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foreign [Music] hope you are all having an exciting and fantastic morning my name is ilesh and I support our business and Partnerships team for our advertising what is also known as the linking marketing solution business I want to start with saying thank you um you all are our face in the market and you all do like what we want to do and aspire to do in terms of creating economic opportunities for the global Workforce today is an exciting day I think we are going to hear from two of the LinkedIn Legends uh between them they have Decades of experience in technology in ads and at LinkedIn they bring wealth of knowledge and experience and they'll be talking about how we think about B2B the opportunity how we think about the The Innovation how we think about product development in a very critical role that you all play in making our customers successful um so without further Ado let's invite gianda sachdeva and Ashwin kannan with a big round of applause [Applause] [Music] [Music] isn't it exciting Ganda it is it's very exciting to be back day two hi everyone so I think we will start with uh we have a tradition in LinkedIn that we start with introducing ourselves and then also saying what's one thing that is not on your LinkedIn profile uh so hi everyone I'm excited to be back here and hi everyone on the live stream too um so one thing my name is Ganda I lead product for Marketing Solutions and I work with these fine gentlemen um and one thing that's not on my LinkedIn profile is I have two little kids at home six and four who keep me extremely busy so when I'm not here building products for you guys I am probably answering some of their crazy questions so that's that's not on my profile one day one day when they're old enough they'll have their own profiles and not correct all right I'm Ashwin I lead engineering for Marketing Solutions Canada's counterpart I've been here at LinkedIn about 10 years in ad industry for even longer and I'll stay with the Family theme and my kids are technically adults both of them and now it's getting harder and harder to find things that we actually do together and share in common because I'm very excited that yesterday or day before I bought Taylor Swift ticket concerts Sunset tickets so you're following it it's very hard to get and I'm a fan my wife's a fan my son doesn't want to admit it but he's a fan my daughter sent me a fan so we're all going to Taylor Swift in July so that's my win yeah and for for me uh what's not on my LinkedIn profile what it is what is on the LinkedIn profile uh it says that I speak three languages but in reality I actually speak fourth language and that fourth language is Partnerships I truly truly believe that when people themes orgs companies and communities partner we can do one plus one equal to eleven and I think that's what we do in the ecosystem with you all so with that um for today what we are going to hear from Ashwin is how we think about our vision for B2B how we think about developing products uh and innovation in a very very critical role that you all play helping us do do what what we do so I think with that said um we'll start with Ganda uh also while we are having this conversation I definitely encourage you all to submit any questions that you have in slider hopefully we'll have some time at the end of the session to take some live questions as well so again the like let's start with you I think you you painted an amazing Vision yesterday maybe not everybody was there can you tell us a little bit more about how do you think about growth in B2B and B2B marketers and Brands and what's your vision yeah um yeah this is this is something we think about a lot and in fact this this is one where we start every day what is the vision what are we working towards and one of the things that we've come to realize over especially over the last couple of years is the job of p2b marketers is only getting harder like there are macro conditions that we all know about the economic uncertainty that's looming over everybody and then there are the Privacy changes that are coming that like all the ROI equations go out the window and you rethink your Calculus and then on top of that every single tool you have for measurement for Creative everything was built for b2c and has been copied over for B2B and that last bit is really unnerving and it's completely on us to fix it and so that's become very big part of our vision that how do we build something that's truly designed for B2B and the example I give um to my teams is that you know if I in fact if I asked you and I gave you a hundred thousand dollars to go buy a luxury car I guarantee that you will have three to five Brands pop up in your head you have a mental shortlist ready to go for that category and how did that happen it happened because as a consumer you can see what people are driving and it's true for everything in our day-to-day lives you can see what people are eating liking recommending wearing driving but none of this happens in the B2B world I have no idea what people use at work for all the work that they do that happens behind the scenes it's very hard to build that Mentor shortlist and we want to change that on LinkedIn so that's a big part of our vision and then if you tie that back to the tools that beauty marketers use every day it shows up in formats how you communicate with customers and how they should be designed for B2B it should not be about short videos you can't explain B2B in 10 seconds but it should be about something that actually makes sense for the buyers and their purchasing Journeys same thing for measurement the whole all measurement ecosystem is designed around short-termism it's something that happens within 10 days 30 days 60 days but some of these B2B deals get done over quarters and years and relationships get built over a very very long time Horizon and so it's important that you have the tools you need to be able to measure that impact and show that impact back to your CFO that the conversations have started a year and a half ago is materializing into a 10 million dollar contract today that's a really big deal but being able to show that is hard today so we want to fix that and finally identity like that's something that is net new in the ecosystem in the last couple of years but it's big and in in realizing