This document discusses source code marketing, which analyzes source code on websites to identify technologies and marketing activities. It notes that source code was traditionally only content and display data, but now reveals valuable marketing insights due to cloud computing and APIs. Examples of source code marketing uses include lead augmentation, list building, and technology profiling. The document provides a case study of using source code analysis to build a prospect list by identifying websites using specific marketing technologies. It argues that source code marketing can reveal broader technology and marketing trends across industries.

1. Source Code Marketing
Uncovering opportunities and trends using big data.

2. Source Code Marketing
A marketing strategy which makes use
of the wide-scale identification of
technologies found within the source
code of websites.

3. Why The Age Of Source Code
Marketing is Dawning
•PAST: Source code held only content
and display data. Data was expensive
and difficult to analyze.
•TODAY: Source code reveals
marketing activity. Cloud computing
and API services allow for rapid and
inexpensive analysis of data.

4. Cloud Computing Is Changing How
We Discover and Examine
Marketing Data
•15,000,000 Websites
•20 Servers
•5 hours of processing
•20 X 5 X .09 = $9 bucks or

5. Uses of Source Code Marketing
• Lead Augmentation
• Prospect List Building
• Content Marketing
•Technology Profiling

6. An Example… Datavail.com
•

7. Datavail.com Source Code
Reveals Its SaaS DNA
•

8. What does Datavail’s source code
say about its online marketing
activities?
• LiveChat – On-demand sale team.
•HubSpot – Inbound and Content marketing
• Salesforce – Lead management and ROI Tracking
•Google Remarketing – Paid Search Advertising
•Marketo – Enterprise Marketing Automation

9. And Datavail’s source code can
reveal what it’s not doing…

10. How Do You Use Source Code
Marketing Data To Improve ROI?

11. Case Study: Prospect List Building
OUR GOALS
• Create a direct mailing list
• Companies in the list operate in specific business sectors where there is strong
demand for our service.
• Companies in the list must be deploying advanced internet marketing services:
• Marketing Automation
• Bid Management
• Ad Retargeting
• CRM Integrations
• Enterprise Web Analytics
• Online Chat

12. Case Study: Prospect List Building
OUR STEPS
1. Built initial list via Jigsaw.com API where we requested all businesses in the
‘Outpatient Care Centers’, ‘Payroll Services’, ‘Data and Records Management’ and
‘E-Commerce & Internet Businesses’ and ‘Advertising, Marketing and PR’ sectors.
36,282 business records where retrieved. Free.
2. Next, we downloaded the homepage source-code for all the businesses.
3. Finally, we analyzed the source code to identify which businesses where
employing advanced marketing services and techniques.

13. We Searched For

14. Results: We found the needles in the
haystack

15. You Can Use Source Code Marketing
For More Than List Building
Source code marketing can reveal at the macro level the nature of
technology landscapes.

16. Auto Industry: Facebook ‘Likes’
Blue markers = 

17. Auto Industry: Facebook Engagement %
Blue markers indicate < 0.58% engagement 

18. Auto Industry: Twitter By Follower Count

19. Thank You!
Jeff Tirey
CMO, Founding Partner
@tireytv
jeff.tirey@mongoosemetrics.com