You’ve launched campaigns, A/B tested, and know LinkedIn best practices….  Now it's time to take your LinkedIn campaigns to the next level. Learn how with the help of this deck from our Masterclass series!

1. Welcome!
Please help yourself to breakfast & coffee. We’ll
start around 9am.

2. Advanced Strategies
On LinkedIn

3. Sally Johnson Allie Schwartz
Your
Presenters

4. Ice Breaker
Turn to your neighbor and share your favorite
thing about Fall.

5. You’ve Launched Campaigns, A/B Tested, and
Know LinkedIn Best Practices….

6. Now What?

7. Time to Take Your LinkedIn Campaigns to the
Next Level

8. Agenda
The Next Step in Targeting:
Matched Audiences
↓
The Next Step in Strategy:
Marrying Sales + Marketing
↓
The Next Step in Reach:
Pairing Products for Impact
↓
The Next Step in Lead Gen:
Lead Gen & Measurement
↓
The Next Step for LinkedIn:
Product Roadmap

9. The Next Step in Targeting:
Matched Audiences

10. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

11. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

12. Adding a LinkedIn
Insight Tag
IMPORTANT:
Skip this step if you already have
an insight tag on your page
Add a lightweight javascript code
to your site
1
Only add one tag per website domain
Make sure all your domains are listed on the Insight Tag
menu or the retargeting segment may not work correctly.
2
Give the tag some time to build
While the tag may take up to 48 hours to build your
audience, you can set up your website targeting
segments right away.
3
1
STEP
12

13. Copy + paste the Insight Tag code into your site’s
global footer, or email the instructions to your web
team.
if you already have a
LinkedIn tag on your site
If adding the tag to your global
website footer is not possible, tag
the page(s) you want to use for
website retargeting
While website retargeting
may work with an image pixel,
javascript tag is recommended
IMPORTANT: SKIP THIS STEP
WORKAROUND FOR GLOBAL TAG
IMAGE PIXEL SUPPORT
13

14. Creating website
retargeting
audience segments
Once your account is set up, navigate
through the campaign creation flow until
you reach the targeting page
Click on Create an audience to retarget
Define the web URLs that will make up
your website retargeting segments
1
2
3
Complete setup steps and activate
your campaign
4
Your campaign can begin delivering once your
audience segment reaches 300 members
2
STEP
14

15. Once you arrive on the targeting page, click on Create an audience to retarget.
User must have “Account manager” or
“Campaign manager” access to
access website retargeting
ACCESS TO CREATE AUDIENCES
15

16. Only you and admins managing your
campaign will see the audience name
The URLs must belong to a domain
you entered in your Insight Tag
You can always come back and add
additional URLs to your audience segment
SEGMENT NAME
ADD THE WEBSITE URL
ADDING MORE URLS
Multiple URLs in one segment are “OR”
example: “acme.com/products” OR
“acme.com/services”
“OR” RELATIONSHIP BETWEEN URLS
16
“Starts with” – any page whose URL starts with these characters.
“Exact” pages whose URL matches these characters in their entirety.

17. Let your
audience build
3
STEP
Once you’ve finished setting up your audience,
click “Done” to proceed.
You can proceed with setting your campaign live or save your campaign
as a draft until the audience builds up.
If you set your campaign live, it can begin delivering
as soon as your segment reaches 300 people.
We need sometime to build your audience…
17

18. Once you’ve finished setting up your campaign, you can access your retargeting
audiences under Tools/Account Assets in the top navigation menu.
18

19. Clicking Edit will allow you to edit details on any retargeting audiences you’ve
created.
You can add any additional URLs if needed here (please note that it will take up to 48 hours to add any
additional audiences). 19

20. Helpful tips to keep in mind
Audiences will not be matched unless the Insight Tag is correctly installed. Please
make sure that the Insight Tag appears as Verified before building your audiences.
Depending on traffic across your website segments, your audience may take time to build. At
least 300 members must be matched before campaign can begin serving impressions.
Once at least 300 members are matched, the campaign will launch automatically
if you activated your campaign by clicking “Launch.”
Keep in mind broader may be better depending on your site traffic. Test broader website
segments before going super niche.
20

21. Questions?

22. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

23. SETUP WALKTHROUGH
Company Name & Email Contact
Targeting
23

25. Label the header row
“companyname”

26. Finish setting up your targeting and launch your campaign.
(Please note that it may take up to 48 hours to process)
Don’t forget to launch your campaign!
Impressions will begin delivering only after
LinkedIn matches enough members.
You may
include or
exclude an
account list.

