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B2B Marketing and Lead Generation
@alexCharraudeau – Media Solutions Consultant
28th April, LinkedIn Offices London
Alex Charraudeau
Ex-recruiter
8 years as a recruitment marketing guy
Web design, development, brand strategy, search marketing, email marketing, social
media strategy
At LinkedIn I help recruiters get the most out of LinkedIn
@alexCharraudeau
Google+
Agenda
1. What the heck is this B2B chat?
2. Data and Insight from Theresa
3. Reintroduction to Content Marketing
4. Building an HR Persona
5. Advertising
What the heck is this B2B chat?
4
The global recruitment and staffing market will be worth
$491.1 / £322.6 billion by 2017
Koncept Analytics
6
How many people are marketing to clients?
We have the chance to do the same
thing we have always done, or do
something new…
7
What are you going to do?
*courtesy of HubSpot
8
9
Top Challenges for Marketers
*courtesy of HubSpot
10
How are you reporting ROI?
11
Views Actions Business
outcomes
1 2 3
12
Which lead sources have become more important?
*courtesy of HubSpot
Inbound Search Engine Marketing has
become less of a priority for
companies.
Inbound Content Marketing is taking
up the slack.
13
Content versus SEO
*courtesy of HubSpot
Marketers who have prioritized
blogging are 13x more likely to
enjoy positive ROI
14
Blogging and Content Marketing
*courtesy of HubSpot
15
Data Insight from Theresa
Who are your clients on LinkedIn? Senior HR Professionals Talent Pool Analysis
Theresa Gschwandtner Global Account Analyst
EMEA Staffing
© 2015 LinkedIn Corporation. All Rights Reserved.
To help you understand who your potential clients are and how to best
engage with them on LinkedIn
Seniority: Manager+
Function: HR
Geography: UK
129K Senior HR Professionals on LinkedIn
Who are your clients on LinkedIn?
129K+ Senior HR Professionals in the UK
*Based on Recruiter Data
Manager 58%
Director 19%
VP+ 23%
Are you hiring for one of the Top Industries?
Top 8 Industries
Education Management
Financial Services
Professional Training and Coaching
Retail
Information Technology and Services
Hospital & Health Care
Government Administration
Higher Education
Then attract potential clients on LinkedIn
*Based on Recruiter Data
Did you go to University with them?
*Based on Recruiter Data
Top 5 Universities
The Open University
University of Westminster
The University of Manchester
The Manchester Metropolitan University
University of Leeds
Find and engage them in Alumni Groups on LinkedIn
Where do they work?
Majority of HR Professionals work in London Don’t miss out on other highly HR Professional populated cities
Top 5 Cities
London
Birmingham
Manchester
Reading
Bristol
*Based on Recruiter Data
Are these companies already your clients? Top 10 Companies for Senior HR Professionals
*Based on Recruiter Data
How many employees do your clients have?
14%
19%
7%
28%
32% 1 to 50
51 to 500
501 to 1,000
1,001 to 10,000
10,000+
Are you focused on SMB, Enterprise or Large Global Clients?
*Based on Recruiter Data
What do they do on LinkedIn?
Senior HR Professionals are very active They use both desktop and mobile when they are on LinkedIn
*Based on last month’s active member data
What interests them and will help you engage?
*Based on last month’s active member data
Top 5 Trending Topics
Recruiting
Employee Management
Self Esteem
Management
Territory Management
Top 5 Most Engaged Articles
Share relevant content with your target audience
Which Groups should you join? Your opportunity to be a thought leader in recruitment
Top 5 Groups
Linked:HR (#1 Human Resources Group)
CIPD member
People Management
Acas Employee Relations and HR advice
Personnel Today
Who have they already shown interest in?
1. Hays
2. Frazer Jones
3. Michael Page
4. Reed
5. Hudson
1. CIPD
2. Google
3. Apple
4. John Lewis
5. Tesco
Top 5 Most Followed
Recruitment Companies
Top 5 Most Followed Corporate
Companies
Include media in updates to increase traction CIPD shares relevant content with the target market
What can you do to engage your
potential clients on LinkedIn?
You can start your engagement strategy today
Find out how well you are currently doing
• How many followers do you have within this audience?
