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Introducing:
LinkedIn Lead Accelerator
David Karel
Head of B2B Marketing
LinkedIn
@dhkarel
Sudeep Cherian
Sr. Manager, Product Marketing
LinkedIn
@sudeepekcherian
3
• Got a question? Submit it in the Q&A box
• Join the conversation using #LeadAccelerator
• Follow us:
Twitter: @LinkedInMktg
LinkedIn: www.linkedin.com/company/linkedin-
marketing-solutions
4
Connect the world’s professionals
to make them more productive
and successful
LinkedIn’s mission
* 2014 member number as of September 30, 2014
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*
32M
347M+
Professionals
join daily
6Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US
Members
worldwide
More business decision
makers than comparable
business sites
Higher buying power
index vs. comparable
business and social sites
It’s a challenging world
Before customers
reach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the
Buyer’s Journey,” October 2012
Pieces of content
are consumed before
a purchasing decision
is made
Source: Zero Moment of Truth Study, Google
Increase targeted reach and quality conversions
8
The challenge:
Fill out a form*
Open emails**
Opportunities captured
*B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013
9
Imagine if the funnel worked like it should
Reach only the right people
Deliver highly relevant
and helpful content
Tailor your message based on
where they are in the decision process
10
Drive more effective marketing
Increase awareness
Build brand
Shape perception
Increase awareness
Build brand
Shape perception
Increase awareness
Build brand
Shape perception
11
Drive more effective marketing
Improve lead quality
Increase conversion
Drive pipeline and revenue
12
Be the most effective platform
for marketers to engage
with professionals
LinkedIn Marketing Solutions’ mission
Be the most effective platform
for marketers to engage
with professionals
The only full-funnel professional platform
products that impact
every stage of your
funnel and get results
Deliver more high-quality leads to your sales teams by engaging
prospects anywhere online with relevant ads and content
LinkedIn Lead Accelerator
Engage
Engage the 80% of known prospects who
don’t open your emails.
Evaluate
Evaluate the impact of your nurture
programs.
Convert
Convert more of the 95% of anonymous web
visitors who don’t provide an email address.
LinkedIn Lead Accelerator
Marketing automation for display and social advertising
Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify and target your highest-value audiences, both anonymous
and known
Step 1
Reach target audiences across
ad exchanges for display, and
Facebook and LinkedIn for social
Intelligently engage anonymous
and known prospects beyond the
inbox
Upload creative directly and allow
Lead Accelerator to optimize
delivery of the messages to the
right audiences at the right time
Sequence relevant messaging across display and social adsStep 2
Nurture Everyone. Differently.
Nurture Everyone. Everywhere Online.
LinkedIn Sponsored Content
Desktop and mobile
Facebook News Feed Display Ads
LinkedIn Network
Of Publishers
Global Ad Exchanges
Increase conversion rates with AutoFillStep 3
Improve quantity and quality of
leads through access to
LinkedIn’s professional data
Instantly populate lead forms with
accurate, LinkedIn professional
data
Make it easy to fill out forms on
mobile with a single click
Optimize ad creative and nurture stream design through platform-
supported A/B testing
Step 4
Turn on and off creative or swap out creative based on
real-time performance
Adjust order of messages, targeting, and nurture streams
based on audience interaction, engagement and other
performance metrics
Track metrics including lift in
visits, engagement, conversions
by nurture path, and more
Get clear insight into nurturing
effort results via out-of-the-box,
full-funnel reporting
Use these results to inform how
you build out new target
segments and nurture streams
Measure program impact at every stage of the buy process through
built-in reporting
Step 5
Ensure success with LaunchPad, hands-on guidance from dedicated
B2B marketing experts
EACH LAUNCHPAD INCLUDES BENEFITS
On-site marketing strategy &
planning
Nurture stream development, ad
modifications, and launch
Post-launch optimization through
the first month
Learn best practices
Learn best practices for campaign
planning, creative messaging, and
optimizing ROI across all segments
Gain expertise
Become confident in the mechanics
of Lead Accelerator
Drive results
Turn insights and expertise into
successful campaigns that will drive
conversions and increase funnel
velocity
Our customers tell our story better than us
Re-engaged
known
contacts beyond email
Increased page
views by 27%
from nurtured visitors
Generated
$960,000+
in new business
Re-engaged
known
contacts beyond email
Increased page
views by 27%
from nurtured visitors
Generated
$960,000+
in new business
We can reach prospects anywhere
online and make every interaction
with them more personal and relevant
throughout the buyer’s journey.”
Eric Hansen
Director of Demand Generation
Cetera Financial Group
Q&A
Want to learn more?
Visit marketing.linkedin.com
28
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

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LinkedIn Lead Accelerator: Engage prospects across display and social

