Lauryn WellsAccount Manager
Piper MillerSenior Account Manager
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Rachel RicklesContent Marketing Evangelist
1 2 3 4Content for Lead Gen
Lead Gen Strategies
Optimizing for Lead Gen Campaigns
One Click Lead Gen Forms
5 Native Conversion Tracking
6 Q&A
TODAY’S AGENDA
Content Marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a
clearly defined and understood target audience – with the objective of driving profitable customer action.
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CONTENT MARKETING INSTITUTE
How Do We Break Free From The Gate?
awareness
leads
customers
strangers
subscribers
opportunities
advocates
How Do We Break Free From The Gate?
awareness
leads
customers
strangers
subscribers
opportunities
advocates
AUDIENCE MINDSET CONTENT EXAMPLES
• Dreams of owning a home, but unsure whether it’s the right time
• Wants to buy a home, but unsure what to look for in a mortgage
• Has a home in mind and ready to buy a mortgage, but unsure about specific features
• [Blog Post] “Top 10 Mistakes Newlyweds Make”
• [Infographic] “Should I Rent or Buy?”
• [Blog Post] “How to Tell a Good Mortgage from a Bad One”
• [Video] “15 vs 30 Year Mortgage: What to Consider”
• Mortgage calculator• Online brochure/consult offer
Top Funnel Content Closes DealsCREATORS OF THOUGHT LEADERSHIP BELIEVE: DECISION MAKERS SAID:
“It helps us close and win” “Directly led you to decide to give business to a company”
20%
45%
48%C-Suite execs
BDMs
Source: LinkedIn & Edelman, “How Thought Leadership Impacts B2B Demand Generation
Gated vs. Ungated
37% 75%
Of tech buyers are less likely to consider a vendor that gates the first
piece of content
Of tech buyers are less likely to consider a vendor that gates all
content
Source: LinkedIn, Nurturing the IT Committee Lead, 2014
Success
Source: Contently, Contently’s ROI Flipbook
Content drove an increase in overall site traffic of 970%
970%Open Forum is now the single
largest source of SMB leads for American Express
#1TD Ameritrade customers who
subscribe to thinkMoney Magazine trade at a 5x higher
velocity
5x
Source: 2017 DemandWave State of B2B Digital Marketing report
Generating quality leads & proving value are the greatest challenges marketers face
56%
16%
Deliver quality leads & prove ROI
Generating enough leads
Producing quality content
Securing staff & budget
Not sure Other
14%
8%
5% 1%
WE ASKED MARKETERS
What is your biggest digital marketing challenge?
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Exceed your demand gen objectives with LinkedIn
Target Convert Measure
Matched Audiences (retargeting, ABM, CRM)
1st party user-identified data
Sponsored Content
Text Ads
Sponsored InMail
Lead Gen Forms
Insight Tag
Conversion Tracking
Website Demographics
Click & Conversion Demographics
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Engage your prospects with relevant content in the world’s only professional feed and in premium placements beyondSponsored Content
CONVERT
Build customer relationships at every stage of the buyer’s journey on mobile, desktop, and tablet.
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LinkedIn Sponsored InMailSend timely, convenient, and relevant private messages to the people that matter most to your business
CONVERT
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LinkedIn ad targeting options
Align your targeting with your lead scoring model
Company name Job title Member skills* Field of studyBased on skills, endorsements
and keywords in profile
Company industry Job seniority* Member groups Degreesderived from Job title
Company size Job function* Member age* Member schoolsderived from Job titlederived from Company Page
derived from Company Page
Derived by using the earliest degree
Location Years of experience* Member gender*derived from start year and
month of current rolesderived from Member name
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Demographic data from the LinkedIn profile
*Target the prospects you care about more by retargeting your website visitors, or matching your email contacts, account lists, marketing automation segments, against the LinkedIn audience
Email contact targeting
Website retargeting
Account targeting
Data integrations
Our data + your data: Target the people most likely to become qualified leads
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Engage your website visitors on LinkedIn
Use one tag for website retargeting
and conversion tracking
Bring your marketing automation segments or email lists into Campaign Manager
Engage contacts you already know
Target people who are more likely to convert with Matched Audiences
Website Retargeting
Email Contact
TargetingAccount
Targeting
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Combine the power of demographic targeting
on LinkedIn with your target account list to
engage the right people
Matched Audiences
better cost per conversion using
website retargeting
6xhigher conversion rates
compared to regular Sponsored Content campaigns
4%
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CASE STUDY
Reach more people with the LinkedIn Audience Network and Audience ExpansionEngage even more qualified prospects and discover new potential customers by activating the Audience Network and Audience Expansion on your campaigns.
LinkedIn Audience Network & Audience ExpansionTIP!
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Test One Click Lead Gen Forms
LinkedIn One Click Lead Gen FormsCapture quality leads using forms that are pre-filled with LinkedIn profile data
Currently available on mobile only.
TIP!
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Track your post-click activity using the LinkedIn Insights Tag
Native Conversion tracking allows you to track both click and
view-based conversions directly in the Campaign Manager interface.
