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RE A

DME
IFYOUWA NT
TODRI VE
MOREL EADS
USING
LINKEDIN
#2
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naser
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Readmeify
ouwantt odr
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Leadgener ationisanumber sgame. We’ r
egoi ngtos howy ouhowt o I
t’sonethingtodrivemor eleadsusi
ng
Butit’sagamey oucan’ twinifyout hink gener atemor eleadst hathav egr eater LinkedI
n;it
’sanot
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i
tonl yinvolvesonet ypeofnumber . val
uet oyourbus ines s,thatclos efas t
er valuetoyourbusi
nes sthroughthe
Cont rarytos omemi sconcept i
ons ,the andt hatgener atet her evenuet hat l
eadsy ougenerate.We’ l
lshowy ou
objectiveofl eadgener at
ionisnotj us t j
ustif
iesy ourmar ket i
ngi nvestment .We howt odobot h.
togener atemor eleads ;it
’stogener at
e wil
l s
howy ouhowt odos omor e
mor eoft her i
ghtleads .Ifyouwantt o eff
ici
ent ly
,atal owercos tperl ead
beabet terleadgener ati
onmar keter, (CPL) .Andwe’ ll
s howy ouhowt oal ign
that’
swhaty ous houldbeai mi ngfor– yourleadgener ati
onmar ket
ingwi t
ht he
andt hat’swhatt hisbookwi l
l helpy ou sal
est eam that'
sgoi ngt oclos et hose
toachi eve. l
eadsf oryou.

Let
’sst
artwi
thy
ourl
eadgener
ati
onobj
ect
ives
Tak
eal ookaty oursal
esteam.Ev en I
ft here’ss lacki ny oursal esteam’s
bet
ter,takey oursal
esteam outfor schedul es ,ifthey ’
res truggl i
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fee,s chedulesomet i
mewi t
ht hem, tracti
oni nt hemar ket,theny ouneedto
andli
s t
ent owhat ’
sontheirminds . wor koni ncr easingt hev olumeandf l
ow
ofleads .Howev er,ify oursal esrepsare
Aret heycr yi
ngoutf orl eadstowor k rushedof fthei rfeetandwadi ng
with?St rugglingt obui ldoutthesal es throughl eadst hatar egoi ngnowher e
pipeli
ne?Fi ndi ngi thardt oconnect fast,theni t’stimet ofocusmor eonlead
withr el
evantpr ospect s?Ori stheir quality.I
fther ear ehol d-upsl owerdown
system s wampedwi ths o-
soleadst hat thef unnel andt her ateatwhi chl
eads
theyar es t
ruggl ingtowadet hrough? conv erttor ev enuei sdr agging,then
Aret heyfrus t
rat edathowl ongi t
’s thiscoul ds hapey ourleadgener ati
on
taki
ngt ocl osedeal s?Thebes t pr i
orit
iesaswel l
.
pos si
bles t
ar t
ingpoi ntforbetterl
ead
gener at
ioni sunder standingthe
bus i
nes sneedt haty ou’retry
ingto
addres sbygener ati
ngt hoseleads .
Chooset
hemet
ri
csy
ou’
llus
etoj
udgesuccess
Dif
fer
entbusinessneedst ranslateint
o
dif
fer
entl
eadgener ati
onmet rics.
Dif
fer
entcompani esoftenus es l
i
ght l
y
dif
fer
entter
msf orthese,butwheni t
comesdownt oit
,therearefourt ypes
ofmetri
cstobeari nmindwheni t
comestomeas ur
ingthes ucces sof
yourl
eadgener at
ion:

