Discover how LinkedIn’s own marketing team uses our platform to achieve our marketing objectives – and the 6 simple principles that we’ve applied to help enhance our effectiveness over the last year. In our presentation, 6 Steps to B2B Marketing Success on LinkedIn, Gearoid Buckley and Jenny Anne will reveal our insider tips for maximising the effectiveness of Sponsored Content, Sponsored InMail and Display Ads. Watch the always on webcast recording here: https://business.linkedin.com/en-uk/marketing-solutions/s/emea/16/5/wc/six-steps-to-btob-marketing-success

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Steps to B2B
Marketing Success
on LinkedIn
Live Webcast
Wednesday, May 18, 2016
2:00pm BST | 3:00pm CET

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Have Questions?
Use the Q&A button at the bottom of your
screen and we will answer them after the
presentation
A recording of this webcast will be sent to you
after the event

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Who we are?
Jenny Anne Corkery
New Business Manager, Dublin
Gearóíd Buckley
Online Marketing Manager, Dublin

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Setting the scene!
Project Champagne
#6StepsLoL

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Why LinkedIn works for us!
of all Q1 inquiries
sourced from
LinkedIn
of all Q1 MQLs
sourced from
LinkedIn

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Consistent throughout QTR
– key to our Always-on strategy

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For the first time in the history of media you can
engage with the world’s professionals in one place

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The most effective platform for marketers to
engage professionals
Achieve your goals from awareness to
engagement to new business

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Our digital lives converge on
very few big destinations

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61M
senior-level
influencers
40M
decision makers
10M
opinion leaders
6M
C-level execs
22M
Mass Affluent
4M
IT decision makers
433Mprofessionals are on LinkedIn
The largest global community of professionals

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9 billion content impressions / week
15X content vs job postings in the feed
57% mobile
Professionals engage with purpose
– and with content

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The world’s professionals come to
LinkedIn for knowledge
Industry News Expert Advice Professional Learning
Peer Insights Peer Recommendations 500+ Influencers

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Organic:
Build your brand and content
On your Company Page
Showcase Pages
Through long-form posts
On Slideshare
Market to Who Matters:
Engage Them with Content
Paid:
Reach a targeted, and broader audience
In the LinkedIn Feed
In the LinkedIn Inbox
Early in the purchase process
Through other native ad formats

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#6StepsLoL
Engage your prospects with relevant content in the world’s
only professional feed
Sponsored Content
Build customer relationships at
every stage of the buyer’s
journey by targeting content to
your most valuable audiences
wherever they spend their time.

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

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Build your brand with the right audiences in a premium context
LinkedIn Display Ads
Get on the radar early to build your
brand and increase awareness
Target LinkedIn members with
accuracy to drive brand objectives
Engage your audience in a high-
quality professional context
Deploy IAB standard display ad
unit formats

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STEP 1
CHOOSE OBJECTIVE

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Why do we use LinkedIn?
Online and
Offline Events
Lead
Generation Awareness
Account
Based
Marketing

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Promoting this event:
InMail:192
Registrations
SC: 605
Registrations
Display: 30
Registrations

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STEP 2
CHOOSE YOUR TARGETING

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Market to Who Matters:
Get to the Right Professional
Audiences
Rich demographic data
Job Function, Seniority, Company Name,
Geo, Industry
Interest-based targeting
Group Membership, Skills, Field of Study
Persona targeting
Job Searchers, Opinion Leaders, Mass Affluent,
Business Travelers
Your own audience data
Target Account Lists

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Patrick Kane
Ivanka Trump
Ali Landry
7-foot-tall Football
Player
Robert Griffin III
Kim Zolciak
Recruiting
Employee engagement
Social media
Self-esteem
European Union
Marketing Automation
Integrated marketing
Lead generation
Cloud computing
Email marketing
#HTGAWM
#NewNFLTeams
Redskins
The Pope
#GreysAnatomy
#HeroesReborn
The professional mindset is markedly different
Trending topics by social media platform

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We live in a data driven age
– let data drive creativity

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We live in a data driven age – let data drive creativity
How we use data to get
creative with targeting

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and yes, of course we tested lots of
variations!

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How we deliver relevancy to our target
audience
● Skills targeting
● Company targeting
● Industry targeting
● Geo targeting
● Title targeting
● Company size
targeting
Total addressable
audience
(Any member in the marketing,
media or communication job
function)
Our Segmented
Audience

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Example of how we target at TOFU
Q1 2016 saw over 2k inquiries from this type
of campaign
Job Function
marketing, media and
communication
Seniority Manager + Geo Europe
Company Size 50+ employees
Language English UK or US

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Relevancy is key: Using title and skills targeting to
differentiate between brand and demand generation
marketer
Demand Generation Manager, Digital
Marketing, Acquisition Marketing, SEO
Marketing, Search Engine Marketing,
Marketing Automation Manager, etc
Job Title =
Brand Manager, Brand Marketing
Manager, Global Marketing Manager,
Director Brand Marketing, etc
Job Title =

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Test with targeting

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Leverage targeting for deeper personalisation in
the feed

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Content strategy must be aligned to targeting
Example: Using seniority targeting to speak to topics, trends, and pain
points specific to their roles.
entry, manager, senior
Seniority
Director, VP, CXO, Owner, Partner
Seniority

