1.
Russell Glass
Head of Products
LinkedIn Marketing Solutions
Prospect Nurturing

2.
Connect the world’s professionals
to make them more productive
and successful
LinkedIn’s mission

3.
* 2014 member number as of September 30, 2014
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*
32M
364M+
Professionals
join daily

4.
Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US
Members
worldwide
More business decision
makers than comparable
business sites
Higher buying power
index vs. comparable
business and social sites

5.
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

6.
Increase targeted reach and quality conversions
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

7.
Imagine if the funnel worked like it should
Reach only the right people
Deliver highly relevant
and helpful content
Tailor your message based on
where they are in the decision process

8.
Be the most effective platform
for marketers to engage
with professionals
LinkedIn Marketing Solutions’ mission
Be the most effective platform
for marketers to engage
with professionals

9.
The only full-funnel professional platform
products that impact every
stage of your
funnel and get results

10.
Deliver more high-quality leads to your sales teams by engaging
prospects anywhere online with relevant ads and content
LinkedIn Lead Accelerator
Engage
Engage the 80% of known prospects who
don’t open your emails.
Evaluate
Evaluate the impact of your nurture
programs.
Convert
Convert more of the 95% of anonymous web
visitors who don’t provide an email address.

11.
LinkedIn Lead Accelerator
Marketing automation for display and social advertising

12.
Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation

13.
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
business demographic
segments
Understand the audiences that
have already taken specific
actions on your site or converted
Identify and target your highest-value audiences, both anonymous
and known
Step 1

14.
Synchronize your Lead
Accelerator programs with
Eloqua and Marketo nurture
programs
Intelligently engage anonymous
and known prospects across ad
exchanges for display, and
Facebook and LinkedIn for social
Upload creative directly and allow
Lead Accelerator to optimize
delivery of the messages to the
right audiences at the right time
Sequence relevant messaging across display and social adsStep 2

15.
Increase conversion rates with AutoFillStep 3
Improve quantity and quality of
leads through access to
LinkedIn’s professional data
Instantly populate lead forms with
accurate, LinkedIn professional
data
Make it easy to fill out forms on
mobile with a single click

16.
Optimize ad creative and nurture stream design through platform-
supported A/B testing
Step 4
Turn on and off creative or swap out creative based
on real-time performance
Adjust order of messages, targeting, and nurture streams
based on audience interaction, engagement and other
performance metrics

17.
Track metrics including lift in
visits, engagement, conversions
by nurture path, and more
Get clear insight into nurturing
effort results via out-of-the-box,
full-funnel reporting
Use these results to inform how
you build out new target
segments and nurture streams
Measure program impact at every stage of the buy process through
built-in reporting
Step 5

18.
Nurture stream development,
ad modifications, and launch
On-site marketing
strategy & planning
Post-launch optimization
through the first month
LaunchPad
Ensure success with hands-on guidance from marketing experts

19.
Goal: support business growth – get access to credit
and open a business account
S
M
Small
business
owner
Marketer
S
M
Learn about
options
Branding/
awareness
“Be part of the
conversation”
S
M
Visit your
company's
website
Publish
relevant
content
S
Continue to
research across
the web
Nurture through
display & socialM
S
Fill a lead form or visit
a bank
Nurture more intimately
through email, display
& social adsM
S
Become a
customer!
Nurture to cross
sell & upsellM

20.
Our customers tell our story better than us