Precision Targeted
Marketing Solutions

Exhibition opportunity fall through? What now?
Let’s not beat around the bush -
field marketers including exhibitions in their
lead generation strategies are suddenly
finding themselves at a loss with trade
shows, conferences and large gatherings
being cancelled or postponed.
The good news is that their leads are still
out there, and with fewer opportunities to
attend large gatherings to make
connections, they’re dedicating more time
to sourcing solutions through other
channels, like the Web.
All that’s needed is a
way to connect field
marketers with their
target audiences
online.

The greatest challenges
in B2B Marketing
● Generating MQLs
● Passing MQLs To Sales Faster
● Meeting GDPR & Global Privacy Standards
● Executing on account-based marketing initiatives
● Proving ROI from marketing efforts

LinkedIn’s potential to accelerate the B2B
marketing funnel is unmatched owing to their B2B
user base. but the tactics needed to facilitate the
LinkedIn lead journey remain unconnected.
We design programmes with fully managed,
end-to-end services to solve connecting the
golden thread for B2B buyers.
● B2B targeting & personalization
● Lead Forms with qualifying criteria
● End-to-end privacy controls
● Full funnel ABM paths
● Full funnel conversion and ROI tracking
How a managed
LinkedIn programme
can help

LinkedIn Integrated Tactics
Segmentation &
personalization
After establishing personas, we
segment your audiences by
multiple demographic
parameters (geo, seniority,
industry, function, role, tenure,
skills etc.) and interests to serve
the most resonant messaging
to each segment at the right
time.
How we use LinkedIn to
ensure client success
Always-on agile
improvement
Our dedicated team optimises
every campaign and audience
segment throughout the
acquisition phases to ensure
your budget goes further.
Multiple
Paths
Your audiences have diverse
online behaviours and
preferences. We cover all
major routes through the
platform to ensure full
coverage and optimal budget
distribution.

A fully integrated and optimised
LinkedIn strategy leverages the
interconnectivity of these four key
pillars.
Opportunity
Nurture
Reach
Full funnel Insight
Lead Ads
Retargeting
Linkedin
Company
Page
Linkedin Ad Suite
Linkedin
Groups LinkedIn
Social
Selling
The LinkedIn Marketing Suite in Action
Content Strategy
Each pillar and funnel layer uses
different yet complementary
content types to nurture audiences
through the funnel.
Sponsored Ads
Four Pillars
1. LinkedIn Social Selling
2. LinkedIn Ad Suite
3. LinkedIn Groups
4. LinkedIn Company PageWe bring the entire
LinkedIn Marketing
Solutions Suite to bear
on your business need,
or carefully select those
pillars that will have the
highest impact and craft
a campaign based on
your segmented
personas.
Personas and Audience
Segmentation
Strategy and segment-based
ad variations

WEBSITE RE-ENGAGEMENT
Leads are offered a consultative meeting with
sales
Website activity for each account is tracked and
followed up on with retargeting.
DIRECT MESSAGING
ACCOUNT-BASED ANALYTICS
First touch
- Interest targeting
- B2B Programmatic
- Persona focused
-
AGILITY
Persona based
messaging
Creative refresh in
every phase
Optimize bidding
Prioritize Account
Engagement
Re-targeting
- Opt-in more contacts
- Upsell new products
- Upload email lists
Account Expansion
- Include decision making unit
- B2B Programmatic
- Account focused
Includes privacy policy opt-in and custom
qualifying questions
OPT-IN
MORE INFO CTA
LEAD ESCALATION
LINKEDIN LEAD FORM
LINKEDIN ADVERTISING
Native and programmatic advertising. Provide
opportunity to convert
Full funnel ABM paths

