live webinar: market to who matters: new ways to exceed your marketing goals with linkedin

New Ways to Exceed Your Marketing Goals with LinkedIn

Keith Richey Director, Global Marketing

How to Engage with Us

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Follow us: Twitter: @LinkedInMktg LinkedIn: www.linkedin.com/company/linkedin-marketing-solutions

https://www.linkedin.com/company/linkedin-marketing-solutions

What success looks like now

Our team’s approach

Digital evolution

Customer success stories

For the first time in the history of media you can engage with the world’s professionals in one place

The most effective platform for marketers to engage professionals

Achieve your goals from awareness to engagement to new business

Our digital lives converge on very few big destinations

61Msenior-levelinfluencers

40Mdecision makers

10Mopinion leaders

6MC-level execs

22MMass Affluent

4MIT decision makers

433Mprofessionals are on LinkedIn

The largest global community of professionals

9 billion content impressions / week

15X content vs job postings in the feed

57% mobile

Professionals engage with purpose – and with content

10Pieces of content are consumed before a purchasing decision is

made

Always-on content is vital to influencing decisions

Source: Zero Moment of Truth Study, Google

Engaging the right professionals gets results

94%of B2B Marketers

use LinkedIn

to distribute

content 1 #1LinkedIn rated the top

social network for

lead generation 2

1 B2B Content Marketing, 2016 Benchmarks, Content Marketing Institute/MarketingProfs;2 The State of B2B Digital Marketing, Fall 2015, Demandwave

trust LinkedIn to grow their businesses



Digital evolution


Market to Who Matters:

Achieve Your Marketing Goals

Create awareness early in the purchase process

Engage audiences with content

Generate quality leads and drive new business


Get to the Right Professional Audiences

Rich demographic dataJob Function, Seniority, Company Name,

Geo, Industry

Interest-based targetingGroup Membership, Skills, Field of Study

Persona targetingJob Searchers, Opinion Leaders, Mass Affluent,

Business Travelers

Your own audience dataTarget Account Lists

Organic: Build your brand and content

On your Company Page

Showcase Pages

Through long-form posts


Engage Them with Content

Paid: Reach a targeted, and broader audience

In the LinkedIn Feed

In the LinkedIn Inbox

Early in the purchase process

Through other native ad formats


Measure the Impact, and Optimize

Are you reaching your target audiences?

Are the right people engaging?

Are you prompting the right actions?

Get clear visibility into the impact of your programs throughout the purchase process



Digital evolution


Customer success with key objectives




• More than 2x increase of Brand Consideration among target audience age 45-64 exposed to the ads

• 12 point increase in aided Brand Awareness

• CTR for Display Ads as high as 1.76%

• 2x Company Page Follower growth

“In spreading the news about our rebranding, LinkedIn was a very important piece of a complicated puzzle.”

Ann Glover, Chief Marketing Officer, Voya Financial

Raising brand awareness

Build your brand with the right audiences in a premium context

LinkedIn Display Ads

Get on the radar early to build your brand and increase awareness

Target LinkedIn members with accuracy to drive brand objectives

Engage your audience in a high-quality professional context

Deploy IAB standard display ad unit formats

Customer success with key objectives




• 0.54% engagement rate• 22% additional earned media• Top performing post: 3x

benchmark at .84% CTR“It was amazing to see that even our high-traffic press releases and product updates around the site were not driving as much traffic as LinkedIn Sponsored Updates to reach teachers.”

Ari Schorr, Product Marketing Manager, Microsoft OneNote

Launching a new product

Engage your prospects with relevant content in the world’s only professional feed

Sponsored Content

Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences

Sponsored Content Engage your prospects with relevant content in the world’s

only professional feed

Target your most valuable audiences

Publish your content in a premium

context

Grow your business at every stage

Reach the people that matter most using

accurate, profile-based, first-party data

Sponsor content in the brand-friendly environment of the

LinkedIn feed to an audience of influencers and business

decision-makers

Drive quality leads, generate engagement, and raise brand awareness with

a powerful advertising platform

• 320%+ increase in LinkedIn engagement

• 290% increase in referral traffic to company blog

• 17% increase in Company Page followers

“With LinkedIn Sponsored Content, we can amplify the reach of our content and bring a new audience to our website and blog to continue conversations – all while educating companies on how we help improve the customer experience.”

