1.
Target | Convert | Measure

2.
Exceed your demand gen
objectives with LinkedIn
Target
the professional
audiences that
matter most
Convert
People into
high-quality leads
Measure
lead quality
and prove value

3.
More than ever, professionals turn to
LinkedIn to find relevant content
Newsfeed tailored to the professional mindset
40% yearly growth in feed engagement
2-3x increase in referral traffic to publishers
15x content vs. job postings in the feed

4.
Track the lead metrics that matter most
Cost
per lead
Cost per
qualified lead
Cost per acquisition,
revenue per lead
• LinkedIn advertisers often pay less per qualified lead and new customer
acquired compared to other ads platforms.
• LinkedIn leads also typically yield 2x the revenue of leads from Google

5.
Target

6.
Reach qualified prospects with
targeting based on the professional profile
All LinkedIn ad targeting options
Company name Job title Member skills Field of study
Company industry Job Seniority Member groups Degrees
Company size Job function Member age Member Schools
Location Years of experience Member gender

7.
Demographic data from the
LinkedIn profile
*Target the prospects you care about more by retargeting your website visitors, or matching your
email contacts, account lists, marketing automation segments, against the LinkedIn audience
Our data + your data: Target the people
most likely to become qualified leads
Email contact
targeting
Website
retargeting
Account
targeting
Data
integrations

8.
Best practices for TARGETING
300,000 Audience Size
300+ Companies for
Account Based
Marketing
Up to 300,000 Email
Contacts for Contact
Targeting
It is important to balance
targeting with scale to
deliver results.
As a rule of thumb, try to
leverage function and
multiple seniority levels
instead of job titles.
Account targeting requires
a minimum of 300
accounts and a maximum
of 30,000 accounts
Scale is essential for
contact targeting. Make
sure to have a large list of
contacts before creating a
campaign. Otherwise, use
LinkedIn’s demographic
targeting to achieve scale.

9.
Convert

10.
Paid:
Reach a targeted, and broader audience
In the LinkedIn Feed: Sponsored Content
In the LinkedIn Inbox: Sponsored InMail
Through other native ad formats: Text Ads
Build customer relationships through
native ad formats unique to LinkedIn
Organic:
Build your brand and content
On your Company Page
Showcase Pages
Through Long-form post

11.
Sponsored Content
Engage your prospects with relevant content in the world’s only
professional feed and in premium placements beyond
Build customer
relationships at
every stage of the
buyer’s journey on
mobile, desktop,
and tablet.

12.
LinkedIn Sponsored InMail
Send timely, convenient, and relevant private messages
to the people that matter most to your business

13.
LinkedIn Text Ads
Generate quality leads with an easy PPC solution

14.
LinkedIn Lead Gen Forms for Sponsored Content
Capture quality leads using forms that are pre-filled with LinkedIn profile data
Improve conversion rates on mobile
Measure your ROI, including the
specific audience segments you’re
converting into leads
Easily manage your leads: Download
from LinkedIn or send to your CRM or
marketing automation system

15.
Best practices to CONVERT people
to quality leads
Use Lead Gen Forms to
increase conversion
rates
Design your landing
pages for mobile visitors
Start with Sponsored
Content & Text Ads
Lead Gen Forms can get
up to 3x better
conversion rates than
Sponsored Content
driving traffic to
advertiser landing pages
with standard lead forms.
80% of engagement with
Sponsored Content
happens on mobile.
Ensure your landing
pages are mobile-
optimized so you capture
as many leads as
possible on your site.
The CPC payment model
will allow you to test and
learn to achieve the best
conversion rate possible.
InMail is a cost per
delivery of ~$1.00 which
may limit your ability to
test when getting started.

16.
Measure

17.
Measure your website conversions, leads, and
campaign ROI—down to the audience level

18.
Best practices to MEASURE lead quality
and advertising ROI
Add the LinkedIn Insight
Tag to your website
Use conversion tracking
Measure lead QUALITY
using demographic
analytics
The Insight Tag lets you
measure conversions,
site visitors, and other
meaningful business
data.
Measure leads collected
on your website with
LinkedIn’s free native
conversion tracking tool
Ensure you’re converting
the RIGHT people:
Use LinkedIn’s campaign
reporting to measure the
types of segments you’re
converting.

19.
Putting it all together
A step-by-step path to demand gen on LinkedIn

20.
1
0
Target people likely to convert
with Matched Audiences to
engage people who’ve shown
affinity for your brand; for
example, website visitors.
Target
Convert
Measure
0
Target your ideal customer
persona with accurate, profile-
based demographic targeting.
0
Publish content relevant to the
professional mindset on mobile
and desktop by leveraging
Sponsored Content, Sponsored
inMail, and Text Ads.
0
Measure lead quality, return on
ad spend, conversion rates, new
site visitors acquired, and more
using built-in campaign lead
reporting and conversion
tracking.
0
Use campaign and website
analytics to optimize your results
for even greater impact: adjust
your ad targeting and creative,
your landing pages, and more.
0
Seamlessly collect leads using
forms pre-filled with quality
LinkedIn profile data: On your
website with LinkedIn AutoFill,
or directly in the LinkedIn app
with Lead Gen Forms.
1
2
34
5
6

21.
A LinkedIn member visits a brand’s website
FixDex
There are many challenges associated with finding
just the right target audience for your ad campaigns.
You may have trouble delivering ads on a consistent
basis, engaging new prospects, or you may have hit
a “reach ceiling” and maxed out impressions that

22.
The brand retargets site visitors with ads on LinkedIn

23.
Scenario 1: Member clicks on an ad and converts directly through
the LinkedIn app using LinkedIn Lead Gen Forms

24.
The brand measures the impact of their campaigns through LinkedIn’s
ads platform, using the data to prove ROI and optimize their spend

25.
How To Go Live
Budget, Flight, Admin Audience + Content PO#
Campaign Budget
Campaign Duration
LinkedIn Profile URL for
Admin
Scalable audience
140 characters for
Sponsored Content with a
landing page to gated
content assets
LinkedIn will generate a
SOW for MSFT and use a
PO# to go live. 2-4
business days from
submission to go live date.

26.
Make Sure to
Have an Admin of MSFT
Company Page
Optimize Landing Pages
Measure Quality
Audience!
We require that an admin
post new Sponsored
Content. Make sure to
reach out to an admin to
go live.
Landing pages will
ultimately dictate the
success of your
campaign.
Make sure your landing
pages are optimized for
conversions.
LinkedIn’s data allows us
to get targeted and reach a
higher quality audience.
Make sure that audience
quality is part of the results
you will measure!

27.
1BMicrosoft Users