Explore LinkedIn’s demand generation capabilities and get equipped to create LinkedIn advertising campaigns that effectively generate and nurture high-quality leads.

1. LIVE WEBINAR
Using LinkedIn for Lead Generation

2. Candace Kim
Product Marketing Manager,
LinkedIn
Mark de Bruijn
VP | Head of Marketing EMEA & MEE
SAP Hybris
Molly Parker
Paid Social Account Manager,
3Q Digital
Today’s Speakers

3. 1 2 3
LinkedIn features for
lead generation
Best practices for
targeting, nurturing
high-quality leads, and
measuring ROI
Customer spotlight:
How SAP Hybris and
Vistage use LinkedIn for
lead generation
TODAY’S AGENDA

4. “Content marketing is all the marketing that’s left”
SETH GODIN

5. Content Marketing is the marketing and business process for creating and
distributing relevant and valuable content to attract, acquire, and engage a
clearly defined and understood target audience – with the objective of driving
profitable customer action.
5
CONTENT MARKETING INSTITUTE

6. Our Focus Becomes Too Narrow

8. How Do We Break Free From The Gate?
awareness
leads
customers
strangers
subscribers
opportunities
advocates

9. How Do We Break Free From The Gate?
awareness
leads
customers
strangers
subscribers
opportunities
advocates
AUDIENCE MINDSET CONTENT EXAMPLES
• Dreams of owning a home,
but unsure whether it’s the
right time
• Wants to buy a home, but
unsure what to look for in a
mortgage
• Has a home in mind and
ready to buy a mortgage,
but unsure about specific
features
• [Blog Post] “Top 10 Mistakes
Newlyweds Make”
• [Infographic] “Should I Rent
or Buy?”
• [Blog Post] “How to Tell a
Good Mortgage from a Bad
One”
• [Video] “15 vs 30 Year
Mortgage: What to Consider”
• Mortgage calculator
• Online brochure/consult offer

10. Top Funnel Content Closes Deals
CREATORS OF THOUGHT LEADERSHIP BELIEVE: DECISION MAKERS SAID:
“It helps us close and win” “Directly led you to decide to give
business to a company”
20%
45%
48%C-Suite execs
BDMs
Source: LinkedIn & Edelman, “How Thought Leadership Impacts B2B Demand Generation

11. Gated vs. Ungated
37% 75%
Of tech buyers are less likely to
consider a vendor that gates the first
piece of content
Of tech buyers are less likely to
consider a vendor that gates all
content
Source: LinkedIn, Nurturing the IT Committee Lead

12. 12
LEAD GEN
STRATEGIES

13. Source: 2017 DemandWave State of B2B Digital Marketing report
Generating quality leads & proving value
are the greatest challenges marketers face
56%
16%
Deliver quality leads
& prove ROI
Generating
enough leads
Producing quality
content
Securing staff
& budget
Not sure
Other
14%
8%
5%1%
WE ASKED MARKETERS
What is your
biggest digital
marketing
challenge?
13

14. Exceed your demand gen objectives with LinkedIn
Target Convert Measure
Matched Audiences
(retargeting, ABM, CRM)
1st party user-
identified data
Sponsored Content
Text Ads
Sponsored InMail
Lead Gen Forms
Insight Tag
Conversion Tracking
Website Demographics
Click & Conversion
Demographics
14

15. Engage your prospects with relevant content in the world’s
only professional feed and in premium placements beyondSponsored Content
CONVERT
Build customer relationships
at every stage of the buyer’s
journey on mobile, desktop,
and tablet.
15

16. LinkedIn Sponsored InMail
Send timely, convenient, and relevant private messages
to the people that matter most to your business
CONVERT
16

17. LinkedIn Text Ads
Generate quality leads with an
easy PPC solution
CONVERT
17

18. 18
Optimize your landing page

19. LinkedIn Lead Gen Forms
Capture quality leads using forms that are
pre-filled with LinkedIn profile data
CONVERT
Improve conversion rates on mobile
Measure your ROI, including the
specific audience segments you’re
converting into leads
Easily manage your leads: Download
from LinkedIn or send to your CRM or
marketing automation system
19

20. A/B test standard campaigns and Lead Gen Form campaigns
What You’re
Trying to Improve
KPI Will Lead Gen Forms
Help?
Conversion Rate CPL
Yes, by removing the
friction of conversions on
mobile devices
Marketing Qualified
Leads
MQL Yes, IF what is hindering
the movement to MQL or
SQL is the need for
prospects to download more
assetsSales Qualified Leads SQL
Opportunity
Creation
# Of Opps
Touched by LI, or
end ROI of LI
Not Directly. May be useful
to include within your
strategy, but pay close
attention to lead quality and
ensure your targeting is
locked in

21. LinkedIn ad targeting options
Align your targeting with your lead scoring model
Company name Job title Member skills* Field of study
Based on skills, endorsements
and keywords in profile
Company industry Job seniority* Member groups Degrees
derived from Job title
Company size Job function* Member age* Member schools
derived from Job titlederived from Company Page
derived from Company Page
Derived by using the
earliest degree
Location Years of experience* Member gender*
derived from start year and
month of current roles
derived from Member name
21

22. Demographic data from the
LinkedIn profile
*Target the prospects you care about more by retargeting your website visitors, or matching your
email contacts, account lists, marketing automation segments, against the LinkedIn audience
Email contact
targeting
Website
retargeting
Account
targeting
Data
integrations
Our data + your data:
Target the people most likely to become qualified leads
22

23. Reach more people with the
LinkedIn Audience Network
and Audience Expansion
Engage even more qualified
prospects and discover new
potential customers by activating
the Audience Network and
Audience Expansion on your
campaigns.
LinkedIn Audience Network & Audience Expansion
TIP
23

24. BEST
PRACTICES
24

25. Install the LinkedIn Insights Tag
Website Retargeting
25
Laptop screen area
Conversion Tracking
& Auto-Optimization
Website Demographics
Tips when using the Insights Tag:
● Place the tag in the Global Footer of your site
● Only have one Insights tag on your landing pages to prevent tracking discrepancies
● Need an Image pixel? Reach out to your LinkedIn rep for more info.