Kim Martin, Director of Corporate Marketing, Aspect

Sharing thought leadership

“We’re not just promoting Capgemini content but getting behind content that each of our audiences will be interested in. The LinkedIn partnership has enabled us to deliver pieces that are social, complementary, relevant, and fun.”

Rena Patel, Brand and Advertising Campaign Manager, Capgemini Group

• Sponsored Content generate engagement rate of 3.27%

• Content has generated over 1.8 million shares, with 69% coming through LinkedIn

• Company Page adds 3,000 - 4,000 followers per week

Sharing thought leadership

1. Include a visual

2. Keep it short & sweet

3. Snackable stats work wonders

4. Variety is the spice of life

Sponsored Content best practices

Success with key objectives




• LinkedIn is Percolate’s top generator of leads from downloaded content

• Percolate’s average click-through rate is more than 91% above LinkedIn benchmarks

• More than 3x increase in Company Page followers

Generating leads

“LinkedIn is one of our most valuable channels for qualified leads. We can access the broadest possible community of professionals, and target them with precision – something we can’t do on other social platforms.”

Chris Bolman, Director of Growth, Percolate

Generating leads

• 4x lower cost per lead compared to search advertising

• 3x lower cost per click compared to search advertising

• 2.5x growth in Company Page followers

“With Sponsored Content, we get the right kind of leads who are not only interested in the relevant content we’ve created and in learning more about our product, but also fit our target audience profile perfectly.”

Rick Schultz, Senior VP of Marketing, Alteryx

LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to

the people that matter most to your business

Unique product, uncluttered environment, and effective results

Mobile-optimized design for easy

clicks

Persistent call-to-action button remains

on top of content while user scrolls

Real-time delivery ensures timely

reach

Sponsored InMail messages are only

delivered when members are on

LinkedIn

Uncluttered professional

context

Strict delivery frequency caps

ensure your message gets maximum

mindshare

Flexibility to tailor your content

Send a personalized message that will

resonate most with your target audience

“One of the extraordinary things about this InMail campaign is that we have two students starting in August who had never heard of this program when they received our InMail in March. In the history of my marketing experience at this school, I’ve never seen us convert that quickly.”

Elizabeth Hogan, Associate Dean, Global Marketing Fuqua School of Business, Duke University

• 68% open rate • 400% increase in conversions

compared to 2013 campaign • Sales pipeline closure speed

increased 300%

Lead generation

Sponsored InMail best practices

1. Use targeting on LinkedIn to deliver the right message to the right person at the right time

2. Create a compelling inbox preview to drive opens

3. Develop personalized content that helps, vs strictly sells

4. Optimize your content for mobile engagement

5. Create a simple landing page with clear conversion path

Personalize your creative to resonate with buyers

LinkedIn Dynamic Ads

Drive engagement with premium audiences using dynamically generated ads, powered by profile data,

customizable to meet your campaign objectives.

“Our LinkedIn campaign succeeded because we’re connecting with a professional audience that’s in a business mindset. And since Spotlight Ads are customized and personalized, they’re even more likely to gain attention, raise brand awareness, and drive conversions.”

Andrew Spoeth, Head of Social Media Marketing, CA Technologies

• 11.3% conversion rate• 68% lower cost per lead than

other social channels during this campaign

Lead generation

Driving event registration

• Sellout event attracts 700+ attendees

• 42% open rate for InMail, 9% CTR

• Spotlight Ad CTR was 83% higher than North American LinkedIn benchmarks for display ads

• Executive-level audience gives high ratings to summit

“LinkedIn didn’t just help us fill seats – we attracted quality attendees from our targeted industries.”

Margaret Shepard, Executive Director, Communications & StrategyU.S. Chamber of Commerce



Digital evolution


Our Marketing Goals

Quality traffic to our properties

MQLs for sales

Bookings from new customers

Content is core

EVENTS

CAMPAIGNSSOCIAL +ONLINE

CONTENT

Not more content, more relevant content

Big Rock content fuels performance

Extend the mileage with ‘turkey slices’

LinkedIn Showcase Page as key content hub

Customer engagement

Quality traffic

High quality leads – 30% of leads in any quarter

Sponsored Content drives results

Sponsored Content + Display = more leads

Sponsored InMail outperforms traditional email

24.61% Open Rate0.74% CTR

41.75% Open Rate8.71% CTR

Traditional Email Sponsored InMail

Reaching our goals

Quality traffic to our properties – 72% Manager+

MQLs for sales – 73% of MQLs from content

Bookings from new customers – 30% of new biz sourced by marketing