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Questions? Send them via Q&A widget
Recorded? Of course!
Before we get started…
Feedback? Survey will be available at the ...
Demystifying Targeting on LinkedIn
Irina Skripnik
Senior Product Marketing Manager,
LinkedIn
Cassandra Clark
Marketing Man...
Today We’ll Cover…
LinkedIn Targeting
101
Targeting Best
Practices
LinkedIn Marketing
Tactics
ABM on LinkedIn
4
Connect the world’s professionals
to make them more productive
and successful
LinkedIn’s mission
CANADA
11M+
BRAZIL
22M+
EMEA
122M+ SAUDI
ARABIA
1M+
SOUTH
AFRICA
4M+
INDONESIA
4M+
AUSTRALIA
7M+
USA
118M+
UAE
1M+
CHINA
1...
LinkedIn Marketing Solutions Mission
Be the most effective platform
for marketers to engage
with professionals
Influenced by their professional networks
Opinions from their professional peers impact personal buying decision
A profess...
Targeting on LinkedIn 101
Deciphering Profile-based Targeting
Title
Company
Geography
Member
entered or IP
Group
Membership
Company
Following
School...
Danie
Seattle, WA USA
Boston University
COMPANY INDUSTRYSIZE
SCHOOL
LOCATION
JOB
TITLE
SENIORITY
FUNCTION
FIELD OF STUDY
D...
12
Targeting by Function
Inferred from user entered title
User Entered Title (possibly many)
↓
Standardized Title
↓ ↓
Seni...
Influence the Influencer:
• Consider targeting Senior IC as part of your
audience these are the Senior System
Network Engi...
14
Company Size and Company Industry
Member industry is directly inferred from their current experience
Company Entered Na...
Skills Targeting – reach experts in their field
When targeting by skills you are
reaching members who:
• Explicitly added ...
LinkedIn Member Personas
INTERNAL USE ONLY
What are “Member Personas”?
Unique aggregations of targeting facets, which are built based on
member ent...
LinkedIn Member Personas
FINSERV
Finance & Banking Followers,
Mass Affluent, Active Traders,
Credit Card, Finance Follower...
19
Targeting Best Practices
20
ONSITE DISPLAY
Keep your targeting broad. Targeting by industry, function, and/or
seniority provides more scale
A/B tes...
21
• Plan out the timeline of your campaign if you are
going after a niche audience
• Consider refreshing your content if ...
22
• Taylor content to your target audience
• Keep targeting broad at first to understand who
your audience is
• Avoid hyp...
Focus your campaign on both decision makers and influencers
A/B Test Your Audiences & Diversify Your Reach
Power of Account-Based Marketing
(ABM)
The Buying Committee
OperationsFinanceSalesMarketing C-Suite HR
Now all possess budget, purchase authority, and influence ...
Align sales and marketing by seamlessly
engaging influencers and decision makers
across your key accounts with Account
Tar...
Source: LinkedIn data;
Senior Level Decision
Influencers
60MM+
Decision Makers
40MM+
C-level execs
6.8MM+
Opinion Leaders
...
Extending Account-based marketing seamlessly across
devices with SU and Sponsored InMail
29
Align program dollars and resources against priority accounts that are determined
in partnership with your sales team
U...
How we leverage targeting on LinkedIn
LinkedIn Marketing Solutions
Total addressable audience
Any member in the marketing, media
or communication job function
How we deliver relevancy to ou...
#LinkedInMktg
Display Ads Targeting
Leverage display channel to reach broad audiences with top
funnel content and grow audience base with follow company
page ...
#LinkedInMktg
Sponsored Content Targeting
#LinkedInMktg
Leverage targeting for deeper personalization in the feed
Using title and skills targeting to differentiate
between brand and demand generation marketer
Job title = Demand Generati...
Content and targeting strategies must be aligned
Example: Using seniority targeting to speak to topics, trends, and pain p...
#LinkedInMktg
Sponsored InMail Targeting
Delivering relevant content to highly targeted audiences
Job function: marketing, media &
communication
Industry: Computer...
By delivering relevant content to targeted audiences, InMail drove
47% of registration
Using LinkedIn targeting to reach the executive audience
via InMail
Function: Marketing,
Media &
Communication
Company Siz...
#LinkedInMktg
Future Exploration
● Targeting by age
● Targeting by gender
● Exploring relevant member personas
● Account B...
LinkedIn Targeting Best Practices
● Find the balance between scale and relevancy
● Content and Targeting strategies must b...
Guiding Targeting Principles
Influence the Influencer Not All Products are Equal A/B Test and Test Again
Need brand exposu...
©2015 LinkedIn Corporation. All Rights Reserved.
Live Webcast: Demystifying Targeting on LinkedIn
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Live Webcast: Demystifying Targeting on LinkedIn

