linkedin naudojimas b2b pardavimams/ marius ivanovas
TRANSCRIPT
E-Komercija, 2017
Marius IvanovasHead of Sales Baltics
LinkedIn for B2B marketing
32M
380M+
Worldwide in 2009
Worldwide in 2016
310K+ profiles in
Lithuania
200K+
Professionals join daily
Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardizedjob titles
SeniorityFunction
Occupation
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Reach only the right people
Deliver highly relevant and helpful content
Tailor your message based on where they are in the decision process
IMAGINE IF THE FUNNEL WORKED LIKE IT SHOULD
Shape PerceptionEstablish Trust
Drive traffic for nurturing
Earn new leads
Nurture to convince and
convert
Content Through the Buyer’s Journey
Infographics, blog posts, industry trends, influencer content, “behind the scenes” and exclusive content
Best practice guides, case studies, product reviews, analyst reports, webinars, blog posts
White papers, research briefs, comparisons, analyst reports
Newsletters, recommendations, case studies, product demos, trials, tutorials
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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
LINKEDIN FULL-FUNNEL PLATFORM
Deliver rich content in the LinkedIn feed across all devicesLINKEDIN SPONSORED UPDATES
• Deliver right message to right audience
• Drastically increase reach of your posts
• Explore the possibilities of paid as well as earned media
• Precise targeting
• Social Spotlight Ads • Or Rich media Display Ads
Reach and engage more than 380M + professionals
LinkedIn Onsite Display
Drive more leads with targeted messages delivered to the inbox
LINKEDIN SPONSORED INMAIL
DEFINE OBJECTIVES AND KPIs
Build Brand & Drive Leads “The Sophisticated Guide” has been LinkedIn top lead gen content for 3 years
MQLNO YES REVENUESALESNURTURE
NO
BLOCKBUSTER
LinkedIn planning flow Using LinkedIn data to inform each step in the below process
AUDIENCE CREATIVE DISTRIBUTION
Audience Insights1
We Start By Identifying The Right Buyers Using our LinkedIn Insights Tag to create propensity models
15 KBDM’s Sphereof Influence
5 KBDMs
1 KCXOs
Then We Analyse Their Topical Interests Leveraging LinkedIn’s data to determine which topics are ownable
0%
4%
8%
12%
16%
CXO
Sha
re o
f US
Enga
gem
ent
Business Intelligence All
Oil & Energy Engagement Clicks + Likes + Comments +
Shares
Energy Audits
Smart Grid
Smart Metering
Sustainable Energy
Renewable Energy
Energy Conservation
Energy Efficieny
Reserves
Climate Change
Offshore Drilling
Creative Strategy2
1. Based On Original Insights
2. Designed For Social First Insights must come to life in the feed, not on a site or in a PDF
3. Should Enable Touchpoint Consistency A unified experience across all channels improves recall + consideration
4. Should Feature Brand Characters People trust people more than faceless corporations
Distribution Tactics3
1. Delivered Via Native Formats Our data can power personalised, sequential messaging
2. Should Reach The Entire Committee Focus on “relevant reach” today *and* tomorrow
TARGETED BUYER
Junior Decision Makers
Extended Buying Committee
3. Obey The 60/40 Rule Blend lead-gen into your brand-building efforts
“Investment in long-term brand building, combined with short term brand activations
to reap the sales benefits of those investments”
60% BRAND / 40% LEADS
4. Fuel Always-On Marketing It’s the best way to minimize costs and maximize recall
Spend
CTR
7+ Impressions for
Ad Recall
THREE KEY TAKEAWAYS
Nurture Deliver helpful content at the right time, based on who they are and what matters to them
Measure Track branding and direct response impact with simple yet powerful analytics
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Reach Reach the right people with accurate targeting
3 KEYS TO MORE EFFECTIVE MARKETING