Live Webinar: What You Need to Succeed with Marketing on LinkedIn

1. #LinkedInMktg  Keith Richey  Director, Global Marketing  July 7, 2015 What you need to succeed with marketing on LinkedIn

2. #LinkedInMktg New keys to success Our team’s approach Buyer evolution

3. #LinkedInMktg It’s a challenging world Before customers reach out directly* Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

4. #LinkedInMktg It’s a challenging world Pieces of content are consumed before a purchasing decision is made** Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google

5. #LinkedInMktg  Increase targeted reach and quality conversions 5 The challenge: Fill out a form* Open emails** 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, 2013

6. #LinkedInMktg 6 Imagine if the funnel worked like it should Reach only the right people Deliver highly relevant and helpful content Tailor your message based on where they are in the decision process

7. #LinkedInMktg 7 The only full-funnel professional platform Onsite Display Network DisplaySponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results

9. #LinkedInMktg Nurture Deliver helpful content at the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics 9 3 keys to more effective marketing Reach Reach the right people with accurate targeting

10. #LinkedInMktg 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 32M 364M+ Professionals join daily

11. #LinkedInMktg Connections Company Industry Size Name GenderEducation Geo Groups Standardized job titles SeniorityFunction Occupation

12. #LinkedInMktg 12 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

13. #LinkedInMktg •  Target LinkedIn members with accuracy to drive brand objectives •  Engage your audience in a high quality professional context •  Deploy a variety of formats from IAB standard formats to highly engaging native ads such as Spotlight Ads and Follow Company Ads  Reach and engage more than 300M professionals LinkedIn Onsite Display

14. #LinkedInMktg •  Target professionals who live in target cities along key routes •  Identify members who belong to LinkedIn groups related to business travel in Asia Approach: “We knew we needed to advertise where business people – and especially the business travelers – are going to be. They’re on LinkedIn.” Dennis Owen VP Marketing Americas, Cathay Pacific Airways #LinkedInMktg

15. #LinkedInMktg •  Target professionals with accuracy and scale across the web •  Reach your audience with frequency to increase awareness and engagement •  Engage prospects on LinkedIn, business publisher sites, and beyond •  Measure the impact of your programs with full funnel analytics  Reach the right professionals wherever they travel LinkedIn Network Display

16. #LinkedInMktg OpenDNS reached, nurtured, and converted IT decision makers with LinkedIn Network Display and Lead Accelerator. •  Drove more than 9,400 new website visits from IT pros •  Increased engagement: 140% increase in page views per visitor; 64% increase in visits per visitor •  Generated 280+ new leads Results: #LinkedInMktg

17. #LinkedInMktg  Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates

18. #LinkedInMktg Adobe shaped brand perception among marketing decision makers with Sponsored Updates •  50% more likely to agree that “Adobe is shaping the future of digital marketing” •  2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention” •  79% more likely to agree that “Adobe can help me optimize my media spend” Results: #LinkedInMktg

19. #LinkedInMktg •  38% more leads than other social channels •  65% lower cost per lead than other social channels Results: “Sponsored Updates were a natural fit for us because members are looking to expand their knowledge base -- we could provide each of our target audiences content that addresses their unique business needs.” Lauren Pedigo Digital Marketing Manager, Kinvey #LinkedInMktg

20. #LinkedInMktg With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control

21. #LinkedInMktg Test and optimize your reach to the right audience with the right message 66%higher CTR

22. #LinkedInMktg  Drive more leads and get the attention of your highest-value audiences on LinkedIn with targeted messages delivered right to their inboxes   LinkedIn Sponsored InMail

23. #LinkedInMktg •  48% open rate •  11x higher response rates vs internal email •  73% lower cost per lead than competitor Results: “With Sponsored InMail, we hit a 48% open rate. Compared to our internal efforts, our Sponsored InMail response rates were 11x better.” Brett Chester VP of Online Marketing, Replicon #LinkedInMktg

24. #LinkedInMktg DISPLAY AD •  Convert the 95% of anonymous web visitors who don’t provide an email addresses •  Engage the 80% of known prospects who don’t open your email •  Evaluate the impact of your nurture programs  Deliver more high quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content LinkedIn Lead Accelerator 2 4 John Smith DISPLAY AD #1 SU #1 #1

25. #LinkedInMktg LinkedIn Lead Accelerator Marketing automation for display and social advertising

26. #LinkedInMktg “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 Results: •  Conversion rates are 2x higher than normal marketing campaigns •  Conversion rates from their Sponsored Updates nurture streams specifically were 4x higher than normal marketing campaigns •  Cost per lead is 3x lower than what they’ve seen through traditional retargeting Nurture Stream: Visitors to Executive Leadership Certification Page Sponsored Updates Facebook News Feed Display #LinkedInMktg

27. #LinkedInMktg “We can reach prospects anywhere online and make every interaction with them more personal and relevant throughout the buyer’s journey.” Eric Hansen Director of Demand Generation, Cetera Financial Group Results: •  Drove over 900 new website visits from finance professionals •  Increased page views by 27% from visitors that were nurtured with display and social ads •  Generated nearly $1 million in new business #LinkedInMktg

28. #LinkedInMktg 28 Onsite Display Network DisplaySponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results

29. #LinkedInMktg Nurture Deliver helpful content at the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics 29 Reach Reach the right people with accurate targeting 3 keys to more effective marketing

31. #LinkedInMktg Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT

32. #LinkedInMktg Not more content, more relevant content

33. #LinkedInMktg The visual is the new headline!

34. #LinkedInMktg Big Rock content fuels performance

35. #LinkedInMktg 35 Extend the mileage with ‘turkey slices’

36. #LinkedInMktg Driving leads with content MQL Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes

37. #LinkedInMktg Blog: Focus on relevance, variety, frequency

38. #LinkedInMktg  The blogging food groups  A steady diet of quality content for your blog Monday Tuesday Wednesday Thursday Friday Saturday Spinach Raisin Bran Chocolate Cake Roast Tabasco Spinach

39. #LinkedInMktg Measurement for Success: •  Quality Traffic •  Engagement •  MQLs •  Pipeline Content success metrics

40. #LinkedInMktg LinkedIn Showcase Page as key content hub

41. #LinkedInMktg §  Customer engagement §  Quality traffic §  High quality leads – 30% of leads in any quarter Sponsored Updates drive results

42. #LinkedInMktg Targeted InMails complement the feed with even more personal communication

43. #LinkedInMktg Our Lead Accelerator streams Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates Week1Week3Week2

44. #LinkedInMktg Full-funnel marketing drives results  47%  % of total inquiries driven by social YTD 24x Increase in organic blog visitors YoY 6x  Organic LMS website visits growth YOY  35%  % of new customer acquisition sourced by marketing

45. #LinkedInMktg Nurture Deliver helpful content at the right time, based on who they are and what matters to them Measure Track branding and direct response impact with simple yet powerful analytics 45 Drive more effective marketing Reach Reach the right people with accurate targeting

46. #LinkedInMktg

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