C3 2014 Breakout Mei He

1. BEST PRACTICES IN B2B
INBOUND MARKETING
Mei He
Director, Inbound Marketing

2. 2
#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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#C3NY
• 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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#C3NY
TOPICS
• Protecting Your Brand
• Paid and unpaid Alignment
• Scaling for Growth
• Acquisitions
• Tracking Your Competition
• What’s Next?

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#C3NY
• 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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#C3NY
DO YOU KNOW WHO’S RANKING ON YOUR TERMS?

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#C3NY
• 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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#C3NY
• 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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#C3NY
• 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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#C3NY
• 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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#C3NY
• Turn traffic into leads – website optimization
• Attribution and tracking with new media
• Branding impact on search and new media
WHAT’S NEXT?

13. MEI HE
mhe@NetSuite.com
@Mei_He