Keith Richey Director, Global Marketing April 15, 2015 New ways to succeed with marketing on LinkedIn
Jul 14, 2015
Keith Richey
Director, Global Marketing
April 15, 2015
New ways to succeed with
marketing on LinkedIn
New keys to success
Our team’s approach
Buyer evolution
It’s a challenging world
Before customers
reach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the
Buyer’s Journey,” October 2012
Pieces of content
are consumed before
a purchasing decision
is made
Source: Zero Moment of Truth Study, Google
Increase targeted reach and quality conversions
4
The challenge:
Fill out a form*
Open emails**
Opportunities captured
*B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013
5
Imagine if the funnel worked like it should
Reach only the right people
Deliver highly relevant
and helpful content
Tailor your message based on
where they are in the decision process
6
The only full-funnel professional platform
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
New keys to success
Our team’s approach
Buyer evolution
NurtureDeliver helpful content at the right time, based
on who they are and what matters to them
MeasureTrack branding and direct response impact
with simple yet powerful analytics
8
3 keys to more effective marketing
ReachReach the right people with accurate
targeting
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
32M
347M+
Professionals
join daily
Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation
Shares content daily on LinkedIn
Member of groups about
entrepreneurship and business
500+ connections
Small business owner
John Smith
Small business owner
John Smith
Advance his career
Help his company grow
Build new skills
Measure and optimize your reach and conversion
13
Optimization
Full-funnel analytics
Convert
# of targeted actions
Actions per visitor
Actions/impressions by targeted audience
Cost per action
Reach
Targeted reach and website traffic
New visitors introduced
Cost per introduced visitor
Visits and pageviews per visitor
14
15
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
• 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
• Target professionals who live in target cities along key
routes
• Identify members who belong to LinkedIn groups
related to business travel in Asia
Approach:
“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
• 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
OpenDNS reached, nurtured, and converted
IT decision makers with LinkedIn Network
Display and Lead Accelerator.
• Drove more than 9,400 new website visits from IT pros
• Increased engagement: 140% increase in page views per
visitor; 64% increase in visits per visitor
• Generated 280+ new leads
Results:
Deliver rich content in the LinkedIn feed across all devices
LinkedIn Sponsored Updates
Adobe shaped brand perception
among marketing decision makers
with Sponsored Updates
• 50% more likely to agree that “Adobe is shaping the
future of digital marketing”
• 2.5x more likely to agree that Adobe’s Sponsored
Updates “captured their attention”
• 79% more likely to agree that “Adobe can help me
optimize my media spend”
Results:
• 38% more leads than other social channels
• 65% lower cost per lead than other social channels
Results:
“Sponsored Updates were a natural fit for us because
members are looking to expand their knowledge base --
we could provide each of our target audiences content
that addresses their unique business needs.”
Lauren Pedigo
Digital Marketing Manager, Kinvey
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
• 48% open rate
• 11x higher response rates vs internal email
• 73% lower cost per lead than competitor
Results:
“With Sponsored InMail, we hit a 48% open rate.
Compared to our internal efforts, our Sponsored InMail
response rates were 11x better.”
Brett Chester
VP of Online Marketing, Replicon
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
2
5
John Smith
DISPLAY
AD #1
SU #1
#1
LinkedIn Lead AcceleratorMarketing automation for display and social advertising
“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
Results:
• Conversion rates are 2x higher than normal marketing
campaigns
• Conversion rates from their Sponsored Updates nurture streams
specifically were 4x higher than normal marketing campaigns
• Cost per lead is 3x lower than what they’ve seen through
traditional retargeting
Nurture Stream: Visitors to Executive Leadership
Certification Page
Sponsored Updates Facebook News
Feed
Display
“We can reach prospects anywhere online and
make every interaction with them more personal
and relevant throughout the buyer’s journey.”
