Running Paid Campaigns on LinkedIn? Got Marketing Automation? Tool up!

  • By Idan Carmeli
  • 22 Nov, 2016

For B2B marketers who run media campaigns on LinkedIn's professional network, getting end-to-end clarity on campaign parameters like budget, creatives and reactions in combination with funnel-driven, lead quality data, remains a challenge. That is, until Leon, our BI wizard, rolled up his sleeves.

Fact: LinkedIn is an excellent network for B2B marketers to target their audiences. Its present reach and targeting capabilities, and the promise of future advertiser goodies like off-network display and remarketing, make it the premier destination for B2B marketers looking for laser targeted media campaigns to generate & engage leads in different stages of their respective buying cycles. 

Take a look at a few key stats that illustrate LinkedIn's appeal as a demand generation destination platform for B2B marketers:

  • 25% of adult internet users use LinkedIn. (Pew Research Center, 2015) 
  • LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. (Pew Research Center, 2015) 
  • 32% of employed adults are LinkedIn users, compared with 14% of online adults who are not employed. (Pew Research Center, 2015) 
(Source: http://www.hubspot.com/marketing-statistics )
Beyond LinkedIn's 'organic' methods and tools for content distribution, the professional social network has been consistently improving its paid advertising solution and service. 

Your Marketing Automation data can greatly enhance the insights of your LinkedIn campaign reports

If you're already taking advantage of LinkedIn's advertising solution, and you're using a marketing automation platform to manage your leads, then you're probably aware of one significant challenge that may be inhibiting your ability to effectively extract insights from your media campaigns: combining LinkedIn's campaign data, i.e. spend, clicks, social engagements, budget and creatives, with lead quality data driven from your CRM or CRM-integrated marketing automation system .

The conversion tracking feature that LinkedIn released a couple of months ago definitely eased marketers' pain. And the use of UTM parameters made it possible to get at least partial campaign data into your CRM and subsequently to your program reports and analytics.

But the true gold lies within a report that takes all of the campaign data that you can download off of LinkedIn's campaign manager, and combines it with your CRM or marketing automation data.

That way, you can easily answer crucial questions like which campaigns were responsible for the most  qualified  leads, how many opportunities could be associated to a given campaign or creative and what's the developing trend for this KPI, what was the true ROI in a given time period, etc. For example, our own use case came from a need to identify a relation between LinkedIn spend and engagement, and lead quality indicators. For this, you need more than the plain LinkedIn campaign reports, and more than just new lead totals from your marketing automation system.

Introducing Converto's LiMA (LinkedIn for Marketing Automation) reporting tool

The relative position of the line (conversions) to the bars (clicks) hints at which weeks/campaigns performed better than others
Here's how it works:
  1. You let us know who you are and where to send the file
  2. We send you the Excel file, plus a detailed user guide. Following the guide's instructions, you:
  3. Upload your LinkedIn campaign data to the Excel (by now we're out of the picture so no worries about your data, yes?)
  4. Upload your Marketo data
  5. LiMA does some number crunching, chart munching and pivot table dancing, resulting in two pre-defined charts becoming populated:
  6. Chart 1: Weekly distribution, by campaign, of your LinkedIn clicks and landing page conversions (see sample data in the image above)
  7. Chart 2: Weekly distribution of LinkedIn clicks against total leads, stacked by lead statuses (see sample in the image 
Being an Excel file, LiMA is naturally customizable. For example, if your lead statuses  are different than the below, the guide will show you the easy 1-2-3 steps you'll need to take to adapt the data and chart to your own terminology.
In a healthy campaign, as weeks go by, you may want to see more bars on the left getting marked with the colors of qualified leads

The two main reasons you'll find it useful

First, once you get acquainted with it, it's a massive time saver when it comes to reporting . After you initially set it up, all you'll need to do is extract weekly dumps from your LinkedIn campaign manager and from your marketing automation or CRM system, and add them where the user guide indicates. No other data massaging or manipulation will be necessary. This is super useful for when you need to present periodic campaign progress reports to your management.

Second, with the built-in pivot charts, and the ones you'll add on your own, you'll be able to rapidly reach valuable insights about your campaign effectiveness, spending vs. results trends, ad to audience relevancy, all based on deep funnel data driven by your CRM and not just point-of-entry lead metrics .

Finally, should you hit any snags trying to get reporting done with LiMA, we're here to help. Simply write us at limasupport@converto.co.il and our experts will do their best to assist you.

OK, enough chit chat, download it already!

To receive the LiMA file and its companion user guide, look for the button on the right sidebar, click it, and fill the form. You will receive the files to your inbox within a short while.

If you've tried it already, feel free to let us know what you think, we're eager to get user feedback and improve!

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