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Target | Convert | Measure
Exceed Your
Demand Gen Goals
Angela Sonneborn
Account Manager
Jaemi Arevalo
Senior Account Manager
2
1 2 3 4Target Convert Measure Putting it all together
5 The path to
conversion 6 Q&A
TODAY’S AGENDA
Source: 2017 DemandWave State of B2B Digital Marketing report
Generating quality leads & proving value
are the greatest challenges marketers face
56%
16%
Deliver quality leads
& prove ROI
Generating
enough leads
Producing quality
content
Securing staff
& budget
Not sure
Other
14%
8%
5%1%
WE ASKED MARKETERS
What is your
biggest digital
marketing
challenge?
4
55%
44%
39%
37%
Source: “Cracking the Code of Sales & Marketing Alignment” report, InsideView, July. 2016
Better-quality leads
Sales expects marketing to
drive better-quality leads
More leads
Competitive information/intelligence
Brand awareness
WE ASKED SALES
What do you want most
from marketing?
5
What we’re hearing from our Lead Gen Partners
90%
of pilot partners beat their
cost-per-lead (CPL) goals
with LinkedIn’s New Features
Reported
lower CPLs
The quality of leads are what customers say they value most: LinkedIn’s
professional audience and accurate profile data help them collect leads that are
more likely to convert into qualified prospects or sales opportunities
Quality counts
6
Exceed your demand gen objectives with LinkedIn
Target Convert Measure
Matched Audiences
(retargeting, ABM, CRM)
1st
party user-
identified data
Lead Gen Forms Insight Tag
Conversion Tracking
Web Analytics
Reporting on
sales/marketing
overlap*
7
TARGET
8
Think about your buying committee
for targeting best practices
1
MarketingSherpa’s Business Technology Marketing Benchmark Guide
2,3
LinkedIn, IT Committee Research 2015: Beneath the Surface
4+
Functional groups
involved in each
stage of the buying
process
2 to 4
Pieces of content
are consumed at
each stage of
the process
80%
of a B2B purchase
decision is made
before contacting
a sales rep
The Buying Committee is more complex than ever,
is self-educated and self-directed.
IMPLICATION
9
LinkedIn ad targeting options
Reach qualified prospects with
targeting based on the professional profile
Company name Job title Member skills* Field of study
Based on skills, endorsements
and keywords in profile
Company industry Job seniority* Member groups Degrees
derived from Job title
Company size Job function* Member age* Member schools
derived from Job titlederived from Company Page
derived from Company Page
Derived by using the
earliest degree
Location Years of experience* Member gender*
derived from start year and
month of current roles
derived from Member name
10
Demographic data from the
LinkedIn profile
*Target the prospects you care about more by retargeting your website visitors, or matching your
email contacts, account lists, marketing automation segments, against the LinkedIn audience
Email contact
targeting
Website
retargeting
Account
targeting
Data
integrations
Our data + your data:
Target the people most likely to become qualified leads
11
Engage your website
visitors on LinkedIn
Use one tag for
website retargeting
and conversion tracking
Bring your marketing
automation segments or email
lists into Campaign Manager
Engage contacts
you already know
Target people who are more likely to
convert with Matched Audiences
Website
Retargeting
Email
Contact
Targeting
Account
Targeting
12
Combine the power
of demographic targeting
on LinkedIn with your
target account list to
engage the right people
Matched Audiences
better cost per
conversion using
website retargeting
6x higher conversion rates
compared to regular
Sponsored Content campaigns
4%
13
CASE STUDY
Lead gen targeting
Adopt a well-rounded targeting strategy
Running a Matched Audiences campaign?
Pair it with at least one other campaign
that’s using only demographic targeting to
reach a broader audience, convert new
prospects, and deliver your budget faster.
BEST PRACTICE
14
Reach more people with the
LinkedIn Audience Network
and Audience Expansion
Engage even more qualified
prospects and discover new
potential customers by activating
the Audience Network and
Audience Expansion on your
campaigns.
Lead gen targeting
BEST PRACTICE
15
Doing account-based marketing?
Try LinkedIn account targeting
LinkedIn account targeting lets you
upload a list of thousands of
companies and run ads to LinkedIn
members who work at those firms.
