Target | Convert | Measure

Exceed Your Demand Gen Goals

Lauryn WellsAccount Manager

Piper MillerSenior Account Manager

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Rachel RicklesContent Marketing Evangelist

1 2 3 4Content for Lead Gen

Lead Gen Strategies

Optimizing for Lead Gen Campaigns

One Click Lead Gen Forms

5 Native Conversion Tracking

6 Q&A

TODAY’S AGENDA

CONTENT

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“Content marketing is all the marketing that’s left”

SETH GODIN

Content Marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a

clearly defined and understood target audience – with the objective of driving profitable customer action.

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CONTENT MARKETING INSTITUTE

Our Focus Becomes Too Narrow

How Do We Break Free From The Gate?

awareness

leads

customers

strangers

subscribers

opportunities

advocates

How Do We Break Free From The Gate?

awareness

leads

customers

strangers

subscribers

opportunities

advocates

AUDIENCE MINDSET CONTENT EXAMPLES

• Dreams of owning a home, but unsure whether it’s the right time

• Wants to buy a home, but unsure what to look for in a mortgage

• Has a home in mind and ready to buy a mortgage, but unsure about specific features

• [Blog Post] “Top 10 Mistakes Newlyweds Make”

• [Infographic] “Should I Rent or Buy?”

• [Blog Post] “How to Tell a Good Mortgage from a Bad One”

• [Video] “15 vs 30 Year Mortgage: What to Consider”

• Mortgage calculator• Online brochure/consult offer

Top Funnel Content Closes DealsCREATORS OF THOUGHT LEADERSHIP BELIEVE: DECISION MAKERS SAID:

“It helps us close and win” “Directly led you to decide to give business to a company”

20%

45%

48%C-Suite execs

BDMs

Source: LinkedIn & Edelman, “How Thought Leadership Impacts B2B Demand Generation

Gated vs. Ungated

37% 75%

Of tech buyers are less likely to consider a vendor that gates the first

piece of content

Of tech buyers are less likely to consider a vendor that gates all

content

Source: LinkedIn, Nurturing the IT Committee Lead, 2014

Success

Source: Contently, Contently’s ROI Flipbook

Content drove an increase in overall site traffic of 970%

970%Open Forum is now the single

largest source of SMB leads for American Express

#1TD Ameritrade customers who

subscribe to thinkMoney Magazine trade at a 5x higher

velocity

5x

Who’s Doing it Well?Lenovo

Sponsored Content Organic Content

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STRATEGIES

Source: 2017 DemandWave State of B2B Digital Marketing report

Generating quality leads & proving value are the greatest challenges marketers face

56%

16%

Deliver quality leads & prove ROI

Generating enough leads

Producing quality content

Securing staff & budget

Not sure Other

14%

8%

5% 1%

WE ASKED MARKETERS

What is your biggest digital marketing challenge?

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Exceed your demand gen objectives with LinkedIn

Target Convert Measure

Matched Audiences (retargeting, ABM, CRM)

1st party user-identified data

Sponsored Content

Text Ads

Sponsored InMail

Lead Gen Forms

Insight Tag

Conversion Tracking

Website Demographics

Click & Conversion Demographics

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Engage your prospects with relevant content in the world’s only professional feed and in premium placements beyondSponsored Content

CONVERT

Build customer relationships at every stage of the buyer’s journey on mobile, desktop, and tablet.

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LinkedIn Sponsored InMailSend timely, convenient, and relevant private messages to the people that matter most to your business

CONVERT

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LinkedIn Text AdsGenerate quality leads with an easy PPC solution

CONVERT

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Landing page important foundationLinkedIn to help easily collect leads

LinkedIn ad targeting options

Align your targeting with your lead scoring model

Company name Job title Member skills* Field of studyBased on skills, endorsements

and keywords in profile

Company industry Job seniority* Member groups Degreesderived from Job title

Company size Job function* Member age* Member schoolsderived from Job titlederived from Company Page

derived from Company Page

Derived by using the earliest degree

Location Years of experience* Member gender*derived from start year and

month of current rolesderived from Member name

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Demographic data from the LinkedIn profile

*Target the prospects you care about more by retargeting your website visitors, or matching your email contacts, account lists, marketing automation segments, against the LinkedIn audience

Email contact targeting

Website retargeting

Account targeting

Data integrations

Our data + your data: Target the people most likely to become qualified leads

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Engage your website visitors on LinkedIn

Use one tag for website retargeting

and conversion tracking

Bring your marketing automation segments or email lists into Campaign Manager

Engage contacts you already know

Target people who are more likely to convert with Matched Audiences

Website Retargeting

Email Contact

TargetingAccount

Targeting

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Combine the power of demographic targeting

on LinkedIn with your target account list to

engage the right people

Matched Audiences

better cost per conversion using

website retargeting

6xhigher conversion rates

compared to regular Sponsored Content campaigns

4%

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CASE STUDY

Reach more people with the LinkedIn Audience Network and Audience ExpansionEngage even more qualified prospects and discover new potential customers by activating the Audience Network and Audience Expansion on your campaigns.

LinkedIn Audience Network & Audience ExpansionTIP!

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Test One Click Lead Gen Forms

LinkedIn One Click Lead Gen FormsCapture quality leads using forms that are pre-filled with LinkedIn profile data

Currently available on mobile only.

TIP!

