Live Webinar: How Qualtrics is Killing It with Lead Generation on LinkedIn

Irina SkripnikProduct Marketing Manager, LinkedIn

Mike MaughanHead of Brand GrowthQualtrics

Mitchell WrightDemand GenerationQualtrics

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Agenda

Strategy deep-dive with Qualtrics Event Registration Best Practices from Successful

Customers Q&A

Killer Demand Gen Strategies

SM

• Who is Qualtrics• Marketing Objectives• Sponsored Updates &

Sponsored InMails• Campaigns By Product• Choosing Our Target

AudienceWhat we’ll cover

Brands & Organizations

7K +of the top 100

business schools

99

Users

1.8M

+

Used In

Countries

75+

The World’sLeadingEnterprise SurveyPlatform

PROVO / USADUBLIN / IRLSYDNEY / AUSSEATTLE / USADALLAS / USAWASHINGTON DC / USA

Leading Enterprises Choose Qualtrics

more than 7,000 and growing

LinkedIn & Demand Gen

SM

Marketing Objective

Connect with people and organizations that will most benefit from our products and services

Customer InsightsVoice of the Customer

ProgramsCustomer Satisfaction Surveys

Net Promoter SystemsWebsite Experience Feedback

Employee Insights360-degree Employee

FeedbackEmployee Engagement

SurveysEmployee Satisfaction

SurveysExit Interviews

Market InsightsAd Testing

Concept TestingMarket ResearchAcademic Studies

Wide Variety of Products for a Wide Variety of Roles

Driving Leads to Events:One of the unsung heroes of demand

generation

• Be relevant• Be direct• Be creative• Be integrated

Sponsored Updates and Sponsored InMails

CXweek™

A Case Study

Sponsored Updates

Sponsored Updates

Sponsored Updates

Sponsored InMail

Sponsored InMail

Strategy and Messaging

Sponsored InMails:Events

Strategy and Messaging

Sponsored Updates:

Wide Audiences

Strategy and Messaging

Strategy and Messaging

Choosing a Target Audience

LinkedIn Sponsored InMail & Sponsored Updates

Event Registration Best Practices from Successful Customers

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 150 characters

Anatomy of a Successful Sponsored Update

Anatomy of a Successful Sponsored InMail Inbox Preview

Limit subject & description to 3-8 words.

Long previews may get cut off if they are over the character limit

Make it clear this is an invitation and speak to your audience

Use the description to give member a reason to open the message.

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

Anatomy of a Successful Sponsored InMail Message

Strong visual: Support your message content and call to action, but not distract

Be concise and relevant: Address your audience and get their attention with a clear value. Keep your copy under 1000 characters

Strong call to action: Make it clear what action you want the recipient to take

 Speak directly to the audience you are targeting

Be Personal

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Speak directly to the audience you are targeting

Be Personal

 Use strong language to create sense of urgency to drive registrations

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Be timely

Use strong language to create sense of urgency to drive registrations

Be timely

 Convey the value of your webinar to your target audience

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Be helpful

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Tell your audience about yourself and why they should attend your event

Be Personal Convey the value of your webinar to your target audience

Be helpful

 Use large images to emphasize your event’s value and CTA

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Be visual

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Use the side image banner to highlight your event and CTA

Be visual

 Keep your intro under 150 characters for optimal mobile conversions

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Be Mobile

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3 Optimize your body copy, formatting and CTA for mobile

Be Mobile

 Re-use your webinar content to fuel your demand gen efforts further

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Be resourceful

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Include a link to your profile to connect with your audience

Be resourceful

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You need to GIVE value to GET value. Focus the message on the value of the event for the member

Create a sense of urgency to drive event registrations

Tailor the message to draw their attention on how this event will make them more successful

Include a clear call to action to drive desired behavior effectively

Keep it concise. Read your message out loud and see if it feels too long. Does it hold up interest?

Key Take-aways

Marketing.Linkedin.com

Irina SkripnikProduct Marketing Manager, LinkedIn

Mike MaughanBrand GrowthQualtrics

Mitchell WrightDemand GenerationQualtrics

©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

Irina SkripnikProduct Marketing Manager, LinkedIn

Mike MaughanBrand GrowthQualtrics

Mitchell WrightDemand GenerationQualtrics