Linked in data to power sales - dreamforce nov 18 2013 - vfinal w. appendix
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LinkedIn developed a data-driven approach to sales that blends account lens, analytics, and automation. They focus on understanding accounts at a high level by considering size of opportunity and likelihood. Analytics models assign scores to prioritize accounts. Automation uses triggers from user behavior and signals to proactively engage customers. Key learnings include the need for cross-functional partnerships and an experiment-measure approach to continuously improve the system. The goal is to leverage LinkedIn's data to power the most effective sales and marketing.
Linked in data to power sales - dreamforce nov 18 2013 - vfinal w. appendix
- 1. 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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- 3. We lead sales systems & data insights at LinkedIn www.linkedin.com/in/andresbang @drebang www.linkedin.com/in/jamesraybould @londonjames @drebang @londonjames 3
- 4. 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
- 5. LinkedIn has 3 B2B units and a sales team for each 259M+ Hire Members Worldwide Market Sell ~$1B in Revenue 2012; ~85%YoY @drebang @londonjames 5
- 6. “Leveraging data to drive sales at LinkedIn” Agenda LinkedIn’s approach Learnings & tips @drebang @londonjames 6
- 7. “Leveraging data to drive sales at LinkedIn” Agenda LinkedIn’s approach Learnings & tips @drebang @londonjames 7
- 8. LinkedIn’s data driven approach blends 3 key elements Users/buyers Data Technology @drebang @londonjames 8
- 9. Today let’s discuss 3 A’s: Account lens. Analytics. Automation. ACCOUNT LENS Buyer Data Technology ANALYTICS AUTOMATION @drebang @londonjames 9
- 10. Let’s start with our first “A”: Account Lens ACCOUNT LENS Buyer Data Technology ANALYTICS AUTOMATION @drebang @londonjames 10
- 11. Companies don’t buy products And people don’t buy products People on behalf of companies buy products
- 12. We focus at account level and consider “how big?” & “how likely?” High Size Of Prize How Big? Low Temperature High How Likely? @drebang @londonjames 12
- 15. We focus at account level and consider “how big?” & “how likely?” High Size Of Prize How Big? Low Mktg automation + Field Sales “Red Carpet” Mktg automation Inside Sales Temperature High How Likely? @drebang @londonjames 15
- 16. Analytics is the 2nd “A” in our pyramid ACCOUNT LENS Buyer Data Technology ANALYTICS AUTOMATION @drebang @londonjames 16
- 17. Each model results in 1 number, which we use to sort @drebang @londonjames 17
- 18. We start with defining each metric, then build our models Size of Prize At full potential, how much ($) 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
- 19. Automation is the final “A” in our pyramid ACCOUNT LENS Buyer Data Technology ANALYTICS AUTOMATION @drebang @londonjames 19
- 20. We are turning our team from beat cops... @drebang @londonjames into Batman 20
- 21. 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
- 22. We describe our approach as event-based account management event-based account management (eBAM) @drebang @londonjames 22
- 23. 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
- 24. Our goal is simplicity for the user, it just works. The complexity is “underneath the water” @drebang @londonjames 24
- 25. High Level Solution Architecture – We use SFDC as a Platform Firewall BOOMI ATOM DATA WAREHOUSE PROPRIETARY DATA SOURCES & APPLICATIONS 25
- 26. 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
- 28. Crystal Ball Account Intelligence @drebang @londonjames 28
- 29. Crystal Ball Contact Intelligence @drebang @londonjames 29
- 31. 3 A’s: Account lens. Analytics. Automation. ACCOUNT LENS Buyer Data Technology ANALYTICS AUTOMATION @drebang @londonjames 31
- 32. “Leveraging data to drive sales at LinkedIn” Agenda LinkedIn’s approach Learnings & tips @drebang @londonjames 32
- 33. #1 We need strong business AND analytics AND technology partnership @drebang @londonjames 33
- 36. 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
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