webinar: linkedin lead accelerator demo day
TRANSCRIPT
Introducing:
LinkedIn Lead Accelerator
David Karel
Head of B2B Marketing
@dhkarel
Sudeep Cherion
Sr. Manager, Product Marketing
@sudeepekcherian
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• 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
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Connect the world’s professionals to make them more productive
and successful
LinkedIn’s mission
* 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
6Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US
Members
worldwideMore business decision
makers than comparable
business sites
Higher buying power
index vs. comparable
business and social sites
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
Increase targeted reach and quality conversions
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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
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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
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Drive more effective marketing
Increase awareness
Build brand
Shape perception
Increase awareness
Build brand
Shape perception
Increase awareness
Build brand
Shape perception
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Drive more effective marketing
Improve lead quality
Increase conversion
Drive pipeline and revenue
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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
The only full-funnel professional platform
products that impact
every stage of your
funnel and get results
Deliver more high-quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content
LinkedIn Lead Accelerator
EngageEngage the 80% of known prospects who don’t open your emails.
EvaluateEvaluate the impact of your nurture programs.
ConvertConvert more of the 95% of anonymous web visitors who don’t provide an email address.
LinkedIn Lead AcceleratorMarketing automation for display and social advertising
Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation
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 knownStep 1
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
Nurture Everyone. Differently.
Nurture Everyone. Everywhere Online.
LinkedIn Sponsored ContentDesktop and mobile
Facebook News Feed Display AdsLinkedIn Network
Of PublishersGlobal Ad Exchanges
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
Optimize ad creative and nurture stream design through platform-
supported A/B testingStep 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
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 reportingStep 5
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
Our customers tell our story better than us
In just three months generated:
210 responses from
known contacts
475 new leads
15new sales
opportunities
In just three months generated:
210 responses from
known contacts
475 new leads
15new 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 EisenbergVP of Customer Marketing
DocuSign
Re-engaged
known contacts beyond email
Increased page
views by 27% from nurtured visitors
Generated
$960,000+ in new business
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 HansenDirector of Demand Generation
Cetera Financial Group
Q&A
Want to learn more?
Visit marketing.linkedin.com
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©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.