Target | Convert | Measure
Exceed Your
Demand Gen Goals

Angela Sonneborn
Account Manager
Jaemi Arevalo
Senior Account Manager
2

1 2 3 4Target Convert Measure Putting it all together
5 The path to
conversion 6 Q&A
TODAY’S AGENDA

Source: 2017 DemandWave State of B2B Digital Marketing report
Generating quality leads & proving value
are the greatest challenges marketers face
56%
16%
Deliver quality leads
& prove ROI
Generating
enough leads
Producing quality
content
Securing staff
& budget
Not sure
Other
14%
8%
5%1%
WE ASKED MARKETERS
What is your
biggest digital
marketing
challenge?
4

55%
44%
39%
37%
Source: “Cracking the Code of Sales & Marketing Alignment” report, InsideView, July. 2016
Better-quality leads
Sales expects marketing to
drive better-quality leads
More leads
Competitive information/intelligence
Brand awareness
WE ASKED SALES
What do you want most
from marketing?
5

What we’re hearing from our Lead Gen Partners
90%
of pilot partners beat their
cost-per-lead (CPL) goals
with LinkedIn’s New Features
Reported
lower CPLs
The quality of leads are what customers say they value most: LinkedIn’s
professional audience and accurate profile data help them collect leads that are
more likely to convert into qualified prospects or sales opportunities
Quality counts
6

Exceed your demand gen objectives with LinkedIn
Target Convert Measure
Matched Audiences
(retargeting, ABM, CRM)
1st
party user-
identified data
Lead Gen Forms Insight Tag
Conversion Tracking
Web Analytics
Reporting on
sales/marketing
overlap*
7

TARGET
8

Think about your buying committee
for targeting best practices
1
MarketingSherpa’s Business Technology Marketing Benchmark Guide
2,3
LinkedIn, IT Committee Research 2015: Beneath the Surface
4+
Functional groups
involved in each
stage of the buying
process
2 to 4
Pieces of content
are consumed at
each stage of
the process
80%
of a B2B purchase
decision is made
before contacting
a sales rep
The Buying Committee is more complex than ever,
is self-educated and self-directed.
IMPLICATION
9

LinkedIn ad targeting options
Reach qualified prospects with
targeting based on the professional profile
Company name Job title Member skills* Field of study
Based on skills, endorsements
and keywords in profile
Company industry Job seniority* Member groups Degrees
derived from Job title
Company size Job function* Member age* Member schools
derived from Job titlederived from Company Page
derived from Company Page
Derived by using the
earliest degree
Location Years of experience* Member gender*
derived from start year and
month of current roles
derived from Member name
10

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
Email contact
targeting
Website
retargeting
Account
targeting
Data
integrations
Our data + your data:
Target the people most likely to become qualified leads
11

Engage your website
visitors on LinkedIn
Use one tag for
website retargeting
and conversion tracking
Bring your marketing
automation segments or email
lists into Campaign Manager
Engage contacts
you already know
Target people who are more likely to
convert with Matched Audiences
Website
Retargeting
Email
Contact
Targeting
Account
Targeting
12
Combine the power
of demographic targeting
on LinkedIn with your
target account list to
engage the right people

Matched Audiences
better cost per
conversion using
website retargeting
6x higher conversion rates
compared to regular
Sponsored Content campaigns
4%
13
CASE STUDY

Lead gen targeting
Adopt a well-rounded targeting strategy
Running a Matched Audiences campaign?
Pair it with at least one other campaign
that’s using only demographic targeting to
reach a broader audience, convert new
prospects, and deliver your budget faster.
BEST PRACTICE
14

Reach more people with the
LinkedIn Audience Network
and Audience Expansion
Engage even more qualified
prospects and discover new
potential customers by activating
the Audience Network and
Audience Expansion on your
campaigns.
Lead gen targeting
BEST PRACTICE
15

Doing account-based marketing?
Try LinkedIn account targeting
LinkedIn account targeting lets you
upload a list of thousands of
companies and run ads to LinkedIn
members who work at those firms.
Lead gen targeting
BEST PRACTICE
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16

CONVERT
17

CONTENT IS KING,
BUT DISTRIBUTION
IS QUEEN
18

Strangers
Engagers
Subscribers
Leads
Opportunities
Customers
Advocates
Enjoyable, helpful, entertaining content
that generates awareness and trust
Content that helps buyers find you
when they start looking for solutions
Company-specific information to help
evaluate and reaffirm selection
Aligning Lead Gen Content to the Funnel
19

Multi-Product Distribution Increased Success
0.46%
0.32%
Click-through rate from
Sponsored Content is
higher than platform benchmarks
for customers who ran Sponsored
InMail concurrently for at least 2
weeks, targeting similar audiences
at sufficient scale.
43%
CTR for customers who run
Sponsored InMail concurrently
CTR benchmark
20

