BEST PRACTICES IN B2B INBOUND MARKETING

Mei He

Director, Inbound Marketing

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#C3NY

NETSUITE:

Background

•Founded 1998; IPO in 2007

•Publicly traded on NYSE: “N”

•2700+ employees

•Offices in 11 countries

•$414M revenue in FY13

•$131.8M revenue in 2Q14

Performance

•World’s most deployed cloud ERP

•Used by 20,000+ organizations

•Fastest growing top 10 Financial

Management Software Worldwide

•Used across 150+ countries

#1 Cloud ERP Suite

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• 6+ years at NetSuite

• 2 corporate website redesigns

• 8 acquisitions

• International expansion

• Grew PPC budget 5x; 10% YoY lead growth

• Push strategic keywords into page 1

MEI HE

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#C3NY

OUR MARKETING CHALLENGE

Must Outpace & Out Move Competition

• Purchase is strategic, risky

decision

• Multi-department support

needed

• Requires CEO, CFO sign off

• Large incumbent

competitors, deep pockets

• Diverse target market

• Small & growing, midsized, large businesses

• Solutions: One system, financials,

ecommerce, CRM

• Smaller marketing team

compared to peers

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TOPICS

• Protecting Your Brand

• Paid and unpaid Alignment

• Scaling for Growth

• Acquisitions

• Tracking Your Competition

• What’s Next?

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• Set a benchmark, start

tracking and reporting

• Own your page 1 results

– Leverage social media,

YouTube, blog etc

• Watch out for competitors

• Watch out for your

frienemies

PROTECTING YOUR BRAND Who is ranking for your company’s brand?

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DO YOU KNOW WHO’S RANKING ON YOUR TERMS?

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• Tracking and reporting

– CRM/Marketing Automation + Financials

• Leverage PPC data for SEO and social

and digital campaigns

– Ad text

– PPC keywords that bring in leads

– PPC keywords that bring in REVENUE

• SEO,PPC, 3rd party vendors rolls up to

same team

• Take PPC talent and teach them SEO

and paid media

PAID AND UNPAID ALIGNMENT

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• Leverage the data you have and

stay on course

• Focus on a strategy and nail it

• Educate your extended team (PR,

Social, Content)

• Build relationships and credibility

through results

• Hire consultants for execution

SCALING FOR GROWTH

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• Centralize SEO and PPC in HQ

• Tracking and reporting must be

standardized

• Maintain SEO for shelf space

• Continue to run PPC for shelf

space and brand protection

ACQUISITIONS When Your Company Grows, It Will Acquire

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• Track your competitors

• Do some sleuthing

• Adopt and try new

concepts

• Good way to track

algorithm updates and

impact

COMPETITOR TRACKING

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• Turn traffic into leads – website optimization

• Attribution and tracking with new media

• Branding impact on search and new media

WHAT’S NEXT?

MEI HE mhe@NetSuite.com

@Mei_He