LinkedIn Lead Accelerator: Drive More Effective B2B Marketing
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LinkedIn Lead Accelerator: Drive More Effective B2B Marketing
- 2. Introducing: LinkedIn Lead Accelerator David Karel Head of B2B Marketing LinkedIn @dhkarel Sudeep Cherion Sr. Manager, Product Marketing LinkedIn @sudeepekcherian
- 3. 3 • 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
- 4. 4 Connect the world’s professionals to make them more productive and successful LinkedIn’s mission
- 5. * 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
- 6. 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
- 7. 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
- 8. Increase targeted reach and quality conversions 8 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
- 9. 9 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
- 10. 10 Drive more effective marketing Increase awareness Build brand Shape perception
- 11. Increase awareness Build brand Shape perception Increase awareness Build brand Shape perception 11 Drive more effective marketing Improve lead quality Increase conversion Drive pipeline and revenue
- 12. 12 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
- 13. The only full-funnel professional platform products that impact every stage of your funnel and get results
- 14. 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.
- 15. LinkedIn Lead Accelerator Marketing automation for display and social advertising
- 17. 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
- 18. 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
- 20. Nurture Everyone. Everywhere Online. LinkedIn Sponsored Content Desktop and mobile Facebook News Feed Display Ads LinkedIn Network Of Publishers Global Ad Exchanges
- 21. 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
- 22. 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
- 23. 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
- 24. 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
- 25. Our customers tell our story better than us
- 26. In just three months generated: 210 responses from known contacts 475 new leads 15 new sales opportunities
- 27. 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
- 28. Re-engaged known contacts beyond email Increased page views by 27% from nurtured visitors Generated $960,000+ in new business
- 29. 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
- 30. Q&A Want to learn more? Visit marketing.linkedin.com 30
- 31. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
Notes de l'éditeur
- In fact, the very simple way to think about Lead Accelerator is that it is a marketing automation for digital media.
- It all starts with identifying the right audiences. We offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals. [CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENT’S TARGET AUDIENCE] Here are a few examples of filters you can use. After you find your target audience, the next step is to start influencing those people towards a purchase. To understand how that works on LinkedIn, let’s pick one individual from your target audience as an example.
- In the beginning of that process, all you know is that he’s part of your target audience. So the first message you send him might be a display ad or Sponsored InMail focused on getting his attention and generating awareness towards your brand or product / service. He’ll click the ad and go to your site to learn more.
- In the beginning of that process, all you know is that he’s part of your target audience. So the first message you send him might be a display ad or Sponsored InMail focused on getting his attention and generating awareness towards your brand or product / service. He’ll click the ad and go to your site to learn more.
- Let’s walk through an example to bring it home: Suppose you have two different audiences visiting your site: One audience visits your home page, and bounces The other audience dives deeper into the product section of your site BOTH of those audiences are valuable – they have both raised their hand and indicated that they’re interested in what you have to say SO, you want to nurture both of those audiences BUT, you want to nurture them differently For the Home Page Bouncers: You probably want a relatively short nurture stream that focuses on higher level messaging and overall brand positioning. For the Product Page Visitors: You want to nurture them more aggressively with a longer nurture stream that tells your story the way you want to tell it. You wan to leas the prospect through a series of messaging and content that ultimately drives directly to a conversion event
- Through Lead Accelerator you’re not only nurturing your prospects differently, but you’re reaching them wherever they travel online. Whether a prospect is on LinkedIn, Facebook, or browsing across the Web, you can deliver your sequenced messages, which are also synchronized across each channel – delivering a consistent experience for your prospect as they progress through the buyers journey.
- In the beginning of that process, all you know is that he’s part of your target audience. So the first message you send him might be a display ad or Sponsored InMail focused on getting his attention and generating awareness towards your brand or product / service. He’ll click the ad and go to your site to learn more.
- In the beginning of that process, all you know is that he’s part of your target audience. So the first message you send him might be a display ad or Sponsored InMail focused on getting his attention and generating awareness towards your brand or product / service. He’ll click the ad and go to your site to learn more.
- In the beginning of that process, all you know is that he’s part of your target audience. So the first message you send him might be a display ad or Sponsored InMail focused on getting his attention and generating awareness towards your brand or product / service. He’ll click the ad and go to your site to learn more.
- Why is it unique? Because: You make sure you’re focusing all your efforts to reach only the right audience. LinkedIn targeting is extremely powerful because it’s based on rich 1st party profile data, which can be segmented in many different ways. Once you find that audience, you can reach them wherever they are online, across al devices. You are able to maintain an ongoing connection with those people, delivering relevant content based on where they are in their decision process. We know that consumers expect brands to do just that – be always helping instead of always selling. With LinkedIn, you can sequence your messages to be delivered at the exact right time to your audience. You can easily and effectively track the impact of your campaigns, be they branding or lead gen oriented, and optimize accordingly to make sure you’re always getting the desired results.