5 steps to better lead nurturing

This demo walks you through the steps that can get you started nurturing and converting leads on a whole new scale.

May 7, 2015

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It’s a brutal truth for B2B marketers that only 5% of prospects who visit your website leave you with an email address to get back in touch with them. It’s an even more brutal truth that of those 5%, only around 20% open the emails you send them. When you engage in lead nurturing, seeking to convert initial awareness and interest into engagement, consideration and sales, the numbers are not on your side.

Lead Accelerator has been developed by LinkedIn to change the game and shift the odds decisively in your favour. It can do this because there are two big differences between Lead Accelerator and traditional approaches to lead nurturing:

Firstly, Lead Accelerator doesn’t depend on your prospects providing email addresses. It uses a system of tags and LinkedIn data to enable you to retarget prospects, segment them and tailor content appropriately whether they’ve filled in a data capture form or not.

Secondly, because Lead Accelerator integrates with traditional marketing automation solutions such as Marketo and Eloqua you can reach prospects through social media and display ads wherever they go online, in addition to emails.

In our Lead Accelerator Live Demo, LinkedIn Marketing Solutions Global Head of B2B Bryan Burdick and Andrew Monu, Enterprise Marketing Lead walk through the 5 steps that can get you started nurturing and converting leads on a whole new scale:

Step 1: Identify and target your highest value audiences, both anonymous and known

Lead Accelerator tags your anonymous site visitors and overlays LinkedIn data to discover who they are, which industries they work in, what their job titles are, and what their potential value to your business is. You’ll be able to segment your prospects like never before.

Step 2: Sequence relevant messaging across display and social ads

Create nurture streams specific to each segment, which deliver the right ads and messages at the right time based on where they are in the consideration journey. With Lead Accelerator you can do this through display advertising across the web, on Facebook and of course, through content and ads on LinkedIn itself. Lead Accelerator also integrates with Eloqua and Marketo to ensure consistent messaging across email as well.

Step 3: Increase conversion rates with AutoFill

LinkedIn AutoFill functionality means that when it’s time to drive conversion at the bottom of the funnel, your prospects can give you their details with a single click. It’s hugely effective at driving conversion rates on desktop – and it’s even more important when you are engaging prospects on mobile.

Step 4: Optimise ad creative and nurture stream design through A/B testing

Lead Accelerator comes with comprehensive reporting and analytics capabilities that can give you deep insights on how each message in your nurture stream is performing. If there’s a stage in your nurture strategy that isn’t performing as well as you’d like, you’ll be able to identify it, fix it and boost your conversion rates.

Step 5: Measure impact at every stage of the buying process

How many net new visitors are you driving to your site? How much more engagement are you creating on your site? And how many extra conversions are you driving as a result? With Lead Accelerator, you can isolate the impact of your nurture streams at every stage of the buying process.

LinkedIn has developed LaunchPad, a dedicated onboarding programme for Lead Accelerator, to help guide you through these stages – and ensure that you get full value from the platform. LaunchPad will provide you with ongoing support as you develop your nurturing strategy, and in many cases it means clients are able to get started with Lead Accelerator within days.

In a recent case study, Groupon testify how easy it is to get up and running and achieving results. Within just two months, Lead Accelerator has helped increase Groupon’s pipeline of leads by 23%.


Catch the entire webcast here: