Vocus,	
  Inc.	
  
Cloud	
  Marke3ng	
  So6ware	
  	
  
Analyst	
  Day	
  Presenta-on	
  	
  
June	
  6,	
  2012	
  
Forward	
  Looking	
  Statements	
  
During	
   the	
   course	
   of	
   this	
   presenta3on,	
   we	
   may	
   make	
 ...
1:00-­‐1:30	
  Vocus	
  and	
  Cloud	
  Marke3ng	
  Opportunity	
  
•  Rick	
  Rudman,	
  Chairman	
  and	
  Chief	
  Exec...
The	
  Digital	
  Marke3ng	
  Revolu3on	
  
Rick	
  Rudman,	
  Chairman	
  and	
  Chief	
  Execu-ve	
  Officer	
  	
  
Unprecedented	
  Change	
  and	
  Opportunity	
  	
  
S3mulus	
   Shelf	
  	
   Experience	
  
Tradi3onal	
  Marke3ng	
  Model	
  
S3mulus	
   Pre-­‐Shopping	
   Shelf	
  	
   Experience	
  
New	
  Marke3ng	
  Model	
  
New	
  Consumer	
  Buying	
  Process	
  
88%	
  of	
  US	
  internet	
  users	
  will	
  research	
  
products	
  online	
...
New	
  Consumer	
  Buying	
  Process	
  
58%	
  of	
  
online	
  
consumers	
  
have	
  liked	
  
or	
  followed	
  
a	
  ...
Old	
  World	
  Marke3ng	
  in	
  Decline	
  
Yellow	
  Page	
  adver3sing	
  has	
  
fallen	
  by	
  50%	
  since	
  2007...
Old	
  World	
  Marke3ng	
  in	
  Decline	
  
Since	
  2006	
  Newspaper	
  Ad	
  
dollars	
  have	
  fallen	
  49%	
  
70%	
  of	
  links	
  
users	
  click	
  in	
  
search	
  
results	
  are	
  
organic	
  not	
  
paid	
  
New	
  Digital	
...
61%	
  of	
  U.S.	
  
marketers	
  
use	
  social	
  
media	
  to	
  
increase	
  
leads	
  
New	
  Digital	
  Marke3ng	
 ...
59%	
  of	
  
marketers	
  say	
  
email	
  is	
  s8ll	
  
best	
  channel	
  
for	
  driving	
  
revenue	
  
New	
  Digit...
Rapid	
  Growth	
  in	
  Digital	
  Marke3ng	
  
Digital	
  
marke8ng	
  is	
  
expected	
  to	
  
grow	
  17%	
  
CAGR	
 ...
Digital	
  Marke3ng	
  Defined	
  
Email	
  
Social	
  
Mobile	
  
Search	
  
Display	
  
SMB	
  Digital	
  Marke3ng	
  Spend	
  2012	
  
Q:	
  How	
  do	
  you	
  plan	
  to	
  allocate	
  your	
  online	
  mark...
By	
  2016	
  
70%	
  of	
  
marke8ng	
  
budgets	
  will	
  
be	
  allocated	
  
to	
  digital	
  	
  
SMB	
  Growth	
  i...
Leading	
  provider	
  of	
  cloud	
  marke3ng	
  
so6ware	
  that	
  helps	
  businesses	
  
aeract,	
  engage	
  and	
  ...
Large	
  and	
  Growing	
  Marke3ng	
  Business	
  	
  
Vocus	
  
Marke3ng	
  
sales	
  are	
  
expected	
  to	
  
grow	
 ...
Keys	
  to	
  Success	
  
Innova3ve	
  Product	
  
Integrated	
  cloud	
  marke-ng	
  suite	
  	
  
Social,	
  Search,	
  ...
o  Digital	
  marke3ng	
  represents	
  one	
  of	
  the	
  most	
  
significant	
  opportuni3es	
  in	
  so6ware	
  today	...
Go	
  To	
  Market	
  Strategy	
  
Bill	
  Wagner,	
  EVP	
  and	
  Chief	
  Opera-ng	
  Officer	
  	
  
Vocus	
  Total	
  Available	
  Market	
  
Large	
  
1,000+	
  	
  
employees	
  
	
  
