New Ways to Succeed with Marketing on LinkedIn
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Keith Richey, Director, Global Marketing, LinkedIn Marketing Solutions
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New Ways to Succeed with Marketing on LinkedIn
- 1. #LinkedInMktg Keith Richey Director, Global Marketing October 21, 2015 New Ways to Succeed with Marketing on LinkedIn
- 2. 2 How to Engage with Us Got a question? Submit it in the Webex Q&A box Recorded? Of course! Feedback? Survey will be available at the end of the Webinar Follow us: Twitter: @LinkedInMktg LinkedIn www.linkedin.com/company/linkedin-marketing-solutions
- 3. #LinkedInMktg What success looks like Our team’s approach Buyer evolution
- 4. #LinkedInMktg 10Pieces of content are consumed before a purchasing decision is made 90%Before customers reach out directly It’s a challenging world Source: Forrester, “Accelerating Revenue in a Changed Economy” Source: Zero Moment of Truth Study, Google
- 5. #LinkedInMktg Relevant content is the answer.
- 6. #LinkedInMktg 41% of online ads reach the wrong audience* 60-70% Content goes unread** 5% Fill out a form*** *Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decision ***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. The challenge remains Reach the right people and convert high quality prospects
- 7. #LinkedInMktg Reach only the right people Deliver highly relevant content in the right channel Acquire new customers Imagine if the funnel worked like it should
- 8. #LinkedInMktg Onsite Display Network Display Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results The only full-funnel professional platform
- 9. #LinkedInMktg Peers 1MM+ posts/wk in Groups 130k/wk Member Posts News 2MM+ Publishers LinkedIn Pulse Brands 7MM+ Company Pages Company Updates 18MM+ Slideshares Elevate Education 270k+ Lynda videos Professional Publishing Platform Thought Leaders 500+ Influencers
- 10. #LinkedInMktg 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 32M 380M+ Professionals join daily
- 11. #LinkedInMktg Connections Company Industry Size Skills GenderEducation Geo Groups Standardized job titles SeniorityFunction Occupation Powered by rich first-party data
- 12. #LinkedInMktg What success looks like Our team’s approach Buyer evolution
- 13. #LinkedInMktg Build thought leadership Generate leads 13 Generate awareness Success with three objectives
- 14. • Target professionals who live in target cities along key routes • Identify members who belong to LinkedIn groups related to business travel in Asia “We knew we needed to advertise where business people – and especially the business travelers – are going to be. They’re on LinkedIn.” Dennis Owen, VP Marketing Americas, Cathay Pacific Airways Raise product awareness
- 15. #LinkedInMktg • Target LinkedIn members with accuracy to drive brand objectives • Engage your audience in a high quality professional context • Deploy a variety of formats from IAB standard formats to highly engaging native ads such as Spotlight Ads and Follow Company Ads Reach and engage more than 300M professionals LinkedIn Onsite Display
- 16. #LinkedInMktg • Target professionals with accuracy and scale across the web • Reach your audience with frequency to increase awareness and engagement • Engage prospects on LinkedIn, business publisher sites, and beyond • Measure the impact of your programs with full funnel analytics Reach the right professionals wherever they travel LinkedIn Network Display
- 17. • Increased brand awareness and targeted web traffic • Nearly 5x increase in the number of daily website visits from legal professionals “With LinkedIn Network Display, we’ve become a leading brand in our space, and LinkedIn has been a key contributor to our success – getting MyCase visibility with the right people at the right time.” Sarah Bottorff, Director of Marketing, MyCase Raise brand awareness
- 18. #LinkedInMktg Build thought leadership Generate leads 18 Generate awareness
