“Be Like Water”Change Marketing – always be beta

“Be Like Water”Change Marketing – always be beta

#MME14

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

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Our Mission.Connect the world’s professionals to make them more productive and successful

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LinkedIn connects talent with opportunity at massive scale

Scalable Technology & Infrastructure

Changes in User Behaviour

Fundamentally transforming the way the world works

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#MME14

#MembersFirst

#MME14

- Member engagement- Brand vs member experience

- Provide delight

Agenda

• The ‘problem’ (talent gap)• The goal (automated lifecycle marketing)• Getting there (be member obsessed & innovative)

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“Be Like Water“

#MME14

#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

What are we solving for?

Right Message, Right Time, Right Member, Right Channel

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#MME14

#MME14

Create a competitive and cultural advantage by investing in talent

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Plan Run

Build Measure

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LinkedIn Marketing Solutions

InMails, Ads, Sponsored Updates

Eloqua & Responsys

CQ5 & AEM 6

BrightEdge & Marin

Salesforce & DWH

Marketing Machine

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buy own

12

3

awarenesseducation

consideration

preference

4

5

6

7

adoption

advocacy

champion

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IntelligenceWhat is the best

that could happen?

KnowledgeWhat will happen?

InformationWhy did it happen?

DataWhat happened?

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Marketing Operations TeamInnovation

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Nurture Ecosystem Overview

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Talent Solutions Acquisition Nurture

#MME14

- Quadrupled inquiries- Doubled SQO’s

- Impacted 10% LTS revenue

Talent Solutions Re-Engagement Nurture

#MME14

- Keep LinkedIn top-of-mind

Sales Solutions Event Follow Up

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- Batch campaigns cut 40%- Tripled inquiry to conversion rate

- 40% inquiries globally

Sales Solutions Prospect Nurture

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- Remove education burden from sales

Marketing Solutions Education Nurture

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- 30% of all inquiries- 15% impact on revenue

- Batch campaigns cut 45%

Content

Be real. Be brief. Be great.

#MME14

#MME14

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

Thank Youie.linkedin.com/in/eoinwhite/