Introducing:

LinkedIn Lead Accelerator

Bryan Burdick

Head of B2B

LinkedIn

@BryanBurdick

Andrew Monu

Enterprise Marketing Lead, EMEA

LinkedIn

@andrumonu

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• 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

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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

6 Sources: 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

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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

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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

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Drive more effective marketing

Increase awareness

Build brand

Shape perception

Increase awareness

Build brand

Shape perception

Increase awareness

Build brand

Shape perception

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Drive more effective marketing

Improve lead quality

Increase conversion

Drive pipeline and revenue

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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

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 ads Step 2

Increase conversion rates with AutoFill Step 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

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

Our customers tell our story better than us

Increased leads by

23% in 2 months from nurtured visitors

Increased leads by 23% in 2 months from nurtured visitors

Visited website 18% more frequently vs non-nurtured

Up and running within days With Lead Accelerator

Increased leads by

23% in 2 months from nurtured visitors

Increased leads by 23% in 2 months from nurtured visitors

Visited website 18% more frequently vs non-nurtured

Up and running within days With Lead Accelerator

“Six weeks in and the results are really promising, which is why we are extending our

Lead Accelerator programme. It’s fully measurable, easy to get to the numbers, and we

can see that the ROI is there.”

Stephan Hellar

Head of Merchant Marketing

Groupon EMEA

Q&A

Want to learn more?

Visit emea.marketing.linkedin.com

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