- 19. #LinkedInMktg After exposure to Adobe’s Sponsored Updates, marketing decision makers were: • 50% more likely to agree that “Adobe is shaping the future of digital marketing” • 79% more likely to agree that “Adobe can help me optimize my media spend” “With the ability to target specific audiences with relevant and contextual content, Sponsored Updates allowed us to reach the right audience on the right channel.” Maria Poveromo, Senior Director, PR, AR, and Social Media, Adobe Build thought leadership
- 20. #LinkedInMktg Deliver rich content in the LinkedIn feed across all devices LinkedIn Sponsored Updates
- 21. #LinkedInMktg With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control
- 22. #LinkedInMktg Test and optimize your reach to the right audience with the right message 66% higher CTR
- 23. Sponsored Updates best practices 23 • Visual is the new headline • Keep it short & sweet • Snackable stats work wonders • Variety is the spice of life
- 24. #LinkedInMktg Build thought leadership Generate leads 24 Generate awareness
- 25. Generate leads • Generated nearly 40% more leads than other social channels • 65% lower cost per lead than other social channels “LinkedIn Sponsored Updates are a natural fit for us because members are looking to expand their knowledge base – and because we can provide each of our target audiences with the content that addresses their unique business needs.” Lauren Pedigo, Digital Marketing Manager, Kinvey
- 26. • 4x lower cost per lead compared to search advertising • 3x lower cost per click compared to search advertising • 2.5x growth in Company Page followers “With Sponsored Updates, we get the right kind of leads who are not only interested in the relevant content we’ve created and in learning more about our product, but also fit our target audience profile perfectly.” Rick Schultz, Senior VP of Marketing, Alteryx Generate leads
- 27. #LinkedInMktg Drive more leads and get the attention of your highest-value audiences on LinkedIn with targeted messages delivered right to their inboxes LinkedIn Sponsored InMail
- 28. “With open rates as high as 48 percent, LinkedIn’s Sponsored InMail knocked the socks off our own email campaigns – and Sponsored Updates gave us the brand awareness we needed.” Brett Chester, Vice President of Online Marketing, Replicon • Open rate of 48% using Sponsored InMail, with response rate 11x better than other social channels • Cost per lead 73% lower than other social channels • Clickthrough on Sponsored Updates 4x LinkedIn benchmarks Generate leads
- 29. Sponsored InMail best practices 29 • Use targeting on LinkedIn to deliver the right message to the right person at the right time • Create a compelling inbox preview to drive opens • Develop personalized content that helps, vs strictly sells • Optimize your content for mobile engagement • Create a simple landing page with clear conversion path
- 30. #LinkedInMktg DISPLAY AD • Convert the 95% of anonymous web visitors who don’t provide an email addresses • Engage the 80% of known prospects who don’t open your email • Evaluate the impact of your nurture programs Deliver more high quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content LinkedIn Lead Accelerator 3 0 John Smith DISPLAY AD #1 SU #1 #1
- 31. #LinkedInMktg LinkedIn Lead Accelerator Marketing automation for display and social advertising
- 32. “As soon as a prospect engages and shows interest in a particular program, they start receiving sequenced messaging that’s relevant to the specific program they’ve shown interest in. You can see the impact of this in the performance and you can see it in the quality of each lead.” Andrew Hickey, Director of Digital Marketing, eCornell • Conversion rates were 2x higher than traditional campaigns • Conversion rates from Sponsored Updates specifically were 4x higher • Cost per lead was 3x lower than traditional retargeting Generate leads
- 33. #LinkedInMktg What success looks like Our team’s approach Buyer evolution
- 34. #LinkedInMktg Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline Our success metrics
- 35. #LinkedInMktg Content is core EVENTS CAMPAIGNS SOCIAL + ONLINE CONTENT
- 36. #LinkedInMktg Not more content, more relevant content
- 37. #LinkedInMktg The visual is the new headline!
