How to Get the Most

Out of Your Inbound Marketing April 1, 2014

Today’s Featured Speakers

Rob Israch

Vice President, Global Marketing Programs

NetSuite

Giles House

CMO

CallidusCloud

Agenda

• Industry Trends: Inbound Marketing

• Key Tactics & Best Practices:

• Attract

• Engage

• Convert

• Key Metrics & Reporting

• Open Panel

Analyst Research

75% of all inquiries will be

made online by 2015

32% of brands are spending

less on outbound

marketing to focus on

content for inbound

62% less per lead than

outbound leads

Inbound leads cost

40% of reps say they need better leads

28% want to accelerate their pipelines

Key Tactics to

Engage & Convert

Use Web Analytics to Improve Experience

Understand which content people engage with most

– Optimize content people show interest in, remove the noise

Use IP web analytics to understand what visitors to your site look like

– By employee size, industry, annual revenue, company name

Learnings can often apply beyond your web pages

Use Testing Tools to Optimize Site

Use multivariate testing tools to improve yield of key web and landing pages

Cuts through opinions by identifying variables that achieve end results

Great way to counter rising CPCs

Dynamically Service Relevant Web Content

By Employee Size, Industry, Region, Annual Revenue, Company Name

And Subsidiaries in 100+ Countries

Qualcomm

Land O’Lakes

Use Inbound to Grow Outbound

Use web retargeting to retarget traffic once they left your site

Match site visitors by IP to strengthen your outbound database

Target visitors via outbound with relevant content based on their web behavior

Leverage and repurpose content across both inbound and outbound programs

Use inbound intelligence to inform outbound programs

Understand demand, customer language, and painpoints

Use Search to Strengthen Messaging

Help Sales Manage Their Lead Activity

Help sales monitor new and nurtured leads activity

Provide visibility to which leads clicked on emails and visited web site

Help sales understand prospect’s business need

Ecommerce

ERP

PSA

Key Metrics &

Reporting

Real-Time KPI Reporting

Quickly monitor lead performance

By new lead, nurtured lead, employee size, conversion, sources, team, vertical, etc

Real-time Lead Source Analysis

Understand lead performance across your program mix

Get data instantly

Select date range

Drill down to understand data

Optimize with Program Revenue Contribution

Playbooks

#caldc3

5 Keynotes

50+ Breakout Sessions

1000+ Attendees

Speakers from

• Xirrus, RagingWire, nTelos, Juniper Networks, HealthNet, Cree

• Aberdeen, Forrester, Gartner

caldc3.com

Q&A