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Developing the Best B2B Content
for Display and Social Ads
Deanna Lazzaroni
Manager, Global Content Marketing
LinkedIn
Jen Agustin
Group Manager, Marketing
LinkedIn

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• Got a question? Submit it in the Q&A
box.
• Tweet along with #Succeed2015
• Follow us for more: @LinkedInMktg
How to Engage with Us

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Let’s Talk About
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• The B2B Buyer’s Journey
• Understanding Your Prospects’ Needs
• Display, Social, and the Full-Funnel Marketing Approach
• What Works for Display Advertising
• What Works for Paid Social
• Q&A

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Through the
buying cycle
90%
The B2B Buyer’s Journey
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Q: How will this gap be filled?
A: Relevant content via the right channels

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Great Content Starts With Knowing
Your Audience
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Prospects Have Different Content Needs
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To meet their needs, you need to understand:
Know these things, and you’re one step closer to knowing where they are in their
buyer’s journey—and what content they need.
• Who they are
• What they’re doing online and buyer intent

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Mapping Content to the Top Funnel
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Typical top-funnel buyer needs:
• Do I have a business challenge?
• Who can solve my challenge?
• What should I be looking for in a solution?
Education
Evaluation
Proposal
Purchase
AwarenessAwareness
Education
Evaluation
Proposal
Purchase

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Mapping Content to the Top Funnel
Meet top-funnel needs with content that is educational, “ungated,”
and addictively shareable:
• Blogs
• Infographics
• Videos

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Mapping Content to the Middle Funnel
Typical mid-funnel buyer needs:
• I’m ready to start learning about this product/service.
• How does this compare to other products?
• What other companies have used this solution?
Awareness
Education
Evaluation
Proposal
Purchase

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Mapping Content to the Middle Funnel
Mid-funnel content begins to
address specific interests
and questions around the
product/service :
• eBooks
• Webinars
• Demos
• Case Studies

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Mapping Content to the Bottom Funnel
Typical bottom-funnel buyer needs:
• How much does this cost?
• Do I need to get buy-in from others?
• I need customer references to make a decision.
Awareness
Education
Evaluation
Proposal
Purchase

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Mapping Content to the Bottom Funnel
Bottom-funnel content is the
“deal-closer”:
• Evaluation guides
• ROI calculators
• Free trials
• Case Studies

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The Beauty of Full-Funnel Marketing
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Direct-Response Addiction
• Marketers are overfishing in the bottom funnel via SEO, SEM, email
• Relatively few of your prospects are actively on the hunt for a solution
today
• Not enough prospects – impact can’t scale

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Display & Social Ads Impact Every Stage of the
Journey
CONVERT ANONYMOUS
VISITORS
Nurture and convert the 95% of
visitors that leave your website
ENGAGE YOUR
KNOWN PROSPECTS
Engage the 80%+ prospects
who never open your email
GET TO THE RIGHT PEOPLE
Reach with precision the people that
matter most to your business

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Success Story: MyCorporation
Top-Funnel Objective:
Reach target audience at scale
Tactic: Broadly targeted display offering
ungated content

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Success Story: MyCorporation
Mid-Funnel Objective:
Educate, nurture, and build
prospect relationships
Tactic: Targeted display based on
demographic profile and
website visitation patterns

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Success Story: MyCorporation
Bottom-Funnel Objective:
Get users started with the product
Tactic: Incorporate product-oriented offer
with a clear call to action

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MyCorporation: Driving Results from Top to Bottom
4000+ new website
visitors from
display ads
140+% ROI

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Getting to the Right People Via Social Media
GET TO THE RIGHT PEOPLE
Reach with precision the people that
matter most to your business

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Using Sponsored Updates To Deliver Relevant Content
In the feed
7x – the amount of time professionals
are spending with content on LinkedIn
vs. job-related activity
Across devices
Over 45% of total traffic coming from
mobile; 70% clicks from Sponsored
Updates via mobile

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Tactic: Promote Adobe
thought leadership to marketing DMs
Result: After exposure, decision makers
were:
• 50% more likely to agree that “Adobe is
shaping the future of digital marketing”
• 79% more likely to agree that “Adobe
can help me optimize my media spend”
Success Story – Adobe (Brand Awareness)

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Tactic: Promote gated
content offers to marketers
Success Story – HubSpot (Lead Generation)
Result: Delivered 400% more
leads – and higher quality leads –
within target audience than lead
generation efforts on any other
platform

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Offer value to your audience
The Best Sponsored Updates
Give to get: Position your messaging to
demonstrate you want to help
(e.g. “free”, “easily”)
Answer a question for
which they have been
seeking a solution

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Get personal by calling them out
The Best Sponsored Updates (cont.)
Use strong messaging to create a sense of urgency
Get personal: call out “you” or the
specific audience you’re targeting to
help messages connect

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Include a clear call-to-action and visuals
The Best Sponsored Updates (cont.)
Rich media image commands
attention in the feed
Use first-person language and
include a clear call-to-action

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• Case Study Hub:
http://lnkd.in/marketingcasestudies
• LinkedIn Marketing Blog:
http://marketing.linkedin.com/blog/category/linkedin-sponsored-updates/
• New eBook: Featuring six stories of success
More helpful examples of what works on LinkedIn:

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 Create content for your professional audience
 Publish organically via your LinkedIn Company Page
 Amplify to the right people via Sponsored Updates
 Bonus: A/B test using Direct Sponsored Content
 Use Company Page Analytics to track & optimize
 Repeat what works!
Five Steps to Sponsored Updates Success

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A Few Final Thoughts
• Before you write anything, consider who your audience is, what they
care about, and where they are in the buying process.
• Take a full-funnel approach to your content mix.
• Content marketing is not just about content—channels matter, too.
• Deliver value to your audience through relevant content that helps
solve problems.
• Remember – on the other end of your content is a person. Get
personal & make it worth their while.

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©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.