Jennifer Agustin and Amanda Halle from LinkedIn's marketing team presented on using LinkedIn for demand generation. They discussed how the buyer's journey has changed and is now unpredictable, with buyers consuming 10 pieces of content before making a purchase decision. They outlined LinkedIn's full-funnel platform for display advertising, sponsored updates, InMail, and analytics. They provided two case studies showing how multi-channel LinkedIn campaigns including different ad formats led to increased leads, registrations, and conversions at a lower cost.
“Always on” content and dialogue on housing LinkedIn
Jeroen van de Ven is the Social Media Manager at ABN AMRO bank. He discusses the bank's strategic goal to strengthen relationships and co-create value with customers to build trust in the ABN AMRO brand by persistently exceeding customer expectations. The bank aims to be "Always On" by sharing unique customer-centric content through branches, ambassadors, and articles that answer customer questions in order to humanize the brand on social media. The key takeaways are to create customer-centric content, leverage employees, sell solutions without direct selling, and maintain an always on presence 24/7 through social media.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
New Ways to Succeed with Marketing on LinkedInLinkedIn
This document discusses LinkedIn marketing strategies and tactics. It begins with an introduction by Keith Richey, Director of Global Marketing. It then discusses engaging with the LinkedIn marketing team and what success looks like, including building thought leadership, generating leads, and generating awareness. The rest of the document discusses specific LinkedIn marketing products and tactics for reaching audiences, including display ads, sponsored updates, sponsored InMail, and the Lead Accelerator tool. It provides examples of how other companies have successfully used these LinkedIn strategies and ends with discussing metrics for measuring marketing success.
Live Webinar: Market to Who Matters: New Ways to Exceed Your Marketing Goals ...LinkedIn
This document discusses how LinkedIn can help marketers achieve their goals. It outlines that LinkedIn has the largest professional network that can be used to target specific audiences like senior-level professionals, decision makers, and industry leaders. Content is consumed on LinkedIn before purchasing decisions are made. The document then provides examples of how marketers can create awareness, engage audiences, and generate leads through organic content, paid content like sponsored updates and ads, and sponsored InMails. It shares success stories from customers who achieved branding, lead generation, and event registration objectives.
HubSpot uses LinkedIn Ads to precisely target marketing professionals by company, job title, and other attributes to promote its marketing software. It achieves clickthrough rates of 1-3% on LinkedIn Ads, over 60% higher than other social networks, and acquires high-quality leads at an average cost per click of $3. HubSpot is able to tailor messaging and test different offers to learn prospects' preferences and improve campaign performance over time.
Live Webinar: What You Need to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large- and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Webinar: New Ways to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Live Webcast: Demystifying Targeting on LinkedInLinkedIn
The document provides an overview of targeting capabilities on LinkedIn. It discusses how LinkedIn members can be targeted based on profile information like title, company, skills, groups, and more. It also discusses targeting best practices like keeping targeting broad for awareness campaigns, testing different audiences and creatives, and aligning measurement with goals. The document uses examples to illustrate how targeting can be leveraged for various LinkedIn marketing tactics and account-based marketing.
“Always on” content and dialogue on housing LinkedIn
Jeroen van de Ven is the Social Media Manager at ABN AMRO bank. He discusses the bank's strategic goal to strengthen relationships and co-create value with customers to build trust in the ABN AMRO brand by persistently exceeding customer expectations. The bank aims to be "Always On" by sharing unique customer-centric content through branches, ambassadors, and articles that answer customer questions in order to humanize the brand on social media. The key takeaways are to create customer-centric content, leverage employees, sell solutions without direct selling, and maintain an always on presence 24/7 through social media.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
New Ways to Succeed with Marketing on LinkedInLinkedIn
This document discusses LinkedIn marketing strategies and tactics. It begins with an introduction by Keith Richey, Director of Global Marketing. It then discusses engaging with the LinkedIn marketing team and what success looks like, including building thought leadership, generating leads, and generating awareness. The rest of the document discusses specific LinkedIn marketing products and tactics for reaching audiences, including display ads, sponsored updates, sponsored InMail, and the Lead Accelerator tool. It provides examples of how other companies have successfully used these LinkedIn strategies and ends with discussing metrics for measuring marketing success.
Live Webinar: Market to Who Matters: New Ways to Exceed Your Marketing Goals ...LinkedIn
This document discusses how LinkedIn can help marketers achieve their goals. It outlines that LinkedIn has the largest professional network that can be used to target specific audiences like senior-level professionals, decision makers, and industry leaders. Content is consumed on LinkedIn before purchasing decisions are made. The document then provides examples of how marketers can create awareness, engage audiences, and generate leads through organic content, paid content like sponsored updates and ads, and sponsored InMails. It shares success stories from customers who achieved branding, lead generation, and event registration objectives.
HubSpot uses LinkedIn Ads to precisely target marketing professionals by company, job title, and other attributes to promote its marketing software. It achieves clickthrough rates of 1-3% on LinkedIn Ads, over 60% higher than other social networks, and acquires high-quality leads at an average cost per click of $3. HubSpot is able to tailor messaging and test different offers to learn prospects' preferences and improve campaign performance over time.
Live Webinar: What You Need to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large- and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Webinar: New Ways to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
Live Webcast: Demystifying Targeting on LinkedInLinkedIn
The document provides an overview of targeting capabilities on LinkedIn. It discusses how LinkedIn members can be targeted based on profile information like title, company, skills, groups, and more. It also discusses targeting best practices like keeping targeting broad for awareness campaigns, testing different audiences and creatives, and aligning measurement with goals. The document uses examples to illustrate how targeting can be leveraged for various LinkedIn marketing tactics and account-based marketing.
HP launched a Company Page on LinkedIn and used LinkedIn's recommendation feature to generate endorsements of HP products and services from LinkedIn members. They then used LinkedIn Recommendation Ads to promote these endorsements and encourage more recommendations. This accelerated the growth of recommendations, doubling traffic to HP pages and generating over 2,000 new recommendations and 20,000 new followers on the HP page within two weeks. The campaign was very successful in engaging HP's business audience on LinkedIn.
Webinar: Best practices for marketing on LinkedInLinkedIn
Find out how you can build the brand and generate leads for your business by marketing on LinkedIn. I'll be sharing best practices that both large and medium companies have used to achieve success, as well as tips my own LinkedIn marketing team uses.
Live Webinar: Get More Out of LinkedIn Marketing with Tips From Our TeamLinkedIn
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.
-Join me to 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
Live Webinar: Using LinkedIn for Demand GenerationLinkedIn
We want to enable you to explore new solutions to your current demand generation challenges. Rethink the routine.
In a world governed by leads, conversions, and direct response - you know building and cultivating prospect and customer relationships is ultimately a full-funnel endeavor.