28. Targeting using uploaded lists: A few things to
remember
Use a CSV file following the correct format
using the approved templates
• Check spelling
• Avoid using special characters, URLs.
• Remove all formatting for optimal match rates.
Avoid hyper-targeting; it could limit scale and
delivery of your campaign. This includes:
• Uploading lists that are too small (we recommend
at least 1,000 companies or 10,000 emails), or
• Layering too many targeting criteria in addition to
the account list.
Target influencers or decision makers
for optimal response rates.
Larger lists will likely have better match rates.

29. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

34. Noteworthy Items:
For larger lists, it may take up to 48hrs for the lists to appear
The lists will automatically sync to your marketing automation
platform (within 24hrs)
List must match 300 members before it can be used as a
targetable segment, though we recommend lists of around 10,000
contacts for scale

35. Questions?

36. Strategy:
Content pairing and how to measure
success with Matched Audiences

37. Contact Targeting Using Data Integrations:
Use Cases & How to Measure Success

38. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

39. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

40. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

41. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

42. Website Retargeting
Mapping Content to the Funnel

43. Segment Site Traffic by Level of Engagement
Serve each audience content tailored to their stage
Homepage visitors: Visited homepage but not additional pages
Visited key pages such as product details
Visited pricing pages; landing pages;
deep product insights
Converters - reached a
Thank You page OR
target list of current
customers using email
contact targeting
Engaged
Least Engaged
Most Engaged
Acquired
Tip: Remember to keep in
mind scale. If site traffic is
limited, start with an Entire
Website or Homepage Visitors
segment and gradually
introduce more layers as the
retargeting pool grows.
Audiences must match at least
300 members to begin
delivering, but you’ll need
much more to scale an
effective campaign.

44. • Low Friction Content: encourages user to consume content &
engage with the site
• Brand Logo prominent, yet CTA is still large & clear
• Other Content That Works: Top Ten lists, ‘How-to’ guides,
White Papers, Infographics, Checklists, Blog Posts, Videos
Why it works…
LEAST ENGAGED
ACQUIRE
MOST ENGAGED
Use Thought Leadership to Engage Site Visitors and appeal to a broad audience
Homepage Visitors
ENGAGED
Awareness
Interest

45. • CTA is still large & clear
• Low Friction Content that is slightly more promotional/directly
correlated with buyer’s interest
• Other Content That Works: White Papers, eBooks, Product
Previews, Case Studies, Research/Reports
Why it works…
ENGAGED
ACQUIRE
LEAST ENGAGED
Help Visitors Understand What You Do with Valuable Information,
without Being Too Promotional
Engaged Visitors
MOST ENGAGED
Consideration
Interest

46. 46
• CTA is more aggressive & visually dominant: “Try Today”
• Relevant value prop that is likely to resonate with a user that
has already engaged/done research
• Other Content That Works: Demos, Webinars, Case Studies,
Data Sheets, ROI Calculators, Free Trials
Why it works…
ACQUIRE
MOST ENGAGED
ENGAGED
LEAST ENGAGED
Differentiate Your Company from Competitors by
Giving Visitors Tools to Determine Fit & Need
Qualified/Converted Visitors
Favorability
Action

47. Create a Seamless Experience from your Ad:
Provide More Information & a Prominent CTA
Optimize Your Landing Pages
● Visually match my ad?
● Have a clear, compelling title?
● Include a description of the
offer?
● Include a short form with
minimal fields?
● Have a clear call to action
button?
● Have minimal or no
navigation? Extra navigation
can give too many places to
click, making it difficult to track
engagement and measure
success
Does my landing page…

48. Ensure Landing Page is Mobile-Friendly
Form fields2-4
Average clicks
driven by mobile70%
Above the fold100%

49. Keep Your Forms Short & Use LinkedIn Autofill to increase data quality and
conversion rate
Optimize Your Registration Form
No one wants to fill out a lengthy
form. Only capture the information
you absolutely need – this will
help with conversions, especially
on mobile.
Marketo reports a $10 drop in
CPL when shortening a form from
9 fields to 5

50. Maintain a Balance of
Gated vs Ungated Content
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, 2014

51. Questions?

52. Leveraging Lists for Exclusions
Using Existing Data to Tailor Who You’re Messaging

53. Contact
Management
Platforms
(Known Prospects
or Customers)
Email Lists
(Known
Prospects or
Customers)
Retargeting
Pools
(Engaged
Audience)
We Have the Data...
Website
Converters
(Engaged
Audience)
Account Lists
(Prospect
Accounts OR
Competitors
OR Clients)

54. Use Cases Content
Demographic Targeting [EXCLUDING]
Known or Engaged Prospects
High Level Content, Introductory Assets,
Value Prop/Industry News
Retargeting [EXCLUDING] Current
Clients
Educational pieces, Product
Options/Demos, Case Studies
Retargeting or Demographic Targeting
[EXCLUDING] Competitor List
Same As Above (ensures you are not
wasting impressions or sharing your
content strategy)
...Now Lets Use It!

