Three great insights from LinkedIn’s Kelly Farrell – one of The Drum’s Future 50 Marketers
Congratulations to Kelly for her deserved spot on The Drum’s ranking of the most exciting marketing talent
April 8, 2019
It’s exciting when somebody with a passion for marketing gets recognised for their skill and commitment at an early stage in their career. We were thrilled when this recognition came the way of LinkedIn’s Kelly Farrell at the end of last month. Kelly is a product and field marketing co-ordinator for LinkedIn Marketing Solutions in EMEA, and she is now also one of the The Drum’s Future 50 marketers.
The Drum launched the Future 50 to find the next generation of brand marketing talent, asking its readers for nominations of marketers who are under the age of 30, but who are already showing signs of blazing new trails and shaking up how things are done. The Drum’s editorial team then reviewed all nominations to select the final 50, which include marketers working at the likes of The New York Times, Amazon Prime, Marriott International, General Mills, Spotify and PepsiCo. It’s a cross-section of prominent B2C and B2B brands – and the marketers making a difference for them.
Kelly earned her place on the list through the lead role she’s played in developing our Account-Based Marketing (ABM) programme for EMEA, and the way she’s shared insights from this and other areas of marketing through our regular series of webinars. Everyone who has the pleasure of working with Kelly knows that she’s also earned it through how she approaches these different marketing roles. Kelly is somebody who embodies our culture of transformation, integrity, collaboration, humour and results. In her twenty months with LinkedIn she’s made herself an expert on some of the key emerging areas of marketing – and that’s testament to her passion and interest in what she does. We’re really proud of her for making the list – and we know it’s very well deserved.
You’ll find Kelly’s full entry on the Future 50 ranking here. Here are three insights she shared with The Drum that help to show how she approaches marketing, and why she’s such a valuable member of our team:
Creative opportunity comes through continuous learning – and individual initiative
Coming to the end of her time in school, Kelly was determined that she wanted a creative career, and she wasn’t going to let the fact that she hadn’t excelled at “creative” subjects like Art stop her. In her final year, she took matters into her own hands by launching a blog on fashion and food – and then taught herself the coding, content and social media skills to make that blog a success. It proved an empowering introduction to the art of building brands. And it shows that an appetite for continuous learning is the real catalyst for a creative career.
Market leaders can’t pass up the opportunity to innovate
If Kelly had the choice of working for any brand, at any point in history, she’d have chosen the broadcasting arm of Disney, 15 years ago. Disney owned three huge and influential TV networks, each with its own distinct position and audience: ABC for news and entertainment, ESPN for sports and The Disney Channel, with its dominant position in younger programming. But it’s not the breadth of highly marketable assets that makes this the destination for Kelly’s hypothetical time machine. It’s the opportunity that it would have given her to help Disney negotiate a fundamental shift in how TV content is consumed. “I believe that Disney was uniquely positioned at the time to lead the way in streaming services,” she says. “And I would have loved to have worked on building that brand and product.” With Kelly in an influential role, the Netflix-competing Disney+ service set for launch this year might already have established a dominant position in the streaming landscape. She sees a position of incumbency as a challenge and opportunity to keep innovating.
Focus on the customer first
Kelly may be passionate about innovative business models, but she warns that it’s too easy for up-and-coming marketers today to get distracted by innovative new tactics and channels. She argues that too much time is spent worrying about adopting the latest marketing technology – and not enough on the fundamentals of understanding your current and future customers. “Focus on who your customers are, what their needs are and how they want to be communicated with,” she says. “I can guarantee the ROI will be higher than any shiny, new martech solution.”
Look out for Kelly’s thoughts on ABM and more as part of our regular series of LinkedIn Marketing Solutions webinars. You’ll find details of upcoming webinars on our LinkedIn Marketing Solutions page.