Learn 3 Key Concepts of
How LinkedIn Made Their Sales Org More Effective “Leveraging Data to Drive Sales at LinkedIn” James Raybould, LinkedIn, Sr. Director Insights and Enterprise Marketing Andres Bang, LinkedIn, Head of Global Sales and Operations Systems

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We lead sales systems &
data insights at LinkedIn www.linkedin.com/in/andresbang @drebang www.linkedin.com/in/jamesraybould @londonjames @drebang @londonjames 3

Today’s story starts in 2010
with an ambitious goal “Power the most effective enterprise sales & marketing engine in the world by leveraging LinkedIn's unique data assets” @drebang @londonjames 4

LinkedIn has 3 B2B units
and a sales team for each 259M+ Hire Members Worldwide Market Sell ~$1B in Revenue 2012; ~85%YoY @drebang @londonjames 5

“Leveraging data to drive sales
at LinkedIn” Agenda  LinkedIn’s approach  Learnings & tips @drebang @londonjames 6

“Leveraging data to drive sales
at LinkedIn” Agenda  LinkedIn’s approach  Learnings & tips @drebang @londonjames 7

LinkedIn’s data driven approach blends
3 key elements Users/buyers Data Technology @drebang @londonjames 8

Today let’s discuss 3 A’s:
Account lens. Analytics. Automation. ACCOUNT LENS Buyer Data Technology ANALYTICS AUTOMATION @drebang @londonjames 9

Let’s start with our first
“A”: Account Lens ACCOUNT LENS Buyer Data Technology ANALYTICS AUTOMATION @drebang @londonjames 10

Companies don’t buy products And
people don’t buy products People on behalf of companies buy products

We focus at account level
and consider “how big?” & “how likely?” High Size Of Prize How Big? Low Temperature High How Likely? @drebang @londonjames 12

LOW
LOW
MEDIUM
HIGH

LOW LOW MEDIUM Account Temperature
HIGH

We focus at account level
and consider “how big?” & “how likely?” High Size Of Prize How Big? Low Mktg automation + Field Sales “Red Carpet” Mktg automation Inside Sales Temperature High How Likely? @drebang @londonjames 15

Analytics is the 2nd “A”
in our pyramid ACCOUNT LENS Buyer Data Technology ANALYTICS AUTOMATION @drebang @londonjames 16

Each model results in 1
number, which we use to sort @drebang @londonjames 17

We start with defining each
metric, then build our models Size of Prize At full potential, how much ($) will this account spend with LI? What Data  Temperature How likely/soon is this account to convert to Closed Won? Linkedin.com data   Hiring activity & number of recruiters   Industry and location Company size @drebang Aggregation of decisionmaker & influencer activity  Web visits, whitepaper downloads, “Contact me”  @londonjames LinkedIn.com engagement 18

Automation is the final “A”
in our pyramid ACCOUNT LENS Buyer Data Technology ANALYTICS AUTOMATION @drebang @londonjames 19

We are turning our team
from beat cops... @drebang @londonjames into Batman 20

Big data surfaces active and
passive signals to act as triggers Active Signals  Visiting mktg website, taking action Passive Signals Sample signals  Customer hasn’t used product in past 2 weeks  Social Media Status updates  Profile/role changes (LinkedIn)  Mktg or sales have not contacted in X months  Renewal dates, anniversaries, birthdays @drebang @londonjames 21

We describe our approach as
event-based account management event-based account management (eBAM) @drebang @londonjames 22

We’re live with “Crystal Ball”:
right triggers at right accounts at right time Account Alerts - 78 Workday Decision Maker Move Aug 27 Jane Doe, a DM at AcmeCo joined White paper downloaded Aug 26 John Smith, downloaded paper D Product buy (Linkedin.com) Aug 23 Sally Jones, purchased product F Netflix Seat Holder Move Aug 27 Bob Miller, moved from BobCo to Marketing email opened Aug 26 Emily Taylor, opened email K @drebang @londonjames 23

Our goal is simplicity for
the user, it just works. The complexity is “underneath the water” @drebang @londonjames 24

High Level Solution Architecture –
We use SFDC as a Platform Firewall BOOMI ATOM DATA WAREHOUSE PROPRIETARY DATA SOURCES & APPLICATIONS 25

Crystal Ball Results 4 Months
from concept to deployment. < 1 Month for data orchestration and piping. 50x more data in span of a month. 26

Crystal Ball Alerts @drebang @londonjames
27

Crystal Ball Account Intelligence @drebang
@londonjames 28

Crystal Ball Contact Intelligence @drebang
@londonjames 29

Crystal Ball Collaboration @drebang @londonjames
30

3 A’s: Account lens. Analytics.
Automation. ACCOUNT LENS Buyer Data Technology ANALYTICS AUTOMATION @drebang @londonjames 31

“Leveraging data to drive sales
at LinkedIn” Agenda  LinkedIn’s approach  Learnings & tips @drebang @londonjames 32

#1 We need strong business
AND analytics AND technology partnership @drebang @londonjames 33

#2 Keep it simple @drebang
@londonjames 34

#3 Experiment, Measure… Repeat… @drebang
@londonjames 35

Entering 2014, we’re inspired by
the same goal as in 2010 “Power the most effective enterprise sales & marketing engine in the world by leveraging LinkedIn's unique data assets” @drebang @londonjames 36

@drebang
@londonjames

@drebang
@londonjames

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