2
Top Strategies for Engaging Business
Audiences with LinkedIn

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How to Engage with Us
​ Sean Callahan
​ Senior Manager, Content Marketing
​ LinkedIn
Moderator

Our Panel
​ Amanda Halle
​ Senior Manager, Marketing
​ LinkedIn
​ Jaslyn Law
​ Integrated Marketing Manager
​ Jive Software
​ Priyank Savla
​ Digital Marketing Manager
​ NetBrain

10
Pieces of content
are consumed before
a purchasing decision
is made
Source: Zero Moment of Truth Study, Google
90%
Before customers
reach out directly
Source: Forrester, “Accelerating Revenue in a Changed Economy”
Influencing the buyer’s journey

Relevant content is the answer.

41%
of online ads reach the wrong audience*
60-70%
Content goes unread**
5%
Fill out a form***
*Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decisions
***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey.
The challenge remains:
​ Reach the right people and convert high quality prospects

Reach only the right people
Deliver highly relevant
content in the right channel
Acquire new customers efficiently
Imagine if the funnel worked like it should

9
Top Strategies: Jive Software
​ Jaslyn Law
​ Integrated Marketing Manager
​ Jive Software

Jive provides communication &
collaboration solutions for
business.
• Social collaboration software that
drives strategic alignment and
employee productivity
• Customer and partner communities
that drive brand affinity, better
service, and lower support costs
10
Jive Helps People Work Better Together

Generally, digital marketers want to
invest the bulk of their limited
marketing dollars where there is
proven ROI.
For B2B, this usually means driving
paid traffic to a landing page whose
content is hidden behind a form, via
channels such as SEM, webinars,
display, content syndication, and
social.
11
Challenge: Transcend Traditional “Lead Gen”
Leads
$$$

Awareness
Knowledge
Conversion
Opportunity: If a prospect isn’t ready
to sign up for a demo or for gated
content, we don’t want to miss the
chance to engage.
• Identify and engage with prospects
at all stages of sales cycle
• Deliver relevant content
• Measure impact of ungated content
12
Nurturing Leads from Awareness to Conversion
Sponsored
Updates
Lead Accelerator
InMail

Awareness
Knowledge
Conversion
13
Nurture Is No Longer Only for E-mail Marketing
Sponsored
Updates
Lead Accelerator
InMail
Ungated Content
Ungated & Gated Content
Gated
content
• LLA mobilizes paid traffic to
ungated content for lead gen
• Multiproduct strategy amplifies
engagement & consequently
conversion
• With LMS, we serve prospects
the right content at the right time

14
Top Strategies: NetBrain
​ Priyank Savla
​ Digital Marketing Manager
​ NetBrain

NetBrain provides an automation
platform for large enterprises.
• Helps engineers document their
network automatically
• Helps enterprises avoid network
outages
15
NetBrain Automates Tedious Network Tasks

16
Marketing Mix
Modern Traditional
Social
Search
Retargeting
Banner Ads
Newsletters
Content
Syndication

Educate Prospects & Generate Quality Leads
17
Campaign Objectives

Education vs. Sign-ups
18
Content Rich Landing Pages

19
Benefits of LinkedIn
• Precise Targeting
• Least Noisy Channel
• 10x Higher CTR Compared to Emails
• Instant User Feedback on Posts
• 40x ROI

20
Top Strategies: LinkedIn
​ Amanda Halle
​ Senior Manager, Marketing
​ LinkedIn

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
The only full-funnel professional platform

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

23
LinkedIn Marketing Solutions uses a multi-Channel
approach to launching new assets
Sales Dev
Email
Lead Accelerator
SEM
Sponsored
Updates
Off platform paid
promotion
Social feeds
LinkedIn Display Webcasts
Asset Landing Page
Channels
Landing page
Sponsored InMail
Blog
LinkedIn Network
Display

Multi-channel approach to all campaign launches
always includes LOL assets Homepage Bouncers
Onsite & Offsite Display

Sponsored Updates & InMail

LinkedIn is the biggest channel for LMS, providing a
consistent flow of leads
Email
25%
LinkedIn
29%
Webcast
11%
Google Paid Search
8%
Blog
7%
Email Nurture
5%
3rd Party Display
4%
Facebook Advertising
3%
Tradeshows
3%
Misc
2% Referral
2%
Organic Search
1%
MQLs

27
Roundtable Topic #1:
The Complexity of the Buyer’s Journey

How does the buyer’s journey impact your marketing?
​ Amanda Halle
​ Senior Manager, Marketing
​ LinkedIn
​ Jaslyn Law
​ Integrated Marketing Manager
​ Jive Software
​ Priyank Savla
​ Digital Marketing Manager
​ NetBrain

29
Roundtable Topic #2:
Reaching Prospects

How do you reach prospects across multiple channels
and devices?
​ Amanda Halle
​ Senior Manager, Marketing
​ LinkedIn
​ Jaslyn Law
​ Integrated Marketing Manager
​ Jive Software
​ Priyank Savla
​ Digital Marketing Manager
​ NetBrain

31
Roundtable Topic #3:
LinkedIn and the Marketing Mix

How are you using LinkedIn Marketing Solutions in an
integrated way?
​ Amanda Halle
​ Senior Manager, Marketing
​ LinkedIn
​ Jaslyn Law
​ Integrated Marketing Manager
​ Jive Software
​ Priyank Savla
​ Digital Marketing Manager
​ NetBrain

33
Roundtable Topic #4:
Building the Right Team

How is your marketing team structured?
​ Amanda Halle
​ Senior Manager, Marketing
​ LinkedIn
​ Jaslyn Law
​ Integrated Marketing Manager
​ Jive Software
​ Priyank Savla
​ Digital Marketing Manager
​ NetBrain

35
Roundtable Topic #5:
Lessons Learned and Plans for the
Future

What are your top successes and lessons learned from
this year?
​ Amanda Halle
​ Senior Manager, Marketing
​ LinkedIn
​ Jaslyn Law
​ Integrated Marketing Manager
​ Jive Software
​ Priyank Savla
​ Digital Marketing Manager
​ NetBrain

37
Q&A
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or texting 94822 to (781) 262-3877.

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