you know what has to change one one big moment for us was that the way we talk about identity in the world of digital media is very well suited to b2c it's about an individual decision maker it's about a household at Max but that is not how B2B decision making works it's a group of people who make decisions and that group wears multiple hats someone is using it someone is advocating for it someone's actually going to pay the money for it someone's gonna sign the contract and be accountable for it and so how do we find these groups in a privacy Safe Way is something that we're thinking about uh pretty deeply so marketing identity is something that's a big part of our vision but overall the big big theme is how do we make sure we build a world that's designed for B2B and how it applies to formats to um measurement and to Identity are all part of that so so Ganda I think this this vision is bold the opportunities is huge but these are also big boulders so I think if you think from the ecosystem and ours as a platform what do you think are sort of the biggest opportunities and the challenges that you foresee yeah so I'm opportunities uh uh the the example I shared yesterday is that we've all been thinking thinking about perhaps the wrong way uh because if you think about it as a Marketplace on the other side is the buyer who has zero idea on how to do any of this work how do they go to research how do they make a decision how do they build it their own confidence and most importantly how do they go back and sell to their own organization that that this needs to be purchased and so how do we have the B2B buyer and all of this is a huge growth opportunity for all of us in the ecosystem because I I'm convinced that if we can get buyers to enjoy using a platform or set of platforms the rest of the equation with marketers and sales people will fall in line because if you don't have buyers engaged then almost nothing else actually makes any difference and so for us a huge I think opportunity area is figuring out how we build for buyers how we put them at the center of the marketplace and in terms of the challenges I think um it's not easy none of this is going to be easy it's a little bit of a transformation Journey that everyone has to go through but the sooner we start the better and I and I personally think that some of these things will help lead the industry in a New Direction in the past it's always been some b2c Trend that we've copy pasted I think it's going to turn around and B2B is going to lead the way in many of these places I'm really excited about that yeah so so what I'm hearing Ganda that we are anticipating and expecting a lot of product Innovation a lot of solution Innovation a lot of business model Innovation so I think when when you think about that Ashwin um we LinkedIn as a LinkedIn being a product LED product driven company what role principles play in how we think about product development Innovation yeah that sorry that's a great question relation and I think when you think about how you started framing it now the need to innovate and many of you have probably been in that industry for a long time too I think that industry is one of them where there's been a remarkable Innovation through the years and really all the time everything from you know from creatives like how do we appeal to people uh some of the videos that Jim showed were actually very Innovative videos by our customers and partners all the way to technology you know Innovation so I think Innovation is very much the name of the game here but how but how you set it up and how you structure it is actually important and so to that point uh we are certainly very uh we we have a set of principles that we Define that we uh that then used to guide our Innovations for example one of them is Members First especially on LinkedIn this is a very key principle where we want to make sure that whatever we do benefits the member and we have the members interest in mind whenever we build any product whether it's for a marketer or a seller or a recruiter ultimately we want to help the member and the member is like you and me and and you know the 800 plus million other people on our platform so that's very core to us of course we are a business and the particular business we are a marketing solution so we are very focused on our customers and our partners and then the framing of the business further as Uganda said is we're very focused on B2B so what really makes sense for B2B is very important to understand that context and then I would put another one which is I guess maybe almost like a unset principle but we need to be we need to have like a scientific approach on how we approach build things how do you have a hypothesis how do you test it how do you learn from it how do you iterate how do you get that feedback loop and cycle so where a listening to all of you and our customers but we also have a lot of innovative ideas that can come but we need a principal way to to test them and then you know bring them to Market so I think this is like the structure is very important uh and then you know great things can happen so can you share an example like when this principle sort of comes to life uh in terms of things that we develop or are developing yeah I would say it's uh it's almost hard to pick out anyone because this is a in our DNA of how we should operate you know the fact that anybody can pitch an idea so we want to be an organization that's open to ideas from whichever angle that they come but we need a way to have principles to say does it fit into these ideas what's the likely pay off how are you going to test this and then what are we going to learn from it so I think every thing that we take to Market actually uh we we have applied all of these things along the way so I'm I I think that's there and and for example uh picking on um Jana's example of the identity work that is completely I think groundbreaking uh for all of us in the industry by the way you know none of us solve this problem two years ago and how we solve the problem is can we we can take different tax at it and our approach very much has been to put the member their privacy their controls very much at the center of how we're going to design a system where we will honor the the the the not just the the law but the spirit of what people are expecting and still build solutions