Mid-­‐sized	
  
10-­‐999	
  employee...
Customer	
  Acquisi3on	
  Model	
  
Mobile	
  
Email	
   Publicity	
  
Social	
  
Media	
  
Marke3ng	
  eCommerce	
  Sales...
Vocus	
  Sales	
  Model	
  
o 0-­‐4	
  years	
  experience	
  
o $250K	
  quota	
  
o $75K	
  compensa3on	
  
New	
  Sales...
Total	
  Quota	
  Carrying	
  Sales	
  Reps	
  
	
  -­‐	
  	
  	
  	
  
	
  100	
  	
  
	
  200	
  	
  
	
  300	
  	
  
	
...
Customer	
  Success	
  Across	
  All	
  Industries	
  
Healthcare	
   Technology	
  
	
  
Non-­‐Profit	
  Consumer	
  
	
  
Customer	
  Mix	
  
Buyers	
  
-­‐	
  Small	
  Business	
  Owners	
  
-­‐	
  Marke3ng	
  Professionals	
  
-­‐	
  PR	
  Pr...
Customer	
  Mix	
  	
  
Geography	
  	
  
-­‐	
  US	
   -­‐	
  EMEA	
  
Channel	
  
-­‐	
  Field	
   -­‐	
  Inside	
   -­‐...
Customer	
  Mix	
  
Product	
  
-­‐	
  SEO	
  News	
  Release	
  
-­‐	
  Publicity	
  
-­‐	
  Social	
  Media	
  
-­‐	
  E...
Vocus	
  Market	
  Posi3oning	
  
Marke8ng	
  Suites	
  
o 	
  Mul3-­‐channel	
  	
  
o 	
  Integrated	
  
o 	
  $3k-­‐$30...
Product	
  Overview,	
  Demo	
  and	
  Roadmap	
  
You	
  Mon	
  Tsang,	
  SVP	
  Product	
  
Building	
  The	
  Modern	
  SMB	
  Marke3ng	
  Suite	
  
o  All-­‐in-­‐one	
  trumps	
  point	
  
products	
  	
  
o  Tim...
“It	
  makes	
  things	
  a	
  lot	
  easier	
  for	
  me.	
  
The	
  recommenda3ons	
  are	
  just	
  
fantas3c	
  and	
 ...
Page	
  1	
  of	
  Google	
  results	
  for	
  	
  
Boston	
  rare	
  coin	
  dealer	
  
	
  
#3:	
  PRWeb.com	
  
#4:	
  ...
“We	
  have	
  risen	
  to	
  the	
  first	
  page	
  on	
  
search	
  engine	
  rankings	
  for	
  most	
  of	
  
our	
  k...
o  Added	
  over	
  24,000	
  fans	
  in	
  120	
  days	
  
a6er	
  installing	
  apps.	
  
o  Free	
  so6ware	
  product	...
o  Experts	
  about	
  spices	
  	
  
	
  
	
  
o  Ideas	
  for	
  luxury	
  market	
  
column	
  
	
  
o  Owners	
  of	
 ...
“Thanks	
  to	
  HARO,	
  our	
  sales	
  have	
  tripled.	
  Our	
  
website	
  traffic	
  increased	
  by	
  3,000%	
  in	...
Vocus	
  Mobile	
  Start	
  Page	
  
Vocus	
  Mobile	
  Recommenda3ons	
  
Vocus	
  Mobile	
  Twee3ng	
  
Vocus	
  Mobile	
  Dashboard	
  Metrics	
  
iContact	
  for	
  Salesforce	
  
Designed	
  for	
  Mid-­‐Market	
  
Customers	
  and	
  Large	
  Senders	
  
	
  
•  Advisory	
  Services	
  
•  Web	
  Si...
“When	
  we	
  first	
  started	
  out,	
  we	
  would	
  do	
  snail	
  
mail	
  and	
  postcard	
  mailers,	
  which	
  w...
Coming	
  End	
  of	
  Year:	
  
o  Fully	
  Integrated	
  Email	
  
o  Social	
  Business	
  Stream	
  
o  Buying	
  Sign...
Buying	
  Signals	
  
Tele	
  Atlas	
  (TomTom)	
   	
