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Ad Week Europe, B2B Forum- The Future of B2B: The Rise of the Data-Driven, Customer Focused Business

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Russell Glass-Head of Marketing Products at LinkedIn presentation deck from the LinkedIn B2B Forum, March 24th 2015 at the Hamyard Hotel as part of Advertising Week Europe.

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Ad Week Europe, B2B Forum- The Future of B2B: The Rise of the Data-Driven, Customer Focused Business

  1. 1. RUSSELL GLASS Head of Products LinkedIn Marketing Solutions LINKEDIN, BIZO AND BIG DATA: INTRODUCING THE NEW B2B
  2. 2. The Future of B2B: The Rise of the Data-Driven, Customer Focused Business Russell Glass Head of Marketing Products at LinkedIn
  3. 3. The Future of B2B: The Rise of the Data-Driven, Customer Focused Business 3
  4. 4. “The number of transistors on a computer chip will double approximately every two years.” Gordon Moore, founder of Intel 4
  5. 5. 90: The Percentage of Existing Data That Has Been Created in the Past Two Years 5
  6. 6. 1,000: How Many Times Faster the Microprocessor in Your Smartphone Is Compared with Apollo 11’s Launch Computer 6
  7. 7. 7
  8. 8. “Big data is the most disruptive business force there is. Big data is the stuff that is really moving economic power from one group to another.” Geoffrey Moore, Crossing the Chasm and Inside the Tornado 8
  9. 9. 9
  10. 10. 10
  11. 11. “You can really be David to the big companies’ Goliath by leveraging data effectively.” Brian Kardon, CMO of Lattice Engines 11
  12. 12. Here’s your slingshot: The marketing stack. 12
  13. 13. 13
  14. 14. “Marketing is sitting on top of this treasure trove of data.” Glenn Gow, President of Crimson Marketing 14
  15. 15. 15 This “treasure hunt” takes place in the digital world -- created during the 90% of the buyer’s journey that takes place online as prospects self-educate anonymously by visiting websites, social media, search engines.
  16. 16. 45%: The Denialists 16 10%: The Pioneers 45%: The Frozen
  17. 17. How Are The Pioneers Already Using Data to Boost Their Marketing Performance? 17
  18. 18. How A/B Testing Helped Raise an Extra $60 Million 18
  19. 19. 1919 The Result One combination performed so well in generating sign-ups, it led to an extra $60 million in fundraising for the campaign. The best part of this story? The combination favored by the campaign finished dead last in the test. The Obama 2008 team tested 24 iterations of visuals and call-to-action combination for fundraising on the organization’s website.
  20. 20. Using Predictive Analytics to Target Prospects Who Are Ready to Buy 20
  21. 21. 2121 The Result Prospects most likely to buy routers from Juniper Networks had recently signed a lease for new office space. The best prospects for Autodesk, which markets CAD/CAM software, had posted help wanted ads for new CAD/CAM engineers. Lattice Engines—like Mintigo, Infer, and other companies— uses big data to analyze the offline and online characteristics of a company’s prospects and customers.
  22. 22. How SaaS Enables Powerful Customer Insight and Product Improvement 22
  23. 23. 2323 The Result This kind of customer insight led to 30% increases in renewal rates and an industry leading product. With software as a service, Eloqua had insight into how its customers were using the product, when they were using it and how often they were using certain features.
  24. 24. “You’ve got to start with the customer experience and work back toward the technology – not the other way around.” --Steve Jobs 24
  25. 25. 25
  26. 26. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? PRINCIPLE NO. 1 Determine what you know (and want to know) about your customer. 26
  27. 27. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 27 PRINCIPLE NO. 2 Start small by thinking, ‘Big data, little triggers.’
  28. 28. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 28 PRINCIPLE NO. 3 Be prudent but not shy about investing in technology: CRM systems are a must, marketing automation is becoming so, and analytics tools are a no-brainer.
  29. 29. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 29 PRINCIPLE NO. 4 Hire the right people. Marketers must hire data-oriented people, math majors, and left-brained thinkers.
  30. 30. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 30 PRINCIPLE NO. 5 Test, test, test, measure, measure, measure. Ideally, measure your contribution to revenue: It is the way to prove marketing’s value.
  31. 31. “Data might be the new oil, but a lot of us just need gasoline.” Derrick Harris, Technology Writer
  32. 32. LinkedIn provides unmatched data -- “refined gasoline”– on business professionals that marketers can use to fuel their own data-driven, customer focused businesses.
  33. 33. products that impact every stage of your funnel and get results LinkedIn Marketing Solutions 33 Onsite Display Network Display Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting
  34. 34. ©2014 LinkedIn Corporation.All Rights Reserved.©2014 LinkedIn Corporation.All Rights Reserved.

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