Four Pillars to Modern Marketing

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As marketers, we dream of developing a one-to-one relationship with our suspects, prospects, and customers to deliver the right content through the right channel at the right time in the buyer’s journey, all while leveraging technology that keeps the buyer front and center. This deck addresses the four pillars to reaching this dream—talent, data, automation, and enablement—to help you develop a winning modern marketing practice for your organization.

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  • Our mission: Connect the world's professionals to make them more productive and successful.

    Five years ago, when we drafted this mission, LinkedIn had just over 30M members (among an addressable audience of 600M knowledge workers.) We closed 2013 with nearly 10x that figure, 277M, and are growing at the fastest absolute rate of growth in our history.
  • Our immediate to intermediate term focus (one to three years) will be to continue to invest in the same value propositions that got us to where we are today

    With regard to our members, we'll continue focusing on helping them build their:

    1. Professional identity (who they are)
    2. Networks (who they know)
    3. Knowledge (what they know)
  • Four Pillars to Modern Marketing

    1. 1. 4 pillars to modern marketing
    2. 2. Connect the world’s professionals to make them more productive and successful Our mission 3
    3. 3. For our members Enable professionals to build and manage their identities Help professionals create and leverage their networks Identity Networks Knowledge Give professionals the knowledge they need to be more successful in their careers
    4. 4. Marketing Revolution
    5. 5. Communication Revolution
    6. 6. Data Revolution
    7. 7. TALENT THE driving force for success four pillars LIFECYCLE Right member, right offer, right channel, right time INSIGHTS Data, information, knowledge to intelligence OPERATIONS Plan, execute, automate and optimize 9
    8. 8. Talent The driving force for success.
    9. 9. Get shit done
    10. 10. Dream big
    11. 11. DREAM BIG GET SHIT DONE KNOW HOW TO HAVE FUN we are here
    12. 12. Lifecycle Execute on right contact, right offer, right channel and right time.
    13. 13. Right Contact Right Offer Right Channel Right Time Awareness Acquisition EngagementRetention Re-activation
    14. 14. Insights Shifting from Data to Intelligence.
    15. 15. big data Information Why did it happened? Data What happened?
    16. 16. big smart data Intelligence What is the best that could happen? Knowledge What will happen? Information Why did it happened? Data What happened?
    17. 17. Operations Building best in class product.
    18. 18. If you are not embarrassed by the first version of your product, you’ve launched too late. Reid Hoffman, Linkedin Founder
    19. 19. 21% 31% 42% No Score Low Score High Score Account propensity model average close rate
    20. 20. ACME Seat Holder move Sep 16 John S, a former seat holder at XYZ Co, took a new position at ACME Event Sep 12 Stephanie D attended a seminar (LTS_PS_130902_TBI_Sydney) Blog visit Sep 7 Bob M visited talent.linkedin.com/blog Account Score Sep 15 ACME has increased Linkedin activity that indicates buying behavior
    21. 21. Ferdinand Magellan was a Portuguese explorer who became known for having organized the first circumnavigation of the Earth (1521).
    22. 22. Modern Marketer is an explorer: a person who explores the marketing cloud; an adventurer.

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