#LinkedInMktg
​ Keith Richey
​ Director, Global Marketing
​ December 9, 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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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event

#LinkedInMktg
Evolution of LinkedIn

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2010

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2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
32M
400M+
Professionals
join daily

#LinkedInMktg
Peers
1MM+ posts/wk in Groups
130k/wk Member Posts
News
2MM+ Publishers
LinkedIn Pulse
Brands
7MM+ Company Pages
Company Updates
18MM+ Slideshares
Elevate
Education
270k+ Lynda videos
Professional Publishing Platform
Thought Leaders
500+ Influencers

#LinkedInMktg
2015

#LinkedInMktg
10Pieces of content
are consumed before
a purchasing decision
is made
90%Before customers
reach out directly
It’s a challenging world
Source: Forrester, “Accelerating Revenue in a Changed Economy”
Source: Zero Moment of Truth Study, Google

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Relevant content is the answer.

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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
The only full-funnel professional platform

#LinkedInMktg
Measurement for Success:
• Quality Traffic
• Engagement
• MQLs
• Pipeline
Success metrics

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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event

#LinkedInMktg
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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event

#LinkedInMktg
• Reach quality new audiences
Objective – Brand Awareness

#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 380M professionals
LinkedIn Onsite Display

#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

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Drive Awareness for LinkedIn Marketing Solutions
§ Reach across the
web
§ All IAB ad units for
maximum
performance

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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event

#LinkedInMktg
Content is core
EVENTS
CAMPAIGNS
SOCIAL +
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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LinkedIn Showcase Page is a key content hub

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§ High engagement
§ Quality traffic
§ High quality leads
Sponsored Updates drive results

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

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Sponsored Updates + Onsite Display = more leads

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Sponsored Updates best practices
3
• Visual is the new headline
• Keep it short & sweet
• Snackable stats work wonders
• Variety is the spice of life

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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event

#LinkedInMktg
Multi-channel approach to launching Lead Accelerator
SalesDev
Email
Lead Accelerator
Sponsored Updates Social feeds
Onsite Display
Webcasts
Landing Page
Channels
Landing page
Sponsored InMail
Blog
Network Display

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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

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A/B testing for creative optimization

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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event

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

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#LinkedInMktg

#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
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John Smith
DISPLAY
AD #1
SU #1
#1

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LinkedIn Lead Accelerator
Marketing automation for display and social advertising

#LinkedInMktg
Our Lead Accelerator streams
Homepage Bouncers“Engaged”
Lead
Accelerator
Sponsored Updates
Week 1
Week 3
Week 2
Week 4

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What makes a good Display Ad?
Lead Accelerator
1,395 Impressions per Actions
Clear with the title of the webcast
and CTA clearly visible
1,620 Impressions per Actions
Bright, colourful, contrasting to
most online pages

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What makes a good Display Ad?
Lead Accelerator
13,126 Impressions per Actions 7,521 Impressions per Actions
Red version wins. Why? It is brighter and the image looks clearer

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§ Generate awareness
§ Build thought leadership
§ Launch a product
§ Drive leads
§ Promote an event

#LinkedInMktg
Sponsored InMail is a great way to expand the
reach of your campaigns
• Campaign:
o FinanceConnect Live Streaming Event – May 2015
o Traditional email was not driving sufficient registration
• Solution: Sponsored InMail to new prospects not in our email database

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​ 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

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Sponsored InMail delivers a big registration boost
24.61% Open Rate
0.74% CTR
41.75% Open Rate
8.71% CTR
Traditional Email Sponsored InMail

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Sponsored InMail Drove 47% of Registrations

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Measurement for Success:
• Quality Traffic
• Engagement
• MQLs
• Pipeline
Success metrics

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Measurement for Success:
• Quality Traffic – 72% Manager+
• Engagement – 24X blog visitors YOY
• MQLs – 70% of MQLs from content
• Pipeline – 35% new biz from marketing
Success metrics