Lead gen targeting
BEST PRACTICE
Laptop screen area
16
CONVERT
17
CONTENT IS KING,
BUT DISTRIBUTION
IS QUEEN
18
Strangers
Engagers
Subscribers
Leads
Opportunities
Customers
Advocates
Enjoyable, helpful, entertaining content
that generates awareness and trust
Content that helps buyers find you
when they start looking for solutions
Company-specific information to help
evaluate and reaffirm selection
Aligning Lead Gen Content to the Funnel
19
Multi-Product Distribution Increased Success
0.46%
0.32%
Click-through rate from
Sponsored Content is
higher than platform benchmarks
for customers who ran Sponsored
InMail concurrently for at least 2
weeks, targeting similar audiences
at sufficient scale.
43%
CTR for customers who run
Sponsored InMail concurrently
CTR benchmark
20
Engage your prospects with relevant content in the world’s
only professional feed and in premium placements beyondSponsored Content
CONVERT
Build customer relationships
at every stage of the buyer’s
journey on mobile, desktop,
and tablet.
21
LinkedIn Sponsored InMail
Send timely, convenient, and relevant private messages
to the people that matter most to your business
CONVERT
22
LinkedIn Text Ads
Generate quality leads with an
easy PPC solution
CONVERT
23
LinkedIn Lead Gen Forms
Capture quality leads using forms that are
pre-filled with LinkedIn profile data
CONVERT
Improve conversion rates on mobile
Measure your ROI, including the
specific audience segments you’re
converting into leads
Easily manage your leads: Download
from LinkedIn or send to your CRM or
marketing automation system
24
Lead Gen Forms
increase in
conversion rates
2x reduction in
cost-per-lead
44%
“Traditional landing pages take people away
from the LinkedIn platform. Having members
stay in-app with Lead Gen Forms is a
seamless user experience."
Nik Love
Digital Project Manager, IR
Full case study here: http://bit.ly/2qv4p0e
25
CASE STUDY
Landing page: Ensure mobile-friendliness
Form fields
encouraged2-4
Average clicks
driven by mobile70%
Above the fold100%
CASE STUDY
26
Not sure? Test on 3rd
party MobileTest.me
to view rendering across devices
27
Landing page important foundation
LinkedIn to help easily collect leads
Convert people to quality leads
BEST PRACTICE
Use Lead Gen Forms to
increase conversion rates
Lead Gen Forms can get up to
3x
better conversion rates
than Sponsored Content driving traffic
to advertiser landing pages with standard lead forms.
28
Convert people to quality leads
BEST PRACTICE
Design your landing pages
for mobile visitors
80% of engagement
with Sponsored Content
happens on mobile.
Ensure your landing pages are
mobile-optimized so you capture
as many leads as possible on
your site.
FixDex
29
Run multiple ad products
Sponsored InMail campaigns get up to
37%
higher click-through rates
when running with Sponsored Content,
sending more potential customers
to your pages.
Convert people to quality leads
BEST PRACTICE
30
MEASURE
31
Track the lead metrics that matter most
Cost per lead
Cost per
qualified lead
Cost per acquisition,
revenue per lead
LinkedIn advertisers often
pay less per qualified
lead and new customer
acquired compared to other
ads platforms
32
Measure leads and conversions
from specific audiences:
Understand your converting audiences
Company name
Industry
Job function
Seniority
Geo
Company size
33
Improve conversion rates by
tracking engagement throughout the funnel
Using LinkedIn data,
see the audiences that are
engaging with and converting on
different parts of your website.
PILOTING
SOON
34
PILOT
Conversion Tracking
CASE STUDY
increase in CTR in
the three months
during campaign
2x overall lead-to-demo ratio,
resulting in many sales-qualified
opportunities
85%
“It had been very complex for us to track performance.
LinkedIn conversion tracking makes it easy.”
Priyank Savla
Digital Marketing Manager
NetBrain Technologies
Full case study here: http://bit.ly/2qBoFgc
35
Laptop screen area
Measure lead quality and advertising ROI
Add LinkedIn Insight Tag
to your website
The Insight Tag lets you
measure conversions, site visitors,
and other meaningful business data.
