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New Ways to Succeed with Marketing on LinkedIn

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Keith Richey Director, Global Marketing October 21, 2015 New Ways to Succeed with Marketing on LinkedIn


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2 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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What success looks like Our team’s approach Buyer evolution


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10 Pieces 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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41% of online ads reach the wrong audience* 60-70% Content goes unread** 5% Fill out a form*** *Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decision ***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. The challenge remains Reach the right people and convert high quality prospects


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Imagine if the funnel worked like it should


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Onsite Display Network Display Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting The only full-funnel professional platform


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Professional Publishing Platform


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Powered by rich first-party data


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What success looks like Our team’s approach Buyer evolution


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Build thought leadership Generate leads 13 Generate awareness Success with three objectives


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Target professionals who live in target cities along key routes Identify members who belong to LinkedIn groups related to business travel in Asia “We knew we needed to advertise where business people – and especially the business travelers – are going to be. They’re on LinkedIn.” Dennis Owen, VP Marketing Americas, Cathay Pacific Airways Raise product awareness


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15 Target LinkedIn members with accuracy to drive brand objectives Engage your audience in a high quality professional context Deploy a variety of formats from IAB standard formats to highly engaging native ads such as Spotlight Ads and Follow Company Ads Reach and engage more than 300M professionals LinkedIn Onsite Display


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16 Target professionals with accuracy and scale across the web Reach your audience with frequency to increase awareness and engagement Engage prospects on LinkedIn, business publisher sites, and beyond Measure the impact of your programs with full funnel analytics Reach the right professionals wherever they travel LinkedIn Network Display


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Increased brand awareness and targeted web traf?c Nearly 5x increase in the number of daily website visits from legal professionals “With LinkedIn Network Display, we’ve become a leading brand in our space, and LinkedIn has been a key contributor to our success – getting MyCase visibility with the right people at the right time.” Sarah Bottorff, Director of Marketing, MyCase Raise brand awareness


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Build thought leadership Generate leads 18 Generate awareness


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After exposure to Adobe’s Sponsored Updates, marketing decision makers were: 50% more likely to agree that “Adobe is shaping the future of digital marketing” 79% more likely to agree that “Adobe can help me optimize my media spend” “With the ability to target specific audiences with relevant and contextual content, Sponsored Updates allowed us to reach the right audience on the right channel.” Maria Poveromo, Senior Director, PR, AR, and Social Media, Adobe Build thought leadership


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


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With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control


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Test and optimize your reach to the right audience with the right message


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Sponsored Updates best practices 23 Visual is the new headline Keep it short & sweet Snackable stats work wonders Variety is the spice of life


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Build thought leadership Generate leads 24 Generate awareness


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Generate leads Generated nearly 40% more leads than other social channels 65% lower cost per lead than other social channels “LinkedIn Sponsored Updates are a natural fit for us because members are looking to expand their knowledge base – and because we can provide each of our target audiences with the content that addresses their unique business needs.” Lauren Pedigo, Digital Marketing Manager, Kinvey


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4x lower cost per lead compared to search advertising 3x lower cost per click compared to search advertising 2.5x growth in Company Page followers “With Sponsored Updates, we get the right kind of leads who are not only interested in the relevant content we’ve created and in learning more about our product, but also fit our target audience profile perfectly.” Rick Schultz, Senior VP of Marketing, Alteryx Generate leads


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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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“With open rates as high as 48 percent, LinkedIn’s Sponsored InMail knocked the socks off our own email campaigns – and Sponsored Updates gave us the brand awareness we needed.” Brett Chester, Vice President of Online Marketing, Replicon Open rate of 48% using Sponsored InMail, with response rate 11x better than other social channels Cost per lead 73% lower than other social channels Clickthrough on Sponsored Updates 4x LinkedIn benchmarks Generate leads


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Sponsored InMail best practices 29 Use targeting on LinkedIn to deliver the right message to the right person at the right time Create a compelling inbox preview to drive opens Develop personalized content that helps, vs strictly sells Optimize your content for mobile engagement Create a simple landing page with clear conversion path


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30 Convert the 95% of anonymous web visitors who don’t provide an email addresses Engage the 80% of known prospects who don’t open your 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 30 #1


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LinkedIn Lead Accelerator Marketing automation for display and social advertising


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“As soon as a prospect engages and shows interest in a particular program, they start receiving sequenced messaging that’s relevant to the specific program they’ve shown interest in. You can see the impact of this in the performance and you can see it in the quality of each lead.” Andrew Hickey, Director of Digital Marketing, eCornell Conversion rates were 2x higher than traditional campaigns Conversion rates from Sponsored Updates specifically were 4x higher Cost per lead was 3x lower than traditional retargeting Generate leads


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What success looks like Our team’s approach Buyer evolution


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Measurement for Success: Quality Traffic Engagement MQLs Pipeline Our success metrics


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Content is core


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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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39 Extend the mileage with ‘turkey slices’


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


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Blog: Focus on relevance, variety, frequency


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LinkedIn Showcase Page as key content hub


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Customer engagement Quality traffic High quality leads – 30% of leads in any quarter Sponsored Updates drive results


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Sponsored Updates + Onsite Display = more leads


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#LinkedInMktg Week 1: Funnel vs Marketer Photo


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Targeted InMails complement the feed with even more personal communication


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


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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 – 68% of MQLs from content Pipeline – 35% new biz from marketing Success metrics


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