marketing technology at linkedin - lessons from the trenches
TRANSCRIPT
Breaking the mold
www.linkedin.com/in/SaadVirtus
@SaadVirtus
Marketing Technology at LinkedIn:
Lessons From The Trenches
Saad Hameed
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
Dashboards, Reports, & Measurement
Marketing Automation
Segmentation
Channels
Layer
Analytics
Layer
Automation/C
ampaign
Layer
Data
Layer
Insights
Layer
Managem
ent/
Colla
bora
tion
Advanced
Evolving
Gap/Limitation
Best-in-class
Inte
gra
tions
TE
CH
NO
LO
GY
HE
AT
MA
P
-S
AM
PL
E
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
6 Months: From Inception to Delivery of Marketing Datamart & BI Tool
Joydeep Banerjee
Wei Zhang
May Xu
Saad Hameed
Katherine Nepo
Dacheng Zhao
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
It’s the Customer Context, stupid
Customer Behavioral Context
Customer Needs Context
Customer Communication
Context
Copyright LinkedIn Corporation, 2014
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
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