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Learn how NetSuite became the world’s fastest growing financial management vendor for five years running through intent-based marketing. In these slides, Rob Israch, VP Global Marketing Programs, and Mei He, Director Inbound Marketing, share key practices to achieve best in class search performance, including integrating paid keyword and natural search initiatives, centralizing search across a global enterprise, optimizing around closed loop ROI, utilizing content marketing to drive search performance, and leveraging search intelligence to improve overall marketing effectiveness.
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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 [email protected]@Mei_He