Live Webcast: LinkedIn Marketing Solutions 101

Editor's Notes

• #6: Just to orient you all to our overall mission as a company. Our true north as an organization is centered on helping professionals (like all of you) to connect with other professional to ultimately make you more productive and more successful - in your current roles, and wherever you choose to take your careers. This is really the first order priority that drives our day to day.
• #9: Not to mention influencers, searching
• #10: Influencers – October 2012 Acquired Pulse – April 2013 Sponsored Updates – July 2013 Long-form content – July 2014
• #16: Ok, let’s start our journey down the funnel. And, content marketing plays a huge role in driving prospects from one stage to the next. Especially in B2B, it’s key to get relevant, helpful content in front of your target prospects throughout the buy process to build brand credibility and educate prospects. LinkedIn Sponsored Updates let’s you do this directly in the world’s only professional feed – get your content in front of 300M+ professionals as they’re consuming content in the LinkedIn feed on desktop, tablet and smartphone. You’re essentially capturing people’s attention when they’re most engaged – while reviewing information shared in the feed. As reflected in the funnel graphic, Sponsored Updates is arguably our most versatile product in that you can design your program to serve upper funnel branding and awareness objectives….or lower funnel, direct response, leads goals, depending on your content approach
• #20: You guys know more about this than I do Make big changes 12 tweaked versions you’re not gonna have stat sig
• #22: Click bait titles – what is avg salary? That’s juicy topic Targeting – seen by mech engineers, content that’s specific to that audience Obv what they’re getting out of it – learn about trends / help you next career move
• #23: As we now move firmly into the lower half of the funnel where direct response goals reign supreme, Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. Sponsored InMail is the most direct way to engage your prospects on LinkedIn. Our customers use Sponsored InMail to drive tangible DR metrics – leads, CPL, pipeline. And, they do that by getting the attention of the audiences they care about on by delivering targeted, personalized messages right into their LInkedIn inbox. 
• #25: As we touched on, your prospects are now doing most of their research online: Looking at your website, your competitors’ website, reviewing analyst reports, comparing notes with peers on social networks, etc. So, they’re in firm control of where and when they engage your brand.  The punchline = this puts the onus on your marketing team to keep your company’s brand and content in front of prospects early and often during the purchase process so you’re on they’re radar early. LinkedIn Display Advertising gives you two powerful ways to make sure you’re on the radar and building brand with the right audiences: LinkedIn Onsite Display and LinkedIn Network Display. In other words, if you’re focused on upper funnel goals…you’re looking to reach new audiences, make sure they know who you are and what you do – LinkedIn Display Advertising should be in your program mix. Now, if context is king in your book -- i.e., you’re all about quality brand association, and knowing exactly where your brand appears, you can use LinkedIn Onsite Display to put your brand in front of more than 300M professionals in the premium, high quality context that the LinkedIn site provides. Onsite Display gives you a great vehicle for accurately targeting members on LinkedIn with IAB-standard ads, and ad formats unique to LinkedIn like including Company Ads, Spotlight Ads, and others…
• #26: As we touched on, your prospects are now doing most of their research online: Looking at your website, your competitors’ website, reviewing analyst reports, comparing notes with peers on social networks, etc. So, they’re in firm control of where and when they engage your brand.  The punchline = this puts the onus on your marketing team to keep your company’s brand and content in front of prospects early and often during the purchase process so you’re on they’re radar early. LinkedIn Display Advertising gives you two powerful ways to make sure you’re on the radar and building brand with the right audiences: LinkedIn Onsite Display and LinkedIn Network Display. In other words, if you’re focused on upper funnel goals…you’re looking to reach new audiences, make sure they know who you are and what you do – LinkedIn Display Advertising should be in your program mix. Now, if context is king in your book -- i.e., you’re all about quality brand association, and knowing exactly where your brand appears, you can use LinkedIn Onsite Display to put your brand in front of more than 300M professionals in the premium, high quality context that the LinkedIn site provides. Onsite Display gives you a great vehicle for accurately targeting members on LinkedIn with IAB-standard ads, and ad formats unique to LinkedIn like including Company Ads, Spotlight Ads, and others…
• #39: Sharing matched companies with customers is a non starter until we rebuild our audience counts functionality, this work is actively underway and hope to launch in early Q2 then we can revisit this. Our other option is to hold the launch until we get the new audience counts engine out. Minimum list size: our biggest learning during the pilot is that we run into significant scale issues with smaller list sizes, we must match at least 100 companies to successfully create a segment so we are just trying to determine a minimum list size that won't waste resources to get to 100 matches while also ensuring enough scale to successfully deliver a reasonable budget. We will keep working on this to come to a reasonable place. While we are well aware competitors are ahead of us here we are doing our best with an engineering team a small fraction of the size of others to deliver answers for what customers are looking for. The 24 hour delay for forecasting a segment generation is a reality for now, again we could hold the launch up until the second half of the year and put our resources against reducing this delay but it is a massive engineering investment so would delay not just launch of the account targeting but also future use case (email/CRM matching).
• #42: Facilitator Notes: [Insert here]