Eric Hansen
Director of Demand Generation, Cetera Financial Group
Results:
• Drove over 900 new website visits from finance professionals
• Increased page views by 27% from visitors that were nurtured with
display and social ads
• Generated nearly $1 million in new business
29
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
NurtureDeliver helpful content at the right time, based
on who they are and what matters to them
MeasureTrack branding and direct response impact
with simple yet powerful analytics
30
ReachReach the right people with accurate
targeting
3 keys to more effective marketing
New keys to success
Our team’s approach
Buyer evolution
Content is core
EVENTS
CAMPAIGNSSOCIAL +
ONLINE
CONTENT
Big Rock content fuels performance
34
Extend the mileage with ‘turkey slices’
Blog: Focus on relevance, variety, frequency
The Blogging Food GroupsA steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Spinach Raisin Bran Chocolate
Cake
Roast TabascoSpinach
LinkedIn Showcase Page as key content hub
Customer engagement
Channel traffic
High quality leads – 30% of
leads in any quarter
Sponsored Updates drive results
Targeted InMails complement the feed with even more
personal communication
Marketing Solutions LLA StreamsHomepage Bouncers“Engaged” Lead Accelerator Sponsored Updates
Week
1
Week 3
Week 2
Full-funnel marketing drives results
47%% of total inquiries driven by
social YTD
29xIncrease in organic blog visitors
YoY
7.5xOrganic LMS website visits
growth YOY
25%% of new customer
acquisition sourced by
marketing
42
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
NurtureDeliver helpful content at the right time, based
on who they are and what matters to them
MeasureTrack branding and direct response impact
with simple yet powerful analytics
43
Drive more effective marketing
ReachReach the right people with accurate
targeting
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify and target your highest-value audience segmentsStep 1
Synchronize your Lead
Accelerator programs with your
Eloqua email nurture programs
Actively and intelligently engage
prospects with online display ad
as well as Facebook and
LinkedIn for social and mobile
Deliver the right message to the
right person at the right time
Deliver sequenced messaging across display and social ads that
are targeted by audience segment and stage in the funnelStep 2
Increase conversion rates with AutofillStep 3
Improve quantity and quality of
leads through access to
LinkedIn’s professional data
Instantly populate lead forms with
accurate, LinkedIn profile data Make it easy to fill out forms on
mobile with a single click
Optimize ad creative and nurture stream design through detailed
insights and platform-supported A/B testingStep 4
Turn messages on and off or
swap out creative based on real-
time performance
Gain insights at every step of the
nurturing process to assess
impact and engagement
Optimize targeting and nurture
streams based on interaction,
engagement and other metrics
Track metrics including lift in
visits, engagement, conversions
by nurture path, and more
Get clear insight into nurturing
effort results via out-of-the-box,
full-funnel reporting
Use these results to inform how
you build out new target
segments and nurture streams
Measure program impact at every stage of the buying process
through built-in reporting and analyticsStep 5
Ensure success with Lead Accelerator LaunchPadHands-on guidance from dedicated B2B marketing experts
EACH LAUNCHPAD INCLUDES BENEFITS
On-site marketing strategy &
planning
Nurture stream development, ad
modifications and launch
Post-launch optimization and hand-
off
Learn best practices
Learn best practices for campaign
planning, creative messaging, and
optimizing ROI across all segments
Gain expertise
Become confident in the mechanics
of Lead Accelerator
Drive results
Turn insights and expertise into
successful campaigns that will drive
conversions and increase funnel
velocity
5
1
Reach more of the right target wherever they are online
5
2
Drive them to your site
SMB owner
San Francisco
1 website visit this week
No downloads so far
5
3
Nurture more of your audience into named prospects
Message 1
Message 2
Message 3
DISPLAY SOCIAL
Message 1
Message 2
Message 3
SBM owner
San Francisco
1 website visit this week
No downloads so far
5
4
Nurture more of your audience into named prospects
Message 1
Message 2
Message 3
DISPLAY SOCIAL
Message 1
Message 2
Message 3
SBM owner
San Francisco
1 website visit this week
No downloads so far
5
5
Nurture more named prospects
to acquired customersDISPLAY SOCIAL
Message 1
Message 2
Message 3
Message 1
Message 2
Message 3John Smith is your new customer
Message 4
Message 5
Message 6
Message 4
Message 5
Message 6
Of purchases have higher
value from nurtured leads
Source: Lead Nurturing: The Secret to Successful Lead Generation, Aberdeen Group