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Using LinkedIn for Demand Generation

Amanda HalleSenior Manager, Marketing LinkedIn

Jen AgustinGroup Manager, MarketingLinkedIn

• Got a question? Submit it in the Q&A box.

• Tweet along with #LinkedInDemandGen

• Follow us for more: @LinkedInMktgHow to Engage with Us

Let’s Talk About

• What’s the Buyer’s Journey Really Like?

• Rethinking Demand Generation with LinkedIn

• LinkedIn’s “Secret Recipe” for Demand Generation

• Q&A

Today’s Buyer’s Journey

The only thing predictable about it is its unpredictability.

It’s a challenging world

90%Before customersreach out directly

Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012

It’s a challenging world

10Pieces of content

are consumed before a purchasing decision

is made

Source: Zero Moment of Truth Study, Google

It’s a challenging world

Display advertising

Social media marketing

Content marketing

Today’s Approach

Email marketing

SEO

Paid search

 Increase targeted reach and quality conversions

The challenge:

5%

Fill out a form*

20% Open emails**

1%

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

We Can Do Better.

Missed Opportunities

4. 95% of website visitors don’t fill out a form.

3. 61% of B2B marketers aren’t using mobile marketing.

1. No less than 17 people are involved in influencing major enterprise tech purchases.

2. Forty-four percent of B2B buyers researched company products on a smartphone or tablet in 2014

5. 80% aren’t opening emails.

6. Half of business decisions are made outside of the office.1. InformationWeek, 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer

5. MarketingProfs 6. B2B Marketing

1. 2. 3.

6. 5. 4.

Drive more effective marketing

Increase awareness

Build brand

Shape perception

Increase awareness

Build brand

Shape perception

Drive more effective marketing

Improve lead quality

Increase conversion

Drive pipeline and revenue

The only full-funnel professional platform

Onsite Display

Network Display

Sponsored Updates

Sponsored InMail

Lead Accelerator

Full-funnel analytics & reporting

products that impact every stage of your funnel and get results

How Can We RethinkDemand Generation?

Rethinking Demand Generation with LinkedIn

2. Tap into the value of anonymous website visitors

1. Investing in the top of funnel to drive bottom-funnel conversions

4. Reach prospects where they’re most engaged

3. Tailor messages based on people and interests

Let Top-Funnel Programs Drive Bottom-Funnel Conversions

• Longer buying cycles in B2B/high-consideration B2C

• Need to get your brand in front of prospects early and often to seed demand

• The more interest you drive at the top, the more conversions at the bottom of the funnel

Reach and engage more than 364M professionals on LinkedIn and across the Web

Build Awareness with LinkedIn Onsite Display and Network Display

“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 BottorffDirector of Marketing, MyCase

Results:

• Increased brand awareness and targeted web traffic

• Nearly 5x increase in the number of daily website visits from legal professionals

Turn Anonymous Visitors into Customers

• Website visitors are valuable and are interested in your brand

• 95% aren’t converting right away—how can you keep your brand in front of them?

LinkedIn Lead Accelerator Nurtures Everyone.Everywhere Online.

LinkedIn Sponsored UpdatesDesktop and mobile

Facebook News Feed Display AdsLinkedIn & SlideShare

DisplayGlobal Ad Exchanges

“‘Nurturing’ is no longer limited to email. We’re using display and social ads to guide prospects through the buy cycle with highly relevant content − increasing engagement and generating conversions along the way.”Lucy OrloskiMarketing Director, Localytics

Results:

• 116% increase in page views per visitor; 56% increase in visits per visitor

• Generated more than 870 new leads by nurturing anonymous website visitors

• Leads converted to “sales qualified” 2x more than the company average

• Nurtured known contacts to drive free trial sign-ups

Tailor Messages Based on People and Interests

• Prospects are at different stages of their purchase decision.

• The content you provide must be both educational and relevant to what their needs are.

Lead Accelerator Lets You Nurture Everyone. Differently.

“Multi-channel nurturing makes sense – the sequencing and personalization of ads aligns well with the B2B sales cycle.”

Micah BealsDirector, Digital Marketing, Workfront

Results:

• Nurtured IT professionals, marketers, and other enterprise decision makers with display and social ads

• Generated 640+ leads in just three months

• Achieved a cost per lead well below target

Reach Prospects Where They’re Most Engaged

• Be where your prospects are

• Engage them with content that is useful and relevant, and when they are most receptive to your message

LinkedIn Sponsored Updates and Sponsored InMaildeliver relevant, personalized content

Sponsored Updates delivers rich content in the feed and across devices

7x – the amount of time professionalsare spending with content on LinkedIn vs. job-related activity

LinkedIn Sponsored Updates and Sponsored InMaildeliver relevant, personalized content

Sponsored InMail Gets the Attention of High-Value Audiences in a Personalized Way

• Breakthrough the limits of traditional email marketing with 100% deliverability

• Keep your key target audiences engaged across desktopand mobile

“The LinkedIn platform helped us create a modern take on the classic vision of the golf course as the premier place to network. Since our goal is to be the most engaged and social brand in golf, LinkedIn was the perfect fit for our digital engagement campaign.”Scott GorylSenior Manager of Global Communications, Callaway Golf

Results:

• 32% open rate for Sponsored InMails

• 139 likes, 79 comments on “Hit the Links” status updates

• 1,500 new followers for Callaway Golf Company Page

• 83% lift in positive sentiment on social networks

So How Does LinkedIn Use LinkedIn?

Marketing Solutions Funnel

Tasks

SAO

MQLs

Marketing inquiries

Closed won

Inbound (Demand Generation)

SQO

Marketing Driven Inquiries

Marketing Qualified Leads

Opportunity at 5% - Accepted by SD

Opportunity at 10% - Accepted by AE

Inquiries that are passed to SD for follow-up

Bookings tracked against SQOs

LMSMarketingQ2Goals

Marketing Qualified Leads Sales Qualified Opportunities

Leads are divided into 3 groups; A leads are the most valuable

• Leads that came in through one of our 3 contact us formsA Leads

• Leads that came in through an online event or a live eventB Leads

• Leads that filled out a form in order to download a gated asset on our siteRC Leads

Crash Course to Full-Funnel Marketing Campaign

Email

Email

Display On & Off LinkedIn

LinkedIn Sponsored Updates

LinkedIn Sponsored Updates

Webinar

Webinar

Sponsored InMail

Sponsored InMail

Lead Accelerator

Lead Accelerator

Blog

Results

• Campaign launched in Early April

• The webinar had 1,153 registrations• Email – 823 registrants• Sponsored InMail – 254 registrations

• Generated 556 Tasks and 300 MQLs in the last 30 days• Top channels:

• Email• Display• Sponsored Updates

Results

MQLs by Channel

Marketing Qualified Leads

A Few Final Thoughts

• Don’t underestimate the value of the top of the funnel for demand generation

• Tap into the value of anonymous website visitors

• Tailor your messages and content to both unknown and known prospects

• Engage with people when they’re most receptive

• Case Study Hub: http://lnkd.in/marketingcasestudies

• LinkedIn Marketing Blog: http://marketing.linkedin.com/blog/category/linkedin-sponsored-updates/

• New eBook: The Demand Generation Marketer’s Guide to LMS

More helpful examples of what works on LinkedIn:

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