Set Up Conversion TrackingTIP!
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Measure leads and conversions from specific audiences:
Understand your converting audiences
Company name
Industry
Job function
Seniority
Geo
Company size
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Improve conversion rates by tracking engagement throughout the funnel
Using LinkedIn data, see the audiences that are
engaging with and converting on different parts of your website.
PILOTING SOON
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PILOT
LinkedIn Lead Gen Forms Capture quality leads using forms that are pre-filled with LinkedIn profile data
CONVERT
Improve conversion rates on mobile
Measure your ROI, including the specific audience segments you’re converting into leads
Easily manage your leads: Download from LinkedIn or send to your CRM or marketing automation system
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Lead Gen Forms Intro
What You’re Trying to Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPLYes, by removing the friction
of conversions on mobile devices
Marketing Qualified Leads MQL
Yes, IF what is hindering the movement to MQL or SQL is the need for prospects to download more assets or
certain assets (demos, free trial etc.)
Sales Qualified Leads SQL
Opportunity Creation
# Of Opps Touched by LI, or
end ROI of LI
Not Directly. May be useful to include within your
strategy, but pay close attention to lead quality, and
ensuring your targeting is locked in
Lead Gen Forms
increase in conversion rates
2xreduction incost-per-lead
44%
“Traditional landing pages take people away from the LinkedIn platform. Having members stay in-app with Lead Gen Forms is a seamless user experience."
Nik Love Digital Project Manager, IR
Full case study here: http://bit.ly/2qv4p0e 38
CASE STUDY
Landing page: Ensure mobile-friendliness
Form fields encouraged 2-4
Average clicks driven by mobile70%
Above the fold100%
TIPS!
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Not sure? Test on 3rd party MobileTest.me to view rendering across devices
Improve your conversion ratesBEST PRACTICE
Use Lead Gen Forms to increase conversion rates
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Design your landing pages for mobile visitors
80% of engagement
with Sponsored Content happens on mobile.
Ensure your landing pages are mobile-optimized so you capture as many leads as possible on your site.
Run multiple ad products
Lead Gen Forms can get up to
3x better conversion rates than Sponsored Content driving traffic to advertiser landing pages with standard lead forms.
Sponsored Content campaigns get up to
37% higher click-through rates when running with Sponsored InMail for at least 2 weeks, targeting the same audience.
What does the Insights Tag do?
Website Retargeting
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Laptop screen area Conversion Tracking & Auto-Optimization*
Website Demographics*
*Coming in Q3
Tips when using the Insights Tag:● Place the tag in the Global Footer of your site● Only have one Insights tag on your landing pages to prevent tracking
discrepancies● Need an Image pixel? Reach out to your LinkedIn rep for more info!
Laptop screen area
Measure lead quality and advertising ROI
Add LinkedIn Insight Tag to your website
The Insight Tag lets you measure conversions, site visitors,
and other meaningful business data.
STEP 1
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Measure lead quality and advertising ROI
STEP 2
Laptop screen area
45
Use conversion tracking Measure leads collected on your website with LinkedIn’s free native conversion tracking tool
Use demographic analyticsEnsure you’re converting the right people: Use LinkedIn’s
campaign reporting to measure the types of
segments you’re converting.
Measure lead quality and advertising ROI
STEP 3
Laptop screen area
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Use conversion tracking auto-optimization
Set your campaigns to optimize toward the highest
converting ad.
Measure lead quality and advertising ROI
STEP 4
Laptop screen area
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Track the lead metrics that matter most
Cost per lead
Cost per qualified lead
Cost per acquisition, revenue per lead
LinkedIn advertisers often pay less per qualified lead and new customer acquired compared to other ads platforms
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STEP 5
Conversion Tracking
CASE STUDY
increase in CTR in the three months during campaign
2xoverall lead-to-demo ratio, resulting in many sales-qualified opportunities
85%
“It had been very complex for us to track performance. LinkedIn conversion tracking makes it easy.”
Priyank SavlaDigital Marketing ManagerNetBrain Technologies
Full case study here: http://bit.ly/2qBoFgc
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TARGETCONVERT MEASURE
1
2
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5
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Target your ideal customer persona with accurate, profile-based demographic targeting.
Target people likely to convert with Matched Audiences to engage people who’ve shown affinity for your brand; for example, website visitors.
Publish content relevant to the professional mindset on mobile and desktop by leveraging Sponsored Content, Sponsored InMail, and Text Ads.
Seamlessly collect leads using forms pre-filled with quality LinkedIn profile
data: On your website with LinkedIn AutoFill, or directly in the LinkedIn app
with Lead Gen Forms.
Measure lead quality, return on ad spend, conversion
rates, new site visitors acquired, and more using built-in
campaign lead reporting and conversion tracking.
Use campaign and website analytics to optimize your results
for even greater impactIterate and Improve
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1
2
3
4
5
Set up your insight tag
Set up conversion tracking
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Ensure you have content for the full funnel
Test your landing pages on MobileTest.me
Try out a lead gen form campaign
Next Steps
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