Global Arc: Highly targeted
Case Study - Global Arc
Global ARC events convene a network of the world’s foremost pension
funds, sovereign wealth funds, endowments, foundations and asset
managers, offering investors a dispassionate, incisive analysis of
geopolitical, economic and investment issues.
With their narrow audience of institutional investors and asset
managers, LinkedIn was the natural choice for helping them develop,
implement, and provide measurable return on a year-round digital
communications strategy
LinkedIn Tactics Used
● Social Selling with 1st level connection email extraction
● Profile Growth
● Community Management
● Social Media Management (incl. Facebook, Twitter)
● Research & Extract Competitors’ Groups
The extraction of 1st level connections’ email addresses proved to be a
great addition to the social selling process, helping grow their database
of decision makers at Asset Management firms and hand-picked
Institutional Investors from desired accounts. This audience can now
receive content updates and personalized inbox communications.
●
2628 LinkedIn connections growth
209 Investor leads generated through Social Selling
110 Asset Manager leads generated through Social Selling
3307 Emails retrieved from LinkedIn
1526 Investors email addresses retrieved
1781 Asset Manager email addresses retrieved
3544 unique emails generated through social selling
and email extraction
210 Asset Managers community members growth.
180 Investors community members growth.

How we generated 140 on-target leads
for F5 & Red Hat
Case Study - F5 & Red Hat
F5 - a global company specialising in application services and
application delivery networking (ADN) - and one of their suppliers, Red
Hat - the world’s leading provider of enterprise open source solutions -
sought our assistance in helping them break into the DevOps
movement in South Africa.
Our solution was a campaign built around an integrated LinkedIn
journey, culminating in a highly relevant, tailored local event:
● We kept costs low with a strong incentive to reduce cost per
lead. Our proprietary bidding strategies also beat market
rates for B2B leads by a massive 96%.
● We kept the campaign performance high with
super-targeted parameters (specific locations, industries,
company sizes, interests, titles and seniority)
● We optimised the lead journey for frictionless data capture,
using LinkedIn Lead Gen Forms in a novel and innovative way,
embedding survey questions into each form.
Registration Rate Optimisation - Heat Maps
LinkedIn Advertising
(matched audiences)
KPI
Leads required
40
Achieved
Leads obtained
140 $28.57
Achieved
Cost per lead
$208
Industry Avg.
Cost per lead

How we generated 50x ROI for F5’s
NGINX Business Breakfast
Case Study - F5 NGINX
F5 is a global company specialising in application services and application delivery networking
(ADN). F5 invites potential clients to Business Breakfasts where they can receive value and have
questions answered by specialists in real time.
Key Result: 8 attendees acquired with potential business of $200,000 generated.
Our Solution
Based on our experience marketing internal corporate events, we implemented a highly
targeted, ABM-focused social recruitment campaign via LinkedIn. Not only does LinkedIn allow
us to target the right audience, it also gives us the opportunity to personalise the messaging to
the audience.
Owing to the niche audience and personalization potential, the campaign required a strong
indication of interest, we took an agile approach to ensure that our messaging adequately
communicated F5’s industry expertise and firmly established the event as a valuable
opportunity to network, connect and gain valuable insight around multi cloud solutions.
Attendees acquired
Potential business generated
ROI per attendee
8 (50% of total attendees)
Over $200,000
$24,500

The art of B2B communities
Case Study - IOT & Security
We’ve dozens of industry leading technology communities on LinkedIn.
We specialize in building and maintaining engagement in these
communities for business outcomes (sales, engagement & thought
leadership) to engage
Some of our the communities we’re proudest of
Positioning & Theme Member growth
Content & Engagement
Proactive Community
Management

The Team
Meet our team of LinkedIn professionals
We believe anything can be
accomplished when excellent
individuals work together in a
tight-knit team. We’ve assembled a
diverse group of customer-centric
B2B Marketing Professionals whose
sole purpose it is to seek new and
inventive ways to show our clients
ROI and provide superior customer
service.
Nick Nel
Client Success Manager
Husain
Senior Project Manager
Wayne
Analytics Specialist
Zaid
Head of Design
Grafton
Online B2B Community Manager
Regan George
CEO and Founder
Joseph
Online B2B Community Lead
Elisah
Senior Project Manager
Cairn
Paid Media Specialist
Sergei
Copywriter
Matthew
Social Sales Enablement Lead
Eben Meyer
Managing Partner, B2B
Solutions