Engage your prospects with relevant content in the world’s
only professional feed and in premium placements beyondSponsored Content
CONVERT
Build customer relationships
at every stage of the buyer’s
journey on mobile, desktop,
and tablet.
21

LinkedIn Sponsored InMail
Send timely, convenient, and relevant private messages
to the people that matter most to your business
CONVERT
22

LinkedIn Text Ads
Generate quality leads with an
easy PPC solution
CONVERT
23

LinkedIn Lead Gen Forms
Capture quality leads using forms that are
pre-filled with LinkedIn profile data
CONVERT
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
24

Lead Gen Forms
increase in
conversion rates
2x reduction in
cost-per-lead
44%
“Traditional landing pages take people away
from the LinkedIn platform. Having members
stay in-app with Lead Gen Forms is a
seamless user experience."
Nik Love
Digital Project Manager, IR
Full case study here: http://bit.ly/2qv4p0e
25
CASE STUDY

Landing page: Ensure mobile-friendliness
Form fields
encouraged2-4
Average clicks
driven by mobile70%
Above the fold100%
CASE STUDY
26
Not sure? Test on 3rd
party MobileTest.me
to view rendering across devices

27
Landing page important foundation
LinkedIn to help easily collect leads

Convert people to quality leads
BEST PRACTICE
Use Lead Gen Forms to
increase conversion rates
Lead Gen Forms can get up to
3x
better conversion rates
than Sponsored Content driving traffic
to advertiser landing pages with standard lead forms.
28

Convert people to quality leads
BEST PRACTICE
Design your landing pages
for mobile visitors
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.
FixDex
29

Run multiple ad products
Sponsored InMail campaigns get up to
37%
higher click-through rates
when running with Sponsored Content,
sending more potential customers
to your pages.
Convert people to quality leads
BEST PRACTICE
30

MEASURE
31

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
32

Measure leads and conversions
from specific audiences:
Understand your converting audiences
Company name
Industry
Job function
Seniority
Geo
Company size
33

Improve conversion rates by
tracking engagement throughout the funnel
Using LinkedIn data,
see the audiences that are
engaging with and converting on
different parts of your website.
PILOTING
SOON
34
PILOT

Conversion Tracking
CASE STUDY
increase in CTR in
the three months
during campaign
2x overall lead-to-demo ratio,
resulting in many sales-qualified
opportunities
85%
“It had been very complex for us to track performance.
LinkedIn conversion tracking makes it easy.”
Priyank Savla
Digital Marketing Manager
NetBrain Technologies
Full case study here: http://bit.ly/2qBoFgc
35

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Measure lead quality and advertising ROI
Add LinkedIn Insight Tag
to your website
The Insight Tag lets you
measure conversions, site visitors,
and other meaningful business data.
BEST PRACTICE
36

Measure lead quality and advertising ROI
BEST PRACTICE
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37
Use conversion tracking
Measure leads collected on
your website with LinkedIn’s
free native conversion
tracking tool

Use demographic analytics
Ensure you’re converting the
right people: Use LinkedIn’s
campaign reporting to
measure the types of
segments you’re converting.
Measure lead quality and advertising ROI
BEST PRACTICE
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38

39
PUTTING IT ALL TOGETHER
A step-by-step path to
demand gen on LinkedIn

TARGET
CONVERT
MEASURE
1
2
3
4
5
6
Target your ideal customer persona
with accurate, profile-based
demographic targeting.
Target people likely to convert
with Matched Audiences to
engage people who’ve shown
affinity for your brand; for
example, website visitors.
Publish content relevant to the
professional mindset on mobile and
desktop by leveraging Sponsored
Content, Sponsored InMail, and Text Ads.
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.
Measure lead quality,
return on ad spend, conversion
rates, new site visitors acquired,
and more using built-in
campaign lead reporting and
conversion tracking.
Use campaign and website
analytics to optimize your results
for even greater impact
Iterate and Improve
40

VISUALIZING
THE PATH TO
CONVERSION
41

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
you’re eligible to serve to your target audience.
1
A LinkedIn member visits a
brand’s website
42

2
The brand retargets site
visitors with ads on LinkedIn
43

3
Member clicks on an ad and
converts directly through the
LinkedIn app using LinkedIn
Lead Gen Forms
SCENARIO 1
44

3
The member clicks on an ad,
arrives at brand’s site, converts
through a form that’s pre-filled
with LinkedIn data
45
SCENARIO 2

4
The brand measures the impact
of their campaigns through
LinkedIn’s ads platform, using
the data to prove ROI and
optimize their spend
46

THANK YOU