This document summarizes a presentation about using LinkedIn for social selling and marketing. It discusses establishing goals for growing an engaged database, increasing lead volumes, improving brand awareness and gaining new partner engagements. It provides tips on using LinkedIn tools like Navigator and campaigns to start conversations and set up meetings. Examples are given of success stories from the speaker's team in getting new deals, meetings and partnerships through their LinkedIn use. Guidance is offered on developing a strategic approach, tracking results, and gaining support from a LinkedIn relationship manager.

1. Dave Anderson
Senior Marketing Director Asia Pacific
Dynatrace
SOCIAL SELLING & MARKETING
WITH LINKEDIN

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Thank you
@daveando

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Digital Performance Management

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52% of the Fortune 500 firms
since 2000 are gone
@daveando

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Me. Dave Anderson
APAC Marketing Director.
Lauren Johnson
ANZ Marketing Manager
Anthony Clarke
ANZ Regional Director

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ANZ Sales Team

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Luke. LinkedIn Relationship Manager

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Our mission
Grow Engaged
Database
Increase
lead
volumes
Improve brand
awareness
New
Partner
Engagements

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Grow
Engaged
Database
Increase
lead
volumes
Improve
brand
awareness
New
Partner
Engagements

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New team.
Need leads.
Need a database.
Nobody knows who we are.
Let’s buy a database

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Building a business case
The Old Way The New Way
•Live database
•No call
•Warm emails to targeted
prospects (leads and new)
•Markesales
• Buy a database
• Cold Call
• Cold prospect emails to
new leads / database
• Sales vs marketing

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LinkedIn
Navigator
Campaigns
The Way we
Work
Relationship
Manager
Stories
Data
Social
Updates

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Start with Social
Social alert emails
Training
Tooling
Social
Updates
Shareability

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Reporting
Measuring usage
Social referrals
Data

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• 10,000 Sends
• 33% Open Rate
Linked In Average 20%
• 13% CTR
Linked IN Average 3-9%
Integrated Campaign with Nordstrom
•336,531 Impressions
•1387 Clicks
•$14.45 CPC
•57% Mobile!
•69 In-Mails Sent
•17 Registrations
•28% Success Rate
80% Registrations for Linked In
•UTM Tracking Competition
•Weekly Email Summary
•Fun, but accountability
$45 Cost per Conversion vs Google $90+

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Social Selling in Action
Meeting
$
August 17 Oct 25
Social
Events

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Minnie Mouse
Chief Innovation Office at Big Co.
Minnie
Minnie
Minnie
Stories

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Yeah right!

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Thanks for the heads up on this one Lauren - definitely
keen to attend. I'll share this one with my team.
Cheers! Mick
Thank you Lauren. Definitely keen to find out
more. I'll send some of my team members as
well. Thanks Dora
Hi Lauren, thank you for inviting me. Can I circulate
this to our digital transformation team?
Regards Astro

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• In personal: Noticed you
just download blah blah
What is happening?
• Personal: Noticed you used to work at X, who is a customer of ours.
Option A – Email or Call Option B – Inmail
We are time poor…
MAKE IT RELEVANT. MAKE IT PERSONAL.

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“It’s nearly a 100% success rate. If I target the email,
say the right things, keep it short, I get meetings
nearly every single time.”
Acting Career Highlights
1 x New Digital Partner with a Closed Deal
2 x New Tech Alliance Engagements
1 x Important CIO meeting
Dave Anderson – Director, Marketing
Usage: everyday

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Matthew Baker – Account Manager NSW
Usage: everyday
•Event usage - 80% of list build from Linked In = 3 Open Opportunity
•Continues to use it to build contact lists, follow up on leads.
“Upon researching a prospect, I was able to use
Sales Navigator to see a partner was
connected……….with a quick call to the partner,
they managed to set up a meeting with the CIO
for me”

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“Inmails for the Nordstrom meet up event were
addictive. Once I get a few successes, I wanted
more… It was fun to get people’s responses!”
Acting Career Highlights
- Global case best practice usage
- Training for all marketers at Dynatrace
Lauren Johnson – ANZ Marketing Manager
Usage: everyday

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Guidance - Relationship Manager
Strategic Advice
Support
stories (ours and others)
Finding a champion…
Original presentation

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Putting data front and centre

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It’s a social selling index…
SALES…
88 SSI…Read it and weep

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Help
Let’s connect

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