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Using LinkedIn for Lead Generation

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Using LinkedIn for Lead Generation

  1. 1. LIVE WEBINAR Using LinkedIn for Lead Generation
  2. 2. Candace Kim Product Marketing Manager, LinkedIn Mark de Bruijn VP | Head of Marketing EMEA & MEE SAP Hybris Molly Parker Paid Social Account Manager, 3Q Digital Today’s Speakers
  3. 3. 1 2 3 LinkedIn features for lead generation Best practices for targeting, nurturing high-quality leads, and measuring ROI Customer spotlight: How SAP Hybris and Vistage use LinkedIn for lead generation TODAY’S AGENDA
  4. 4. “Content marketing is all the marketing that’s left” SETH GODIN
  5. 5. Content Marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. 5 CONTENT MARKETING INSTITUTE
  6. 6. Our Focus Becomes Too Narrow
  7. 7. How Do We Break Free From The Gate? awareness leads customers strangers subscribers opportunities advocates
  8. 8. How Do We Break Free From The Gate? awareness leads customers strangers subscribers opportunities advocates AUDIENCE MINDSET CONTENT EXAMPLES • Dreams of owning a home, but unsure whether it’s the right time • Wants to buy a home, but unsure what to look for in a mortgage • Has a home in mind and ready to buy a mortgage, but unsure about specific features • [Blog Post] “Top 10 Mistakes Newlyweds Make” • [Infographic] “Should I Rent or Buy?” • [Blog Post] “How to Tell a Good Mortgage from a Bad One” • [Video] “15 vs 30 Year Mortgage: What to Consider” • Mortgage calculator • Online brochure/consult offer
  9. 9. Top Funnel Content Closes Deals CREATORS OF THOUGHT LEADERSHIP BELIEVE: DECISION MAKERS SAID: “It helps us close and win” “Directly led you to decide to give business to a company” 20% 45% 48%C-Suite execs BDMs Source: LinkedIn & Edelman, “How Thought Leadership Impacts B2B Demand Generation
  10. 10. Gated vs. Ungated 37% 75% Of tech buyers are less likely to consider a vendor that gates the first piece of content Of tech buyers are less likely to consider a vendor that gates all content Source: LinkedIn, Nurturing the IT Committee Lead
  12. 12. Source: 2017 DemandWave State of B2B Digital Marketing report Generating quality leads & proving value are the greatest challenges marketers face 56% 16% Deliver quality leads & prove ROI Generating enough leads Producing quality content Securing staff & budget Not sure Other 14% 8% 5%1% WE ASKED MARKETERS What is your biggest digital marketing challenge? 13
  13. 13. Exceed your demand gen objectives with LinkedIn Target Convert Measure Matched Audiences (retargeting, ABM, CRM) 1st party user- identified data Sponsored Content Text Ads Sponsored InMail Lead Gen Forms Insight Tag Conversion Tracking Website Demographics Click & Conversion Demographics 14
  14. 14. Engage your prospects with relevant content in the world’s only professional feed and in premium placements beyondSponsored Content CONVERT Build customer relationships at every stage of the buyer’s journey on mobile, desktop, and tablet. 15
  15. 15. LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business CONVERT 16
  16. 16. LinkedIn Text Ads Generate quality leads with an easy PPC solution CONVERT 17
  17. 17. 18 Optimize your landing page
  18. 18. LinkedIn Lead Gen Forms Capture quality leads using forms that are pre-filled with LinkedIn profile data CONVERT Improve conversion rates on mobile Measure your ROI, including the specific audience segments you’re converting into leads Easily manage your leads: Download from LinkedIn or send to your CRM or marketing automation system 19
  19. 19. A/B test standard campaigns and Lead Gen Form campaigns 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 assetsSales 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 ensure your targeting is locked in
  20. 20. LinkedIn ad targeting options Align your targeting with your lead scoring model Company name Job title Member skills* Field of study Based on skills, endorsements and keywords in profile Company industry Job seniority* Member groups Degrees derived from Job title Company size Job function* Member age* Member schools derived from Job titlederived from Company Page derived from Company Page Derived by using the earliest degree Location Years of experience* Member gender* derived from start year and month of current roles derived from Member name 21
  21. 21. Demographic data from the LinkedIn profile *Target the prospects you care about more by retargeting your website visitors, or matching your email contacts, account lists, marketing automation segments, against the LinkedIn audience Email contact targeting Website retargeting Account targeting Data integrations Our data + your data: Target the people most likely to become qualified leads 22
  22. 22. Reach more people with the LinkedIn Audience Network and Audience Expansion Engage even more qualified prospects and discover new potential customers by activating the Audience Network and Audience Expansion on your campaigns. LinkedIn Audience Network & Audience Expansion TIP 23
  23. 23. BEST PRACTICES 24
  24. 24. Install the LinkedIn Insights Tag Website Retargeting 25 Laptop screen area Conversion Tracking & Auto-Optimization Website Demographics Tips when using the Insights Tag: ● Place the tag in the Global Footer of your site ● Only have one Insights tag on your landing pages to prevent tracking discrepancies ● Need an Image pixel? Reach out to your LinkedIn rep for more info.