Our services
1. LinkedIn Audience Research
2. LinkedIn Paid Media Programmes
3. Community Build & Management
4. Company Page Growth and Management
5. Content Creation
6. Linkedin Event Management
7. Sales enablement programmes through LinkedIn
8. Account-based Website Analytics

Clients
What they have to say about us….
Nicole Bono
Marketing Director, Fuel Education
“I am astounded by the engagement, the
Community continues to generate trackable
leads, The Social Effect are true partners”
Chriselna Welsh
Field Marketing Manager, SSA Region at F5
“Thank you for all your hard work and efforts this year to make each
campaign a success! It’s been a great year yet again and I would not
have been able to do what I do without my digital marketing
superheroes! I can truly say that your team is an extension of our team
and a great business partner to work with. (Plus the fact that you guys
are just genuinely nice people makes my job even easier). ”

Clients
What they have to say about us….
Gary West
VP, Salesforce.com Europe
“You have turned on a constant flow of
highly qualified ISV leads for Salesforce at a
fraction of the cost of using traditional
marketing channels”
Tara Lovelock
Marketing Director, Messe Frankfurt
“Nothing but positive comment regarding
The Social Effect’s outsourced community
management solutions. All expectations
exceeded!
”

Clients
What they have to say about us….
Mike Anstey
CEO, Pilot Lite Venture
“Our community has saved us thousands in
buying databases and has led to a 100x ROI”
Lisa-Marie Thaden
Program Architect, IDG Germany
“I had the pleasure to work on several projects with the
social effect. What all project had in common: great
consultancy,dedicated program managers and overall an
exceptional client centricity. Programs included lead
generation, social selling and virtual event campaigns.”

Clients
What they have to say about us….
Chriselna Welsh
Field Marketing Manager, SSA Region at F5
“The DevOps campaign run with The Social Effect had resulted in a
much better than expected outcome as we managed to quickly and
effectively reach (and exceed) the measurables for the campaign.
The campaign was also very well thought out and incorporated
various digital marketing tactics to attract and drive engagement
from a new group of personas. We also gained valuable insights into
the local DevOps community and their areas of concern and interest.”

Clients
Some of our Clients

Paid Social Media Tactics
Other channels that work for B2B
Paid Digital Tactics
● Content Sharing/Tagging (proprietary)
● LinkedIn Events
● Traffic & awareness ads
● Ads (multiple formats incl. video)
● Connect & Invite (proprietary)
● Traffic & awareness ads
● Targeting followers/look-a-likes of competing companies
● Multiple ad formats (incl. video)
● Traffic & awareness ads
● Custom Audience (proprietary using LinkedIn data)
● Native & Lookalike audiences
● Facebook audience network (20+ million other websites, apps etc)
● Multiple ad formats (incl. video)
● Event Page
● Retargeting ads
● Traffic and awareness ads
● Leveraging Facebook audience targeting (mentioned above)
● Multiple ad formats (incl. video)
● Awareness & traffic ads
● Pre-roll video (ads)
● Retargeting (Google audiences)
● Programmatic Advertising
● Programmatic Retargeting
● AR Display network ads
● Programmatic Advertising
● Dynamic Retargeting
● Geolocation ads
● Analytics
● Retargeting
● Display network
● Programmatic advertising
● Search ads
Our Agile Methodology:
each channel, ad creative/copy, format is tested against the
other/s to optimise and isolate the best ROI on ad spend.

The Social Effect Limited | +1 628 867 8260 | www.thesocialeffect.com | Linkedin Community
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