1. Principles of a Modern Marketing Team
Rob Israch, Vice President, Global Marketing Programs, NetSuite
.

2. Today’s Agenda
© NetSuite Inc. 2013 Confidential 2
NetSuite
Situational
Overview
NetSuite
Marketing
Program
Strengths
Future of
NetSuite
Marketing
1
2
3

3. NetSuite: World’s #1 Cloud ERP
Background
! Publicly traded on NYSE: “N”
! 2400+ employees
! $414.5M revenue in FY13
! $123M revenue in Q1 FY14
Performance
! World’s leading cloud business
management system
! Used by 20,000+ organizations
! Fastest growing top 10 FMS WW
! Used across 100+ countries
#1 Cloud ERP Suite
© NetSuite Inc. 2014

4. 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

5. NetSuite Does Growth
© NetSuite Inc. 2013 Confidential 5
41.7%
5.2%
0.90%
-1.50% -4%
NetSuite Microsoft Sage SAP Oracle
Market Share Growth
Fastest Growing Financial
Management System Vendor
– 5 years running
(Gartner)
Revenue Growth
Share of Cloud Unicorns
(companies with >$1B in valuation)
35% YoY
Accelerating growth rate, YoY
15 out of 16
Next cloud unicorns are NetSuite customers
Bessemer Venture Partners, June 2014

6. NetSuite Marketing’s Contribution to Success
© NetSuite 2014
6
Marketing inputs built in to annual revenue forecast model
% of New Revenue from Marketing Leads
66%
42%
SaaSPeers
NetSuite
Sirius Decisions evaluation:
NetSuite contribution to sales 50%
+ higher than SaaS peers

7. Where We Stand Out
7
Sales-Marketing Alignment
Science -
based
Approach
Intent -
based
Marketing
Focus
Speed &
Agility

8. Where We Stand Out
8
Sales-Marketing Alignment
Science -
based
Approach
Intent -
based
Marketing
Focus
Speed &
Agility
1

9. Operating with Speed and Agility
• Build a machine
– Build the foundation you can add levels
on top of
– Look for repeatability and scalability
– Use technology to accelerate progress
• Force rank all decisions:
– Must make trade-offs
– Double-down on top performers
Publisher ROI - New
Leads
ROI - New
+ Nurtured
Cost per
Prospect
Lead to
Prospect
Rate
AAA 11.8 15.3 $4,282 0.9%
BBB 6.0 6.0 $2,380 37.5%
CCC 5.3 5.3 $7,750 5.9%
DDD 5.1 7.5 $4,333 2.4%
EEE 4.0 7.2 $2,061 7.6%
FFF 3.8 7.7 $6,038 3.1%
GGG 3.4 3.4 $6,071 3.2%
HHH 3.4 4.6 $1,642 5.3%
III 3.3 3.3 $11,250 13.3%
JJJ 3.0 4.9 $3,678 1.3%
KKK 3.0 7.2 $21,813 7.0%
LLL 2.9 2.9 $2,828 6.6%
MMM 2.3 2.6 $8,100 0.6%
NNN 2.0 3.2 $6,775 2.9%
OOO 1.4 NA NA 2%
PPP 1.2 NA NA 4%
QQQ 1.4 1.4 $5,357 9.6%
RRR 1.0 1.0 $13,066 7.5%
SSS 0.0 19.1 $9,600 0.9%
TTT 0.0 10.8 $11,055 0.5%
UUU 0.0 7.6 $3,750 16.7%
VVV 0.0 5.2 $3,714 2.5%
WWW 0.5 2.4 $28,330 0.4%
• Test and learn
– Failure is success: Fail fast, learn fast
– Constant optimization
– Change course when data shows plans
not working
• Build culture of ownership, accountability, and
specialization
Test BuildOptimize

10. Marketing Agility Values
Speed
Data
What works
Jazz
Customer Centric
Talent: Drive & Curiosity
Perfection
Intuition
What’s cool
Symphony
Integrated
Talent: Experience
Vs

11. Homepage A/B Test
© NetSuite Inc. 2014 Confidential 11
Experience A (Default) Experience B (New)
10.48%
Increase in
Click
Through
Rate
16.35%
Increase in
Conversion
Rate

12. Where We Stand Out
12
Sales-Marketing Alignment
Science -
based
Approach
Intent -
based
Marketing
Focus
Speed &
Agility
2

