Accelerate Your Brand and Demand Goals with LinkedIn’s New Playbook

Learn how VMWare, Johnson & Johnson and others leveraged targeting and Ad Formats together

September 1, 2020

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Each day, millions of marketers face the challenge of balancing “brand building” with “generating more leads.” This balance can sometimes cause marketers to choose one over the other, but why do we need to make this tradeoff? A study from the Institute of Practitioners in Advertising shows that the optimal balance of brand and demand in both digital and traditional marketing is a 60/40 split: 60% branding, 40% direct response. That’s how you ensure optimal impact when it comes to pricing power, awareness, and sales.

To bring this vision to life, we’ve been hard at work making it easier for marketers to engage their target audience throughout their customer journey and drive business impact. From new retargeting capabilities to new forms of engagement such as Conversation Ads, you now have more ways to achieve the ideal balance between brand and demand and master a holistic approach to your marketing efforts. 

Now we’re excited to introduce a new playbook to help marketers achieve their brand and demand goals on LinkedIn. 

LinkedIn’s Brand and Demand Playbook:  How to Spark Awareness, Engage, and Convert Your Target Audience Across the Buyer Journey 

What is inside the LinkedIn Brand and Demand Playbook?

We want this playbook to be like having a marketing advisor in your pocket. Here’s what you’ll learn:

✔️ What ad formats and targeting features you have in your toolbox

✔️ How to combine feed and messaging to reach and convert your audience

✔️ How the best global marketers are using a brand and demand approach in their strategy

✔️ How to leverage LAN, retargeting, and other tools to reach your audience throughout their buying journey 

Get a head start on achieving your brand and demand goals on LinkedIn and download the playbook free here.

Learn tips and tricks used by the pros

This playbook features nine customer stories that showcase our recommendations at play, featuring campaign tactics from Johnson & Johnson, Mercedes-Benz, and London Business School. 

VMWare, for example, brought its omnichannel strategy to life on LinkedIn using a mix of Single Image, Carousel, and Video Ads to deliver different offers — from thought leadership to product trials — based on stage of the funnel and previous engagement behavior. VMware retargeted those that watched more than 25% of a Video Ad with the next journey stage content offer. The combination of LinkedIn feed formats allowed the company to bring its story to life, capture the highest levels of interest, and drive key accounts to conversion points throughout the funnel.

As a result, in many of its campaigns, VMware generated click-through-rates 3x higher and Cost per Lead 50% lower than LinkedIn industry benchmarks.  

Get started on the path to achieving your brand and demand goals by downloading the LinkedIn Brand and Demand Playbook