Join Jennifer Agustin, Group Manager, Marketing at LinkedIn and Amanda Halle, Senior Manager, Marketing at LinkedIn as they discuss:
- How to drive more qualified leads, opportunities, and ultimately revenue using LinkedIn.
- Why LinkedIn, with its 400M+ members, is the most effective B2B marketing platform to accomplish all of your demand gen objectives.
- Which products within the LinkedIn portfolio are best suited to your needs.
It’s time to rethink demand generation. Join us by registering for this webcast!
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
Social media and content marketing are now vital parts of any successfully integrated marketing strategy. These two essential tools are at the nexus of many marketing plans, because they influence search, impact branding, and help drive traffic to your website.
Start off 2016 right: Rethink content marketing for your business. Join Jon Lombardo, LinkedIn’s Content Marketing Lead, for a webinar in which he explores how you can create a successful content marketing strategy for your company on LinkedIn.
In this webinar, Mastering Content Marketing on LinkedIn, Lombardo will:
- Relate real world examples of brands that are doing it right.
- Show you how to select content that resonates with your target audience.
- Demonstrate how to create a compelling editorial calendar.
- Finally, give advice on how to measure success.
Webinar: Get More Out of LinkedIn Marketing with Tips from Our TeamLinkedIn
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
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
2015 is the year where social media and content marketing became a vital part of any successfully integrated marketing approach.
This webinar will explain how to create a successful content marketing strategy for your company on LinkedIn. We'll cover real examples of brands that are doing it right, how to select content that resonates, how to create a compelling editorial calendar and how to measure success.
Live Webinar: Using LinkedIn for Demand GenerationLinkedIn
The document discusses using LinkedIn for demand generation. It outlines the challenges of today's unpredictable buyer's journey and fragmented purchasing process. It then presents LinkedIn's full-funnel marketing solutions to better engage prospects at every stage, including increasing awareness at the top of the funnel to drive conversions at the bottom, tapping into anonymous website visitors, tailoring messages based on interests, and reaching prospects across devices when they are most engaged. Specific LinkedIn tools like Lead Accelerator, Sponsored Updates, and Sponsored InMail are highlighted.
Live Webinar: Crash Course to Marketing MetricsLinkedIn
Megan Golden, Senior Content Marketing Manager, LinkedIn
Amanda Halle, Senior Manager, Marketing, LinkedIn
Want to learn how to optimize how you measure full funnel impact? We've got you covered. The second webcast our Sophisticated Marketer's Webcast Series is our Crash Course in Metrics & Analytics and it's exactly what a data-driven marketer like you is looking for. We'll cover data accuracy, alignment, attribution challenges, and more to enable you to prove value.
Sponsored Updates enables you to publish relevant content straight to the feed of any member on the LinkedIn site. That means your own brand content will appear right alongside other high-quality updates from news sites, thought leaders, and member connections. It's a great way to get your message in front of the people that matter most to your business.
Getting started is easy. In fact, in less than an hour we'll show you how to create and sponsor content, set up campaigns, and measure performance. We'll even tackle best practices like how to:
- Keep your content relevant
- Build trust through authenticity
- Boost performance using images and video
Join us to learn how you can start driving qualified leads on the world’s only professional feed.
LinkedIn Financial Services Webinar Part 4 - 6-28-12LinkedIn
This deck is very similar to the webinar deck from part 3 of our Financial Services Webinar Series, giving a deeper understanding of how financial advisors can leverage social media based on research by LinkedIn and FTI Consulting. We've added a list of social media vendors to the appendix. By Emily Friedman, LinkedIn; Neil Benedict, FTI Consulting; and Davis Janowski, InvestmentNews.
Financial Advisors’ Use of Social Media Moves from Early Adoption to MainstreamLinkedIn
In order to better understand the role of social media and networks in the financial
services sector, LinkedIn partnered with FTI Consulting to conduct a comprehensive survey of financial advisors in the United States. The study has
revealed new insights into how financial advisors are leveraging social media to drive business, often under restrictive
policies. Findings from the research also show a number of best practices for successful use of LinkedIn to support
ongoing business needs.
Case Study about Cathay Pacific Airways on LinkedIn: Leveraging member profiles to reach business travelers to Asia
Visit marketing.linkedin.com for more success stories.
Context is King -- Building Meaningful Relationships with LinkedIn FollowersLinkedIn
This document discusses how context is important for building meaningful relationships with LinkedIn followers. It provides three key points:
1. Marketers need to adapt their messaging to different stages in the purchase funnel and tailor their conversations based on the context of their audience.
2. Building relationships early in the purchase process is important, as brands that are part of the initial consideration set are three times more likely to be purchased.
3. LinkedIn provides a unique professional context that makes it easier for marketers to develop deep, meaningful relationships with customers and prospects compared to personal social networks. Case studies show how targeting messages by profession or region on LinkedIn can significantly increase engagement.
Live Webcast: How to Get More Out of Your LinkedIn Sponsored UpdatesLinkedIn
This document discusses how to effectively engage audiences on LinkedIn. It begins by introducing the presenters and outlining the discussion topics. It then discusses key aspects of the buyer's journey and how LinkedIn can be used to target audiences and engage prospects throughout the process. Specific tactics for LinkedIn Sponsored Updates are presented, including optimizing content distribution, leveraging various LinkedIn touchpoints, and testing content. The presentation concludes with a Q&A section.
Case Study about HP Personal Systems Group UK on LinkedIn: Improving brand perceptions with groups
Visit marketing.linkedin.com for more success stories.
Live Webinar: How to Kick-Start a Successful Content Marketing Strategy - Qui...LinkedIn
Seth Godin says that “Content marketing is the only marketing left.”
The marketing world appears to be agreeing with him, as content marketing budgets continue to grow exponentially. But as you build your content strategy, how can you be sure that you’re setting out on a path to success from Day One?
Join us for this dynamic, live webcast co-hosted by LinkedIn and the award-winning content marketing agency King Content. Speakers include Jon Lombardo, Creative Lead for LinkedIn’s Creative Agency, and Lieu Pham, VP, Strategy & Innovation for King Content.
We will explore the fundamentals to building a strong content marketing strategy—giving you the tools and confidence to secure the budget and succeed from the very start. We’ll cover three key concepts:
- Why you need to do a content audit—and how to do one
- What types of content you should produce for your audience
- How to measure success against short and long-term objectives
Consumers have different needs and expectations at each stage of the email subscriber lifecycle—from acquisition and onboarding, through a range of engagement and re-engagement tactics, to the end of an email relationship. In this session, Chad White, ExactTarget Marketing Cloud’s Lead Research Analyst and author of Email Marketing Rules, will share advice on how to optimize each stage, illustrating his recommendations with real-life examples from the Marketing Cloud Swipe File on Pinterest. Get inspired and come away with great email marketing ideas to steal, test, and make your own.
