the relevance imperative - b2b connect sp 2015
TRANSCRIPT
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Penry PriceVice President, Marketing Solutions
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Today’s Reality
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Target Customer
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(Massive) Missed Opportunity
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95%LEAVE WITHOUT CONVERTING
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95%LEAVE WITHOUT CONVERTING
20%OPEN EMAIL
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1%Success Rate
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The Crux of the Problem:
Relevance at Scale
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Bob Dylan
“The Times They Are a Changin”
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Five Trends Putting Wind in Our Sails
FIVE TRENDS
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Relevance in Mobile Becomes Reality
TREND ONE
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50% of unique visiting
members are mobile visitors*
*LinkedIn 1Q2015
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Brands Leverage Data to be Relevant
With Better Content and Experiences
TREND TWO
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“Hello, Mr. Price. We recognize
you by your phone number. Are
you calling about your flight
tomorrow?”
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Technology is Unlocking a Vast
Nurturing Opportunity
TREND THREE
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Target Customer
Relevance Marketing
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We’re Getting Better at Predicting
Success
TREND FOUR
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The Fusion of Advertising and Marketing
Technology
TREND FIVE
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Marketing Automation
Ad Technology
Relevance Marketing
Scale
Pers
on
aliz
ation
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Our Audience
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= Over 364 million members in over 200 countries and territories.
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Publishing
Platform
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Publishing
Platform
1MPosts
10KPosts/Day
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Be The Most Effective Platform For
Marketers to Engage With Professionals
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Be Relevant Early
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Be Relevant On and Off Desktop
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Be Relevant to Known and Anonymous
Audiences, Wherever They Travel Online
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WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE
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Measure Your Relevance
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Target Customer
Relevance Marketing
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