#LinkedInMktg

Keith RicheyDirector, Global MarketingAugust 25, 2015

Get More Out of LinkedIn Marketing with Tips From Our Team

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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

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Agenda for Today’s Webinar

The marketing challenge

Our content marketing approach

Our best practices on LinkedIn

#LinkedInMktg

It’s a challenging world

90%Before customersreach out directly

Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey”

10Pieces of content

are consumed before a purchasing decision

is made

Source: Zero Moment of Truth Study, Google

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Content is core

EVENTS

CAMPAIGNSSOCIAL +ONLINE

CONTENT

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Not more content, more relevant content

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The visual is the new headline!

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Big Rock content fuels performance

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Extend the mileage with ‘turkey slices’

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Driving leads with content

MQL

Lead Capture

No Yes

RevenueSales

SDRSales Qualified?

BIG ROCK(Gated)

NurtureNo Yes

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Allittakesiscreativity,consistency,andeffectivedistribution

PublishingPlatform

PublishingPlatform

1MPosts

10KPosts/Day

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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

#LinkedInMktg

• Target LinkedIn members with accuracy to drive brand objectives

• Engage your audience in a high quality professional context

• Deploy a variety of formats

Reach and engage more than 300M professionalsLinkedIn Onsite Display

#LinkedInMktg

• Reachqualitynewaudiences

• Drivethemtooursite

• Distributetopfunnelcontent

Example–BrandAwareness

#LinkedInMktg

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Example – Share of VoiceSponsored Updates + Onsite Display = more leadsRunning Onsite Display together with Sponsored Updates allows us to have a greater share of voice, increasing the performance across channels.

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• Target professionals with accuracy and scale across the web

• Reach your audience with frequency

• Engage prospects on LinkedIn and beyond

• Measure the impact of your programs

Reach the right professionals wherever they travelLinkedIn Network Display

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Example – LinkedIn Marketing Solutions

Driving visitors to our site

All IAB ad units for maximum performance

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Deliver rich content in the LinkedIn feed across all devicesLinkedIn Sponsored Updates

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LinkedIn Showcase Page is a key content hub

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Customer engagement

Quality traffic

High quality leads – 30% of leads in any quarter

Sponsored Updates drive results

#LinkedInMktg#LinkedInMktg

#LinkedInMktg

Sponsored Updates best practices

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• Visual is the new headline

• Keep it short & sweet

• Snackable stats work wonders

• Variety is the spice of life

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With Direct Sponsored Content, reach your target audience without publishing on your Company Page

Personalize

Test

Control

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#LinkedInMktg

Week 1: Funnel vs Marketer Photo

#LinkedInMktg

#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

#LinkedInMktg

Sponsored InMail: Targeted and personalized message delivered to the most engaged professional audience

Raise brand awareness

Drive Quality Leads

Build CustomerRelationships

#LinkedInMktg

Sponsored InMail is a great way to expand thereach of your campaigns• Campaign:

o FinanceConnect Live Event – May 7, 2015

o Promoting the streaming version of event

o Email was the primary channel for promotion

• Solution: Sponsored InMail to new prospects not in our email database

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InMail delivers a big registration boost

24.61% Open Rate0.74% CTR

41.75% Open Rate8.71% CTR

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Sponsored InMail is great tool for A/B Testing

• Campaign:o Webinar “Harnessing the Power of the Full Funnel” in April 2015

o Promoted via email, Sponsored updates, blog and social media

• Sponsored InMail Campaigno A/B Test the sender of the email

o Hypothesis: Sends from a person will drive more registrationsthen from a company

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Which performs better: from a Person or Company?

3.9% CTR 7.6% CTR

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Sponsored InMail Drove 47% of Registrations

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Sponsored InMail best practices

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• 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

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DISPLAY AD

• Convert the 95% of web visitors who don’t provide email

• Engage the 80% of known prospects who don’t open 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

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John Smith

DISPLAY AD #1

SU #1

#1

#LinkedInMktg

LinkedIn Lead AcceleratorMarketing automation for display and social advertising

#LinkedInMktg

Our Lead Accelerator streamsHomepage Bouncers“Engaged” Lead Accelerator Sponsored Updates

Wee

k 1

Wee

k 3

Wee

k 2

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Measurement for Success:

• Quality Traffic

• Engagement

• MQLs

• Pipeline

Success metrics

#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

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