1. Learn 3 Key Concepts of How
LinkedIn Made Their Sales Org
More Effective
“Leveraging Data to Drive Sales at LinkedIn”
James Raybould, LinkedIn, Sr. Director Insights and Enterprise Marketing
Andres Bang, LinkedIn, Head of Global Sales and Operations Systems

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2

3. We lead sales systems & data insights at LinkedIn
www.linkedin.com/in/andresbang
@drebang
www.linkedin.com/in/jamesraybould
@londonjames
@drebang
@londonjames
3

4. Today’s story starts in 2010 with an ambitious goal
“Power the most effective enterprise
sales & marketing engine in the world by
leveraging LinkedIn's unique data assets”
@drebang
@londonjames
4

5. LinkedIn has 3 B2B units and a sales team for each
259M+
Hire
Members Worldwide
Market
Sell
~$1B in Revenue 2012; ~85%YoY
@drebang
@londonjames
5

6. “Leveraging data to drive sales at LinkedIn” Agenda

LinkedIn’s approach

Learnings & tips
@drebang
@londonjames
6

7. “Leveraging data to drive sales at LinkedIn” Agenda

LinkedIn’s approach

Learnings & tips
@drebang
@londonjames
7

8. LinkedIn’s data driven approach blends 3 key elements
Users/buyers
Data
Technology
@drebang
@londonjames
8

9. Today let’s discuss 3 A’s: Account lens. Analytics. Automation.
ACCOUNT LENS
Buyer
Data
Technology
ANALYTICS
AUTOMATION
@drebang
@londonjames
9

10. Let’s start with our first “A”: Account Lens
ACCOUNT LENS
Buyer
Data
Technology
ANALYTICS
AUTOMATION
@drebang
@londonjames
10

11. Companies don’t buy products
And people don’t buy products
People on behalf of companies buy products

12. We focus at account level and consider “how big?” & “how likely?”
High
Size Of
Prize
How Big?
Low
Temperature
High
How Likely?
@drebang
@londonjames
12

13. LOW
LOW
MEDIUM
HIGH

14. LOW
LOW
MEDIUM
Account Temperature
HIGH

15. We focus at account level and consider “how big?” & “how likely?”
High
Size Of
Prize
How Big?
Low
Mktg
automation
+ Field Sales
“Red
Carpet”
Mktg
automation
Inside
Sales
Temperature
High
How Likely?
@drebang
@londonjames
15

16. Analytics is the 2nd “A” in our pyramid
ACCOUNT LENS
Buyer
Data
Technology
ANALYTICS
AUTOMATION
@drebang
@londonjames
16

17. Each model results in 1 number, which we use to sort
@drebang
@londonjames
17

18. We start with defining each metric, then build our models
Size of Prize
At full potential,
how much ($) will this
account spend with LI?
What
Data

Temperature
How likely/soon
is this account to
convert to Closed Won?
Linkedin.com data

 Hiring activity
& number of recruiters


Industry and location
Company size
@drebang
Aggregation of decisionmaker & influencer activity
 Web visits, whitepaper
downloads, “Contact me”

@londonjames
LinkedIn.com engagement
18

19. Automation is the final “A” in our pyramid
ACCOUNT LENS
Buyer
Data
Technology
ANALYTICS
AUTOMATION
@drebang
@londonjames
19

20. We are turning our team from beat cops...
@drebang
@londonjames
into Batman
20

21. Big data surfaces active and passive signals to act as triggers
Active
Signals
 Visiting mktg website, taking action
Passive
Signals
Sample signals
 Customer hasn’t used product in past 2 weeks
 Social Media Status updates
 Profile/role changes (LinkedIn)
 Mktg or sales have not contacted in X months
 Renewal dates, anniversaries, birthdays
@drebang
@londonjames
21

22. We describe our approach as event-based account management
event-based
account management
(eBAM)
@drebang
@londonjames
22

23. We’re live with “Crystal Ball”: right triggers at right accounts at right time
Account Alerts -
78
Workday Decision Maker Move
Aug 27 Jane Doe, a DM at AcmeCo joined
White paper downloaded
Aug 26 John Smith, downloaded paper D
Product buy (Linkedin.com) Aug 23 Sally Jones, purchased product F
Netflix
Seat Holder Move
Aug 27 Bob Miller, moved from BobCo to
Marketing email opened
Aug 26 Emily Taylor, opened email K
@drebang
@londonjames
23

24. Our goal is simplicity for the user, it just works.
The complexity is “underneath the water”
@drebang
@londonjames
24

25. High Level Solution Architecture – We use SFDC as a Platform
Firewall
BOOMI
ATOM
DATA
WAREHOUSE
PROPRIETARY
DATA SOURCES
& APPLICATIONS
25

26. Crystal Ball Results
4 Months
from concept to deployment. < 1 Month for
data orchestration and piping.
50x
more data in span of a month.
26

27. Crystal Ball Alerts
@drebang
@londonjames
27

28. Crystal Ball Account Intelligence
@drebang
@londonjames
28

29. Crystal Ball Contact Intelligence
@drebang
@londonjames
29

30. Crystal Ball Collaboration
@drebang
@londonjames
30

31. 3 A’s: Account lens. Analytics. Automation.
ACCOUNT LENS
Buyer
Data
Technology
ANALYTICS
AUTOMATION
@drebang
@londonjames
31

32. “Leveraging data to drive sales at LinkedIn” Agenda

LinkedIn’s approach

Learnings & tips
@drebang
@londonjames
32

33. #1
We need strong business AND analytics AND
technology partnership
@drebang
@londonjames
33

34. #2
Keep it simple
@drebang
@londonjames
34

35. #3
Experiment, Measure… Repeat…
@drebang
@londonjames
35

36. Entering 2014, we’re inspired by the same goal as in 2010
“Power the most effective enterprise
sales & marketing engine in the world by
leveraging LinkedIn's unique data assets”
@drebang
@londonjames
36

37. @drebang
@londonjames

38. @drebang
@londonjames

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