masterclass: advanced strategies on linkedin [new york]
TRANSCRIPT
Agenda
The Next Step in Targeting: Matched Audiences
↓The Next Step in Strategy:
Marrying Sales + Marketing
↓The Next Step in Reach:
Pairing Products for Impact
↓The Next Step in Conversions:
Lead Gen & Measurement
↓The Next Step for LinkedIn:
Product Roadmap
Matched Audiences OverviewWhat Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager
Matched Audiences OverviewWhat Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager
Adding a LinkedIn Insight Tag
IMPORTANT: Skip this step if you already have
an insight tag on your page
Add a lightweight javascript code to your site
Instructions / FAQVideo: Generating a LinkedIn Insight Tag
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Only add one tag per website domainMake sure all your domains are listed on the Insight Tag menu or the retargeting segment may not work correctly.
2
Give the tag some time to buildWhile the tag may take up to 48 hours to build your audience, you can set up your website targeting segments right away.
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1STEP
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Copy + paste the Insight Tag code into your site’s global footer, or email the instructions to your web team.
if you already have a LinkedIn tag on your site
If adding the tag to your global website footer is not possible, tag the page(s)
you want to use for website retargeting
While website retargeting may work with an image pixel, javascript tag is recommended
IMPORTANT: SKIP THIS STEP
WORKAROUND FOR GLOBAL TAG
IMAGE PIXEL SUPPORT
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Creating website retargeting
audience segments
Once your account is set up, navigate through the campaign creation flow until you reach the targeting page
Click on Create an audience to retarget
Define the web URLs that will make up your website retargeting segments
1
2
3
Complete setup steps and activate your campaign
4
Your campaign can begin delivering once your audience segment reaches 300 members
2STEP
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Once you arrive on the targeting page, click on Create an audience to retarget.
User must have “Account manager” or “Campaign manager” access to access website retargeting
ACCESS TO CREATE AUDIENCES
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Name your audience segment and add the specific web page URLs you’d like to use in your retargeting audience.
Only you and admins managing your campaign will see the audience name
The URLs must belong to a domain you entered in your Insight Tag
You can always come back and add additional URLs to your audience segment
SEGMENT NAME
ADD THE WEBSITE URL
ADDING MORE URLS
Multiple URLs in one segment are “OR” example: “acme.com/products” OR “acme.com/services”
“OR” RELATIONSHIP BETWEEN URLS
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You have three different website URL options when setting up your website retargeting audience segment.
“Starts with” – Select this option to include any page whose URL starts with these characters.
“Exact” – Select this option to target pages whose URL matches these characters in their entirety.
“Contains” – Use this only on pages whose URL contains these characters.
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Let your audience build
3STEP
Once you’ve finished setting up your audience, click “Done” to proceed.
You can proceed with setting your campaign live or save your campaign as a draft until the audience builds up.
If you set your campaign live, it can begin deliveringas soon as your segment reaches 300 people.
We need sometime to build your audience…
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Once you’ve finished setting up your campaign, you can access your retargeting audiences under Tools/Account Assets in the top navigation menu.
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Clicking Edit will allow you to edit details on any retargeting audiences you’ve created.You can add any additional URLs if needed here (please note that it will take up to 48 hours to add any additional audiences).
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Helpful tips to keep in mind
Audiences will not be matched unless the Insight Tag is correctly installed. Please make sure that the Insight Tag appears as Verified before building your audiences.
Depending on traffic across your website segments, your audience may take time to build. At least 300 members must be matched before campaign can begin serving impressions.
Once at least 300 members are matched, the campaign will launch automatically if you activated your campaign by clicking “Launch.”
Keep in mind broader may be better depending on your site traffic. Test broader website segments before going super niche.
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Matched Audiences OverviewWhat Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager
Start by accessing Matched Audiences from the Account Assets menu Once you’re in the Uploaded list audiences menu, click on Upload a list.
Remember, Matched Audiences lists are stored at Account Level. This means that multiple campaigns within the same account can use the same list.
Choose the type of list you are uploading (accounts OR contacts) and follow the correct formatting. Remember to limit to one list per file. We recommend 300 companies or more (maximum 30,000).
