Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
#LinkedInMktg
​ Keith Richey
​ Director, Global Marketing
​ December 9, 2015
Get more out of LinkedIn marketing
with tips ...
#LinkedInMktg
2
How to Engage with Us
§  Got a question? Submit it in the Webex Q&A box
§  Recorded? Of course!
§  Feed...
#LinkedInMktg
3
§  Generate awareness
§  Build thought leadership
§  Launch a product
§  Drive leads
§  Promote an ev...
#LinkedInMktg
Evolution of LinkedIn
#LinkedInMktg
5
#LinkedInMktg
2010
#LinkedInMktg
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
32M
400M+
Professionals
join daily
#LinkedInMktg
Peers
1MM+ posts/wk in Groups
130k/wk Member Posts
News
2MM+ Publishers
LinkedIn Pulse
Brands
7MM+ Company P...
#LinkedInMktg
2015
#LinkedInMktg
10Pieces of content
are consumed before
a purchasing decision
is made
90%Before customers
reach out directly...
#LinkedInMktg
Relevant content is the answer.
#LinkedInMktg
Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics
& r...
#LinkedInMktg
Measurement for Success:
•  Quality Traffic
•  Engagement
•  MQLs
•  Pipeline
Success metrics
#LinkedInMktg
14
§  Generate awareness
§  Build thought leadership
§  Launch a product
§  Drive leads
§  Promote an e...
#LinkedInMktg
15
§  Generate awareness
§  Build thought leadership
§  Launch a product
§  Drive leads
§  Promote an e...
#LinkedInMktg
•  Reach quality new audiences
Objective – Brand Awareness
#LinkedInMktg
•  Target LinkedIn members with accuracy to drive
brand objectives
•  Engage your audience in a high quality...
#LinkedInMktg
•  Target professionals with accuracy and scale
across the web
•  Reach your audience with frequency
•  Enga...
#LinkedInMktg
19
Drive Awareness for LinkedIn Marketing Solutions
§  Reach across the
web
§  All IAB ad units for
maximu...
#LinkedInMktg
20
§  Generate awareness
§  Build thought leadership
§  Launch a product
§  Drive leads
§  Promote an e...
#LinkedInMktg
Content is core
EVENTS
CAMPAIGNS
SOCIAL +
ONLINE
CONTENT
#LinkedInMktg
Not more content, more relevant content
#LinkedInMktg
The visual is the new headline!	
  
#LinkedInMktg
Big Rock content fuels performance
#LinkedInMktg
2
Extend the mileage with ‘turkey slices’
#LinkedInMktg
LinkedIn Showcase Page is a key content hub
#LinkedInMktg
§  High engagement
§  Quality traffic
§  High quality leads
Sponsored Updates drive results
#LinkedInMktg
​ Deliver rich content in the LinkedIn feed across all devices
LinkedIn Sponsored Updates
#LinkedInMktg
Sponsored Updates + Onsite Display = more leads
#LinkedInMktg
Sponsored Updates best practices
3
•  Visual is the new headline
•  Keep it short & sweet
•  Snackable stats...
#LinkedInMktg
31
§  Generate awareness
§  Build thought leadership
§  Launch a product
§  Drive leads
§  Promote an e...
#LinkedInMktg
Multi-channel approach to launching Lead Accelerator
SalesDev
Email
Lead Accelerator
Sponsored Updates Socia...
#LinkedInMktg
With Direct Sponsored Content, reach your target audience
without publishing on your Company Page
Personaliz...
#LinkedInMktg
#LinkedInMktg
Week 1: Funnel vs Marketer Photo
#LinkedInMktg
#LinkedInMktg
A/B testing for creative optimization
#LinkedInMktg
36
§  Generate awareness
§  Build thought leadership
§  Launch a product
§  Drive leads
§  Promote an e...
#LinkedInMktg
Driving leads with content
MQL
Lead Capture
No Yes
RevenueSales
SDR
Sales Qualified?
BIG ROCK
(Gated)
Nurtur...
#LinkedInMktg
#LinkedInMktg
#LinkedInMktg
DISPLAY AD
•  Convert the 95% of web visitors who don’t
provide email
•  Engage the 80% of known prospects w...
#LinkedInMktg
LinkedIn Lead Accelerator
Marketing automation for display and social advertising
#LinkedInMktg
Our Lead Accelerator streams
Homepage Bouncers“Engaged”
Lead
Accelerator
Sponsored Updates
Week 1
Week 3
Wee...
#LinkedInMktg
What makes a good Display Ad?
Lead Accelerator
1,395 Impressions per Actions
Clear with the title of the web...
#LinkedInMktg
What makes a good Display Ad?
Lead Accelerator
13,126 Impressions per Actions 7,521 Impressions per Actions
...
#LinkedInMktg
44
§  Generate awareness
§  Build thought leadership
§  Launch a product
§  Drive leads
§  Promote an e...
#LinkedInMktg
Sponsored InMail is a great way to expand the
reach of your campaigns
•  Campaign:
o  FinanceConnect Live St...
#LinkedInMktg
​ Drive more leads and get the attention of your highest-value audiences
on LinkedIn with targeted messages ...
#LinkedInMktg
Sponsored InMail delivers a big registration boost
24.61% Open Rate
0.74% CTR
41.75% Open Rate
8.71% CTR
Tra...
#LinkedInMktg
4
Sponsored InMail Drove 47% of Registrations
#LinkedInMktg
Measurement for Success:
•  Quality Traffic
•  Engagement
•  MQLs
•  Pipeline
Success metrics
#LinkedInMktg
Measurement for Success:
•  Quality Traffic – 72% Manager+
•  Engagement – 24X blog visitors YOY
•  MQLs – 7...
Próxima SlideShare
Cargando en…5
×

Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

2.535 visualizaciones

Publicado el

Interested in fueling even better results with marketing on LinkedIn? Here’s your chance to hear firsthand how the LinkedIn marketing team achieves success. I’ll share our secrets and best practices that you can implement immediately.

Enhance your marketing as you learn how we harness the power of LinkedIn to:

-Build awareness and shift perception among the right target audiences
-Demonstrate thought leadership
-Nurture prospects with content until they are ready to buy
-Drive more qualified leads faster than ever before

Publicado en: Marketing
  • Sé el primero en comentar

Webinar: Get More Out of LinkedIn Marketing with Tips from Our Team

  1. 1. #LinkedInMktg ​ Keith Richey ​ Director, Global Marketing ​ December 9, 2015 Get more out of LinkedIn marketing with tips from our team
  2. 2. #LinkedInMktg 2 How to Engage with Us §  Got a question? Submit it in the Webex Q&A box §  Recorded? Of course! §  Feedback? Survey will be available at the end of the Webinar §  Follow us: §  Twitter: @LinkedInMktg §  LinkedIn www.linkedin.com/company/linkedin-marketing-solutions
  3. 3. #LinkedInMktg 3 §  Generate awareness §  Build thought leadership §  Launch a product §  Drive leads §  Promote an event
  4. 4. #LinkedInMktg Evolution of LinkedIn
  5. 5. #LinkedInMktg 5
  6. 6. #LinkedInMktg 2010
  7. 7. #LinkedInMktg 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 32M 400M+ Professionals join daily
  8. 8. #LinkedInMktg Peers 1MM+ posts/wk in Groups 130k/wk Member Posts News 2MM+ Publishers LinkedIn Pulse Brands 7MM+ Company Pages Company Updates 18MM+ Slideshares Elevate Education 270k+ Lynda videos Professional Publishing Platform Thought Leaders 500+ Influencers
  9. 9. #LinkedInMktg 2015
  10. 10. #LinkedInMktg 10Pieces of content are consumed before a purchasing decision is made 90%Before customers reach out directly It’s a challenging world Source: Forrester, “Accelerating Revenue in a Changed Economy” Source: Zero Moment of Truth Study, Google
  11. 11. #LinkedInMktg Relevant content is the answer.
  12. 12. #LinkedInMktg 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 The only full-funnel professional platform
  13. 13. #LinkedInMktg Measurement for Success: •  Quality Traffic •  Engagement •  MQLs •  Pipeline Success metrics
  14. 14. #LinkedInMktg 14 §  Generate awareness §  Build thought leadership §  Launch a product §  Drive leads §  Promote an event
  15. 15. #LinkedInMktg 15 §  Generate awareness §  Build thought leadership §  Launch a product §  Drive leads §  Promote an event
  16. 16. #LinkedInMktg •  Reach quality new audiences Objective – Brand Awareness
  17. 17. #LinkedInMktg •  Target LinkedIn members with accuracy to drive brand objectives •  Engage your audience in a high quality professional context •  Deploy a variety of formats ​ Reach and engage more than 380M professionals LinkedIn Onsite Display
  18. 18. #LinkedInMktg •  Target professionals with accuracy and scale across the web •  Reach your audience with frequency •  Engage prospects on LinkedIn and beyond •  Measure the impact of your programs ​ Reach the right professionals wherever they travel LinkedIn Network Display
  19. 19. #LinkedInMktg 19 Drive Awareness for LinkedIn Marketing Solutions §  Reach across the web §  All IAB ad units for maximum performance
  20. 20. #LinkedInMktg 20 §  Generate awareness §  Build thought leadership §  Launch a product §  Drive leads §  Promote an event
  21. 21. #LinkedInMktg Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT
  22. 22. #LinkedInMktg Not more content, more relevant content
