LinkedIn naudojimas B2B pardavimams/ Marius Ivanovas

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

5

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

7

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

29

Reach Reach the right people with accurate targeting

3 KEYS TO MORE EFFECTIVE MARKETING

T H A N K Y O U

Marius Ivanovas ivanovas@httpool.com

+370 609 63302