An overview of the Monsoon Commerce b2b marketing journey presented at the Marketo Social Marketing Rockstar event.

1. @caseycarey
#marketotour
Putting Together a Garage Band
Monsoon Commerce and Marketo
Casey Carey, VP Marketing
July 26, 2012
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 1

2. Today’s Topics
• About Monsoon Commerce
• Sales & Marketing Background
• Technology Enabling Marketing
• Life Before Marketo/Why Marketo
• Our Strategic Objectives
• Example Social Campaign
• Tips for Success
• Future Plans
• Q&A
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 2

3. About Monsoon Commerce
Fast Facts
• Installed software moving to SaaS
• Founded: 2002, majority owned
by Oak Hill Capital
• Headquarters: Emeryville, CA
• Offices: Portland, Philadelphia,
Reno
• Employees: ~170
• 2500 software customers
• Own and operate Alibris.com
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 3

4. About Monsoon Commerce
Target Market
‒ Mid-market
merchants selling
online
‒ $0.5 to $50MM in
online sales
‒ NA and UK
Available market is
approximately 200K
merchants representing
$92BN in annual gross
merchandise sales
4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 4

5. Sales & Marketing Background
• Primary Sales Regions
• North America
• UK
• Sales (PDX, EMY, PHL)
• Strategic Accounts, Inside Sales,
Account Development Rep,
Sales Engineering (no Sales Ops)
• Marketing (PDX)
• Product Marketing, Corporate
Communications, Programs, and
Events
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 5

6. Technology Enabling Marketing
Marketing Events Analytics
Websites/Blogs Sales and CRM Stuff I Love
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 6

7. Life Before Marketo – January 2012
• Primarily outbound prospecting
and a couple events
• Sales followed up with every lead
• Lots of tactical emailing via
Vertical Response, Bronto, and
Emma
• Really no:
– Consolidated marketing database
– Significant paid media programs
– Content marketing
– Social media
– Scoring or routing
– Reporting
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 7

8. Why Marketo?
• A modern platform – time to value
• SaaS – easy to deploy
• Easy to use
• Built for marketers
• Integration
• Salesforce
• GoToWebinar
• Capabilities
• Progressive profiling
• Scoring and routing
• Form and email templates
• Analytics
• Revenue cycle model
• Flow and campaign performance
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 8

9. Our Four Strategic Objectives for 2012
1 2
Elevate the Brand Generate Demand
3 4
Get Some Chops Build a Tribe
9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 9

10. 1. Introducing and Elevating the Brand
“Well-managed brands get stronger. Poorly managed brands lose their
power and fade away.”
“We power merchant
success online.”
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 10

11. the brand position describes the
UNIQUE SPACE YOU OCCUPY
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 11

12. Final Positioning from Our Agency
Unlock your
potential.
Our technology solutions enable
smarter commerce through
analysis and automation, and our
passionate team delivers
innovative ways to unlock
potential.
/ 12
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 12

13. © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 13

14. Establishing Truly Differentiated Positioning
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 14

15. 2. Building a Demand Generation Machine
“Our growth depends on the quality and quantity of MQLs. And both
metrics should be tracked and (gulp) exposed to the entire business.”
Paid Unpaid Lead Scoring Methodology
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 15

16. 3. Getting Some Chops (Content Marketing)
“Chops is a short way of saying ‘expertise, authority, and credibility’. It
answers the critical question: Why should I believe you?”
Assets/Activities Mapped to Buyer Stages Mapped to Personas
16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 16

17. 3. Getting Some Chops (Content Marketing)
17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 17

18. 4. Building a Tribe (Social Marketing)
“If you want us to follow you, don't be boring! Good enough, stopped
being good enough a long time ago. Why not be great?”
Define the “center of
gravity” for each
• Role/persona
• Communications
• Engagement
• Types of content
Continue to build your
audience
Integrate into all
programs as
appropriate
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 18

19. Example Social Campaign – Customer
Conference Facebook Sweeps
/ 19
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 19

20. Tips for Success
1. Brand and positioning matter, aspire to be
different, really different
2. Get to know your leads, you’ll learn something
valuable
3. Always ask, “Will this add incremental value?”
If no, test it anyway, then keep it or kill it
4. Social vanity metrics are okay to start,
ultimately you care about interactions and
engagement – maybe even conversions?
AND…
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 20

21. …Play for Keeps by Keeping Score
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 21

22. A Glimpse of What’s Next
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 22

23. And While We Are At It…
• Get much better at tracking campaign performance
including contribution of social
• Content, content, and more content
• Nurturing and SEO to drive down CPL
• Engage our social ecosystem more often and more
consistently – continue to build
• Closed – Lost and reactivation programs
• Prepare for Next Gen SaaS plaftorm launch Q213
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 23

24. Questions?
Thank You!
ccarey@monsooncommerce.com
caseykcarey
caseycarey