Live Webinar: How to be a World Class Content Marketer on LinkedInLinkedIn
- Why content marketing matters and why it’s critical for your business to embrace
- Why LinkedIn should be part of your content marketing strategy
- How to create content that works and get to winning content
- How to distribute your content on LinkedIn
- What it means to optimize your content and best practices
How top teams win in todays dynamic social selling environment Black Marketing
Learn how to increase your Social Selling Index by excelling at The 4 Pillars of Social Selling:
--Creating a professional brand
--Finding the right people
--Engaging with insights
--Building strong relationships
Sales reps who master these four areas are 51% more likely to exceed their quota. We'll explore what each of these pillars means for you, and we'll equip you with the statistics and hard hitting facts you need to show your executive teams how social selling done right drives your performance to the next level.
LinkedIn Content Marketing 1.0: How to Kick-start your Content Marketing Stra...Black Marketing
This document outlines steps for developing an effective content marketing strategy. It recommends creating helpful, relevant content across various channels to build brand awareness and loyalty over time. Specific tactics include blogging, social media, videos, webinars and infographics. The goal is to engage customers throughout their buying journey by addressing their needs at each stage with the right type of content. Success is measured by metrics like lead generation, website traffic and sales. Repurposing content across channels helps maximize results.
HP launched a Company Page on LinkedIn and used LinkedIn's recommendation feature to generate endorsements of HP products and services from LinkedIn members. They then used LinkedIn Recommendation Ads to promote these endorsements and encourage more recommendations. This accelerated the growth of recommendations, doubling traffic to HP pages and generating over 2,000 new recommendations and 20,000 new followers on the HP page within two weeks. The campaign was very successful in engaging HP's business audience on LinkedIn.
Webinar: Best practices for marketing on LinkedInLinkedIn
Find out how you can build the brand and generate leads for your business by marketing on LinkedIn. I'll be sharing best practices that both large and medium companies have used to achieve success, as well as tips my own LinkedIn marketing team uses.
Live Webinar: Get More Out of LinkedIn Marketing with Tips From Our TeamLinkedIn
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.
-Join me to 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
Live Webinar: Using LinkedIn for Demand GenerationLinkedIn
We want to enable you to explore new solutions to your current demand generation challenges. Rethink the routine.
In a world governed by leads, conversions, and direct response - you know building and cultivating prospect and customer relationships is ultimately a full-funnel endeavor.
Join Jennifer Agustin, Group Manager, Marketing at LinkedIn and Amanda Halle, Senior Manager, Marketing at LinkedIn as they discuss:
- How to drive more qualified leads, opportunities, and ultimately revenue using LinkedIn.
- Why LinkedIn, with its 400M+ members, is the most effective B2B marketing platform to accomplish all of your demand gen objectives.
- Which products within the LinkedIn portfolio are best suited to your needs.
It’s time to rethink demand generation. Join us by registering for this webcast!
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
Social media and content marketing are now vital parts of any successfully integrated marketing strategy. These two essential tools are at the nexus of many marketing plans, because they influence search, impact branding, and help drive traffic to your website.
Start off 2016 right: Rethink content marketing for your business. Join Jon Lombardo, LinkedIn’s Content Marketing Lead, for a webinar in which he explores how you can create a successful content marketing strategy for your company on LinkedIn.
In this webinar, Mastering Content Marketing on LinkedIn, Lombardo will:
- Relate real world examples of brands that are doing it right.
- Show you how to select content that resonates with your target audience.
- Demonstrate how to create a compelling editorial calendar.
- Finally, give advice on how to measure success.
Webinar: Get More Out of LinkedIn Marketing with Tips from Our TeamLinkedIn
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
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
2015 is the year where social media and content marketing became a vital part of any successfully integrated marketing approach.
This webinar will explain how to create a successful content marketing strategy for your company on LinkedIn. We'll cover real examples of brands that are doing it right, how to select content that resonates, how to create a compelling editorial calendar and how to measure success.
Live Webinar: Using LinkedIn for Demand GenerationLinkedIn
The document discusses using LinkedIn for demand generation. It outlines the challenges of today's unpredictable buyer's journey and fragmented purchasing process. It then presents LinkedIn's full-funnel marketing solutions to better engage prospects at every stage, including increasing awareness at the top of the funnel to drive conversions at the bottom, tapping into anonymous website visitors, tailoring messages based on interests, and reaching prospects across devices when they are most engaged. Specific LinkedIn tools like Lead Accelerator, Sponsored Updates, and Sponsored InMail are highlighted.
Live Webinar: Crash Course to Marketing MetricsLinkedIn
Megan Golden, Senior Content Marketing Manager, LinkedIn
Amanda Halle, Senior Manager, Marketing, LinkedIn
Want to learn how to optimize how you measure full funnel impact? We've got you covered. The second webcast our Sophisticated Marketer's Webcast Series is our Crash Course in Metrics & Analytics and it's exactly what a data-driven marketer like you is looking for. We'll cover data accuracy, alignment, attribution challenges, and more to enable you to prove value.
Sponsored Updates enables you to publish relevant content straight to the feed of any member on the LinkedIn site. That means your own brand content will appear right alongside other high-quality updates from news sites, thought leaders, and member connections. It's a great way to get your message in front of the people that matter most to your business.
Getting started is easy. In fact, in less than an hour we'll show you how to create and sponsor content, set up campaigns, and measure performance. We'll even tackle best practices like how to:
- Keep your content relevant
- Build trust through authenticity
- Boost performance using images and video
Join us to learn how you can start driving qualified leads on the world’s only professional feed.
LinkedIn Financial Services Webinar Part 4 - 6-28-12LinkedIn
This deck is very similar to the webinar deck from part 3 of our Financial Services Webinar Series, giving a deeper understanding of how financial advisors can leverage social media based on research by LinkedIn and FTI Consulting. We've added a list of social media vendors to the appendix. By Emily Friedman, LinkedIn; Neil Benedict, FTI Consulting; and Davis Janowski, InvestmentNews.
Financial Advisors’ Use of Social Media Moves from Early Adoption to MainstreamLinkedIn
In order to better understand the role of social media and networks in the financial
services sector, LinkedIn partnered with FTI Consulting to conduct a comprehensive survey of financial advisors in the United States. The study has
revealed new insights into how financial advisors are leveraging social media to drive business, often under restrictive
policies. Findings from the research also show a number of best practices for successful use of LinkedIn to support
ongoing business needs.
Case Study about Cathay Pacific Airways on LinkedIn: Leveraging member profiles to reach business travelers to Asia
Visit marketing.linkedin.com for more success stories.
