Demand Gen Report's Lead LifeCycle Series session presented by LinkedIn Marketing Solutions

1. #LLCSeries
#LLCSeries
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Demand
Gen
Report:
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LinkedIn
MarkeEng
:
@LinkedInMktg
Amanda
Halle
:
@ahalle
Andrew
Gaffney:
@agaffney

3. #LLCSeries
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4. #LLCSeries
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• Whitepaper
• Datasheet
• Contact
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5. #LLCSeries
Panelists
Amanda
Halle
Sr.
MarkeEng
Manager,
Demand
GeneraEon
LinkedIn
MarkeBng
SoluBons
MODERATOR:
Andrew
Gaffney
Publisher,
Demand
Gen
Report
@ahalle

6. Let’s Talk About
6
• What’s the Buyer’s Journey Really Like?
• Accelerating Leads with LinkedIn
• LinkedIn’s Multi-Channel approach to demand generation
• QA

7. 7
Today’s Buyer’s Journey
The only thing predictable about it is its unpredictability.

8. It’s a challenging world
Before customers
reach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the
Buyer’s Journey,” October 2012
Pieces of content
are consumed before
a purchasing decision
is made
Source: Zero Moment of Truth Study, Google

9. Display advertising
Social media marketing
Content marketing
9
Today’s Approach
Email marketing
SEO
Paid search

10. Increase targeted reach and quality conversions
10
The challenge:
Fill out a form*
Open emails**
Opportunities captured
*B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013

11. We Can Do Better.
11

12. 12
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

13. 13
Drive more effective marketing
Increase awareness
Build brand
Shape perception

14. Increase awareness
Build brand
Shape perception
Increase awareness
Build brand
Shape perception
14
Drive more effective marketing
Improve lead quality
Increase conversion
Drive pipeline and revenue

15. How Can We Rethink
Demand Generation?
15

16. Rethinking Demand Generation
16
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

17. Let Top-Funnel Programs Drive Bottom-Funnel
Conversions
17
• 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

18. Build Awareness with Display Advertising

19. “With LinkedIn Network Display, we’ve become a leading
brand in our space, and LinkedIn has been a key
contributor to our success – getting MyCase visibility with
the right people at the right time.”
Sarah Bottorff
Director of Marketing, MyCase
Results:
• Increased brand awareness and targeted web traffic
• Nearly 5x increase in the number of daily website visits from
legal professionals

20. Turn Anonymous Visitors into Customers
20
• 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?

21. LinkedIn Lead Accelerator Nurtures Everyone.
Everywhere Online.
LinkedIn Sponsored Updates
Desktop and mobile
Facebook News Feed Display Ads
LinkedIn SlideShare
Display
Global Ad Exchanges

22. “‘Nurturing’ is no longer limited to email. We’re using
display and social ads to guide prospects through the buy
cycle with highly relevant content − increasing
engagement and generating conversions along the way.”
Lucy Orloski
Marketing Director, Localytics
Results:
• 116% increase in page views per visitor; 56% increase in visits per
visitor
• Generated more than 870 new leads by nurturing anonymous website
visitors
• Leads converted to “sales qualified” 2x more than the company
average
• Nurtured known contacts to drive free trial sign-ups

23. Tailor Messages Based on People and Interests
23
• Prospects are at different
stages of their purchase
decision.
• The content you provide must
be both educational and
relevant to what their needs
are.

24. Lead Accelerator Lets You Nurture Everyone. Differently.

25. “Multi-channel nurturing makes sense – the
sequencing and personalization of ads aligns
well with the B2B sales cycle.”
Micah Beals
Director, Digital Marketing, Workfront
Results:
• 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

26. Reach Prospects Where They’re Most Engaged
26
• Be where your prospects are
• Engage them with content that is
useful and relevant, and when
they are most receptive to your
message

27. “The LinkedIn platform helped us create a modern take on the classic
vision of the golf course as the premier place to network. Since our
goal is to be the most engaged and social brand in golf, LinkedIn was
the perfect fit for our digital engagement campaign.”
Scott Goryl
Senior Manager of Global Communications, Callaway Golf
Results:
• 32% open rate for Sponsored InMails
• 139 likes, 79 comments on “Hit the Links” status updates
• 1,500 new followers for Callaway Golf Company Page
• 83% lift in positive sentiment on social networks

28. Crash Course to Full-Funnel
Marketing Campaign

29. Email

30. Display On Off LinkedIn

31. LinkedIn Sponsored Updates

32. Webinar

33. Sponsored InMail

34. Lead Accelerator

35. Blog

36. Results

37. • Campaign launched in Early April
• The webinar had 1,153 registrations
• Email – 823 registrants
• Sponsored InMail – 254 registrations
• Generated 556 Tasks and 300 MQLs in the first 30 days
• Top channels:
• Email
• Display
• Sponsored Updates
Results

38. MQLs by Channel
Marketing Qualified Leads

39. 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

40. #LLCSeries
Q
A
//
Panelists
Amanda
Halle
Sr.
MarkeEng
Manager,
Demand
GeneraEon
LinkedIn
MarkeBng
SoluBons
MODERATOR:
Andrew
Gaffney
Publisher,
Demand
Gen
Report
@ahalle

41. #LLCSeries
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