  Comcast.net	
  Search	
   	
  Dexknows.com	
  
Foursquare	
   	
  yellowbook.com	
   	
 ...
o  Social	
  CRM	
  
o  Web	
  Pages	
  
o  Mobile	
  Marke3ng	
  
o  Cross-­‐channel	
  Campaigns	
  
o  Universal	
  Des...
Social	
  CRM	
  
Break	
  
We	
  will	
  return	
  aXer	
  a	
  15	
  minute	
  break	
  
Customer	
  Panel	
  
Amy	
  S.	
  Gebhardt	
  
	
  Director	
  of	
  Public	
  Rela3ons,	
  Oneida	
  
	
  
Steve	
  Phillips	
  
	
  President...
Financial	
  Overview	
  
Steve	
  Vintz,	
  EVP	
  and	
  Chief	
  Financial	
  Officer	
  
o  Annual	
  prepaid	
  subscrip3on	
  model	
  and	
  strong	
  
renewals	
  create	
  predictable	
  revenue	
  stream	
...
Consistent	
  Revenue	
  Growth	
  
13	
  consecu-ve	
  years	
  of	
  growth	
  
Non-­‐GAAP.	
  	
  *2012	
  at	
  mid	
 ...
Balanced	
  Mix	
  of	
  Business	
  
Revenue	
  by	
  subscrip8on	
  type	
  
Annual	
   Monthly	
   Transac3on	
  
Custo...
87	
  
Record	
  Customer	
  Growth	
  	
  
Over	
  13,000	
  annual	
  subscrip-on	
  customers*	
  
*	
  As	
  of	
  3/3...
E-­‐Commerce	
  (Monthly/
Transac8on)	
  
Annual	
  Subscrip8on	
  	
  
ASP	
   $480	
   $5,000	
  
$$	
  Renewal	
  Rate	...
Investments	
  Drive	
  Strong	
  Returns	
  
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Cumulative	
 ...
Significant	
  Growth	
  in	
  Marke3ng	
  
Marke3ng	
   PR	
  
Marke3ng	
  represents	
  over	
  
47%	
  of	
  total	
  sa...
Q2’12	
  
o  Non-­‐GAAP	
  Revenue	
  $43.5M	
  -­‐	
  $43.8M	
  	
  
o  GAAP	
  Revenue	
  $42.8M	
  -­‐	
  $43.1M	
  
o ...
Balance	
  Sheet	
  Highlights	
  
Cash	
  &	
  Investments	
  
Total	
  Debt	
  
Total	
  Assets	
  
2012	
  
$25.8	
  
2...
Long-­‐Term	
  Financial	
  Model	
  
(2%)	
  
Revenue	
  
Opera8ng	
  Margin	
  
G&A	
  
R&D	
  
S&M	
  
Gross	
  Margin	...
o  Expand	
  cloud	
  marke3ng	
  suite	
  
o  Grow	
  inside	
  direct	
  sales	
  force	
  	
  
o  Expand	
  e-­‐commerc...
Concluding	
  Remarks	
  and	
  Q&A	
  
o  Digital	
  marke3ng	
  represents	
  one	
  of	
  the	
  most	
  
significant	
  opportuni3es	
  in	
  so6ware	
  today	...
Vocus,	
  Inc.	
  
Cloud	
  Marke3ng	
  So6ware	
  	
  
Analyst	
  Day	
  Presenta-on	
  	
  
June	
  6,	
  2012	
  
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
Vocus cloud marketing software analyst day presentation june 6 2012
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Vocus cloud marketing software analyst day presentation june 6 2012

