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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. 1. Breaking the mold @SaadVirtus Marketing Technology at LinkedIn: Lessons From The Trenches Saad Hameed
  2. 2. Connect the world’s professionals to make them more productive and successful LinkedIn’ mission 3
  3. 3. 21% 31% 42% No Score Low Score High Score Account propensity model average close rate
  4. 4. 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
  5. 5.  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
  6. 6. Lesson #2: Optimize Customer Experience
  7. 7. 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
  8. 8. Lesson #4: Talent + Agile Initiatives = Success^2
  9. 9. 6 Months: From Inception to Delivery of Marketing Datamart & BI Tool Joydeep Banerjee Wei Zhang May Xu Saad Hameed Katherine Nepo Dacheng Zhao
  10. 10. Lesson #5: Innovation Hacking Leads to Groundbreaking Ideas
  11. 11. Lesson #6: Challenge the Norm – Break the Mold
  12. 12. 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
  13. 13. It’s the Customer Context, stupid Customer Behavioral Context Customer Needs Context Customer Communication Context Copyright LinkedIn Corporation, 2014
  14. 14. 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
  15. 15. 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