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Just to orient you all to our overall mission as a company. Our true north as an organization is centered on helping professionals (like all of you) to connect with other professional to ultimately make you more productive and more successful - in your current roles, and wherever you choose to take your careers. This is really the first order priority that drives our day to day.
More specifically, our mission is to help you and the rest of our 380M+ members 1) network and stay connected with their colleagues, 2) stay informed through all the professionally relevant content shared on LinkedIn, and 3) find that next great career opportunity.
The opportunity for marketers comes very strongly from the second pillar: as our members seek the knowledge that will help them in their jobs and careers, businesses have a critical role to play in providing information that helps our members achieve their objectives.
So, what does our 380M member case look like? It’s a high-quality professional audience with serious scale. We’ll can dive deeper there in terms of the audiences that you care most about but just to give you a sense, we have over 10M Opinion Leaders (a specific segment you can buy) 6M C-Level Execs, 4M IT Decision Makers, and 3M MBA graduates. Great marketing starts with finding the right people, and LinkedIn is the best place for that.
And, our membership is global with tens of millions of highly educated and influential professional audiences engaging in content on the platform in every region around the world.
<This slide highlights how LinkedIn has become a publishing platform, by showing the various Channels through which members engage content>
And, they’re engaging in a ton of content on LinkedIn. LinkedIn has really become, at the core, the definitive professional publishing platform.
A place where members are consuming professional content published on over 7M brand-managed company pages, content shared by over 500 LInkedIn Influencers and 1M publishers, as well as peer to peer sharing through posts to the LinkedIn Feed and Groups. And, with the recent acquisition of Lynda, members are now engaging with professional training content.
So, what does all this mean to you and all the marketers that we support? Let’s now pivot to explore how this professional context and the way members are engaging with content on our platform presents big opportunities for brands.
For starters, we are laser focused on creating a platform that will help you meaningfully engage the people that matter most to your business, so that you’re in position to make the biggest impact on your business...
And, as you know, given the environment in which b2b-focused companies operate today, business success is increasingly tied to marketing being able to make that impact. Here’s why...
We all know that it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s buyers have no shortage of online destinations they can visit to to find information about products, compare prices, get social recommendations and so on.
Against this backdrop, content is playing a huge role in the buying process, making it easier for buyers to be self-sufficient, and that’s why they’re able to make it through most of this journey on their own. On average, people are consuming 10 of those pieces of content before making a purchase.
So what’s the bottom line? To be successful, marketers need to get their brands and the right message and content in front of the right prospects at every stage of the purchase decision if you want to to be in a strong position to shape the outcome. Said another way, relevant content is the key.
But, no big surprise, getting relevant content in front of prospects where and when they need is far easier said than done. Why is that?
First, marketers are challenged to cost-efficiently get their brands and content in front of their target audiences early in the buy process, a challenge underscored by this Nielsen stat that more than 40% of ads are not reaching the right audiences.
Next, even when we do get in front of our prospects -- and even with the big investment most marketing orgs are making in content marketing -- it seems we’re struggling to be relevant, and helpful, with 60-70% of content we’re creating going unread. In fact, this stat from Sirius Decisions uncovered that the most cited reason as to why B2B content goes unread is that it’s irrelevant to the target audience.
Finally, as we drive prospects lower in our funnels, even when we manage to reach the right audiences and drive them to our websites, 95 of 100 visitors are leaving without filling out a web form. So, in the best case, you’re getting a 5% conversions on your site visitors – the average is more like 2 – 3%
This is a pretty sobering snapshot which implies a lot of potential value slipping through our fingers... but it also presents some pretty big opportunities for upside if we can make progress in these areas.
....but it also presents some pretty big opportunities for upside if we can make progress in these areas.
What if you could be sure to reach only the right people and deliver highly relevant content to them in the channels where they’re engaging. By doing so, you’d be better able to drive them to your site or the right destination based on your campaign. Then, what if you could establish an ongoing connection with them and provide them the content they want at the exact right times to help them make their purchase decision?
What if you could eliminate all those leaks and realign the funnel, generating significantly more conversions and opportunities?
