Source Code MarketingUncovering opportunities and trends using big data.

Source Code Marketing

A marketing strategy which makes use of the wide-scale identification of

technologies found within the source code of websites.

Why The Age Of Source Code Marketing is Dawning

•PAST: Source code held only content and display data. Data was expensive and difficult to analyze.

•TODAY: Source code reveals marketing activity. Cloud computing and API services allow for rapid and inexpensive analysis of data.

Cloud Computing Is Changing How We Discover and Examine Marketing Data

•15,000,000 Websites•20 Servers•5 hours of processing•20 X 5 X .09 = $9 bucks or

Uses of Source Code Marketing

• Lead Augmentation• Prospect List Building• Content Marketing•Technology Profiling

An Example… Datavail.com

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Datavail.com Source Code Reveals Its SaaS DNA

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What does Datavail’s source code say about its online marketing activities?

• LiveChat – On-demand sale team.•HubSpot – Inbound and Content marketing• Salesforce – Lead management and ROI Tracking•Google Remarketing – Paid Search Advertising•Marketo – Enterprise Marketing Automation

And Datavail’s source code can reveal what it’s not doing…

How Do You Use Source Code Marketing Data To Improve ROI?

Case Study: Prospect List Building

OUR GOALS• Create a direct mailing list• Companies in the list operate in specific business sectors where there is strong

demand for our service.• Companies in the list must be deploying advanced internet marketing services:

• Marketing Automation• Bid Management• Ad Retargeting• CRM Integrations• Enterprise Web Analytics• Online Chat

Case Study: Prospect List Building

OUR STEPS

1. Built initial list via Jigsaw.com API where we requested all businesses in the ‘Outpatient Care Centers’, ‘Payroll Services’, ‘Data and Records Management’ and ‘E-Commerce & Internet Businesses’ and ‘Advertising, Marketing and PR’ sectors. 36,282 business records where retrieved. Free.

2. Next, we downloaded the homepage source-code for all the businesses.

3. Finally, we analyzed the source code to identify which businesses where employing advanced marketing services and techniques.

We Searched For

Results: We found the needles in the haystack

You Can Use Source Code Marketing For More Than List Building

Source code marketing can reveal at the macro level the nature of technology landscapes.

Auto Industry: Facebook ‘Likes’

Blue markers =

Auto Industry: Facebook Engagement %

Blue markers indicate < 0.58% engagement

Auto Industry: Twitter By Follower Count

Thank You!Jeff TireyCMO, Founding Partner@tireytvjeff.tirey@mongoosemetrics.com