Becoming a B2B Marketing Rockstar
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Becoming a B2B Marketing Rockstar

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An overview of the Monsoon Commerce b2b marketing journey presented at the Marketo Social Marketing Rockstar event.

An overview of the Monsoon Commerce b2b marketing journey presented at the Marketo Social Marketing Rockstar event.

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    Becoming a B2B Marketing Rockstar Becoming a B2B Marketing Rockstar Presentation Transcript

    • @caseycarey #marketotourPutting Together a Garage BandMonsoon Commerce and MarketoCasey Carey, VP MarketingJuly 26, 2012 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 1
    • 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 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 2
    • 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. Page 3
    • 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 sales4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 4
    • 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 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 5
    • Technology Enabling Marketing Marketing Events Analytics Websites/Blogs Sales and CRM Stuff I Love © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 6
    • 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 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 7
    • 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 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 8
    • Our Four Strategic Objectives for 2012 1 2 Elevate the Brand Generate Demand 3 4 Get Some Chops Build a Tribe9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 9
    • 1. Introducing and Elevating the Brand“Well-managed brands get stronger. Poorly managed brands lose theirpower and fade away.” “We power merchant success online.” © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 10
    • the brand position describes the UNIQUE SPACE YOU OCCUPY © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 11
    • Final Positioning from Our Agency Unlock your potential. Our technology solutions enable smarter commerce through analysis and automation, and our passionate team delivers innovative ways to unlock potential./ 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 12
    • © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 13
    • Establishing Truly Differentiated Positioning © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 14
    • 2. Building a Demand Generation Machine“Our growth depends on the quality and quantity of MQLs. And bothmetrics should be tracked and (gulp) exposed to the entire business.” Paid Unpaid Lead Scoring Methodology © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 15
    • 3. Getting Some Chops (Content Marketing) “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 Personas16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 16
    • 3. Getting Some Chops (Content Marketing)17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 17
    • 4. Building a Tribe (Social Marketing)“If you want us to follow you, dont be boring! Good enough, stoppedbeing 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 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 18
    • Example Social Campaign – Customer Conference Facebook Sweeps/ 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 19
    • Tips for Success1. Brand and positioning matter, aspire to be different, really different2. Get to know your leads, you’ll learn something valuable3. Always ask, “Will this add incremental value?” If no, test it anyway, then keep it or kill it4. Social vanity metrics are okay to start, ultimately you care about interactions and engagement – maybe even conversions? AND… © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 20
    • …Play for Keeps by Keeping Score © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 21
    • A Glimpse of What’s Next © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 22
    • 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 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 23
    • Questions? Thank You!ccarey@monsooncommerce.comcaseykcareycaseycarey