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Masterclass: Advanced Strategies on LinkedIn

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You’ve launched campaigns, A/B tested, and know LinkedIn best practices….now what? Time to take your LinkedIn campaigns to the next level.

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Masterclass: Advanced Strategies on LinkedIn

  1. 1. Advanced Strategies On LinkedIn
  2. 2. Amanda Green Carissa Perault Your Presenters
  3. 3. You’ve Launched Campaigns, A/B Tested, and Know LinkedIn Best Practices….
  4. 4. Now What?
  5. 5. Time to Take Your LinkedIn Campaigns to the Next Level
  6. 6. Agenda The Next Step in Targeting: Matched Audiences ↓ The Next Step in Strategy: Marrying Sales + Marketing ↓ The Next Step in Reach: Pairing Products for Impact ↓ The Next Step for Product Enhancements: Account Signals on When to Use Advanced Features ↓ The Next Step for LinkedIn: Product Roadmap
  7. 7. Matched Audiences
  8. 8. Matched Audiences Overview What Targeting Functionality Exists with the Release of Matched Audiences within Campaign Manager
  9. 9. Matched Audiences Overview What Targeting Functionality Exists with the Release of Matched Audiences within Campaign Manager
  10. 10. ABM & Contact List Upload Demo?
  11. 11. Matched Audiences Overview What Targeting Functionality Exists with the Release of Matched Audiences within Campaign Manager
  12. 12. Contact Targeting Using Data Integrations How to Set Up Within Campaign Manager
  13. 13. Noteworthy Items: For larger lists, it may take up to 24hrs for the lists to appear The lists will automatically sync to your contact management platform (within 24hrs) List must hit 300 people before it can be used as a targetable segment We integrate with Marketo, Eloqua, and Liveramp
  14. 14. Questions?
  15. 15. Contact Targeting Using Data Integrations Use Cases & How to Measure Success
  16. 16. Use Cases Content How to Measure Unresponsive or Suspect Contacts (hasn’t opened email in 6-9mos) Promote light ungated content; repurpose our top performing blog articles and run on Sponsored Content. Engagement or Movement within Pipeline (Marketo Interesting Moments or Eloqua Digital Body Language)
  17. 17. Use Cases Content How to Measure Unresponsive or Suspect Contacts (hasn’t opened email in 6-9mos) Promote light ungated content; repurpose our top performing blog articles and run on Sponsored Content. Engagement or Movement within Pipeline (Marketo Interesting Moments or Eloqua Digital Body Language) Marketing or Sales Qualified Leads Overview of the product or platform, product examples, testimonials and case studies Opportunity Creation
  18. 18. Use Cases Content How to Measure Unresponsive or Suspect Contacts (hasn’t opened email in 6-9mos) Promote light ungated content; repurpose our top performing blog articles and run on Sponsored Content. Engagement or Movement within Pipeline (Marketo Interesting Moments or Eloqua Digital Body Language) Marketing or Sales Qualified Leads Overview of the product or platform, product examples, testimonials and case studies Opportunity Creation Contacts in Pipeline Promote a guide on specific features Movement in Pipeline (i.e. Exploration Opp to Proposal or Closed Won)
  19. 19. Use Cases Content How to Measure Unresponsive or Suspect Contacts (hasn’t opened email in 6-9mos) Promote light ungated content; repurpose our top performing blog articles and run on Sponsored Content. Engagement or Movement within Pipeline (Marketo Interesting Moments or Eloqua Digital Body Language) Marketing or Sales Qualified Leads Overview of the product or platform, product examples, testimonials and case studies Opportunity Creation Contacts in Pipeline Promote a guide on specific features Movement in Pipeline (i.e. Exploration Opp to Proposal or Closed Won) New Customers / High Value Customers/ Upsell Opportunities Product How-To’s, Case Studies, Product Releases or Industry News that relates back to value prop Reduced Churn / Upsell & Renewal Rate (Retention Marketing)