that are effective where you can measure return on ad spend you can measure that you know that value that you that you're going to get from the from the program so I think it's a very in I I tell some of my Engineers it's one of the most exciting times to be an engineer because we're literally rebuilding a bunch of things uh from the ground up but in a very different way and this is also a place where uh you know we're not like the second mover we are one of the first movers like we're all moving now and I think uh we have a pretty good shot at this yeah and I think like we we also see a lot of examples in in our ecosystem where partners are actually leading and I can give you example we can give many examples but it will take a lot of time but for example when we think about companies um whether it is B2B or b2c in in this case a customer doesn't experience a company as orgs and teams and product lines uh we see this challenge uh in terms of how sales and marketing kind of comes together and how do we align them so so Partners like HubSpot are actually doing that where they are building products with us and collaborating with us to bring the sales and marketing align and drive more value uh to to our customers uh our partners such as sprinkler are actually helping us to kind of think about how does a customer take their organic and paid presence and actually make sense of that and how do they build communities how do they engage both on organic and paid side um even New Horizons that you you've probably heard in the previous session in terms of how we think about social listening and making customers smarter about their presence on LinkedIn um our friends at vidma for example like they are they are thinking about creativity which was kind of mid topic yesterday that they are helping our customers to to bring Art and Science together how do you bring the creativity of thousands and thousands of designers and how do you actually help data and AI to actually drive that um I can go on and on of like many many examples that we have the partners but uh it is actually so exciting to see that partners are actually leading um and working uh hand in hand with us are doing that with that I think theme about Innovation what are like some of the the areas and ideas that you have where Partners can actually Excel yeah great question and and we've talked about this in the past a lot that we think of the partner ecosystem as an extension of our teams it's it's not meant to be outside our team and you know there was a there's someone on in the room at one point I think in some meeting that said do you mean the r d team only do you mean the engineering team and the product team and we said no it's everyone like marketing team sales team engineering product everybody and and I think when we think of the partner ecosystem that way it opens up a lot of um opportunity for all of us to think about how we scale a lot faster how we add value a lot faster and perhaps leverage each other's Trends to innovate in the areas that make the most sense for for the specific partners that that we're working with so I think there are many ways to think about that Innovation model and we call it the co-innovation model which is how do we co-innovate with our partners um and we in fact want to bring as much closeness between the two teams as possible Amita right before this talked about how we're going to increase the discovery of Partners within the interface I'm very excited about that we can talk more about that in more detail if necessary but I feel like that's just one step towards building a much more integrated approach where there is from a customer's perspective there is no difference between engaging with this platform and another partner platform it's all integrated together and we are starting on that journey I think within partner product Discovery but there's going to be more that that comes in that roadmap and and with that of course more opportunities to innovate together as well what advice do you have for partners that's all yeah I think uh just to build up on that I would say I would love to uh have you take a more prominent role in becoming a strategic advisor to your customers to our mutual customers because you in some ways maybe even closer to them um you know the way in the in the r d organization when we build product when we think about it we often think more horizontally in terms of what features would be useful to a broad set of audience of our partners and our customers but you are experiencing every customer one one person at a time one organization at the time maybe you are a very vertically oriented maybe you're focused on Healthcare and maybe you have some ideas of you know in healthcare we really need these things to be done and solved so I think the more you can lean into the customer's growth and solving like what is it that they want to see themselves how how they can grow and succeed I think that would be really great and of course you know in giving any feedback back to us on that will go a long way and as you know in this kind of environment there's a lot of scrutiny on on where are the dollars being spent you know are they being spent well so anything you can provide on top of what we have to show that um money is well spent uh it's uh it's easy and efficient to run whatever marketing campaigns you have you've taken some friction out of the process these are all going to be great for our mutual customers it's all been great for all of us so I really look forward to that kind of a leadership role that you could play yeah and when I think about that there are like four things that I think like Focus empathy connection and Innovation um I I think like when you are in an ecosystem it's actually hard um to kind of figure out like who who are your clients who is the Target customer which is the industry and you can't really build for everybody if you try to build for everybody you can lose focus uh it's hard to kind of create unique value proposition so understanding and identifying the right segments the right customers is very very important the second thing uh in terms of empathy uh what I think we think about Partners as extensions of of ourselves like you are the voice in the face of of LinkedIn out I I would kind of extend the same thing that when you think about like working with your clients it's not