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New Ways to Succeed With Marketing on LinkedIn

Discover new ways to succeed with marketing on LinkedIn

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New Ways to Succeed With Marketing on LinkedIn

  1. #LinkedInMktg Keith Richey Director, Global Marketing October 21, 2015 New Ways to Succeed with Marketing on LinkedIn
  2. 2 How to Engage with Us  Got a question? Submit it in the Webex Q&A box  Recorded? Of course!  Feedback? Survey will be available at the end of the Webinar  Follow us:  Twitter: @LinkedInMktg  LinkedIn www.linkedin.com/company/linkedin-marketing-solutions
  3. #LinkedInMktg What success looks like Our team’s approach Buyer evolution
  4. #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
  5. #LinkedInMktg Relevant content is the answer.
  6. #LinkedInMktg 41% of online ads reach the wrong audience* 60-70% Content goes unread** 5% Fill out a form*** *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
  7. #LinkedInMktg Reach only the right people Deliver highly relevant content in the right channel Acquire new customers Imagine if the funnel worked like it should
  8. #LinkedInMktg 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 The only full-funnel professional platform
  9. #LinkedInMktg Peers 1MM+ posts/wk in Groups 130k/wk Member Posts News 2MM+ Publishers LinkedIn Pulse Brands 7MM+ Company Pages Company Updates 18MM+ Slideshares Elevate Education 270k+ Lynda videos Professional Publishing Platform Thought Leaders 500+ Influencers
  10. #LinkedInMktg 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 32M 380M+ Professionals join daily
  11. #LinkedInMktg Connections Company Industry Size Skills GenderEducation Geo Groups Standardized job titles SeniorityFunction Occupation Powered by rich first-party data
  12. #LinkedInMktg What success looks like Our team’s approach Buyer evolution
  13. #LinkedInMktg Build thought leadership Generate leads 13 Generate awareness Success with three objectives
  14. • Target professionals who live in target cities along key routes • Identify members who belong to LinkedIn groups related to business travel in Asia “We knew we needed to advertise where business people – and especially the business travelers – are going to be. They’re on LinkedIn.” Dennis Owen, VP Marketing Americas, Cathay Pacific Airways Raise product awareness
  15. #LinkedInMktg • Target LinkedIn members with accuracy to drive brand objectives • Engage your audience in a high quality professional context • Deploy a variety of formats from IAB standard formats to highly engaging native ads such as Spotlight Ads and Follow Company Ads Reach and engage more than 300M professionals LinkedIn Onsite Display
  16. #LinkedInMktg • Target professionals with accuracy and scale across the web • Reach your audience with frequency to increase awareness and engagement • Engage prospects on LinkedIn, business publisher sites, and beyond • Measure the impact of your programs with full funnel analytics Reach the right professionals wherever they travel LinkedIn Network Display
  17. • Increased brand awareness and targeted web traffic • Nearly 5x increase in the number of daily website visits from legal professionals “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.” Sarah Bottorff, Director of Marketing, MyCase Raise brand awareness
  18. #LinkedInMktg Build thought leadership Generate leads 18 Generate awareness
  19. #LinkedInMktg After exposure to Adobe’s Sponsored Updates, marketing decision makers were: • 50% more likely to agree that “Adobe is shaping the future of digital marketing” • 79% more likely to agree that “Adobe can help me optimize my media spend” “With the ability to target specific audiences with relevant and contextual content, Sponsored Updates allowed us to reach the right audience on the right channel.” Maria Poveromo, Senior Director, PR, AR, and Social Media, Adobe Build thought leadership
  20. #LinkedInMktg Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates
  21. #LinkedInMktg With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control
  22. #LinkedInMktg Test and optimize your reach to the right audience with the right message 66% higher CTR
  23. Sponsored Updates best practices 23 • Visual is the new headline • Keep it short & sweet • Snackable stats work wonders • Variety is the spice of life
  24. #LinkedInMktg Build thought leadership Generate leads 24 Generate awareness
  25. Generate leads • Generated nearly 40% more leads than other social channels • 65% lower cost per lead than other social channels “LinkedIn Sponsored Updates are a natural fit for us because members are looking to expand their knowledge base – and because we can provide each of our target audiences with the content that addresses their unique business needs.” Lauren Pedigo, Digital Marketing Manager, Kinvey
  26. • 4x lower cost per lead compared to search advertising • 3x lower cost per click compared to search advertising • 2.5x growth in Company Page followers “With Sponsored Updates, we get the right kind of leads who are not only interested in the relevant content we’ve created and in learning more about our product, but also fit our target audience profile perfectly.” Rick Schultz, Senior VP of Marketing, Alteryx Generate leads
  27. #LinkedInMktg Drive more leads and get the attention of your highest-value audiences on LinkedIn with targeted messages delivered right to their inboxes LinkedIn Sponsored InMail
  28. “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 • 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 Generate leads
  29. Sponsored InMail best practices 29 • Use targeting on LinkedIn to deliver the right message to the right person at the right time • Create a compelling inbox preview to drive opens • Develop personalized content that helps, vs strictly sells • Optimize your content for mobile engagement • Create a simple landing page with clear conversion path
  30. #LinkedInMktg DISPLAY AD • Convert the 95% of anonymous web visitors who don’t provide an email addresses • Engage the 80% of known prospects who don’t open your email • Evaluate the impact of your nurture programs Deliver more high quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content LinkedIn Lead Accelerator 3 0 John Smith DISPLAY AD #1 SU #1 #1
  31. #LinkedInMktg LinkedIn Lead Accelerator Marketing automation for display and social advertising
  32. “As soon as a prospect engages and shows interest in a particular program, they start receiving sequenced messaging that’s relevant to the specific program they’ve shown interest in. You can see the impact of this in the performance and you can see it in the quality of each lead.” Andrew Hickey, Director of Digital Marketing, eCornell • Conversion rates were 2x higher than traditional campaigns • Conversion rates from Sponsored Updates specifically were 4x higher • Cost per lead was 3x lower than traditional retargeting Generate leads
  33. #LinkedInMktg What success looks like Our team’s approach Buyer evolution
  34. #LinkedInMktg Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline Our success metrics
  35. #LinkedInMktg Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT
  36. #LinkedInMktg Not more content, more relevant content
  37. #LinkedInMktg The visual is the new headline!
  38. #LinkedInMktg Big Rock content fuels performance
  39. #LinkedInMktg 39 Extend the mileage with ‘turkey slices’
  40. #LinkedInMktg Driving leads with content MQL Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
  41. #LinkedInMktg Blog: Focus on relevance, variety, frequency
  42. #LinkedInMktg LinkedIn Showcase Page as key content hub
  43. #LinkedInMktg  Customer engagement  Quality traffic  High quality leads – 30% of leads in any quarter Sponsored Updates drive results
  44. #LinkedInMktg Sponsored Updates + Onsite Display = more leads
  45. #LinkedInMktg #LinkedInMktg Week 1: Funnel vs Marketer Photo
  46. #LinkedInMktg Targeted InMails complement the feed with even more personal communication
  47. #LinkedInMktg Our Lead Accelerator streams Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates Week 1 Week3Week2
  48. #LinkedInMktg Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline Success metrics
  49. #LinkedInMktg Measurement for Success: • Quality Traffic – 72% Manager+ • Engagement – 24X blog visitors YOY • MQLs – 68% of MQLs from content • Pipeline – 35% new biz from marketing Success metrics
  50. #LinkedInMktg