Context is King -- Building Meaningful Relationships with LinkedIn FollowersLinkedIn
This document discusses how context is important for building meaningful relationships with LinkedIn followers. It provides three key points:
1. Marketers need to adapt their messaging to different stages in the purchase funnel and tailor their conversations based on the context of their audience.
2. Building relationships early in the purchase process is important, as brands that are part of the initial consideration set are three times more likely to be purchased.
3. LinkedIn provides a unique professional context that makes it easier for marketers to develop deep, meaningful relationships with customers and prospects compared to personal social networks. Case studies show how targeting messages by profession or region on LinkedIn can significantly increase engagement.
Live Webcast: How to Get More Out of Your LinkedIn Sponsored UpdatesLinkedIn
This document discusses how to effectively engage audiences on LinkedIn. It begins by introducing the presenters and outlining the discussion topics. It then discusses key aspects of the buyer's journey and how LinkedIn can be used to target audiences and engage prospects throughout the process. Specific tactics for LinkedIn Sponsored Updates are presented, including optimizing content distribution, leveraging various LinkedIn touchpoints, and testing content. The presentation concludes with a Q&A section.
Case Study about HP Personal Systems Group UK on LinkedIn: Improving brand perceptions with groups
Visit marketing.linkedin.com for more success stories.
Live Webinar: How to Kick-Start a Successful Content Marketing Strategy - Qui...LinkedIn
Seth Godin says that “Content marketing is the only marketing left.”
The marketing world appears to be agreeing with him, as content marketing budgets continue to grow exponentially. But as you build your content strategy, how can you be sure that you’re setting out on a path to success from Day One?
Join us for this dynamic, live webcast co-hosted by LinkedIn and the award-winning content marketing agency King Content. Speakers include Jon Lombardo, Creative Lead for LinkedIn’s Creative Agency, and Lieu Pham, VP, Strategy & Innovation for King Content.
We will explore the fundamentals to building a strong content marketing strategy—giving you the tools and confidence to secure the budget and succeed from the very start. We’ll cover three key concepts:
- Why you need to do a content audit—and how to do one
- What types of content you should produce for your audience
- How to measure success against short and long-term objectives
Consumers have different needs and expectations at each stage of the email subscriber lifecycle—from acquisition and onboarding, through a range of engagement and re-engagement tactics, to the end of an email relationship. In this session, Chad White, ExactTarget Marketing Cloud’s Lead Research Analyst and author of Email Marketing Rules, will share advice on how to optimize each stage, illustrating his recommendations with real-life examples from the Marketing Cloud Swipe File on Pinterest. Get inspired and come away with great email marketing ideas to steal, test, and make your own.
Live Webinar: How to be a World Class Content Marketer on LinkedInLinkedIn
- Why content marketing matters and why it’s critical for your business to embrace
- Why LinkedIn should be part of your content marketing strategy
- How to create content that works and get to winning content
- How to distribute your content on LinkedIn
- What it means to optimize your content and best practices
How top teams win in todays dynamic social selling environment Black Marketing
Learn how to increase your Social Selling Index by excelling at The 4 Pillars of Social Selling:
--Creating a professional brand
--Finding the right people
--Engaging with insights
--Building strong relationships
Sales reps who master these four areas are 51% more likely to exceed their quota. We'll explore what each of these pillars means for you, and we'll equip you with the statistics and hard hitting facts you need to show your executive teams how social selling done right drives your performance to the next level.
LinkedIn Content Marketing 1.0: How to Kick-start your Content Marketing Stra...Black Marketing
This document outlines steps for developing an effective content marketing strategy. It recommends creating helpful, relevant content across various channels to build brand awareness and loyalty over time. Specific tactics include blogging, social media, videos, webinars and infographics. The goal is to engage customers throughout their buying journey by addressing their needs at each stage with the right type of content. Success is measured by metrics like lead generation, website traffic and sales. Repurposing content across channels helps maximize results.
Chris Spurvey, Vice President - KPMG shares his LinkedIn success story Black Marketing
Yesterday’s big announcement that LinkedIn is being acquired by Microsoft caused me to reflect on my embrace of LinkedIn and how integrated LinkedIn is with my achievements during the past decade.
The document is a presentation about content marketing on LinkedIn. It discusses why companies should focus on content marketing and use LinkedIn. It outlines key questions to consider when developing a content strategy, different types of compelling content, and tips for optimizing content for LinkedIn feeds. The presentation emphasizes creating top-of-funnel educational content and adopting a test-and-learn approach to content distribution.
77 Insider Tips for Rocking Your Content Strategy Using LinkedInBlack Marketing
LinkedIn’s Senior Content Marketing Manager and author of Welcome to the Funnel lifts the curtain at Social Media Marketing World 2015 to reveal how his team is using content and social to drive engagement, thought leadership, and ultimately revenue using the world’s largest professional network. This session will explore the latest tactics for driving demand with your target audience including behind the scenes insights into how LinkedIn uses LinkedIn.
This document outlines 13 powerful words that can help salespeople transform into "super sellers". The words are: you, value, and, do, or, should we, consensus, imagine, see show hear tackle, their name, power words, because, and opportunity. Using these words in sales conversations and communications can help gain prospects' trust, close more deals, and make the salesperson seem more competent, inclusive, and able to convey value and options. Examples are given for how and when to use each word effectively in a sales context.
Tom Church was lost after graduating from university and unsure of his career path. He came up with the idea to start networking events for London startups in order to learn from different companies. Although no one showed up to his first event, he persisted in using LinkedIn to connect with startups and invite them. The events grew over time as more people attended. Through connections made at these events, Tom was able to get a job at a design studio in Milan called FullScream and eventually start his own company in London representing them. He credits his success to the network of people he built on LinkedIn.
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
5 ways your business should be maximising LinkedIn right now!Black Marketing
This document provides 5 strategies for maximizing a business's presence on LinkedIn: 1) Overhaul your profile by updating your photo, skills, and soliciting recommendations; 2) Grow and groom your network by connecting with professionals while vetting connections; 3) Add skills and endorsements to showcase your expertise; 4) Stay engaged by following industry trends on LinkedIn Pulse; 5) Share relevant content to maintain connections and promote your personal brand. Completing these strategies can help businesses get introductions, clients, and stay informed on LinkedIn.
Social Selling 101: The Fundamentals of Social SellingBlack Marketing
This document provides an overview of social selling fundamentals using LinkedIn. It discusses how the buying process has changed and become more social, with more people involved earlier in the process. It then outlines the key pillars of social selling: building a professional brand through your LinkedIn profile; finding the right people using LinkedIn search and your network; and engaging prospects through insights and content. Specific tactics are provided under each pillar to help sellers get started with social selling.
