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Introducing:
LinkedIn Lead Accelerator
David Karel
Head of B2B Marketing
LinkedIn
@dhkarel
Sudeep Cherion
Sr. Manager, Product Marketing
LinkedIn
@sudeepekcherian

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• Got a question? Submit it in the Q&A box
• Join the conversation using #LeadAccelerator
• Follow us:
Twitter: @LinkedInMktg
LinkedIn: www.linkedin.com/company/linkedin-
marketing-solutions

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

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* 2014 member number as of September 30, 2014
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014*
32M
347M+
Professionals
join daily

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6Sources: 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

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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

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Increase targeted reach and quality conversions
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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

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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

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Drive more effective marketing
Increase awareness
Build brand
Shape perception

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

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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

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

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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.

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LinkedIn Lead Accelerator
Marketing automation for display and social advertising

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

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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

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Reach target audiences across
ad exchanges for display, and
Facebook and LinkedIn for social
Intelligently engage anonymous
and known prospects beyond the
inbox
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

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Nurture Everyone. Differently.

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Nurture Everyone. Everywhere Online.
LinkedIn Sponsored Content
Desktop and mobile
Facebook News Feed Display Ads
LinkedIn Network
Of Publishers
Global Ad Exchanges

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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

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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

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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

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Ensure success with LaunchPad, hands-on guidance from dedicated
B2B marketing experts
EACH LAUNCHPAD INCLUDES BENEFITS
On-site marketing strategy &
planning
Nurture stream development, ad
modifications, and launch
Post-launch optimization through
the first month
Learn best practices
Learn best practices for campaign
planning, creative messaging, and
optimizing ROI across all segments
Gain expertise
Become confident in the mechanics
of Lead Accelerator
Drive results
Turn insights and expertise into
successful campaigns that will drive
conversions and increase funnel
velocity

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Our customers tell our story better than us

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In just three months generated:
210
responses from
known contacts
475
new leads
15
new sales
opportunities

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In just three months generated:
210
responses from
known contacts
475
new leads
15
new sales
opportunities
Precise business demographic data
combined with customized nurture
paths allows us to serve sequenced
display and social ads to only our most
high-value, anonymous prospect
segments.”
Meagen Eisenberg
VP of Customer Marketing
DocuSign

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Re-engaged
known
contacts beyond email
Increased page
views by 27%
from nurtured visitors
Generated
$960,000+
in new business

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Re-engaged
known
contacts beyond email
Increased page
views by 27%
from nurtured visitors
Generated
$960,000+
in new business
We can reach prospects anywhere
online and make every interaction
with them more personal and relevant
throughout the buyer’s journey.”
Eric Hansen
Director of Demand Generation
Cetera Financial Group

29.
Q&A
Want to learn more?
Visit marketing.linkedin.com
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©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.