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HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
HostingCon 2013:
Rise of the CRO: Marketing with Metrics
Kyle York
Chief...
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
What I’m Selling You Today
• It’s not just about scaling technology
• Ma...
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
Who is @kyork20?
• Today: nearly 230 employees, 60+ in sales, marketing,...
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
Dr. Jekyll & Mr. Hyde
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
The Most Reputable Sender
in the World
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
Gaining Credibility
How do you market marketing?
Marketing Is Art Not Sc...
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
Qualitative & Quantitative Measurement
What’s your brands value?
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
Use Data To Focus Your Efforts
“On average,
transactional email
brings i...
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
• Tweet Nerdy To
Me
• No leads,
no awareness,
no good
Success vs Failure...
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
Marketing Drives Sales
• Marketing generated 55% of new
customers in 201...
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
Sales vs. Marketing
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
Numbers Are Power
Having a hold on sales and marketing makes life easier...
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
CRO: Makes Me Whole Again
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
Final Takeaways
• Measure your marketing efforts
(kind of)
• Have market...
HostingCon 2013: Rise Of The CRO
@DynInc @KYork20
Shameless Plug
Dyn is hosting our very first User Conference:
GEEK SUMME...
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HostingCon 2013: Rise Of The CRO & Marketing With Metrics

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Dyn Chief Revenue Officer Kyle York spoke at the 2013 HostingCon event about 'The Rise Of The CRO', covering the Jekyll/Hyde effect, how you market marketing, measurement, revenue and tons more.

Check out his slide deck now and ask other questions via Twitter: @Kyork20.

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  • In reality though, I am sort of like a modern day Dr. Jekyll and Mr. Hyde. Throughout my entire career I have always been an excellent sales man and that is probably how most people view me. But I have always loved marketing – I majored in it. Unfortunately, in most businesses these are two separate worlds. Sales makes the money. Marketing spends it. I never felt that way. I have always believed in the power of marketing.
  • This is a great example of fun marketing campaign that can attract customers and establish your brand. Of course it is not something you can do unless you have full executive support and a good reputation for successful marketing initiatives.
  • Gaining Credibility Notes: When I joined Dyn, I was the only commercial member of the team sitting in a room of technical founders. We needed to get the business more traction but as you can imagine, the marketing budget did not exist. Even more than that most of them didn’t see the value in marketing.Marketing Is Art Not Science Notes: They weren’t alone. A lot of people, like Dominque Turpin, president of the International Institute of Management Development (IMD, believe marketing is unquantifiable and losing all relevance within board rooms. Percentage of budget devoted to marketing: You do not commit that kind of resources to art. You need to prove its worth. You do that through numbers. Hence the rise of metrics driven marketing. Marketing can be measured in two ways. The most traditional one is qualitative.
  • Qualitativemeasuring is when you know something was a success, however, you don’t necessarily have the numbers to prove it. These have historically been relayed in stories. For example, our marketing team was able to secure our Director of Email Product a seat on a panel at IMS. During the speaking gig he was able to present himself as a thought leader in the email space. This has great value. How much? It is hard to say. As it turns out, the moderator of the panel was the editor of Direct Marketing News. Mike was able to use that newly formed relationship to get an editorial he wrote featured on their website. This marketing effort can now be measured quantitativly. Quantitative measuring: We live in an area of big data. Everything can be measured. Everything can be tested. I get numbers like this every week. By seeing these stats we can make marketing decisions. If we find that our most read blog is about Traffic Management, then we know to write more on this topic and perhaps have a Webinar. Numbers are power.
  • Metrics shouldn’t only be used to measure your own efforts but to keep a tab on your industry. Knowing stats about your clients and your industry should help focus your marketing efforts. Once you know the pain points and incentives it makes it easier to market your solutions.
  • Success: The beauty of a good marketing campaign is that it can hit on all cylinders. Dyn’s Ready campaign is a perfect example of that for us. We sent out personalized videos to six key prospects we wanted to work with, augmented with a strong social strategy. In total these videos cost up about $800 and some man hours. The return: We got sit down meetings with 5 of the 6 prospects, we got coverage in the Next Web and Fortune and the campaign’s creator was asked to speak at several conferences. That means we made money, got new clients and got great brand recognition. That is a huge success.Failure: That is not always the case. The Tweet Nerdy To Me Campaign is a great example of a marketing campaign that totally fails. We thought it was funny, witty and would really strike a chord with our users and prospects. Turns out no one liked it, it didn’t relate to Dyn’s brand at all and there was really no way that it could drive leads.
  • Marketing drives sales: And having marketing campaigns that drives leads is important. For us marketing isn’t about spending money. It is about making money and creating new business. In fact, marketing generated 55% of new customers for Dyn in 2012.The Importance of the CRO: Realizing that marketing is a revenue generate means that it should be given the same love as your sales department. This was a revelation for me because it allowed the two sides of me – sales and marketing – to merge. I always joke that I am made up my job title but now I realize I was really on to something.
  • As the CRO you’re going to have to make it clear that sales and marketing have equal emphasis. Many think of sales as the bread winners of an organization. This can lead to a sales vs. marketing culture. Having the CRO in charge can help make sure they work together.
  • Retention is King: Our sales can work with marketing to tell them the questions and needs they are observing on the front lines. Marketing can provide sales with the collateral and content that makes selling easier and keeps customers engaged for potential upsells. Numbers are power: Having your hand on both of these departments makes executive meetings easier. Companies care about the bottom line. But maximizing revenue is a complicated process. Having total control can make things run easier and greatly increase your organization’s revenue.
  • The CRO is a great position. It has allowed me to combine my sales skills with my love of marketing. It has helped Dyn too. We have grown revenue from $17 million in 2011 to $30 million in 2012. Your company can do the same, as long as it forms a strong relationship between sales and marketing.
  • Transcript of "HostingCon 2013: Rise Of The CRO & Marketing With Metrics"

