LinkedIn Growth PM: Winning and Expanding Business Customers

Imagine you lead growth as a product manager at LinkedIn. Design a strategy for growing LinkedIn's business-to-business side. Explain which business customers you would focus on, which growth levers you would pull and in what order, and how you would know the strategy is working. ```hint Find the funnel before the tactics Many organizations already use LinkedIn without paying. Pick one kind of business customer and one entry product, then trace that customer's path from first free use to paying and spending more; your levers belong at the stages where most of them drop off. ``` ### Clarifying Questions - Does business-to-business growth mean more organizations paying LinkedIn and higher spend per organization, or more business activity on the platform (company pages, posts, B2B marketing) that later turns into revenue? - Which product lines are in scope: hiring, advertising, sales tools, learning, or all of them? - Is the priority new paying customers, or more revenue from customers who already pay? - Does the strategy have to work self-serve, or can it rely on LinkedIn's sales teams? ### What a Strong Answer Covers - A defined growth goal with one primary metric and the reason it was chosen - Segmentation of business customers by size and by buyer (hiring, marketing, selling, learning), with a reasoned focus - A funnel for the chosen segment, from acquisition through activation, conversion, retention and expansion, with product levers that use LinkedIn's member and company data - Prioritized and sequenced bets, including how self-serve growth and the sales team work together - Guardrails that protect members from the side effects of business growth: more ads, unwanted sales messages, and low-quality or fraudulent job posts ### Follow-up Questions - Your plan raises paid conversion among small businesses, and members start reporting more unwanted sales messages. What do you do? - How would the strategy change if the goal were revenue from large enterprises rather than the number of paying organizations? - What is the first experiment you would run, and what result would make you change the strategy?