Russell Glass-Head of Marketing Products at LinkedIn presentation deck from the LinkedIn B2B Forum, March 24th 2015 at the Hamyard Hotel as part of Advertising Week Europe.
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
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.
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.
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.
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
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
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