BEST PRACTICE
36
Measure lead quality and advertising ROI
BEST PRACTICE
Laptop screen area
37
Use conversion tracking
Measure leads collected on
your website with LinkedIn’s
free native conversion
tracking tool
Use demographic analytics
Ensure you’re converting the
right people: Use LinkedIn’s
campaign reporting to
measure the types of
segments you’re converting.
Measure lead quality and advertising ROI
BEST PRACTICE
Laptop screen area
38
39
PUTTING IT ALL TOGETHER
A step-by-step path to
demand gen on LinkedIn
TARGET
CONVERT
MEASURE
1
2
3
4
5
6
Target your ideal customer persona
with accurate, profile-based
demographic targeting.
Target people likely to convert
with Matched Audiences to
engage people who’ve shown
affinity for your brand; for
example, website visitors.
Publish content relevant to the
professional mindset on mobile and
desktop by leveraging Sponsored
Content, Sponsored InMail, and Text Ads.
Seamlessly collect leads using forms
pre-filled with quality LinkedIn profile
data: On your website with LinkedIn
AutoFill, or directly in the LinkedIn app
with Lead Gen Forms.
Measure lead quality,
return on ad spend, conversion
rates, new site visitors acquired,
and more using built-in
campaign lead reporting and
conversion tracking.
Use campaign and website
analytics to optimize your results
for even greater impact
Iterate and Improve
40
VISUALIZING
THE PATH TO
CONVERSION
41
FixDex
There are many challenges associated with finding
just the right target audience for your ad campaigns.
You may have trouble delivering ads on a consistent
basis, engaging new prospects, or you may have hit
a “reach ceiling” and maxed out impressions that
you’re eligible to serve to your target audience.
1
A LinkedIn member visits a
brand’s website
42
2
The brand retargets site
visitors with ads on LinkedIn
43
3
Member clicks on an ad and
converts directly through the
LinkedIn app using LinkedIn
Lead Gen Forms
SCENARIO 1
44
3
The member clicks on an ad,
arrives at brand’s site, converts
through a form that’s pre-filled
with LinkedIn data
45
SCENARIO 2
4
The brand measures the impact
of their campaigns through
LinkedIn’s ads platform, using
the data to prove ROI and
optimize their spend
46
THANK YOU

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Masterclass: Exceed Your Demand Generation Goals

  • 1. Target | Convert | Measure Exceed Your Demand Gen Goals
  • 2. Angela Sonneborn Account Manager Jaemi Arevalo Senior Account Manager 2
  • 3. 1 2 3 4Target Convert Measure Putting it all together 5 The path to conversion 6 Q&A TODAY’S AGENDA
  • 4. Source: 2017 DemandWave State of B2B Digital Marketing report Generating quality leads & proving value are the greatest challenges marketers face 56% 16% Deliver quality leads & prove ROI Generating enough leads Producing quality content Securing staff & budget Not sure Other 14% 8% 5%1% WE ASKED MARKETERS What is your biggest digital marketing challenge? 4
  • 5. 55% 44% 39% 37% Source: “Cracking the Code of Sales & Marketing Alignment” report, InsideView, July. 2016 Better-quality leads Sales expects marketing to drive better-quality leads More leads Competitive information/intelligence Brand awareness WE ASKED SALES What do you want most from marketing? 5
  • 6. What we’re hearing from our Lead Gen Partners 90% of pilot partners beat their cost-per-lead (CPL) goals with LinkedIn’s New Features Reported lower CPLs The quality of leads are what customers say they value most: LinkedIn’s professional audience and accurate profile data help them collect leads that are more likely to convert into qualified prospects or sales opportunities Quality counts 6
  • 7. Exceed your demand gen objectives with LinkedIn Target Convert Measure Matched Audiences (retargeting, ABM, CRM) 1st party user- identified data Lead Gen Forms Insight Tag Conversion Tracking Web Analytics Reporting on sales/marketing overlap* 7
  • 9. Think about your buying committee for targeting best practices 1 MarketingSherpa’s Business Technology Marketing Benchmark Guide 2,3 LinkedIn, IT Committee Research 2015: Beneath the Surface 4+ Functional groups involved in each stage of the buying process 2 to 4 Pieces of content are consumed at each stage of the process 80% of a B2B purchase decision is made before contacting a sales rep The Buying Committee is more complex than ever, is self-educated and self-directed. IMPLICATION 9
