Baxter Denney, VP Online Marketing and Operations at New Relic, shares how their team has scaled to support an ever-complex sales motion during a time of hyper-growth.

1. Scaling Marketing for Rockstar
Unicorn Hypergrowth
Baxter Denney
Vice President, Online Marketing & Operations
New Relic

2. • What is New Relic
• Where New Relic Marketing came from
• Why Engagement Marketing?
• Surprises and what we wish we had done differently
• New Relic Marketing, circa today
• Results
• Takeaways
• Marketo and Me
Scaling Marketing
Agenda

3. A Brief History of New Relic

4. Traffic
Signups
Deploys
Deals
$$$
Early 2013

5. Early 2013
VP, MKTG
Demand
Generation
Community/Events Product Marketing Creative

6. Traffic
Signups
Deploys
Deals
$$$
Traffic
Signups
Deploys
Deals
$$$
EnterpriseSMB
Late 2013

7. Traffic
Signups
Deploys
Deals
$$$
Traffic
Signups
Deploys
Deals
$$$
Traffic
Signups
Deploys
Deals
$$$
ESB
SMB
Mid-MKT
Traffic
Signups
Deploys
Deals
$$$
Traffic
Signups
Deploys
Deals
$$$
Enterprise
Commercial
EnterpriseSMB
Early 2014

8. Existing Customers Existing SMB Existing Enterprise Free Users New Customers
Late 2014

9. Today(!!)

10. The Marketer’s Technology Landscape

11. The Now

12. Marketo Launchpoint

13. Today
CMO
Online
Marketing
Web
Strategy
MOPS
DemandGen
Lifecycle
Field
Marketing
Community
Field Events
Segment
Marketing
Product
Marketing
Solutions
Marketing
Market
Research
Content
Comms
Brand
Creative
PR / AR
Social

14. ©2008-15 New Relic, Inc. All rights reserved.
Cool things we’ve done
 Predictive analytics + MKTO Scoring
 MKTO + New Relic Insights
 Workspaces
 ‘Fill in the gap’ appends
 Auto-routing
14

15. ©2008-15 New Relic, Inc. All rights reserved.

16. ©2008-15 New Relic, Inc. All rights reserved.
MOAR!
15
32
60
90
110
125
140
150
0
20
40
60
80
100
120
140
160
Q1 FY2014 Q2 FY2014 Q3 FY2014 Q4 FY2014 Q1 FY2015 Q2 FY2015 Q3 FY2015 Q4 FY2015
• Decreased lead flow
• Higher conversion rates
(signup-trial, trial-purchase)
• More efficient spend
• Higher ADS
• Increased content engagement

17. ©2008-15 New Relic, Inc. All rights reserved.
What would we have done differently?
 Marketing Operations
 Think one year out
 Be active in the community
 Engage Sales early and often
 Think of the customer!
17

18. Marketo and Me

19. Thank You!
Baxter Denney
@tbdenney