LinkedIn is the world's #1 destination for professional relevant content in a and trusted context.

1. Marcel Molenaar
Country Manager

3. Our Vision
Create economic opportunity
for every member of the
global workforce

4. Understanding what’s happening in the global economy in real-time through our community
The Economic Graph
90K
Schools
660M
Members
30M
Companies
35K
Skills
20M
Open Jobs

5. Our Mission
Connect the world’s
professionals to make them more
productive and successful.

6. It’s our most important
company value.

7. The definitions of
opportunity and success
are changing.
Automation
Non-linear
careerpaths
Outsourcing
Riseofthe
gigeconomy
Abilitytowork
fromanywhere
Globalization
Income
inequality
Skillsgap
Importance
ofpurpose,passion,
andmeaning

8. Connect to Opportunity
For our members:
Get the
right job
Stay well-
informed
Build meaningful
relationships

9. Professionals
who give and
get help can
succeed at
anything
Allen Blue – co-founder LinkedIn

10. Source: Edelman Trust Barometer, January 2019
“A dramatic increase”
in news consumption
There is a growing move
toward engagement
and action.
- Edelman 2019 Trust Barometer
Massive rise in
news engagement
+22pts
More engaged
with the news
in 2019

11. Source: Edelman Trust Barometer, January 2019
But there are roadblocks
are worried fake news is
being weaponized

12. Source: Business Insider Intelligence Digital Trust Report, July 2018
Trust has major implications
on engagement
Impact on Ad Engagement:
Fake News
28% Very impactful
26% Extremely impactful
20% Moderately impactful
14% Slight impact
12% No impact
say fake news
is impactful on their
ad engagement
74%

13. 13
TRUST + CREDIBILITYTRUST + CREDIBILITY
M U S T B E

14. Money is
the currency of
transactions
Trust is
the currency of
interactions
@rachelbotsman

15. Source: Business Insider Intelligence Digital Trust Report, July 2018
LinkedIn is the right environment
1
2
3
4
5
6
2017
Overall Security Legitimacy Community User experience Shareability Relevance
2018 2017 2018 2017 2018 2017 2018 2017 2018 2017 2018 2018

16. Trust is the currency of
interactions
+57%
+50%
2x
growth YoY in
mobile sessions
growth YoY in
newsfeed engagement
growth YoY in
social engagement

17. Hire, Market, Sell, Learn
LinkedIn for Business
Talent Solutions Marketing Solutions Sales Solutions Learning Solutions

18. Hire, Market, Sell, Learn
LinkedIn for Business
Marketing Solutions

19. Be the world’s
definitive marketplace
for businesses to
connect with
professionals
LinkedIn Marketing Solutions mission

20. 130B
feed updates
viewed this year
92%
of B2B Marketers use
LinkedIn to distribute
content
8m+
Professional members
are in the Netherlands
13.5%
Reduction in CPA
when using LinkedIn’s
Conversion Tracking
tool
660m+
members worldwide
Scale
Market to those who matter

21. Energy transition for businesses
Uber puts tabs on riders
Why Lyft has a new brand chief
Content Marketing done right
Amazon boosts Whole Foods discount
2018’s top (and worst) airlines/airports
5 key tips on public speaking
Tesla stock after earnings call
What makes an effective leader
Fox News
Grandma
Steve Wozniak
An Nafud
Porsche 919 Hybrid
You will not believe what
happens next
Rick Scott #JackRyan
#UbiE3
#TD3PI
Washington
#cybersecurity
#Supreme Court
The Mindset is different
Context

22. Use our first-party data to go deep on the audiences that matter to you
New!
Company Experience Education Interests
and identity
Company name
Company size
Industry
Followers
Connections
Job title
Job function
Job seniority
Years of
experience
Schools
Degrees
Fields of study
Location
Skills
Groups
Interests
Age
Gender
Targeting
Custom Segment
Audience Templates
Unique targeting criteria which are
built based on member-entered
data and user behaviour.
Help you reach specific target
audiences, for example, business
travellers, opinion leaders, etc.

23. B2B Buying is a team game
Targeting (cont.)
“Rethink the B2B Buyer's Journey“ eBook. This guide shows how marketers are rethinking the buying team, content and social
media marketing, and sales and marketing alignment.