- 38. #LinkedInMktg Big Rock content fuels performance
- 39. #LinkedInMktg 39 Extend the mileage with ‘turkey slices’
- 40. #LinkedInMktg Driving leads with content MQL Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
- 41. #LinkedInMktg Blog: Focus on relevance, variety, frequency
- 42. #LinkedInMktg LinkedIn Showcase Page as key content hub
- 43. #LinkedInMktg Customer engagement Quality traffic High quality leads – 30% of leads in any quarter Sponsored Updates drive results
- 44. #LinkedInMktg Sponsored Updates + Onsite Display = more leads
- 45. #LinkedInMktg #LinkedInMktg Week 1: Funnel vs Marketer Photo
- 46. #LinkedInMktg Targeted InMails complement the feed with even more personal communication
- 47. #LinkedInMktg Our Lead Accelerator streams Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates Week 1 Week3Week2
- 48. #LinkedInMktg Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline Success metrics
- 49. #LinkedInMktg Measurement for Success: • Quality Traffic – 72% Manager+ • Engagement – 24X blog visitors YOY • MQLs – 68% of MQLs from content • Pipeline – 35% new biz from marketing Success metrics
- 50. #LinkedInMktg
Editor's Notes
- I’m Keith Nice to be with you today, thanks for joining I’m going to share what’s new with LinkedIn that’s going to help you succeed with marketing I’ll take questions at the end Let’s get started
- I’ll first share our perspective on the challenges presented by the evolving buyer behavior, then spend the bulk on 2 other topics: 1) the new keys to success with LinkedIn based on our new product set. And 2) I’ll share insights into how my marketing team is using LinkedIn
- We all know that it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s buyers have no shortage of online destinations they can visit to to find information about products, compare prices, get social recommendations and so on. Against this backdrop, content is playing a huge role in the buying process, making it easier for buyers to be self-sufficient, and that’s why they’re able to make it through most of this journey on their own. On average, people are consuming 10 of those pieces of content before making a purchase.
- So what’s the bottom line? To be successful, marketers need to get their brands and the right message and content in front of the right prospects at every stage of the purchase decision if you want to to be in a strong position to shape the outcome. Said another way, relevant content is the key.
- But, no big surprise, getting relevant content in front of prospects where and when they need is far easier said than done. Why is that? First, marketers are challenged to cost-efficiently get their brands and content in front of their target audiences early in the buy process, a challenge underscored by this Nielsen stat that more than 40% of ads are not reaching the right audiences. Next, even when we do get in front of our prospects -- and even with the big investment most marketing orgs are making in content marketing -- it seems we’re struggling to be relevant, and helpful, with 60-70% of content we’re creating going unread. In fact, this stat from Sirius Decisions uncovered that the most cited reason as to why B2B content goes unread is that it’s irrelevant to the target audience. Finally, as we drive prospects lower in our funnels, even when we manage to reach the right audiences and drive them to our websites, 95 of 100 visitors are leaving without filling out a web form. So, in the best case, you’re getting a 5% conversions on your site visitors – the average is more like 2 – 3% This is a pretty sobering snapshot which implies a lot of potential value slipping through our fingers... but it also presents some pretty big opportunities for upside if we can make progress in these areas.
- ....but it also presents some pretty big opportunities for upside if we can make progress in these areas. What if you could be sure to reach only the right people and deliver highly relevant content to them in the channels where they’re engaging. By doing so, you’d be better able to drive them to your site or the right destination based on your campaign. Then, what if you could establish an ongoing connection with them and provide them the content they want at the exact right times to help them make their purchase decision? What if you could eliminate all those leaks and realign the funnel, generating significantly more conversions and opportunities?
- <Short Version> This is what we’ve been hard at work solving in LinkedIn Marketing Solutions. LinkedIn has products that impact every stage of your funnel. We’ve built an end-to-end, full-funnel set of solutions that can help you impact every stage of your funnel. Our platform puts us a unique position to help you generate awareness and reach more of the right people engaging those audiences until they’re ready to connect with a Sales rep, by delivering the most appropriate content depending on where they are in their buy process <Extended Version with some product detail> - At the top of the funnel, we have our LinkedIn Display Advertising solutions which will give you two powerful ways to make sure you’re reaching new audiences, that you’re on the radar and building brand with the right audiences: LinkedIn Onsite Display and LinkedIn Network Display. -As prospects start their journey down your funnel, content marketing plays a huge role in driving prospects from one stage to the next. And, here LinkedIn Sponsored Updates lets you get your content directly in the LinkedIn feed, where you’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared by their professional network. - And, as you move firmly into the lower half of the funnel where direct response goals reign supreme, Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. You can think about Sponsored InMail as the most direct way to engage your prospects on LinkedIn by delivering targeted, personalized messages right into their LInkedIn inbox. -Finally, as your other programs have now done their job to reach new prospects and then start driving them down the funnel, LinkedIn Lead Accelerator helps you get to the ultimate goal -- lead conversions, pipeline contribution, customer acquisition by giving you an entirely new way to nurture your prospects….