just about an account number some brand somewhere there are people uh at your clients who are supporting like they are their objectives they have dreams their Ambitions they have goals what challenges that they are facing how they are succeeding so if you understand that that actually allows you to to identify even more Innovation opportunities there are many times where we see is that Innovation doesn't just mean that you are building some like Breakthrough products sometimes you know a patient can be how do you make the the most important asset at a company which is that that people more uh efficient better more strategic um connection I think it's very very important at LinkedIn one of our key values is what we call relationship matters so when we think about Innovation uh the more we lean in the more we co-develop co-innovate the more we kind of bring our customers our partners our platform together uh at the ideation stage that level of trust allows us to kind of see problems that we might not be able to see like later in the in in the timeline that allows us to to think about building products which are better which which are more relevant and do that in a faster way and the last thing is I think what Yanda and Ashwin touch being strategic with your clients is extremely extremely important you need to think about not what what your clients want but what they need and that comes from understanding what I said earlier about do you understand your client really really well do you understand the audience really well uh what are their Industries and how their industry and their parents are evolving if you think that then you become more strategic and it actually allows you to to tap into even their intelligence to to innovate if you do that then I think we can continue to build amazing product Solutions and capabilities to be successful uh so with that I think the the last we have a few more minutes but very quickly yeah what excites you it's very exciting for me it's fun I think the uh the point at which you become strategic advisors to your customers I think is a turning point in any relationship then they look to you less for executing a campaign or executing some budgets media dollars they have they look to you for advice and I think when you become advisors the equation changes are the role we play changes the role you play changes and so I think that's actually critical in unlocking um a lot of upside for your customers and for your businesses so I'm I'm really hoping that we can give you tools um that help you become that strategic advisor some intelligence tools that you can take and talk about audiences more effectively or creators more effectively and that's that's been part of the road map Amita shared some of that just before this um I think in terms of what I'm excited about there's so much to do which is always you know there's no lack of ambition here which is like the best part about B2B marketing and I feel like that's why so much so many of us are here every day in particular I'm really excited about bringing partner uh the partner ecosystem within our work clothes I am waiting for the day when we make this go live but in the campaign manager workflows seeing the partner's name pop up as soon as the customer is running into a problem that one of our partners can solve that's a very big part of our vision and strategy and the end game is that we have a robust ecosystem of Partners and there's an integrated way where there is no from a customer's perspective there is no difference they go from one platform to the other seamlessly and they're able to extract as much value as they need from from the combined value that we can provide so I'm really excited about that one and that's coming soon how about yourself yeah lots to be excited about for sure uh starting with I think you know I would love to see us get away from the vanity metrics of you know CPM and CPC and really view that as a as a legacy that that the earlier we can shed the better you know you just heard from Amita before on the revenue attribution report how do we start thinking much more end to end of what the what our customers really want to accomplish which is Success over a longer sales cycle and how do we really optimize towards that in all the things that we do I think I'm very excited by that another thing I'm excited about is hopefully a trend that we will see pick up where marketing and sales uh motions come together or at least complement each other very well and and as Ganda mentioned you know we've not really focused much on the buyer the buyers always mean this we happen to reach somebody at the right time and we are you know we pitch them certain things but how do we uh how do we really educate the buyer much earlier in the journey so that by the time you reach them they are already aware of the space and such and actually makes your job a lot easier and you know sometimes when we think about these things we think about this Grand View as all of this Marketing sales will come together and orchestrate but I'll give an example just last night I was at dinner and shy from uh Paragon give me an example where they're building a product that they're selling to the sales organization to warm their leads before they reach out and so right there you have existence proof of people who are already doing and finding success with what we're doing so I think there's a lot of innovation here and I would love to find ways to just partner more tightly so I'm really excited about that and I'm excited about like as I said I think partnership is my fourth language just seeing this ecosystem Thrive and continue to add a lot of value uh that excites me I think just like looking at like how things are turning out even like in this times I think I'm excited that next time we'll need a bigger venue um but I I think like at the end of the day um uh I think said we really really believe that um when our customers when that's when we when when our customers when you win and when you all when we we win together uh there is huge opportunities for us and we cannot wait to to build this new B2B world uh with all of you um we are almost at the time so probably not have enough time to like take any live questions but we'll be around if you have any questions uh but let's thank Ganda and Ashwin for their time and sharing their wisdom [Applause] hey