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Developing the Best B2B Content

for Display and Social Ads

Deanna Lazzaroni

Manager, Global Content Marketing

LinkedIn

Jen Agustin

Group Manager, Marketing

LinkedIn

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• Got a question? Submit it in the Q&A box.

• Tweet along with #Succeed2015

• Follow us for more: @LinkedInMktgHow to Engage with Us

Let’s Talk About

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• The B2B Buyer’s Journey

• Understanding Your Prospects’ Needs

• Display, Social, and the Full-Funnel Marketing Approach

• What Works for Display Advertising

• What Works for Paid Social

• Q&A

Through the buying cycle

90%

The B2B Buyer’s Journey

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Q: How will this gap be filled?

A: Relevant content via the right channels

Great Content Starts With Knowing

Your Audience

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Prospects Have Different Content Needs

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To meet their needs, you need to understand:

Know these things, and you’re one step closer to knowing where they are in their

buyer’s journey—and what content they need.

• Who they are

• What they’re doing online and buyer intent

Mapping Content to the Top Funnel

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Typical top-funnel buyer needs:

• Do I have a business challenge?

• Who can solve my challenge?

• What should I be looking for in a solution?

Education

Evaluation

Proposal

Purchase

AwarenessAwareness

Education

Evaluation

Proposal

Purchase

Mapping Content to the Top Funnel

Meet top-funnel needs with content that is educational, “ungated,”

and addictively shareable:

• Blogs

• Infographics

• Videos

Mapping Content to the Middle Funnel

Typical mid-funnel buyer needs:

• I’m ready to start learning about this product/service.

• How does this compare to other products?

• What other companies have used this solution?

Awareness

Education

Evaluation

Proposal

Purchase

Mapping Content to the Middle Funnel

Mid-funnel content begins to

address specific interests

and questions around the

product/service :

• eBooks

• Webinars

• Demos

• Case Studies

Mapping Content to the Bottom Funnel

Typical bottom-funnel buyer needs:

• How much does this cost?

• Do I need to get buy-in from others?

• I need customer references to make a decision.

Awareness

Education

Evaluation

Proposal

Purchase

Mapping Content to the Bottom Funnel

Bottom-funnel content is the

“deal-closer”:

• Evaluation guides

• ROI calculators

• Free trials

• Case Studies

The Beauty of Full-Funnel Marketing

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Direct-Response Addiction

• Marketers are overfishing in the bottom funnel via SEO, SEM, email

• Relatively few of your prospects are actively on the hunt for a solution

today

• Not enough prospects – impact can’t scale

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Display & Social Ads Impact Every Stage of the

Journey

CONVERT ANONYMOUS

VISITORSNurture and convert the 95% of

visitors that leave your website

ENGAGE YOUR

KNOWN PROSPECTSEngage the 80%+ prospects

who never open your email

GET TO THE RIGHT PEOPLEReach with precision the people that

matter most to your business

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Success Story: MyCorporation

Top-Funnel Objective:

Reach target audience at scale

Tactic: Broadly targeted display offering

ungated content

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Success Story: MyCorporation

Mid-Funnel Objective:

Educate, nurture, and build

prospect relationships

Tactic: Targeted display based on

demographic profile and

website visitation patterns

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Success Story: MyCorporation

Bottom-Funnel Objective:

Get users started with the product

Tactic: Incorporate product-oriented offer

with a clear call to action

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MyCorporation: Driving Results from Top to Bottom

4000+ new website

visitors from

display ads

140+% ROI

Getting to the Right People Via Social Media

GET TO THE RIGHT PEOPLEReach with precision the people that

matter most to your business

Using Sponsored Updates To Deliver Relevant Content

In the feed

7x – the amount of time professionals

are spending with content on LinkedIn

vs. job-related activity

Across devices

Over 45% of total traffic coming from

mobile; 70% clicks from Sponsored

Updates via mobile

Tactic: Promote Adobe

thought leadership to marketing DMs

Result: After exposure, 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”

Success Story – Adobe (Brand Awareness)

Tactic: Promote gated

content offers to marketers

Success Story – HubSpot (Lead Generation)

Result: Delivered 400% more

leads – and higher quality leads –

within target audience than lead

generation efforts on any other

platform

Offer value to your audience

The Best Sponsored Updates

Give to get: Position your messaging to

demonstrate you want to help

(e.g. “free”, “easily”)

Answer a question for

which they have been

seeking a solution

Get personal by calling them out

The Best Sponsored Updates (cont.)

Use strong messaging to create a sense of urgency

Get personal: call out “you” or the

specific audience you’re targeting to

help messages connect

Include a clear call-to-action and visuals

The Best Sponsored Updates (cont.)

Rich media image commands

attention in the feed

Use first-person language and

include a clear call-to-action

• Case Study Hub:

http://lnkd.in/marketingcasestudies

• LinkedIn Marketing Blog:

http://marketing.linkedin.com/blog/category/linkedin-sponsored-updates/

• New eBook: Featuring six stories of success

More helpful examples of what works on LinkedIn:

Create content for your professional audience

Publish organically via your LinkedIn Company Page

Amplify to the right people via Sponsored Updates

Bonus: A/B test using Direct Sponsored Content

Use Company Page Analytics to track & optimize

Repeat what works!

Five Steps to Sponsored Updates Success

A Few Final Thoughts

• Before you write anything, consider who your audience is, what they

care about, and where they are in the buying process.

• Take a full-funnel approach to your content mix.

• Content marketing is not just about content—channels matter, too.

• Deliver value to your audience through relevant content that helps

solve problems.

• Remember – on the other end of your content is a person. Get

personal & make it worth their while.

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