Download - Best Practices in B2B Inbound Marketing | Mei He – Director of Inbound Marketing, NetSuite
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BEST PRACTICES IN B2B INBOUND MARKETING
Mei HeDirector, Inbound Marketing
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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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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 BRANDWho 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
ACQUISITIONSWhen 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?