B2B Social Media Marketing: A successful LinkedIn InMail strategy

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Information about B2B Social Media Marketing: A successful LinkedIn InMail strategy
Business & Mgmt

Published on October 30, 2013

Author: marketingsherpa

Source: slideshare.net

Description

Join Meagen Eisenberg, Vice President of Demand Generation, DocuSign, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through how DocuSign took what might have been a pretty standard email effort, and instead of using its email database, it utilized LinkedIn to send a series of sponsored InMails from its webinar speakers.

B2B Social Media Marketing DocuSign’s targeted LinkedIn InMail strategy creates 3 large pipeline opportunities

See Daniel Burstein, Director of Editorial Content, and Pamela Markey, Senior Director of Marketing, MECLABS, discuss the top takeaways from Lead Gen Summit and answers questions from the audience! Watch it now! is Access other webinars

We’re sharing on Twitter! #SherpaWebinar

Additional Resources B2B Social Media Marketing: DocuSign’s targeted LinkedIn InMail strategy creates 3 large pipeline opportunities Using LinkedIn for Lead Generation: 6 Lessons Social Spam: Why you should clean out your LinkedIn and Facebook communities B2B Lead Generation: 6 social media tactics from 7 experts Social Media Marketing: Social login or traditional website registration? #SherpaWebinar

Speakers Black & White Headshot Meagen Eisenberg Daniel Burstein Vice President of Demand Generation Director of Editorial Content MECLABS @DanielBurstein DocuSign @meisenberg #SherpaWebinar

Speaker Meagen has spent over 19 years in high-tech. In 2012, she received the SuperNova Award in Matrix Commerce. In 2011, she received the Marketing Visionary Markie award in the marketing automation field. Meagen Eisenberg She has an MBA from Yale School Of Management, and a Bachelor of Science degree in management information systems and a minor in computer science from Cal Poly – SLO. Vice President of Demand Generation DocuSign @meisenberg #SherpaWebinar

Challenge Problem Creating a marketing and sales pipeline Goal Build a community to draw new leads in and keep them engaged through the pipeline #SherpaWebinar

Results: Opens and clickthroughs Send 1 140 CT 1,700 Opens 1,100 Opens Send 2 100 CT 1,547 Opens Send 3 0 200 400 600 50 CT 800 1000 1200 Both sends had approx. 7,000 recipients #SherpaWebinar 1400 1600 1800

Results: Opens and clickthroughs Send 1 140 CT 1,700 Opens More than 350 registrants for online 1,100 community 100 Send 2 Opens CT Three 1,547 pipeline opportunities50 Send 3 Opens 0 200 400 600 CT 800 1000 1200 Both sends had approx. 7,000 recipients #SherpaWebinar 1400 1600 1800

Targeted Messaging: Redefined Profiles remain even if jobs change #SherpaWebinar Get through the noise of the inbox

InMail Drop Campaign Overview • 1 sponsored message • Every 60 days • 3 message series #SherpaWebinar

InMail Drop Campaign Overview 1 sponsored message Drive registrants to landing page Every 60 days for email capture 3and nurturing message series #SherpaWebinar

#SherpaWebinar

Targeted Audience Geographic Specific Job Company Size Area Title #SherpaWebinar

Targeted Audience U.S. Companies Over 500 Employees #SherpaWebinar VP or Director of Sales

Sponsored InMail 3 Objectives: 1. Attract 2. Engage 3. Convert #SherpaWebinar

Sponsored InMail Video clicked on more than any other call-toaction #SherpaWebinar

Sponsored InMail Video clicked on more than any other call-toaction Personal invite to roundtable #SherpaWebinar

Sponsored InMail Video clicked on more than any other call-toaction Personal invite to roundtable From a peer in the sales industry #SherpaWebinar

Sponsored InMail Ad for the upcoming roundtable event mentioned in the message Video clicked on more than any other call-toaction Personal invite to roundtable From a peer in the sales industry #SherpaWebinar

Landing Page 25% of registrants opted for social sign-in • Make registration easy • All users coming from LinkedIn • Use of modern social tools #SherpaWebinar

Top-of-Funnel Campaign “Join … as they discuss tools and techniques to make sales reps more efficient and effective.” #SherpaWebinar

Top-of-Funnel Campaign Not product-specific but business pain-point-specific “Join…as they discuss tools and techniques to make sales reps more efficient and effective.” #SherpaWebinar

Ad Appearing in InMail Created 3 pipeline opportunities Over 350 registrants for roundtables Every registrant was included in the online community #SherpaWebinar

DocuSign’s LinkedIn Presence: The brand’s group #SherpaWebinar

DocuSign’s LinkedIn Presence: Third-party groups #SherpaWebinar

DocuSign’s LinkedIn Presence: Personal InMail #SherpaWebinar

Bonus: A quick look at a Twitter promotion #SherpaWebinar

Bonus: A quick look at a Twitter promotion #SherpaWebinar

Twitter promo results 40,975 Clicks 1,989 leads generated #SherpaWebinar 2 Closed deals

Top Takeaways 1 Social channels and targeting can work for B2B marketers 2 LinkedIn Partner InMail Program is a relatively low-noise channel 3 LinkedIn is a business-peer network – continue that concept with InMail 4 Incorporate video for higher engagement #SherpaWebinar

Thank you! Meagen Eisenberg Vice President of Demand Generation DocuSign @meisenberg Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein #SherpaWebinar

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