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With more than 400M members, LinkedIn is home to the world’s largest network of engaged and educated professionals that come to LinkedIn to share, learn, and connect with one another. Discover how you can reach the audiences that matter most to your busines with valuable content and relevant messages.

Join LinkedIn’s in-house marketing experts Irina Skripnik and Cassandra Clark for this 60-minute session, which will provide an insider’s perspective on how to target on LinkedIn.

You'll come away from this webcast with a firm grasp of:

- How LinkedIn targeting works
- Targeting best practices to drive results
- How to achieve your account-based marketing objectives

Publicado en: Marketing
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Live Webcast: Demystifying Targeting on LinkedIn

  1. 1. Questions? Send them via Q&A widget Recorded? Of course! Before we get started… Feedback? Survey will be available at the end of the webinar
  2. 2. Demystifying Targeting on LinkedIn Irina Skripnik Senior Product Marketing Manager, LinkedIn Cassandra Clark Marketing Manager, Demand Generation, LinkedIn
  3. 3. Today We’ll Cover… LinkedIn Targeting 101 Targeting Best Practices LinkedIn Marketing Tactics ABM on LinkedIn
  4. 4. 4 Connect the world’s professionals to make them more productive and successful LinkedIn’s mission
  5. 5. CANADA 11M+ BRAZIL 22M+ EMEA 122M+ SAUDI ARABIA 1M+ SOUTH AFRICA 4M+ INDONESIA 4M+ AUSTRALIA 7M+ USA 118M+ UAE 1M+ CHINA 10M+INDIA 31M+ RUSSIA 5M+
  6. 6. LinkedIn Marketing Solutions Mission Be the most effective platform for marketers to engage with professionals
  7. 7. Influenced by their professional networks Opinions from their professional peers impact personal buying decision A professional audience Brand loyal professionals with more purchasing power than other social platforms In an aspirational mindset Opportunity for marketers to align their brands with member’s professional success Mindset + Context
  8. 8. Targeting on LinkedIn 101
  9. 9. Deciphering Profile-based Targeting Title Company Geography Member entered or IP Group Membership Company Following School Field of Study Graduation Year
  10. 10. Danie Seattle, WA USA Boston University COMPANY INDUSTRYSIZE SCHOOL LOCATION JOB TITLE SENIORITY FUNCTION FIELD OF STUDY DEGREE GRADUATION AGE SKILLS GROUPS IP Communication Bachelor of Science 2011, 25-34 Simply Measured, 51-200, Internet Senior Marketing Manager, Marketing, Senior IC CMA, LEWIS, Social Tools SEO, Social Media, Digital Marketing, Blogging
  11. 11. 12 Targeting by Function Inferred from user entered title User Entered Title (possibly many) ↓ Standardized Title ↓ ↓ Seniority Function Levels of Seniority: Unpaid / Training / Entry IC* / Senior IC* / Manager / Director / VP / CXO / Partner / Owner *Individual contributor (IC) includes highly skilled professionals ex. Engineer, teacher, doctor, lawyer, etc
  12. 12. Influence the Influencer: • Consider targeting Senior IC as part of your audience these are the Senior System Network Engineers, Senior Developers, Accountants, Lawyers, Scientists • You have a much bigger audience that will test products and influence the purchase vs. person signing the contract Owner Partner CXO VP Director Manager Senior Entry Training Unpaid Seniority Targeting •Our most differentiated targeting option Pro tip: Owner/Partner/CXO content should be crafted specifically for this audience
  13. 13. 14 Company Size and Company Industry Member industry is directly inferred from their current experience Company Entered Name  Company Entered Industry  Company Entered # of employees Sample Targeting Facets: Company Name → LinkedIn Company Industry → Internet Company Size → 5,000-10,000 Large companies may span several industries but can only choose one. Spot-check company pages to ensure you are targeting the correct industry.
