SlideShare a Scribd company logo

LinkedIn Ads: The Silver Bullet for B2B Lead Gen - AJ Wilcox (MnSummit 2019)

•Download as PPTX, PDF•
•
MnSearch, The Minnesota Search Engine Marketing Association
MnSearch, The Minnesota Search Engine Marketing Association

LinkedIn Ads features, hands-down, the best B2B targeting on the planet. It’s also unapologetically expensive, meaning that any mistake becomes an expensive one. Join AJ Wilcox, LinkedIn Ads expert and founder of B2Linked.com, as he walks you through advanced strategies that you can use today to get the most out of your LinkedIn Ads campaigns. We’ll focus on achieving scale and performance while minimizing costs. Using these strategies, you’ll become the marketer whom the sales team worships!

Related slideshows

ROne
ROneROne
ROne
 
Get Addicted to Data: Start Creating Higher Value Customers
Get Addicted to Data: Start Creating Higher Value CustomersGet Addicted to Data: Start Creating Higher Value Customers
Get Addicted to Data: Start Creating Higher Value Customers
 
Agility Era Portfolio
Agility Era PortfolioAgility Era Portfolio
Agility Era Portfolio
 
1 of 22
@wilcoxaj#LakantoMarketingSummit LINKEDIN ADS The Silver Bullet for B2B Leadgen @wilcoxaj #MNSearch
@wilcoxaj CHANNEL WOES USING SEARCH BUT MAXED OUT SEARCH VOLUME? USING FACEBOOK ADS FOR B2B BUT HIT THE LIMITS OF SCALE AND THE SALES TEAM COMPLAINS ABOUT LEAD QUALITY? LINKEDIN ADS IS PROBABLY YOUR ANSWER #MNSearch
@wilcoxaj LINKEDIN ADS PROS B E S T B U S I N E S S T A R G E T I N G ( A T S C A L E ) U P - T O - D A T E D A T A B U S I N E S S M E N T A L I T Y L A R G E R D E A L S I Z E S #MNSearch
@wilcoxaj LINKEDIN ADS CHALLENGES $ 6 − $ 9 C L I C K S N O D E V I C E - L E V E L B I D D I N G N O D A Y - P A R T I N G N O V I S I B L E R E L E V A N C Y S C O R E #MNSearch
@wilcoxaj i.e. You’re a SaaS software company that sells HR software for $1k/mo and your customers subscribe for at least 15 months on average. WHO’S A FIT HIGH-VALUE B2B LEADGEN WHITE-COLLAR RECRUITING HIGHER EDUCATION RECRUITING i.e. You’re a fast-growing company who is looking for new white-collar employees, so you’re targeting potential employees who have the skills you’re looking for with ads. i.e. You’re an MBA or PhD program recruiting new graduate students to your program. #MNSearch
@wilcoxaj BRING YOUR “AMO” 3 ELEMENTS NEEDED FOR SUCCESSFUL SOCIAL CAMPAIGN A U D I E N C E M E S S A G E O F F E R #MNSearch
@wilcoxaj LINKEDIN TARGETING P R O F I L E C O M P L E T E N E S S D E P E N D E N T Job Title (Project Manager) Job Function (Marketing) Seniority (Manager) Skills (Nunchuck, MySQL) Group (Project Management R Us) PROFESSIONAL Category/Industry (Hi-tech, Consumer Goods) Company Size (51 - 2000) Company Name (Microsoft) COMPANY School Name (Stanford) Degree/Field of Study EDUCATION Gender (M/F/Both) Age (55+) Geography (San Francisco Bay Area) DEMOGRAPHICS COMBINATIONS & EXCLUSIONS #MNSearch
