Using LinkedIn for Brand MarketingAndrew KaplanSr. Product Marketing ManagerLinkedIn@andrewjkaplan

Adrianne PsarrasCommunications ManagerSeed Equity Ventures

Todd CroslandFounder and CEOSeed Equity Ventures

3

• Got a question? Submit it in the Q&A box.

• Tweet along with

#LinkedInBrandMktg

• Follow us for more: @LinkedInMktg

How to Engage with Us

Let’s talk about

4

• What’s the buyer’s journey really like?• Rethinking brand marketing with LinkedIn• Success story: Seed Equity Ventures• Q&A

5

Today’s buyer’s journeyThe only thing predictable about it is its unpredictability

It’s a challenging world

90%Before customersreach out directly*

Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

It’s a challenging world

10Pieces of content

are consumed before a purchasing decision

is made **

Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

Display advertising

Social media marketing

Content marketing

8

Today’s approach

Email marketing

SEO

Paid search

We can still do better.

10

Missed opportunities

4. 95% of website visitors don’t fill out a form

3. 61% of B2B marketers aren’t using mobile marketing

1. For B2B decision-makers, online communities are one of the most popular sources of content in the purchase decision

2. Forty-four percent of B2B buyers researched company products on a smartphone or tablet in 2014

5. 80% aren’t opening emails

6. Half of business decisions are made outside of the office

7. 17 people typically involved in an enterprise tech purchase

1. eMarketer 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer 5. MarketingProfs 6. B2B Marketing

11

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

12

Drive more effective marketing

Increase awareness

Build brand

Shape perception

Increase awareness

Build brand

Shape perception

Increase awareness

Build brand

Shape perception

13

Drive more effective marketing

Improve lead quality

Increase conversion

Drive pipeline and revenue

14

The only full-funnel professional platform

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

How can we rethinkbrand marketing?

Rethinking brand marketing with LinkedIn

16

2. Engage prospects anywhere online

4. Reach prospects where they’re most engaged

3. Target precise audiences with relevant content

1. Reach professionals in the right context

Reach professionals in the right context

17

• Prospects are doing more research online and are in control of where they interact with your brand

• To shape the outcome of the purchase decision, get their attention where they’re spending time in a professional context

18

LinkedIn Onsite DisplayReach a professional audience in a premium context

• Target LinkedIn members with accuracy based on the professional member profile, including audiences unique to LinkedIn

• Reach your audience in the high-quality context of the LinkedIn desktop experience

• Deploy a variety of formats from IAB standard ads to highly engaging native formats

19

LinkedIn Text Ads drive targeted traffic to your site using scalable, self-service tools

Text Ads help you scale your messaging to the right audience and drive performance

• Target your audience using accurate data in the professional profile

• Optimize by bidding on CPC or CPM basis, testing creative variants

• Run messages across key placements like the homepage, profile, inbox, etc.

Get started at linkedin.com/ads

20

“LinkedIn has helped create an environment where we can not only invite people to join, but engage them once they arrive. We can have dialogues with potential customers in a way that encourages organic growth of the community.”Bryna CorcoranDigital Marketing and Social Media Strategist, HP

Results300,000+ new followers in two months including 112% increase in CXO followers

Strong CXO engagement rate of 0.15%

Low follower attrition rate of 3%

Significant increase in unaided brand awareness

Followers 2.5x more likely to recommend HP solutions

Download the full case study here: https://lnkd.in/d6XnEtQ

Engage prospects anywhere online

21

• B2B and high-consideration B2C sales cycles are long and complex

• Keep your brand awareness level high throughout the purchase decision

Reach professionals across the web with scale and frequency

22

LinkedIn Network Display

23

Engage audiences on leading publisher sites, including top globally-ranked comScore domains

LinkedIn Publisher Network and Exchanges

Note: LinkedIn does not guarantee placement on specific sites. The sites listed on this slide are not all-inclusive and are meant to represent a sample of sites where customers’ ads could appear. There are hundreds of domains and properties on the LND whitelist where ads may appear during a campaign.