•Mark eti
ngQual i
f
iedLeads( MQLs ) •SalesAccept edLeads( SALs )ex tend •Conver
sionsl
ookf ur
therst
il
l,t
otr
ack
meas urethev ol
umeofl eadsyou’r
e yourv i
ewf urtherdownt hefunnel t
o thenumberofleadsthatres
ulti
n
generatingandcanbeagood,ear ly showhowmanyoppor t
unit
iesy ouar e clos
eddeals.
i
ndicatorofqualit
y–pr ov i
dedyouand creati
ngf orsales .Somecompani es
sal
eshav eameani ngf
ul appr
oachto prefertotalkaboutSal esAccept ed •ROImeas uresaddacr uci
alf
inal
scori
ngl eads.Theymightbecal l
ed Oppor tunit
iesins tead-butt heconcept elementtothepuzzl
e:givi
ngas ens
eof
Market i
ngAccept edLeads-orj us
t i
st hesame:al eadwi t
hchar acteristi
cs theamountofrevenuefrom t
hedeals
l
eads . andbehav i
our sthatmak eitar elevant thatyourl
eadshavehelpedmak e
oppor t
unityforsal es,wit
hthepot ential happen.
toturnintoadeal .

Ont heba si
soft hes emet ri
cs, youcanMQLsa ndSALsa reimportantfor
thenca lcul
a t
ey ourcos tperlead( CPL),
demons tr
a t
ingthecont ri
butiontha t
costpers al
esa ccept edoppor t
unity
,or
ma rketi
ngi sma kinginreal-t
ime, and
costperconv ersion.Youca na l
s o thi
si spa r
ticular
lyimportantwithal ong
attr
ibutetheev ent ualrevenuet hatyour
salescy cl
e, whencompl exdea l
scoul d
businessr eceivest othedi f
ferent takemont hsory earstoclos e.Howev er,
ma rketi
ngt ouchpoi nt
st hatcont ri
but
edthesenumber sbythems elvesma ynot
togener ati
ngal ead. doj usti
cet ot hecontri
butionyoua r
e
ma king.Rev iewROI fi
guresona
Asama rk
eter
, y
oua remos tl
ikelyunder regularba sis(monthly,quarter
lyor
pressuret ogenerateagi v
env ol
umeof ann uall
y dep endi
n gon your sal
es
l
ea ds.Howev er,yourulti
matev al
ueto cyc l
e )
,tod em onstr
a t
e how the quali
ty
thebus i
nes swil
l dependont hequa l
it
y of yourlead s i
sd r
ivi
ng val
u eforyo ur
ofleadsa swel l
.Youca nma key ourl
ie bus
f i
nes s.
easierbys ett
ingtargetsandfocus i
ng
onmet r
icsthatrefl
ectbothofthes e
pri
orit
ies.

