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Webinar: How drives B2B marketing ROI with LinkedIn Sponsored Updates

  1. 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
  2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward- looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. Introduction Advertising Success Agenda Salesforce Campaigns & Learnings Q&A
  4. Who Am I? Chris Jacob @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
  5. Introduction
  6. “Many a small thing has been made big by the right kind of advertising” Mark Twain
  7. 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
  8. Fastest growing top 10 software company Who is Salesforce? $1.38B FY15 Q3 Revenue FY08 FY15FY11
  9. Cloud Computing Driver, Catalyst & Evangelist Salesforce Mission Mainframe Client/Server Today1960s 1980s Enterprise Cloud Computing No Hardware/Software Subscription Model Automatic Upgrades Constant Innovation
  10. 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
  11. Through the buying cycle 90% 11#Succeed2015
  12. 1/3 1 of every 3 Professionals on the Planet is on LinkedIn
  13. 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
  14. 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
  15. Sponsored Updates: Targeted content marketing in the world’s only professional news feed 15 Raise brand awareness Drive Quality Leads Build Customer Relationships
  16. Salesforce Campaigns & Learnings
  17. 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
  18. 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
  19. 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
  20. 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
  21. *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
  22. Advertising Success
  23. Ad Performance 15% Lead Form Conv. Rate 18xBetter CTR with Sponsored Updates Identify highly targeted audiences to drive leads and revenue.
  24. Premium Audiences C-Lvl & VP, Director Targeting 749% ROI Engage an audience not normally condusive to digital ads
  25. “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
  26. The future of marketing is the 1:1 customer journey.
  27. 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
  28. 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
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  30. Questions? Chris Jacob @cgjacob Phillipe Han @mrBriskly

Hinweis der Redaktion

  1. TY Michelle … Hello every and welcome from wherever you may be joining around the world my name is Chris Jacob from Salesforce and along with Phil Han at LinkedIn we are very much looking fwd to bringing you this webinar today Today we are looking at how my company Salesforce has driven real business ROI using LinkedIn Sponsored Updates and giving you candid look at the real campaign results as well as giving you immediate best practice action items you can test and implement in your campaigns today
  2. Just a quick note that we must cover as 2 public companies please make all your purchasing and financial investment decisions based on publicly available information in consultation with your professional advisors and that any forward looking statements that may be mentioned here is subject to change at any time
  3. Quick background on Salesforce - Founded in 1999, we celebrated our 15th anniversary last year and we have won numerous awards that we all are very much proud of in our short history inc. most recently a Crunchie for our CEO last week for CEO of the Year
  4. Now we’d love to questions for LinkedIn and SalesForce