@wilcoxaj TARGETING APPROACH T A R G E T I N G T H E P R O F E S S I O N A L ACCURACY VOLUME EXPENSE JOB TITLE JOB FUNCTION & SENIORITY SKILLS & SENIORITY GROUPS & SENIORITY VERY PRECISE LOW $$$ VERY BROAD HIGH $ BROAD HIGH $$ VERY PRECISE LOW $$ #MNSearch
@wilcoxaj AD UNITS – SPONSORED CONTENT 1200x627px IM AGE N E W S F E E D .4% CT R IS GOOD 128 CH AR INT RO, 55 CH AR T IT LE 80%+ M OBILE USERS BEST FOR GAT ED CONT ENT #MNSearch
@wilcoxaj LOW VOL, GOOD AT BOT TOM -OF-FUNNEL AD UNITS – TEXT ADS 50X50PX IM AGE R I G H T R A I L .03% CT R IS GOOD 25 CH AR HE ADL IN E , 75 CH AR AD LI N E DESKTOP ONLY #MNSearch
@wilcoxaj AD UNITS – SPONSORED INMAIL PAY PER SEND (~$0.35 -$0. 85 ) 45 DAY FREQUEN CY CAP SEND FROM EM PLOY EE PERSON AL PROFILE ~50% OPEN RAT ES GOOD FOR FOM O & EGO -ST ROKING #MNSearch
@wilcoxaj HIGH CPCS AD UNITS – DYNAMIC ADS 100X100PX IM AGE R I G H T R A I L FOLLOW ER & SPOT LIGHT ADS 25 CH ARS M AX DESKTOP ONLY #MNSearch
@wilcoxaj AD UNITS – LEAD GEN FORM ADS PROSAVAIL A B LE ON SPONSORE D CONT ENT AN D SPONSORE D INM AI L BY PASS LAN D I NG PAGE FOR HIGHER CONVERSIO N RAT ES INT EGR AT IO N S  ELOQU A, M ARKETO, LIVER AM P, SAL E SFO R C E  OT HER PLAT FO RM S T HROUGH ZAPI E R 10-50% HIGHER CONVERSION RATES CONS DIFFICULT TO WORK WITH POOR TRACKING NO RETARGETING QUESTIONABLE LEAD QUALITY #MNSearch
@wilcoxaj LINKEDIN VIDEO ADS $.06-.14 PER 2 -SECON D VIEW PLAY M UT ED (SUBT IT LES IM PORTANT ) NO RETARG ET I NG #MNSearch
@wilcoxaj AD UNITS – CAROUSEL ADS 1080x1080px IM AGES N E W S F E E D HE AD LI N E S: 45 CH ARS LP / 30 CH AR S LGF 150 CH AR INT RO 80%+ M OBILE USERS INT EGR AT ES W IT H LEAD GEN FORM S #MNSearch
@wilcoxaj WHAT OFFER SHOULD I USE? LOW FRICTION HIGH FRICTION SWEET SPOT! Blog Post/ Infographic Guide/ Whitepaper eBook Webinar Trial/ Demo #MNSearch
@wilcoxaj RETARGETING DREAM TEAM • 90-day Cookie Duration • Cookie-only, no event or user ID • Still pricey ($4ish per click) • 300 minimum audience size • Users don’t hang out LINKEDIN RETARGETING IS WEAK • FB Custom Audiences • Google Ads Remarketing • Mimic Same Logic RETARGET ALL LI TRAFFIC TO: #MNSearch
@wilcoxaj#HeroConf BIDDING FOR PERFORMANCE Set budgets HIGH Set bids LOW and ARMOR UP! Hitting budget = Inefficiency @wilcoxaj#MNSearch
@wilcoxaj#HeroConf ADVANCED SC BIDDING USE THIS TO BEAT LINKEDIN’S AUTOBIDDING IN EVERY CASE @wilcoxaj#MNSearch
@wilcoxaj#HeroConf ADVANCED ACCOUNT-BASED MARKETING SALES DREAM ACCOUNTS EXCLUDE COMPETITORS EXCLUDE CUSTOMERS PRODUCT UPDATES TO CURRENT CUSTOMERS FUNNEL ACCELERATION @wilcoxaj#MNSearch
@wilcoxaj B2Linked.com/checklist Ever ything you need in order to get star ted adver tising on LinkedIn Free Checklist! #MNSearch
@wilcoxaj AJ@B2Linked.com @WilcoxAJ w ww.B2Linked.com QUESTION AND ANSWER #MNSearch