55. Balancing Accuracy with Scale
Appropriately Integrate Matched Audiences with Your Strategy

56. DON’T [go too niche]

57. DO [Have a Balanced Strategy]
Robust and Accurate Targeting...that’s Balanced

58. DON’T [Mix Remarketing with outside Lists]
These Two Features will ‘AND’ not ‘OR’

59. It’s an Art not a Science
Test What Works Best to Achieve Your Marketing Goals

60. EXAMPLE
Let’s Say You Want to Target IT Decision Makers....

61. EXAMPLE
It Works...But is it the Best?
BASIC

62. FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Email
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Skills
with
Manager+
Layer
IT Decision
Makers
EXAMPLE
Let’s Get Robust

63. Questions?

64. Break

65. The Next Step in Strategy:
Sales + Marketing:
Better Together

66. Marrying Sales + Marketing On LinkedIn
How To Guide

67. Sales and Marketing are converging
Awareness
Revenue
Marketing
Sales
Marketing is...
❏ Engaging prospects
deeper in the funnel
❏ Measuring impact
on close rates and
sales cycle
Sales is...
❏ Driving brand awareness
via social
❏ Playing a bigger role in
educating customers

68. The Challenge
LinkedIn Campaigns are
bringing in leads to your
inbound sales teams, but
not converting to Sales
Accepted leads (i.e. High
Volume but Low Quality)
Marrying Sales + Marketing On LinkedIn

69. The Challenge
You are having trouble with
scaling campaigns that are
targeting your decision
maker
Marrying Sales + Marketing On LinkedIn

70. The Solution
Identify Gaps between your
Saved Leads and Target
Audiences. Then adjust your
marketing efforts to align
with sales to increase
traction and/or expand scale
Marrying Sales + Marketing On LinkedIn

71. How?
Sales Navigator Audience Audit

72. Engage buyers
with personalized
outreach
Understand
what buyers value
Target the
right buyers
and companies
Sales Navigator helps sales teams create value in three ways

73. Sales Navigator companies have seen the following success
*Averages of influenced opportunities based on a June ‘17 analysis of 600+ CRM-synced companies with at least 6 months on contract
Larger Deals
when using Sales Navigator to
connect with decision makers
Higher Win Rates
when using Sales
Navigator to close deals
Opportunities Sourced
when using Sales Navigator to
find customers*
35%+5%+34%+

74. Your Sales Team is heavily focused on the below Industries

75. Your Marketing Aligns Well With the Top Three Industries

76. But There is Room for Improvement Among Other Industries
Retail
Professional
Services
Government

77. Connect Campaign Manager
to Sales Navigator
Unlock an audience you
couldn’t target before
Target saved accounts &
leads using Matched
Audiences
A solution to nurture your sales team’s high-value accounts and contacts
Coming Soon: Sales Navigator Account and Contact Targeting

78. Questions?

79. The Next Step in Reach:
Pairing Products for Impact

80. Product Pairing for Event Based Content
Sponsored Content + InMail

81. Sponsored Content + InMail
Sponsored InMail open
rates are 128% higher
if users are exposed to
Sponsored Content first

86. Product Pairing for Evergreen Content
Sponsored Content + Text Ads

87. Product Pairing for Evergreen Content
Tech Company (Security) | 500 Employees | Privately Held

88. SnapCap is an online lending platform that specializes in
offering loans to small business owners who are
under-served by banks or who may not have access to
capital.

91. The Next Step in Lead Gen:
Lead Gen & Measurement

92. Lead Gen Forms

93. Lead Gen Forms - Demo

94. Lead Gen Forms
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
assets or certain assets (demos, free
trial etc.)
Sales 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 ensuring
your targeting is locked in

95. Noteworthy Items:
Lead Gen forms are only on mobile at this time
Help to reduce the friction of a conversion on mobile
Will help if your main issues are at the point of conversion, but
will not be an immediate fix for quality issues that are surrounding
MQL/SQL, or overall ROI

96. Campaign
Measurement
Conversion Tracking
Conversion Demographics
Website Demographics

97. Measure lead quality and advertising ROI
Laptop screen area
97
Use conversion tracking
Measure leads
collected on your
website with LinkedIn’s
free native conversion
tracking tool

98. Step 1. Click on “Create conversion”
You can begin by going to the
Account Assets menu and click on
“Conversion Tracking”. There you
can create a new conversion.

