Introducing: LinkedIn Lead Accelerator
Sudeep CherianGroup Manager, Product MarketingLinkedIn@sudeepekcherian
Pete SchottProduct Marketing, Lead Accelerator LinkedIn@slapschott
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• Got a question? Submit it in the Q&A box
• Join the conversation using #LeadAccelerator
• Follow us: Twitter: @LinkedInMktgLinkedIn: www.linkedin.com/company/linkedin-marketing-solutions
Connect the world’s professionals to make them more productive
and successful
LinkedIn’s mission
LinkedIn is the business dashboardfor the world’s professionals
Over400millionmembersinover200countriesandterritories.
StayConnected StayInformed GetHired
Source: LinkedIn data;
MBA graduates
3MM+IT Decision Makers
4.1MM+C-level execs
6.8MM+Opinion Leaders
10.7MM+
USA118M+
EMEA122M+
APAC73M+
LATAM53M+
ProfessionalPublishingPlatform
Peers1MM+ posts/wk in Groups
130k/wk Member Posts
Thought Leaders500+ Influencers
News2MM+ Publishers
LinkedIn Pulse
Brands7MM+ Company Pages
Company Updates 18MM+ Slideshares
Elevate
Education270k+ Lynda videos
ProfessionalPublishingPlatform
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So, what does it mean for you?
LinkedIn Marketing Solutions’ mission
Be the most effective platform for marketers to engage
with professionals
10Piecesofcontent
areconsumedbeforeapurchasingdecision
ismadeSource:ZeroMomentofTruthStudy,Google
90%Beforecustomersreachoutdirectly
Source:Forrester,“AcceleratingRevenueinaChangedEconomy”
Influencing the buyer’s journey
Relevant content is the answer.
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 Decisions***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey.
The challenge remains: Reachtherightpeopleandconverthighqualityprospects
Reach only the right people
Deliver highly relevant content in the right channel
Acquire new customers efficiently
Imagine if the funnel worked like it should
Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics & reporting
products that impactevery stage of your funnel and get results
The only full-funnel professional platform
Deliver more high-quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content
LinkedIn Lead Accelerator
Engage Engage the 80% of known prospects who don’t open your emails.
Evaluate Evaluate the impact of your nurture programs.
Convert Convert more of the 95% of anonymous web visitors who don’t provide an email address.
LinkedIn Lead AcceleratorMarketing automation for display and social advertising
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 known
Step 1
Directly upload creative for each channel to reach target audiences
across display and social
Intelligently engage anonymous and known prospects beyond the
inbox
Lead Accelerator automatically optimizes delivery of 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 UpdatesDesktop and mobile
Facebook Display AdsLinkedIn & SlideShare
DisplayGlobal 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 testing
Step 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 reporting
Step 5
Ensure success with LaunchPad, hands-on guidance from dedicated B2B marketing experts
EACH LAUNCHPAD INCLUDES BENEFITS
Marketing strategy & planning
Nurture stream development, ad modifications, and launch
Post-launch optimization through the first month
Learn best practicesLearn best practices for campaign planning, creative messaging, and optimizing ROI across all segments
Gain expertiseBecome confident in the mechanics of Lead Accelerator
Drive resultsTurn insights and expertise into successful campaigns that will drive conversions and increase funnel velocity
Our customers tell our story better than us
“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
• Cost per lead was 3x lower than traditional retargeting
• Revenue contribution 1,000%+ higher than traditional retargeting
EDUCATION
Generate leads
• 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
“Multi-channel nurturing makes sense – the sequencing and personalization of ads aligns well with the B2B sales cycle.”
Micah Beals, Director, Digital Marketing, Workfront
TECHNOLOGY
Generate leads
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.
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