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We’ve seen huge success from local language
campaigns
Introducing:
Launched on Email and InMail on
the same day.
SENT OPENS CTR
Email 9,845 28.99% 4.49%
InMail 106,780 71.02% 8.69%

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Campaign ran across all LinkedIn Channels for a
full QTR

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2139
267
258
144
87
39
21
9
InMail
Sponsored Content
Display Ads
Email Nutures
Referral Campaigns
Email
No Tracking
Organic
90% of leads came from LinkedIn for this
Always-on campaign

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Targeting Top Tips
1 Find the balance between scale and relevancy
2 Align campaign goals to channel and targeting strategy
3 Don’t be afraid to experiment and test
4 Leverage LinkedIn for localisation campaigns
5 Content and Targeting strategies must be aligned

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STEP 3
CHOOSE YOUR
CONTENT/CREATIVE
(Top Tips)

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Effective content doesn’t require massive investment

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Visual is the new headline
• Test, test and test
• Vary creative
• Be mindful of the landing page/content
• Play to your audience’s interest
CTR: .376% CTR: .237%

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Keep it Short & Sweet
• Minimal text performs better
• It is best practice to remove unnecessary words for more concise and
clearer writing
• Words like ‘you’ and ‘your’ resonate with audiences
CTR: 1.067% CTR: 0.622% CTR: 0.768%
Remove unnecessary words

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Snackable stats work
People are more likely to engage with and share
content that makes them appear more knowledgeable
You have less than a second to grab attention – use
interesting stats and quotes to make people pause……
and click

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Variety is the spice of life
We aim to create at least 4 versions
of each Sponsored Content and
Display Ad
And always A/B test InMail

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You know
nothing
Jon Snow!

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Sponsored Content Top Tips
1 Visual is the new headline
2 Keep it short & sweet
3 Snackable stats work!
4 Variety is the spice of life
5 You know nothing Jon Snow

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Display Ads Top Tips
1 Pictures of people perform best
2 Have a clear description of the content
3 Include the word “now” in your CTA
4 Colour works! Use it
5 You know nothing Jon Snow

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Sponsored InMail Top Tips
1 Have a clear subject line
2 Use best performing Display Ad (from testing)
3 Ensure copy is short and to the point
4 Sending from a person improves OR and CTR
5 You know nothing Jon Snow5

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STEP 4
TEST
& OPTIMISE

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Always be testing!
Start with big elements
Optimise to small

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Are you a
Sophisticated
Marketer?
- Average Score was 51%
- Only 12% gained
Sophisticated Marketer
status 

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Q1: Which of these Sponsored Content performed
better?
CTR: .237%CTR: .376%
42%
correct

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Q2: Which intro copy text yielded a higher CTR?
CTR: 1.067%CTR: .768 %
61%
correct

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Q3: Which of these LinkedIn Display Ads drove a
higher CTR?
CTR: 0.055%CTR: 0.126%
58%
correct

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Q4: Which of these Sponsored Content performed
better?
CTR: 0.4%CTR: 0.25%
16% correct

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Q5: Which of these LinkedIn Display Ads drove a
higher CTR?
CTR: 0.72%CTR: 0.79% CTR: 0.93%CTR: 0.76%
43% correct

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Another CTA test!
Join Register
+165% Clicks
+126% Impressions
+571% Clicks
+490% Impressions

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You know
nothing
Jon Snow!

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STEP 5
MEASURE

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Market to Who Matters:
Measure the Impact, and Optimise
Are you reaching your target audiences?
Are the right people engaging?
Are you prompting the right actions?
Get clear visibility into the impact of your programs
throughout the purchase process

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Day to day I optimise from the
Campaign Manager

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What is your business goal?
Align it with your campaign to measure business performance
Online and
Offline Events
Lead
Generation Awareness
Account
Based
Marketing
Attendees, Show
Rate, Engagement
(pre, during and post)
Qualified Leads,
Sourced Revenue
Reach and
engagement within
your target audience
Customer Revenue,
Engagement

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But we also look at the impact across the funnel
Inquiries MQLs
InMail 18% 18%
Email 11% 16%
Sponsored Content 10% 15%
Referral Other 10% 10%
Other Social 10% 8%
Display Ads 6% 6%
LinkedIn
accounts for
39% of all of
our MQLs

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STEP 6
TEST & OPTIMISE
… AGAIN

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Last year we launched:
Our strongest performing eBook ever!
1 reason why you should test, test and test again!

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The ROI on the campaign began to significantly
drop after 6 months – so started optimisation
process again
Instead of spending months and €,000’s on a new
eBook – we were able to just refresh the
campaign through optimisation

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STEP 1 – CHOOSE YOUR OBJECTIVE
STEP 2 – CHOOSE YOUR TARGETING
STEP 3 – CONTENT & CREATIVE
STEP 4 – TEST AND OPTIMISE
STEP 5 – MEASURE
STEP 6 – TEST AND OPTIMISE AGAIN
To Recap

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Have Questions?
Use the Q&A button at the bottom of your
screen

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Thank You
The recording and presentation shall be sent to you shortly