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

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

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