Discover how you can reach the audiences that matter most to your business

1. Before we get started… Questions? Send them via Q&A widget Recorded? Of course! Feedback? Survey will be available at the end of the webinar

2. Demystifying Targeting on LinkedIn Irina Skripnik Senior Product Marketing Manager, LinkedIn Cassandra Clark Marketing Manager, Demand Generation, LinkedIn

3. Today We’ll Cover… LinkedIn Targeting 101 Targeting Best Practices LinkedIn Marketing Tactics ABM on LinkedIn

4. Connect the world’s professionals to make them more productive and successful LinkedIn’s mission

5. RUSSIA 5M+ CANADA 11M+ EMEA 122M+ USA 118M+ CHINA 10M+ INDIA 31M+ SAUDI ARABIA 1M+ UAE 1M+ INDONESIA 4M+ BRAZIL 22M+ SOUTH AFRICA 4M+ AUSTRALIA 7M+

7. LinkedIn Marketing Solutions Mission Be the most effective platform for marketers to engage with professionals

8. Mindset + Context A professional audience Brand loyal professionals with more purchasing power than other social platforms In an aspirational mindset Opportunity for marketers to align their brands with member’s professional success Influenced by their professional networks Opinions from their professional peers impact personal buying decision

9. Targeting on LinkedIn 101

10. Deciphering Profile-based Targeting Geography Member entered or IP Group Membership Title Company Following Company School Field of Study Graduation Year

11. Danie Seattle, WA USA LOCATION IP SCHOOL Boston University FIELD OF STUDY Communication DEGREE Bachelor of Science 2011, 25-34 AGE GRADUATION Simply Measured, 51-200, Internet SIZE COMPANY INDUSTRY Senior Marketing Manager, Marketing, Senior IC FUNCTION JOB TITLE SENIORITY CMA, LEWIS, Social Tools GROUPS SEO, Social Media, Digital Marketing, Blogging SKILLS

12. User Entered Title (possibly many) ↓ Standardized Title ↓ ↓ Seniority Function Targeting by Function • Inferred from user entered title Levels of Seniority: Unpaid / Training / Entry IC* / Senior IC* / Manager / Director / VP / CXO / Partner / Owner *Individual contributor (IC) includes highly skilled professionals ex. Engineer, teacher, doctor, lawyer, etc

13. Seniority Targeting • Our most differentiated targeting option Influence the Influencer: Consider targeting Senior IC as part of your audience these are the Senior System Network Engineers, Senior Developers, Accountants, Lawyers, Scientists You have a much bigger audience that will test products and influence the purchase vs. person signing the contract Pro tip: Owner/Partner/CXO content should be crafted specifically for this audience

14. Company Entered Name  Company Entered Industry  Company Entered # of employees Company Size and Company Industry • Member industry is directly inferred from their current experience Sample Targeting Facets: Company Name → LinkedIn Company Industry → Internet Company Size → 5,000-10,000 Large companies may span several industries but can only choose one. Spot-check company pages to ensure you are targeting the correct industry.

15. Skills Targeting – reach experts in their field • When targeting by skills you are reaching members who: • Explicitly added their skills into the skills section • Have skills mentioned on their profile text, but not within the explicit skills section • Have inferred skills based on explicit skills and key values they entered

16. LinkedIn Member Personas

17. What are “Member Personas”? • Unique aggregations of targeting facets, which are built based on member entered data and user behavior • Action or trigger-based (e.g. Job Searchers) • Intent-based (e.g. Opinion Leaders) • Data model-based (e.g. SMB Inferred)

18. LinkedIn Member Personas EDU Education Followers, Students, Higher Ed Followers, Career Starters, Job Searchers, Unemployed Professionals, Career Changers, Bachelors but no Masters, 2-7 Years of experience, 13+ Years of Experience, Undergrad Senior, Veterans, Company Changers FINSERV Finance & Banking Followers, Mass Affluent, Active Traders, Credit Card, Finance Followers, Financial Advisor Network, Fortune 1Ks, Finance Opinion Leaders General Use Retail Followers, Entrepreneurship & Small Business Followers, SMB Inferred, Young & Upwardly Mobile, Opinion Leaders, Business Travelers, Small Business Growth, Energy Followers, CEO Network, Mobile/Device, Automotive Followers, Freelancers, Regional Outside of Home Country Connections, Canada Dual Language, Ex-Pat Segment, Newcomers to Canada TECH IT Committee, Technology Followers, CI/TO Network

19. Targeting Best Practices

20. LinkedIn Display ONSITE DISPLAY Keep your targeting broad. Targeting by industry, function, and/or seniority provides more scale A/B test your creative and optimize towards best performing option Use company follow adds to increase your follower base and spotlight ads for maximum brand impact to drive leads

21. Sponsored InMail Sponsored InMail • Plan out the timeline of your campaign if you are going after a niche audience • Consider refreshing your content if you are targeting the same target audience after 60 days • Taylor your content to your target audience by crafting genuine and interesting content • Consider influencing the influencer and include Senior IC

22. Sponsored Updates • Taylor content to your target audience • Keep targeting broad at first to understand who your audience is • Avoid hyper targeted campaigns since they tend to have lower performance and much lower scale • Set up multiple campaigns using the same creative but diversify your targeting: ex. Skills + Seniority, Groups + Function, Titles + Company Size etc.

