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Live Webinar: How Qualtrics is Killing It with Lead Generation on LinkedIn
Irina SkripnikProduct Marketing Manager, LinkedIn
Mike MaughanHead of Brand GrowthQualtrics
Mitchell WrightDemand GenerationQualtrics
2
Agenda
Strategy deep-dive with Qualtrics Event Registration Best Practices from Successful
Customers Q&A
Killer Demand Gen Strategies
SM
• Who is Qualtrics• Marketing Objectives• Sponsored Updates &
Sponsored InMails• Campaigns By Product• Choosing Our Target
AudienceWhat we’ll cover
Brands & Organizations
7K +of the top 100
business schools
99
Users
1.8M
+
Used In
Countries
75+
The World’sLeadingEnterprise SurveyPlatform
PROVO / USADUBLIN / IRLSYDNEY / AUSSEATTLE / USADALLAS / USAWASHINGTON DC / USA
Leading Enterprises Choose Qualtrics
more than 7,000 and growing
LinkedIn & Demand Gen
SM
Marketing Objective
Connect with people and organizations that will most benefit from our products and services
Customer InsightsVoice of the Customer
ProgramsCustomer Satisfaction Surveys
Net Promoter SystemsWebsite Experience Feedback
Employee Insights360-degree Employee
FeedbackEmployee Engagement
SurveysEmployee Satisfaction
SurveysExit Interviews
Market InsightsAd Testing
Concept TestingMarket ResearchAcademic Studies
Wide Variety of Products for a Wide Variety of Roles
Driving Leads to Events:One of the unsung heroes of demand
generation
• Be relevant• Be direct• Be creative• Be integrated
Sponsored Updates and Sponsored InMails
CXweek™
A Case Study
Sponsored Updates
Sponsored Updates
Sponsored Updates
Sponsored InMail
Sponsored InMail
Strategy and Messaging
Sponsored InMails:Events
Strategy and Messaging
Sponsored Updates:
Wide Audiences
Strategy and Messaging
Strategy and Messaging
Choosing a Target Audience
LinkedIn Sponsored InMail & Sponsored Updates
Event Registration Best Practices from Successful Customers
Address your audience directly, ask them questions
Strong Visuals: Attention grabbing images such as recognized leaders, interesting infographics
Type of content: Snack-able content, Lists,valuable industry insights
Be Concise: Keep your intro to 150 characters
Anatomy of a Successful Sponsored Update
Anatomy of a Successful Sponsored InMail Inbox Preview
Limit subject & description to 3-8 words.
Long previews may get cut off if they are over the character limit
Make it clear this is an invitation and speak to your audience
Use the description to give member a reason to open the message.
Content, context and call to action determines whether sender is company or an individual
Anatomy of a Successful Sponsored InMail Message
Strong visual: Support your message content and call to action, but not distract
Be concise and relevant: Address your audience and get their attention with a clear value. Keep your copy under 1000 characters
Strong call to action: Make it clear what action you want the recipient to take
Speak directly to the audience you are targeting
Be Personal
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Speak directly to the audience you are targeting
Be Personal
Use strong language to create sense of urgency to drive registrations
29
Be timely
Use strong language to create sense of urgency to drive registrations
Be timely
Convey the value of your webinar to your target audience
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Be helpful
32
Tell your audience about yourself and why they should attend your event
Be Personal Convey the value of your webinar to your target audience
Be helpful
Use large images to emphasize your event’s value and CTA
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Be visual
34
Use the side image banner to highlight your event and CTA
Be visual
Keep your intro under 150 characters for optimal mobile conversions
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Be Mobile
36
3 Optimize your body copy, formatting and CTA for mobile
Be Mobile
Re-use your webinar content to fuel your demand gen efforts further
37
Be resourceful
38
Include a link to your profile to connect with your audience
Be resourceful
39
You need to GIVE value to GET value. Focus the message on the value of the event for the member
Create a sense of urgency to drive event registrations
Tailor the message to draw their attention on how this event will make them more successful
Include a clear call to action to drive desired behavior effectively
Keep it concise. Read your message out loud and see if it feels too long. Does it hold up interest?
Key Take-aways
Marketing.Linkedin.com
Irina SkripnikProduct Marketing Manager, LinkedIn
Mike MaughanBrand GrowthQualtrics
Mitchell WrightDemand GenerationQualtrics
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
Irina SkripnikProduct Marketing Manager, LinkedIn
Mike MaughanBrand GrowthQualtrics
Mitchell WrightDemand GenerationQualtrics