LinkedIn properties

24

“With LinkedIn Network Display, we’ve become a leading brand in our space, and LinkedIn has been a key contributor to our success—getting MyCase visibility with the right people at the right time.”

Increased brand awareness and targeted traffic by targeting professionals across the Web using LinkedIn data and the Insight Tag pixel

More than 2,000 new targeted website visitors in 3 months – a 5x increase in daily visits from members in legal job functions

See full case study here: https://lnkd.in/dCrRVmg

Sarah BottorffDirector of Marketing, MyCase

Results

Target the right audiences with relevant content

25

• Prospects are at different stages of their purchase decision

• The content you provide must be both educational and relevant to what their needs are

• Build on your branding efforts with effective nurturing

Lead Accelerator lets you nurture everyone. Differently.

26

Measure the impact of your campaigns across upper- and lower-funnel objectives. Track audience demographics, impressions, new visitors, landing page engagement, and more

27

Measure campaign impact with full-funnel analytics

OpenDNS reached, nurtured, and converted IT decision makers with LinkedIn Network Display and Lead Accelerator

Drove more than 9,400 new website visits from IT pros

Increased engagement: 140% increase in page views per visitor; 64% increase in visits per visitor

Generated 280+ new leads

Results

28

Reach prospects where they’re most engaged

29

• Be where your prospects are

• Engage them with content that is useful and relevant, and when they are most receptive to your message

LinkedIn Sponsored Updates allow you to publishrelevant content where members engage most

Sponsored Updates: native advertising in the feed, across devices

7x – the amount of time professionalsare spending with content on LinkedIn vs. job-related activity

30

Get started at linkedin.com/ads, or sponsor an update right from your LinkedIn Company Page

31

Optimize and measure with robust campaign tools

New Test and refine campaigns with LinkedIn’s

new-and-improved, self-service platform

• Simplicity: One view of all your accounts

• Visibility: Real-time visual reports, audience insights by account, social actions measurement

• Control: Test ads at scale, easily adjust campaign start/end dates, save drafts

LinkedIn Sponsored InMail delivers relevant, personalized messages to the LinkedIn inbox

Sponsored InMail gets the attention of high-value audiences with personalized content, 100% deliverability

• Messages sent to the LinkedIn inbox only when members are on LinkedIn

• Mobile-optimized design with persistent call-to-action button

• Target your ideal professional audience

32

33

54% open rate for Sponsored InMails.

Up to 0.90% engagement on ansarada’s Sponsored Updates.

Reached over 600,000 unique members in a sought-after professional segment of finance professionals (M&A deal makers).

Positive brand engagement and ongoing conversation with audience startedvia comments, shares, and social followers acquired.

Download full case study here: https://lnkd.in/dtBJ5pW

Results

Ansarada engaged over 600,000 unique professionals in M&A occupations using Sponsored inMail and Sponsored Updates

Success story:Seed Equity Ventures

Seed Equity Ventures overview

Seed Equity Ventures is a registered broker dealer providing investment banking services to startups and growth companies. Seed Equity's goal is to connect startups and growth companies with investors from around the world through its proprietary social investing platform.

35

Follow Seed Equity on● LinkedIn● Facebook● Twitter: @GetSeedEquity

Seed Equity challenges

• Raise profile of new equity crowdfunding platform.• Drive registrations for investor social community.• Connect investors to investment offerings.

36

How we use LinkedIn Marketing Solutions

37

Spotlight Ads

How we use LinkedIn Marketing Solutions

38

Sponsored Updates

Results

• 1,205% increase in new investor signups • 43% increase in Company Page followers • Spotlight Ads CTR 5X LinkedIn benchmarks • Sponsored Updates engagement 3.4X LinkedIn

benchmarks • Expanded member base to 33 new countries

39

Takeaways – how we did it

• Targeted our main persona based on their professional profile (skills, LinkedIn Group membership).

• Matched our creative and offer to our audience’s interests.• Avoided “salesy” calls-to-action. Instead, we offered a chance for

investors to join a community of like-minded professionals and connect with startups they might be interested in.

• Partnered closely with our LinkedIn account team and agency Dean Media to refine approach along the way.

40

©2015 LinkedIn Corporation. All Rights Reserved.