Convergence: LinkedIn Sales & Marketing Integration


Getting the Most from Paid Ads on LinkedIn


Lesson Info

Convergence: LinkedIn Sales & Marketing Integration

Connect Sales Manager with Campaign Manager. Okay? So the one thing that LinkedIn's been working out for a long time is trying to figure out a way, which is coming out. It's funny because it was supposed to come out at the beginning of 2018. It is the beginning of 2018, it still hasn't showed up yet, but it is going to happen. So I would just tell you that it's soon. But connect Sales Navigator. So, imagine this, you save a lead in Sales Navigator, because they look pretty similar don't they? The marketing and the navigator platforms look pretty similar. When you're actually out there and you save that lead, it will re target it on the marketing side. So imagine that you're sitting there saving a lead and trying to get in the conversation with your sales person, and all of a sudden you see that now that person's being followed around by ads all over the site with your company. It's pretty great stuff, right? The fact that it hasn't been available for this long is insane. But, I'll tell...

you that most overlap between sales and marketing, outbound prospecting and marketing is usually like 55 percent. That's pretty low, by the way. So they're missing a huge gap of people and this convergence idea is to get those people on the same page. So you're not doing double the work, you're identifying and targeting the same people, and you're effectively trying to connect with them. Target ads to leads and accounts. So that's a big one with convergence, is just the targeting of leads. How we do that with the re targeting isn't going to be like the Google of the world, and the Facebook re targeting. This is going to be more conversational, especially with inbound messages being a part of that and being the fact that you can sponsor that content and you can sponsor email messages. Imagine that somebody now gets followed around by the site but you can also program it that on this day they get an in mail message that says this. Because you saved them as a leader, your sales team saved them as a lead, and now they get a campaign, they get an in mail message that goes along with it, and they're seeing your stuff all over the place everywhere they go. It's dangerous, guys. Marketers are smart. I'm not a marketer, so I'm dumb. Roll out Sales Navigator customer early 2018, so that's one that you need to know. Only available for sponsored content when it starts, so it's only going to be available for the sponsored content, which I show you there. So any robust content, remember, rule of thumb there, organic that's doing really well, boost it, sponsor it, that's what people are gonna be able to re target when you save them as a lead. That's the only thing you're gonna be able to do at first.

Class Description

As the biggest social site for businesses and professionals, LinkedIn offers tons of opportunities for users who don’t want to spend a dime on their marketing efforts. But those looking to take their LinkedIn game to the next level should consider utilizing some of the platform’s paid solutions.

Marcus Murphy, executive sales leader at and a member of the LinkedIn customer advisory board, will outline both the paid and organic options for generating leads, increasing traffic and building brand awareness, and then help you decide which ones are right for you.

In this class, you’ll learn how to:

  • Master LinkedIn’s marketing tools, including the Sales Navigator.
  • Perform outreach that is personalized, targeted and engaging.
  • Identify high-quality leads.
  • Stay in touch with key accounts.
  • Build trust between you and your connections.
  • Create and launch an ad campaign.
  • Integrate sales and marketing on LinkedIn.