LinkedIn is both a popular social network for business professionals and a powerful platform for content marketing. Some tips for using LinkedIn for content marketing include optimizing content for mobile, sharing the best content while promoting the best, showing more than telling through content, including images and video to increase engagement rates, treating LinkedIn as a team effort where employees are ambassadors, and focusing on useful content rather than direct sales pitches.
Compliant Practices for Social Media in Financial ServicesBlack Marketing
Learn how financial services professionals can leverage LinkedIn to develop new business opportunities, build relationships, and drive revenue in a compliant manner with Proofpoint.
Being Different in the Social Content EconomyBlack Marketing
The document discusses strategies for social media marketing in B2B contexts. It notes that decision makers are increasingly outside of IT departments and that content is more important than sales calls. It also recommends targeting a wide audience, including employees, and measuring social media success differently than traditional metrics by focusing on engagement and lead generation.
Fundamentals of LinkedIn Sales Navigator for Business DevelopmentBlack Marketing
This document provides an overview of the key capabilities of LinkedIn Sales Navigator for business development professionals. It discusses how Sales Navigator helps users target the right economic buyers and companies through features like Lead Builder and Lead Recommendations. It also explains how Sales Navigator helps users understand what their targets and competitors value through insights from tools like Sales Updates, Account Pages, and Sales Navigator integration with Gmail. Finally, it summarizes how Sales Navigator enables users to engage current and potential clients by building relationships using features such as TeamLink, InMails, and profile connections. The document emphasizes that Sales Navigator provides critical relationship-building, prospecting, and research tools to help sales and marketing professionals.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
It’s your job to create and sustain positive awareness for your brand throughout the long buyer’s journey and beyond. We can help.
Join LinkedIn's own Andrew Kaplan and Michael McEuen, Director of Demand Generation from AdStage as they demonstrate how to get—and keep—your brand in front of the professionals that matter most to your business. They will cover how to:
- Get in front of the right people early and often
- Reach and influence business professionals in the right context
- Educate your audience with the relevant content they crave
- Use awareness and engagement to drive bottom-funnel conversions
- Measure the impact of your branding efforts every step of the way
This webcast will empower you to rethink and reinvigorate your approach to brand marketing on LinkedIn.
Live Webinar: New Ways to Exceed Your Marketing Goals with LinkedInLinkedIn
This document discusses how LinkedIn can help marketers achieve their goals. It outlines that LinkedIn has the largest professional network that can be used to target specific audiences like senior-level professionals, decision makers, and industry leaders. Content is consumed on LinkedIn before purchasing decisions are made. The document then provides examples of how marketers can create awareness, engage audiences, and generate leads through organic content, paid content like sponsored updates and ads, and sponsored InMails. It shares success stories from customers who achieved branding, lead generation, and event registration objectives.
New Ways to Exceed Your Marketing Goals with LinkedInBlack Marketing
This document discusses how LinkedIn can help marketers achieve their goals. It outlines that LinkedIn has the largest professional network that can be used to target specific audiences like senior-level professionals, decision makers, and industry leaders. Content is consumed on LinkedIn before purchasing decisions are made. The document then provides examples of how marketers can create awareness, engage audiences, and generate leads through organic content, paid content like sponsored updates and ads, and sponsored InMails. It shares success stories from customers who achieved branding, lead generation, and event registration objectives.
New Ways to Succeed With Marketing on LinkedIn Black Marketing
This document discusses LinkedIn marketing strategies and tactics. It begins with an introduction by Keith Richey, Director of Global Marketing. It then discusses engaging with the LinkedIn marketing team and what success looks like, including building thought leadership, generating leads, and generating awareness. The rest of the document discusses specific LinkedIn marketing products and tactics for reaching audiences, including display ads, sponsored updates, sponsored InMail, and the Lead Accelerator tool. It provides examples of how other companies have successfully used these LinkedIn strategies and metrics to measure success.
This document summarizes LinkedIn's business lines and solutions for marketing and recruiting professionals. It discusses LinkedIn's large network of over 364 million users and how marketers can use LinkedIn Marketing Solutions, Talent Solutions, and Sales Solutions to connect with professionals, build brands, and find talent. Specific products mentioned include Company Pages, Sponsored Updates, Display Ads, Video Ads, InMail, and Lead Accelerator. Case studies demonstrate how these solutions helped various companies achieve marketing and recruiting goals.
Achieving your objectives via LinkedIn's Marketing SolutionsLinkedIn Europe
What’s your business objective? Generating leads? Building awareness, consideration or preference? Building a community? Driving advocacy? Whichever professional audience you’re trying to target, and whatever objective you are aiming to fulfill by targeting them, LinkedIn can provide you with a solution that’s rooted in a precise understanding of how they behave on our platform.
That’s the promise of the webinar that I’ll be presenting alongside Lucie Durnford on Thursday August 27th. It’s called Achieving your Objectives via LinkedIn Marketing Solutions – and it will showcase the many different ways in which we can leverage unique understanding of our members to help you achieve your goals.
Webinar: LinkedIn Marketing Solutions Overview for AgenciesLinkedIn
This document provides an overview of LinkedIn Marketing Solutions for agencies. It highlights how agencies can use LinkedIn to reach the right professionals with accurate targeting, nurture leads with helpful content, and measure the impact of campaigns with analytics. Key products discussed include LinkedIn Display, Sponsored Updates, Sponsored InMail, and Lead Accelerator which together can drive awareness, build brands, qualify leads, and increase revenue across the marketing funnel. Success stories show how other companies have used LinkedIn to generate thousands of qualified leads and drive millions in new business.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
It’s your job to create and sustain positive awareness for your brand throughout the long buyer’s journey and beyond. We can help.
You're invited to join special guest speaker Adrianne Psarras, Communications Manager at Seed Equity Ventures, and LinkedIn's own Andrew Kaplan as they demonstrate how to get—and keep—your brand in front of the professionals that matter most to your business. They will cover how to:
- Get in front of the right people early and often
- Reach and influence business professionals in the right context
- Educate your audience with the relevant content they crave
- Use awareness and engagement to drive bottom-funnel conversions
- Measure the impact of your branding efforts every step of the way
Explore LinkedIn’s demand generation capabilities and get equipped to create LinkedIn advertising campaigns that effectively generate and nurture high-quality leads.
This document summarizes a webinar about accelerating leads across all marketing channels. It discusses rethinking the demand generation process by investing more in top-of-funnel awareness campaigns to drive bottom-funnel conversions, tapping into anonymous website visitors, tailoring messages based on interests, and engaging prospects across channels like display advertising, social media, email and webinars. Case studies are presented of companies that achieved increased leads, conversions and pipeline using these multi-channel marketing approaches on LinkedIn. The webinar concludes with a Q&A session.