<Short Version> This is what we’ve been hard at work solving in LinkedIn Marketing Solutions.
LinkedIn has products that impact every stage of your funnel. We’ve built an end-to-end, full-funnel set of solutions that can help you impact every stage of your funnel. Our platform puts us a unique position to help you
generate awareness and reach more of the right people engaging those audiences until they’re ready to connect with a Sales rep, by delivering the most appropriate content depending on where they are in their buy process
<Extended Version with some product detail> - At the top of the funnel, we have our LinkedIn Display Advertising solutions which will give you two powerful ways to make sure you’re reaching new audiences, that you’re on the radar and building brand with the right audiences: LinkedIn Onsite Display and LinkedIn Network Display.
-As prospects start their journey down your funnel, content marketing plays a huge role in driving prospects from one stage to the next. And, here LinkedIn Sponsored Updates lets you get your content directly in the LinkedIn feed, where you’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared by their professional network.
- And, as you move firmly into the lower half of the funnel where direct response goals reign supreme, Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. You can think about Sponsored InMail as the most direct way to engage your prospects on LinkedIn by delivering targeted, personalized messages right into their LInkedIn inbox.
-Finally, as your other programs have now done their job to reach new prospects and then start driving them down the funnel, LinkedIn Lead Accelerator helps you get to the ultimate goal -- lead conversions, pipeline contribution, customer acquisition by giving you an entirely new way to nurture your prospects….
Thanks Sudeep and hi everyone. Really happy to be here, I’m VERY passionate about Lead Accelerator, and if even just one or two people walk away from this webinar today thinking “wow that sounds like a really interesting and different way of doing things” I’ll feel like today was a success.
So to pick up where Sudeep left, the role of Lead Accelerator in this paradigm, in the marketing funnel, is to help you stay in front of the audiences that you’ve already engaged and deliver more qualified leads to your sales team. It enables you to convert that 95% of prospects that already visited your website but didn’t fill out a form. And to further engage the leads that you may already have in your marketing automation system but reach them beyond email to convert them into customers.
And of course, it gives you the tools to evaluate the impact and effectivess of your programs.
NOW I want to pause here for just a minute to pose a question – if you’re talking to a marketer friend, maybe your CMO, who asks “WHAT MAKES LEAD ACCELERATOR DIFFERENT
For some of you, this might sound like a B2B focused retargeting solution. Another simple way to think about Lead Accelerator is that it is a marketing automation solution for digital media…..where you identify and SEGMENT the audiences you want to reach, and deliver highly releavant ads and content to them which you can sequence over long periods of time, making it easy to engage and convert your high value audiences. Today we’ll also highlight how easy it is to optimize your lead accelerator programs to maximize performance, and measure the impact at every stage of the buy process.
Once you better understand hwo is coming to your website, you can identify and target your highest value audiences based on multiple criteria, including their business demographics, website behavior, or even pull in audiences from your marketing automation system such as Marketo or Eloqua. Once you’ve defined how to segment your audiences, you’re ready to build a program that reaches them over the course of the long b2b buy process.
After you’ve decided how you want to SEGMENT your target audiences, based on their web behavior or other criteria, you upload and create the ads and messaging that will be used to reach these audiences across multiple channels. You can set this up so that as prospects become MORE engaged and reveal their unique interests, the system automatically adjusts which content they will see. I’ll talk about that a bit more in a minute and provide some examples later. But another big differentiating factor of Lead Accelerator, is that you don’t have to worry about setting up bids for different channels, or come in each week and say “Oh I see that the Sponsored Updates inventory is preforming really well I should spend more there – you don’t have worry about this AT ALL, because we’ve written algorthims that automate which channels to optimize towards.
We often use the term NURTURE here, and in case you’re wondering why – we’re trying to speak to that a bit more with this visual here – and the fact that Lead Accelerator was built not for transactional business like selling Jeans, but for longer sales cycles.
So lets talk through an example here.
