The B2B Advertiser’s Power Tool By AJ Wilcox

#SocialPro #23A3 @WilcoxAJ

The B2B Advertiser’s Power Tool

Connecting with LinkedIn Ads

#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj

ABOUT AJ WILCOX

8+ Years of PPC and SEO experience

Began heavy B2B focus 4 years ago

Live in Utah with my wife and 4 kids

Triathlete, exotic car lover, soulless ginger


B2B CHALLENGES

B2B Marketers have to be more sophisticated

Inherent Obstacles with B2B:

Delayed Sales Cycles

Offline Conversion Events

It’s worth it, though!

Fortune 1000 72%


#PipelineMarketing

Allleads!=equal

Makeop0miza0ondecisionsbasedonrealresults

Return On Ad Spend is the real metric

Visits

Leads

Marketing Qualified Leads

Sales Accepted Leads

Opportunities

Customers


KEYWORD TARGETING

How do you ensure your dollars are spent on someone with B.A.N.T.?

PaidSearch(AdWords)keyword-basedtarge0ng

Intent-based

CEOs type the same keywords as janitors

Budget

Authority

Need

Timing


B2B TARGETING PERSONAL

FOCUS BUSINESS FOCUS LOW COST HIGH COST

B2B AD OPTIONS

Industry Publications Advertise in industry rags (ChiefExecutive magazine)

AdTech Vendors

Precise

Decent

Weak


LINKEDIN ADVERTISING - PROS

Up-To-Date (Self Selected)

Robust Targeting

Business Mentality

No Gatekeeper

Larger Deal Sizes


LINKEDIN ADVERTISING - CONS

The platform is far from perfect:

Conversion Tracking

Dayparting

Hourly Reporting

Device-level Bidding

Retargeting

Opaque Relevancy Score

Ignored by LinkedIn (Changing!)


WHO’S A FIT?

LTV >$15K is a no-brainer

Recruiting

Education

Subscription Software (SaaS)

Company Verticals:

Who’s an ideal fit for LinkedIn Advertising?


NOT A FIT!

Small LTVs (<$10K)

Broad Target B2C eCommerce Hard Sell


AD UNITS – TEXT ADS

50x50px image

.04% CTR is good

25 char headline 75 char adline

Desktop ONLY


AD UNITS – SPONSORED UPDATES

180x110px image

.4% CTR is good

128 char intro 38 char title 155 char description

Mostly mobile users


B2B TARGETING

Professional Job Title (Project Manager)

Profile Completeness Dependent

Job Function (Marketing) Seniority (Manager) Skills (Nunchuck, MySQL) Group (Project Management R Us)

Company Category/Industry (Hi-tech, Consumer Goods) Company Size (51 - 2000) Company Name (Microsoft)

Education School Name (Stanford) Degree/Field of Study

Demographics Gender (M/F/Both) Age (55+) Geography (San Francisco Bay Area)

Combinations & Exclusions


EFFICIENT LINKEDIN REACH

CMO

Titles

Groups

Job Function

Skills

Titles

Groups (+ Seniority)

Job Function + Seniority

Skills + Seniority


CONTENT MARKETING FUNNEL

Trial/ Demo

Blog Post/Infographic

Ebook

Webinar

Retargeting Email

Nurture

Low Friction

High Friction

Guide / Whitepaper


GLORIOUS RETARGETING

LinkedIn retargeting = Building persona!

Facebook Custom Audiences

Twitter Tailored Audiences

Paid Search retargeting = Building audience around keyword

Recommended Retargeting Mix:

AdWords ReMarketing

Tag Manager Containing:

#LinkedInAds @wilcoxaj

Q&A

[email protected] @WilcoxAJ www.B2Linked.com

#SocialPro #23A3 @WilcoxAJ

THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!

Social Media

The B2B Advertiser’s Power Tool By AJ Wilcox