99. Step 2. Create your conversion
Give your conversion a name.
Then, define the conversion type (e.g. Lead, Add
to Cart, etc.)
(Optional) You can also assign your conversion a
value– i.e. what a conversion is worth to your
business.
For a full guide on setting up Conversion Tracking, please refer to our Getting Started YouTube video series.

100. Step 3. Generate your event-specific pixel
Select the “Event-specific pixel” option.
This will generate a unique code for the specific
conversion, which you can then install within the
event-specific code (for example, inside an
on-click event).
APAC Conversion - Q3 FY17
$100
Warning! The above code is just an example and for illustration purposes only.
You will need to generate your own unique event-specific pixel and install it.

101. Use demographic
analytics
Ensure you’re converting
the right people: Use
LinkedIn’s campaign
reporting to measure the
types of segments you’re
converting.
Campaign Demographic reporting helps you
measure lead quality

102. Use demographic
analytics
Better understand the
audience visiting your
website and uncover
new audiences to target
Website Demographic helps you better understand
audiences coming to your website

103. Questions?

104. Sally Johnson
https://www.linkedin.com/in/sallyhettle/
Allie Schwartz
https://www.linkedin.com/in/allieschwartz/
Thank you!

106. Appendix

107. ACQUIRE
ENGAGED
LESS
ENGAGED
Awareness
Interest/Consideration
Favorability
Action
Awareness/Thought Leadership
Education
Special Offer
STAGE OF THE FUNNEL CREATIVE MESSAGING
B2B buyers are consuming 2-7 pieces of content
from a vendor before purchasing*
Mapping Content to the Funnel
*Source: DemandGen 2014 B2B Buyer landscape
Recommended: 3-4 pieces of
content per phase

108. marketer objectives
Exceed
• Whitepaper Download Ad Unit (Dynamic Ads) | Q3 2017
Drive content downloads with your target audience
• Lead Gen Forms For Sponsored InMail | Q3 2017
Easily collect quality leads through InMail messaging using
pre-filled forms
• Conversion Auto-Optimization | Q3 2017
Let LinkedIn automatically adjust your Sponsored Content
campaign bid to get more website conversions at a better price
• Carousel Sponsored Content | Q4 2017
Better engage your audience with a content carousel
• Sponsored Video | Q4 2017
Engage your audiences with video content across the web

109. value through
analytics & insights
Prove
• 3rd
Party Impression Tracking | Q3 & Q4 2017
Trusted 3rd party tracking of results
• Refreshed Reporting View | Q4 2017
New reporting view to understand performance quickly and
easily

110. usability of products &
capabilities
Simplify
• Improved Ad Creation | Q3 2017
Enhanced ad preview, better sharing of account assets, and
ability to edit Sponsored Content after launch
• Campaign Groups | Q4 2017
Organize, manage, budget, and report across campaigns (and
IOs) within one "permanent" account
• Manager Accounts | Q4 2017
Allow agencies & clients to easily share access to LI business
(or enterprise) accounts easily and securely

111. the audiences
that matter
Target
• Sales Navigator Account & Contact Targeting | Q4 2017
Nurture leads saved by your sales teams
• Location Targeting Options | Q4 2017
Deliver ads based on members’ profile location or profile
location and IP address
• Asset Management | Q4 2017
Share website audiences and uploaded lists across your
Campaign Manager accounts

112. Matched Audiences
Best Practice One-Sheeters

113. Matched Audiences - Retargeting Lists
A few things to remember
Remember to run general
brand/Direct response content in
addition to Retargeting to make
sure you’re filling the funnel with
the relevant audience
Start broad -- begin by
retargeting your full website
traffic, and add additional filters
as the audience grows
Retargeting audiences must be at
least 300 members in order to
start serving impressions

114. Matched Audiences - Account Lists
A few things to remember
Target influencers or decision makers
for optimal response rates.
Ensure lists follow the correct
formatting by using one of the
templates available. Remove all
special characters and check
spelling
Avoid hyper-targeting; it could limit scale and
delivery of your campaign. This includes:
• Uploading too small a list of companies or
• Layering too many targeting criteria in
addition to the account list.

115. Matched Audiences - Email Lists
A few things to remember
Ensure lists follow correct formatting
and are using the approved templates.
Check spelling and avoid special
characters
Avoid hyper-targeting; it could limit
scale and delivery of your campaign.
This includes:
• Uploading too small a list of
contacts, or
• Layering too many targeting criteria
in addition to the account list.
Target influencers or decision makers
for optimal response rates.