  14. 14. Skills Targeting – reach experts in their field When targeting by skills you are reaching members who: • Explicitly added their skills into the skills section • Have skills mentioned on their profile text, but not within the explicit skills section • Have inferred skills based on explicit skills and key values they entered
  15. 15. LinkedIn Member Personas
  16. 16. INTERNAL USE ONLY What are “Member Personas”? Unique aggregations of targeting facets, which are built based on member entered data and user behavior • Action or trigger-based (e.g. Job Searchers) • Intent-based (e.g. Opinion Leaders) • Data model-based (e.g. SMB Inferred)
  17. 17. LinkedIn Member Personas FINSERV Finance & Banking Followers, Mass Affluent, Active Traders, Credit Card, Finance Followers, Financial Advisor Network, Fortune 1Ks, Finance Opinion Leaders Regional Outside of Home Country Connections, Canada Dual Language, Ex-Pat Segment, Newcomers to Canada TECH IT Committee, Technology Followers, CI/TO Network General Use Retail Followers, Entrepreneurship & Small Business Followers, SMB Inferred, Young & Upwardly Mobile, Opinion Leaders, Business Travelers, Small Business Growth, Energy Followers, CEO Network, Mobile/Device, Automotive Followers, Freelancers, EDU Education Followers, Students, Higher Ed Followers, Career Starters, Job Searchers, Unemployed Professionals, Career Changers, Bachelors but no Masters, 2-7 Years of experience, 13+ Years of Experience, Undergrad Senior, Veterans, Company Changers
  18. 18. 19 Targeting Best Practices
  19. 19. 20 ONSITE DISPLAY Keep your targeting broad. Targeting by industry, function, and/or seniority provides more scale A/B test your creative and optimize towards best performing option Use company follow adds to increase your follower base and spotlight ads for maximum brand impact to drive leads LinkedIn Display
  20. 20. 21 • Plan out the timeline of your campaign if you are going after a niche audience • Consider refreshing your content if you are targeting the same target audience after 60 days • Taylor your content to your target audience by crafting genuine and interesting content • Consider influencing the influencer and include Senior IC Sponsored InMailSponsored InMail
  21. 21. 22 • Taylor content to your target audience • Keep targeting broad at first to understand who your audience is • Avoid hyper targeted campaigns since they tend to have lower performance and much lower scale • Set up multiple campaigns using the same creative but diversify your targeting: ex. Skills + Seniority, Groups + Function, Titles + Company Size etc. Sponsored Updates
  22. 22. Focus your campaign on both decision makers and influencers A/B Test Your Audiences & Diversify Your Reach
  23. 23. Power of Account-Based Marketing (ABM)
  24. 24. The Buying Committee OperationsFinanceSalesMarketing C-Suite HR Now all possess budget, purchase authority, and influence in buying decisions
  25. 25. Align sales and marketing by seamlessly engaging influencers and decision makers across your key accounts with Account Targeting on LinkedIn
  26. 26. Source: LinkedIn data; Senior Level Decision Influencers 60MM+ Decision Makers 40MM+ C-level execs 6.8MM+ Opinion Leaders 10.7MM+ Match your target account list to over 8MM+ Company Pages on LinkedIn
  27. 27. Extending Account-based marketing seamlessly across devices with SU and Sponsored InMail
  28. 28. 29 Align program dollars and resources against priority accounts that are determined in partnership with your sales team Use Case Why How Audience and reach Accurately target influencers across prospect organization Relevancy Tailor Sponsored Updates and Sponsored InMail campaigns to accounts that matter most Business impact Deliver relevant content that translates into meaningful results Your target audience Define your account list and streamline your focus using LinkedIn profile-based targeting like seniority and job function Your Content Create relevant and valuable content to drive impactful engagement among your key accounts Your Results Measure the effectiveness of your campaigns and optimize your content Re-engagement Re-establish a connection with your lost opportunities through valuable and relevant content Thought leadership Deepen relationships with your current customers and find a voice amongst your target accounts Business results Deliver marketing-influences leads to your sales team