• Use your existing clients as ambassadors for recommendations
on your career page
Generate interest and traffic to expand this audience
• Dedicate a designated landing page to potential clients
• Leverage current client content (from your website)
Measure your success from start to finish (follower
growth, CTR, traffic onto website)
Reintroduction to Content Marketing
39
40
Content Marketing:
Producing information that engages your
target audience to educate and convert
Success in marketing today is not based
solely on quantity; quality of engagement is
essential.
41
“We thought to ourselves what a dream it would be if our ideal audience would just call us
instead…”
42
Engage, Educate, Convert.
Content
44
Segment + Profile Your Audience
Who is your ideal candidate
/ client? Create a profile of
that person.
What is their background?
What defines them?
Where are they online?
Give them a name and a
picture – make them real!
Figure out what will
capture their attention.
What is that person
interested in, what does
that person care about,
what else are they
doing online?
Position your business
as an expert, authority
and place to go for any
information or
guidance in their space.
Be relevant, be authentic
and be personable.
Create videos, interview
your people or industry
experts, share information
from events, write blog
posts and e-books on the
state of jobs in your
industry, create salary
surveys. Put this content in
the right places.
45
Segment + Profile HR People
HR Manager
Working at Tesco
Member of CIPD group
XXX
What is your USP?
How can you answer
these questions?
Examples:
“5 Top Tips for Attracting
Talent”
“How to make HRD by 40”
Blog on your site
Video testimonial
Case study
CIPD Group on LinkedIn
Updates to your Followers
Sponsored Updates
Attracting Talent
Retaining Talent
Their next move…
Visit www.buzzsumo.com
46
What do HR People Read?
47
CIPD.co.uk
48
Create content based on the Sales Funnel
Infographics
Insight
Industry news
Tips + tricks
Interviews
Etc… Aw
are
ness
Co
nsid
era
tion
/ P
refe
ren
ce
Convers
ion
Case studies
Testimonials
“Day in the life”
Meet the team
Etc…
Landing pages
Registrations
Discounts
Etc…
Your customers are your biggest
opportunity for new business.
Are they following you?
Harness social sharing.
Referral schemes – traditional and
digital.
Find your fans…
49
Create Advocates
50
Start Solving Problems
51
Influence Members
51
Accent Jobs
Accent Jobs
Target on Geography, Industry,
Function, Seniority, Skills, Groups,
Company, Company Size, University,
Age
52
Sponsored Updates
Pay Per Click (CPC) or Per Impression
(CPM).
Set budgets per update.
Time campaigns.
53
Sponsored Updates
54
Driving Clicks
Target on Geography, Industry, Function, Seniority, Skills, Groups, Company,
Company Size.
Generate Followers or send people off-site.
Back to measurements
55
56
Views Actions Business
outcomes
1 2 3
57
Use Google Analytics to the fullest
https://business.linkedin.com/marketing-
solutions/c/14/1/sophisticated-guide-for-
marketing?src=lmn-
di&utm_source=displayad&utm_medium=
bizo&utm_campaign=BMN_Sophisticated
guide&veh=veh=BMN_SophisticatedGuid
e_SU
58
Use Google Analytics to the fullest
Also known as UTM parameters, UTM codes are little snippets of text added to the end of your URL to help you track the success of your content on the web.
http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost &utm_medium=social&utm_source=facebook
It lets your analytics know that someone arrived through a certain source or overall marketing channel
Here are the five things you can track with UTM codes: Campaign: Groups all of the content from one campaign in your analytics.
Ex: utm_campaign=20percentpromocode
Source: Which website is sending you traffic.
Ex: utm_source=Facebook
Medium: The type of marketing medium that the link is featured in.
Ex: utm_medium=socialmedia
Content: Used to track the different types of content that point to the same URL from the same campaign, source, and medium codes. Often used in PPC or with two identical links on the same page.
Ex: utm_content=sidebarlink or utm_content=headerlink
Term: Used to identify the keywords you've paid for in a PPC ad.
Ex: utm_term=marketing+software
Don’t forget about the experience…
59
60
Planning the Journey
Marketers own the online experience, but must also guide sales people to ensure the
experience is continued offline
Online Experience Offline Experience
5 Things to do tomorrow!
1. Build Personas
2. Find content that works
3. Set up your analytics
4. Start creating more content!
5. Build awareness at scale, engage at scale and convert at scale
©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.
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