Accelerate Leads Across All Channels #LLCSeries
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Transcript of Accelerate Leads Across All Channels #LLCSeries
#LLCSeries
Follow this webinar on LinkedIn & Twi>er
#LLCSeries
Demand Gen Report: @DG_Report LinkedIn MarkeEng : @LinkedInMktg
Amanda Halle : @ahalle Andrew Gaffney: @agaffney
#LLCSeries
About Demand Gen Report • Launched in 2007 to track best pracEces in
lead generaEon
• Newsle>er has grown to more than 30,000 readers
• We also offer a menu of research and best pracEces reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report h>p://linkd.in/DG_Specialists
#LLCSeries
Panelists
Amanda Halle Sr. MarkeEng Manager, Demand GeneraEon ���LinkedIn MarkeBng SoluBons
MODERATOR: Andrew Gaffney Publisher, Demand Gen Report
@ahalle
Let’s Talk About
6
• What’s the Buyer’s Journey Really Like? • Accelerating Leads with LinkedIn • LinkedIn’s Multi-Channel approach to demand generation • Q&A
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
Display advertising
Social media marketing
Content marketing
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Today’s Approach
Email marketing
SEO
Paid search
Increase targeted reach and quality conversions
10
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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Missed Opportunities
4. 95% of website visitors don’t fill out a form.
3. 61% of B2B marketers aren’t using mobile marketing.
1. No less than 17 people are involved in influencing major enterprise tech purchases.
2. Forty-four percent of B2B buyers researched company products on a smartphone or tablet in 2014
5. 80% aren’t opening emails. 6. Half of business decisions are
made outside of the office. 1. InformationWeek, 2. Acquity Group LLC 3. SiriusDecisions 4. eMarketer 5. MarketingProfs 6. B2B Marketing
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
Rethinking Demand Generation
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2. Tap into the value of anonymous website visitors
1. Investing in the top of funnel to drive bottom-funnel conversions
4. Reach prospects where they’re most engaged
3. Tailor messages based on people and interests
Let Top-Funnel Programs Drive Bottom-Funnel Conversions
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• Longer buying cycles in B2B/high-consideration B2C
• Need to get your brand in front of prospects early and often to seed demand
• The more interest you drive at the top, the more conversions at the bottom of the funnel
“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
Results:
• Increased brand awareness and targeted web traffic • Nearly 5x increase in the number of daily website visits from
legal professionals
Turn Anonymous Visitors into Customers
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• Website visitors are valuable and are interested in your brand
• 95% aren’t converting right away—how can you keep your brand in front of them?
LinkedIn Lead Accelerator Nurtures Everyone. Everywhere Online.
LinkedIn Sponsored Updates Desktop and mobile
Facebook News Feed Display Ads LinkedIn & SlideShare
Display Global Ad Exchanges
“‘Nurturing’ is no longer limited to email. We’re using display and social ads to guide prospects through the buy cycle with highly relevant content − increasing engagement and generating conversions along the way.” Lucy Orloski Marketing Director, Localytics
Results:
• 116% increase in page views per visitor; 56% increase in visits per visitor
• Generated more than 870 new leads by nurturing anonymous website
visitors
• Leads converted to “sales qualified” 2x more than the company average
• Nurtured known contacts to drive free trial sign-ups
Tailor Messages Based on People and Interests
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• Prospects are at different stages of their purchase decision.
• The content you provide must be both educational and relevant to what their needs are.
“Multi-channel nurturing makes sense – the sequencing and personalization of ads aligns well with the B2B sales cycle.”
Micah Beals Director, Digital Marketing, Workfront
Results:
• Nurtured IT professionals, marketers, and other enterprise decision makers with display and social ads
• Generated 640+ leads in just three months
• Achieved a cost per lead well below target
Reach Prospects Where They’re Most Engaged
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• Be where your prospects are • Engage them with content that is
useful and relevant, and when they are most receptive to your message
“The LinkedIn platform helped us create a modern take on the classic vision of the golf course as the premier place to network. Since our goal is to be the most engaged and social brand in golf, LinkedIn was the perfect fit for our digital engagement campaign.”
Scott Goryl Senior Manager of Global Communications, Callaway Golf
Results:
• 32% open rate for Sponsored InMails
• 139 likes, 79 comments on “Hit the Links” status updates
• 1,500 new followers for Callaway Golf Company Page
• 83% lift in positive sentiment on social networks
• Campaign launched in Early April
• The webinar had 1,153 registrations • Email – 823 registrants • Sponsored InMail – 254 registrations
• Generated 556 Tasks and 300 MQLs in the first 30 days • Top channels:
• Email • Display • Sponsored Updates
Results
A Few Final Thoughts • Don’t underestimate the value of the top of the funnel for demand
generation
• Tap into the value of anonymous website visitors
• Tailor your messages and content to both unknown and known prospects
• Engage with people when they’re most receptive
#LLCSeries
Q & A // Panelists
Amanda Halle Sr. MarkeEng Manager, Demand GeneraEon ���LinkedIn MarkeBng SoluBons
MODERATOR: Andrew Gaffney Publisher, Demand Gen Report
@ahalle