADS
CAROUSEL
ADS
AWARENESS
ENGAGE
LEADS
HIRE
AWARENESS
CONSIDERATION
LEAD
GENERATION
RETENTION &
RESEARCH
MESSAGE Ad (INMAIL)
Infographics, blog posts, best
practice guides, industry trends

24. Single Image Ads (also known as Sponsored Content)
Build customer relationships at every stage of the buyer’s
journey by targeting content to your most valuable
audiences wherever they spend their time.
Target your most valuable audiences
Reach your prospects anywhere
Grow your business at every stage

25. CAPTIVATE A PROFESSIONAL AUDIENCE WITH NATIVE VIDEO AT EVERY STAGE OF THE BUYER’S JOURNEY
Native Video Ad
MOAT
integration
Benchmarks*:
- Average VTR: 19-30%
- Average Completion: 18-25%
Lead Gen Form Integration
Auto-Play on mute
Mobile & Desktop bought on CPM CPC &
CPV
*This a range and benchmarks vary. Please contact your account team for latest data.
1:1 Video available, vertical (ad) ramping now!
Specs here.

26. Testimonials |
Emirates NBD using live video
"We have been avid users of
video on LinkedIn, including both
Video Ads and LinkedIn Live and
we have been blown away by
the results.”
Mai Cheblak,
VP, Group Media and Social,
Emirates NBD

27. Product
Demo
Show your product in
action… but make it
interesting.
Microsoft used a viral
video to demonstrate a
new product feature in
Teams.

28. Gaining ROI by
moving customer
through the funnel
Templafy reduced their cost per
lead (CPL) by 55%

29. A visual walkthrough of the customer experience
Awareness Consideration Engagement Conversion
Video Ad Sponsored Content
(Thought Leadership)
Sponsored Content
(Lead Gen Form)
Lead Gen Forms
Views
Does not
convert
Opens and
converst
Converts

30. Mobile-optimized design for
easy clicks
Real-time delivery ensures
timely reach
Uncluttered professional
context (45 days cap!)
Lead Gen form integration
available!
Message Ad (InMail)
SEND TIMELY, CONVENIENT, AND RELEVANT PRIVATE MESSAGES TO
THE PEOPLE THAT MATTER MOST TO YOUR BUSINESS
Specs here.

31. Conversation ads
Use messaging with guided replies
to drive results at every stage of the
buyer’s journey
Upcoming release: H1 2020

32. Activation Best
Practices
03

33. Whether your update shows in
the feed is a function of both
bid and relevancy score
X
The LinkedIn Auction rewards those advertisers
with high content relevancy – use this to win
A lower bid with a higher relevance
score can still reach more people
Highly engaging content bumps
up your relevance score
=
$8
$12
$4
Bid Relevance
Score
Combined
Score
9
4
3
72
48
12
Relevance Score:
Click-through Rate
Comments
Likes
Shares
Member feedback
Sources: LinkedIn Internal Data

34. 1 2 3 4 5WEEK
3 – 5 ads always live
Replace under – performing Ads*
Frequency
Caps
A member can see
5 unique posts from
a company page, in a
48 -hour time frame
SC? Run with 3-5 pieces of content
*wait till 10k impressions or time period to determine, depending on campaign size, if it is a low performer.

35. Half of the audience needs to be nurtured before any action
Question: Impressions needed for the audience to
take action
Frequency Distribution
Exposure Distribution
0% 25% 50% 75% 100%
46%
29%
24%
15%
22%
20%
7%
36%
1-2 3-5 6-10 11+

36. Activate early in-
quarter to maximize
return on investment
Front-load investments to
drive additional engagements,
clicks and leads.
The most expensive bidding
occurs end of traditional
fiscal quarters.
There is less
competition on
LinkedIn in the
first two months
of the quarter.
In-quarter spending patterns:
enterprise tech vertical
Month 1 Month 2 Month 3
50%
25%
0%
%ofquarterlyspendon
LinkedIn

37. Thank you