  29. 29. How we leverage targeting on LinkedIn LinkedIn Marketing Solutions
  30. 30. Total addressable audience Any member in the marketing, media or communication job function How we deliver relevancy to our target audience ● Geo targeting ● Title targeting ● Company size targeting ● Skills targeting ● Company targeting ● Industry targeting Segmentation within our addressable audience
  31. 31. #LinkedInMktg Display Ads Targeting
  32. 32. Leverage display channel to reach broad audiences with top funnel content and grow audience base with follow company page ads Job function = marketing, media and communication Seniority = manager+ Company size = 50+ employees
  33. 33. #LinkedInMktg Sponsored Content Targeting
  34. 34. #LinkedInMktg Leverage targeting for deeper personalization in the feed
  35. 35. Using title and skills targeting to differentiate between brand and demand generation marketer Job title = Demand Generation Manager, Digital Marketing, Acquisition Marketing, SEO Marketing, Search Engine Marketing, Marketing Job title = Brand Manager, Brand Marketing Manager, Global Marketing Manager, Director Brand Marketing, etc
  36. 36. Content and targeting strategies must be aligned Example: Using seniority targeting to speak to topics, trends, and pain points specific to their roles. Seniority = entry, manager, senior Seniority = director, VP, CXO, Owner, Partner
  37. 37. #LinkedInMktg Sponsored InMail Targeting
  38. 38. Delivering relevant content to highly targeted audiences Job function: marketing, media & communication Industry: Computer Hardware, Computer Software, Information Technology and Services, Computer and Network Security
  39. 39. By delivering relevant content to targeted audiences, InMail drove 47% of registration
  40. 40. Using LinkedIn targeting to reach the executive audience via InMail Function: Marketing, Media & Communication Company Size: 50+ Seniority: Director, VP, CXO 55% Open Rate
  41. 41. #LinkedInMktg Future Exploration ● Targeting by age ● Targeting by gender ● Exploring relevant member personas ● Account Based Marketing
  42. 42. LinkedIn Targeting Best Practices ● Find the balance between scale and relevancy ● Content and Targeting strategies must be aligned ● Don’t be afraid to experiment and test ● Align campaign goals to channel and targeting strategy
  43. 43. Guiding Targeting Principles Influence the Influencer Not All Products are Equal A/B Test and Test Again Need brand exposure? Consider broader targeting with products that are designed for branding and advocacy Need Leads? Drive net new traffic to your site while staying focused on a more specific targeting audience Want to be granular? Consider products designed for a highly personalized outreach Testing Targeting Facets A/B test to see which audience is engaged • Titles vs. Function + Seniority • Group members + Seniority • Skills & Seniority Testing Creative Use one audiences with multiple creative assets to see what content works best Use a Consistent Measurement Your measurement should align with your campaign goals Define your audience Think members first. Who would find the content relevant? Establish your goals What does success mean for this campaign? Resist temptation to hyper target Hyper targeting significantly reduces your scale and ability to optimize
  44. 44. ©2015 LinkedIn Corporation. All Rights Reserved.

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