Linked in data to power sales - dreamforce nov 18 2013 - vfinal w. appendix

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

9@drebang @londonjames

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?

16@drebang @londonjames

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

19@drebang @londonjames

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

@drebang @londonjames 23

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

31@drebang @londonjames

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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