This document discusses what B2B marketers can learn from B2C marketers and vice versa. It notes that 52% of senior marketers believe there are both similarities and differences between B2B and B2C marketing. The document then focuses on lessons learned from the marketing operations at LinkedIn. It emphasizes building for scale initially to allow for future agility, ensuring marketing systems and data are well integrated, and organizing data to provide insights. It also stresses hiring people with curiosity to enable organizational transformation.
19. If you only remember 4 things…
1. Build for scale to allow for agility down the road
2. Investments in integrations pay off
3. Organized data can tell a beautiful story
1. Hire for curiosity and enable transformation
25. 25
Process - Common Ground
Key Takeaway:
Build for scale to allow for agility down the road
Actionable Tip:
Do a full audit of your messaging strategy. Are your
customers/members receiving conflicting actions?
39. 39
Systems - Common Ground
Key Takeaway:
Investments in integrations pay off
Actionable Tip:
Eloqua can powerfully integrate with other B2B
systems, but Responsys integrates more seamlessly
with data warehouses
49. 49
Data - Common Ground
Key Takeaway:
Organized data can tell a beautiful story
Actionable Tip:
Create one source of truth and build all integrations
off that source
59. 59
People - Common Ground
Key Takeaway:
Hire for curiosity and enable transformation
Actionable Tip:
Ask questions about curiosity. What have they learned
recently? What do they want to learn this year? What
excites them?
60. If you only remember 4 things…
1. Build for scale to allow for agility down the road
2. Investments in integrations pay off
3. Organized data can tell a beautiful story
1. Hire for curiosity and enable transformation
Will- starts
Linkedin into marketing into process
Systems – Will
Data - Jake
People – Will
End - Will
Essentially, B2C marketing may be thought of as Don Draper
Essentially, B2C marketing may be thought of as Don Draper
Essentially, B2C marketing may be thought of as Don Draper
Essentially, B2C marketing may be thought of as Don Draper
Essentially, B2b marketing may be thought of as a data or content nerd
Essentially, B2b marketing may be thought of as a data or content nerd
Essentially, B2b marketing may be thought of as a data or content nerd
In reality, B2C and B2B come together to form a nerdier, sexier Don Draper.
LinkedIn is a B2B business built on a B2C platform
In reality, B2C and B2B come together to form a nerdier, sexier Don Draper.
LinkedIn is a B2B business built on a B2C platform
Before we dive into what makes nerdy don drapper, lets understand how operations fits into LinkedIn and its mission.
Before we dive into our sexy don drapperness, lets step back for a sec and understand who LinkedIn is. Our Mission is:
Before we dive into our sexy don drapperness, lets step back for a sec and understand who LinkedIn is. Our Mission is:
How is the marketing department set up?
How is the marketing department set up?
Dan
Dan
1x1 set up
Dan
Dan
Dan
Dan
Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review.
This campaign was sent out
Dan
Dan
Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review.
This campaign was sent out
Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review.
This campaign was sent out
Dan
Dan
This beautiful , readable graphic shows
~100 companies in 2011
1876 companies in 2015. Ranging from SEO to Project management to API services to Sales enablement.
There is a whole section in the middle there called “Data Management”
Keeping your data in one place is key to navigating the marketing technology landscape. Otherwise you will be stuck trying to tie things together rather then actually using the stuff.
It all comes down to having one central source of truth so you can push and pull data to these various platforms to help drive your business
Like Will just spoke about, data can live in various areas but the key to scalablity is having one central point of truth.
Once you have a central point of truth, you can tie all your various systems to the data instead of managing and wrangling your various data silos.
Here is a quick overview of how LinkedIn sets up its systems – Is this interesting?
Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review.
This campaign was sent out
Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review.
This campaign was sent out
Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review.
This campaign was sent out
Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review.
This campaign was sent out
This campaign was sent out to 10s of thousands of members