5 Recipes for the Linkedin company

5 Recipes for Creating Effective, Perfectly Timed LinkedIn Ad Campaigns Discover how world-class revenue technologies can help minimize your ad spend and maximize impact.

In This Ebook, Introduction You Will… Twenty years ago, when B2B marketers were just beginning to leverage behavioral targeting in their • Learn how to minimize LinkedIn ad spend while digital ad spends, few could’ve ever imagined how maximizing impact using buyer intent data influential targeting data would eventually become. These days, nearly all digital campaigns use data • Find out how to accelerate your pipeline with ads to target their specific audiences. that serve up videos, case studies, and more Not too long ago, ad buyers might’ve said, “I need to • Get step-by-step instructions for creating five reach senior executives working at organizations with highly effective LinkedIn ad campaigns for use more than 5,000 employees, or generating more than cases such as lead gen, remarketing, customer a billion in annual revenue.” And then they would’ve retention, and more found that The Wall Street Journal had one of the • Discover inspiration for additional ways to combine highest concentrations of their audience (even though LinkedIn user data with 6sense intent data many readers were not in their audience). Today, audience data lets them target only the audience they care about, eliminating potentially wasted investments. Objective-based advertising, in which advertisers build ad campaigns around specific business goals, makes this easier than ever. By setting objectives, systems are able to both improve reporting — they report against your specific objective — and implement some level of automatic optimization to improve results. 2

Where the B2B Action Is: What Is 6sense? Social Networks A savvy combination of behavioral and objective- 6sense is the only revenue technology platform based advertising empowers revenue teams to be that captures intent signals from every known highly targeted and effective with their advertising. and anonymous source, and connects it all to Social networks excel at supporting these business prospect accounts. It delivers complete insight goals, and of the bunch, B2B leaders prefer into the buying journey. investing in LinkedIn ads over those on Facebook, 6sense’s patented AI platform scores over a YouTube, and Twitter. quarter-billion accounts and people every Why? day in order to reconstruct the account-based buyer journey for your business, monitoring • Nearly 85% of buying teams use LinkedIn as part and analyzing changes in buyer intent at a of their purchase process massive scale. • 4 out of 5 LinkedIn members drive business decisions • LinkedIn’s audience also has 2x the buying power of the average web audience One factor above all often informs why revenue teams invest in LinkedIn: the depth, richness and quality of LinkedIn’s user data, which enables ad buyers to target B2B audiences with more accuracy than other social networks provide. LinkedIn’s Data Quality = Superior Targeting This is because LinkedIn’s data is different. LinkedIn members are incentivized to provide accurate information about themselves to help grow their professional networks, improve their professional development, look for jobs, and more. By providing granular information about their skills, job history, education, and interests, advertisers can engage accounts with unparalleled precision. With LinkedIn, revenue teams can create ads that exclusively target professionals who use Marketo. Or Salesforce. Or who attended Wharton from 1980 to 1988. No other social platform provides this kind of granular targeting for B2B sellers. 3

On their own, advertisers can’t detect this invaluable- yet-invisible data. But 6sense’s platform can illuminate and analyze it. Through AI and machine learning, the platform automatically determines who is in-market now and most likely to buy from you, giving you new tools for prioritizing ad spending and improving ad performance. The Importance of In-Market Data to Dynamic 6sense segments are available for Prioritize Ad Spend any LinkedIn campaign and provide new insights, including: Marketers have been buying digital ads for decades, • Unparalleled visibility into where buyers are in and yet we still struggle to properly prioritize their respective journeys (we call these audiences and budgets. That’s because the audience “in-market” stages) is bigger than ever, the ads are expensive, and we never have enough money to reach all the • The topics buyers are most interested in (or constituents we want to reach. We have to prioritize concerned about) based on their journey stage our investments. • Timing on when buyers may — or may not — be A powerful — and differentiating — combination of interested in personalized engagement 6sense + LinkedIn is a revenue teams’ ability These data points, and many others, are accessible in to target companies that are in-market for a real-time through 6sense and actionable through our solution now. This allows prioritizing companies at LinkedIn integration. Revenue teams now have fine- the best time while continuing to use all the other grained control in terms of what types of accounts targeting data LinkedIn offers. and buyers a revenue team might target. This ability to target based on timing isn’t otherwise This microscopic control minimizes ad spend and available in LinkedIn. maximizes ad impact. With the power of predictive When buying teams are tasked with finding products analytics, 6sense customers: or solutions for their organization, they spend time • Perform nearly 2x better than the standard LinkedIn conducting research online anonymously on third- clickthrough rate benchmark party sites such as industry publications, blogs, social networks, product review sites like G2 and • And at costs 13% lower for cost per click than TrustRadius, and more. LinkedIn’s CPC benchmark 4

5 Campaign ‘Recipes’ That Deliver Game-Changing Engagement When you combine the robust audience data from LinkedIn with the intent signals from 6sense, you can engage the right customers for your solution with the right message, right when they’re ready to buy. Here are step-by-step instructions for creating campaigns that address five unique use cases. 5