  • 1.
  • 2. Introducing: LinkedIn Lead Accelerator David Karel Head of B2B Marketing LinkedIn @dhkarel Sudeep Cherian Sr. Manager, Product Marketing LinkedIn @sudeepekcherian
  • 3. 3 • Got a question? Submit it in the Q&A box • Join the conversation using #LeadAccelerator • Follow us: Twitter: @LinkedInMktg LinkedIn: www.linkedin.com/company/linkedin- marketing-solutions
  • 4. 4 Connect the world’s professionals to make them more productive and successful LinkedIn’s mission
  • 5. * 2014 member number as of September 30, 2014 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014* 32M 347M+ Professionals join daily
  • 6. 6Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US Members worldwide More business decision makers than comparable business sites Higher buying power index vs. comparable business and social sites
  • 7. It’s a challenging world Before customers reach out directly Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google
  • 8. Increase targeted reach and quality conversions 8 The challenge: Fill out a form* Open emails** Opportunities captured *B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013
  • 9. 9 Imagine if the funnel worked like it should Reach only the right people Deliver highly relevant and helpful content Tailor your message based on where they are in the decision process
  • 10. 10 Drive more effective marketing Increase awareness Build brand Shape perception
  • 11. Increase awareness Build brand Shape perception Increase awareness Build brand Shape perception 11 Drive more effective marketing Improve lead quality Increase conversion Drive pipeline and revenue
  • 12. 12 Be the most effective platform for marketers to engage with professionals LinkedIn Marketing Solutions’ mission Be the most effective platform for marketers to engage with professionals
  • 13. The only full-funnel professional platform products that impact every stage of your funnel and get results
  • 14. Deliver more high-quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content LinkedIn Lead Accelerator Engage Engage the 80% of known prospects who don’t open your emails. Evaluate Evaluate the impact of your nurture programs. Convert Convert more of the 95% of anonymous web visitors who don’t provide an email address.
  • 15. LinkedIn Lead Accelerator Marketing automation for display and social advertising
  • 17. Identify the onsite behaviors that indicate high engagement or specific interests Define the most desirable business demographic segments Understand the audiences that have already taken specific actions on your site or converted Identify and target your highest-value audiences, both anonymous and known Step 1
  • 18. Reach target audiences across ad exchanges for display, and Facebook and LinkedIn for social Intelligently engage anonymous and known prospects beyond the inbox Upload creative directly and allow Lead Accelerator to optimize delivery of the messages to the right audiences at the right time Sequence relevant messaging across display and social adsStep 2
  • 20. Nurture Everyone. Everywhere Online. LinkedIn Sponsored Content Desktop and mobile Facebook News Feed Display Ads LinkedIn Network Of Publishers Global Ad Exchanges
  • 21. Increase conversion rates with AutoFillStep 3 Improve quantity and quality of leads through access to LinkedIn’s professional data Instantly populate lead forms with accurate, LinkedIn professional data Make it easy to fill out forms on mobile with a single click
  • 22. Optimize ad creative and nurture stream design through platform- supported A/B testing Step 4 Turn on and off creative or swap out creative based on real-time performance Adjust order of messages, targeting, and nurture streams based on audience interaction, engagement and other performance metrics
  • 23. Track metrics including lift in visits, engagement, conversions by nurture path, and more Get clear insight into nurturing effort results via out-of-the-box, full-funnel reporting Use these results to inform how you build out new target segments and nurture streams Measure program impact at every stage of the buy process through built-in reporting Step 5
  • 24. Ensure success with LaunchPad, hands-on guidance from dedicated B2B marketing experts EACH LAUNCHPAD INCLUDES BENEFITS On-site marketing strategy & planning Nurture stream development, ad modifications, and launch Post-launch optimization through the first month Learn best practices Learn best practices for campaign planning, creative messaging, and optimizing ROI across all segments Gain expertise Become confident in the mechanics of Lead Accelerator Drive results Turn insights and expertise into successful campaigns that will drive conversions and increase funnel velocity
  • 25. Our customers tell our story better than us
  • 26. Re-engaged known contacts beyond email Increased page views by 27% from nurtured visitors Generated $960,000+ in new business
  • 27. Re-engaged known contacts beyond email Increased page views by 27% from nurtured visitors Generated $960,000+ in new business We can reach prospects anywhere online and make every interaction with them more personal and relevant throughout the buyer’s journey.” Eric Hansen Director of Demand Generation Cetera Financial Group
  • 28. Q&A Want to learn more? Visit marketing.linkedin.com 28
  • 29. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

Hinweis der Redaktion

  1. In fact, the very simple way to think about Lead Accelerator is that it is a marketing automation for digital media.