  20. 20. Use Cases Content Unresponsive or Suspect Contacts (hasn’t opened email in 6-9mos) Promote light ungated content; we repurpose our top performing blog articles and run on Sponsored Content. Marketing or Sales Qualified Leads Promote Sophisticated Marketer’s Guide - overview of the platform, product examples, testimonials and case studies Contacts in Pipeline Promote a guide on specific LinkedIn features - highlighting the power of LinkedIn targeting New Customers / High Value Customers/ Upsell Opportunities Product How-To’s, Case Studies, Product Releases or Industry News that relates back to value prop
  21. 21. Use Cases Content Unresponsive or Suspect Contacts (hasn’t opened email in 6-9mos) Promote light ungated content; we repurpose our top performing blog articles and run on Sponsored Content. Marketing or Sales Qualified Leads Promote Sophisticated Marketer’s Guide - overview of the platform, product examples, testimonials and case studies Contacts in Pipeline Promote a guide on specific LinkedIn features - highlighting the power of LinkedIn targeting New Customers / High Value Customers/ Upsell Opportunities Product How-To’s, Case Studies, Product Releases or Industry News that relates back to value prop
  22. 22. Use Cases Content Unresponsive or Suspect Contacts (hasn’t opened email in 6-9mos) Promote light ungated content; we repurpose our top performing blog articles and run on Sponsored Content. Marketing or Sales Qualified Leads Promote Sophisticated Marketer’s Guide - overview of the platform, product examples, testimonials and case studies Contacts in Pipeline Promote a guide on specific LinkedIn features - highlighting the power of LinkedIn targeting New Customers / High Value Customers/ Upsell Opportunities Product How-To’s, Case Studies, Product Releases or Industry News that relates back to value prop
  23. 23. Use Cases Content Unresponsive or Suspect Contacts (hasn’t opened email in 6-9mos) Promote light ungated content; we repurpose our top performing blog articles and run on Sponsored Content. Marketing or Sales Qualified Leads Promote Sophisticated Marketer’s Guide - overview of the platform, product examples, testimonials and case studies Contacts in Pipeline Promote a guide on specific LinkedIn features - highlighting the power of LinkedIn targeting New Customers / High Value Customers/ Upsell Opportunities Product How-To’s, Case Studies, Product Releases or Industry News that relates back to value prop
  24. 24. Noteworthy Items: Need to have content that is tailored to the customer base you are bringing over Need to be prepared to measure traction and movement within your Contact Management Platform (cpc, cpl, or mql measurement doesn’t truly measure success here)
  25. 25. Questions?
  26. 26. Leveraging Lists for Exclusions Using Existing Data to Tailor Who You’re Messaging
  27. 27. Contact Management Platforms (Known Prospects or Customers) Email Lists (Known Prospects or Customers) Retargeting Pools (Engaged Audience) We Have the Data... Website Converters (Engaged Audience) Account Lists (Prospect Accounts OR Competitors OR Clients)
  28. 28. Use Cases Content Demographic Targeting [EXCLUDING] Known or Engaged Prospects High Level Content, Introductory Assets, Value Prop/Industry News Retargeting [EXCLUDING] Current Clients Educational pieces, Product Options/Demos, Case Studies Retargeting or Demographic Targeting [EXCLUDING] Competitor List Same As Above (ensures you are not wasting impressions or sharing your content strategy) ...Now Lets Use It!
  29. 29. Balancing Accuracy with Scale Appropriately Integrate Matched Audiences with Your Strategy
  30. 30. DON’T [go too niche]
  31. 31. DON’T [Mix Remarketing with outside Lists] These Two Features will ‘AND’ not ‘OR’
  32. 32. DO [Have a Balanced Strategy] Robust and Accurate Targeting...that’s Balanced
  33. 33. It’s an Art not a Science Test What Works Best to Achieve Your Marketing Goals
  34. 34. EXAMPLE Let’s Say You Want to Target IT Decision Makers....