- <This slide highlights how LinkedIn has become a publishing platform, by showing the various Channels through which members engage content> And, they’re engaging in a ton of content on LinkedIn. LinkedIn has really become, at the core, the definitive professional publishing platform. A place where members are consuming professional content published on over 7M brand-managed company pages, content shared by over 500 LInkedIn Influencers and 1M publishers, as well as peer to peer sharing through posts to the LinkedIn Feed and Groups. And, with the recent acquisition of Lynda, members are now engaging with professional training content.
- Starting with reach, on LinkedIn you’re reaching the world’s professionals. More than ½ of the world’s professionals are on LinkedIn
- Very importantly, as you run LinkedIn programs, our rich data ensure that you’re able to focus your investment on exactly the professional audiences you’re looking to reach.
- I’ll first share our perspective on the challenges presented by the evolving buyer behavior, then spend the bulk on 2 other topics: 1) the new keys to success with LinkedIn based on our new product set. And 2) I’ll share insights into how my marketing team is using LinkedIn
- Marketing/training notes: Product: Network Display MyCase, an AppFolio company, is a web-based practice management software solution for lawyers. Built as a complete legal practice management software, MyCase offers features that seamlessly cover all the daily functions that a modern law firm requires, including contact and case management, calendaring, secure client communication, time tracking, and billing. Because MyCase offers legal practice management in the cloud, lawyers can work from anywhere at any time significantly increasing productivity. “When we first started working with LinkedIn, we were still building our brand,” explains Sarah Bottorff, director of marketing at MyCase. “We had just started out in a super competitive space and needed to quickly reach our target market. Because our software is cloud based, a strong online presence was important for us to reach the right audience and finding the right platforms was key to enabling that kind of precise targeting.” In addition to raising brand awareness, Borttoff also sought to drive targeted traffic to the MyCase website.
- Stay on radar early in the purchase cycle If context is king, professional context of LI Onsite Display Put your brand in front of 340M professionals in the premium, high quality context of LinkedIn IAB-standard ads, and ad formats unique to LinkedIn like including Company Ads, Spotlight Ads
- If you care about context + frequency, getting in front of the right audiences Reach prospects with accuracy & scale On LinkedIn, across LInkedIn’s network of 2500+ business publisher sites -- by targeting them through the Ad Exchanges but always in a brand safe environment. Access to reporting
- Marketing/training notes: Product: Network Display MyCase, an AppFolio company, is a web-based practice management software solution for lawyers. Built as a complete legal practice management software, MyCase offers features that seamlessly cover all the daily functions that a modern law firm requires, including contact and case management, calendaring, secure client communication, time tracking, and billing. Because MyCase offers legal practice management in the cloud, lawyers can work from anywhere at any time significantly increasing productivity. “When we first started working with LinkedIn, we were still building our brand,” explains Sarah Bottorff, director of marketing at MyCase. “We had just started out in a super competitive space and needed to quickly reach our target market. Because our software is cloud based, a strong online presence was important for us to reach the right audience and finding the right platforms was key to enabling that kind of precise targeting.” In addition to raising brand awareness, Borttoff also sought to drive targeted traffic to the MyCase website.
- Marketing/training notes: Product: Sponsored Updates As a global leader in digital marketing and digital media solutions, Adobe’s tools and services allow customers to create groundbreaking digital content, deploy it across media and devices, and measure and optimize it over time. Using LinkedIn’s Sponsored Updates, Adobe shared relevant content in the LinkedIn feed targeted at marketing executives, significantly increasing their awareness for Adobe’s digital marketing solutions. Challenge Adobe wanted to further establish itself as a leader in digital marketing and raise awareness for its digital marketing solutions. To do this, Adobe needed a relevant channel to share thought leadership content and expertise with its target audience -- marketing decision makers.
