prospect nurturing

21

Upload: linkedin-marketing-solutions

Post on 18-Jul-2015

631 views

Category:

Marketing


0 download

TRANSCRIPT

Russell GlassHead of Products

LinkedIn Marketing Solutions

Prospect Nurturing

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

364M+

Professionals

join daily

Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US

Members

worldwideMore 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

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

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

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

EngageEngage the 80% of known prospects who don’t open your emails.

EvaluateEvaluate the impact of your nurture programs.

ConvertConvert more of the 95% of anonymous web visitors who don’t provide an email address.

LinkedIn Lead AcceleratorMarketing automation for display and social advertising

Connections

Company Industry

Size

Name

GenderEducation

Geo

Groups

Standardized

job titles

SeniorityFunction

Occupation

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 knownStep 1

Synchronize your Lead

Accelerator programs with

Eloqua and Marketo nurture

programs

Intelligently engage anonymous

and known prospects across ad

exchanges for display, and

Facebook and LinkedIn for social

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 adsStep 2

Increase conversion rates with AutoFillStep 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 testingStep 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 reportingStep 5

Nurture stream development,

ad modifications, and launch

On-site marketing

strategy & planningPost-launch optimization

through the first month

LaunchPad

Ensure success with hands-on guidance from marketing experts

Goal: support business growth – get access to credit

and open a business account

S

M

Small

business

owner

Marketer

S

M

Learn about

options

Branding/

awareness“Be part of the

conversation”

S

M

Visit your

company's

website

Publish

relevant

content

S

Continue to

research across

the web

Nurture through

display & socialM

S

Fill a lead form or visit

a bank

Nurture more intimately

through email, display

& social adsM

S

Become a

customer!

Nurture to cross

sell & upsell M

Our customers tell our story better than us