Suppose you have two key audience segments visiting your website: Prospects that visit your homepage then bounce And prospects that visit the PRODUCT section of your website or a specific product page
BOTH of these audiences are hugely valuable to you, because by visiting your website they’ve raised their hand and indicated that they’re interested in your brand. SO, you want to nurture both of these audiences BUT, you want to nurture them differently
For the homepage visitors – you may want to deliver content that speaks to the value of your brand and products at a higher level, just to help your audience get more familiar with who you are, or provide thought leadership type of offers.
For the product page visitors – these prospects have said OK now I want to get into the weeds a bit more – so you can start providing content that speaks to the value of specific products, maybe how some of your other customers are using them, and do this over a longer period of time.
AND – through Lead Accelerator you’re not only nurturing your prospects differently, but you’re reaching them wherever they travel online.
Whether your prospect is spending time on LinkedIn, Facebook, or browsing across the web, on desktop or mobile, you can deliver your series of messages, SYNCHRONIZED across every channel, to create a CONSISTENT experience for your prospect as they progress through the buyers journey. I should also highlight here that this is the only way to get access to LinkedIn inventory if you’re looking to reach prospects that have previously visited your website.
As we all know, a key milestone for marketers is getting a prospect to raise their hand and fill out a lead form. But the reality is that people are often too busy or hesitant to do so. A common challenge marketers face is trying to find the right balance between keeping their forms short and making it easier for prospects to fill it out, while capturing enough information to be able to qualify and score them as a sales lead.
With LinkedIn AutoFill, which is a feature exclusive to Lead Accelerator, you can make it easy for prospects to fill out a form and convert when they’re ready. The “AutoFill with LinkedIn” button can be placed on any type of lead form on desktop and mobile and with the click of a button will instantly populate the form with their publicly available LinkedIn information. This ultimately leads to improved quantity and quality of leads.
Once you’re up and running with Lead Accelerator, is all about continuing to refine and optimize your program.
With key metrics such as clicks, CTR, post click and post view conversions and more, you can see how your programs are performing and drill down to view performance of specifics ads, channels ad more to see what’s working best. From there you can easily swap out ad creative, modify your targeting, and more. In fact the best customers will even A/B test different ads directly in the platform to see which versions perform better.
Additionally, you get access to our full-funnel reporting suite, which highlights the impact of your marketing efforts at each stage of the buy process and compares the relative engagement of prospects who have seen your ads vs. those that haven’t. As an example, you can see that people who saw ads from this customer not only viewed more pages, but also completed key actions almost 3x more than people who hadn’t seen ads.
As a Lead Accelerator customer, you get access to our LAUNCHPAD program which includes a dedicated B2B marketing expert that will guide you through the onboarding process. Imagine hiring an outside consultant for another tool or software that you’ve purchased – we actually bake this into the Lead Accelerator onboarding experience for you to leave you confident in the mechanics of lead accelerator, knowledgablle about best practices, and to ensure that you’re equipped to independently manage the program.
So with this, you’ll have a dedicated Marketign Automation Consultant, and after the first few weeks of setup, your LinkedIn Account manager will be there to provide ongoing support and ensure your success.
Here’s a sampling of some of the companies that have used Lead Accelerator to transform how they communicate with their prospects. I love highlighting customer success, so I’ll close us out with a few specific examples.
eCornell markets to professionals who are looking to strengthen their skills, maybe to be better at their current job, or because they’re considering a career change. And enrolling in an online course isn’t a decision that’s made over night. One example of eCornell’s messaging strategy was that when a prospect visited their Executive Leadership program page, eCornell delivered a sequence of messages over several weeks which offered more program information and discounts focused specifically on the Executive Leadership program.
Andrew Hickey, their Marketing Director, actually published a post about this on LinkedIn – I’d encourage you to check it out – where he talked about a test that he was running where he compared the performance of Lead Accelerator against a more traditional retargeting platform. Not only were his conversion rates and Cost per lead performing higher, but when it came down to revenue it really spoke to the quality of the leads he’d generated because of the revenue impact which was over 1,000% higher than traditional retargeting.
