New Ways to Succeed With Marketing on LinkedIn

1. New Ways to Succeed with Marketing on LinkedIn • Keith Richey • Director, Global Marketing • October 21, 2015

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. Buyer evolution What success looks like Our team’s approach

4. It’s a challenging world 90% Before customersreach out directly Source: Forrester, “Accelerating Revenue in a Changed Economy” 10 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google

5. Relevant content is the answer.

6. The challenge remains • Reach the right people and convert high quality prospects 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.

7. Imagine if the funnel worked like it should Reach only the right people Deliver highly relevant content in the right channel Acquire new customers

8. The only full-funnel professional platform Full-funnel analytics & reporting Onsite Display Network Display Sponsored Updates Sponsored InMail products that impact every stage of your funnel and get results Lead Accelerator

9. Professional Publishing Platform Thought Leaders 500+ Influencers Brands 7MM+ Company Pages Company Updates 18MM+ Slideshares Elevate News 2MM+ Publishers LinkedIn Pulse Peers 1MM+ posts/wk in Groups 130k/wk Member Posts Education 270k+ Lynda videos

10. 32M 380M+ 200K+ Professionals join daily

11. Skills Powered by rich first-party data Education Gender Industry Company Size Groups Occupation Geo Standardizedjob titles Function Seniority Connections

12. Buyer evolution What success looks like Our team’s approach

13. Success with three objectives Generate awareness Build thought leadership Generate leads

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. LinkedIn Onsite Display • Reach and engage more than 300M professionals • 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

16. LinkedIn Network Display • Reach the right professionals wherever they travel • 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

17. Increased brand awareness and targeted web traffic Nearly 5xincrease 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. Generate awareness Build thought leadership Generate leads

19. 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. LinkedIn Sponsored Updates • Deliver rich content in the LinkedIn feed across all devices

21. With Direct Sponsored Content, reach your target audience directly in the feed without publishing on your Company Page Personalize Test Control

22. Test and optimize your reach to the right audience with the right message 66%higher CTR

23. Sponsored Updates best practices • Visual is the new headline • Keep it short & sweet • Snackable stats work wonders • Variety is the spice of life

24. Generate awareness Build thought leadership Generate leads

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. LinkedIn Sponsored InMail • Drive more leads and get the attention of your highest-value audiences on LinkedIn with targeted messages delivered right to their inboxes

28. “With open rates as high as 48 percent, LinkedIn’s Sponsored InMailknocked 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 11xbetter than other social channels Cost per lead 73% lower than other social channels Clickthrough on Sponsored Updates 4xLinkedIn benchmarks Generate leads

29. Sponsored InMail best practices • 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. LinkedIn Lead Accelerator • Deliver more high quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content • 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 John Smith #1 30 30 DISPLAY AD #1 DISPLAY AD SU #1

31. 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. Buyer evolution What success looks like Our team’s approach

34. Our success metrics Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline

35. Content is core EVENTS CONTENT SOCIAL + ONLINE CAMPAIGNS

36. Not more content, more relevant content

37. The visual is the new headline!

38. Big Rock content fuels performance

39. Extend the mileage with ‘turkey slices’

40. Driving leads with content BIG ROCK (Gated) Lead Capture No Yes Nurture MQL SDR Sales Qualified? No Yes Sales Revenue

41. Blog: Focus on relevance, variety, frequency

42. LinkedIn Showcase Page as key content hub

43. Sponsored Updates drive results • Customer engagement • Quality traffic • High quality leads – 30% of leads in any quarter

44. Sponsored Updates + Onsite Display = more leads

45. Week 1: Funnel vs Marketer Photo #LinkedInMktg

46. Targeted InMails complement the feed with even more personal communication

47. Our Lead Accelerator streams “Engaged” Sponsored Updates Homepage Bouncers Lead Accelerator Week 1 Week 2 Week 3

48. Success metrics Measurement for Success: • Quality Traffic • Engagement • MQLs • Pipeline

49. Success metrics Measurement for Success: • Quality Traffic – 72%Manager+ • Engagement – 24X blog visitors YOY • MQLs – 68% of MQLs from content • Pipeline – 35% new biz from marketing