  • 10. LinkedIn ad targeting options Reach qualified prospects with targeting based on the professional profile Company name Job title Member skills* Field of study Based on skills, endorsements and keywords in profile Company industry Job seniority* Member groups Degrees derived from Job title Company size Job function* Member age* Member schools derived from Job titlederived from Company Page derived from Company Page Derived by using the earliest degree Location Years of experience* Member gender* derived from start year and month of current roles derived from Member name 10
  • 11. Demographic data from the LinkedIn profile *Target the prospects you care about more by retargeting your website visitors, or matching your email contacts, account lists, marketing automation segments, against the LinkedIn audience Email contact targeting Website retargeting Account targeting Data integrations Our data + your data: Target the people most likely to become qualified leads 11
  • 12. Engage your website visitors on LinkedIn Use one tag for website retargeting and conversion tracking Bring your marketing automation segments or email lists into Campaign Manager Engage contacts you already know Target people who are more likely to convert with Matched Audiences Website Retargeting Email Contact Targeting Account Targeting 12 Combine the power of demographic targeting on LinkedIn with your target account list to engage the right people
  • 13. Matched Audiences better cost per conversion using website retargeting 6x higher conversion rates compared to regular Sponsored Content campaigns 4% 13 CASE STUDY
  • 14. Lead gen targeting Adopt a well-rounded targeting strategy Running a Matched Audiences campaign? Pair it with at least one other campaign that’s using only demographic targeting to reach a broader audience, convert new prospects, and deliver your budget faster. BEST PRACTICE 14
  • 15. Reach more people with the LinkedIn Audience Network and Audience Expansion Engage even more qualified prospects and discover new potential customers by activating the Audience Network and Audience Expansion on your campaigns. Lead gen targeting BEST PRACTICE 15
  • 16. Doing account-based marketing? Try LinkedIn account targeting LinkedIn account targeting lets you upload a list of thousands of companies and run ads to LinkedIn members who work at those firms. Lead gen targeting BEST PRACTICE Laptop screen area 16
  • 18. CONTENT IS KING, BUT DISTRIBUTION IS QUEEN 18
  • 19. Strangers Engagers Subscribers Leads Opportunities Customers Advocates Enjoyable, helpful, entertaining content that generates awareness and trust Content that helps buyers find you when they start looking for solutions Company-specific information to help evaluate and reaffirm selection Aligning Lead Gen Content to the Funnel 19
  • 20. Multi-Product Distribution Increased Success 0.46% 0.32% Click-through rate from Sponsored Content is higher than platform benchmarks for customers who ran Sponsored InMail concurrently for at least 2 weeks, targeting similar audiences at sufficient scale. 43% CTR for customers who run Sponsored InMail concurrently CTR benchmark 20
  • 21. Engage your prospects with relevant content in the world’s only professional feed and in premium placements beyondSponsored Content CONVERT Build customer relationships at every stage of the buyer’s journey on mobile, desktop, and tablet. 21
  • 22. LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business CONVERT 22
  • 23. LinkedIn Text Ads Generate quality leads with an easy PPC solution CONVERT 23
  • 24. LinkedIn Lead Gen Forms Capture quality leads using forms that are pre-filled with LinkedIn profile data CONVERT Improve conversion rates on mobile Measure your ROI, including the specific audience segments you’re converting into leads Easily manage your leads: Download from LinkedIn or send to your CRM or marketing automation system 24
  • 25. Lead Gen Forms increase in conversion rates 2x reduction in cost-per-lead 44% “Traditional landing pages take people away from the LinkedIn platform. Having members stay in-app with Lead Gen Forms is a seamless user experience." Nik Love Digital Project Manager, IR Full case study here: http://bit.ly/2qv4p0e 25 CASE STUDY
  • 26. Landing page: Ensure mobile-friendliness Form fields encouraged2-4 Average clicks driven by mobile70% Above the fold100% CASE STUDY 26 Not sure? Test on 3rd party MobileTest.me to view rendering across devices