Webinar: Developing the Best Content for B2BLinkedIn
This document discusses developing effective content for display and social advertising. It emphasizes taking a full-funnel marketing approach by mapping content to different stages of the buyer's journey. Top-funnel content should be educational and shareable, while middle-funnel content addresses specific interests and bottom-funnel content helps close deals. Case studies show how targeting different audiences with relevant content at each stage can boost website traffic, ROI and lead generation. The document also provides tips for creating successful sponsored updates on LinkedIn, such as offering value, answering questions, and including clear calls-to-action.
Introducing the newest products from the Marketing Solutions Business on B2B Connect event in São Paulo - May 2015.
Presentation by Bryan Burdick, Head Global B2B, Marketing Solutions at LinkedIn.
Live Webinar: Getting Started wit Display On and Off LinkedInLinkedIn
Getting in front of the right prospects early and often enables you to generate awareness, drive traffic, build trust, and effectively nudge your prospects from one stage of the funnel to the next until they convert.
And with LinkedIn Display Advertising, it’s never been easier to reach and engage your high-value prospects in a professional context and wherever they travel on the web with relevant ads and content.
In this presentation, LinkedIn senior manager Andrew Kaplan will demonstrate:
- How to leverage a variety of onsite and network display ads
- How to use built-in campaign and website analytics to measure your success
- How our own internal demand gen team uses display
LinkedIn demand gen expert Cassandra Clark also shares real examples of how LinkedIn uses display.
Discover how you can start reaching the world’s largest professional audience on LinkedIn—and beyond—using display.
How to Use LinkedIn to Impact Every Stage of the Marketing FunnelBlack Marketing
The document provides an overview of LinkedIn Marketing Solutions platform, which offers various products to help marketers reach prospects and impact every stage of the marketing funnel. The products include LinkedIn Display Advertising, Sponsored Updates, Sponsored InMail, Lead Accelerator, and Self Service tools. It also provides full-funnel analytics to help marketers measure success. The platform is aimed at generating brand awareness, acquiring leads, and nurturing prospects throughout the purchase process.
How to Use LinkedIn to Impact Every Stage of the Marketing FunnelLinkedIn
As a digital marketer, it can be challenging to identify the most effective mix of marketing channels to use, as well as the right technologies to support these efforts. After all, we marketers are a diverse bunch. Some of us live in a world governed by leads and conversions, while others prioritize increasing brand awareness with the right target audience. And of course, there are those who believe that impacting the entire marketing funnel is important—reaching the right people at the top of the funnel and nurturing them through the buying process until they are ready to buy.
The LinkedIn Marketing Solutions platform—comprised of Display Advertising, Sponsored Updates, Sponsored InMail, Lead Accelerator, and Text Ads—is designed precisely with these full-funnel objectives in mind.
Whether you’re a demand generation marketer focused on leads, a brand marketer looking to increase awareness with a professional audience, or perhaps a little bit of both, our portfolio has been purpose-built to help you succeed in reaching the right prospects across any long and complex purchase process. Find out how the platform can help you, no matter what your goals are.
Similar a Using LinkedIn for Demand Generation (20)
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
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Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
5. @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
7. 41%
of online ads reach the wrong audience*
60-70%
Content goes unread**
*Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decision
***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey.
The challenge remains
Reach the right people and convert high quality prospects
9. 9
Missed Opportunities
4. 95% of website visitors don’t fill
out a form.
3. 61% of B2B marketers aren’t
using mobile marketing.
1. No less than 17 people are
involved in influencing major
enterprise tech purchases.
2. Forty-four percent of B2B
buyers researched company
products on a smartphone or
tablet in 2014
5. 80% aren’t opening emails.
6. Half of business decisions are
made outside of the office.1. InformationWeek, 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer
5. MarketingProfs 6. B2B Marketing
10. Reach only the right people
Deliver highly relevant
content in the right channel
Acquire new customers
Imagine if the funnel worked like it should
11. 11
The only full-funnel professional platform
Display Advertising
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics
& reporting
products that impact
every stage of your
funnel and get results
12.
13. Rethinking Demand Generation with LinkedIn
13
2. Tap into the value of
anonymous website visitors
1. Investing in the top of funnel to
drive bottom-funnel conversions
4. Reach prospects where they’re
most engaged
3. Tailor messages based on
people and interests
14. Let Top-Funnel Programs Drive Bottom-Funnel
Conversions
14
• Longer buying cycles in B2B/high-
consideration B2C
• Need to get your brand in front of
prospects early and often to seed
demand
• The more interest you drive at the
top, the more conversions at the
bottom of the funnel
15. LinkedIn Onsite Display
Reach a professional audience in a premium context
Target LinkedIn members with accuracy based on the
professional member profile, including audience segments
unique to LinkedIn.
Reach your audience in the high-quality context of the
LinkedIn desktop experience
Deploy a variety of formats from IAB standard ads to highly
engaging native formats
16. “LinkedIn’s ability to target our campaign helped us
find the quality leads we needed for the sales funnel.
We’re starting conversations with the right people,
which means increased conversions down the line.”
Andrew Hahn
Senior Manager of Online Marketing, MarketShare
Sharing content to raise awareness
Average clickthrough rates of 0.10% - double
MarketShare’s expectations
Campaign acquires leads in new verticals
High-quality leads are engaged and move further down the
sales funnel
17. Turn Anonymous Visitors into Customers
17
• Website visitors are valuable and
are interested in your brand
• 95% aren’t converting right
away—how can you keep your
brand in front of them?
19. “Lead Accelerator gives us a chance to re-engage prospects and educate
them on our value.”
Jennifer Madrid, Senior Director, Digital Marketing and Social Media, Broadridge
• Conversion rate 3X higher than
benchmarks
• Cost per lead lower than customer
benchmarks
Generate leads
FINANCIAL SERVICES
20. Tailor Messages Based on People and Interests
20
• Prospects are at different
stages of their purchase
decision.
• The content you provide must
be both educational and
relevant to what their needs
are.
22. • Nurtured IT professionals, marketers,
and other enterprise decision makers
with display and social ads
• Generated 640+ leads in just three
months
• Achieved a cost per lead well below
target
“Multi-channel nurturing makes sense – the sequencing and personalization
of ads aligns well with the B2B sales cycle.”
Director, Digital Marketing, Workfront
TECHNOLOGY
Lead generation
23. Reach Prospects Where They’re Most Engaged
23
• Be where your prospects are
• Engage them with content that is
useful and relevant, and when
they are most receptive to your
message
24. Deliver rich content in the LinkedIn feed across all devices
LinkedIn Sponsored Updates
25. “We’ve engaged valuable prospects who otherwise could have remained
out of reach.”
