Sirius Decisions 2018 ROI Award Winner and Results

1. 2018
ROI Award
Winner

2. ©2017 Vocera Communications. All rights reserved.
Pipeline
No accurate measurements in Salesforce.com
One month to identify $5M in active marketing sourced pipeline
Awareness
Random acts of content marketing (e.g. hospital report emailed to nuclear leads)
$10K/month on paid search with zero leads
How My Vocera Journey Started
“I’m skeptical because haven’t seen demand gen work in previous companies.”
-- EVP Sales & Services
Demand
No marketing automation platform or database structure
Messaging built around events and product features instead of buyer needs

3. ©2017 Vocera Communications. All rights reserved.
Scope and Growth
Align to Regional Sales Priorities
•Regional Events
•International growth
•Executive events
•Strategic Accounts
Field
Marketing
Digital Presence
•Website
•Paid Search
•Organic search
•International presence
Digital
Marketing
Build Media Engagement
•Alignment with PR goals
•Webinars
•Content syndication
•Video bylines
•Display ads
Paid Media
Build Pipeline
•Demand Waterfall
•Integrated Campaigns
•Sales partnership
Demand
Generation
Buyer Aligned
•Thought leadership
•Persona Journeys
•Future of Caring
Content
Marketing
Martech & Budget
•Marketing Automation
•Technology tool alignment
•IT and Finance partnership
•Full budget ownership
Technology
and Budget
Pipeline
Website
Thought Leadership
Events/ABM

4. ©2017 Vocera Communications. All rights reserved.
30%
of bookings
from marketing
sourced pipeline
35%
of overall sales
pipeline is now
marketing
sourced
45%
growth in
website
traffic
50%
increase in
Contact Us
form
submissions
30%
growth in
organic
website
traffic
Results (so far)
100’s
leads per
month from
paid search
2018 ROI AwardAward Winning Campaign:
The Future of Caring