6 Steps to B2B Marketing Success on LinkedIn

#6StepsLoL

Steps to B2B

Marketing Success

on LinkedIn Live Webcast

Wednesday, May 18, 2016

2:00pm BST | 3:00pm CET

#6StepsLoL

Today’s Agenda

1. Introduction to LinkedIn Marketing Solutions

2. 6 Steps to B2B Marketing Success on LinkedIn

3. Q&A

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Have Questions?

Use the Q&A button at the bottom of your

screen and we will answer them after the

presentation

A recording of this webcast will be sent to you

after the event

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Who we are?

Jenny Anne Corkery New Business Manager, Dublin

Gearóíd Buckley Online Marketing Manager, Dublin

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Setting the scene!

Project Champagne

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Why LinkedIn works for us!

of all Q1 inquiries

sourced from

LinkedIn

of all Q1 MQLs

sourced from

LinkedIn

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Consistent throughout QTR

– key to our Always-on strategy

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For the first time in the history of media you can

engage with the world’s professionals in one place

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The most effective platform for marketers to

engage professionals

Achieve your goals from awareness to

engagement to new business

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Our digital lives converge on

very few big destinations

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61M senior-level

influencers

40M decision makers

10M opinion leaders

6M C-level execs

22M Mass Affluent

4M IT decision makers

433M professionals are on LinkedIn

The largest global community of professionals

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9 billion content impressions / week

15X content vs job postings in the feed

57% mobile

Professionals engage with purpose

– and with content

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The world’s professionals come to

LinkedIn for knowledge

Industry News Expert Advice Professional Learning

Peer Insights Peer Recommendations 500+ Influencers

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Organic: Build your brand and content

On your Company Page

Showcase Pages

Through long-form posts

On Slideshare

Market to Who Matters:

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

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Engage your prospects with relevant content in the world’s

only professional feed

Sponsored Content

15

Build customer relationships at

every stage of the buyer’s

journey by targeting content to

your most valuable audiences

wherever they spend their time.

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

the people that matter most to your business

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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

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STEP 1 CHOOSE OBJECTIVE

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Why do we use LinkedIn?

Online and

Offline Events

Lead

Generation Awareness

Account

Based

Marketing

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Promoting this event:

InMail:192 Registrations

SC: 605

Registrations Display: 30

Registrations

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STEP 2 CHOOSE YOUR TARGETING

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Get to the Right Professional

Audiences

Rich demographic data Job Function, Seniority, Company Name,

Geo, Industry

Interest-based targeting Group Membership, Skills, Field of Study

Persona targeting Job Searchers, Opinion Leaders, Mass Affluent,

Business Travelers

Your own audience data Target Account Lists

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Patrick Kane

Ivanka Trump

Ali Landry

7-foot-tall Football

Player

Robert Griffin III

Kim Zolciak

Recruiting

Employee engagement

Social media

Self-esteem

European Union

Marketing Automation

Integrated marketing

Lead generation

Cloud computing

Email marketing

#HTGAWM

#NewNFLTeams

Redskins

The Pope

#GreysAnatomy

#HeroesReborn

The professional mindset is markedly different

Trending topics by social media platform

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We live in a data driven age

– let data drive creativity

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We live in a data driven age – let data drive creativity

How we use data to get

creative with targeting

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and yes, of course we tested lots of

variations!

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How we deliver relevancy to our target

audience

● Skills targeting

● Company targeting

● Industry targeting

● Geo targeting

● Title targeting

● Company size

targeting

Total addressable

audience (Any member in the marketing,

media or communication job

function)

Our Segmented

Audience

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Example of how we target at TOFU

Q1 2016 saw over 2k inquiries from this type

of campaign

Job Function marketing, media and

communication

Seniority Manager + Geo Europe

Company Size 50+ employees

Language English UK or US

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Relevancy is key: Using title and skills targeting to

differentiate between brand and demand generation

marketer

Demand Generation Manager, Digital

Marketing, Acquisition Marketing, SEO

Marketing, Search Engine Marketing,

Marketing Automation Manager, etc

Job Title =

Brand Manager, Brand Marketing

Manager, Global Marketing Manager,

Director Brand Marketing, etc

Job Title =

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Test with targeting

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Leverage targeting for deeper personalisation in

the feed

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Content strategy must be aligned to targeting

Example: Using seniority targeting to speak to topics, trends, and pain

points specific to their roles.

entry, manager, senior

Seniority

Director, VP, CXO, Owner, Partner

Seniority

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We’ve seen huge success from local language

campaigns

Introducing:

Launched on Email and InMail on

the same day.