  • 27. 27 Landing page important foundation LinkedIn to help easily collect leads
  • 28. Convert people to quality leads BEST PRACTICE Use Lead Gen Forms to increase conversion rates Lead Gen Forms can get up to 3x better conversion rates than Sponsored Content driving traffic to advertiser landing pages with standard lead forms. 28
  • 29. Convert people to quality leads BEST PRACTICE Design your landing pages for mobile visitors 80% of engagement with Sponsored Content happens on mobile. Ensure your landing pages are mobile-optimized so you capture as many leads as possible on your site. FixDex 29
  • 30. Run multiple ad products Sponsored InMail campaigns get up to 37% higher click-through rates when running with Sponsored Content, sending more potential customers to your pages. Convert people to quality leads BEST PRACTICE 30
  • 32. Track the lead metrics that matter most Cost per lead Cost per qualified lead Cost per acquisition, revenue per lead LinkedIn advertisers often pay less per qualified lead and new customer acquired compared to other ads platforms 32
  • 33. Measure leads and conversions from specific audiences: Understand your converting audiences Company name Industry Job function Seniority Geo Company size 33
  • 34. Improve conversion rates by tracking engagement throughout the funnel Using LinkedIn data, see the audiences that are engaging with and converting on different parts of your website. PILOTING SOON 34 PILOT
  • 35. Conversion Tracking CASE STUDY increase in CTR in the three months during campaign 2x overall lead-to-demo ratio, resulting in many sales-qualified opportunities 85% “It had been very complex for us to track performance. LinkedIn conversion tracking makes it easy.” Priyank Savla Digital Marketing Manager NetBrain Technologies Full case study here: http://bit.ly/2qBoFgc 35
  • 36. Laptop screen area Measure lead quality and advertising ROI Add LinkedIn Insight Tag to your website The Insight Tag lets you measure conversions, site visitors, and other meaningful business data. BEST PRACTICE 36
  • 37. Measure lead quality and advertising ROI BEST PRACTICE Laptop screen area 37 Use conversion tracking Measure leads collected on your website with LinkedIn’s free native conversion tracking tool
  • 38. Use demographic analytics Ensure you’re converting the right people: Use LinkedIn’s campaign reporting to measure the types of segments you’re converting. Measure lead quality and advertising ROI BEST PRACTICE Laptop screen area 38
  • 39. 39 PUTTING IT ALL TOGETHER A step-by-step path to demand gen on LinkedIn
  • 40. TARGET CONVERT MEASURE 1 2 3 4 5 6 Target your ideal customer persona with accurate, profile-based demographic targeting. Target people likely to convert with Matched Audiences to engage people who’ve shown affinity for your brand; for example, website visitors. Publish content relevant to the professional mindset on mobile and desktop by leveraging Sponsored Content, Sponsored InMail, and Text Ads. Seamlessly collect leads using forms pre-filled with quality LinkedIn profile data: On your website with LinkedIn AutoFill, or directly in the LinkedIn app with Lead Gen Forms. Measure lead quality, return on ad spend, conversion rates, new site visitors acquired, and more using built-in campaign lead reporting and conversion tracking. Use campaign and website analytics to optimize your results for even greater impact Iterate and Improve 40
  • 42. FixDex There are many challenges associated with finding just the right target audience for your ad campaigns. You may have trouble delivering ads on a consistent basis, engaging new prospects, or you may have hit a “reach ceiling” and maxed out impressions that you’re eligible to serve to your target audience. 1 A LinkedIn member visits a brand’s website 42
  • 43. 2 The brand retargets site visitors with ads on LinkedIn 43
  • 44. 3 Member clicks on an ad and converts directly through the LinkedIn app using LinkedIn Lead Gen Forms SCENARIO 1 44
  • 45. 3 The member clicks on an ad, arrives at brand’s site, converts through a form that’s pre-filled with LinkedIn data 45 SCENARIO 2
  • 46. 4 The brand measures the impact of their campaigns through LinkedIn’s ads platform, using the data to prove ROI and optimize their spend 46