Breaking the mold

www.linkedin.com/in/SaadVirtus

@SaadVirtus

Marketing Technology at LinkedIn:

Lessons From The Trenches

Saad Hameed

Connect the world’s professionals to

make them more productive and

successful

LinkedIn’ mission

3

21%

31%

42%

No Score Low Score High Score

Account propensity model

average close rate

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

Dashboards, Reports, & Measurement

Marketing Automation

Segmentation

Channels

Layer

Analytics

Layer

Automation/C

ampaign

Layer

Data

Layer

Insights

Layer

Managem

ent/

Colla

bora

tion

Advanced

Evolving

Gap/Limitation

Best-in-class

Inte

gra

tions

TE

CH

NO

LO

GY

HE

AT

MA

P

-S

AM

PL

E

Lesson #2: Optimize Customer Experience

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

Lesson #4: Talent + Agile Initiatives = Success^2

6 Months: From Inception to Delivery of Marketing Datamart & BI Tool

Joydeep Banerjee

Wei Zhang

May Xu

Saad Hameed

Katherine Nepo

Dacheng Zhao

Lesson #5: Innovation Hacking Leads to Groundbreaking Ideas

Lesson #6: Challenge the Norm – Break the Mold

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

It’s the Customer Context, stupid

Customer Behavioral Context

Customer Needs Context

Customer Communication

Context

Copyright LinkedIn Corporation, 2014

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

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