Label the header row “companyname”
Select here if you want to upload either a CSV of accounts or contacts
Finish setting up your targeting and launch your campaign.Once you launch your campaign and LinkedIn matches at least 300 members, your campaign can begin delivering. (Please note that it may take up to 48 hours to process)
Don’t forget to launch your campaign! Impressions will begin delivering only after
LinkedIn matches enough members.
You may include or
exclude an account list.
Account lists you’ve created will appear under the Uploaded list audiences tab. In this tab, you can view or add additional account and contact lists.
Targeting using uploaded lists: A few things to remember
Use a CSV file following the correct format using the approved templates
• Check spelling • Avoid using special characters, URLs.• Remove all formatting for optimal match rates.
Avoid hyper-targeting; it could limit scale and delivery of your campaign. This includes:
• Uploading lists that are too small (we recommend at least 1,000 companies or 10,000 emails), or
• Layering too many targeting criteria in addition to the account list.
Target influencers or decision makers for optimal response rates.
Larger lists will likely have better match rates.
Matched Audiences OverviewWhat Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager
Noteworthy Items:
For larger lists, it may take up to 48hrs for the lists to appear
The lists will automatically sync to your marketing automation platform (within 24hrs)
List must hit 300 people before it can be used as a targetable segment, though we recommend lists of around 10,000 contacts for scale
Use Cases Content How to Measure
Unresponsive or Suspect Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content; repurpose top performing blog articles and run on Sponsored
Content.
Engagement or Movement within Pipeline
(Marketo Interesting Moments or Eloqua Digital Body
Language)
Use Cases Content How to Measure
Unresponsive or Suspect Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content; repurpose top performing blog articles and run on Sponsored
Content.
Engagement or Movement within Pipeline
(Marketo Interesting Moments or Eloqua Digital Body
Language)
Marketing or Sales Qualified Leads
Overview of the product or platform, product examples,
testimonials and case studiesOpportunity Creation
Use Cases Content How to Measure
Unresponsive or Suspect Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content; repurpose top performing blog articles and run on Sponsored
Content.
Engagement or Movement within Pipeline
(Marketo Interesting Moments or Eloqua Digital Body
Language)
Marketing or Sales Qualified Leads
Overview of the product or platform, product examples,
testimonials and case studiesOpportunity Creation
Contacts in PipelinePromote a guide on specific
features; deep product insights & how to guides
Movement in Pipeline (i.e. Exploration Opp to
Proposal or Closed Won)
Use Cases Content How to Measure
Unresponsive or Suspect Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content; repurpose top performing blog articles and run on Sponsored
Content.
Engagement or Movement within Pipeline
(Marketo Interesting Moments or Eloqua Digital Body
Language)
Marketing or Sales Qualified Leads
Overview of the product or platform, product examples,
testimonials and case studiesOpportunity Creation
Contacts in PipelinePromote a guide on specific
features; deep product insights & how to guides
Movement in Pipeline (i.e. Exploration Opp to
Proposal or Closed Won)
New Customers / High Value Customers/ Upsell
Opportunities
Product How-To’s, Case Studies, Product Releases or
Industry News that relates back to value prop
Reduced Churn / Upsell & Renewal Rate (Retention
Marketing)
Use Cases Content
Unresponsive or Suspect Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content; we repurpose our top
performing blog articles and run on Sponsored Content.
Marketing or Sales Qualified Leads
Promote Sophisticated Marketer’s Guide - overview of the platform, product examples, testimonials and case studies
Contacts in PipelinePromote a guide on specific
LinkedIn features - highlighting the power of LinkedIn targeting
New Customers / High Value Customers/ Upsell
Opportunities
Product How-To’s, Case Studies, Product Releases or
Industry News that relates back to value prop
Use Cases Content
Unresponsive or Suspect Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content; we repurpose our top
performing blog articles and run on Sponsored Content.
Marketing or Sales Qualified Leads
Promote Sophisticated Marketer’s Guide - overview of the platform, product examples, testimonials and case studies
Contacts in PipelinePromote a guide on specific
LinkedIn features - highlighting the power of LinkedIn targeting
New Customers / High Value Customers/ Upsell
Opportunities
Product How-To’s, Case Studies, Product Releases or
Industry News that relates back to value prop
Use Cases Content
Unresponsive or Suspect Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content; we repurpose our top
performing blog articles and run on Sponsored Content.