Recipe #1: LinkedIn Lead Gen Campaigns Lower your cost-per-lead by targeting in-market accounts that are currently researching specific and relevant keywords associated with your business. (At 6sense, we use the term “in-market” to represent moments in a buyer’s journey where their interest in buying intersects with their interest in your solution.) In this example, we’re using keywords associated with ABM that would be related to your business and/or competitors. 1 2 1. 6sense segment filters used: Keyword, used to pair keywords with ad content to ensure relevancy and timeliness In-market stages: Decision and Purchase 2. LinkedIn campaign objective(s): Lead Generation OR Website Conversion (preferred for future 3 4 retargeting capability and higher quality conversions) 3. LinkedIn audience targeting: This type of campaign should target your typical buyer persona 4. LinkedIn Ad type: Single image ad Content: Middle- to bottom-of-funnel | Ebooks | Buying guides | Case studies or customer stories 6

Recipe #2: Highly Targeted Remarketing Campaigns Combine 6sense in-market data with accounts that have already visited your website to create higher- performing remarketing campaigns. High value and middle- to bottom-of-funnel content works well in these campaigns. 1 2 1. 6sense segment filters used: Website page visited In-market stages: Consideration, Decision, and Purchase 2. LinkedIn campaign objective(s): Lead Generation OR Website Conversion 3. LinkedIn audience targeting: 3 4 Your 6sense segment and your typical buyer persona 4. LinkedIn Ad type: Single image ad Content: Analyst reports | Demo/“Contact Us” offers on pages visited, but forms not completed | Case studies 7

Recipe #3: Pipeline Acceleration Campaigns Target these accounts with open opportunities to accelerate the deal cycle. These campaigns work well with high value customer stories/case studies, videos of customer testimonials, and third-party reports. 1 2 1. 6sense segment filters used: Salesforce Opportunity Value 2. LinkedIn campaign objective(s): Website Visit OR Video Views 3. LinkedIn audience targeting: Your 6sense segment, and expanded targeting from your 3 4 typical buyer persona to also include C-level executives and leaders in finance 4. LinkedIn Ad type: Single image ad OR Video ad Content: Custom landing page featuring a mix of case studies, customer testimonials, and analyst reports | Landing page highlighting current G2 reviews 8

Recipe #4: Event Registration This targets customers and prospects to drive registrations for an in-person or virtual event. The content for these campaigns can connect interest, industry, or buying stage to key event takeaways. 1 2 1. 6sense segment filters used: In-Market Stages: Awareness, Consideration, Decision, Purchase Keyword: Event Title, 30 day timeline Website visit: Event website, 30 day timeline 2. LinkedIn campaign objective(s): Website Conversions OR 3 4 Website Visit OR Event Registration 3. LinkedIn audience targeting: Your 6sense segment and your typical buyer persona and up to C-level executives 4. LinkedIn Ad type: Single image ad 9

Recipe #5: Outbound This targets top prospect accounts to drive inbound and/or provide brand air cover for the outbound sales motion. The content for these campaigns can include thought leadership, high performing third-party reports (such as from Forrester or Gartner), or relevant product information. 1 2 1. 6sense segment filters used: Accounts in Segment: Your High Intent Segment (Consideration, Decision, Purchase) Keyword: All Competitors, Your Company, 30 day time frame Salesforce Opportunity Value (to remove activity opportunities) 2. LinkedIn campaign 3 4 objective(s): Website Visit OR Website Conversion 3. LinkedIn audience targeting: Your 6sense segment and your typical buyer persona and above 4. LinkedIn Ad type: Single image ad 10

Bonus Recipe: Customer Retention Proactively target customers that have researched competitors in the last 30 days to get your CSM team ahead of the competition. 1 2 1. 6sense segment filters used: Accounts in Segment: Your Customer Segment Keyword: All Competitors, 30-day time frame 2. LinkedIn campaign objective(s): Website Visit OR Video Views 3. LinkedIn audience targeting: 3 4 Your 6sense segment and the end-users of your product 4. LinkedIn Ad type: Single image ad OR Video ad Content: Analyst reports | Landing page offering utilization or account “health checks” using your products | Industry / partner technology specific case studies 11

Conclusion Just like the B2B marketers of the past couldn’t have imagined the amount of audience data that modern-day marketers now have at their fingertips, the time is soon approaching when we can’t imagine B2B marketing without intent data. If you use a revenue technology platform like 6sense (which is capable of accurately capturing buyer intent signals) and combine it with the rich user data LinkedIn provides, that time could be now. LinkedIn and 6sense work seamlessly to help B2B marketers reach the audiences they care about with the content they want to see — at the time they’re most welcome to hear it. The result? You minimize your digital ad spend while maximizing the impact of your ad campaigns. 12

About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. The 6sense B2B platform captures anonymous buying signals, predicts the right accounts to target at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, G2, TrustRadius, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. Learn more at 6sense.com.