Innovation Showcase: LinkedIn

1. Marketing Innovation
Summit for B2B

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WHO’S MOST LINKEDIN AT THE
SUMMIT FOR B2B?
Earliest Adopter
Stacey Bishop
Partner
Scale Venture Partners
Most Connected
Jared Conley
Marketing Analytics
Domo
Most Endorsed
Wayne Cerullo
Managing Partner
B2P Partners
Most Popular
Dave Stewart
Sr Dir, Sales
Seismic Software

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Who’s LinkedIn’s Largest Ad Spender?

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LinkedIn on LinkedIn (LOL)
Drive
Business
Results
Establish
LinkedIn
as a Tier 1
Customer
Fuel
Innovation
on LinkedIn
Documented best
practices, case studies,
and feedback on
products and services
Focused efforts and
measurable
business impact
The same level of service,
partnership and strategic
solutions as key accounts

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Buyer’s Journey

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Me and We
Me We
LinkedIn is a social network for
professionals
I use it to:
• Define my professional
brand/identity online
• Network/connect with others
• Stay up to date on industry
news
LinkedIn is a tool that helps me
get my job done
I use it to:
• Find/contact prospective job
candidates
• Advertise my company’s
brand and/or generate leads
• Find/contact potential clients
LinkedIn is a company-wide
suite of business solutions
We use it to:
• Manage our talent pipeline
from sourcing to hiring
• Build on our brand’s strategy
• Leverage our collective
network to maximize sales

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Account Segmentation and Scoring
High
Low
SIZE OF
PRIZE
HighTEMPERATURE
Marketing
Automation
and Sales
Red
Carpet
Marketing
Automation
Inside
Sales

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Multichannel Campaigns
LTS Multichannel Acquisition
% Inquiries Driven from Channel Sources
Other channels included in test did not provide meaningful results: Eloqua Engage, Inmail, Twitter, LI Blog
1Forecasted bookings impact based on avg. conversion for event/webcast (15%, 23%) and deal size ($13k) for LTS business
100%
+60%
7%
Email Multichannel
18%
65%
2%
Sponsored InMail
Sponsored Updates
Email
Other
Display Ads
Increase in
registrations with
crossover of channels
ROI of LinkedIn ads
during multi-channel
campaign
4%

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Vision: Turn Beat Cops…Into Batman

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Simplicity Above the Water

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Online: Targeted Offers

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Crystal Ball: Event-Based Account
Management (eBAM)

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Magic Wand: Automated Presentations

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Magellan: Target, Run, Predict

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Gandalf: Member Journey

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Voices: NPS at Scale

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BUY OWN
3
AwarenessEducation
Consideration
Preference
Adoption
Retention
Advocacy
2 1
4
5
6
7
Next Play: Lifecycle Marketing

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Bring Everyone AlongTIP 1

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Many Skills RequiredTIP 2

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Keep It SimpleTIP 3
Simplicity is the ultimate sophistication.
Leonardo da Vinci

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Mobile, Mobile, Mobile…and IoTTIP 4

25. Q&A
#b2bsummit@briangoffman