The document discusses how LinkedIn can help marketers reach professionals at different stages of the purchase funnel. It notes that today's buyers conduct extensive online research before engaging vendors, so marketing must guide prospects through the purchase process. LinkedIn offers various advertising solutions like LinkedIn Lite for self-service users and LinkedIn Premium which provides dedicated support to help reach quality professional audiences. The platform allows targeting the right people with precision using its large database of professional profiles and first-party data.

1. Connecting global opportunity at scale
Marius Greeff
Founder
Turn Left media
@mariusgreeff
LinkedIn, the business dashboard for the world’s professionals

2. The world has become more complex, and
today’s buyers are more empowered than ever
Search Social Mobile

3. Of the buyers’ journey may be
complete before they reach out to a
vendor. During that time, marketing
is responsible for moving prospects
down the purchase path
90 %
Source: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google
Pieces of content B2B Buyers are
consuming on average on their way
to a purchase decision.
10.4

4. Source: Rethink the B2B Buyers Journey research report, LinkedIn, Global, 2016
functional groups within
accompany are involved in the
average purchase decision
4+

5. Keeping it simple with a two-stage funnel
T O P O F F U N N E L
Increase awareness
Build brand
Shape perception
R E A C H
N U R T U R E
L O W E R F U N N E L
Improve lead quality
Increase conversion
Drive pipeline and revenue
A C Q U I R E

6. How LinkedIn can help

7. d
Connect the world’s professionals
to make them more productive
and successful
LinkedIn’s Mission

8. d
Top drivers for using personal and professional
networks are quite different
Share content Showcase thought leadership5
Personal networks Professional networks
ENTERTAINED
EDUCATED
1Socialize Maintain professional identity
2Stay in touch Connecting to like-minded individuals
3Be entertained Search for opportunities
4Kill time Invest time
Source: Mindset Divide Research, TNS

9. The largest global community of professionals
2003 2005 2007 2009 2011 2013 2015
32M
450M+
professionals
200+
Countries and all 7
continents

10. Professionals across Africa
23M +
Professionals in South Africa
5,6M +
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
5M+ Members
62K+
Companies
102K+
Jobs
75 Schools
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
S C H O O L SC O M PA N I E S K N O WS K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
Source: LinkedIn, Internal data, 2016

11. Market to who matters on LinkedIn
Only LinkedIn provides this unique combination of benefits
1st Party & 3rd Party Data
Use our accurate data to target
your audience
Mindset
Align your message with a
professional mindset
Quality
Reach a higher quality prospect

12. What we’re hearing from our customers…
Accessibility for new
brands
Better reporting and
metrics
Simplify your platform
& provide better
learning resources
Putting brands and
agencies in control

13. d
LinkedIn LinkedIn Premium
Aimed at existing self-service users, or clients who don’t
have large budgets or who are used to managing their social
media themselves, but, who would still like to reach business
professionals and high net-worth individuals at scale.
LinkedIn’s all-in-one advertising platform makes it quick and
easy to get started on campaigns with Text Ads and
Sponsored Content. Use LinkedIn Lite to configure ads, run
campaigns, and monitor progress, with credit facilitation
included.
For a more strategic approach that tends to attract a premium
audience, try LinkedIn’s Premium advertising. This service pairs
you with a dedicated team of LinkedIn experts to help in each
stage of the process, from targeting to optimization.
Clients gain access to a much wider range of creative
advertising units, in-depth reporting and weekly campaign
optimisations

14. LinkedIn Lite (self-Managed) LinkedIn Lite (Managed) Premium
Targeting
Audience Targeting   
Account Based Marketing - - 
Custom Audience segments - - 
Ad Units
Text Ads   
Sponsored Updated   
Direct Sponsored Content - - 
Sponsored InMails - - 
Display Advertising - - 
Dynamic Advertising - - 
Reporting and Management
Campaign Bookings -  
Interim Reports -  
Optimization - - 
End Reports -  
Finance
Minimum Spend - R20,000 R54,000
Booking Fee - R2,000 -
Credit Terms 30 Days 30 Days 45 Days (For Agencies)
Support - Email Access to Success Consultant
Scalability to choose

15. Get your business in front of the world’s largest professional network—fast
Start advertising to a premium audience in just minutes
Get started easily Target with precision Generate quality leads
Build your own ads and
advertise right away with no
spend minimum commitments
Reach the people that
matter most using accurate, profile-
based, first-party data
Drive leads from a premium
professional audience of decision-
makers and influencers

16. T H A N K Y O U
Marius Greeff
Founder and Director, Turn Left Media
mariusg@turnleftmedia.co.za
+27 82 387 7269

17. LinkedIn Tactical Content Plan