  25. 25. Track your post-click activity using the LinkedIn Insights Tag Native Conversion tracking allows you to track both click and view- based conversions directly in the Campaign Manager interface. Set Up Conversion Tracking TIP 26
  26. 26. Conversion Tracking Metrics
  27. 27. Measure leads and conversions from specific audiences: Understand your converting audiences Company name Industry Job function Seniority Geo Company size 28
  28. 28. Use conversion tracking auto-optimization Set your campaigns to optimize toward the highest converting ad Laptop screen area 29 Improve your campaign cost per action through automated bidding
  29. 29. CASE STUDIES 30
  30. 30. Mark de Bruijn VP | Head of Marketing EMEA & MEE SAP Hybris SAP Hybris
  31. 31. CASE STUDY 32 Company SAP Hybris is a business unit of SAP, providing omnichannel customer engagement and commerce solutions. Marketing Objectives Success Metrics Generate qualified leads within key markets in EMEA Primary KPIs include Click-through Rate, Conversion Rate and Cost per Inquiry LinkedIn solutions: • Sponsored Content • Lead Gen Forms for Sponsored Content
  32. 32. CASE STUDY 3xincrease in CVR after incorporating Lead Gen Forms in Sponsored Content campaigns decrease in cost per inquiry, compared to campaigns driving users to 58% 33 61% higher CTR than network benchmarks for Tech advertisers in EMEA
  33. 33. TIPS 34 Localize your content and creative to improve engagement 86% of the localized advertising campaigns outperformed the English campaigns in both click-throughs and conversions Localization is more than just language translation. It’s about customizing your message based on regional and cultural norms. Use Lead Gen Forms to increase conversion rates Lead Gen Forms can get up to 3x better conversion rates than Sponsored Content. If your website or landing pages aren’t optimized for conversion, consider using Lead Gen Forms to capture conversions within the LinkedIn ecosystem. Test multiple ad variations to optimize performance If it can be tested, it can be improved. A/B testing is extremely important to maximizing your efforts and learning what formats, images or messages resonate best with the people who matter to your business.
  34. 34. Vistage ⎮ 3Q Digital Molly Parker Paid Social Account Manager, 3Q Digital
  35. 35. VISTAGE CASE STUDY 36 Company Vistage Worldwide, Inc. is a organization that facilitates private advisory boards for • CEOs • Senior Executives • Business Owners Marketing Objectives Success Metrics Increase volume of qualified leads while maintaining CPL targets. Cost Per Qualified Lead LinkedIn solutions: • Text Ads • Sponsored Content – Lead Gen Forms • Sponsored InMail • Matched Audiences • Conversion Tracking • Lookalike Targeting
  36. 36. VISTAGE TEXT ADS CASE STUDY decrease in cost per qualified lead compared to other ad products with same targeting 24% increase in qualified lead CVR compared to other ad products 51% 37
  37. 37. VISTAGE SPONSORED CONTENT LEAD GEN FORMS CASE STUDY increase in CTR in the duration of the campaign with same targeting and ads 52% improvement in CPL compared to standard Sponsored Content campaigns 47% 38
  38. 38. VISTAGE TIPS Ask for relevant form fields only on lead gen forms 39 Design your landing pages for mobile 80% of engagement with Sponsored Content happens on mobile. Ensure your landing pages are mobile-optimized so you capture as many leads as possible on your site. Run multiple ad products Lead Gen Forms drove 2x better conversion rates than Sponsored Content due to asking only the most important questions needed to qualify a lead. By running multiple ad types we saw over a 2x increase in lead volume Running across multiple ad types allows you to reach more people and increase volume.
  39. 39. 40 PUTTING IT ALL TOGETHER A step-by-step path to demand gen on LinkedIn
  40. 40. TARGET CONVERT MEASURE 1 2 3 4 5 6 Target your ideal customer persona with accurate, profile-based demographic targeting. Target people likely to convert with Matched Audiences to engage people who’ve shown affinity for your brand; for example, website visitors. Publish content relevant to the professional mindset on mobile and desktop by leveraging Sponsored Content, Sponsored InMail, and Text Ads. Seamlessly collect leads using forms pre-filled with quality LinkedIn profile data: On your website with LinkedIn AutoFill, or directly in the LinkedIn app with Lead Gen Forms. Measure lead quality, return on ad spend, conversion rates, new site visitors acquired, and more using built- in campaign lead reporting and conversion tracking. Use campaign and website analytics to optimize your results for even greater impact Iterate and Improve 41
  41. 41. 1 2 3 4 5 Set up your insights tag Set up conversion tracking 42 Ensure you have content for the full funnel Test your landing pages on Try out a Lead Gen Form campaign What can I do today?
  42. 42. THANK YOU
  43. 43. Landing page: Ensure mobile-friendliness Form fields encouraged2-4 Average clicks driven by mobile70% Above the fold 100% TIP 44 Not sure? Test on 3rd party to view rendering across devices