Marketing or Sales Qualified Leads
Promote Sophisticated Marketer’s Guide - overview of the platform, product examples, testimonials and case studies
Contacts in PipelinePromote a guide on specific
LinkedIn features - highlighting the power of LinkedIn targeting
New Customers / High Value Customers/ Upsell
Opportunities
Product How-To’s, Case Studies, Product Releases or
Industry News that relates back to value prop
Use Cases Content
Unresponsive or Suspect Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content; we repurpose our top
performing blog articles and run on Sponsored Content.
Marketing or Sales Qualified Leads
Promote Sophisticated Marketer’s Guide - overview of the platform, product examples, testimonials and case studies
Contacts in PipelinePromote a guide on specific
LinkedIn features - highlighting the power of LinkedIn targeting
New Customers / High Value Customers/ Upsell
Opportunities
Product How-To’s, Case Studies, Product Releases or
Industry News that relates back to value prop
Noteworthy Items:
Need to have content that is tailored to the customer base you are bringing over
Need to be prepared to measure traction and movement within your Contact Management Platform (cpc, cpl, or mql measurement doesn’t truly measure success here)
Contact Management
Platforms(Known Prospects
or Customers)
Email Lists(Known
Prospects or Customers)
Retargeting Pools
(Engaged Audience)
We Have the Data...
Website Converters
(Engaged Audience)
Account Lists(Prospect
Accounts OR Competitors OR Clients)
Use Cases Content
Demographic Targeting [EXCLUDING] Known or Engaged Prospects
High Level Content, Introductory Assets, Value Prop/Industry News
Retargeting [EXCLUDING] Current Clients
Educational pieces, Product Options/Demos, Case Studies
Retargeting or Demographic Targeting [EXCLUDING] Competitor List
Same As Above (ensures you are not wasting impressions or sharing your
content strategy)
...Now Lets Use It!
EXAMPLELet’s Get Robust
FA=IT, Director+ in North America
Site Retargeting
ABM List from Field
Team
IT Decision Makers
EXAMPLELet’s Get Robust
FA=IT, Director+ in North America
IT Groups with
Manager+
Site Retargeting
ABM List from Field
Team
IT Decision Makers
EXAMPLELet’s Get Robust
FA=IT, Director+ in North America
IT Groups with
Manager+
Marketo Contacts in
Pipeline Site
Retargeting
ABM List from Field
Team
IT Decision Makers
EXAMPLELet’s Get Robust
FA=IT, Director+ in North America
IT Groups with
Manager+
Marketo Contacts in
Pipeline Site
Retargeting
ABM List from Field
Team
IT Skills with
Manager+ Layer
IT Decision Makers
Sales and Marketing are converging
Awareness
Revenue
Marketing
Sales
Marketing is...
❏ Engaging prospects deeper in the funnel
❏ Measuring impact on close rates and sales cycle
Sales is...
❏ Driving brand awareness via social
❏ Playing a bigger role in educating customers
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Missing the Mark Lack of Visibility Mixed Messaging
Marketers fail to consistently target and reach the people who Sales deem high-value
Sales lacks visibility into how buyers have engaged with
marketing campaigns and content
Marketing and Sales use different stories and content to communicate with customers
Companies face three challenges while aligning Sales & Marketing
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Aligned Sales and Marketing effortsSales and Marketing teams today
What Sales and Marketing alignment could look like
Sales Marketing
✓ Focus on the same buyers
✓ Shared insight and common messaging
✓ Drive revenue together
✓ Targeting different audiences
✓ Lack of collaboration
✓ Misaligned objectives3
Sales Marketing
The Challenge
LinkedIn Campaigns are bringing in leads to your inbound sales teams, but not converting to Sales
Accepted leads (i.e. High Volume but Low Quality)
Marrying Sales + Marketing On LinkedIn
The Challenge
You are having trouble with scaling campaigns that are
targeting your decision maker
Marrying Sales + Marketing On LinkedIn
The Solution
Identify Gaps between your Saved Leads and Target
Audiences. Then adjust your marketing efforts to align
with sales to increase traction and/or expand scale
Marrying Sales + Marketing On LinkedIn
Engage buyers with personalized
outreach
Understandwhat buyers value
Target the right buyers
and companies
Sales Navigator helps sales teams create value in three ways
Sales Navigator companies have seen the following success
*Averages of influenced opportunities based on a June ‘17 analysis of 600+ CRM-synced companies with at least 6 months on contract
Larger Dealswhen using Sales Navigator to connect with decision makers
Higher Win Rateswhen using Sales
Navigator to close deals
Opportunities Sourcedwhen using Sales Navigator to
find customers*
35%+5%+34%
Connect Campaign Manager to Sales Navigator
Unlock an audience you couldn’t target before
Target saved accounts & leads using Matched Audiences
A solution to nurture your sales team’s high-value accounts and contacts
Coming Soon: Sales Navigator Account and Contact Targeting
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You reach these saved accounts and leads with LinkedIn’s suite of
ad products
How does Sales Navigator Account and Contact Targeting work?
