The LinkedIn profile gives marketers an unparalleled ability to deliver highly relevant, targeted messages to unique audiences. Whether you're seeking finance professionals with graduate degrees or decision-makers in healthcare organizations – targeting on LinkedIn connects your message with your precise audience. In this March 2013 webinar, we discussed: • Which components of the LinkedIn profile determine target audiences •Approaches for targeting your audience on LinkedIn to get the biggest impact • How the digital agency Vertic used targeting on LinkedIn to reach Fortune 1000 decision makers for their client, Vestas, a wind energy provider

1. Targeting with LinkedIn Webinar

2. Dan Gonzalez
Sebastian Jespersen

3. “When a company debuts at $9 billion based
on minimal revenues and no projected profit,
is that a sign that their data is incredibly valuable,
or that Wall Street has lost its mind?”
Paul Noglows, Managing Director at Mesa

4. Our data is incredibly valuable.
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 4

5. Education
Inferred 28-year-old male
Demo
Name
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 5

6. Education
Inferred 28-year-old male
Demo
Name
Name LinkedIn
Company Industry Internet
Size 1,000-5,000
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 6

7. Education
Inferred 28-year-old male
Demo
Name
Name LinkedIn
Company Industry Internet
Size 1,000-5,000
Product
Occupation
Marketing
Product
Mktg
Standardized Seniority Manager
Job Titles
Mktg
Function Marketer
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 7

8. Education
Inferred 28-year-old male
Demo
Name
Name LinkedIn
Company Industry Internet
Size 1,000-5,000
Geo San Francisco Bay Area
Product
Occupation
Marketing
Product
Mktg
Standardized Seniority Manager
Job Titles
Mktg
Function Marketer
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 8

9. Education
Inferred 28-year-old male
Demo
Name
Name LinkedIn
Company Industry Internet
Size 1,000-5,000
Geo San Francisco Bay Area
Product
Occupation
Marketing
Product
Mktg
Standardized Seniority Manager
Job Titles
Mktg
Function Marketer
Connections 892
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 9

10. Education
Inferred 28-year-old male
Demo
Name
Name LinkedIn
Company Industry Internet
Size 1,000-5,000
Groups LinkedIn Global Marketing Solutions
Geo San Francisco Bay Area
Product
Occupation
Marketing
Product
Mktg
Standardized Seniority Manager
Job Titles
Mktg
Function Marketer
Connections 892
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 10

11. Education
Inferred
Demo
Name
Name
Company Industry
Size
Groups
Geo
Occupation
Product
Mktg
Standardized Seniority Director
Job Titles
Mktg IT Decision Makers
Function IT/Eng Professional
Connections
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 11

12. Education
Inferred
Demo
Name
Name
Company Industry
Size
Groups
Geo
Occupation
Product
Mktg
Standardized Seniority
Job Titles
Mktg
Function
Connections Connected to a CxO? Circle of Influence
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 12

13. Education
Inferred
Demo
Name
Name
Company Industry
Size
Groups
Geo
Occupation
Product
Mktg
Platform Seniority
Standardized
and Activity
Job Titles
Mktg
Function Journalist
Connections Influencer
#inTargeting Mobile
©2013 LinkedIn Corporation. All Rights Reserved. 13

14. Education
Inferred
Demo
Name
Name
Company Industry
Size
Groups Member of CMO Group Federation
Geo
Occupation
Product
Mktg
Platform Seniority
Standardized
and Activity
Job Titles
Mktg
Function
Connections
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 14

15. Education
Inferred 28-year-old male
Demo
Name
Name LinkedIn
Company Industry Internet
Size 1,000-5,000
Geo San Francisco Bay Area
Product
Occupation
Marketing
Product
Mktg
Standardized Seniority Manager
Job Titles
Mktg
Function Marketer
Connections 892
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 15

16. Audience Targeting Content Targeting
Home
Inbox Profile
Company Groups
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 16

17. Establishing a framework

18. Reach and frequency
Awareness
Purchase intent and
brand preference
Engagement
Message amplification
and content sharing
Advocacy
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 18

19. Reach and frequency
Awareness
Purchase intent and
brand preference
Engagement
Message amplification
and content sharing
Advocacy
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 19

20. Reach and frequency
Awareness
Purchase intent and Run of
Demo/Geo
brand preference LinkedIn
Engagement
Message amplification
and content sharing
Advocacy
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 20

21. Reach and frequency
Awareness
Purchase intent and
brand preference
Engagement
Message amplification
and content sharing
Advocacy
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 21

22. Standard
Audiences
Connections Group
Membership
LinkedIn
Occupation Member Company
Career changes Data Company changes
Seniority Function
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 22

23. Reach and frequency
Awareness
Purchase intent and
brand preference
Engagement
Message amplification
and content sharing
Advocacy
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 23

24. Advocate audiences Function
Influencers, opinion leaders, circles of influence Specific, occupations
Groups Industry
Individual, federations Name, size
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 24

25. Reach and frequency
Run DART
Awareness of LinkedIn
Connections Group
Purchase intent and Membership
brand preference LI
Engagement Occupation Member
Data
Company
Seniority Function
Message amplification Advocate
and content sharing Audiences
Advocacy Groups Function
Industry
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved. 25

26. Members first.
©2013 LinkedIn Corporation. All Rights Reserved. 26

27. Audiences work better at scale.
©2013 LinkedIn Corporation. All Rights Reserved. 27

28. Sebastian Jespersen
#inTargeting

29. ENERGY TRANSPARENCY
A PERSONALIZED MASS COMMUNICATION CAMPAIGN
CLIENT: VESTAS
The world’s largest pure player in wind energy
BRIEF
Vestas wanted to create awareness among Fortune 500
Corporations about the economic and brand benefits
for using wind energy in creating their products and services

30. Unique Content
Vestas comissioned two studies, the Global
Consumer Wind Study in partnership with TNS
Gallup and the Corporate Renewable Energy Index
In partnership with Bloomberg New Energy Finance,
which showed that consumers want products made
with wind energy, and that corporations are eager to
source more renewable energy.

31. Targeting
Using LinkedIn targeting platform, this enabled
Vestas to reach specific individuals within selected
companies with a highly ersonalized and relevant
message.
In total 419.000 employees globally were targeted

32. Messaging
The combination of a compelling business case,
unique content and the opportunity to target a
specific audience, provided Vertic with the ability to
push engaging, customized messages and increase
relevancy.

33. Personalized
Interactive Experience
Upon click through from LinkedIn, the resulting
site experience was dynamically displayed to
provide relevance according to the user’s company,
industry, segment and role.

34. Unique Content
Data and/or content that is compelling and
sparks interest and awareness.
Targeting
An agile platform that enables user segmentation
on multiple parameters and abillity to target
effectively.
Personalization
An opportunity for a subsequently customized
message to each targeted segment.

35. Results
Vestas was able to view a direct ROI from the
campaign
in addition to generating awareness. They have also
been able to reduce time-to-market based on direct
one-to-one messages that have been delivered to the
key C-level executives within the target audiences.
Vertic and Vestas were awarded the ECHO DMA
Gold Award for the campaign in November 2012.

36. Questions?
#inTargeting

37. Thank You
Learn how other marketers successfully met their objectives:
marketing.linkedin.com/success-stories
Thank You! reach this audience:
Learn how you can
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