Heather Hildebrand, Senior Marketing Manager, Spredfast
• Drove qualified responses by 7x
• Increased lead production by more
than 500%
• Generated clickthrough rates 4x
above average
• Reduced cost-per-response to 83%
below average
Lead generation
PROFESSIONAL SERVICES
26. Get the attention of your highest-value audiences with personalized
targeted messages on LinkedIn
LinkedIn Sponsored InMail
27. Generate leads
• Open rate of 48% using Sponsored
InMail, with response rate 11x better
than other social channels
• Cost per lead 73% lower than other
social channels
• Clickthrough on Sponsored Updates
4x LinkedIn benchmarks
“With open rates as high as 48 percent, LinkedIn’s Sponsored InMail
knocked the socks off our own email campaigns – and Sponsored
Updates gave us the brand awareness we needed.”
Brett Chester, Vice President of Online Marketing, Replicon
30. Case study 1: launching an ebook with a
multi-channel campaign
• Objective: Drive Marketing Qualified leads through eBook downloads
• Targeting criteria:
• Propensity Model: 0.9 or higher OR Titles: Marketing Manager +
• Company Size: 50 employees +
• Geography: NAMER only
31. 31
LinkedIn Marketing Solutions uses a multi-Channel
approach to launching new assets
Sales Dev
Email
Lead Accelerator
SEM
Sponsored
Updates
Off platform paid
promotion
Social feeds
LinkedIn Display Webcasts
Asset Landing Page
Channels
Landing page
Sponsored InMail
Blog
LinkedIn Network
Display
40. LinkedIn Channels Drove 52% of all Leads
for the Crash Course campaign YTD
Email
21%
Sponsored Updates
21%
LinkedIn Display Ads
21%
3rd Party Display
10%
Lead Accelerator
10%
Facebook
5%
Blog
7%
Nurture
3%
Other
2%
41. 41
Case Study 2: Driving webcast registration
• Objective: Drive registration for partner webcast with Dell – “Dell’s Secret
to Successful Sponsored Updates”
• Email registrations were low – 361 registrations were generated using
email, we usually see 700-1000 registrants
• Targeting criteria:
• Title: Marketing Manager +
• Vertical: Technology
• Company Size: 200 employees +
44. A Few Final Thoughts
• Don’t underestimate the value of the top of the funnel for demand
generation
• Tap into the value of anonymous website visitors
• Tailor your messages and content to both unknown and known
prospects
• Engage with people when they’re most receptive
45. • Case Study Hub:
http://lnkd.in/marketingcasestudies
• LinkedIn Marketing Blog:
http://marketing.linkedin.com/blog/category/linkedin-sponsored-updates/
• eBook: The Demand Generation Marketer’s Guide to LMS
More helpful examples of what works on LinkedIn:
But before we get started, a few housekeeping items. Please do submit any questions you may have in the Q&A box, and we’ll save some time at the end to address them. You can join the conversation on Twitter using #LinkedInDemandGen, and follow us as well.
So what are we going to be talking about today? The topic of demand gen is a big one, but for today’s webinar, our goal is to focus on how you can use LinkedIn to support your demand generation objectives. A discussion of the buyer’s journey is key, here, specifically how it’s unpredictability requires today’s marketers to be ready whenever and wherever their prospects are ready to engage. And after we identify where the key gaps are in how we marketers approach the buyer’s journey, we’ll show you can take that same journey and turn those gaps into opportunities with specific LinkedIn solutions. And finally, my colleague Amanda who manages LinkedIn’s own demand gen efforts will walk us through some sample campaigns, and let us in on her own secrets to using LinkedIn for demand gen.
Today’s buyer’s journey is at its very core—unpredictable. There are often multiple people involved in the buying decision. And those people are using multiple devices to consume information, and at different parts of the day, inside the office and frequently outside of office hours. All of this complicates the buyer’s journey, and marketing’s role in it.
We all know that it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s buyers have no shortage of online destinations they can visit to to find information about products, compare prices, get social recommendations and so on.
Against this backdrop, content is playing a huge role in the buying process, making it easier for buyers to be self-sufficient, and that’s why they’re able to make it through most of this journey on their own. On average, people are consuming 10 of those pieces of content before making a purchase.
So with all this in mind, what are we as demand gen marketers currently using to help educate and engage with prospects during their buyer’s journeys? Demand generation strategies have evolved tremendously, even in just the past few years, so we have a lot of tools at our disposal. Display advertising has done much to help build our brands, as has our presence on social media. Content marketing continues to play a massive role throughout the marketing funnel, from brand-building and thought leadership to driving leads. And finally, we can’t forget our “tried and true” channels of email and search, which continue to be marketing workhorses for us.
But, no big surprise, getting relevant content in front of prospects where and when they need is far easier said than done. Why is that?
First, marketers are challenged to cost-efficiently get their brands and content in front of their target audiences early in the buy process, a challenge underscored by this Nielsen stat that more than 40% of ads are not reaching the right audiences.
Next, even when we do get in front of our prospects -- and even with the big investment most marketing orgs are making in content marketing -- it seems we’re struggling to be relevant, and helpful, with 60-70% of content we’re creating going unread. In fact, this stat from Sirius Decisions uncovered that the most cited reason as to why B2B content goes unread is that it’s irrelevant to the target audience.
Finally, as we drive prospects lower in our funnels, even when we manage to reach the right audiences and drive them to our websites, 95 of 100 visitors are leaving without filling out a web form. So, in the best case, you’re getting a 5% conversions on your site visitors – the average is more like 2 – 3%
This is a pretty sobering snapshot which implies a lot of potential value slipping through our fingers... but it also presents some pretty big opportunities for upside if we can make progress in these areas.
So what’s the bottom line? To be successful, marketers need to get their brands and the right message and content in front of the right prospects at every stage of the purchase decision if you want to to be in a strong position to shape the outcome. Said another way, relevant content is the key.
Let’s go back to the real-world buyer’s journey we looked at earlier. And this time, let’s dig deeper into the opportunities we’re missing.
No less than 17 people stat: http://www.insurancetech.com/is-the-cio-losing-control-of-tech-decision-making/d/d-id/1315218?
44% stat – “2014 State of B2B Procurement Study: Uncovering the Shifting Landscape in B2B Commerce,” Acquity Group, LLC
Half of business decisions made outside of the office - http://www.b2bmarketing.net/news/archive/research-news-half-business-decisions-are-made-outside-office
....but it also presents some pretty big opportunities for upside if we can make progress in these areas.
What if you could be sure to reach only the right people and deliver highly relevant content to them in the channels where they’re engaging. By doing so, you’d be better able to drive them to your site or the right destination based on your campaign.
Then, what if you could establish an ongoing connection with them and provide them the content they want at the exact right times to help them make their purchase decision?
What if you could eliminate all those leaks and realign the funnel, generating significantly more conversions and opportunities?
And this is where LinkedIn Marketing Solutions comes into play, by giving you the ability to reach impact your prospects anywhere along the buying process. We are in a unique position to help you a) generate awareness and reach more of the right people to send to your marketing channels b) nurture those audiences by delivering the most appropriate content depending on where they are in their purchase cycle.