  1. 1. Vocus,  Inc.   Cloud  Marke3ng  So6ware     Analyst  Day  Presenta-on     June  6,  2012  
  2. 2. Forward  Looking  Statements   During   the   course   of   this   presenta3on,   we   may   make   projec3ons   or   other   forward-­‐looking   statements   regarding   future   events   or   the   future   financial   performance   of   our   company.    We  wish  to  cau3on  you  that  such  statements  are  just   predic3ons   and   that   actual   events   or   results   may   differ   materially.  We  refer  you  to  our  filings  with  the  Securi3es  and   Exchange  Commission,  including  our  Quarterly  Report  on  Form   10-­‐Q  for  the  quarter  ended  March  31,  2012,  for  a  discussion  of   some  of  the  risks  and  other  factors  that  could  cause  our  actual   results   to   differ   materially   from   those   contained   in   our   projec3ons  or  other  forward-­‐looking  statements.  
  3. 3. 1:00-­‐1:30  Vocus  and  Cloud  Marke3ng  Opportunity   •  Rick  Rudman,  Chairman  and  Chief  Execu-ve  Officer   1:30-­‐2:00  Go  To  Market  Strategy       •  Bill  Wagner,  EVP  and  Chief  Opera-ng  Officer   2:00-­‐2:45  Product  Overview   •  You  Mon  Tsang,  SVP  Product   2:45-­‐3:00    Break     3:00-­‐3:30  Customer  Panel   3:30-­‐4:00  Financial  Overview     •  Steve  Vintz,  EVP  and  Chief  Financial  Officer     4:00-­‐  4:30  Closing  Comments  and  Q&A   Agenda  
  4. 4. The  Digital  Marke3ng  Revolu3on   Rick  Rudman,  Chairman  and  Chief  Execu-ve  Officer    
  5. 5. Unprecedented  Change  and  Opportunity    
  6. 6. S3mulus   Shelf     Experience   Tradi3onal  Marke3ng  Model  
  7. 7. S3mulus   Pre-­‐Shopping   Shelf     Experience   New  Marke3ng  Model  
  8. 8. New  Consumer  Buying  Process   88%  of  US  internet  users  will  research   products  online  in  2012    
  9. 9. New  Consumer  Buying  Process   58%  of   online   consumers   have  liked   or  followed   a  retailer  
  10. 10. Old  World  Marke3ng  in  Decline   Yellow  Page  adver3sing  has   fallen  by  50%  since  2007    
  11. 11. Old  World  Marke3ng  in  Decline   Since  2006  Newspaper  Ad   dollars  have  fallen  49%  
  12. 12. 70%  of  links   users  click  in   search   results  are   organic  not   paid   New  Digital  Marke3ng  Emerging  
  13. 13. 61%  of  U.S.   marketers   use  social   media  to   increase   leads   New  Digital  Marke3ng  Emerging  
  14. 14. 59%  of   marketers  say   email  is  s8ll   best  channel   for  driving   revenue   New  Digital  Marke3ng  Emerging  
  15. 15. Rapid  Growth  in  Digital  Marke3ng   Digital   marke8ng  is   expected  to   grow  17%   CAGR  from   2011  to  2016   $34b   $77b  
  16. 16. Digital  Marke3ng  Defined   Email   Social   Mobile   Search   Display  
  17. 17. SMB  Digital  Marke3ng  Spend  2012   Q:  How  do  you  plan  to  allocate  your  online  marke8ng   dollars  in  2012?     17%   16%   15%   14%   12%   6%   5%  
  18. 18. By  2016   70%  of   marke8ng   budgets  will   be  allocated   to  digital     SMB  Growth  in  Digital  Marke3ng  Spend   20%   70%   2011   2016  
  19. 19. Leading  provider  of  cloud  marke3ng   so6ware  that  helps  businesses   aeract,  engage  and  retain  customers   Vocus  Today      
  20. 20. Large  and  Growing  Marke3ng  Business     Vocus   Marke3ng   sales  are   expected  to   grow  34%  in   2012  to  $90M   $67M   $90M   2011   2012  