More Related Content

LinkedIn Ads: The Silver Bullet for B2B Lead Gen - AJ Wilcox (MnSummit 2019)

  • 1. @wilcoxaj#LakantoMarketingSummit LINKEDIN ADS The Silver Bullet for B2B Leadgen @wilcoxaj #MNSearch
  • 2. @wilcoxaj CHANNEL WOES USING SEARCH BUT MAXED OUT SEARCH VOLUME? USING FACEBOOK ADS FOR B2B BUT HIT THE LIMITS OF SCALE AND THE SALES TEAM COMPLAINS ABOUT LEAD QUALITY? LINKEDIN ADS IS PROBABLY YOUR ANSWER #MNSearch
  • 3. @wilcoxaj LINKEDIN ADS PROS B E S T B U S I N E S S T A R G E T I N G ( A T S C A L E ) U P - T O - D A T E D A T A B U S I N E S S M E N T A L I T Y L A R G E R D E A L S I Z E S #MNSearch
  • 4. @wilcoxaj LINKEDIN ADS CHALLENGES $ 6 − $ 9 C L I C K S N O D E V I C E - L E V E L B I D D I N G N O D A Y - P A R T I N G N O V I S I B L E R E L E V A N C Y S C O R E #MNSearch
  • 5. @wilcoxaj i.e. You’re a SaaS software company that sells HR software for $1k/mo and your customers subscribe for at least 15 months on average. WHO’S A FIT HIGH-VALUE B2B LEADGEN WHITE-COLLAR RECRUITING HIGHER EDUCATION RECRUITING i.e. You’re a fast-growing company who is looking for new white-collar employees, so you’re targeting potential employees who have the skills you’re looking for with ads. i.e. You’re an MBA or PhD program recruiting new graduate students to your program. #MNSearch
  • 6. @wilcoxaj BRING YOUR “AMO” 3 ELEMENTS NEEDED FOR SUCCESSFUL SOCIAL CAMPAIGN A U D I E N C E M E S S A G E O F F E R #MNSearch
  • 7. @wilcoxaj LINKEDIN TARGETING P R O F I L E C O M P L E T E N E S S D E P E N D E N T Job Title (Project Manager) Job Function (Marketing) Seniority (Manager) Skills (Nunchuck, MySQL) Group (Project Management R Us) PROFESSIONAL Category/Industry (Hi-tech, Consumer Goods) Company Size (51 - 2000) Company Name (Microsoft) COMPANY School Name (Stanford) Degree/Field of Study EDUCATION Gender (M/F/Both) Age (55+) Geography (San Francisco Bay Area) DEMOGRAPHICS COMBINATIONS & EXCLUSIONS #MNSearch
  • 8. @wilcoxaj TARGETING APPROACH T A R G E T I N G T H E P R O F E S S I O N A L ACCURACY VOLUME EXPENSE JOB TITLE JOB FUNCTION & SENIORITY SKILLS & SENIORITY GROUPS & SENIORITY VERY PRECISE LOW $$$ VERY BROAD HIGH $ BROAD HIGH $$ VERY PRECISE LOW $$ #MNSearch
  • 9. @wilcoxaj AD UNITS – SPONSORED CONTENT 1200x627px IM AGE N E W S F E E D .4% CT R IS GOOD 128 CH AR INT RO, 55 CH AR T IT LE 80%+ M OBILE USERS BEST FOR GAT ED CONT ENT #MNSearch