T
argett
her
ightpr
ospect
s
Leadgener at
ioncampai gnswi llal
way s
bemos teff
ici
entwhent heyr ef
lectwhat
youal readyk nowabouty ourli
kely
buy ers–a ndwhatt hos elikel
ybuy ers
alreadyk nowabouty ourbus i
ness.
Wheny out ai
loryourt ar
getingtowher e
pros pectsar eintheirdeci si
onjourney,
youwi l
lusey ourmar k et
ingbudgetas
effi
cientlyaspos sibl
e–andmak es ure
thaty oudon’ tmissoutont he
highes t-
valueleadst haty oucanpas sto
sales .
T
arget
ingpr
ospect
swi
thanact
ivei
nter
est
Startwiththeeasywi ns:buyerswho Targetpr ospect sli
ket hist hrought he Addingt
heLinkedI
nInsi
ghtT
agt
o
youk nowhav eaninterestinwhatyou webs it
er etargetingf eatur ei nLinkedIn yourwebsi
te
havet ooff
er,andwhohav es i
gnal
ed Mat chedAudi ences .Youacces sthis
thattheyareparti
cul
ar l
yinter
estedri
ght throught heCampai gnManager TheLi nkedInInsi
ghtTagisali
ghtweight
now.Thedemandal readyex i
sts i
nt erf
acewher ey our uny ourLi nkedIn JavaScripttagthatpowersconvers
ion
amongs ttheseprospects–andy ou campai gns.Oncey ou’ veaddedt he track
ing,retar
geting,andwebanalyti
cs
needt oactquickl
yandef f
ici
entl
yto LinkedInIns i
ghtT agt oy ours i
te(very forLinkedInadcampai gns.T
oaddi tto
convertthatdemandi ntoleads. eas ytodo) ,youcandef i
neaudi ence yourwebs i
te:
groupsbas edont hes peci ficpagesof
yourwebs i
tet hatthey ’
vev i
s i
ted.You 1.Si
gni
ntoCampai
gnManager
canal sogetmor edet ail ont hek i
ndsof
professionalst hesev isitorsar ethrough 2.Cli
ckony
ouraccountnameor"
New
Webs i
teDemogr aphi cs.Thi sis Account
"
LinkedIn’sfreer eportingt ool,which
us esanony mi sedpr of i
ledat atohel p 3.Cli
ckWebsi
teDemographi
csand
youunder standt het ypesofpr ospects cl
ick"Set
upI
nsi
ghtTag"
youar eengagi ng.Addi ngt heInsi
ght
Tagt oy ours i
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esy ouacces sto 4.Foll
owthei
nst
ruct
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oaddt
het
ag
Webs i
teDemogr aphi csaswel l. toyoursi
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T
arget
ingt
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ospect
swhoal
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ou
Peopl ewhohav eanex i
s t
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relati
ons hipwi thy ourbus ines scanbe
theeas i
es tofeas ywi nsfory ourlead
gener ation.Theyk nowaboutwhaty ou
hav et oof fer,theyk nowaboutt he
exper ienceofwor k i
ngwi t
hy ou,and
theyar epr imedt opayat t
ent i
onwhen
your eachoutt ot hem wi t
hr elevant
cont entandadv ertisi
ng.Thr ough
LinkedI nMat chedAudi ences ,youcan
secur elyupl oadl istsofrelevantemai l
addr es s esf rom y ourdat abas ef or
target ingonLi nk edIn:subs criberst o
yournews letterorbl ogwhoar efami l
iar
withy ourt hought -leadership,ex isti
ng
cus tomer swhomi ghtbei nteres t
edi na
newpr oduct ,orl eadst hathav es hown
ani nter es tint hepas tbutnev erqui t
e
madei tt hrought oconv er
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on.

T
arget
ingpr
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it
yaccount
s
Nextuparethebuy er
sandinfl
uencers Thi
si swher ey oucangener at
er elevant
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atbusines
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icientl
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rel
evantneedforyoursol
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maynotbes howinganactiveint
eres
t Account -BasedMar ket
ing(ABM)
i
ny ourbusi
nessyet–buttheycertai
nly str
ategy.Us eMat chedAudi encest o
shouldbe. uploadal istofupt o300, 000company
namesast argetaccount sforyourl ead
generati
onmar ket
ing.

Fi
l
li
ngt
hef
unnelf
rom t
het
op–gener
ati
ngdemandandl
eadsatscal
e
Oncey ou’ v
et ak encar eoft he As ens i
bleappr oachtot arget
ingus i
ng
l
ow- hangi ngf r
uit,you’llneedt oexpand Li
nk edInpr ofil
edat acanputy ourl ead
thes copeofy ourl eadgener ationt othe gener ati
oncampai gni
nf rontoflar ge
pros pectsy oudon' tknowabouty et– number sofpeopl ewit
hapot ential
andt hepr os pect swhodon’ tyetk now i
nteres tinbuy ingfrom you.Wi tht he
enoughabouty ou.Ifyourpr i
mar y ri
ghtcr eativeappr oach,ther i
ghtl ead
objectiveinl eadgener ati
oni s gener ati
ngex peri
enceandt heright
i
ncreas ingt hev olumeofl eadst hen bi
ddi ngs trategy,youcant henturnt hi
s
you’llneedawayt oreachr elevant potent i
alinterestintol
eads .
buyer sats calewi t
houtwas tingbudget
andwi t
houtdi lutingleadqual it
y.Inot her Thek eyt os ucces sistoav oi
d
wor ds,y ouneedLi nkedI npr ofi
ledat a. hyper-targeting.Remember–y ouar e
tar
getingal argegr oupofpot enti
al
buyerst haty oudon’ tyethav edet ail
ed
i
nformat ionabout .Don’ tgetdr awni nto
makinggues sesandt i
ghtlydefini
nga
specifi
caudi enceonahunch.I fyoudo,
you’
llbeex cludingpeopl ewhocoul d
j
ustaseas i
lyhav econv ertedintoleads;
youmi ghthav etobi dhighert os ecure
yours peci f
i
ct argetaudi ence;andy ou’
ll
mos tli
k elyi
ncr easey ourcos tperl ead
(CPL) .
Her
e’showtolever
ageLi
nkedI
npr
ofi
ledat
a
mostef
fect
ivel
ywhengener
ati
ngl
eads:
•Choos eaf ewpar t
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arl
yrel
evantbutbr oadtargetingpar ameter
s.I
ndustryand
j
obf uncti
onorj obfunct
ionands eni
ori
tyar everypower fulcombinati
onsforlead
generati
onmar keti
ng.Theyensurerel
evancewhi l
eal sodeliver
ingscal
e.Avoid
tar
getingbyj obti
tl
eunlessyouhav eav erygoodr eas onfordoingso–i t’
sfartoo
easytoex cl
udepeopl ewhohav eadiff
er entt
itl
etot heoney oumightexpect.

