From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Establishing A New Marketing Technology Function In A Complex Environment. PRESENTATION: Marketing Technology at LinkedIn - Lessons From The Trenches - Given by Saad Hameed, @SaadVirtus - Linkedin, Head of Marketing Technology

1. Breaking the mold
www.linkedin.com/in/SaadVirtus
@SaadVirtus
Marketing Technology at LinkedIn:
Lessons From The Trenches
Saad Hameed

3. Connect the world’s professionals to
make them more productive and
successful
LinkedIn’ mission
3

5. 21%
31%
42%
No Score Low Score High Score
Account propensity model
average close rate

6. Lesson #1: Strategy and Plan Before Tactics
Buyer
/Member
1.
Strategy/Pl
anning
2.
Product/Sol
ution
Marketing
3.
Program/Cam
paign
Management
4. Content
Management
5.
Communication
Channels
Management
6. Sales
Acceleration/
Enablement
7.
Performance
Measurement
& Analytics
Buyer/Member
voice and
behavior are
critical to
optimization

7. 
Dashboards, Reports, & Measurement
Marketing Automation
Segmentation
Channels
Layer
Analytics
Layer
Automation/C
ampaign
Layer
Data
Layer
Insights
Layer
Management/Collaboration
Advanced
Evolving
Gap/Limitation
Best-in-class
Integrations
TECHNOLOGYHEATMAP-SAMPLE

8. Lesson #2: Optimize Customer Experience

9. Lesson #3: Build Technology Incubator to Propel Ideas
• Determine business, tech., & ops owners
• Gather high level use cases
• Assess vendors & in-house solutions
• Recommend final solution
• SCRUM based Pilot
• Go/No-Go based on Pilot learning
• Go/No-Go based on Pilot results
• Transfer knowledge of pilot to stakeholders
• Scale the solution globally

10. Lesson #4: Talent + Agile Initiatives = Success^2

11. 6 Months: From Inception to Delivery of Marketing Datamart & BI Tool
Joydeep Banerjee
Wei Zhang
May Xu
Saad Hameed
Katherine Nepo
Dacheng Zhao

12. Lesson #5: Innovation Hacking Leads to Groundbreaking Ideas

13. Lesson #6: Challenge the Norm – Break the Mold

14. Consumers Are Losing Trust in Campaign Based
Marketing!
14“The Power Of Customer Context Beyond Campaigns: Build A Contextual Marketing Engine”, Forrester Research, Inc., April 14, 2014

15. It’s the Customer Context, stupid
Customer Behavioral Context
Customer Needs Context
Customer Communication
Context
Copyright LinkedIn Corporation, 2014

16. Solution: Machine Learning Enabled Campaigns
Single source of truth (SSOT) Datamart
Real-time Intelligent Marketing Cloud,
that recommends the right content/offer/channel based
on the context/lifecycle and product
fit/propensity/engagement of the member/buyer
Marketing Automation solution/LinkedIn
Lead Accelerator orchestrates the
communication of right offer/content to customers
across all channels
Marketing Automation
Copyright LinkedIn Corporation, 2014
LinkedIn Corporation
Patent Pending

17. SUMMARY
1. Strategy and Plan Before Tactics
2. Optimize Customer Experience
3. Build Technology Incubator to Propel Ideas
4. Talent + Agile Process = Success^2
5. Innovation Hacking Leads to Groundbreaking
Ideas
6. Challenge the Norm – Break the Mold