The document discusses the rise of data-driven, customer-focused businesses in the B2B landscape as highlighted by Russell Glass from LinkedIn. It emphasizes the importance of big data in marketing strategies, showcasing successful examples of data utilization and offering principles for businesses to implement big data effectively. Key takeaways include the need for understanding customers, starting small, investing in technology, hiring data-oriented personnel, and continuous testing and measurement.

1. RUSSELL GLASS
Head of Products
LinkedIn Marketing Solutions
LINKEDIN, BIZO AND BIG DATA:
INTRODUCING THE NEW B2B

2. The Future of B2B:
The Rise of the Data-Driven,
Customer Focused Business
Russell Glass
Head of Marketing Products at LinkedIn

3. The Future of B2B:
The Rise of the Data-Driven,
Customer Focused Business
3

4. “The number of transistors
on a computer chip will
double approximately
every two years.”
Gordon Moore, founder of Intel
4

5. 90:
The Percentage of Existing Data That Has
Been Created in the Past Two Years
5

6. 1,000:
How Many Times Faster the Microprocessor in
Your Smartphone Is Compared with Apollo 11’s
Launch Computer
6

7. 7

8. “Big data is the most
disruptive business force
there is. Big data is the stuff
that is really moving
economic power from one
group to another.”
Geoffrey Moore, Crossing the Chasm and Inside the Tornado
8

9. 9

10. 10

11. “You can really be David
to the big companies’
Goliath by leveraging
data effectively.”
Brian Kardon, CMO of Lattice Engines
11

12. Here’s your slingshot:
The marketing stack.
12

13. 13

14. “Marketing is sitting on
top of this treasure
trove of data.”
Glenn Gow, President of Crimson Marketing
14

15. 15
This “treasure hunt”
takes place in the
digital world -- created
during the 90% of the
buyer’s journey that
takes place online as
prospects self-educate
anonymously by visiting
websites, social media,
search engines.

16. 45%: The Denialists
16
10%: The Pioneers
45%: The Frozen

17. How Are The Pioneers Already
Using Data to Boost Their
Marketing Performance?
17

18. How A/B Testing
Helped Raise
an Extra $60 Million
18

19. 1919
The Result
One combination performed so
well in generating sign-ups, it led
to an extra $60 million in
fundraising for the campaign.
The best part of this story? The
combination favored by the
campaign finished dead last in
the test.
The Obama 2008 team tested
24 iterations of visuals and
call-to-action combination for
fundraising on the organization’s
website.

20. Using Predictive
Analytics to Target
Prospects Who Are
Ready to Buy
20

21. 2121
The Result
Prospects most likely to buy
routers from Juniper Networks had
recently signed a lease for new
office space.
The best prospects for Autodesk,
which markets CAD/CAM
software, had posted help wanted
ads for new CAD/CAM engineers.
Lattice Engines—like Mintigo,
Infer, and other companies—
uses big data to analyze the
offline and online characteristics
of a company’s prospects and
customers.

22. How SaaS Enables
Powerful Customer
Insight and Product
Improvement
22

23. 2323
The Result
This kind of customer
insight led to 30%
increases in renewal rates
and an industry leading
product.
With software as a service,
Eloqua had insight into how its
customers were using the
product, when they were using it
and how often they were using
certain features.

24. “You’ve got to start with the customer
experience and work back toward the
technology – not the other way around.”
--Steve Jobs
24

25. 25

26. THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big
data principles in my
own business?
PRINCIPLE NO. 1
Determine what you know
(and want to know) about
your customer.
26

27. THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big
data principles in my
own business?
27
PRINCIPLE NO. 2
Start small by thinking,
‘Big data, little triggers.’

28. THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big
data principles in my
own business?
28
PRINCIPLE NO. 3
Be prudent but not shy about
investing in technology: CRM
systems are a must, marketing
automation is becoming so, and
analytics tools are a no-brainer.

29. THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big
data principles in my
own business?
29
PRINCIPLE NO. 4
Hire the right people. Marketers
must hire data-oriented people,
math majors, and left-brained
thinkers.

30. THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big
data principles in my
own business?
30
PRINCIPLE NO. 5
Test, test, test, measure,
measure, measure. Ideally,
measure your contribution to
revenue: It is the way to prove
marketing’s value.

31. “Data might be the new oil,
but a lot of us just need
gasoline.”
Derrick Harris, Technology Writer

32. LinkedIn provides
unmatched data -- “refined
gasoline”– on business
professionals that
marketers can use to fuel
their own data-driven,
customer focused
businesses.

33. products that impact every
stage of your
funnel and get results
LinkedIn Marketing Solutions
33
Onsite Display
Network Display
Sponsored Updates
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Full-funnel analytics
& reporting

34. ©2014 LinkedIn Corporation.All Rights Reserved.©2014 LinkedIn Corporation.All Rights Reserved.