  • 10. @wilcoxaj LOW VOL, GOOD AT BOT TOM -OF-FUNNEL AD UNITS – TEXT ADS 50X50PX IM AGE R I G H T R A I L .03% CT R IS GOOD 25 CH AR HE ADL IN E , 75 CH AR AD LI N E DESKTOP ONLY #MNSearch
  • 11. @wilcoxaj AD UNITS – SPONSORED INMAIL PAY PER SEND (~$0.35 -$0. 85 ) 45 DAY FREQUEN CY CAP SEND FROM EM PLOY EE PERSON AL PROFILE ~50% OPEN RAT ES GOOD FOR FOM O & EGO -ST ROKING #MNSearch
  • 12. @wilcoxaj HIGH CPCS AD UNITS – DYNAMIC ADS 100X100PX IM AGE R I G H T R A I L FOLLOW ER & SPOT LIGHT ADS 25 CH ARS M AX DESKTOP ONLY #MNSearch
  • 13. @wilcoxaj AD UNITS – LEAD GEN FORM ADS PROSAVAIL A B LE ON SPONSORE D CONT ENT AN D SPONSORE D INM AI L BY PASS LAN D I NG PAGE FOR HIGHER CONVERSIO N RAT ES INT EGR AT IO N S  ELOQU A, M ARKETO, LIVER AM P, SAL E SFO R C E  OT HER PLAT FO RM S T HROUGH ZAPI E R 10-50% HIGHER CONVERSION RATES CONS DIFFICULT TO WORK WITH POOR TRACKING NO RETARGETING QUESTIONABLE LEAD QUALITY #MNSearch
  • 14. @wilcoxaj LINKEDIN VIDEO ADS $.06-.14 PER 2 -SECON D VIEW PLAY M UT ED (SUBT IT LES IM PORTANT ) NO RETARG ET I NG #MNSearch
  • 15. @wilcoxaj AD UNITS – CAROUSEL ADS 1080x1080px IM AGES N E W S F E E D HE AD LI N E S: 45 CH ARS LP / 30 CH AR S LGF 150 CH AR INT RO 80%+ M OBILE USERS INT EGR AT ES W IT H LEAD GEN FORM S #MNSearch
  • 16. @wilcoxaj WHAT OFFER SHOULD I USE? LOW FRICTION HIGH FRICTION SWEET SPOT! Blog Post/ Infographic Guide/ Whitepaper eBook Webinar Trial/ Demo #MNSearch
  • 17. @wilcoxaj RETARGETING DREAM TEAM • 90-day Cookie Duration • Cookie-only, no event or user ID • Still pricey ($4ish per click) • 300 minimum audience size • Users don’t hang out LINKEDIN RETARGETING IS WEAK • FB Custom Audiences • Google Ads Remarketing • Mimic Same Logic RETARGET ALL LI TRAFFIC TO: #MNSearch
  • 18. @wilcoxaj#HeroConf BIDDING FOR PERFORMANCE Set budgets HIGH Set bids LOW and ARMOR UP! Hitting budget = Inefficiency @wilcoxaj#MNSearch
  • 19. @wilcoxaj#HeroConf ADVANCED SC BIDDING USE THIS TO BEAT LINKEDIN’S AUTOBIDDING IN EVERY CASE @wilcoxaj#MNSearch
  • 20. @wilcoxaj#HeroConf ADVANCED ACCOUNT-BASED MARKETING SALES DREAM ACCOUNTS EXCLUDE COMPETITORS EXCLUDE CUSTOMERS PRODUCT UPDATES TO CURRENT CUSTOMERS FUNNEL ACCELERATION @wilcoxaj#MNSearch
  • 21. @wilcoxaj B2Linked.com/checklist Ever ything you need in order to get star ted adver tising on LinkedIn Free Checklist! #MNSearch
  • 22. @wilcoxaj AJ@B2Linked.com @WilcoxAJ w ww.B2Linked.com QUESTION AND ANSWER #MNSearch