•Us elook-ali
kemodel
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pandyouraudi
encebygi
vingLi nkedInalgori
thmsthe
taskoffindingsi
mil
arpeopl
etothos
eyou’vedef
inedwi
thy ourtargeti
ng.Justcl
ick
the‘AudienceExpansi
on’boxi
nCampaignManagerands eethes izeofyour
audienceincrease.

•Setupdi ff
erentcampaignswithdiff
erentapproachestotarget
ingyourl
ikel
y
buyers.Thi
sav oi
dsloadingtoomanyt arget
ingparametersontoas i
nglecampaign
andendi ngupwi t
htoonar r
owanaudi ence.Youcant hentrackhowef f
ecti
vethe
dif
fer
entapproachesar eatgenerat
ingleads,ands wit
chmor ebudgettowardsthe
campaignsdel i
ver
ingthelowestCPL.

Wheny ou’r
ebr oadeni ngt her eachof
yourcampai gnsandl ook i
ngt o
gener ateleadsats cal e,youar emor e
l
ikelytobet argetingaudi enceswho
don’ty etknowabouty ourbus inessand
whaty ouhav etoof fer.Dependi ngon
yourex ist
inglev elsofawar enes s,you
mayneedt ogener atedemand–not
j
us tleads.Beart hisi nmi ndwhen
you’redev elopingy ourcr eative,and
don’tas sumeal ev el offami l
iari
tywi t
h
yourbus i
nes sthatmi ghtnotex ist.

Youshoul dalsocons idersuppor ti


ng
yourl
eadgener ati
onact i
vit
ywi th
demandgener ati
oncampai gnst ar
get
ed
atasimilaraudience,butwhi chdon' t
requi
rethem t osharedet ai
lsbef or
e
engaging.Whendemandgener ati
on
campaignsl eadpr ospectstoy our
websit
e,y oucanus eWebs it
e
Retar
get i
ngonLi nk edIntofoll
owup
withl
eadgener at
ionact i
vit
y.
Makey
ourt
arget
ingcountwi
thLi
nkedI
nLeadGenFor
ms
Togener ateal ead,y ouneedt o Foral loft hes ereas ons ,LinkedInLead LinkedInLeadGenFor mscanbe
pers uadear elevantpr ospectt os har e GenFor msar eav it
alpar tofanyl ead combi nedwiththemos ti
mpactful
theircont actdet ail
swi thyou.Let ’
sf ace gener ationcampai gnonLi nkedIn. formatsfordeli
veri
ngleadgenerati
on
i
t,nobodyl ikesf i
ll
ingi ndat acapt ure Thes ear es horter,smar terdatacapt ure contentandmes sagi
ngonLinkedIn:
forms–andbus ydeci si
on-mak erswho formst hatar eopt imisedf ormobi le, Spons oredCont entandSponsored
arelikelytobey ourmos tv aluable wher e57% ofengagementonLi nkedIn I
nMai l
.
sour ceofl eadscer tainlydon’ t.The happens .Theypul li
nr elevantdet ai
ls
mor ef r
icti
ony oucanr emov ef rom the from anaudi encemember ’
sLinkedIn
proces sofs hari
ngdet ai
ls,themor e pr ofi
l
e,whi chmeanst hatt heycan
l
eadsy ouar el ik
elyt ogener ateandt he shar econt actdet ail
sinj ustaf ewcl i
cks
l
owert hecos toft hos eleadswi l
lbe. –pai nles s,ev enonas mar tphone.Asa
You’llalsogener atehi gherqual it
yleads res ul
t,theyar epr ovent odr amaticall
y
onav er
age,s i
ncemor er el
ev ant i
ncr easet henumberofl eadsthata
pros pectsmak ei tthrought hel ead campai gngener ates,ands endCPL
gener ati
onpr oces s. plummet ingi nthepr oces s.