Workfront is another great example –
Using website navigation, and anonymous visitors’ business demographic data and more, Workfront developed a variety of nurture paths that were customized for different audience segments. For example after visiting (then leaving) the solutions page on Workfronts website, IT professionals would see sequenced waves of display and social ads over a several week period that were very specific to IT and related to its solutions, while other (non-IT) visitors would see different sets of ad creative and calls to action.
Live Webinar: LinkedIn Lead Accelerator Demo
LinkedIn Lead Accelerator
Group Manager, Product Marketing
Product Marketing, Lead Accelerator
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Connect the world’s professionals
to make them more productive
LinkedIn is the business dashboard
for the world’s professionals
Over 400 million members in over 200 countries and territories.
Stay Connected Stay Informed Get Hired
Source: LinkedIn data;
IT Decision Makers
1MM+ posts/wk in Groups
130k/wk Member Posts
7MM+ Company Pages
270k+ Lynda videos
Professional Publishing Platform
LinkedIn Marketing Solutions’ mission
Be the most effective platform
for marketers to engage
Pieces of content
are consumed before
a purchasing decision
Source: Zero Moment of Truth Study, Google
reach out directly
Source: Forrester, “Accelerating Revenue in a Changed Economy”
Influencing the buyer’s journey
of online ads reach the wrong audience*
Content goes unread**
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
products that impact
every stage of your
funnel and get results
The only full-funnel professional platform
Deliver more high-quality leads to your sales teams by engaging
prospects anywhere online with relevant ads and content
LinkedIn Lead Accelerator
Engage the 80% of known prospects who
don’t open your emails.
Evaluate the impact of your nurture
Convert more of the 95% of anonymous web
visitors who don’t provide an email address.
LinkedIn Lead Accelerator
Marketing automation for display and social advertising
Identify the onsite behaviors that
indicate high engagement or
Define the most desirable
Understand the audiences that
have already taken specific
actions on your site or converted
Identify and target your highest-value audiences, both anonymous
Directly upload creative for each
channel to reach target audiences
across display and social
Intelligently engage anonymous
and known prospects beyond the
Lead Accelerator automatically
optimizes delivery of messages to
the right audiences at the right time
Sequence relevant messaging across display and social adsStep 2
Nurture Everyone. Everywhere Online.
LinkedIn Sponsored Updates
Desktop and mobile
Facebook Display Ads
LinkedIn & SlideShare
Global Ad Exchanges
Increase conversion rates with AutoFillStep 3
Improve quantity and quality of
leads through access to
LinkedIn’s professional data
Instantly populate lead forms with
accurate, LinkedIn professional
Make it easy to fill out forms on
mobile with a single click
Optimize ad creative and nurture stream design through platform-
supported A/B testing
Turn on and off creative or swap out creative based on
Adjust order of messages, targeting, and nurture streams
based on audience interaction, engagement and other
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,
Use these results to inform how
you build out new target
segments and nurture streams
Measure program impact at every stage of the buy process through
Ensure success with LaunchPad, hands-on guidance from dedicated
B2B marketing experts
EACH LAUNCHPAD INCLUDES BENEFITS
Marketing strategy & planning
Nurture stream development, ad
modifications, and launch
Post-launch optimization through
the first month
Learn best practices
Learn best practices for campaign
planning, creative messaging, and
optimizing ROI across all segments
Become confident in the mechanics
of Lead Accelerator
Turn insights and expertise into
successful campaigns that will drive
conversions and increase funnel
“As soon as a prospect engages and shows interest in a particular
program, they start receiving sequenced messaging that’s relevant to the
specific program they’ve shown interest in. You can see the impact of this
in the performance and you can see it in the quality of each lead.”
Andrew Hickey, Director of Digital Marketing, eCornell
• Conversion rates were 2x higher than
• Cost per lead was 3x lower than
• Revenue contribution 1,000%+ higher
than traditional retargeting
• Nurtured IT professionals, marketers,
and other enterprise decision makers
with display and social ads
• Generated 640+ leads in just three
• Achieved a cost per lead well below
“Multi-channel nurturing makes sense – the sequencing and personalization
of ads aligns well with the B2B sales cycle.”
Micah Beals, Director, Digital Marketing, Workfront
Want to learn more?