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Using LinkedIn for Demand Generation
Amanda HalleSenior Manager, Marketing LinkedIn
Jen AgustinGroup Manager, MarketingLinkedIn
• Got a question? Submit it in the Q&A box.
• Tweet along with #LinkedInDemandGen
• Follow us for more: @LinkedInMktgHow to Engage with Us
Let’s Talk About
• What’s the Buyer’s Journey Really Like?
• Rethinking Demand Generation with LinkedIn
• LinkedIn’s “Secret Recipe” for Demand Generation
• Q&A
Today’s Buyer’s Journey
The only thing predictable about it is its unpredictability.
It’s a challenging world
90%Before customersreach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012
It’s a challenging world
10Pieces of content
are consumed before a purchasing decision
is made
Source: Zero Moment of Truth Study, Google
It’s a challenging world
Display advertising
Social media marketing
Content marketing
Today’s Approach
Email marketing
SEO
Paid search
Increase targeted reach and quality conversions
The challenge:
5%
Fill out a form*
20% Open emails**
1%
Opportunities captured*B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013
We Can Do Better.
Missed Opportunities
4. 95% of website visitors don’t fill out a form.
3. 61% of B2B marketers aren’t using mobile marketing.
1. No less than 17 people are involved in influencing major enterprise tech purchases.
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.1. InformationWeek, 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer
5. MarketingProfs 6. B2B Marketing
1. 2. 3.
6. 5. 4.
Drive more effective marketing
Increase awareness
Build brand
Shape perception
Increase awareness
Build brand
Shape perception
Drive more effective marketing
Improve lead quality
Increase conversion
Drive pipeline and revenue
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 RethinkDemand Generation?
Rethinking Demand Generation with LinkedIn
2. Tap into the value of anonymous website visitors
1. Investing in the top of funnel to drive bottom-funnel conversions
4. Reach prospects where they’re most engaged
3. Tailor messages based on people and interests
Let Top-Funnel Programs Drive Bottom-Funnel Conversions
• Longer buying cycles in B2B/high-consideration B2C
• Need to get your brand in front of prospects early and often to seed demand
• The more interest you drive at the top, the more conversions at the bottom of the funnel
Reach and engage more than 364M professionals on LinkedIn and across the Web
Build Awareness with LinkedIn Onsite Display and Network Display
“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.”
Sarah BottorffDirector of Marketing, MyCase
Results:
• Increased brand awareness and targeted web traffic
• Nearly 5x increase in the number of daily website visits from legal professionals
Turn Anonymous Visitors into Customers
• Website visitors are valuable and are interested in your brand
• 95% aren’t converting right away—how can you keep your brand in front of them?
LinkedIn Lead Accelerator Nurtures Everyone.Everywhere Online.
LinkedIn Sponsored UpdatesDesktop and mobile
Facebook News Feed Display AdsLinkedIn & SlideShare
DisplayGlobal Ad Exchanges
“‘Nurturing’ is no longer limited to email. We’re using display and social ads to guide prospects through the buy cycle with highly relevant content − increasing engagement and generating conversions along the way.”Lucy OrloskiMarketing Director, Localytics
Results:
• 116% increase in page views per visitor; 56% increase in visits per visitor
• Generated more than 870 new leads by nurturing anonymous website visitors
• Leads converted to “sales qualified” 2x more than the company average
• Nurtured known contacts to drive free trial sign-ups
Tailor Messages Based on People and Interests
• Prospects are at different stages of their purchase decision.
• The content you provide must be both educational and relevant to what their needs are.
Lead Accelerator Lets You Nurture Everyone. Differently.
“Multi-channel nurturing makes sense – the sequencing and personalization of ads aligns well with the B2B sales cycle.”
Micah BealsDirector, Digital Marketing, Workfront
Results:
• Nurtured IT professionals, marketers, and other enterprise decision makers with display and social ads
• Generated 640+ leads in just three months
• Achieved a cost per lead well below target
Reach Prospects Where They’re Most Engaged
• 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 and Sponsored InMaildeliver relevant, personalized content
Sponsored Updates delivers rich content in the feed and across devices
7x – the amount of time professionalsare spending with content on LinkedIn vs. job-related activity
LinkedIn Sponsored Updates and Sponsored InMaildeliver relevant, personalized content
Sponsored InMail Gets the Attention of High-Value Audiences in a Personalized Way
• Breakthrough the limits of traditional email marketing with 100% deliverability
• Keep your key target audiences engaged across desktopand mobile
“The LinkedIn platform helped us create a modern take on the classic vision of the golf course as the premier place to network. Since our goal is to be the most engaged and social brand in golf, LinkedIn was the perfect fit for our digital engagement campaign.”Scott GorylSenior Manager of Global Communications, Callaway Golf
Results:
• 32% open rate for Sponsored InMails
• 139 likes, 79 comments on “Hit the Links” status updates
• 1,500 new followers for Callaway Golf Company Page
• 83% lift in positive sentiment on social networks
So How Does LinkedIn Use LinkedIn?
Marketing Solutions Funnel
Tasks
SAO
MQLs
Marketing inquiries
Closed won
Inbound (Demand Generation)
SQO
Marketing Driven Inquiries
Marketing Qualified Leads
Opportunity at 5% - Accepted by SD
Opportunity at 10% - Accepted by AE
Inquiries that are passed to SD for follow-up
Bookings tracked against SQOs
LMSMarketingQ2Goals
Marketing Qualified Leads Sales Qualified Opportunities
Leads are divided into 3 groups; A leads are the most valuable
• Leads that came in through one of our 3 contact us formsA Leads
• Leads that came in through an online event or a live eventB Leads
• Leads that filled out a form in order to download a gated asset on our siteRC Leads
Crash Course to Full-Funnel Marketing Campaign
Display On & Off LinkedIn
LinkedIn Sponsored Updates
LinkedIn Sponsored Updates
Webinar
Webinar
Sponsored InMail
Sponsored InMail
Lead Accelerator
Lead Accelerator
Blog
Results
• Campaign launched in Early April
• The webinar had 1,153 registrations• Email – 823 registrants• Sponsored InMail – 254 registrations
• Generated 556 Tasks and 300 MQLs in the last 30 days• Top channels:
• Email• Display• Sponsored Updates
Results
MQLs by Channel
Marketing Qualified Leads
A Few Final Thoughts
• Don’t underestimate the value of the top of the funnel for demand generation
• Tap into the value of anonymous website visitors
• Tailor your messages and content to both unknown and known prospects
• Engage with people when they’re most receptive
• Case Study Hub: http://lnkd.in/marketingcasestudies
• LinkedIn Marketing Blog: http://marketing.linkedin.com/blog/category/linkedin-sponsored-updates/
• New eBook: The Demand Generation Marketer’s Guide to LMS
More helpful examples of what works on LinkedIn:
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