How Salesforce Drives
B2B Marketing ROI with
LinkedIn Sponsored
Updates
Chris Jacob (@cgjacob)
Director, Product Marketing Salesforce
Marketing Cloud
Phillipe Han (@mrBriskly)
Associate Product Marketing
Manager, LinkedIn
Sponsored Updates

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Introduction
Advertising Success
Agenda
Salesforce Campaigns & Learnings
Q&A

Who Am I?
Chris Jacob
@cgjacob
linkedin.com/in/cgjacob
Been in advertising and technology for 12 yrs
Love to travel, eat any cuisine and listen to audiobooks
Fun Fact: Wrote a book on US Immigration which was published in 2012
Lead product marketing for Advertising products at Salesforce Marketing Cloud

Introduction

“Many a small thing has been
made big by the right kind of
advertising”
Mark Twain

World’s #1 CRM company
World’s most admired software company
World’s most innovative company
Who is Salesforce?
4TH YEAR IN A ROW!2011 • 2012 • 2013 • 2014
#1 most admired
in software
#7 best company
to work for

Fastest growing top 10 software company
Who is Salesforce?
$1.38B
FY15 Q3 Revenue
FY08 FY15FY11

Cloud Computing Driver, Catalyst & Evangelist
Salesforce Mission
Mainframe Client/Server
Today1960s 1980s
Enterprise
Cloud Computing
No Hardware/Software
Subscription Model
Automatic Upgrades
Constant Innovation

Multiple important stakeholders (globally) to convert across organization
Measure digital advertising against downstream ROI metrics
Engaging potential customers in a forum conducive to business content
Accurately identifying potential customers
Thorough sales cycles taking many months or more
Complex and premium software solution
Customer Marketing Complexity

Through the
buying cycle
90%
11#Succeed2015

1/3
1 of every 3
Professionals
on the Planet is
on LinkedIn

How is LinkedIn unique and why is it valuable to
marketers?
Accurate
profile-based targeting
Professional mindset that
makes members receptive to
brand content
Premium
audience of influencers and
business decision-makers

1
4
LinkedIn is the number one choice for professionally
relevant content
Content marketers prefer LinkedIn as
their top B2B platform for generating
leads and building their brand.
Source: LinkedIn Professional Content Consumption Report 2014

Sponsored Updates: Targeted content marketing in
the world’s only professional news feed
15
Raise brand awareness
Drive Quality Leads
Build Customer
Relationships

Salesforce Campaigns & Learnings

Campaign Creation
Creating Valuable Content
Relevant and practical content
Utilize comment section liberally
Use reports and insights for new content
Regularly refresh content particularly to
match calendar
Do NOT just repurpose other channel ads

Audience
Targeting Premium Audience
Identify decision makers & stakeholders
Seniority & Company level targeting is key
Skills & Groups great for identifying new
audiences
Geographic segmentation correct messaging
Gender/Age less relevant

Optimization
Performance Optimization
Tailor content and bids to stage in
customer journey
Direct Sponsored Content
Utilize advertising creative permutations
Targeting and geographic segmentation for
media cost optimization
IMPORTANT: Downstream tracking beyond
ad engagement to your CRM

Technology
Utilizing Technology To Scale
Enterprise marketing needs technology
Create multiple ads in seconds
Save draft templates to launch future
campaigns
Bulk management and editing
Visualize and report performance

*Transforming Customer Experience: From Moments to Journeys, 2013
Journeys are strongly
correlated with business outcomes.
+36%
Customer
satisfaction
+19%
Likely to
stay/renew
+28%
Willingness to
recommend
+33%
Less likely to
cancel/churn

Advertising Success

Ad Performance
15%
Lead Form Conv. Rate
18xBetter CTR with
Sponsored Updates
Identify highly
targeted
audiences to
drive leads
and revenue.

Premium Audiences
C-Lvl
& VP, Director Targeting
749%
ROI
Engage an
audience not
normally
condusive to
digital ads

“Reaching and engaging with C-Level and VPs at major companies
around the world is a challenge, especially in a long complex B2B
sales cycle. LinkedIn Sponsored Updates allows us to reach these
key decision makers at companies through every stage of the funnel
and achieve great ROI ”
Julia Pacher, Salesforce

The future of marketing is
the 1:1 customer journey.

Multiple important stakeholders (globally) to convert across organization
Measure digital advertising against downstream ROI metrics
Engaging potential customers in a forum conducive to business content
Accurately identifying potential customers
Thorough sales cycles taking many months or more
Complex and premium software solution
REMINDER: Customer Marketing Complexity

Customer Marketing Success
Different pieces of transformative content across customer journey sales cycle
Utilize seniority and other targeting to accurately identify all key stakeholders
LinkedIn uniquely provides a premium and engaged audience for promoting sophisticated
offerings
Combine tracking tags to match accurately in CRM database
B2B advertisers have a social forum where real business professionals desire content
Sophisticated optimization for enterprises across different audiences, creatives and budgets
across teams requires technology to scale

29
marketing.linkedin.com

Questions?
Chris Jacob
@cgjacob
linkedin.com/in/cgjacob
Phillipe Han
@mrBriskly
linkedin.com/in/phillipehan