be like water | change marketing
TRANSCRIPT
The world’s largest professional network
313M+
Members WorldwideGrowing at more than two members per second >3M
94%
Company Pages
Fortune 100 companies use LinkedIn Talent Solutions to hire
#MME14
LinkedIn connects talent with opportunity at massive scale
Scalable Technology & Infrastructure
Changes in User Behaviour
Fundamentally transforming the way the world works
#MME14
Agenda
• The ‘problem’ (talent gap)• The goal (automated lifecycle marketing)• Getting there (be member obsessed & innovative)
#MME14
Email Site
AdsInMailSU’s
Social
Content
Online
Audience
Member type
Persona
Event
Video
SKU
Free Trial
Mobile
SocialTablet
LaptopNurture
Awareness
Acquisition
EngagementRetention
Re-Activation
Member
Message
Channel
Time
#MME14
LinkedIn Marketing Solutions
InMails, Ads, Sponsored Updates
Eloqua & Responsys
CQ5 & AEM 6
BrightEdge & Marin
Salesforce & DWH
Marketing Machine
#MME14
IntelligenceWhat is the best
that could happen?
KnowledgeWhat will happen?
InformationWhy did it happen?
DataWhat happened?
#MME14
Talent Solutions Acquisition Nurture
#MME14
- Quadrupled inquiries- Doubled SQO’s
- Impacted 10% LTS revenue
Sales Solutions Event Follow Up
#MME14
- Batch campaigns cut 40%- Tripled inquiry to conversion rate
- 40% inquiries globally
Marketing Solutions Education Nurture
#MME14
- 30% of all inquiries- 15% impact on revenue
- Batch campaigns cut 45%
Key Takeaways
1. Members first2. Create a competitive and cultural advantage through talent3. Be like water, embrace change
#MME14
“You must be shapeless, formless, like water.
When you pour water in a cup, it becomes the cup. When you pour water in a bottle, it becomes the bottle.
When you pour water in a teapot, it becomes the teapot. Water can drip and it can crash.
Become like water my friends.”
#MME14