Step 1: Sales Activity
Sales saves an Account...
Step 2: Integration Step 3: Ads Delivery
Karen, join FixDex forum to be part of a community for business.
Sales reps identify leads and accounts in Sales Navigator as high-value and
save them
These accounts and leads are brought into Campaign Manager and become
targetable
Sponsored Content + InMail
Sponsored InMail open
rates are 128% higher if users are exposed to Sponsored Content first
Metric Sponsored Content Alone Text Ads
Conversions 581 405
Conversion Rate 0.35% 40%
Cost Per Conversion $467.73 $25.64
Investment $300k/qtr $10k/qtr
Product Pairing for Evergreen ContentTech Company (Security) | 500 Employees | Privately Held
SnapCap is an online lending platform that specializes in offering loans to small business owners who are
under-served by banks or who may not have access to capital.
Lead Gen Forms
What You’re Trying to Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL Yes, by removing the friction of conversions on mobile devices
Lead Gen Forms
What You’re Trying to Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL Yes, 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
Lead Gen Forms
What You’re Trying to Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL Yes, 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
Noteworthy Items:
Lead Gen forms are only on mobile at this time
Help to reduce the friction of a conversion on mobile
Will help if your main issues are at the point of conversion, but will not be an immediate fix for quality issues that are surrounding MQL/SQL, or overall ROI
Measure lead quality and advertising ROI
Laptop screen area
103
Use conversion tracking Measure leads collected on your website with LinkedIn’s free native conversion tracking tool
Use demographic analytics
Ensure 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
Laptop screen area
104
LINKEDIN MARKETING SOLUTIONS MISSION
Be the most effective platform for marketers to engage with professionals
Evolving our platform to increase advertiser ROI
Exceedmarketer objectives
Provevalue through
analytics & insights
Simplifyusability of products & capabilities
Targetthe audiences that
matter
New Targeting Facets
Recently released
Launched in July
Follower targetingTarget members following your
LinkedIn Company Page
Company connection targeting Reach first-degree connections
of company employees
Website Demographics
Recently released
Better understand the audiences coming to your website
Launched in July
Campaign Recommendations
Recently released
In-product recommendations to optimize your campaigns
Launched in July
Campaign Manager Visual Refresh
Recently released
A new look for campaign manager – guidance when you need it, a more
familiar design, easier access to your account assets
Announced in July
LinkedIn Audience NetworkRecently released
Scale your reach by running ads through our partner app network
Launched to all advertisers in September
Exceed Marketer Objectives
LinkedIn Marketing Partner Program Expansion
Media Buying Leverage experts to scale your
LinkedIn campaigns
Marketing Analytics Gain paid and organic campaign
performance insights
Audience Management Target and manage your contacts
more effectively on LinkedIn
For more information, visit go/lmspartners
17 new partners across three new categories
*
Recently released
Integrate trusted 3rd party tracking to better track results
3rd party impression tracking
Recently Released & Upcoming release
Launching: Dynamic Ads & Text Ads (Q3)Upcoming Release: Sponsored Content (Q4)
Prove Value ThroughAnalytics &
Insights
Refreshed Reporting View
Upcoming release
New reporting view to understand performance quickly and easily
Target The AudiencesThat Matter
Prove Value ThroughAnalytics &
Insights
Asset ManagementUpcoming release
Share website audiences and uploaded lists across your Campaign Manager accounts
Launch in Q4
Exceed Marketer Objectives
Target The AudiencesThat Matter
Sponsored VideoUpcoming release
Engage your audience with video content across mobile and desktop
Pilot in Q4, Launch in Q1 2018
Drive content downloads with your target audience
