linked in data to power sales - dreamforce nov 18 2013 - vfinal w. appendix
TRANSCRIPT
Learn 3 Key Concepts of How
LinkedIn Made Their Sales Org
More Effective
James Raybould, LinkedIn, Sr. Director Insights and Enterprise Marketing
Andres Bang, LinkedIn, Head of Global Sales and Operations Systems
“Leveraging Data to Drive Sales at LinkedIn”
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Safe harbor
www.linkedin.com/in/jamesraybould
@londonjames
www.linkedin.com/in/andresbang
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We lead sales systems & data insights at LinkedIn
@drebang
@drebang @londonjames
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”
4@drebang @londonjames
259M+ Members Worldwide
~$1B in Revenue 2012; ~85%YoY
Hire SellMarket
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LinkedIn has 3 B2B units and a sales team for each
@drebang @londonjames
LinkedIn’s approach
Learnings & tips
“Leveraging data to drive sales at LinkedIn” Agenda
6@drebang @londonjames
LinkedIn’s approach
Learnings & tips
“Leveraging data to drive sales at LinkedIn” Agenda
7@drebang @londonjames
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Users/buyers
Data Technology
LinkedIn’s data driven approach blends 3 key elements
@drebang @londonjames
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ANALYTICS
ACCOUNT LENS
AUTOMATION
Buyer
Data Technology
Today let’s discuss 3 A’s: Account lens. Analytics. Automation.
10@drebang @londonjames
ANALYTICS
ACCOUNT LENS
AUTOMATION
Buyer
Data Technology
Let’s start with our first “A”: Account Lens
People on behalf of companies buy products
Companies don’t buy products
And people don’t buy products
We focus at account level and consider “how big?” & “how likely?”
High
Size Of
Prize
How Big?
Low HighTemperature
How Likely?
@drebang @londonjames 12
LOW
MEDIUM
LOWHIGH
Account Temperature
LOW
MEDIUM
LOWHIGH
Low
High
High
Size Of
Prize
How Big?Inside
Sales
“Red
Carpet”
Mktg
automation
+ Field Sales
Mktg
automation
We focus at account level and consider “how big?” & “how likely?”
@drebang @londonjames 15
Temperature
How Likely?
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ANALYTICS
ACCOUNT LENS
AUTOMATION
Buyer
Data Technology
Analytics is the 2nd “A” in our pyramid
Each model results in 1 number, which we use to sort
@drebang @londonjames 17
At full potential,
how much ($) will this
account spend with LI?
How likely/soon
is this account to
convert to Closed Won?
Size of Prize Temperature
Linkedin.com data
Hiring activity
& number of recruiters
Industry and location
Company size
What
Data Aggregation of decision-
maker & influencer activity
Web visits, whitepaper
downloads, “Contact me”
LinkedIn.com engagement
We start with defining each metric, then build our models
@drebang @londonjames 18
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ANALYTICS
ACCOUNT LENS
AUTOMATION
Buyer
Data Technology
Automation is the final “A” in our pyramid
We are turning our team from beat cops... into Batman
@drebang @londonjames 20
@drebang @londonjames 21
Mktg or sales have not contacted in X months
Big data surfaces active and passive signals to act as triggers
Visiting mktg website, taking actionA
ctive
Sig
na
ls
Social Media Status updates
Profile/role changes (LinkedIn)
Customer hasn’t used product in past 2 weeks
Sample signals
Renewal dates, anniversaries, birthdaysPassiv
e
Sig
nals
event-based
account management
(eBAM)
We describe our approach as event-based account management
@drebang @londonjames 22
Decision Maker MoveWorkday Aug 27
Account Alerts - 78
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
Seat Holder Move Aug 27 Bob Miller, moved from BobCo to
Marketing email opened Aug 26 Emily Taylor, opened email K
Netflix
We’re live with “Crystal Ball”: right triggers at right accounts at right time
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Our goal is simplicity for the user, it just works.
The complexity is “underneath the water”
@drebang @londonjames24
BOOMIATOM
DATAWAREHOUSE
Firewall
PROPRIETARYDATA SOURCES& APPLICATIONS
High Level Solution Architecture – We use SFDC as a Platform
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50x
4 Months
more data in span of a month.
from concept to deployment. < 1 Month for
data orchestration and piping.
Crystal Ball Results
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@drebang @londonjames 27
Crystal Ball Alerts
@drebang @londonjames 28
Crystal Ball Account Intelligence
@drebang @londonjames 29
Crystal Ball Contact Intelligence
@drebang @londonjames 30
Crystal Ball Collaboration
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ANALYTICS
ACCOUNT LENS
AUTOMATION
Buyer
Data Technology
3 A’s: Account lens. Analytics. Automation.
LinkedIn’s approach
Learnings & tips
“Leveraging data to drive sales at LinkedIn” Agenda
@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”
36@drebang @londonjames
@drebang @londonjames
@drebang @londonjames
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