  21. 21. Keys  to  Success   Innova3ve  Product   Integrated  cloud  marke-ng  suite     Social,  Search,  Email,  Publicity     Broad  Distribu3on   E-­‐commerce     Large  inside  sales  organiza-on     Unique  Posi3oning   SMB  Sweet  spot  $3k-­‐$30k   80%  plus  margins,  renewals   .   .   .  
  22. 22. o  Digital  marke3ng  represents  one  of  the  most   significant  opportuni3es  in  so6ware  today     o  Vocus  so6ware  suite  uniquely  addresses  cri3cal   func3ons  of  modern  digital  marke3ng   o  Pricing  and  posi3oning  creates  scalable  and  profitable   long-­‐term  business  model   o  Posi3oned  for  market  leadership  with  one  of  the   fastest  growing  cloud  marke3ng  businesses     Vocus  Investment  Highlights  
  23. 23. Go  To  Market  Strategy   Bill  Wagner,  EVP  and  Chief  Opera-ng  Officer    
  24. 24. Vocus  Total  Available  Market   Large   1,000+     employees     Mid-­‐sized   10-­‐999  employees     Small   2-­‐9  employees     Personal  businesses   1  employee     1M  orgs  x  $7K  ASP  =  $7B   5M  orgs  x  $3K  ASP  =  $15B   Vocus  TAM  =  $22B  
  25. 25. Customer  Acquisi3on  Model   Mobile   Email   Publicity   Social   Media   Marke3ng  eCommerce  Sales   Suite     o  Free  Trials  provide  high   volume  lead  flow   o  E-­‐commerce  sales   reduce  customer   acquisi3on  costs   o  Inside  sales  upgrades  to   Vocus  marke3ng  suite   o  Account  Execu3ve  team   op3mizes  renewals  and   upgrades   Free  Trial   Website   Email   SEO   Free  Trial   Free  Trial   Free  Trial   Free  Trial   Free  Trial  
  26. 26. Vocus  Sales  Model   o 0-­‐4  years  experience   o $250K  quota   o $75K  compensa3on   New  Sales   o 0-­‐4  years  experience   o $600K  quota   o $70K  compensa3on   Account  Sales   Large     Mid-­‐sized     Small       Personal  Businesses  
  27. 27. Total  Quota  Carrying  Sales  Reps    -­‐          100      200      300      400      500     2005  2006  2007  2008  2009  2010  2011  2012   Quota  Carrying  Reps   *   *  Es3mated  as  of  12/31/2012  
  28. 28. Customer  Success  Across  All  Industries   Healthcare   Technology     Non-­‐Profit  Consumer    
  29. 29. Customer  Mix   Buyers   -­‐  Small  Business  Owners   -­‐  Marke3ng  Professionals   -­‐  PR  Professionals   Customer  Size   -­‐  Small  (  <$5M)   -­‐  Mid/Large  (  >$5M)  
  30. 30. Customer  Mix     Geography     -­‐  US   -­‐  EMEA   Channel   -­‐  Field   -­‐  Inside   -­‐  eCommerce  
  31. 31. Customer  Mix   Product   -­‐  SEO  News  Release   -­‐  Publicity   -­‐  Social  Media   -­‐  Email   Packaging   -­‐  Stand  Alone  Products   -­‐  Suite  
  32. 32. Vocus  Market  Posi3oning   Marke8ng  Suites   o   Mul3-­‐channel     o   Integrated   o   $3k-­‐$30k  ASP   Enterprise  Marke8ng  PlaUorms   o   Complex  lead  scoring  &  CRM  integra3on   o   Dedicated  staff  and  services   o   $100k-­‐$1M+  ASP   Point  Solu8ons   o   Social,  Email,  Website   o   Freemium-­‐$30/mo.   Large     Mid-­‐sized     Small       Personal  Businesses  
  33. 33. Product  Overview,  Demo  and  Roadmap   You  Mon  Tsang,  SVP  Product  
  34. 34. Building  The  Modern  SMB  Marke3ng  Suite   o  All-­‐in-­‐one  trumps  point   products     o  Time  to  “WOW”   measured  in  minutes     o  Always  Prescribe   Ac8on   o  “Signature”  Features   o  Generate  leads  and   a[racts  and  retain   customers    
