#LinkedInMktg
Keith Richey
Director, Global Marketing
August 25, 2015
Get More Out of LinkedIn Marketing
with Tips From Our Team

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
Agenda for Today’s Webinar
 The marketing challenge
 Our content marketing approach
 Our best practices on LinkedIn

#LinkedInMktg
It’s a challenging world
Before customers
reach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the
Buyer’s Journey”
Pieces of content
are consumed before
a purchasing decision
is made
Source: Zero Moment of Truth Study, Google

#LinkedInMktg
Content is core
EVENTS
CAMPAIGNS
SOCIAL +
ONLINE
CONTENT

#LinkedInMktg
Not more content, more relevant content

#LinkedInMktg
The visual is the new headline!

#LinkedInMktg
Big Rock content fuels performance

#LinkedInMktg
9
Extend the mileage with ‘turkey slices’

#LinkedInMktg
Driving leads with content
MQL
Lead Capture
No Yes
RevenueSales
SDR
Sales Qualified?
BIG ROCK
(Gated)
Nurture
No
Yes

#LinkedInMktg
All it takes is creativity, consistency, and effective
distribution

Publishing
Platform

Publishing
Platform
1M
Posts
10K
Posts/Day

#LinkedInMktg
14
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 professionals
LinkedIn Onsite Display

#LinkedInMktg
• Reach quality new
audiences
• Drive them to our site
• Distribute top funnel content
Example – Brand Awareness

#LinkedInMktg
17
Example – Share of Voice
Sponsored Updates + Onsite Display = more leads
Running Onsite Display together with Sponsored Updates allows us to have a
greater share of voice, increasing the performance across channels.

#LinkedInMktg
• 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 travel
LinkedIn Network Display

#LinkedInMktg
19
Example – LinkedIn Marketing Solutions
 Driving visitors to
our site
 All IAB ad units for
maximum
performance

#LinkedInMktg
Deliver rich content in the LinkedIn feed across all devices
LinkedIn Sponsored Updates

#LinkedInMktg
LinkedIn Showcase Page is a key content hub

#LinkedInMktg
 Customer engagement
 Quality traffic
 High quality leads – 30% of
leads in any quarter
Sponsored Updates drive results

#LinkedInMktg
#LinkedInMktg

#LinkedInMktg
Sponsored Updates best practices
24
• Visual is the new headline
• Keep it short & sweet
• Snackable stats work wonders
• Variety is the spice of life

#LinkedInMktg
With Direct Sponsored Content, reach your target
audience without publishing on your Company Page
Personalize
Test
Control

#LinkedInMktg

#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 Customer
Relationships

#LinkedInMktg
Sponsored InMail is a great way to expand the
reach 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

#LinkedInMktg
InMail delivers a big registration boost
24.61% Open Rate
0.74% CTR
41.75% Open Rate
8.71% CTR

#LinkedInMktg
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 Campaign
o A/B Test the sender of the email
o Hypothesis: Sends from a person will drive more registrations
then from a company

#LinkedInMktg
Which performs better: from a Person or Company?
3.9% CTR 7.6% CTR

#LinkedInMktg
35
Sponsored InMail Drove 47% of Registrations

#LinkedInMktg
Sponsored InMail best practices
36
• 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

#LinkedInMktg
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
3
7
John Smith
DISPLAY
AD #1
SU #1
#1

#LinkedInMktg
LinkedIn Lead Accelerator
Marketing automation for display and social advertising

#LinkedInMktg
Our Lead Accelerator streams
Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates
Week
1
Week3Week2

#LinkedInMktg
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

#LinkedInMktg