Join Viveka von Rosen for an in-depth discussion in this video Lead Accelerator, part of LinkedIn Marketing: Advertising.
- Ah yes! Lead Accelerator. Those of us in the marketing world got pretty excited when LinkedIn announced the purchase of Bizo in 2014. Now, LinkedIn's all-inclusive marketing funnel platform has released. If you were a previous Bizo customer, have a marketing budget of $25,000 a quarter, or get 20,000 unique visitors to your website a month, you might get access to it. There are, of course, plans to roll it out to more businesses later on. Two features I like the most about Lead Accelerator is that it integrates all of your LinkedIn marketing platforms, and pulls in your web visitors, and anonymous prospects into your marketing mix with a highly targeted and retargeting ads and content.
This should result in higher conversions and that means more sales. According to LinkedIn's white paper on LinkedIn Lead Accelerator, some stats say that 95% of the buyer's journey will be over before a prospect reaches out to sales. Remember we talked about sales funnels at the beginning of this course. Businesses must keep their brands, their products, their services, content and messaging in front of their target audiences throughout the whole purchasing process.
They must capture the lead. Some other disturbing numbers: Somewhere between only 1%-5% of the people who visit your website ever leave their contact info, and less than 20% ever open your email. What Lead Accelerator does is it helps you to stay top of mind with your consumer by identifying them, qualifying them and then sending them the exact right content to convert them. This is how LinkedIn's Lead Accelerator funnel works when engaging with anonymous and known prospects.
First of all of course, it's going to identify and target your highest value audiences, both anonymous and known. People who just land on your website and you have no idea where they came from; and known, people who might be identifiable in your CRM or your customer relationship management system. Depending on where folks land on your website, and how long they stay, and what they show interest in, LinkedIn will send out a sequence, what's known as nurture stream, ads used to nurture the prospect.
Using things like display and social ads and sponsored updates and your Facebook feed. This will increase conversion rates as well. You know when you land on an optin page and you have to fill in all your information and you stop doing it about halfway through because it's just taking too long? LinkedIn has a really, really cool autofill capability that you just click a button and all of your information pops in there. It's fast and easy, which means more people are willing to do it and it provides the advertiser a lot more information.
The Lead Accelerator will continue to optimize your ads and nurture your prospect funnel through platform-integrated A/B testing. It's going to automate and create A/B testing for you. Then it's going to measure the program impact at every stage of the buying process of your prospect, and create and send you reports about that. How cool is that? In a perfect world, Lead Accelerator will be able to pull in your traffic, they put code on your website, qualify that traffic, and then send them to appropriate marketing solutions both inside LinkedIn like display ads, sponsored updates, text ads, and maybe even sponsored InMail soon, and then loop that in with your existing external email, social and advertising funnels.
If they can pull off this total integration, personally, I think this is going to be one of the most powerful advertising and marketing platforms out there. Already, companies are seeing some great results. Sprout Social has some great case studies that you can read more in-depth. You can just go to sproutsocial.com and search on how to use LinkedIn Lead Accelerator. Just for right now, some of the results are eCornell's landing page conversion rates were 2x higher than with normal marketing campaigns, and their cost per lead was 3x lower than that they'd seen through traditional targeting.
That's huge. Zuara, which is an enterprise software company, saw 182% increase in page views and a 21% lift in brand recall, brand visibility, brand identifiability. Combined, that translated into 124,863 more potential targets who became aware of their brand. Then the company, Workfront, generated more than 640 qualified leads through Lead Accelerator at a cost well below their cost per lead targets.
Those are just three examples. You can read more in marketing solutions case studies as well right on LinkedIn. LinkedIn's Lead Accelerator is available in most markets globally, and sold by LinkedIn's sales reps through an annual or quarterly prescription. You must have a minimum level of your budget be part of the 25K club, or have a recommended minimum of 20,000 monthly unique visitors to your website. Currently, it's only available in English, but they're expanding it out to other countries. There you go. These are the marketing and advertising tools that you can use, both the do-it-yourself and LinkedIn's marketing solutions.
No matter what the size and budget of your company, to create more visibility, interest, trust, and drive traffic and sales to your offer, whatever that offer might be.
- Understanding LinkedIn ad options
- Budgeting strategies for Sponsored Updates
- Targeting text ads
- Targeting new audiences
- PPC vs. PPM big strategies
- Enterprise marketing with Sponsored Groups, Sponsored InMail, and Lead Accelerator