  35. 35. EXAMPLE It Works...But is it the Best? BASIC
  36. 36. EXAMPLE Let’s Get Robust FA=IT, Director+ in North America IT Decision Makers
  37. 37. EXAMPLE Measure FA=IT, Director+ in North America Site Retargeting IT Decision Makers
  38. 38. EXAMPLE Measure FA=IT, Director+ in North America Site Retargeting ABM List from Field Team IT Decision Makers
  39. 39. EXAMPLE Measure FA=IT, Director+ in North America IT Groups with Manager+ Site Retargeting ABM List from Field Team IT Decision Makers
  40. 40. EXAMPLE Measure FA=IT, Director+ in North America IT Groups with Manager+ Marketo Contacts in Pipeline Site Retargeting ABM List from Field Team IT Decision Makers
  41. 41. EXAMPLE Measure FA=IT, Director+ in North America IT Groups with Manager+ Marketo Contacts in Pipeline Site Retargeting ABM List from Field Team IT Skills with Manager+ Layer IT Decision Makers
  42. 42. EXAMPLE Measure FA=IT, Director+ in North America IT Groups with Manager+ Marketo Contacts in Pipeline Site Retargeting ABM List from Field Team IT Skills with Manager+ Layer IT Decision Makers CPL: $68 CPL: $92 CPL: $212 CPL: $44 CPL: $84 CPL: $198 (but seeing strong traction with movement from 25% to proposal stage)
  43. 43. EXAMPLE Measure FA=IT, Director+ in North America IT Groups with Manager+ Marketo Contacts in Pipeline Site Retargeting ABM List from Field Team IT Skills with Manager+ Layer IT Decision Makers CPL: $68 CPL: $92 CPL: $212 CPL: $44 CPL: $84 CPL: $198 (but seeing strong traction with movement from 25% to proposal stage)
  44. 44. Questions?
  45. 45. Break
  46. 46. Sales + Marketing: Better Together
  47. 47. Sales + Marketing Working Together ….it’s a Trending Topic
  48. 48. Marrying Sales + Marketing On LinkedIn How To Guide
  49. 49. The Challenge LinkedIn Campaigns are bringing in leads to your inbound sales teams, but not converting to Sales Accepted leads (i.e. High Volume but Low Quality) Marrying Sales + Marketing On LinkedIn
  50. 50. The Challenge You are having trouble with scaling campaigns that are targeting your decision maker Marrying Sales + Marketing On LinkedIn
  51. 51. The Solution Identify Gaps between your Saved Leads and Target Audiences. Then adjust your marketing efforts to align with sales to increase traction and/or expand scale Marrying Sales + Marketing On LinkedIn
  52. 52. How? Sales Navigator Audience Audit
  53. 53. Your Sales Team is heavily focused on the below Industries
  54. 54. Your Marketing Aligns Well With the Top Three Industries
  55. 55. But There is Room for Improvement Among Other Industries Retail Professional Services Government
  56. 56. ● Streamline alignment between marketing and sales at Genesys ● (ABM), expanding the company’s database of contacts within both existing customer accounts as well as with new key clients identified by sales ● Leveraged thought-leadership content – including partnered-reports from Forrester and Gartner, as well as e-books and playbooks– the team worked to educate their audience and generate top-of-funnel leads ● Bhavisha Oza, Director of Digital Marketing, “You need a critical mass – even for ABM, you can’t target 1,000 companies and expect your campaign to deliver optimal cost per acquisition (CPA). The smaller your list is, the higher your CPA gets.”
  57. 57. Challenge ● Develop an effective ABM strategy ● Fine-tune specific target audience Solution ● LinkedIn Sponsored Content Results ● 60% net new Marketing Captured Leads ● 0.43% CTR for IT target audience ● 0.47% CTR for support target audience ● 2.7% average conversion rate; 4% conversation rate for top-performing offer
  58. 58. Questions?
  59. 59. Pairing Products for Impact
  60. 60. Product Pairing for Event Based Content Sponsored Content + InMail
  61. 61. Sponsored Content + InMail Sponsored InMail open rates are 128% higher if users are exposed to Sponsored Content first
  62. 62. Product Pairing for Evergreen Content Sponsored Content + Text Ads
  63. 63. Metric Sponsored Content Alone Text Ads Conversions 581 405 Conversion Rate 0.35% 40% Cost Per Conversion $467.73 $25.64 Investment $300k/qtr $10k/qtr Product Pairing for Evergreen Content Tech Company (Security) | 500 Employees | Privately Held
  64. 64. Product Pairing for Evergreen Content Tech Company (Security) | 500 Employees | Privately Held
  65. 65. SnapCap is an online lending platform that specializes in offering loans to small business owners who are under-served by banks or who may not have access to capital.
  66. 66. Questions?
