becoming a b2b marketing rockstar

© 2012 Marketo, Inc. Marketo Proprietary and Confidential.

Putting Together a Garage Band Monsoon Commerce and Marketo

Casey Carey, VP Marketing

July 26, 2012

@caseycarey

#marketotour


Today’s Topics

• About Monsoon Commerce

• Sales & Marketing Background

• Technology Enabling Marketing

• Life Before Marketo/Why Marketo

• Our Strategic Objectives

• Example Social Campaign

• Tips for Success

• Future Plans

• Q&A


About Monsoon Commerce

Fast Facts

• Installed software moving to SaaS

• Founded: 2002, majority owned by Oak Hill Capital

• Headquarters: Emeryville, CA

• Offices: Portland, Philadelphia, Reno

• Employees: ~170

• 2500 software customers

• Own and operate Alibris.com

© 2012 Marketo, Inc. Marketo Proprietary and Confidential. 4

About Monsoon Commerce

Target Market

‒ Mid-market merchants selling online

‒ $0.5 to $50MM in online sales

‒ NA and UK

Available market is approximately 200K merchants representing $92BN in annual gross merchandise sales


Sales & Marketing Background

• Primary Sales Regions • North America

• UK

• Sales (PDX, EMY, PHL) • Strategic Accounts, Inside Sales,

Account Development Rep, Sales Engineering (no Sales Ops)

• Marketing (PDX) • Product Marketing, Corporate

Communications, Programs, and Events


Technology Enabling Marketing

Marketing

Websites/Blogs

Events

Sales and CRM

Analytics

Stuff I Love

//upload.wikimedia.org/wikipedia/en/f/fa/Marketo_Company_Logo.png

//upload.wikimedia.org/wikipedia/en/4/46/HootSuite_Logo.png

http://www.concrete5.org/

http://www.gotomeeting.com/fec/webinar


Life Before Marketo – January 2012

• Primarily outbound prospecting and a couple events

• Sales followed up with every lead • Lots of tactical emailing via

Vertical Response, Bronto, and Emma

• Really no: – Consolidated marketing database – Significant paid media programs – Content marketing – Social media – Scoring or routing – Reporting


Why Marketo?

• A modern platform – time to value • SaaS – easy to deploy • Easy to use • Built for marketers

• Integration • Salesforce • GoToWebinar

• Capabilities • Progressive profiling • Scoring and routing • Form and email templates

• Analytics • Revenue cycle model • Flow and campaign performance


Our Four Strategic Objectives for 2012

9

Elevate the Brand

1 2

Generate Demand

3

Get Some Chops

4

Build a Tribe


1. Introducing and Elevating the Brand “Well-managed brands get stronger. Poorly managed brands lose their

power and fade away.”

“We power merchant success online.”


the brand position describes the

UNIQUE SPACE YOU OCCUPY


Unlock your potential.

Our technology solutions enable smarter commerce through analysis and automation, and our passionate team delivers innovative ways to unlock potential.

Final Positioning from Our Agency

/ 12


Establishing Truly Differentiated Positioning


2. Building a Demand Generation Machine

Lead Scoring Methodology Unpaid Paid

“Our growth depends on the quality and quantity of MQLs. And both

metrics should be tracked and (gulp) exposed to the entire business.”


3. Getting Some Chops (Content Marketing)

16

“Chops is a short way of saying ‘expertise, authority, and credibility’. It

answers the critical question: Why should I believe you?”

Assets/Activities Mapped to Buyer Stages Mapped to Personas


3. Getting Some Chops (Content Marketing)

17


4. Building a Tribe (Social Marketing) “If you want us to follow you, don't be boring! Good enough, stopped

being good enough a long time ago. Why not be great?”

Define the “center of gravity” for each • Role/persona

• Communications

• Engagement

• Types of content

Continue to build your audience

Integrate into all programs as appropriate


Example Social Campaign – Customer

Conference Facebook Sweeps

/ 19


Tips for Success

1. Brand and positioning matter, aspire to be different, really different

2. Get to know your leads, you’ll learn something valuable

3. Always ask, “Will this add incremental value?” If no, test it anyway, then keep it or kill it

4. Social vanity metrics are okay to start, ultimately you care about interactions and engagement – maybe even conversions?

AND…


…Play for Keeps by Keeping Score


A Glimpse of What’s Next


And While We Are At It…

• Get much better at tracking campaign performance including contribution of social

• Content, content, and more content

• Nurturing and SEO to drive down CPL

• Engage our social ecosystem more often and more consistently – continue to build

• Closed – Lost and reactivation programs

• Prepare for Next Gen SaaS plaftorm launch Q213

Questions?

Thank You!

[email protected]

caseykcarey

caseycarey

http://twitter.com/caseycarey

http://www.linkedin/in/caseykcarey

mailto:[email protected]

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