  35. 35. “It  makes  things  a  lot  easier  for  me.   The  recommenda3ons  are  just   fantas3c  and  they  take  the  guesswork   out  of  social  media.    It  makes  social   media  simple  and  much  easier  to   grasp.”     “Comfortable  and  easy  to  go   to...when  in  a  rush  it’s  a  nice  place  to   be.”   Recommenda3on  Engine  Tes3monials  
  36. 36. Page  1  of  Google  results  for     Boston  rare  coin  dealer     #3:  PRWeb.com   #4:  PRWeb.com   #5:  Yahoo  News  (thru  PRWeb)   #6:  beantowncoins.com  
  37. 37. “We  have  risen  to  the  first  page  on   search  engine  rankings  for  most  of   our  key  terms  in  under  90  days.”   o  Joe  Palmieri,  Beantown  Coins       “The  coverage  we  got  was  nothing   short  of  incredible.  I  think  gevng   onto  Forbes  was  my  favorite.”   o  Sco[  McIntosh,  CEO,  MusikPitch   PRWeb  Tes3monials  
  38. 38. o  Added  over  24,000  fans  in  120  days   a6er  installing  apps.   o  Free  so6ware  product  sample  was   downloaded  over  30,000  3mes.   o  Increased  fanbase  from  8,000  fans  to   over  20,000  fans  in  4  months.   o  Collec3ng  over  6,000  email  addresses   of  poten3al  customers.   o  Gained  over  8,000  new  fans  in  two   months.   o  4,000  entrants  into  Sweepstakes   campaign  in  4  weeks.   Facebook  Apps  Customer  Results  
  39. 39. o  Experts  about  spices         o  Ideas  for  luxury  market   column     o  Owners  of  companies  to  chat   about  their  2012  hiring   Publicity  Alerts  From  2012-­‐06-­‐01  
  40. 40. “Thanks  to  HARO,  our  sales  have  tripled.  Our   website  traffic  increased  by  3,000%  in  one  day   alone,  and  its  kept  up.”       “Three  weeks  a6er  responding  to  the  HARO   query,  I  was  on  a  plane  to  Florida,  where  I   shot  four  na3onal  television  appearances.  I   did  not  expect  that  to  happen.”     “It  was  June  when  HARO  got  us  into  Beeer   Homes  and  Gardens.  I  remember  because   we’d  just  released  our  new  product,  the  S2H   STEP.  When  our  coverage  appeared,  the   whole  produc3on  run  sold  out  in  two  weeks.”   HARO  Tes3monials  
  41. 41. Vocus  Mobile  Start  Page  
  42. 42. Vocus  Mobile  Recommenda3ons  
  43. 43. Vocus  Mobile  Twee3ng  
  44. 44. Vocus  Mobile  Dashboard  Metrics  
  45. 45. iContact  for  Salesforce  
  46. 46. Designed  for  Mid-­‐Market   Customers  and  Large  Senders     •  Advisory  Services   •  Web  Site  Tracking   •  Custom  Reports   •  Advanced  Segmenta3on   •  A/B  Split  Tes3ng   iContact  Premier  
  47. 47. “When  we  first  started  out,  we  would  do  snail   mail  and  postcard  mailers,  which  were  very   expensive…The  value  that  we  get  from  iContact   really  is  huge  for  us.”   “iContact  allows  us  to  take  client  lists  and  data   from  a  variety  of  different  applica3ons  and   bring  them  into  one  place.  We  can  create   campaigns  very  quickly,  test  new  ideas,  and   communicate  with  our  customers.  Being  a  small   business,  we  don't  have  a  large  marke3ng  staff,   so  iContact  makes  that  very  easy  for  us.”     “There  are  a  lot  of  email  marke3ng  solu3ons   out  there,  but  it's  difficult  to  know  which  ones   will  be  here  tomorrow...  If  customer  service  and   stability  are  your  top  priori3es,  I  wouldn't  look   anywhere  other  than  iContact.”   iContact  Tes3monials  