23. A/B Test Your Audiences & Diversify Your Reach • Focus your campaign on both decision makers and influencers

24. Power of Account-Based Marketing (ABM)

25. The Buying Committee Now all possess budget, purchase authority, and influence in buying decisions Marketing Sales Finance Operations C-Suite HR

26. Align sales and marketing by seamlessly engaging influencers and decision makers across your key accountswith Account Targeting on LinkedIn

27. Match your target account list to over 8MM+ Company Pages on LinkedIn 10.7MM+ 6.8MM+ 40MM+ 60MM+ Opinion Leaders C-level execs Decision Makers Senior Level Decision Influencers Source: LinkedIn data;

28. Extending Account-based marketing seamlessly across devices with SU and Sponsored InMail

29. Align program dollars and resources against priority accounts that are determined in partnership with your sales team Use Case Why How Audience and reach Accurately target influencers across prospect organization Relevancy Tailor Sponsored Updates and Sponsored InMail campaigns to accounts that matter most Business impact Deliver relevant content that translates into meaningful results Your target audience Define your account list and streamline your focus using LinkedIn profile-based targeting like seniority and job function Your Content Create relevant and valuable content to drive impactful engagement among your key accounts Your Results Measure the effectiveness of your campaigns and optimize your content Re-engagement Re-establish a connection with your lost opportunities through valuable and relevant content Thought leadership Deepen relationships with your current customers and find a voice amongst your target accounts Business results Deliver marketing-influences leads to your sales team

30. How we leveragetargeting on LinkedIn LinkedIn Marketing Solutions

31. How we deliver relevancy to our target audience • Geo targeting • Title targeting • Company size targeting Total addressable audience Any member in the marketing, media or communication job function Segmentation within our addressable audience • Skills targeting • Company targeting • Industry targeting

32. Display Ads Targeting #LinkedInMktg

33. Leverage display channel to reach broad audiences with top funnel content and grow audience base with follow company page ads Job function = marketing, media and communication Seniority = manager+ Company size = 50+ employees

34. Sponsored Content Targeting #LinkedInMktg

35. Leverage targeting for deeper personalization in the feed #LinkedInMktg

36. Using title and skills targeting to differentiate between brand and demand generation marketer Job title = Demand Generation Manager, Digital Marketing, Acquisition Marketing, SEO Marketing, Search Engine Marketing, Marketing Automation Manager, etc Job title = Brand Manager, Brand Marketing Manager, Global Marketing Manager, Director Brand Marketing, etc

37. Content and targeting strategies must be aligned Example: Using seniority targeting to speak to topics, trends, and pain points specific to their roles. Seniority = entry, manager, senior Seniority = director, VP, CXO, Owner, Partner

38. Sponsored InMail Targeting #LinkedInMktg

39. Delivering relevant content to highly targeted audiences Job function: marketing, media & communication Industry: Computer Hardware, Computer Software, Information Technology and Services, Computer and Network Security

40. By delivering relevant content to targeted audiences, InMail drove 47% of registration

41. Using LinkedIn targeting to reach the executive audience via InMail Function: Marketing, Media & Communication Company Size: 50+ Seniority: Director, VP, CXO 55% Open Rate

42. Future Exploration • Targeting by age • Targeting by gender • Exploring relevant member personas • Account Based Marketing #LinkedInMktg

43. LinkedIn Targeting Best Practices • Find the balance between scale and relevancy • Content and Targeting strategies must be aligned • Don’t be afraid to experiment and test • Align campaign goals to channel and targeting strategy

44. Guiding Targeting Principles Influence the Influencer Not All Products are Equal A/B Test and Test Again Need brand exposure? Consider broader targeting with products that are designed for branding and advocacy Need Leads? Drive net new traffic to your site while staying focused on a more specific targeting audience Want to be granular? Consider products designed for a highly personalized outreach • Testing Targeting Facets • A/B test to see which audience is engaged • Titles vs. Function + Seniority • Group members + Seniority • Skills & Seniority • Testing Creative • Use one audiences with multiple creative assets to see what content works best • Use a Consistent Measurement • Your measurement should align with your campaign goals Define your audience Think members first. Who would find the content relevant? Establish your goals What does success mean for this campaign? Resist temptation to hyper target Hyper targeting significantly reduces your scale and ability to optimize