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Using LinkedIn for Brand Marketing
Andrew Kaplan
Sr. Product Marketing Manager
LinkedIn
@andrewjkaplan
Michael Voss
Director of Brand Management
International Coach Federation
Lisa McKinney
Social Media Specialist
International Coach Federation

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• Got a question? Submit it in
the Q&A box.
• Tweet along with
#LinkedInBrandMktg
• Follow us for more:
@LinkedInMktg
How to Engage with Us

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Let’s talk about
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• What’s the buyer’s journey really like?
• Rethinking brand marketing with LinkedIn
• Success story: International Coach Federation
• Q&A

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Today’s buyer’s journey
The only thing predictable about it is its unpredictability

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It’s a challenging world
Before customers
reach out directly*
Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

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It’s a challenging world
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

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Display advertising
Social media marketing
Content marketing
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Today’s approach
Email marketing
SEO
Paid search

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We can still do better.

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Missed opportunities
4. 95% of website visitors don’t fill
out a form
3. 61% of B2B marketers aren’t
using mobile marketing
1. For B2B decision-makers, online
communities are one of the most
popular sources of content in the
purchase decision
2. Forty-four percent of B2B buyers
researched company products on
a smartphone or tablet in 2014
5. 80% aren’t opening emails
6. Half of business decisions are
made outside of the office
7. 17 people typically involved in an
enterprise tech purchase
1. eMarketer 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer 5. MarketingProfs 6. B2B Marketing

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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

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Drive more effective marketing
Increase awareness
Build brand
Shape perception

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

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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

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How can we rethink
brand marketing?

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Rethinking brand marketing with LinkedIn
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2. Engage prospects
anywhere online
4. Reach prospects where
they’re most engaged
3. Target precise audiences
with relevant content
1. Reach professionals
in the right context

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Reach professionals in the right context
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• Prospects are doing more research
online and are in control of where
they interact with your brand
• To shape the outcome of the
purchase decision, get their attention
where they’re spending time in a
professional context

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LinkedIn Onsite Display
Reach a professional audience in a premium context
• Target LinkedIn members with
accuracy based on the professional
member profile, including audiences
unique to LinkedIn
• Reach your audience in the high-
quality context of the LinkedIn
desktop experience
• Deploy a variety of formats from IAB
standard ads to highly engaging
native formats

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LinkedIn Text Ads drive targeted traffic to your site using
scalable, self-service tools
Text Ads help you scale your messaging to
the right audience and drive performance
• Target your audience using accurate data
in the professional profile
• Optimize by bidding on CPC or CPM
basis, testing creative variants
• Run messages across key placements
like the homepage, profile, inbox, etc.
Get started at linkedin.com/ads

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“LinkedIn has helped create an environment where
we can not only invite people to join, but engage them
once they arrive. We can have dialogues with
potential customers in a way that encourages
organic growth of the community.”
Bryna Corcoran
Digital Marketing and Social Media Strategist, HP
Results
300,000+ new followers in two months including 112% increase in CXO followers
Strong CXO engagement rate of 0.15%
Low follower attrition rate of 3%
Significant increase in unaided brand awareness
Followers 2.5x more likely to recommend HP solutions
Download the full case study here: https://lnkd.in/d6XnEtQ

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Engage prospects anywhere online
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• B2B and high-consideration B2C
sales cycles are long and complex
• Keep your brand awareness level
high throughout the purchase
decision

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Reach professionals across the web with scale and frequency
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LinkedIn Network Display

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Engage audiences on leading publisher sites,
including top globally-ranked comScore domains
LinkedIn Publisher Network
and Exchanges
Note: LinkedIn does not guarantee placement on specific sites. The sites listed on this slide are not all-inclusive and are meant to represent a sample of sites where customers’ ads could appear.
There are hundreds of domains and properties on the LND whitelist where ads may appear during a campaign.
LinkedIn properties

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“With LinkedIn Network Display, we’ve become a
leading brand in our space, and LinkedIn has been a
key contributor to our success—getting MyCase
visibility with the right people at the right time.”
Increased brand awareness and targeted traffic by targeting professionals
across the Web using LinkedIn data and the Insight Tag pixel
More than 2,000 new targeted website visitors in 3 months – a 5x increase
in daily visits from members in legal job functions
See full case study here: https://lnkd.in/dCrRVmg
Sarah Bottorff
Director of Marketing, MyCase
Results

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Target the right audiences with relevant content
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• Prospects are at different stages of
their purchase decision
• The content you provide must be
both educational and relevant to
what their needs are
• Build on your branding efforts with
effective nurturing

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Lead Accelerator lets you nurture everyone. Differently.
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Measure the impact of your campaigns across upper- and lower-funnel objectives. Track
audience demographics, impressions, new visitors, landing page engagement, and more
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Measure campaign impact with full-funnel analytics

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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
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Reach prospects where they’re most engaged
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• Be where your prospects are
• Engage them with content that is
useful and relevant, and when they
are most receptive to your message

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LinkedIn Sponsored Updates allow you to publish
relevant content where members engage most
Sponsored Updates: native advertising in
the feed, across devices
7x – the amount of time professionals
are spending with content on LinkedIn vs.
job-related activity
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Get started at linkedin.com/ads, or
sponsor an update right from your LinkedIn
Company Page

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Optimize and measure with robust campaign tools
Test and refine campaigns with LinkedIn’s
new-and-improved, self-service platform
• Simplicity: One view of all your accounts
• Visibility: Real-time visual reports,
audience insights by account, social actions
measurement
• Control: Test ads at scale, easily adjust
campaign start/end dates, save drafts

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LinkedIn Sponsored InMail delivers relevant,
personalized messages to the LinkedIn inbox
Sponsored InMail gets the attention of
high-value audiences with personalized
content, 100% deliverability
• Messages sent to the LinkedIn inbox
only when members are on LinkedIn
• Mobile-optimized design with
persistent call-to-action button
• Target your ideal professional
audience
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54% open rate for Sponsored InMails.
Up to 0.90% engagement on ansarada’s Sponsored Updates.
Reached over 600,000 unique members in a sought-after professional
segment of finance professionals (M&A deal makers).
Positive brand engagement and ongoing conversation with audience started
via comments, shares, and social followers acquired.
Download full case study here: https://lnkd.in/dtBJ5pW
Results
Ansarada engaged over 600,000 unique
professionals in M&A occupations using
Sponsored inMail and Sponsored Updates

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Success story:
International Coach Federation

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International Coach Federation overview
The International Coach Federation, which
supports professional coaches, conducts
ongoing marketing campaigns to both attract
new members and to raise awareness of
ICF’s mission
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ICF challenges
• Increase membership
• Raise awareness of member benefits
• Reach potential members at the right time in their careers
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How we use LinkedIn Marketing Solutions
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Sponsored InMail

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How we use LinkedIn Marketing Solutions
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Sponsored Updates

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How we use LinkedIn Marketing Solutions
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Display Advertising

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Results
• 1,899 new members enrolled
• Total revenue from new members: $465,000 – campaign
• ROI of 1,761%
• 45% open rate for Sponsored InMail, 4.6% CTR
• Sponsored Updates engagement 2X LinkedIn benchmarks
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• Case Study Hub:
http://lnkd.in/marketingcasestudies
• LinkedIn Marketing Blog:
• http://marketing.linkedin.com/blog
• New eBook: The Brand Marketer’s
Guide to LMS
More helpful examples of what works on LinkedIn:
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