  23. 23. #LinkedInMktg The visual is the new headline!  
  24. 24. #LinkedInMktg Big Rock content fuels performance
  25. 25. #LinkedInMktg 2 Extend the mileage with ‘turkey slices’
  26. 26. #LinkedInMktg LinkedIn Showcase Page is a key content hub
  27. 27. #LinkedInMktg §  High engagement §  Quality traffic §  High quality leads Sponsored Updates drive results
  28. 28. #LinkedInMktg ​ Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates
  29. 29. #LinkedInMktg Sponsored Updates + Onsite Display = more leads
  30. 30. #LinkedInMktg Sponsored Updates best practices 3 •  Visual is the new headline •  Keep it short & sweet •  Snackable stats work wonders •  Variety is the spice of life
  31. 31. #LinkedInMktg 31 §  Generate awareness §  Build thought leadership §  Launch a product §  Drive leads §  Promote an event
  32. 32. #LinkedInMktg Multi-channel approach to launching Lead Accelerator SalesDev Email Lead Accelerator Sponsored Updates Social feeds Onsite Display Webcasts Landing Page Channels Landing page Sponsored InMail Blog Network Display
  33. 33. #LinkedInMktg With Direct Sponsored Content, reach your target audience without publishing on your Company Page Personalize Test Control
  34. 34. #LinkedInMktg #LinkedInMktg Week 1: Funnel vs Marketer Photo
  35. 35. #LinkedInMktg #LinkedInMktg A/B testing for creative optimization
  36. 36. #LinkedInMktg 36 §  Generate awareness §  Build thought leadership §  Launch a product §  Drive leads §  Promote an event
  37. 37. #LinkedInMktg Driving leads with content MQL Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
  38. 38. #LinkedInMktg #LinkedInMktg
  39. 39. #LinkedInMktg DISPLAY AD •  Convert the 95% of web visitors who don’t provide email •  Engage the 80% of known prospects who don’t open 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 39 John Smith DISPLAY AD #1 SU #1 #1
  40. 40. #LinkedInMktg LinkedIn Lead Accelerator Marketing automation for display and social advertising
  41. 41. #LinkedInMktg Our Lead Accelerator streams Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates Week 1 Week 3 Week 2 Week 4
  42. 42. #LinkedInMktg What makes a good Display Ad? Lead Accelerator 1,395 Impressions per Actions Clear with the title of the webcast and CTA clearly visible 1,620 Impressions per Actions Bright, colourful, contrasting to most online pages
  43. 43. #LinkedInMktg What makes a good Display Ad? Lead Accelerator 13,126 Impressions per Actions 7,521 Impressions per Actions Red version wins. Why? It is brighter and the image looks clearer
  44. 44. #LinkedInMktg 44 §  Generate awareness §  Build thought leadership §  Launch a product §  Drive leads §  Promote an event
  45. 45. #LinkedInMktg Sponsored InMail is a great way to expand the reach of your campaigns •  Campaign: o  FinanceConnect Live Streaming Event – May 2015 o  Traditional email was not driving sufficient registration •  Solution: Sponsored InMail to new prospects not in our email database
  46. 46. #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
  47. 47. #LinkedInMktg Sponsored InMail delivers a big registration boost 24.61% Open Rate 0.74% CTR 41.75% Open Rate 8.71% CTR Traditional Email Sponsored InMail
  48. 48. #LinkedInMktg 4 Sponsored InMail Drove 47% of Registrations
  49. 49. #LinkedInMktg Measurement for Success: •  Quality Traffic •  Engagement •  MQLs •  Pipeline Success metrics
  50. 50. #LinkedInMktg Measurement for Success: •  Quality Traffic – 72% Manager+ •  Engagement – 24X blog visitors YOY •  MQLs – 70% of MQLs from content •  Pipeline – 35% new biz from marketing Success metrics

×