13. Finding intent > target market match • 70% of our leads and revenue intent-based
• Identify and maximize intent-based sources
• Optimize: landing page, web site, and program optimization
• Nurture leads to sale with educational content
• 80 / 20 rule:
• 80%: Optimize and max out top ROI performers
• 20%: Constantly identify and test growth areas
• Forecast points of diminishing returns and plant seeds for future
growth
Intent-Based Marketing Approach
26%
24%21%
11%
19%
56%
18%
18%
8%
40%
35%
23%
1%
Original lead source Lead-to-prospect Prospect-to-customer
Channel*
attribution across
the funnel
(2013)
*Channels include keyword paid, natural, online comparison tools, referrals, email, webinars, events, etc.
X months Y months

14. SEO Performance

15. SEO Content Marketing

16. Where We Stand Out
16
Sales-Marketing Alignment
Science -
based
Approach
Intent -
based
Marketing
Focus
Speed &
Agility
3

17. Science-Based Marketing
§ Let data be your guide
§ Apply data to inform your entire marketing
strategy
§ Measure on true marketing ROI and invest
based on data
§ ROI > Quality
§ Use balanced scorecard approach
§ Communicate learnings to influence
organizational change

18. Marketing Reports We Use
Timing of
reports
Type of reports
Real time
Dashboards
and KPIs
• New vs nurtured leads
• By region, product, employee size, program
Prospects, customer conversion
In–system
reports
• Lead category, source count by segments
• Revenue by source by segments
Monthly Detailed
Marketing
Performance
• New, nurtured leads by source, employee
size, sales team, industry, region, prospect,
customer, etc
Quarterly • ROI campaign performance reporting
• ROI reporting for all paid programs
• ROI by paid keyword reporting
Full-funnel View

19. Optimize with Program Revenue Contribution

20. Measure All Programs Down to ROI
§ Measure and prioritize marketing program investments
§ Identify opportunities to expand and which programs to cut and optimize
§ Use balanced scorecard approach
Publisher ROI - New
Leads
ROI - New +
Nurtured
Leads
Cost per
Prospect
Lead to
Prospect
Lead to
Customer
TOP
AAA 40.4 40.4 $49,500 2.9% 2.9%
BBB 10.1 10.1 $2,679 9.4% 1.9%
AVE
DDD 0.2 0.2 $145,000 33.3% 33.3%
EEE 0.0 0.0 $169 7.7% -­‐
FFF 0.0 0.0 $3,300 5.0% -­‐
POOR
KKK 0.0 0.0 - 0.0% -­‐
LLL 0.0 0.0 - 0.0% -­‐
MMM 0.0 0.0 - 0.0% -­‐
OOO 0.0 0.0 - 0.0% -­‐

21. Data Impacts Far More Than Program Optimization
Segment
Lead to
Customer
Conversion
Opportunity
Count
Customer
Count
Target
Universe
Universe
Penetration
Rate
Reference
Customers Satisfaction
AAA 1.0% 92 15 73,944 0.04% 8 8.1
BBB 0.6% 69 12 42,956 0.14% 8 8.3
CCC 0.6% 17 6 51,177 0.11% 3 6.7
DDD 1.5% 59 9 7,558 0.16% 1 7.0
EEE 1.2% 31 5 16,415 0.07% 1 7.4
Prioritize
segments
and targets
Understanding
demand and
customer language
Improve
messaging
Improve web
site performance

22. Pitfalls of Data
1 You don’t always have
ROI
§ Look for predictors of sale (cost per
opportunity, lead to prospect
conversion, etc)
§ Use balanced scorecard approach
2 Paralysis analysis § Value of data is directional: look for
patterns to find meaning
§ Some decision better than no decision
>> No deer in headlights
3 Data is only focused
on past, leaves no
room for creativity
§ Data provides focus for creativity to
leap off of. Testing validates best
creative approaches
§ Forecast points of diminishing returns
and clues to next growth channels
§ Use predictive modeling approaches

23. Data Highlights Future Opportunities
Early Funnel
Sources Not
Significant
Contributor to
Revenue
26%
24%21%
11%
19%
56%
18%
18%
8%
40%
35%
23%
1%
Original lead source Lead-to-prospect Prospect-to-customer
Channel*
attribution across
the funnel
(2013)
X months Y months

24. ERP Buying Experience
© NetSuite Inc. 2013 Confidential 24
NetSuite
Confiden.al
NetSuite
Confiden.al
Buyer
Stage
Status
Quo
Understand
Requirements/
Op5ons
Engage
Vendor(s)
Iden5fy
Problem/
Opportunity
Make
Decision/
Purchase
Key
Question
How do I manage
basic finance
operations?
How do I support
growth triggers/
scenarios?
How are my peers
addressing similar
challenges?
Which vendor solves
my problems easily
and quickly?
Will the exec team
(CFO) buy into this
vendor?
Next Step
Requirement
Potential
Roadblock
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Buyer
Activity
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