B2B Social Media Marketing: A successful LinkedIn InMail strategy
Post on 10-May-2015
DESCRIPTIONJoin Meagen Eisenberg, Vice President of Demand Generation, DocuSign, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through how DocuSign took what might have been a pretty standard email effort, and instead of using its email database, it utilized LinkedIn to send a series of sponsored InMails from its webinar speakers.
- 1.B2B Social Media Marketing DocuSigns targeted LinkedIn InMail strategy creates 3 large pipeline opportunities
2. See Daniel Burstein, Director of Editorial Content, and Pamela Markey, Senior Director of Marketing, MECLABS, discuss the top takeaways from Lead Gen Summit and answers questions from the audience! Watch it now!isAccess other webinars 3. Were sharing on Twitter! #SherpaWebinar 4. Additional Resources B2B Social Media Marketing: DocuSigns targeted LinkedIn InMail strategy creates 3 large pipeline opportunities Using LinkedIn for Lead Generation: 6 LessonsSocial Spam: Why you should clean out your LinkedIn and Facebook communities B2B Lead Generation: 6 social media tactics from 7 experts Social Media Marketing: Social login or traditional website registration?#SherpaWebinar 5. SpeakersBlack & White HeadshotMeagen EisenbergDaniel BursteinVice President of Demand GenerationDirector of Editorial Content MECLABS @DanielBursteinDocuSign @meisenberg#SherpaWebinar 6. Speaker Meagen has spent over 19 years in high-tech. In 2012, she received the SuperNova Award in Matrix Commerce. In 2011, she received the Marketing Visionary Markie award in the marketing automation field.Meagen EisenbergShe has an MBA from Yale School Of Management, and a Bachelor of Science degree in management information systems and a minor in computer science from Cal Poly SLO.Vice President of Demand GenerationDocuSign @meisenberg#SherpaWebinar 7. ChallengeProblem Creating a marketing and sales pipelineGoal Build a community to draw new leads in and keep them engaged through the pipeline#SherpaWebinar 8. Results: Opens and clickthroughs Send 1140 CT1,700 Opens 1,100 OpensSend 2100 CT1,547 OpensSend 3 020040060050 CT 80010001200Both sends had approx. 7,000 recipients #SherpaWebinar140016001800 9. Results: Opens and clickthroughs Send 1140 CT1,700 OpensMore than 350 registrants for online 1,100 community 100 Send 2 Opens CT Three 1,547 pipeline opportunities50Send 3Opens0200400600CT80010001200Both sends had approx. 7,000 recipients #SherpaWebinar140016001800 10. Targeted Messaging: RedefinedProfiles remain even if jobs change #SherpaWebinarGet through the noise of the inbox 11. InMail Drop Campaign Overview 1 sponsored message Every 60 days 3 message series#SherpaWebinar 12. InMail Drop Campaign Overview 1 sponsored messageDrive registrants to landing page Every 60 days for email capture 3and nurturing message series #SherpaWebinar 13. #SherpaWebinar 14. Targeted AudienceGeographic Specific Job Company Size Area Title#SherpaWebinar 15. Targeted AudienceU.S. CompaniesOver 500 Employees#SherpaWebinarVP or Director of Sales 16. Sponsored InMail 3 Objectives:1. Attract 2. Engage 3. Convert#SherpaWebinar 17. Sponsored InMail Video clicked on more than any other call-toaction#SherpaWebinar 18. Sponsored InMail Video clicked on more than any other call-toaction Personal invite to roundtable#SherpaWebinar 19. Sponsored InMail Video clicked on more than any other call-toaction Personal invite to roundtable From a peer in the sales industry#SherpaWebinar 20. Sponsored InMail Ad for the upcoming roundtable event mentioned in the messageVideo clicked on more than any other call-toaction Personal invite to roundtable From a peer in the sales industry#SherpaWebinar 21. Landing Page 25% of registrants opted for social sign-in Make registration easy All users coming from LinkedIn Use of modern social tools#SherpaWebinar 22. Top-of-Funnel CampaignJoin as they discuss tools and techniques to make sales reps more efficient and effective.#SherpaWebinar 23. Top-of-Funnel CampaignNot product-specific but business pain-point-specific Joinas they discuss tools and techniques to make sales reps more efficient and effective.#SherpaWebinar 24. Ad Appearing in InMail Created 3 pipeline opportunities Over 350 registrants for roundtables Every registrant was included in the online community#SherpaWebinar 25. DocuSigns LinkedIn Presence: The brands group#SherpaWebinar 26. DocuSigns LinkedIn Presence: Third-party groups#SherpaWebinar 27. DocuSigns LinkedIn Presence: Personal InMail#SherpaWebinar 28. Bonus: A quick look at a Twitter promotion#SherpaWebinar 29. Bonus: A quick look at a Twitter promotion#SherpaWebinar 30. Twitter promo results40,975 Clicks1,989 leads generated#SherpaWebinar2 Closed deals 31. Top Takeaways 1Social channels and targeting can work for B2B marketers2LinkedIn Partner InMail Program is a relatively low-noise channel3LinkedIn is a business-peer network continue that concept with InMail4Incorporate video for higher engagement#SherpaWebinar 32. Thank you! Meagen Eisenberg Vice President of Demand GenerationDocuSign @meisenbergDaniel Burstein Director of Editorial Content MECLABS @DanielBurstein#SherpaWebinar