succeed in 2016 with linkedin: rethink marketing

@LinkedInMktg

Succeed in 2016 with LinkedIn

Keith Richey Director, Global Marketing January 6, 2016

How to Engage with Us

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Follow us: Twitter: @LinkedInMktg LinkedIn www.linkedin.com/company/linkedin-marketing-solutions

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What success looks like now

Our team’s approach

Buyer evolution

@LinkedInMktg

10Pieces of content

are consumed before a purchasing decision

is made

90%Before customersreach out directly

It’s a challenging world

Source: Forrester, “Accelerating Revenue in a Changed Economy”

Source: Zero Moment of Truth Study, Google

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Relevant content is the answer.

@LinkedInMktg

41%

of online ads reach the wrong audience*

60-70% Content goes unread**

*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

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Reach only the right people

Deliver highly relevant content in the right channel

Acquire new customers

Imagine if the funnel worked like it should

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Display

Sponsored Updates

Sponsored InMail

Full-funnel analytics

& reporting

products that impactevery stage of your funnel and get results

The only full-funnel professional platform

@LinkedInMktgPeers

1MM+ posts/wk in Groups130k/wk Member Posts

News2MM+ Publishers

LinkedIn Pulse

Brands7MM+ Company Pages

Company Updates 18MM+ Slideshares

Elevate

Education270k+ Lynda videos

Professional Publishing Platform

Thought Leaders500+ Influencers

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2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

32M

400M+

200K+Professionals

join daily

@LinkedInMktg

Connections

Company Industry

Size

Skills

GenderEducation

Geo

Groups

Standardizedjob titles

SeniorityFunction

Occupation

Powered by rich first-party data

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Who would you like to reach?

Available Targeting Facets

Company Name, Industry, Size

Job Title, Function, Seniority

Member SkillsSchools, Degree, Field of

StudyGroups

Gender & Age

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What success looks like now

Our team’s approach

Buyer evolution

@LinkedInMktg

Build thought leadership

Generate leads

Generate awareness

Success with three objectives

• 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

Generate product awareness

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LinkedIn Onsite Display Reach a professional audience in a premium context

Target LinkedIn members with accuracy based on the professional member profile, including audience segments unique to LinkedIn.

Reach your audience in the high-quality context of the LinkedIn desktop experience

Deploy a variety of formats from IAB standard ads to highly engaging native formats

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“LinkedIn’s ability to target our campaign helped us find the quality leads we needed for the sales funnel. We’re starting conversations with the right people, which means increased conversions down the line.”

Andrew HahnSenior Manager of Online Marketing, MarketShare

Sharing content to raise awareness

Average clickthrough rates of 0.10% - double MarketShare’s expectations

Campaign acquires leads in new verticals

High-quality leads are engaged and move further down the sales funnel

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Build thought leadership

Generate leads

Generate awareness

@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

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Deliver rich content in the LinkedIn feed across all devicesLinkedIn Sponsored Updates

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Address your audience directly, ask them questions

Strong Visuals: Attention grabbing images such as recognized leaders, interesting infographics

Type of content: Snack-able content, Lists,valuable industry insights

Be Concise: Keep your intro to 140 characters

Anatomy of an effective Sponsored Update

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Getting started on Sponsored Updates is as Easy as 1-2-3

Company Page

1. Create a Company Page and/ or Showcase Page

Campaign

1. Assign Company Page Admin who will post content

2. Designate your Campaign Manager(s)

Content

1. Organize your Content

2. Outline an Editorial Calendar

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23

Your company website is a great place to start leveraging content for Sponsored Updates

SpecificsWhere to look What to look for

CompanyWebsite

Company BlogRelevant ContentEngaging ImagesCadence

Company ResourcesVideosWhitepapersOther Destinations

‘About Us’ Section Promoting other Social Media Channels

PR/NewsSection Company AnnouncementsIndustry news

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With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page

Personalize

Test

Control

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Test and optimize your reach to the right audience with the right message

66%higher CTR

Sponsored Updates best practices

1. Include a visual

2. Keep it short & sweet

3. Snackable stats work wonders

4. Variety is the spice of life

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Build thought leadership

Generate leads

Generate awareness

@LinkedInMktg

Generate leads• 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

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Get the attention of your highest-value audiences with personalized targeted messages on LinkedIn

LinkedIn Sponsored InMail

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Mobile design optimized for clicks:Persistent call to action button while user scrolls and easy to read formatting

Real-time delivery eliminates waste: Sponsored InMail messages are only delivered when members are on LinkedIn

Uncluttered professional context: With strict delivery frequency caps your message gets maximum mindshare

Flexibility to personalize your content: Send a personalized message that will resonate most with your target audience

Unique Product, Uncluttered Environment and Effective Results

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Generate leads• 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

“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

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“In just one LinkedIn campaign, we nearly reached our annual membership goal.”

Michael Voss, Director of Brand Management, International Coach Federation

• 1,899 new members enrolled• Total revenue from new members:

$465,000 – campaign ROI of 1,761%• 45% open rate for Sponsored InMail,

4.6% CTR• Sponsored Updates engagement

2X LinkedIn benchmarks

Generate leads

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 Consider the context of your message and the member’s experienceYour Campaign’s Impact Starts with the Preview

Limit the subject & description lines to3-8 words

Include a clear call to action or benefit in the subject

Content, context and call to action determines whether sender is company or an individual

Inbox preview should be consistent with the message and landing page

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On Average 30-40% of Opens Happen on Mobile

Keep the message short and concise to avoid overwhelming the member with content(under 1200 characters)

Include a clickable link in the message body helpsto get a higher CTR on mobile

Avoid using too much formatting and spacing.Plain text and up to 3 bullets works best

Make sure your landing page is mobile responsive and build your form to only capture information you need

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Sponsored InMail best practices

1. Use targeting on LinkedIn to deliver the right message to the right person at the right time

2. Create a compelling inbox preview to drive opens

3. Develop personalized content that helps, vs strictly sells

4. Optimize your content for mobile engagement

5. Create a simple landing page with clear conversion path

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What success looks like now

Our team’s approach

Buyer evolution

@LinkedInMktg

Measurement for Success:

• Quality Traffic

• Engagement

• MQLs

• Pipeline

Our success metrics

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Content is core

EVENTS

CAMPAIGNSSOCIAL +ONLINE

CONTENT

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Not more content, more relevant content

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Big Rock content fuels performance

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Extend the mileage with ‘turkey slices’

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Driving leads with content

MQL

Lead Capture

No Yes

RevenueSales

SDRSales Qualified?

BIG ROCK(Gated)

NurtureNo Yes

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LinkedIn Showcase Page as key content hub

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Customer engagement

Quality traffic

High quality leads – 30% of leads in any quarter

Sponsored Updates drive results

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Sponsored Updates + Onsite Display = more leads

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Sponsored InMail outperforms traditional email

24.61% Open Rate0.74% CTR

41.75% Open Rate8.71% CTR

Traditional Email Sponsored InMail

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Measurement for Success:

• Quality Traffic

• Engagement

• MQLs

• Pipeline

Success metrics

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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

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Thank You!