Chooset
hef
ormat
sfort
hepr
ospect
syouar
etar
get
ing
LinkedInof fersawi der angeof
touchpoint st hatyouca nus et odr i
ve
l
ea ds–f rom or gani
ca ctivit
yt ha twill
helpinteres tedpr ospect sfindy oua nd
yourbus ines s ,t
opa i
doppor tuni t
iesthat
willputther i
ghtmes sagesi nf rontof
ther i
ghtpr os pects.Her e’saf ullli
stof
thediffer
entt ouchpointst ha ty ouca n
l
ev eragef orlea dgenera tion.
I
nboundtouchpoi
nts–opti
misethesetomakesureyou’
re
t
urni
ngexist
ingengagementandinter
esti
ntol
eads:

LinkedI nCompanyPages LinkedInShowcasePages Publ i


shi ngonLi nkedI n
ALi nkedInCompanyPagei sy our Showcas ePagesar eex t
ens ionsofy our Res ear chf rom Li nk edInandEdel man
brand’shomeonLi nkedIn.Itcanbe CompanyPage,des i
gnedf or showst hatt houghtl eader shi pcont ent
usedt os harecompanynews ,i
ndus t
ry spotli
ghti
ngabr and,bus ines sunit,or hasapi votal rolet opl ayi ngener ati
ng
arti
cles,andt houghtleader shippieces i
niti
ati
ve.Creat
eapagef oras pectsof l
eads .Near lyhal fofal lbus iness
toattractfoll
owers.Whenpeopl e yourbus i
nessthatneedt heirown decis i
on- mak erssai dt hatr eadi nga
choos etof ol
lowy ourCompanyPage, disti
nctmessages ,orwhi chr elateto company ’sthoughtl eader shiphadl ed
they’resignal
ingpot ent
ialinterestin disti
nctaudi
ences egment s.Thi swil
l directlyt odoi ngbus ines swi tht hat
yourbus iness. generateamor etar getedgr oupof company .Wheny oupubl i
shpos t
son
f
ollowersasanaudi encef orlead LinkedI ni t
’st hiss eni oraudi encet hat
generati
on. youar er eachi ng:45% oft hos er eading
LinkedI npos tsar eint heupperr ank sof
theircompani es ,includi ngVPsand
CEOs .Suppor ty ourex ecutivesi n
publ i
s hingr elev antt hought -leader ship
cont entt hatex pres sesy ourbr and’ s
exper tiseandget sy ourk eymes sages
outt her e.Trys haringl es sonsl ear ned,
orcr owds our cingcont entbyans wer i
ng
yourcus t
omer s ’andpr os pect s’bur ni
ng
ques tions .
Out
boundt
ouchpoi
nts–accel
erat
ey ourl
eadgener
ati
on
byl
ever
agi
ngbudgettor
eachtherightpr
ospect
satscal
e:

Sponsor edCont entdeliversyour Usi


ngSponsor
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brandmes sagi
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tat
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i
nf ormed.Youcans ponsoranupdat e
thaty oupostedtoy ourcompanypage, •Ifyou’
retar
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ingaspeci
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ofy ourtar
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•Keeptheheadl
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Sponsor edI nMai ldeliverspri
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We'r
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Speakt
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