Change is happening faster than ever. In order to adapt, B2B marketing organizations need to be proactive rather than reactive to drive better results. In this session, you'll learn the tools and frameworks Intuit uses to drive breakthrough innovation, inspire awesome, earn customer trust, and lead teams through change.

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EMBRACING CHANGE IN
B2B MARKETING
Lessons learned from our journey
Timothy Riedel
Group Marketing Manager, Intuit QuickBase

2. 1 Introduction / Background (10 minutes)
2 Creating a Mindset of Change (20 minutes)
– Understand your business model
– Delight your customers
– Focus on people and process
– Think big but start small
3 Recap (5 minutes)
4 Questions (10 minutes)
AGENDA

3. Demand & Segment Marketing
responsible for:
• Social
• Web + Development
• Email
• Search (organic/display/paid)
• Content
5 Years @ Intuit QuickBase
3 Years @ MyNewPlace.com
linkedin.com/in/timriedel
TIM
RIEDEL

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SIMPLIFY THE BUSINESS OF LIFE
• >4.5B in Revenue
• >8000 Employees
• HQ in Mountain View

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QuickBase is a cloud-based
workspace for customizable
business apps.
>3M Apps Created
>5000 Customers (SMB to ENT)
600+ Ready-to-Use Apps
HELPING TEAMS WORK SMARTER
QuickBase helps businesses get more done
with apps that match their exact processes.

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(general blank slide)

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Kelcy Pegler, Jr
President
“It was important that our software
platform provided the information and
process framework to reflect our
business and its fast, real-time pace.
Without QuickBase, maintaining a top
notch customer experience while
experiencing exponential growth would
not have been possible.” Read the
success story

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Lorie Clements
President
"Coordinating where 60 trucks are
going in three cities on any given day
is quite complicated. We use
QuickBase to dispatch our moves,
which means organizing and assigning
multiple different move, pack, and
storage services, serving 30,000
customers per year.“ – Read the
success story

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Matt Easterlin
VP of Global Operations
“Because of QuickBase, we have
a lot of visibility into what we’re
doing. We know how our people
are spending their time. We can
report, in real time, how we’re
doing against service level
agreements.” – Read the success
story

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THE STATE OF AFFAIRS

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>60%
of prospect due diligence is
complete before contacting a
supplier.
CEB - http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page?hs=sns

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4X
increase in the speed of
America’s Cup boats from
2007-2014 (10 knots – 40
knots).
The Verge - http://www.theverge.com/2013/9/3/4672686/billionaire-death-race

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THE ONLY THING CONSTANT
IS CHANGE.

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1 UNDERSTAND YOUR
BUSINESS MODEL

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~1.5yrs
is the average pay-back period
for enterprise SaaS
companies.
VentureBeat - http://venturebeat.com/2013/07/24/the-unprofitable-saas-business-model-trap/

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TOFU
MOFU
BOFU
Leads
MQLs
Customer
Visits
EXPAND
Adoption
New Acquisition
Retention
Repurchase

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Content scaled to all 3-stages
Customers wanted to help
Customers are our best voice
Get this eBook

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2 DELIGHT CUSTOMERS

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FALL IN LOVE
WITH THE PROBLEM,
NOT THE SOLUTION.

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Follow-me homes
Net Promoter calls
Customer interviews

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3 FOCUS ON PEOPLE &
PROCESS

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SLOW DOWN to
SPEED UP.

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Launch, Learn,
Tune
Build Case
Involve
Team
OutcomeAction
SPEED TO OUTCOME
Manage ResistanceDesign Launch
OutcomeAction
SPEED TO ACTION

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L - Lead
a - and
M - Marketing
A – Automation
THON
Combination hack-a-thon, code jam, lean start-in experiment.

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4 THINK BIG BUT START
SMALL

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“D4D is our number 1 weapon in attaining growth.”
SCOTT COOK

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Launched in <1wk
10 existing blog articles
>9000 downloads
~800/month
Get the eBook

31. 1 Understand your business model
2 Delight your customers
3 Focus on people and process
4 Think big but start small
CREATING A MINDSET OF CHANGE

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QUESTIONS?