Justin Shriber, VP of Marketing at LinkedIn Sales & Marketing Solutions, presented key insights at the Revenue Summit 2018, focusing on the importance of aligning marketing and sales efforts to enhance customer engagement and achieve better enterprise sales outcomes. He discussed the value of case studies and the impact of misalignment on productivity, emphasizing the need for a unified customer view and process orchestration. The session highlighted the potential benefits of leveraging employee connections and improving the sales process through integrated marketing campaigns and data-driven approaches.

1. Justin Shriber – VP of Marketing – LinkedIn Sales & Marketing Solutions
MARKETING & SALES ORCHESTRATION

2. Revenue Summit 2018
Vice President of Marketing
LinkedIn Sales & Marketing Solutions
@jshriber
JUSTIN
SHRIBER
KEYNOTE SESSIONKS

3. A recent buying experience
Revenue Summit 2018

4. Mark Marketing 3:14 PM (1 hour ago)
Steve, let us help you build an
enterprise telesales team.
Re: Enterprise Telesales
REPL
Y
Revenue Summit 2018

5. Mark Marketing 3:19 PM (1 hour ago)
Steve, I didn’t hear back from you. I’d
love to share a case study about
MegaCorp’s enterprise solution.
Re: Enterprise Telesales
REPL
Y
Revenue Summit 2018

6. Revenue Summit 2018
Mark Marketing 3:19 PM (1 hour ago)
You’ve got some nerve, Steve. You
have no idea how much your
enterprise business stands to…
Re: Enterprise Telesales
REPL
Y
Mark Marketing 3:19 PM (1 hour ago)
What are our customers saying? It’s
funny you should ask, because I was
just preparing a series of case…
Re: Enterprise Telesales
REPL
Y
Mark Marketing 3:19 PM (1 hour ago)
All I wanted was 10 minutes of your
time. But you were too good for me,
right, Steve? We mustn't disturb Mr...
Re: Enterprise Telesales
REPL
Mark Marketing 3:19 PM (1 hour ago)
“Why SolarSlash uses our products,
and why you should too.” I wanted to
share another case study on…
Re: Enterprise Telesales
REPL
Y
Mark Marketing 3:19 PM (1 hour ago)
I think deep down you’re not running
from me, Steve, you’re running from
yourself. Just let me…
Re: Enterprise Telesales
REPL
Mark Marketing 3:19 PM (1
Is this week better for a chat?
available any day of the week
time. Seriously.
Re: Enterprise Telesale
R
Y
Mark Marketing 3:19 PM (1 hour ago)
Can we chat this week? I can only
imagine how busy you are, but if you
Re: Enterprise Telesales
paths were meant to cross? It’s a…
REPL
Y
Mark Marketing 3:19 PM (1 hour ago)
Was it something I said? Look, Steve,
if I’ve done something wrong here you
gotta let me know, before…
Re: Enterprise Telesales
REPL
Y
Mark Marketing 3:19 PM (1 hour ago)
Look, it’s not that I’m mad, Steve. I
just can’t understand why you’re
throwing away an opportunity to…
Re: Enterprise Telesales
REPL
Y
Mark Marketing 3:19 PM (1 hour ago)
Just 10 minutes of your time! That’s
all I need to show you the incredible
enterprise-grade power of our…
Re: Enterprise Telesales
REPL
Y
Mark Marketing 3:19 PM (1 hour ago)
You’re making the biggest mistake of
your life, Steve. Can’t you see our
paths were meant to cross? It’s a…
Re: Enterprise Telesales
REPL
Y
Mark Marketing 3:19 PM (1 hour ago)
What are our customers saying? It’s
funny you should ask, because I was
just preparing a series of case…
Re: Enterprise Telesales
REPL
Y
Mark Marketing 3:19 PM (1 hour ago)
All I wanted was 10 minutes of your
time. But you were too good for me,
right, Steve? We mustn't disturb Mr...
Re: Enterprise Telesales
REPL
Y
Mark Marketing 3:19 PM (1 hour ago)
I think deep down you’re not running
from me, Steve, you’re running from
yourself. Just let me…
Re: Enterprise Telesales
REPL
Y

7. Sarah Sales
Calling …
Revenue Summit 2018

8. Call declined
Revenue Summit 2018

9. Sarah Sales
Calling…
Revenue Summit 2018

10. Call declined
Revenue Summit 2018

11. Sarah Sales
Missed Call
5:44 PM
Sarah Sales
Missed Call
5:52PM
Sarah Sales
Missed Call
6:01 PM
Sarah Sales
Missed Call
6:09 PM
Sarah Sales
Missed Call
6:16 PM
Sarah Sales
Missed Call
6:18 PM
Revenue Summit 2018

12. Scorecard
SalesCustomerMarketing
Revenue Summit 2018

13. A Tesla buyer’s journey
Get personalized
status
YOUR
TESLA
IS
BEING
BUILT !
Join a community Enjoy door-to-door
service
Build the car of your
dreams
Revenue Summit 2018

14. You’re not compared to your competitor’s
experience.
You’re compared to every experience ever
Revenue Summit 2018

15. Automating a bad experience
= Alienation at massive scale
Revenue Summit 2018

16. Wasted productivity cost U.S.
businesses
$ 1 TRILLION
every year because of misalignment
Revenue Summit 2018

17. A new approach is required
UNIFIED CUSTOMER VIEW
PROCESS ORCHESTRATION
SELF LEARNING
Revenue Summit 2018

18. Marketing and Sales See Audiences Differently
Marketing
automation
Marketing view
Sales automation
Sales view
Revenue Summit 2018

