006: Targeting with LinkedIn Paid Ads - Deep Dive with Kallie Bonnell

Outcome Studio Podcast - Marketing & B2B Technology Talk

Content provided by Aaron Abodeely. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Aaron Abodeely or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

6+ y ago 56:13

MP3•Episode home

Show highlights:

02:45 - Kallie's backstory with degree in marketing, consulting for small business, working at agency, and working at a global enterprise organization

07:00 - What did she learn from working at each: consultant for SMB, agency world variety, or global enterprise organization, what are the differences and what did Kallie prefer? Different types of accounts and different size budgets and resources

10:45 - What is global commercial marketing in her experience? Planning, execution, and measurement of digital. Compared to Product Marketing and Field Marketing with Sales Team

15:00 - How is LinkedIn used in various global digital marketing campaigns? How does a company approach and execute this in B2B? Developed markets versus emerging markets and segmentation as a practical approach

18:30 - Starting out with LinkedIn campaigns; A walk through: (1) get LinkedIn Ads Campaign Manager (2) in LinkedIn back-end, targeting by geo, job title, skills, by company, etc. (3) transcribe them to spreadsheet so that your industry experts/ biz unit can highlight persona and audience if you don't know (4) what are you promoting (5) considering passive audience on LinkedIn, what do touches look like? Follow-up/ nurture processes

26:45 - Insight Tag for retargeting; should we care about retargeting as businesses marketing B2B on LinkedIn? Attribution of campaign influence back to LinkedIn (First Touch, Last Touch, and Multi-touch for track-ability)

30:50 - Best practices in campaign attribution, multi-touch for understanding the whole buyers journey; considering demand generation (leads and revenue to prove ROI for marketing effort) first touch can help assign credit to Close/Won in Salesforce

35:30 - How to A/B test offer and creative because it matters; we are over served content and A/B testing is a way through being empathetic to what audience wants, data represents the human experience on the LinkedIn platform

42:00 - LinkedIn Video Ads, telling a story on a non-video platform, considering it's new as of 2018 (reference article that people watch silent video on social media)

47:00 - Key performance indicators as global digital marketing, and on LinkedIn specifically, plus a few examples in other channels (Google Ads vs Email Marketing vs Organic content) and justifying return on investment based on budget

53:30 - Closing remarks, where to find Kallie Bonnell online/ send questions

31 episodes