  48. 48. Coming  End  of  Year:   o  Fully  Integrated  Email   o  Social  Business  Stream   o  Buying  Signals     o  Local  Search  Lis3ngs     Vocus  Marke3ng  2.0  
  49. 49. Buying  Signals  
  50. 50. Tele  Atlas  (TomTom)    Comcast.net  Search    Dexknows.com   Foursquare    yellowbook.com    Kudzu.com   7mainstreet.com    Grote  Sims    realtor.com   Acme  Media    Guide  Me    RepairPal   anywho.com    hamptonroads.com    Reply.com   apartmentguide.com    Hello  Hi  Technologies    SanDiego.com   Atlanta  New  Homes  Directory    Hillclimb  Media    SimpleGeo   Ausili  Produc3ons    HomeAndRoad.com    Siri  Inc.   B2B  Yellowpages    Homestore    Snapfinger.com   beachcalifornia.com    Hostway    SnapMeals   BestOfTheWebLocal    ho{rog.com    Swipely   Boulevards  New  Media    Innova  Electronics    TechnoCom   BuyerZone    Intellistrand    Teleroute   campusfood.com    InTheMO.com    Tello   ChaCha  Search    Intuit    TenList.com   CheckPoints    JHE  Marke3ng    thefeast.com   Chevia    justclicklocal.com    thelocallife.com   Ci3es2Night.com    keen.com    townme.com   CityMaps.com    kgb    Townsquare  Media   CitySquares.com    KSL.com    TravelPost   Closely    License  Holding    Tribune  Interac3ve   Contractors.com    Local  Insight  Media    T-­‐Tell   CrowdSpot    Localbase    Tworkz.com   DDC    Locallife  Holdings    Upnext.com   DirectoryCentral.com    LymaBean    usdirectory.com   Local  Search  Op3miza3on  with  Local  Lis3ngs  
  51. 51. o  Social  CRM   o  Web  Pages   o  Mobile  Marke3ng   o  Cross-­‐channel  Campaigns   o  Universal  Designer   2013  Roadmap  Highlights  
  52. 52. Social  CRM  
  53. 53. Break   We  will  return  aXer  a  15  minute  break  
  54. 54. Customer  Panel  
  55. 55. Amy  S.  Gebhardt    Director  of  Public  Rela3ons,  Oneida     Steve  Phillips    President  ,  Purple  Trout     Kathryn  Seifert    CEO,  Eastern  Shore  Psychological  Services     Moderated  by  Bill  Wagner,  EVP  and  COO     Customer  Panel  
  56. 56. Financial  Overview   Steve  Vintz,  EVP  and  Chief  Financial  Officer  
  57. 57. o  Annual  prepaid  subscrip3on  model  and  strong   renewals  create  predictable  revenue  stream   o  Monthly  and  transac3on  eCommerce  customers  yields   low  CAC  and  drives  upsell  to  annual  subscrip3ons   o  Investment  in  sales  provides  aerac3ve  cash  returns   and  long-­‐term  leverage   o  Proven  track  record  of  balancing  top-­‐line  growth  with   profitability     Financial  Highlights  
  58. 58. Consistent  Revenue  Growth   13  consecu-ve  years  of  growth   Non-­‐GAAP.    *2012  at  mid  point  of  guidance  provided  on  5/1/2012  and  reaffirmed  today   $  Millions    -­‐          20      40      60      80      100      120      140      160      180     1999   2000   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   2011   2012*  
  59. 59. Balanced  Mix  of  Business   Revenue  by  subscrip8on  type   Annual   Monthly   Transac3on   Customer  count  by  subscrip8on  type   Annual   Monthly   Transac3on  
  60. 60. 87   Record  Customer  Growth     Over  13,000  annual  subscrip-on  customers*   *  As  of  3/31/2012    -­‐          2,000      4,000      6,000      8,000      10,000      12,000      14,000     2002   2003   2004   2005   2006   2007   2008   2009   2010   2011   2,000  acquired   customers  from   DataPresse  
