marketo roadshow - scaling marketing for high growth

Scaling Marketing for Rockstar Unicorn Hypergrowth

Baxter DenneyVice President, Online Marketing & OperationsNew Relic

• What is New Relic• Where New Relic Marketing came from• Why Engagement Marketing?• Surprises and what we wish we had done differently• New Relic Marketing, circa today• Results• Takeaways• Marketo and Me

Scaling MarketingAgenda

A Brief History of New Relic

Traffic

Signups

Deploys

Deals

$$$

Early 2013

DTFA

Early 2013

VP, MKTG

DemandGeneration

Community/Events

Product Marketing Creative

Traffic

Signups

Deploys

Deals

$$$

Traffic

Signups

Deploys

Deals

$$$

EnterpriseSMB

Late 2013

Traffic

Signups

Deploys

Deals

$$$

Traffic

Signups

Deploys

Deals

$$$

Traffic

Signups

Deploys

Deals

$$$

ESB

SMB

Mid-MKT

Traffic

Signups

Deploys

Deals

$$$

Traffic

Signups

Deploys

Deals

$$$

Enterprise

Commercial

EnterpriseSMB

Early 2014

Existing Customers Existing SMB Existing Enterprise Free Users New Customers

Late 2014

Today(!!)

The Marketer’s Technology Landscape

The Now

Marketo Launchpoint

TodayCMO

Online Marketing

Web Strategy

MOPS

DemandGen

Lifecycle

Field Marketing

Community

Field Events

Segment Marketing

Product Marketing

Solutions Marketing

Market Research

Content

Comms

Brand

Creative

PR / AR

Social

©2008-15 New Relic, Inc. All rights reserved.

MOAR!

Q1 FY2014 Q2 FY2014 Q3 FY2014 Q4 FY2014 Q1 FY2015 Q2 FY2015 Q3 FY2015 Q4 FY20150

20

40

60

80

100

120

140

160

15

32

60

90

110

125

140150

• Decreased lead flow• Higher conversion rates

(signup-trial, trial-purchase)• More efficient spend• Higher ADS• Increased content engagement

©2008-15 New Relic, Inc. All rights reserved. 17

What would we have done differently? Marketing Operations

Think one year out

Be active in the community

Engage Sales early and often

Think of the customer!

Marketo and Me

Thank You!Baxter Denney

@tbdenney