- Down the funnel Great for sharing content, in the feed, where people are most engaged Across desktop, tablet and smartphone. Upper funnel and lower funnel objectives
- Marketing/training notes: Product: Sponsored Updates Kinvey, a backend as a service provider that makes building enterprise-grade mobile apps more efficient, uses content to attract and nurture high-quality leads across different markets. LinkedIn Sponsored Updates helps Kinvey reach their specific audiences with engaging content to generate quality leads. Challenge Kinvey sought a new source of high-quality leads to fill its sales funnel, but its two key audiences – mobile-focused enterprise IT specialists, and businesses that needed to quickly deploy mobile apps – were difficult to find. Adding to the challenge, these two niche audiences would likely not respond to the same types of content. Kinvey had to be able to precisely target their e-books, guides, and presentations to ensure that the right prospects saw the right content.
- Marketing/training notes: Product: Sponsored Updates Alteryx, headquartered in Irvine, California, creates data blending and advanced analytics software that empowers data analysts to deliver deeper business insights in hours, not weeks. Founded in 2010, the company is focused on reaching departmental data analysts and analytics decision makers to educate them on how they can create consumer analytics that drive better business decisions – and do so using all of the relevant data, including Big Data and emerging sources of data such as social media and cloud applications. LinkedIn Sponsored Updates helped Alteryx generate quality leads, at a lower cost than search advertising. “LinkedIn is rapidly becoming one of our best sources of leads,” says Rick Schultz, Senior Vice President of Marketing at Alteryx. “With Sponsored Updates, we get the right kind of leads – primarily data analysts – who are not only interested in the relevant content we’ve created and in learning more about our product, but also fit our target audience profile perfectly.”
- Lower half of the funnel where direct response goals reign supreme, Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. Sponsored InMail is the most direct way to engage your prospects on LinkedIn. Dynamic delivery Optimized for mobile 60 day exclusive 40% Open rate
- Facilitator Notes: Targeting with InMail: Educate customers on value of our audience Targeting best practices Ideal target audience size
- LinkedIn Lead Accelerator helps you get to the ultimate goal -- lead conversions, pipeline contribution, customer acquisition an entirely new way to nurture your prospects. In fact, the very simple way to think about Lead Accelerator is that it is a marketing automation for digital media. Use Lead Accelerator to deliver more high-quality leads by engaging prospects anywhere online with relevant ads and content. Reach the 95% who don’t fill in a form The 80% who don’t open email
- Here are the 5 steps to deploying Lead Accelerator.
- I’ll first share our perspective on the challenges presented by the evolving buyer behavior, then spend the bulk on 2 other topics: 1) the new keys to success with LinkedIn based on our new product set. And 2) I’ll share insights into how my marketing team is using LinkedIn
- Our blog is the centerpiece Blog gets leveraged in these channels, and we use it to feed a lot of the content in our sponsored updates
- Our Average Attention Span Is Now 8 Seconds – 1 Second Less Than A Goldfish According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. This is one second less than the attention span of a goldfish. That’s right, goldfish have an attention span of 9 seconds – 1 second more than you and I.
- We aim to develop on ‘big rock’ per quarter, that will drive a lot of lead gen and can be carved up into smaller, snackable pieces to extend the shelf life. This was the dream of Jason Miller our content marketer who we hired last year, and it drove 40% of all leads in Q1, Q2 and Q3.
- I mentioned turkey slices on the previous slide, here’s how we carved up the Sophisticated Guide
- Food groups – roasts (big stuff), spinach (how to), tabasco (spicy), chocolate cake (sweet treats) On our blog we try to hit our vertical audiences, our sophisticated marketers, our people new to LI
- Showcase pages are extensions of the Company Page designed for spotlighting a brand, business unit, or initiative
- Open Rates > 30% Click Rates > 5%