SENT OPENS CTR

Email 9,845 28.99% 4.49%

InMail 106,780 71.02% 8.69%

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Campaign ran across all LinkedIn Channels for a

full QTR

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2139

267

258

144 87

39

21 9

InMail

Sponsored Content

Display Ads

Email Nutures

Referral Campaigns

Email

No Tracking

Organic

90% of leads came from LinkedIn for this

Always-on campaign

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Targeting Top Tips

1 Find the balance between scale and relevancy

2 Align campaign goals to channel and targeting strategy

3 Don’t be afraid to experiment and test

4 Leverage LinkedIn for localisation campaigns

5 Content and Targeting strategies must be aligned

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STEP 3 CHOOSE YOUR

CONTENT/CREATIVE

(Top Tips)

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Effective content doesn’t require massive investment

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Visual is the new headline

• Test, test and test

• Vary creative

• Be mindful of the landing page/content

• Play to your audience’s interest

CTR: .376% CTR: .237%



Keep it Short & Sweet • Minimal text performs better

• It is best practice to remove unnecessary words for more concise and

clearer writing

• Words like ‘you’ and ‘your’ resonate with audiences

CTR: 1.067% CTR: 0.622% CTR: 0.768%

Remove unnecessary words


Snackable stats work People are more likely to engage with and share

content that makes them appear more knowledgeable

You have less than a second to grab attention – use

interesting stats and quotes to make people pause……

and click


Variety is the spice of life

We aim to create at least 4 versions

of each Sponsored Content and

Display Ad

And always A/B test InMail


You know

nothing

Jon Snow!

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• Body Level Five

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Sponsored Content Top Tips

1 Visual is the new headline

2 Keep it short & sweet

3 Snackable stats work!

4 Variety is the spice of life

5 You know nothing Jon Snow

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Display Ads Top Tips

1 Pictures of people perform best

2 Have a clear description of the content

3 Include the word “now” in your CTA

4 Colour works! Use it

5 You know nothing Jon Snow

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Sponsored InMail Top Tips

1 Have a clear subject line

2 Use best performing Display Ad (from testing)

3 Ensure copy is short and to the point

4 Sending from a person improves OR and CTR

5 You know nothing Jon Snow 5

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STEP 4 TEST

& OPTIMISE

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Always be testing!

Start with big elements

Optimise to small

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Are you a

Sophisticated

Marketer?

- Average Score was 51%

- Only 12% gained

Sophisticated Marketer

status

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Q1: Which of these Sponsored Content performed

better?

CTR: .237% CTR: .376%

42%

correct

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Q2: Which intro copy text yielded a higher CTR?

CTR: 1.067% CTR: .768 %

61%

correct

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Q3: Which of these LinkedIn Display Ads drove a

higher CTR?

CTR: 0.055% CTR: 0.126%

58%

correct

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Q4: Which of these Sponsored Content performed

better?

CTR: 0.4% CTR: 0.25%

16% correct

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Q5: Which of these LinkedIn Display Ads drove a

higher CTR?

CTR: 0.72% CTR: 0.79% CTR: 0.93% CTR: 0.76%

43% correct

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Another CTA test!

Join Register

+165% Clicks

+126% Impressions

+571% Clicks

+490% Impressions


You know

nothing

Jon Snow!

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STEP 5 MEASURE

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Measure the Impact, and Optimise

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

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Day to day I optimise from the

Campaign Manager

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What is your business goal? Align it with your campaign to measure business performance

Online and

Offline Events

Lead

Generation Awareness

Account

Based

Marketing

Attendees, Show

Rate, Engagement

(pre, during and post)

Qualified Leads,

Sourced Revenue

Reach and

engagement within

your target audience

Customer Revenue,

Engagement

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But we also look at the impact across the funnel

Inquiries MQLs

InMail 18% 18%

Email 11% 16%

Sponsored Content 10% 15%

Referral Other 10% 10%

Other Social 10% 8%

Display Ads 6% 6%

LinkedIn

accounts for

39% of all of

our MQLs

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STEP 6 TEST & OPTIMISE

… AGAIN

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Last year we launched:

Our strongest performing eBook ever!

1 reason why you should test, test and test again!

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The ROI on the campaign began to significantly

drop after 6 months – so started optimisation

process again

Instead of spending months and €,000’s on a new

eBook – we were able to just refresh the

campaign through optimisation

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STEP 1 – CHOOSE YOUR OBJECTIVE

STEP 2 – CHOOSE YOUR TARGETING

STEP 3 – CONTENT & CREATIVE

STEP 4 – TEST AND OPTIMISE

STEP 5 – MEASURE

STEP 6 – TEST AND OPTIMISE AGAIN

To Recap

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Have Questions?

Use the Q&A button at the bottom of your

screen

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Thank You The recording and presentation shall be sent to you shortly