19. Marketing and Sales See Audiences Differently
Sales automation
Sales view
Marketing
automation
Marketing view
Revenue Summit 2018

20. Company X Marketing Not Reaching 77% of Executive
Relationships
Members reached
by Marketing
5.8M+
23%Of sales relationships
have been influenced by
Marketing
190K
+New Connections to
your
Sales Professionals
Revenue Summit 2018

21. Company X Marketing Not Reaching 77% of Executive
Relationships
Members reached
by Marketing
5.8M+
23%Of sales relationships
have been influenced by
Marketing
190K
+New Connections to
your
Sales Professionals
Leads nurtured by
Sponsored Updates
9%
16.5K
Sales Navigator Saved
Leads (Biz Dev, IT,
Research)
Leads nurtured by
Sponsored Updates
9%
Revenue Summit 2018

22. Ultimate Objective: 100% Audience Alignment
Members reached
by Marketing
5.8M+
Leads nurtured by
Sponsored Updates
9%
16.5K
Sales Navigator Saved
Leads (Biz Dev, IT,
Research)
Marketing Engagement Sales engagement
Revenue Summit 2018

23. Moving to 100% Alignment: The Four Scenarios
High
Low
High
Untapped Audience
Low Marketing influence
and low Sales activity
Warm Audience
Sales to connect with
nurtured prospects
Sweet Spot
Sales & Marketing efforts
are aligned
Missed Opportunity
Sales operating without
Marketing support
Marketing Engagement (%)
Sales Engagement (%)
Revenue Summit 2018

24. Company X Alignment Relevant to Peers
Marketing Engagement (%)
Sales Engagement (%)
250 5 10
2
4
6
8
2015
Affluent
Millennials
IT DM
Manager+
IT DM
Manager+ Affluent
Millennials
BDMs
[Director+]
Affluent
Millennials
IT DM
Manager+
Circle size denotes Target
Audience size
Company X
Peer Average
Peer Leader
Revenue Summit 2018Source: Internal LinkedIn Data : 4/1/2017 – 9/30/2017; Geography = United States+

25. A new approach is required
UNIFIED CUSTOMER VIEW
PROCESS ORCHESTRATION
Revenue Summit 2018

26. Current Efforts To Align Focus On Efficient Handoffs
Sales and Marketing
“Alignment”
Sales Pipeline
Marketing Funnel
Revenue Summit 2018

27. It’s a Journey, Not a Funnel or a Pipeline
Awareness
Education
Close
Proof
Account
Propensity
Modeling
Territory
Planning
Account
Planning
ABM Planning
Marketing + Sales
Revenue Summit 2018

28. LinkedIn Orchestrates Sales and Marketing Process
Elevate
Project Stereo
Point Drive
Marketing + Sales
Revenue Summit 2018

29. LinkedIn Elevate
Leverage employee connections to boost media impact
Expanded Reach
10x larger employee networks versus a company’s
follower base
Increased Engagement
53% more likely to engage with sponsored content
after seeing an Elevate share; 2x higher CTR on
employee-shared content
Deeper Relationships
30% more likely to become a company follower
after seeing an Elevate share
Revenue Summit 2018*Increased engagement with sponsored content and follower growth were measured in the 7 days after exposure to an Elevate share

30. LinkedIn Project Stereo
Nurture your sales leads with direct integration to marketing campaigns
Expanded Audience
Marketing can now reach prospects sourced by
sales
Increased Efficiency
Sales navigator integrates directly with LinkedIn
Campaign Manager to effortlessly pass leads
Rapidly Target
Use matched audiences to target saved leads and
accounts in Sales Navigator
Revenue Summit 2018

31. LinkedIn PointDrive
Get alerted anytime your content is opened, viewed or forwarded
Buyer Circle Identification
There are an average of 7 decision makers
involved in a deal. Use your documents to track
who’s involved in the decision process
Improved Follow Up
Tailor the materials you send out based on what
your customers and prospects have engage with in
the past
More Accurate Forecasting
Send proposals through point drive to determine
who is accessing them and the level of
engagement they are getting
Revenue Summit 2018

32. A new approach is required
PROCESS ORCHESTRATION
SELF LEARNING
Revenue Summit 2018

33. Self Learning Leads To Better Planning
Account
Propensity
Modeling
Territory
Planning
Account
Planning
Marketing + Sales
Revenue Summit 2018

34. Account Propensity Modelling: Identify Fast growing tech companies

35. Account Propensity Modelling: Identify Fast growing tech companies
Leverage strong relationships
and intent signals

36. Account Propensity Modelling: Identify Fast growing tech companies
Click on link to find all decision
makers via Sales Navigator

37. Account Propensity Modelling: Identify Fast growing tech companies

38. Impact of Alignment
Faster 3 year
revenue growth
24% 26% 36% 38%
Faster 3 year
margin growth
Higher customer
retention
Higher win rates
208
%More marketing
revenue
Revenue Summit 2018Source: Wheelhouse Advisors

39. Revenue Summit 2018
THANKYOU SALES HACKER
REVENUE SUMMIT 2018.
VP of Marketing – LinkedIn Sales & Marketing Solutions
@jshriber
JUSTIN SHRIBER