Webinar: LinkedIn Lead Accelerator Demo Day
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Live Webinar: Using LinkedIn for Demand Generation
- 1. Jennifer Agustin Group Manager, Marketing LinkedIn Using LinkedIn for Demand Generation Amanda Halle Senior Manager, Marketing LinkedIn
- 2. 2 • Got a question? Submit it in the Q&A box. • Tweet along with #LinkedInDemandGen • Follow us for more: @LinkedInMktg How to Engage with Us
- 3. Let’s Talk About 3 • What’s the Buyer’s Journey Really Like? • Rethinking Demand Generation with LinkedIn • LinkedIn’s “Secret Recipe” for Demand Generation • Q&A
- 4. 4 Today’s Buyer’s Journey The only thing predictable about it is its unpredictability.
- 5. @LinkedInMktg 10Pieces of content are consumed before a purchasing decision is made 90%Before customers reach out directly It’s a challenging world Source: Forrester, “Accelerating Revenue in a Changed Economy” Source: Zero Moment of Truth Study, Google
- 6. Display advertising Social media marketing Content marketing 6 Today’s Approach Email marketing SEO Paid search
- 7. 41% of online ads reach the wrong audience* 60-70% Content goes unread** *Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decision ***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. The challenge remains Reach the right people and convert high quality prospects
- 8. We can do better.
- 9. 9 Missed Opportunities 4. 95% of website visitors don’t fill out a form. 3. 61% of B2B marketers aren’t using mobile marketing. 1. No less than 17 people are involved in influencing major enterprise tech purchases. 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.1. InformationWeek, 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer 5. MarketingProfs 6. B2B Marketing
- 10. Reach only the right people Deliver highly relevant content in the right channel Acquire new customers Imagine if the funnel worked like it should
- 11. 11 The only full-funnel professional platform Display Advertising Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results
- 12. Rethinking Demand Generation with LinkedIn 13 2. Tap into the value of anonymous website visitors 1. Investing in the top of funnel to drive bottom-funnel conversions 4. Reach prospects where they’re most engaged 3. Tailor messages based on people and interests
- 13. Let Top-Funnel Programs Drive Bottom-Funnel Conversions 14 • Longer buying cycles in B2B/high- consideration B2C • Need to get your brand in front of prospects early and often to seed demand • The more interest you drive at the top, the more conversions at the bottom of the funnel
- 14. LinkedIn Onsite Display Reach a professional audience in a premium context Target LinkedIn members with accuracy based on the professional member profile, including audience segments 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
- 15. “LinkedIn’s ability to target our campaign helped us find the quality leads we needed for the sales funnel. We’re starting conversations with the right people, which means increased conversions down the line.” Andrew Hahn Senior Manager of Online Marketing, MarketShare Sharing content to raise awareness Average clickthrough rates of 0.10% - double MarketShare’s expectations Campaign acquires leads in new verticals High-quality leads are engaged and move further down the sales funnel
- 16. Turn Anonymous Visitors into Customers 17 • Website visitors are valuable and are interested in your brand • 95% aren’t converting right away—how can you keep your brand in front of them?
- 17. LinkedIn Lead Accelerator Nurtures Everyone. Everywhere Online.
- 18. “Lead Accelerator gives us a chance to re-engage prospects and educate them on our value.” Jennifer Madrid, Senior Director, Digital Marketing and Social Media, Broadridge • Conversion rate 3X higher than benchmarks • Cost per lead lower than customer benchmarks Generate leads FINANCIAL SERVICES
- 19. Tailor Messages Based on People and Interests 20 • Prospects are at different stages of their purchase decision. • The content you provide must be both educational and relevant to what their needs are.
- 20. Lead Accelerator Lets You Nurture Everyone. Differently.
- 21. • Nurtured IT professionals, marketers, and other enterprise decision makers with display and social ads • Generated 640+ leads in just three months • Achieved a cost per lead well below target “Multi-channel nurturing makes sense – the sequencing and personalization of ads aligns well with the B2B sales cycle.” Director, Digital Marketing, Workfront TECHNOLOGY Lead generation
- 22. Reach Prospects Where They’re Most Engaged 23 • Be where your prospects are • Engage them with content that is useful and relevant, and when they are most receptive to your message
- 23. Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates
- 24. “We’ve engaged valuable prospects who otherwise could have remained out of reach.” Heather Hildebrand, Senior Marketing Manager, Spredfast • Drove qualified responses by 7x • Increased lead production by more than 500% • Generated clickthrough rates 4x above average • Reduced cost-per-response to 83% below average Lead generation PROFESSIONAL SERVICES
- 25. Get the attention of your highest-value audiences with personalized targeted messages on LinkedIn LinkedIn Sponsored InMail
- 26. Generate leads • Open rate of 48% using Sponsored InMail, with response rate 11x better than other social channels • Cost per lead 73% lower than other social channels • Clickthrough on Sponsored Updates 4x LinkedIn benchmarks “With open rates as high as 48 percent, LinkedIn’s Sponsored InMail knocked the socks off our own email campaigns – and Sponsored Updates gave us the brand awareness we needed.” Brett Chester, Vice President of Online Marketing, Replicon
- 27. How Does LinkedIn Use LinkedIn?
- 28. Crash Course to Full-Funnel Marketing Campaign
- 29. Case study 1: launching an ebook with a multi-channel campaign • Objective: Drive Marketing Qualified leads through eBook downloads • Targeting criteria: • Propensity Model: 0.9 or higher OR Titles: Marketing Manager + • Company Size: 50 employees + • Geography: NAMER only
- 30. 31 LinkedIn Marketing Solutions uses a multi-Channel approach to launching new assets Sales Dev Email Lead Accelerator SEM Sponsored Updates Off platform paid promotion Social feeds LinkedIn Display Webcasts Asset Landing Page Channels Landing page Sponsored InMail Blog LinkedIn Network Display
- 31. Email
- 32. Display On & Off LinkedIn
- 33. LinkedIn Sponsored Updates
- 34. Webinar
- 35. Sponsored InMail
- 36. Lead Accelerator
- 37. Blog
- 38. Results
- 39. LinkedIn Channels Drove 52% of all Leads for the Crash Course campaign YTD Email 21% Sponsored Updates 21% LinkedIn Display Ads 21% 3rd Party Display 10% Lead Accelerator 10% Facebook 5% Blog 7% Nurture 3% Other 2%
- 40. 41 Case Study 2: Driving webcast registration • Objective: Drive registration for partner webcast with Dell – “Dell’s Secret to Successful Sponsored Updates” • Email registrations were low – 361 registrations were generated using email, we usually see 700-1000 registrants • Targeting criteria: • Title: Marketing Manager + • Vertical: Technology • Company Size: 200 employees +
- 41. 42 Sponsored InMail Performance
- 42. 43 Sponsored InMail Drove 47% of Registrations to the Webinar
- 43. A Few Final Thoughts • Don’t underestimate the value of the top of the funnel for demand generation • Tap into the value of anonymous website visitors • Tailor your messages and content to both unknown and known prospects • Engage with people when they’re most receptive
- 44. • Case Study Hub: http://lnkd.in/marketingcasestudies • LinkedIn Marketing Blog: http://marketing.linkedin.com/blog/category/linkedin-sponsored-updates/ • eBook: The Demand Generation Marketer’s Guide to LMS More helpful examples of what works on LinkedIn:
- 45. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
