1.
LinkedIn Marketing Solutions
Overview for Agencies

2.
Ryan Wilson
B2B Agency Lead
LinkedIn
Kalsang Tanzin
Senior Account Manager
LinkedIn

3.
* 2015 member number as of April 2015
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
32M
364M+
Professionals
join daily

4.
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
5
More effective marketing to acquire customers,
powered by LinkedIn data and technology
Reach
Reach the right people with accurate
targeting

5.
It’s a challenging world
Before customers
reach out directly*
Pieces of content
are consumed before
a purchasing decision
is made**
Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

6.
Increase targeted reach and quality conversions
7
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

7.
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

8.
9
Drive more effective marketing
Increase awareness
Build brand
Shape perception

9.
Increase awareness
Build brand
Shape perception
Increase awareness
Build brand
Shape perception
10
Drive more effective marketing
Improve lead quality
Increase conversion
Drive pipeline and revenue

10.
LinkedIn Marketing Solutions
Recommended Product Portfolio
11

11.
Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation

12.
Shares
content daily
on LinkedIn
Member of
groups about
entrepreneurship
and business
500+
connections
Small business owner
John Smith

13.
14
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

14.
• 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
1. Display media (300x250 & 160x600)
2. Text Links (1x1)
3. Spotlight Ads & Follow Company Ads
Reach and engage more than 330M+ professionals
LinkedIn Onsite Display

15.
• Target professionals with accuracy and
scale across the web leveraging
LinkedIn data augmented with Bizo
• 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
• IAB standard Units and rich media
(300x600, 160x600 & 728x90)
Reach the right professionals wherever they travel
LinkedIn Network Display
REACH PROSPECTS WHEREVER THEY
TRAVEL ONLINE WITH LINKEDIN DATA
LEARN MORE
LEARN MORE

16.
Deliver rich content in the LinkedIn feed across all devices
LinkedIn Sponsored Updates
• Get your company’s updates
to more people and attract
new followers
• Reach just the right audience
with comprehensive targeting
options
• Choose to invest on a CPC
or CPM basis
• Use Direct Sponsored
Content to easily personalize
and test your content ads
• Improve performance with
real time analytics

17.
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
• Reach active members with
messages sent only when
they are on LinkedIn
• Breakthrough the limits of
traditional email marketing
with 100% deliverability
• Keep your key target
audiences engaged across
desktop and mobile
• Drive conversions with the
right content and
personalized messages

18.
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
• Retargeting solution with sequential
messaging based on site engagement paths
Deliver more high quality leads to your sales teams by engaging
prospects anywhere online with relevant ads and content
LinkedIn Lead Accelerator
19.
1
9
John Smith
DISPLAY
AD #1
SU #1
#1

19.
Marketing automation for display and social advertising

20.
Example:
Serve only the most relevant content and ad creative to high-
value segments and optimize as prospects engage

21.
SBM owner
San Francisco
1 website visit this week
No downloads so far
22
Nurture more of your audience into named prospects
Message 1
Message 2
Message 3
DISPLAY SOCIAL
Message 1
Message 2
Message 3
Of purchases have higher
value from nurtured leads
Source: Lead Nurturing: The Secret to Successful Lead Generation, Aberdeen Group

22.
23
Reach more of the right target wherever they are online

23.
24
Acquired
customer
Drive them
to your site
2
Reach more of the right target1
Display Advertising Sponsored UpdatesTarget
audience
Your
site
Website
visitor
Autofill
Your
site
Named
prospect
Nurture more
of them into
named prospects
3
Nurture more
named prospects
to acquired
customers
4
Display Advertising Sponsored UpdatesSponsored InMailsLead Accelerator
Sponsored UpdatesSponsored InMailsLead Accelerator

24.
25
Measure and optimize your reach and conversion
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 and new visitors lift
Cost per introduced visitor
Visits and pageviews per visitor

25.
26
Reporting & Analytics

26.
LinkedIn Ads
Self-serve solution
27

27.
28
LinkedIn Ads
• Connect with the world's largest audience of
active, influential professionals. Launch your
campaign in minutes.
• Find the exact audience you’re looking for:
• By job title and function
• By industry and company size
• By seniority and age
• Set a budget that’s right for you.
• Pay by clicks or impressions.
• Stop your ads at any time: no commitments.

28.
Success Stories
29

29.
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:

30.
Cetera used LinkedIn to increase brand awareness and
connect display and social advertising to its marketing
automation platform to communicate with known and
anonymous audiences and make the buyer’s journey more
personal.
• Over 900 new website visitors driven by LinkedIn
• 27% more pageviews
• Over 13% more visits per visitor on the website
• Nearly $1 million in new business
Results:

31.
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Q&A