Marketo-DG2DA

PART III: DIGITAL AD TYPES AND AD DESIGN
SOCIAL ADVERTISING
LinkedIn Lead Accelerator
As LinkedIn continues to expand its
advertising efforts, LinkedIn Lead
Accelerator fuels the effort to help
companies attract and nurture the
right people, with the right content,
at the right time. Additionally,
through LinkedIn Network Display,
its ad display network, companies
can target their audience both on
and off the LinkedIn platform.
What makes this capability even
better? Its integration with marketing
automation platforms like Marketo
to further enable marketers to target
and engage buyers with a plethora
of information.
According to LinkedIn, key benefits of
this integration include:
• Nurturing known contacts with
sequenced ads that align with
your existing digital nurturing
strategies
• Nurturing anonymous prospects
based on their profile and online
behaviors
• Optimizing ad creative and
nurture stream design through
platform-supported A/B testing
• Measuring program impact at
every stage of the buying process
through built-in reporting within
LinkedIn and Marketo
Sponsored InMail
A Sponsored InMail gives advertisers
the ability to send a type of email
message that appears in a user’s
LinkedIn inbox. This is a great way to
send very specific, targeted, and
detailed messages to an explicit set of
users. Think of Sponsored InMails just
like emails—they need to have an
eye-catching headline and make your
content short and sweet!