  67. 67. Advanced Features & When to Use
  68. 68. With all of the recent enhancements to LinkedIn Ads, how do I know what’s right for me?
  69. 69. Lead Gen Forms
  70. 70. Lead Gen Forms What You’re Trying to Improve KPI Will Lead Gen Forms Help? Conversion Rate CPL Yes, by removing the friction of conversions on mobile devices
  71. 71. Lead Gen Forms What You’re Trying to Improve KPI Will Lead Gen Forms Help? Conversion Rate CPL Yes, by removing the friction of conversions on mobile devices Marketing Qualified Leads MQL Yes, IF what is hindering the movement to MQL or SQL is the need for prospects to download more assets or certain assets (demos, free trial etc.) Sales Qualified Leads SQL
  72. 72. Lead Gen Forms What You’re Trying to Improve KPI Will Lead Gen Forms Help? Conversion Rate CPL Yes, by removing the friction of conversions on mobile devices Marketing Qualified Leads MQL Yes, IF what is hindering the movement to MQL or SQL is the need for prospects to download more assets or certain assets (demos, free trial etc.) Sales Qualified Leads SQL Opportunity Creation # Of Opps Touched by LI, or end ROI of LI Not Directly. May be useful to include within your strategy, but pay close attention to lead quality, and ensuring your targeting is locked in
  73. 73. Noteworthy Items: Lead Gen forms are only on mobile at this time Help to reduce the friction of a conversion on mobile Will help if your main issues are at the point of conversion, but will not be an immediate fix for quality issues that are surrounding MQL/SQL, or overall ROI
  74. 74. Matched Audiences Best Practices
  75. 75. Matched Audiences - Retargeting Lists A few things to remember Running general brand/Direct response content in addition to Retargeting is the best way to acquire the most relevant volume If the retargeting list is limited, consider expanding your general targets to avoid limiting the scale Retargeting audiences must be at least 300 members in order to start serving impressions
  76. 76. Matched Audiences - Account Lists A few things to remember Target influencers or decision makers for optimal response rates. Larger lists will likely have better match rates. We recommend at least 1,000 companies per list Use a CSV file format using only company names in the first column. • Check spelling to ensure the matching process is as fast as possible. • Avoid using special characters, URLs. • Remove all formatting for optimal match rates. • companyname Avoid hyper-targeting; it could limit scale and delivery of your campaign. This includes: • Uploading too small a list of companies or • Layering too many targeting criteria in addition to the account list.
  77. 77. Matched Audiences - Email Lists A few things to remember Use a CSV file format using only email addresses in the first column. • Check spelling to ensure the matching process is as fast as possible. • Remove all formatting for optimal match rates. • Ensure the first row says: email Avoid hyper-targeting; it could limit scale and delivery of your campaign. This includes: • Uploading too small a list of contacts, or • Layering too many targeting criteria in addition to the account list. Target influencers or decision makers for optimal response rates. Larger lists will likely have better match rates. We recommend at least 10,000 contacts in your lists
  78. 78. Questions?
  79. 79. Product Roadmap
  80. 80. Appendix
  81. 81. Conversion Tracking
  82. 82. Why conversion tracking for LinkedIn ads? Track all of your conversions right in Campaign Manager Record leads from your LinkedIn campaigns across desktop and mobile, whether members convert after clicking on—or even just viewing—your ads. Understand your ROI Measure the true value you’re getting from your Sponsored Content and Text Ads campaigns, including return on ad spend, conversion rate, cost per conversion, and more. Optimize for the results that matter most See which specific ads, audiences, and offers are driving conversions for your business. Use this data to improve your campaigns at every stage.
  83. 83. Conversion tracking defined A conversion is an action that a member takes, like filling out a webinar registration form or downloading a white paper. Conversion tracking is the ability to measure conversions and then attribute it back to the source that provided the initial click or view. By tracking these conversions, you can more easily gauge the ROI of your campaigns. 1 A prospect clicks on or views an ad 2 Prospect lands on your site and submits a form. 3 Prospect lands on “Thank You” page, gets counted as Conversion. Thank You! Your download should start automatically. If not, click here. 4 Prospect is registered as a conversion in your LinkedIn campaign reporting. +1
  84. 84. Get started with LinkedIn conversion tracking

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