Let’s see how we can use LinkedIn to start to rethink demand generation as we know it.
First let’s start with letting go of the bottom funnel for a bit, and focusing on how reaching more of the right people at the top of the funnel can really set our demand gen efforts up for success.
Next, let’s talk about that 95% of website visitors who aren’t converting on your website. LinkedIn can help you tap into the value of your anonymous website visitors.
Third, we all know the importance of being relevant in the way we communicate with our prospects. LinkedIn can help you customize your messages based on who people are and what their interests are.
And finally, let’s take a look at how LinkedIn can help you conquer the unpredictability of the buying process that we looked at earlier by helping you reach prospects when they’re most engaged, regardless of device.
Demand gen marketers need to start embracing the top of the funnel. Email and search are reliable channels and will always have value, but if you just rely solely on these traditional “bottom funnel” channels, you’re going to encounter challenges when it comes to reaching more of that right audience you’re looking for.
Next, let’s focus on all of those anonymous website visitors who aren’t converting when they come to your site. If you think about it, it’s not unreasonable for someone not to want to fill out a form right away – B2B and high-consideration B2C purchase decisions are generally long and complex. Historically, demand gen marketers would sit back and hope that people would come back to their site and eventually convert, but with LinkedIn, this no longer has to be the case.
LinkedIn Lead Accelerator enables marketers to deliver more high-quality leads to their sales teams by uniquely retargeting prospects anywhere online with relevant ads and content. The solution builds on the success brands have had using retargeting tactics but takes an approach purpose-built for B2B by enabling marketers to deliver ads based on the demographic profile of a prospect or customer, their online behavior, and how they may have engaged with your brand on LinkedIn – and then to sequence the most appropriate ads across the web based on where a prospect likely is in the buy process based on this behavior.
Marketing/training notes:
Product: Sponsored Updates
Bislr, a provider of marketing automation solutions based in
San Francisco, seeks to fill its sales pipeline with high-quality
leads that convert well, while also spreading the word about
the Bislr brand and products. LinkedIn Sponsored Updates
support Bislr’s goals of a favorable cost-value ratio and
high-quality lead generation and conversion, while also
growing brand awareness and lead volume.
Challenge
Bislr’s team of marketing experts is continually on the lookout
for new and effective ways to drive leads for Bislr’s own
marketing automation solutions. “We’re always testing new
channels, and LinkedIn consistently performs well against
search and other social networks,” says Gonzalo Mannucci,
Demand Generation Leader for Bislr. The next step was to
identify ways to combine paid demand generation campaigns
with social sharing
We all know the importance of relevant content. But to what extent have we been able to do this to both the prospects we know and have in our database AND all of the anonymous website visitors?
Again, this is where Lead Accelerator really shines.
Suppose you have two different audiences visiting your site:
One audience visits your home page, and bounces
The other audience dives deeper into the product section of your site
BOTH of those audiences are valuable – they have both raised their hand and indicated that they’re interested in what you have to say
SO, you want to nurture both of those audiences
BUT, you want to nurture them differently
For the Home Page Bouncers:
You probably want a relatively short nurture stream that focuses on higher level messaging and overall brand positioning.
For the Product Page Visitors:
You want to nurture them more aggressively with a longer nurture stream that tells your story the way you want to tell it.
You wan to leas the prospect through a series of messaging and content that ultimately drives directly to a conversion event
Marketing/training notes:
Product: Multi-Channel Nurturing
AtTask appreciates our technology, but ultimately it just wants high quality leads and lots of them. Its use of Multi-Channel Nurturing is textbook: it uses both website navigation and business demographic data to segment and nurture its anonymous website visitors. This has led it to drop other retargeting vendors who just weren’t hitting CPL goals, and this has been a huge lead generation engine for the company.
Text (highlights) of the case study:
AtTask is a cloud-based Enterprise Work Management solution that helps marketing, IT, and other enterprise teams conquer the chaos of excessive email, redundant status meetings, and disconnected tools. Unlike other tools, AtTask is a centralized, easy-to-adopt solution for managing and collaborating on all types of work through the entire work lifecycle, which improves team productivity and executive visibility.
On average more than 96 percent of the visitors to AtTask’s website leave without converting—a challenge shared by most B2B marketers with savvy products and long sales cycles. Micah Beals, Director of Digital Marketing at AtTask saw this as a huge opportunity. “In B2B you can’t expect most of your anonymous visitors to convert on their first visit to the website,” he explained. “To combat this we’ve tested website retargeting with various vendors in the past, but they’ve always missed our cost per lead targets.”
Segmentation and nurturing
AtTask began using Bizo Multi-Channel Nurturing, which provided a retargeting-like solution but was more catered to AtTask’s B2B sales cycles and enabled it to better speak to the unique needs and interests of different website visitors.
Using website navigation, anonymous visitors’ business demographic data and more, AtTask developed a variety of nurture paths that were customized for different audience segments. For example after visiting (then leaving) the solutions page on AtTask’s website, IT professionals would see sequenced waves of display and social ads over a several week period that were very specific to IT and related to its solutions, while other (non-IT) visitors would see different sets of ad creative and calls to action.
Finally, we can rethink demand generation by rethinking engagement. As we saw earlier, this goes back to the unpredictability of the buyer’s journey – because buyers are in control, marketers need to engage them with great content that is presented to them when they’re most receptive to receiving this content.
Down the funnel
Great for sharing content, in the feed, where people are most engaged
Across desktop, tablet and smartphone.
Upper funnel and lower funnel objectives
Marketing/training notes:
Product: Sponsored Updates
As a social media marketing company, Spredfast’s own marketers are keenly aware of the value of social for generating new, high-quality leads. However, finding social media decision makers, and using content marketing to attract their attention, proved challenging. “The titles of people who work in social media vary greatly – they might work in digital marketing, branding, or community relations,” says Heather Hildebrand, Senior Marketing Manager for Spredfast. “That made it difficult to pinpoint the right people for our campaigns.”
As we now move firmly into the lower half of the funnel where direct response goals reign supreme, Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level.
With the new messaging experience on LinkedIn, your brand can now join in on the conversation and make an impact. Sponsored InMail is the most direct and personalized way to reach your target audience on LinkedIn. Personalize and amplify your content with Sponsored InMail to effectively build trust, humanize your brand and drive high quality leads. Use Sponsored InMail to send a personalized invitations for industry events, webinars, VIP gatherings and open houses. Build credibility and get your content in front of people who matter most to your business in an uncluttered professional environment where business leaders come to engage with their connections.
Reformat – color LOL different (1 row/column)
Remove PR/Analyst Outreach
I’ll turn it back over to Jen to recap things for us.