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Track your post-click activity using the LinkedIn Insights Tag

Native Conversion tracking allows you to track both click and

view-based conversions directly in the Campaign Manager interface.

Set Up Conversion TrackingTIP!

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OPTIMIZING

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Measure leads and conversions from specific audiences:

Understand your converting audiences

Company name

Industry

Job function

Seniority

Geo

Company size

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Improve conversion rates by tracking engagement throughout the funnel

Using LinkedIn data, see the audiences that are

engaging with and converting on different parts of your website.

PILOTING SOON

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PILOT

Conversion Tracking Metrics

Let’s Take a Break!

ONE CLICK LEAD GEN FORMS

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LinkedIn Lead Gen Forms Capture quality leads using forms that are pre-filled with LinkedIn profile data

CONVERT

Improve conversion rates on mobile

Measure your ROI, including the specific audience segments you’re converting into leads

Easily manage your leads: Download from LinkedIn or send to your CRM or marketing automation system

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Lead Gen Forms Intro

What You’re Trying to Improve

KPI Will Lead Gen Forms Help?

Conversion Rate CPLYes, by removing the friction

of conversions on mobile devices

Marketing Qualified Leads MQL

Yes, IF what is hindering the movement to MQL or SQL is the need for prospects to download more assets or

certain assets (demos, free trial etc.)

Sales Qualified Leads SQL

Opportunity Creation

# Of Opps Touched by LI, or

end ROI of LI

Not Directly. May be useful to include within your

strategy, but pay close attention to lead quality, and

ensuring your targeting is locked in

DEMO

Lead Gen Forms

increase in conversion rates

2xreduction incost-per-lead

44%

“Traditional landing pages take people away from the LinkedIn platform. Having members stay in-app with Lead Gen Forms is a seamless user experience."

Nik Love Digital Project Manager, IR

Full case study here: http://bit.ly/2qv4p0e 38

CASE STUDY

Landing page: Ensure mobile-friendliness

Form fields encouraged 2-4

Average clicks driven by mobile70%

Above the fold100%

TIPS!

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Not sure? Test on 3rd party MobileTest.me to view rendering across devices

Improve your conversion ratesBEST PRACTICE

Use Lead Gen Forms to increase conversion rates

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Design your landing pages for mobile visitors

80% of engagement

with Sponsored Content happens on mobile.

Ensure your landing pages are mobile-optimized so you capture as many leads as possible on your site.

Run multiple ad products

Lead Gen Forms can get up to

3x better conversion rates than Sponsored Content driving traffic to advertiser landing pages with standard lead forms.

Sponsored Content campaigns get up to

37% higher click-through rates when running with Sponsored InMail for at least 2 weeks, targeting the same audience.

CONVERSIONTRACKING

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What does the Insights Tag do?

Website Retargeting

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Laptop screen area Conversion Tracking & Auto-Optimization*

Website Demographics*

*Coming in Q3

Tips when using the Insights Tag:● Place the tag in the Global Footer of your site● Only have one Insights tag on your landing pages to prevent tracking

discrepancies● Need an Image pixel? Reach out to your LinkedIn rep for more info!

DEMO

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Measure lead quality and advertising ROI

Add LinkedIn Insight Tag to your website

The Insight Tag lets you measure conversions, site visitors,

and other meaningful business data.

STEP 1

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Measure lead quality and advertising ROI

STEP 2

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Use conversion tracking Measure leads collected on your website with LinkedIn’s free native conversion tracking tool

Use demographic analyticsEnsure you’re converting the right people: Use LinkedIn’s

campaign reporting to measure the types of

segments you’re converting.

Measure lead quality and advertising ROI

STEP 3

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Use conversion tracking auto-optimization

Set your campaigns to optimize toward the highest

converting ad.

Measure lead quality and advertising ROI

STEP 4

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Track the lead metrics that matter most

Cost per lead

Cost per qualified lead

Cost per acquisition, revenue per lead

LinkedIn advertisers often pay less per qualified lead and new customer acquired compared to other ads platforms

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STEP 5

Conversion Tracking

CASE STUDY

increase in CTR in the three months during campaign

2xoverall lead-to-demo ratio, resulting in many sales-qualified opportunities

85%

“It had been very complex for us to track performance. LinkedIn conversion tracking makes it easy.”

Priyank SavlaDigital Marketing ManagerNetBrain Technologies

Full case study here: http://bit.ly/2qBoFgc

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PUTTING IT ALL TOGETHERA step-by-step path to

demand gen on LinkedIn

TARGETCONVERT MEASURE

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2

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5

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Target your ideal customer persona with accurate, profile-based demographic targeting.

Target people likely to convert with Matched Audiences to engage people who’ve shown affinity for your brand; for example, website visitors.

Publish content relevant to the professional mindset on mobile and desktop by leveraging Sponsored Content, Sponsored InMail, and Text Ads.

Seamlessly collect leads using forms pre-filled with quality LinkedIn profile

data: On your website with LinkedIn AutoFill, or directly in the LinkedIn app

with Lead Gen Forms.

Measure lead quality, return on ad spend, conversion

rates, new site visitors acquired, and more using built-in

campaign lead reporting and conversion tracking.

Use campaign and website analytics to optimize your results

for even greater impactIterate and Improve

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1

2

3

4

5

Set up your insight tag

Set up conversion tracking

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Ensure you have content for the full funnel

Test your landing pages on MobileTest.me

Try out a lead gen form campaign

Next Steps

THANK YOU