26. Track your post-click activity using
the LinkedIn Insights Tag
Native Conversion tracking allows
you to track both click and view-
based conversions directly in the
Campaign Manager interface.
Set Up Conversion Tracking
TIP
26

27. Conversion Tracking Metrics

28. Measure leads and conversions
from specific audiences:
Understand your converting audiences
Company name
Industry
Job function
Seniority
Geo
Company size
28

29. Use conversion tracking
auto-optimization
Set your campaigns to
optimize toward the highest
converting ad
Laptop screen area
29
Improve your campaign cost per action through
automated bidding

30. CASE
STUDIES
30

31. Mark de Bruijn
VP | Head of Marketing EMEA & MEE
SAP Hybris
SAP Hybris

32. CASE STUDY
32
Company
SAP Hybris is a business unit of SAP, providing
omnichannel customer engagement and
commerce solutions.
Marketing Objectives
Success Metrics
Generate qualified leads within key markets in
EMEA
Primary KPIs include Click-through Rate,
Conversion Rate and Cost per Inquiry
LinkedIn solutions:
• Sponsored Content
• Lead Gen Forms for Sponsored Content

33. CASE STUDY
3xincrease in CVR
after incorporating
Lead Gen Forms in
Sponsored Content
campaigns
decrease in cost per inquiry,
compared to campaigns driving
users to Hybris.com
58%
33
61%
higher CTR than
network benchmarks for
Tech advertisers in
EMEA

34. TIPS
34
Localize your content and creative
to improve engagement
86% of the localized advertising
campaigns outperformed the English
campaigns in both click-throughs and
conversions
Localization is more than just
language translation. It’s about
customizing your message based on
regional and cultural norms.
Use Lead Gen Forms to
increase conversion rates
Lead Gen Forms can get up to
3x better conversion rates
than Sponsored Content.
If your website or landing pages
aren’t optimized for conversion,
consider using Lead Gen Forms to
capture conversions within the
LinkedIn ecosystem.
Test multiple ad variations to
optimize performance
If it can be tested, it can be
improved.
A/B testing is extremely important to
maximizing your efforts and learning
what formats, images or messages
resonate best with the people who
matter to your business.

35. Vistage ⎮ 3Q Digital
Molly Parker
Paid Social Account Manager,
3Q Digital

36. VISTAGE
CASE STUDY
36
Company
Vistage Worldwide, Inc. is a organization that
facilitates private advisory boards for
• CEOs
• Senior Executives
• Business Owners
Marketing Objectives
Success Metrics
Increase volume of qualified leads while
maintaining CPL targets.
Cost Per Qualified Lead
LinkedIn solutions:
• Text Ads
• Sponsored Content – Lead Gen Forms
• Sponsored InMail
• Matched Audiences
• Conversion Tracking
• Lookalike Targeting

37. VISTAGE TEXT ADS
CASE STUDY
decrease in cost per
qualified lead compared
to other ad products
with same targeting
24%
increase in qualified lead
CVR compared to other
ad products
51%
37

38. VISTAGE SPONSORED CONTENT LEAD GEN FORMS
CASE STUDY
increase in CTR in the
duration of the
campaign with same
targeting and ads
52%
improvement in CPL compared
to standard Sponsored Content
campaigns
47%
38

39. VISTAGE
TIPS
Ask for relevant form fields
only on lead gen forms
39
Design your landing pages
for mobile
80% of engagement
with Sponsored Content happens
on mobile.
Ensure your landing pages are
mobile-optimized so you capture as
many leads as possible on your site.
Run multiple ad products
Lead Gen Forms drove
2x
better conversion rates
than Sponsored Content due to
asking only the most important
questions needed to qualify a
lead.
By running multiple ad types we saw
over a
2x
increase in lead volume
Running across multiple ad types allows
you to reach more people and increase
volume.

40. 40
PUTTING IT ALL
TOGETHER
A step-by-step path to
demand gen on LinkedIn

41. TARGET
CONVERT
MEASURE
1
2
3
4
5
6
Target your ideal customer persona
with accurate, profile-based
demographic targeting.
Target people likely to convert
with Matched Audiences to
engage people who’ve shown
affinity for your brand; for
example, website visitors.
Publish content relevant to the
professional mindset on mobile and
desktop by leveraging Sponsored
Content, Sponsored InMail, and Text Ads.
Seamlessly collect leads using forms
pre-filled with quality LinkedIn profile
data: On your website with LinkedIn
AutoFill, or directly in the LinkedIn app
with Lead Gen Forms.
Measure lead quality,
return on ad spend, conversion
rates, new site visitors
acquired, and more using built-
in campaign lead reporting and
conversion tracking.
Use campaign and website
analytics to optimize your results
for even greater impact
Iterate and Improve
41

42. 1
2
3
4
5
Set up your insights tag
Set up conversion tracking
42
Ensure you have content for the full funnel
Test your landing pages on MobileTest.me
Try out a Lead Gen Form campaign
What can I do today?

43. THANK YOU

44. Landing page: Ensure mobile-friendliness
Form fields
encouraged2-4
Average clicks
driven by mobile70%
Above the fold
100%
TIP
44
Not sure? Test on 3rd
party MobileTest.me
to view rendering
across devices