Low Urgency;
Low Maturity
Low Maturity
Discovery: Your midguard construction account, WillScot, only measures success of their brand awareness-only strategy by tracking fluctuations in CPMs and CTR. What are examples of discovery questions you could ask them?
What is....
1. Tell me about the impact your hoping these brand awareness campaigns will drive?
2. Outside of CPMs/CTRs, how are you gauging the success of these campaigns?
3. What CRM tool are you currently using to track opportunities throughout the funnel?
Discovery: Your early-stage startup customer tells you their new CMO wants to slash budget if they can't prove ROI. What are examples of questions you could ask them?
What is....
1. How do you define ROI?
2. Do you have a defined attribution model?
3. What does good ROI look like to your CMO?
Discovery: Your midguard financial services account using Hockeystack tells you they're seeing higher influence from LI than other channels, but their leadership wants see an improvement on direct attribution. What are example discovery questions you could ask them?
What is...
1. How would your leadership prioritize influence vs. direct attribution?
2. What attribution model are you using in HockeyStack?
3. Would you leadership be more open to influence if we could get more granular (campaign, ad, etc.) on the influence reporting?
Discovery: Your customer, MaintainX, has implemented CAPI and a 3P partner, RevSure to show ROI. What are example discovery questions you could ask to get the most out of their sophisticated measurement tools?
What is...
1. What is your source of truth to make decisions on optimizations?
2. How are you utilizing these different data sources when reporting on the progress toward your goals?
3. Who are you funneling this data up to?
Internal Measurement: Your startup customer, Lettuce, uses HupSpot, but do not have the right level of subscription to connect RAR. What would you recommend they do next to help prove influence?
What is... Manual CSV Conversion Upload
Internal Measurement: Your customer doesn't have a 3P tool, and has no clue where to start to prove out the influence of their LinkedIn brand efforts. What tool would you recommend they set up?
What is... RAR?
Internal Measurement: Your customer is already using Factors, but wants to easily see direct/indirect back-end performance on LinkedIn. What solution would you point them to?
What is... CAPI
Internal Measurement: Your customer is hyper-focused on their ABM prospect list, what internal tool can you use to show them the level of impressions/engagements by account and how they are pacing toward HockeyStack best practices?
What is...
LinkedIn Company Tag with an account list filter
External Measurement: Your customer doesn't have a large marketing tech budget, but their leadership want to track cross-channel influence. What 3P solution would you recommend?
What is... Factors.ai (with ads credit offer to reduce upfront cost)
External Measurement: Your customer, HeyGen, is rapidly expanding their digital marketing motion. In addition to expanding on Google, the client has leaned on you to build out their full funnel strategy on LinkedIn. Now that we are approaching the end of the quarter, leadership has asked the marketing team to show the ROI of ad spend. What do you recommend?
What is...
Factors! Due to our customer service model, we have a leg up in recommending attribution platforms, and we want to be proactive with showing our influence on Search to position LinkedIn as the top channel.
External Measurement: Your customer, Prezent, has a robust RevOps team with advanced SFDC reporting that the team consistently monitors. Although they already allocate the majority of marketing budget to LinkedIn due to success seen in SFDC, you know they are ramping up on Google Search, and you want to ensure LinkedIn continues to get full credit. What do you recommend?
What is...
Factors! This 3P tool will show the lift that LinkedIn continues to Search, protecting your majority share of pie going forward.
External Measurement: Your customer just onboarded HockeyStack and share that LinkedIn has influenced 70% of pipeline YTD, more than any other channel, with their brand awareness campaigns.
What are some follow up questions you could ask to help build a case for increased investment?
What is....
1. How has your leadership reacted to this performance?
2. Given strong performance, on the brand awareness side of thing, what could MOFU/BOFU initiatives look like to speed time through the funnel?
Customer Example: Your customer, Definitive Healthcare says to you, ""We don't have any insight as to what happens to them [leads] after they enter our Marketo. We're also in the process of switching from Marketo to HubSpot... so we can't really do anything right now to understand backend performance."
What solutions could help Definitive Healthcare in the meantime? And why?
What is...
CAPI or RAR. Both are fairly low lift to enable, and can easily set up once the transition to HubSpot is complete, without keeping you in a holding pattern.
Customer Example: Your startup customer, Lilt, is focused on driving first-touch SQOs, and their performance has declined after recent targeting changes that pushed to only director+ titles. The new CMO doesn't have a set CPL goal for their new refined audience, but is worried LinkedIn is no longer effective.
What tool(s) would you recommend to show a more holistic story?
What is...
Push the customer enable RAR as a stepping stone toward a 3P tool that would allow the customer to better understand LinkedIn indirect impact, while also offering insights to drive optimizations to improve direct performance.
Customer Example: Your midguard customer, JSX, shares that LinkedIn leads are far outperforming Meta when it comes to newsletter engagement (13.75% vs. 4.81% CTR). The customer is resistant to reallocate budget because "the reports haven't shown total purchase amounts yet so we can't calculate ROAS", despite CMT showing 6 confirmed view-through purchases last month.
How would you frame the adoption of a measurement solution to help move the needle?
What is...
With our CAPI integration and RAR integrations we will be able to better understand which campaigns are driving this success, which will can help inform your investment strategy specifically on LinkedIn. While our 3P partner, Factors, will be able to give you a multi-channel view to understand what we could be missing out on if we don't reallocate budget sooner.
Customer Example: Your startup customer Collectly has onboarded all measurement tools: CAPI, RAR, and Factors. However, front-end BOFU lead performance still leaves a lot to be desired in terms of volume. How would you utilize this data to create a recommendation for MOFU lead generation campaigns?
What is...
Using the three adopted measurement tools we could show LinkedIn's influence throughout the funnel and better position the low volume performance from the existing BOFU lead generation campaigns. Then leveraging 3P data (like Hockeystack), we could build a case for an increase of touch points in the middle of the funnel, which could also increase their lead volume.