LinkedIn is one of the strongest social media tools available when it comes to generating business leads. And as we enter a cookieless world, evolving and nurturing audience data has become more important than ever. With consumers having more control over consent, businesses need to work harder on creating relevant, value-based experiences for users. Kineta will deep dive into strategic best practices to help you attract audience attention, drive better quality leads over quantity, whilst setting your business up for long-term success.

1. Lead Generation
on LinkedIn
Kineta Kelsall | Jellyfish
SLIDESHARE.NET/USERNAME
@Kineets

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets

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. BRIGHTON SEO LEAD GEN ON LINKEDIN
01 Lead Gen on LinkedIn
02 The products
03 Driving quality leads
04 Inspirational examples
Agenda
Twitter @kineets

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Objective: Best
night out of my
life
Brief: Where
are you going
to take me?
BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Value exchange.
BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets

6. © 2021 Jellyfish Digital Group Limited Confidential & Proprietary
Twitter @kineets
Lead Gen
on LinkedIn

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
LinkedIn:
Full funnel opportunity
BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
SEE
THINK
DO
CARE

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
SEE
THINK
DO
CARE

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Demand Generation
Make people FEEL.
Build a personal brand for
your business.
Twitter @kineets

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
■ Trust
■ Authority
■ Credibility
■ Personality
■ High organic reach
Demand Generation
Twitter @kineets

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
SEE
THINK
DO
CARE

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Lead
Generation
The process of
collecting
names and
contact
information

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Lead
Generation
■ Tightly targeted
■ Data driven
■ Action specific (do)
■ Value based
■ Commercially focused

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Long term success is
when there’s a balance
of brand and
commercial activity
BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
The differences between brand building
and sales activation
Brand Building Sales activation
Creates mental brand equity Exploits mental brand equity
Influences future sales Generates sales now
Broad reach Tightly targeted
Long term Short term
Emotional priming Persuasive messages
Source: Les Binet and Peter Field, Media in Focus:
Marketing Effectiveness in the Digital Era, IPA, (Figure 01)
Demand Lead

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
The differences between brand building
and sales activation
Brand Building Sales activation
Creates mental brand equity Exploits mental brand equity
Influences future sales Generates sales now
Broad reach Tightly targeted
Long term Short term
Emotional priming Persuasive messages
Lead
Source: Les Binet and Peter Field, Media in Focus:
Marketing Effectiveness in the Digital Era, IPA, (Figure 01)

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
The differences between brand building
and sales activation
Brand Building Sales activation
Creates mental brand equity Exploits mental brand equity
Influences future sales Generates sales now
Broad reach Tightly targeted
Long term Short term
Emotional priming Persuasive messages
Source: Les Binet and Peter Field, Media in Focus:
Marketing Effectiveness in the Digital Era, IPA, (Figure 01)

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
A study by Neuro Insights said
our brains don’t like overt
selling/hard sell - they switch off
- but people will become more
open to the hard sell if you
know/like your brand
BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets

21. © 2021 Jellyfish Digital Group Limited Confidential & Proprietary
Twitter @kineets
How Lead Gen
translates on
LinkedIn

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Lead Generation as a part of
Objective Based Buying on
LinkedIn Campaign Manager
DO
THINK
SEE
Objectives aligned with stage
in the Marketing Funnel

23. © 2021 Jellyfish Digital Group Limited Confidential & Proprietary
Twitter @kineets
The products

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Targeting
Ad
formats &
features
Reporting &
optimisation

25. © 2021 Jellyfish Digital Group Limited Confidential & Proprietary
Twitter @kineets
Driving Quality
Leads on LinkedIn

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Pre-campaign
qualification
questions you should
be asking yourself

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Who are we targeting are what
mindset are they in?

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Is there a value exchange?

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
What does ‘good’ look like?
Quality over quantity

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
How long is your sales cycle?

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
How are leads nurtured?

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Ways to use your own data to nurture your leads
Demographic
DATA
from the
LinkedIn profile
Retargeting
Account
targeting
Contact
targeting
Lookalike
audience
targeting
Do you use
marketing
automation
tools?

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
How you’re
going to capture
your leads

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Two ways to track your leads
Conversion
Tracking
Lead Gen
Forms
*Can track conversions on thank-you page
on Lead Gen Forms

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Why website conversion tracking
Attribution
modelling
Traffic and
juice to
your site
Deeper
insights or
optimisation

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Why Lead Gen Forms
■ Pre-filled with
LinkedIn profile data.
■ Manage your leads.
■ Less friction and
more action.
Lead Gen Forms drive
5X
Higher conversion
than landing pages

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Assets needed to start a Lead Gen Form campaign
Ad
creative
Lead Gen
Form
Thank you
page

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Best practice
Keep the number of
questions to a minimum
Make sure images and copy
are relevant throughout

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Best practice for lead form creation
Use predefined questions
wherever possible
Be direct: make sure
messaging matches the CTA

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Best practice
VALUE EXCHANGE!
Keep your Lead Gen Forms
fresh & add a Thank You

41. © 2021 Jellyfish Digital Group Limited Confidential & Proprietary
Twitter @kineets
Bringing it all
together

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Upper Funnel:
Video Ads
featuring an
educational video
“Watch Invisible Air
Pollution Turn
Visible”

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Mid-Funnel
(demand gen):
Leveraged the
Event format
Retargeted
professionals

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Bottom Funnel:
Retargeted
attendees with
Newsletter Lead
Generation Ads

45. © 2021 Jellyfish Digital Group Limited Confidential & Proprietary
Twitter @kineets
Wrap up

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
Relevant
On a lifestyle level
Committed to the
cause
It should be
your DNA
Authentic
Be a natural fit
between brand
and topic
Consistent
It builds trust

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. BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets
BRIGHTON SEO LEAD GEN ON LINKEDIN Twitter @kineets

48. © 2021 Jellyfish Digital Group Limited Confidential & Proprietary
Twitter @kineets
Questions