24. Match your target audience to ours…
Demographic
DATA
from the LinkedIn
profile
24 hrs processing time. 300 members must match. Stay Informed on Integration: Here And for LinkedIn Marketing Solutions GDPR information, access here.
Target specific
companies that your
sales team is focused
on with a
personalized
headline or visual
Target specific
companies that your
sales team is focused
on with a
personalized
headline or visual
Retarget visitors of
your pages to give
an extra boost as an
extra additional
campaign
Retarget visitors of
your pages to give
an extra boost as an
extra additional
campaign
WEBSITE RETARGETING ACCOUNT TARGETING
Upload a csv list of
emails into
campaign manager
to target specific
professionals
Upload a csv list of
emails into
campaign manager
to target specific
professionals
EMAIL CONTACT TARGETING
Target similar
people or
companies you
have in your
database in order to
expend your
audience
Target similar
people or
companies you
have in your
database in order to
expend your
audience
LOOKALIKE AUDIENCE

25. Top 5 reasons for engagement with content
57%
“It’s educational
or informative”
51%
“to stay on top
of the latest
brands”
39%
“It’s
inspiring”
32%
“It helps with skill
development”
60%
“It’s relevant
to me”
Top 7 topics for engagement
Industry
trends/news
83%
Tips/best
practice
82%
Job/skills
76%
Industry events
73%
Leadership
70%
Employee
perspectives
62%
Product/servic
e information
68%
Engagement

28. On Content: Think Big Rock
Big RockBig Rock
InfographicInfographic
Blog PostBlog Post
PodcastPodcast
Webinar SeriesWebinar Series
Vertical/Discipline-SpecificVertical/Discipline-SpecificSlideshareSlideshare
New for
2018
New for
2019
New for
2020

29. Conversion
Improving digital marketing efforts

30. awareness
leads
customers
strangers
subscribers
opportunities
advocates
FUNNEL STAGEMEASUREMENT
• Increased site traffic
• Increased time on site
• Increased brand sentiment/perception
• Increased CompanyPage Followers &
Engagers
• Increased newsletter subscribers
• CPL
• CPQL
• Increased opportunity volume
• Customer spend
• Customer Lifetime Value (CLTV)
• Decreased Churn
*Example metrics
The Content Marketing Funnel…

31. … and how to keep your audience engaged
Recommendations, course news,
mini- tutorials
Calculators, brochures, CTAS,
offers
Case studies, webinars, white papers,
brochures
SPONSORED
CONTENT
SPONSORED
VIDEO
LEAD GEN
FORMS
DYNAMIC
ADS
CAROUSEL
ADS
AWARENESS
ENGAGE
LEADS
HIRE
AWARENESS
CONSIDERATION
LEAD GENERATION
RETENTION & RESEARCH
INMAIL
Infographics, blog posts, best practice
guides, industry trends

32. 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.
Conversion tracking
Improving digital marketing efforts

33. LinkedIn Lead Gen Forms
Capture quality leads using forms that are pre-filled
with LinkedIn profile data
Currently available on mobile only.
Leadgen forms
Improving digital marketing efforts

34. Build trust and manage reputation over time
Bonus tip: Ensure you are always on
Greater cost efficiency and better performance from ‘Always On’ campaigns
Jan 24 Jan 31 Feb 7 Feb 14 Feb 21 Feb 28 Mar 7 Mar 14 Mar 21 Mar 28 Apr 4 Apr 11 Apr 18 Apr 25 May 2
0k
2k
4k
6k
8k
0
0.01
0.02
0.03
0.04
Spend
CTR
‘Always On’
Jan 24 Jan 31 Feb 7 Feb 14 Feb 21 Feb 28 Mar 7 Mar 14 Mar 21 Mar 28 Apr 4 Apr 11 Apr 18 Apr 25 May 2
Multiple live posts
increases audience
touchpoints &
performance

35. What’s next?
Expanding
relationships
between businesses
and professionals
Realizing
value
through our advertiser
experience and products
Engaging
experiences
delivered to
professionals

36. ●LinkedIn Pages
●Video Ads enhancements
●Audience Engagement API
●LinkedIn Live
●Conversation Ads
●Events
●Products Marketplace
Engaging
experiences

37. LinkedIn Live
Ability for brands and influencers to
connect with audiences in real-time, via
live video streams
Early Testing
Engaging experiences
Live
Alerts
Live
comments
& reactions
Replay
video

38. Upcoming release: H2 2019
Conversation ads
Spark quality conversations with a chat-
like experience that customizes your
content to the buyer’s journey
Engaging experiences

39. Expanding
relationships
between businesses
and professionals
Realizing
value
through our advertiser
experience and
products
Engaging
experiences
delivered to
professionals

40. Expanding
relationships
●Interest Targeting
●Lookalike Audiences
●Audience Templates
●Audience Insights
●Nurture Targeting
●Targeting enhancements

41. Lookalike
audiences
Find new audiences who are similar to
your existing customers and website
visitors
Recently released
Expanding Relationships

42. Nurture
Targeting
Build a tailored ad experience
based on the actions members
take with your content
Upcoming release
Expanding Relationships

43. Expanding
relationships
between businesses
and professionals
Realizing
value
through our advertiser
experience and
products
Engaging
experiences
delivered to
professionals

44. Realizing
value
●Objective-based advertising
●Objective-based pricing and optimization
●A/B Testing
●Automated Bidding
●Account-level reporting
●Streamlined invoice & billing management
●Managing across ad accounts
●Notifications platform
●Expanding partner program

45. Objective-based
advertising
Easier campaign creation and reporting
based on your objectives
Recently released
Realizing value

46. A/B Testing
Improve ROI by testing what will work best
Upcoming release
Realizing value