    1. 1. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 HostingCon 2013: Rise of the CRO: Marketing with Metrics Kyle York Chief Revenue Officer @kyork20 @Dyninc
    2. 2. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 What I’m Selling You Today • It’s not just about scaling technology • Marketing vs. sales… heck no! • Metrics driven marketing • Why one person should own all customer facing departments • The importance of the Chief Revenue Officer position
    3. 3. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 Who is @kyork20? • Today: nearly 230 employees, 60+ in sales, marketing, client services, 3 worldwide offices, revenue bookings of $30+ million in 2012 • Advisor, Investor, Entrepreneur in Manchester, NH • I’m still learning and figuring it all out Chief Revenue Officer Started in 2008
    4. 4. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 Dr. Jekyll & Mr. Hyde
    5. 5. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 The Most Reputable Sender in the World
    6. 6. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 Gaining Credibility How do you market marketing? Marketing Is Art Not Science “[Dominique] Turpin expounds a view held by many - that marketing is “more art than science” and therefore its worth cannot be accurately measured.” – Marketing Week Percentage of budget devoted to marketing Average B2B Company 3.6% Dyn 9.26 %
    7. 7. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 Qualitative & Quantitative Measurement What’s your brands value?
    8. 8. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 Use Data To Focus Your Efforts “On average, transactional email brings in 288% more revenue than bulk mail.” -experian.com “Spam accounts for about 70% of emails sent today.” -securelist.com
    9. 9. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 • Tweet Nerdy To Me • No leads, no awareness, no good Success vs Failure Success Failure
    10. 10. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 Marketing Drives Sales • Marketing generated 55% of new customers in 2012 • Tools group – Can we turn marketing into a profit center? The Importance of the CRO $ - New, Upsell, Cross Sell, Renewal
    11. 11. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 Sales vs. Marketing
    12. 12. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 Numbers Are Power Having a hold on sales and marketing makes life easier Retention is King In a subscription economy retention is king
    13. 13. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 CRO: Makes Me Whole Again
    14. 14. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 Final Takeaways • Measure your marketing efforts (kind of) • Have marketing work with sales… • not against them • Create a Chief Revenue Officer position • … If you can find a unicorn!
    15. 15. HostingCon 2013: Rise Of The CRO @DynInc @KYork20 Shameless Plug Dyn is hosting our very first User Conference: GEEK SUMMER CAMP www.geeksummercamp.com Hear talks from Dean Kamen, Cricket Liu, Joshua Baer and more!
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