Webinar: LinkedIn Lead Accelerator Demo Day

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Introducing: LinkedIn Lead AcceleratorDavid KarelHead of B2B MarketingLinkedIn@dhkarel

Sudeep CherionSr. Manager, Product Marketing LinkedIn@sudeepekcherian

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Got a question? Submit it in the Q&A boxJoin the conversation using #LeadAcceleratorFollow us: Twitter: @LinkedInMktgLinkedIn: www.linkedin.com/company/linkedin-marketing-solutions34Connect the worlds professionals to make them more productive and successfulLinkedIns mission

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* 2014 member number as of September 30, 201432M347M+200K+Professionals join daily

56Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for USMembersworldwide347M+

More business decision makers than comparable business sites2.8X

Higher buying power index vs. comparable business and social sites28%

6Its a challenging world90%Before customersreach out directly

Source: Forrester, Buyer Behavior Helps B2B Marketers Guide the Buyers Journey, October 201210Pieces of content are consumed before a purchasing decision is made

Source: Zero Moment of Truth Study, Google

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Increase targeted reach and quality conversions8The 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, 20138

9Imagine if the funnel worked like it shouldReach only the right peopleDeliver highly relevant and helpful contentTailor your message based on where they are in the decision process

910Drive more effective marketingIncrease awarenessBuild brand Shape perception

10Increase awarenessBuild brand Shape perceptionIncrease awarenessBuild brand Shape perception

11Drive more effective marketingImprove lead qualityIncrease conversionDrive pipeline and revenue

1112Be the most effective platform for marketers to engage with professionalsLinkedIn Marketing Solutions mission

Be the most effective platform for marketers to engage with professionals12The only full-funnel professional platform

products that impact every stage of your funnel and get results13

Deliver more high-quality leads to your sales teams by engaging prospects anywhere online with relevant ads and contentLinkedIn Lead AcceleratorEngageEngage the 80% of known prospects who dont open your emails.

EvaluateEvaluate the impact of your nurture programs.ConvertConvert more of the 95% of anonymous web visitors who dont provide an email address.LinkedIn Lead AcceleratorMarketing automation for display and social advertising

In fact, the very simple way to think about Lead Accelerator is that it is a marketing automation for digital media.15

ConnectionsCompanyIndustrySizeNameGenderEducationGeoGroupsStandardizedjob titlesSeniorityFunctionOccupationIt all starts with identifying the right audiences. We offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals.[CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENTS TARGET AUDIENCE] Here are a few examples of filters you can use.

After you find your target audience, the next step is to start influencing those people towards a purchase. To understand how that works on LinkedIn, lets pick one individual from your target audience as an example.16

Identify the onsite behaviors that indicate high engagement or specific interestsDefine the most desirable business demographic segmentsUnderstand the audiences that have already taken specific actions on your site or converted

Identify and target your highest-value audiences, both anonymous and known

Step 1In the beginning of that process, all you know is that hes part of your target audience. So the first message you send him might be a display ad or Sponsored InMail focused on getting his attention and generating awareness towards your brand or product / service. Hell click the ad and go to your site to learn more.

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Reach target audiences across ad exchanges for display, and Facebook and LinkedIn for socialIntelligently engage anonymous and known prospects beyond the inboxUpload creative directly and allow Lead Accelerator to optimize delivery of the messages to the right audiences at the right timeSequence relevant messaging across display and social ads

Step 2

In the beginning of that process, all you know is that hes part of your target audience. So the first message you send him might be a display ad or Sponsored InMail focused on getting his attention and generating awareness towards your brand or product / service. Hell click the ad and go to your site to learn more.

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Nurture Everyone. Differently.

Lets walk through an example to bring it home:

Suppose you have two different audiences visiting your site:One audience visits your home page, and bouncesThe other audience dives deeper into the product section of your site

BOTH of those audiences are valuable they have both raised their hand and indicated that theyre interested in what you have to saySO, you want to nurture both of those audiencesBUT, you want to nurture them differently

For the Home Page Bouncers:You probably want a relatively short nurture stream that focuses on higher level messaging and overall brand positioning.

For the Product Page Visitors:You want to nurture them more aggressively with a longer nurture stream that tells your story the way you want to tell it.You wan to leas the prospect through a series of messaging and content that ultimately drives directly to a conversion event

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Nurture Everyone. Everywhere Online.

LinkedIn Sponsored ContentDesktop and mobile

Facebook News FeedDisplay AdsLinkedIn Network Of PublishersGlobal Ad Exchanges

Through Lead Accelerator youre not only nurturing your prospects differently, but youre reaching them wherever they travel online.

Whether a prospect is on LinkedIn, Facebook, or browsing across the Web, you can deliver your sequenced messages, which are also synchronized across each channel delivering a consistent experience for your prospect as they progress through the buyers journey. 20

Increase conversion rates with AutoFillStep 3

Improve quantity and quality of leads through access to LinkedIns professional data Instantly populate lead forms with accurate, LinkedIn professional data Make it easy to fill out forms on mobile with a single click

In the beginning of that process, all you know is that hes part of your target audience. So the first message you send him might be a display ad or Sponsored InMail focused on getting his attention and generating awareness towards your brand or product / service. Hell click the ad and go to your site to learn more.

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Optimize ad creative and nurture stream design through platform-supported A/B testingStep 4Turn on and off creative or swap out creative based on real-time performanceAdjust order of messages, targeting, and nurture streams based on audience interaction, engagement and other performance metrics

In the beginning of that process, all you know is that hes part of your target audience. So the first message you send him might be a display ad or Sponsored InMail focused on getting his attention and generating awareness towards your brand or product / service. Hell click the ad and go to your site to learn more.

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Track metrics including lift in visits, engagement, conversions by nurture path, and more Get clear insight into nurturing effort results via out-of-the-box, full-funnel reportingUse these results to inform how you build out new target segments and nurture streamsMeasure program impact at every stage of the buy process through built-in reportingStep 5

In the beginning of that process, all you know is that hes part of your target audience. So the first message you send him might be a display ad or Sponsored InMail focused on getting his attention and generating awareness towards your brand or product / service. Hell click the ad and go to your site to learn more.

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Ensure success with LaunchPad, hands-on guidance from dedicated B2B marketing expertsEACH LAUNCHPAD INCLUDESBENEFITSOn-site marketing strategy & planningNurture stream development, ad modifications, and launchPost-launch optimization through the first monthLearn best practicesLearn best practices for campaign planning, creative messaging, and optimizing ROI across all segmentsGain expertiseBecome confident in the mechanics of Lead AcceleratorDrive resultsTurn insights and expertise into successful campaigns that will drive conversions and increase funnel velocityWhy is it unique? Because:You make sure youre focusing all your efforts to reach only the right audience. LinkedIn targeting is extremely powerful because its based on rich 1st party profile data, which can be segmented in many different ways. Once you find that audience, you can reach them wherever they are online, across al devices.You are able to maintain an ongoing connection with those people, delivering relevant content based on where they are in their decision process. We know that consumers expect brands to do just that be always helping instead of always selling. With LinkedIn, you can sequence your messages to be delivered at the exact right time to your audience.You can easily and effectively track the impact of your campaigns, be they branding or lead gen oriented, and optimize accordingly to make sure youre always getting the desired results.

24Our customers tell our story better than us

In just three months generated:210 responses from