What B2B Marketers Can Learn From B2C Marketers and Vice Versa
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This document discusses what B2B marketers can learn from B2C marketers and vice versa. It notes that 52% of senior marketers believe there are both similarities and differences between B2B and B2C marketing. The document then focuses on lessons learned from the marketing operations at LinkedIn. It emphasizes building for scale initially to allow for future agility, ensuring marketing systems and data are well integrated, and organizing data to provide insights. It also stresses hiring people with curiosity to enable organizational transformation.
What B2B Marketers Can Learn From B2C Marketers and Vice Versa
- 1. WILL HAMLIN JAKE BAILEY What B2B Marketers Can Learn From B2C Marketers and Vice Versa
- 2. 2
- 3. What comes to mind when we say B2C marketing?
- 4. What comes to mind when we say B2C marketing?
- 5. What comes to mind when we say B2C marketing?
- 6. What comes to mind when we say B2C marketing?
- 7. What comes to mind when we say B2B marketing?
- 8. What comes to mind when we say B2B marketing?
- 9. What comes to mind when we say B2B marketing?
- 10. A poll of senior marketers asked, “is B2B marketing truly different from B2C marketing?” 52%“Yes and No”
- 12. 12 To create economic opportunity for every member of the global workforce LinkedIn’s vision
- 13. 13 347MMembers Growing at more then 2 members per second
- 14. 14 94%Of Fortune 100 companies use LinkedIn Talent Solutions to hire
- 15. 15 Marketing at LinkedIn Consumer / Brand Talent Solutions Marketing Solutions Sales Solutions Global Marketing Operations (GMO)
- 16. RunMeasureBuild 16 Marketing at LinkedIn Global Marketing Operations (GMO)
- 17. 17 Build the machine to enable world class marketing at scale. GMO’s mission
- 19. If you only remember 4 things… 1. Build for scale to allow for agility down the road 2. Investments in integrations pay off 3. Organized data can tell a beautiful story 1. Hire for curiosity and enable transformation
- 21. 21
- 22. 22 Member 1 Member 2 Member 3 Campaign 1 Campaign 2 Campaign 3
- 23. 23 Member 1 Member 2 Member 3 Campaign 1 Campaign 2 Campaign 3 Prioritization Engine
- 24. 125MB2C emails cut in last 4 months 103MB2B/Monetization emails cut in 1.5 years
- 25. 25 Process - Common Ground Key Takeaway: Build for scale to allow for agility down the road Actionable Tip: Do a full audit of your messaging strategy. Are your customers/members receiving conflicting actions?
- 33. 9xAverage CTR <$9Cost Per Lead
- 36. Examples Global Marketing Operations p.36
- 37. Examples Global Marketing Operations p.37
- 39. 39 Systems - Common Ground Key Takeaway: Investments in integrations pay off Actionable Tip: Eloqua can powerfully integrate with other B2B systems, but Responsys integrates more seamlessly with data warehouses
- 43. Data Warehouse
- 44. Year in Review
- 46. 32%Unique Open Rate 13%Unique CTR 73MEmails Sent 51MPage Views 2.3MMember Invites
- 48. 34%Unique Open Rate 27%Unique CTR 78%Unique Click to Open Rate
- 49. 49 Data - Common Ground Key Takeaway: Organized data can tell a beautiful story Actionable Tip: Create one source of truth and build all integrations off that source
- 51. 51 How do you find talent? 254,695
- 52. 52 United States 94117 How do you find talent? 254,695
- 53. 53 United States 94117 How do you find talent? 10,386
- 54. 54 United States 94117 How do you find talent? 10,386
- 55. 55 United States 94117 How do you find talent? 6,275
- 56. 56
- 58. Build a Culture of Transformation 71%
- 59. 59 People - Common Ground Key Takeaway: Hire for curiosity and enable transformation Actionable Tip: Ask questions about curiosity. What have they learned recently? What do they want to learn this year? What excites them?
- 60. If you only remember 4 things… 1. Build for scale to allow for agility down the road 2. Investments in integrations pay off 3. Organized data can tell a beautiful story 1. Hire for curiosity and enable transformation
- 61. What are you curious about?
- 62. Questions?
Editor's Notes
- #2: Dan
- #3: Will- starts Linkedin into marketing into process Systems – Will Data - Jake People – Will End - Will
- #4: Essentially, B2C marketing may be thought of as Don Draper
- #5: Essentially, B2C marketing may be thought of as Don Draper
- #6: Essentially, B2C marketing may be thought of as Don Draper
- #7: Essentially, B2C marketing may be thought of as Don Draper
- #8: Essentially, B2b marketing may be thought of as a data or content nerd
- #9: Essentially, B2b marketing may be thought of as a data or content nerd
- #10: Essentially, B2b marketing may be thought of as a data or content nerd
- #11: In reality, B2C and B2B come together to form a nerdier, sexier Don Draper. LinkedIn is a B2B business built on a B2C platform
- #12: In reality, B2C and B2B come together to form a nerdier, sexier Don Draper. LinkedIn is a B2B business built on a B2C platform
- #13: Before we dive into what makes nerdy don drapper, lets understand how operations fits into LinkedIn and its mission.
- #14: Before we dive into our sexy don drapperness, lets step back for a sec and understand who LinkedIn is. Our Mission is:
- #15: Before we dive into our sexy don drapperness, lets step back for a sec and understand who LinkedIn is. Our Mission is:
- #16: How is the marketing department set up?
- #17: How is the marketing department set up?
- #18: Dan
- #19: Dan
- #20: 1x1 set up
- #21: Dan
- #22: Dan
- #23: Dan
- #24: Dan
- #25: Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review. This campaign was sent out
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- #27: Dan
- #34: Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review. This campaign was sent out
- #39: Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review. This campaign was sent out
- #40: Dan
- #41: Dan
- #42: This beautiful , readable graphic shows ~100 companies in 2011
- #43: 1876 companies in 2015. Ranging from SEO to Project management to API services to Sales enablement. There is a whole section in the middle there called “Data Management” Keeping your data in one place is key to navigating the marketing technology landscape. Otherwise you will be stuck trying to tie things together rather then actually using the stuff. It all comes down to having one central source of truth so you can push and pull data to these various platforms to help drive your business
- #44: Like Will just spoke about, data can live in various areas but the key to scalablity is having one central point of truth. Once you have a central point of truth, you can tie all your various systems to the data instead of managing and wrangling your various data silos. Here is a quick overview of how LinkedIn sets up its systems – Is this interesting?
- #45: Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review. This campaign was sent out
- #46: Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review. This campaign was sent out
- #47: Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review. This campaign was sent out
- #48: Our data set up was first utilzed on the consumer side for campaigns like our annual Year in Review. This campaign was sent out
- #49: This campaign was sent out to 10s of thousands of members
- #50: Dan
- #51: Dan
- #52: Dan
- #53: Dan
- #54: Dan
- #55: Dan
- #56: Dan
- #57: Dan
- #58: 1x1 set up
- #59: 1x1 set up
- #60: Dan
- #61: 1x1 set up
- #62: 1x1 set up
- #63: 1x1 set up