  61. 61. E-­‐Commerce  (Monthly/ Transac8on)   Annual  Subscrip8on     ASP   $480   $5,000   $$  Renewal  Rate   n/a   80%   Customer  Life  (years)   n/a   5.0   Total  Life8me  Sales   $960   $25,000   Marke3ng  Acquisi3on  Cost   $300   $1,000   Sales  Cost   $0   $8,000   Total  Life3me  S&M  Cost     $300   $9,000   Total  Life8me  Contribu8on   $660   $16,000   Life3me  Profitability   69%   64%   Payback  3me  (months)   7.5   8.4   Compelling  Customer  Economics  
  62. 62. Investments  Drive  Strong  Returns   1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Cumulative  Cash Cumulative  Profit Cash   Break-­‐   even   Profit   Break-­‐   even   Collec8on,     revenue     starts   First   Sale    Hiring  a  Sales  Rep  is  Accre8ve  to  Cash  Flow  in  Year  1  and  Profit  in  Year  2.  
  63. 63. Significant  Growth  in  Marke3ng   Marke3ng   PR   Marke3ng  represents  over   47%  of  total  sales  for   FY2012       Growth  in  marke3ng   accelera3ng  to  37%  for   2H2012         0%   5%   10%   15%   20%   25%   30%   35%   40%   1H12   2H12  
  64. 64. Q2’12   o  Non-­‐GAAP  Revenue  $43.5M  -­‐  $43.8M     o  GAAP  Revenue  $42.8M  -­‐  $43.1M   o  Non-­‐GAAP  EPS  $0.08  -­‐  $0.09  on  24.2M  diluted  shares     o  GAAP  EPS  $(0.30)-­‐$(0.29)  on  19.5M  basic  and  diluted  shares   FY  2012   o  Non-­‐GAAP  Revenue  $171.3M  -­‐  $172.5M     o  GAAP  Revenue  $169.1M  -­‐  $170.3M   o  Non-­‐GAAP  EPS  $0.38  -­‐  $0.40  on  24.0M  diluted  shares     o  Free  Cash  Flow  $15.5M  -­‐  $16.5M     o  GAAP  EPS  $(1.25)-­‐$(1.23)  on  19.5M  basic  and  diluted  shares   Reaffirming  Q2’12  and  FY2012  Guidance  
  65. 65. Balance  Sheet  Highlights   Cash  &  Investments   Total  Debt   Total  Assets   2012   $25.8   2010   $100.4   Deferred  Revenue   $  in  Millions   2011   $108.2   $283.9  $174.5   $195.7   $1.8  $0.3   $1.0   $66.4  $56.6   $63.0   Shareholders’  Equity   $102.4  $104.4   $102.7   December  31   March  31   92  
  66. 66. Long-­‐Term  Financial  Model   (2%)   Revenue   Opera8ng  Margin   G&A   R&D   S&M   Gross  Margin   2012*   78%   $28.1   53%   9%   18%   Free  Cash  Flow   ($2M)   $  in  Millions   2005   6%   83%   $171.9   54%   6%   17%   $16M   25-­‐30%   Long-­‐Term   Op  Model   85-­‐87%   100%   41-­‐42%   5-­‐7%   10-­‐12%   25-­‐30%   All  data-­‐points  referenced  above  are  on  a  Non-­‐GAAP  basis.     *2012  at  mid  point  of  guidance  provided  on  5/1/2012  and  reaffirmed  today.   18%   83%   $84.6   44%   4%   17%   $20M   2009  
  67. 67. o  Expand  cloud  marke3ng  suite   o  Grow  inside  direct  sales  force     o  Expand  e-­‐commerce  and  alternate  channels   o  Expand  interna3onal  opera3ons   o  Selec3ve  opportunis3c  acquisi3ons     Long-­‐Term  Growth  Levers  
  68. 68. Concluding  Remarks  and  Q&A  
  69. 69. o  Digital  marke3ng  represents  one  of  the  most   significant  opportuni3es  in  so6ware  today     o  Vocus  so6ware  suite  uniquely  addresses  cri3cal   func3ons  of  modern  digital  marke3ng   o  Pricing  and  posi3oning  creates  scalable  and  profitable   long-­‐term  business  model   o  Posi3oned  for  market  leadership  with  one  of  the   fastest  growing  cloud  marke3ng  businesses     Vocus  Investment  Highlights  
  70. 70. Vocus,  Inc.   Cloud  Marke3ng  So6ware     Analyst  Day  Presenta-on     June  6,  2012  

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