BEST PRACTICES IN B2B INBOUND MARKETING

Mei HeDirector, Inbound Marketing

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NETSUITE:

Background

•Founded 1998; IPO in 2007

•Publicly traded on NYSE: “N”

•2700+ employees

•Offices in 11 countries

•$414M revenue in FY13

•$131.8M revenue in 2Q14

Performance

•World’s most deployed cloud ERP

•Used by 20,000+ organizations

•Fastest growing top 10 Financial Management

Software Worldwide

•Used across 150+ countries

#1 Cloud ERP Suite

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• 6+ years at NetSuite• 2 corporate website redesigns• 8 acquisitions• International expansion• Grew PPC budget 5x; 10% YoY lead

growth• Push strategic keywords into page 1

MEI HE

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OUR MARKETING CHALLENGE

Must Outpace & Out Move Competition

• Purchase is strategic, risky

decision

• Multi-department support

needed

• Requires CEO, CFO sign off

• Large incumbent

competitors, deep pockets

• Diverse target market

• Small & growing, midsized, large businesses

• Solutions: One system, financials,

ecommerce, CRM

• Smaller marketing team

compared to peers

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TOPICS

• Protecting Your Brand• Paid and unpaid Alignment• Scaling for Growth• Acquisitions • Tracking Your Competition• What’s Next?

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• Set a benchmark, start tracking and reporting

• Own your page 1 results– Leverage social media,

YouTube, blog etc

• Watch out for competitors

• Watch out for your frienemies

PROTECTING YOUR BRANDWho is ranking for your company’s brand?

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DO YOU KNOW WHO’S RANKING ON YOUR TERMS?

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• Tracking and reporting – CRM/Marketing Automation +

Financials

• Leverage PPC data for SEO and social and digital campaigns– Ad text – PPC keywords that bring in leads– PPC keywords that bring in REVENUE

• SEO,PPC, 3rd party vendors rolls up to same team

• Take PPC talent and teach them SEO and paid media

PAID AND UNPAID ALIGNMENT

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• Leverage the data you have and stay on course

• Focus on a strategy and nail it• Educate your extended team

(PR, Social, Content)• Build relationships and

credibility through results• Hire consultants for execution

SCALING FOR GROWTH

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• Centralize SEO and PPC in HQ

• Tracking and reporting must be standardized

• Maintain SEO for shelf space

• Continue to run PPC for shelf space and brand protection

ACQUISITIONSWhen Your Company Grows, It Will Acquire

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• Track your competitors

• Do some sleuthing • Adopt and try new

concepts• Good way to track

algorithm updates and impact

COMPETITOR TRACKING

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• Turn traffic into leads – website optimization• Attribution and tracking with new media• Branding impact on search and new media

WHAT’S NEXT?

MEI HEmhe@NetSuite.com@Mei_He