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The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marketers

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The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marketers

Find out what marketing professionals around the world have to say about LinkedIn Marketing!

Publicada em: Marketing
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The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marketers

  1. 1. THE PROOF IS IN THE ROI LinkedIn Marketing Insights from the Pros
  2. 2. LinkedIn has been, by far, the best channel for generating quality leads that convert, helping us exceed our revenue goals and achieve 7X ROI. Lin Ling Former Growth Marketing Lead Spigit
  3. 3. By showing targeted user profiles next to our brand, Dynamic Ads allow us to send highly-targeted messages, introducing, and familiarizing our business with our audience. This has resulted in higher engagement and an increase in conversion rates." Tom Metcalfe Senior Lead Generation Executive In Touch Networks
  4. 4. LinkedIn has been able to reach the right audience for us, because we’re reaching the right decision makers within the accounts that we care about the most. Suma Warrier Manager, Customer Acquisition & Personalization ServiceNow
  5. 5. We were able to target right down to are you a cofounder, a CEO, or a managing director, and that insured that we got the quality traffic that we were looking for which ultimately led to leads and helped us build brand awareness. One of the key metrics for us was video completion rates for these campaigns and what we found is that they are 3x higher on LinkedIn compared to other competitive platforms. Ashleigh Patterson Senior Director, Global Content Marketing & Social Media RBC Wealth Management
  6. 6. We saw tremendous improvements this quarter. The quality of traffic from LinkedIn proved to be much higher than other social platforms, and as a result we are seeing our lead generation efforts producing significant ROI. Craig Chappell Global Head of Digital FireEye
  7. 7. With it’s B2B targeting capabilities, conversion tracking tool, and insightful account management team, LinkedIn acts more like an extension of our team. Not only were the tools LinkedIn offered critical to a successful campaign, but LinkedIn and their partners played a pivotal role in strengthening FireEye’s presence. Sean Brennan Paid Social Manager 3Q Digital
  8. 8. We serve a lot of different audiences. LinkedIn is the only platform we have, from a digital perspective, where we can really get detailed on our targeting. Lauren Slattery Director of Marketing, TokBox
  9. 9. When target audiences are increasingly resistant to advertising, you have to earn their attention – and LinkedIn has evolved into the ideal platform for doing so. By focusing on the issues our audiences care about, we’re able to deliver them the right customer centric content. I see this type of approach being increasingly important to digital marketing going forward. Guido Smit Product Owner Digital Media ABN AMRO
  10. 10. Our mission at Cotton Incorporated is to increase the demand for and profitability of cotton. LinkedIn helps us reach decision makers along the textile supply chain and give us the opportunity to promote our unique suite of resources from research and development, to marketing promotions, in an effective way. Kim Kitchings SVP Consumer Marketing Cotton Incorporated
  11. 11. The unique value of LinkedIn is that it’s more than just an awareness building channel. We’re not just sharing content freely; we’re able to translate it into lead generation. And the targeted audience for our content means we’re seeing a much stronger return on investment than we ever received from pay- per-click search advertising. Matthew Tainton Product Marketing Manager Platts Petrochemicals
  12. 12. We need every demand generation dollar we spend to have a positive effect, and we’ve been able to do that with LinkedIn. James Court Formerly Demand Generation Consultant Development Dimensions International
  13. 13. We’ve been updating our campaign with insights gained from LinkedIn’s conversion tracking. At this time, 94% of leads generated through our campaign are sales-accepted. Priyank Savla Digital Marketing Manager NetBrain
  14. 14. We love the ability to analyze in real time and fine tune assets to improve their effectiveness and pivot on strategies while the program is running. It is truly executing on the concept of buyer’s journey-based marketing. Stella Kordonis Senior Regional Marketing Manager Australia and New Zealand Red Hat
  15. 15. LinkedIn conversion tracking lets us optimize our campaigns in real time. We’ve easily been able to adjust our programs based on metrics that matter most. Divya Dutt Formerly Senior Manager for Search, Paid Social & Nurture Marketo
  16. 16. Our followers have increased more than eightfold, widening our quality captured audience reach. We will continue to emphasize quality, not quantity, in building on our audience numbers by utilizing LinkedIn’s targeting capabilities. Blair Abbott Head of Global Strategic Marketing & Business Development Division Mirae Asset Global Investments
  17. 17. LinkedIn conversion tracking is the key metric I use when thinking about how to optimize our campaigns — and it clearly shows our LinkedIn campaign performance is almost too good to be true. Rick Salmon Senior Digital Marketing Manager ConnectWise
  18. 18. The crux of effective marketing is twofold — the ability to develop incisive messaging based on consumer insight, and finding the right communication channel to present this messaging to the consumer at the right time and in the right context. The success of our campaign on LinkedIn is a culmination of these two aspects coming together well. Kashyap Dalal Co-founder & Chief Business Officer Simplilearn
  19. 19. LinkedIn sponsored InMail delivered a 40% conversion rate. Frankly, it blew every other campaign out of the water. Greg Apple Head of Marketing HelloGbye
  20. 20. One of the extraordinary things about our InMail campaign is that we have students starting in August who had never heard of this program before they received our InMail in March. In the history of my marketing experience at this school, I’ve never seen us convert that quickly. Elizabeth Hogan Associate Dean, Global Marketing Fuqua School of Business Duke University
  21. 21. We hit a 48% open rate with sponsored InMail. We haven’t seen open rates that high in a long time. Victor Lin Formerly Digital Marketing Manager Replicon
  22. 22. We needed to reach the niche audience that supports the oilfield services industry. LinkedIn’s ability to hyper- target this specific segment and find key people in the industry was a huge draw for us. Nicole Baron Formerly Marketing & Communications Manager VistaVu Solutions
  23. 23. LinkedIn’s Sponsored Content is the perfect marriage between its professional audience and our content- based approach to advertising. The tool helps surface relevant content for quality prospects in our target b2b market, effectively merging our inbound strategy with cost-effective lead generation. Kipp Bodnar CMO Hubspot
  24. 24. The purpose of the campaign was to reach and engage the right audience with creative content. We focused on past LinkedIn data to methodically identify what content works with the target audience. The results vindicate our belief in the use of data to improve performance of creative campaigns. Arem Mukim Formerly Manager, Corporate Communications & Digital Marketing Ricoh India Ltd
  25. 25. Attracting quality students is key to the success of our graduate business programs. The ability to target our marketing efforts by region, expertise, and career level made it possible to reach and engage with the precise audience we needed. Eric Schulz Co-Director of Brand Management and Strategic Marketing Utah State University
  26. 26. This combination of a professional, active community, and the ability to precisely target our messages, delivered unparalleled ROI at scale. Igor Belogolovsky CEO Clever Zebo
  27. 27. Account targeting enabled us to increase the scale of how many accounts we can target, giving us increased exposure to our most important customers. Suzanne McVey Director of Digital Marketing & Operations Swrve
  28. 28. Targeting on LinkedIn is as valuable as search marketing. For TIAS, it’s as inconceivable not to use LinkedIn as it is not to use Google Job van den Wildenberg Formerly Marketing Development Manager TIAS School for Business and Society
  29. 29. For the first time in the history of media, you can reach the world’s professionals all in one place. More than 550M people worldwide gather on LinkedIn to stay connected and informed, advance their careers, and work smarter. Together they comprise the largest global community of business professionals. These are the decision-makers, influencers, and the leaders of today and tomorrow — precisely the people you want to target. For more information, visit https://business.linkedin.com/marketing-solutions/content-marketing/linkedin-b2b-marketing