Whitepaper Download Ad Unit
Upcoming release
Pilot in Q3 | Q4 Launch
Lead Gen Forms for Sponsored InMail
Collect even more quality leads from your Sponsored InMail with
seamless pre-filled forms
Launch in Q3
Upcoming release Exceed Marketer
Objectives
Exceed Marketer Objectives
Carousel Sponsored Content
Upcoming release
Better engage your audience with a content carousel
Pilot in Q4, Launch in Q1 2018
Exceed Marketer Objectives
Conversion auto-optimization
Upcoming release
Let LinkedIn auto-adjust your Sponsored Content campaign bid to get more website conversions at a better price
Launch in Q3
Nurture your sales organization’s high-value accounts and leads
Sales Navigator Account & Contact Targeting
Upcoming release
Pilot in Q3, Launch in Q4
Connect to data integration
Target The AudiencesThat Matter
2018upcoming solutions
• Objective-based campaign creation and optimization – Create campaigns based on your marketing objectives
• Pre-launch campaign predictions – Understand how your campaign is likely to perform
• Intent and interest based targeting – Reach audiences based on signals of their intent and interests
• Trending content insights – Understand topics that most resonate with your target audiences
marketer objectivesExceed
• Whitepaper Download Ad Unit (Dynamic Ads) | Q3 2017Drive content downloads with your target audience
• Lead Gen Forms For Sponsored InMail | Q3 2017 Easily collect quality leads through InMail messaging using pre-filled forms
• Conversion Auto-Optimization | Q3 2017Let LinkedIn automatically adjust your Sponsored Content campaign bid to get more website conversions at a better price
• Carousel Sponsored Content | Q4 2017Better engage your audience with a content carousel
• Sponsored Video | Q4 2017Engage your audiences with video content across the web
value through analytics & insights
Prove
• 3rd Party Impression Tracking | Q3 & Q4 2017Trusted 3rd party tracking of results
• Refreshed Reporting View | Q4 2017New reporting view to understand performance quickly and easily
usability of products & capabilities
Simplify
• Improved Ad Creation | Q3 2017Enhanced ad preview, better sharing of account assets, and ability to edit Sponsored Content after launch
• Campaign Groups | Q4 2017Organize, manage, budget, and report across campaigns (and IOs) within one "permanent" account
• Manager Accounts | Q4 2017Allow agencies & clients to easily share access to LI business (or enterprise) accounts easily and securely
the audiences that matter
Target
• Sales Navigator Account & Contact Targeting | Q4 2017 Nurture leads saved by your sales teams
• Location Targeting Options | Q4 2017Deliver ads based on members’ profile location or profile location and IP address
• Asset Management | Q4 2017Share website audiences and uploaded lists across your Campaign Manager accounts
Matched Audiences - Retargeting ListsA few things to remember
Remember to run general brand/Direct response content in addition to Retargeting to make sure you’re filling the funnel with the relevant audience
Start broad -- begin by retargeting your full website traffic, and add additional filters as the audience grows
Retargeting audiences must be at least 300 members in order to start serving impressions
Matched Audiences - Account ListsA few things to remember
Target influencers or decision makers for optimal response rates.
Ensure lists follow the correct formatting by using one of the templates available. Remove all special characters and check spelling
Avoid hyper-targeting; it could limit scale and delivery of your campaign. This includes:
• Uploading too small a list of companies or • Layering too many targeting criteria in
addition to the account list.
Matched Audiences - Email ListsA few things to remember
Ensure lists follow correct formatting and are using the approved templates. Check spelling and avoid special characters
Avoid hyper-targeting; it could limit scale and delivery of your campaign. This includes: • Uploading too small a list of
contacts, or • Layering too many targeting criteria
in addition to the account list.
Target influencers or decision makers for optimal response rates.