Marketing Technology at LinkedIn - Lessons From The Trenches
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From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Establishing A New Marketing Technology Function In A Complex Environment. PRESENTATION: Marketing Technology at LinkedIn - Lessons From The Trenches - Given by Saad Hameed, @SaadVirtus - Linkedin, Head of Marketing Technology
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Marketing Technology at LinkedIn - Lessons From The Trenches
- 1. Breaking the mold www.linkedin.com/in/SaadVirtus @SaadVirtus Marketing Technology at LinkedIn: Lessons From The Trenches Saad Hameed
- 3. Connect the world’s professionals to make them more productive and successful LinkedIn’ mission 3
- 5. 21% 31% 42% No Score Low Score High Score Account propensity model average close rate
- 6. Lesson #1: Strategy and Plan Before Tactics Buyer /Member 1. Strategy/Pl anning 2. Product/Sol ution Marketing 3. Program/Cam paign Management 4. Content Management 5. Communication Channels Management 6. Sales Acceleration/ Enablement 7. Performance Measurement & Analytics Buyer/Member voice and behavior are critical to optimization
- 7. Dashboards, Reports, & Measurement Marketing Automation Segmentation Channels Layer Analytics Layer Automation/C ampaign Layer Data Layer Insights Layer Management/Collaboration Advanced Evolving Gap/Limitation Best-in-class Integrations TECHNOLOGYHEATMAP-SAMPLE
- 8. Lesson #2: Optimize Customer Experience
- 9. Lesson #3: Build Technology Incubator to Propel Ideas • Determine business, tech., & ops owners • Gather high level use cases • Assess vendors & in-house solutions • Recommend final solution • SCRUM based Pilot • Go/No-Go based on Pilot learning • Go/No-Go based on Pilot results • Transfer knowledge of pilot to stakeholders • Scale the solution globally
- 10. Lesson #4: Talent + Agile Initiatives = Success^2
- 11. 6 Months: From Inception to Delivery of Marketing Datamart & BI Tool Joydeep Banerjee Wei Zhang May Xu Saad Hameed Katherine Nepo Dacheng Zhao
- 12. Lesson #5: Innovation Hacking Leads to Groundbreaking Ideas
- 13. Lesson #6: Challenge the Norm – Break the Mold
- 14. Consumers Are Losing Trust in Campaign Based Marketing! 14“The Power Of Customer Context Beyond Campaigns: Build A Contextual Marketing Engine”, Forrester Research, Inc., April 14, 2014
- 15. It’s the Customer Context, stupid Customer Behavioral Context Customer Needs Context Customer Communication Context Copyright LinkedIn Corporation, 2014
- 16. Solution: Machine Learning Enabled Campaigns Single source of truth (SSOT) Datamart Real-time Intelligent Marketing Cloud, that recommends the right content/offer/channel based on the context/lifecycle and product fit/propensity/engagement of the member/buyer Marketing Automation solution/LinkedIn Lead Accelerator orchestrates the communication of right offer/content to customers across all channels Marketing Automation Copyright LinkedIn Corporation, 2014 LinkedIn Corporation Patent Pending
- 17. SUMMARY 1. Strategy and Plan Before Tactics 2. Optimize Customer Experience 3. Build Technology Incubator to Propel Ideas 4. Talent + Agile Process = Success^2 5. Innovation Hacking Leads to Groundbreaking Ideas 6. Challenge the Norm – Break the Mold