TDMi Targeted B2B Enterprise Software Mktg & Sales Approach - SBrazina

Marketing driver behind ‘04-’09 PTC (NASDAQ: PTC) $420M annual revenue & $1.6B market cap growth. Developed & implemented globally by Scott Brazina, PTC SVP Global

Enterprise Marketing, & PTC global marketing team

Targeted Decision Maker & Influencer(TDMi)

Targeted Awareness & Demand Generation

Driving Awareness, Leads & Revenue thru Marketing Reaching& Influencing People Most Critical to Revenue Plan

8x increase ‘13-’15 in targeted demand generation, driving revenue growth at DataXuInc 500 2013 #5 Overall & #1 Fastest Growing Marketing Technology Company

Targeted B2B Marketing & Sales Approach

Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng

Sco2Brazina,President,SB/GGlobalMarke?ngAreasofExper?se

Mktg/AdTechEnterpriseSaaS

Cloud/IaaS

BSEngineering&MSManagementfromWPI&[email protected]@Sco2BrazinaEntrepreneurialCMO&Salesexecu?vewithdeepexper?seingrowingenterpriseSaaSrevenue&enterprisevaluethrutradi?onaltargetedB2Bmarke?ng&sellingapproachesandemergingdigital&programma?cmarke?ngtechnologies.Personallyledtransforma?onofmarke?ngacrossasizerangeofenterprisesoWwarecompanies,includingapublicglobalenterprisesoWwareleaderresul?ngin$420MARR&$1.6BMarketCapgrowthfrom‘05to‘09.PassionateandsuccessfulinpartneringwithCMO’s&C-Suiteoftechnologycompaniesondrivinggrowththrutargetedmarke?ng&sellingatscaledrivenbyTDMi&programma?cmarke?ng,adver?sing&selling.Expertonmarke?ng,selling&successfuladop?onofenterpriseSaaSsolu?ons.

Recentsuccess:•  DevelopedpatentpendingTelecom/ISP-based‘InternetContentGuaranteedDelivery’solu?on(AdDelivery,IoT)

•  CMOforInc5002013#1fastestgrowingmarke?ngtechsoWwareco&#5overallwith‘13revenueof$110M-DataXu

•  USCMO&USmarketlaunchofIaaS2.0(soWware-defined)cloudcompu?ngprovider-CRN2014TopCloudVendor-ProfitBricks

•  AsSVPGlobalEnterpriseMarke?ng,transformedmarke?ngproducing$1.6BMarketCap,$420MARRgrowth&categorycrea?on’05-’09-PublicglobalPLMEnterpriseSoWwareLeader-PTC

•  DevelopedTDMitargetedB2BenterprisesoWwaremarke?ng&sellingatscaleapproach

Greatestsuccess:•  Ex-ProMXTeamHondaRider,RepresentedUSin‘80125ccMXUSGPWorldChampionship•  Oldestchild‘15Stanfordgrad,Pre-Med,4yrNCAAStanfordWomen’sDiveteamcompe?tor• Middlechild‘18TrinityCollege,Na?onal-level&TrinityMen’sSoccerteamstar?ngmidfielder

Leadershipexperience(Marke6ng,Sales,BODMember)acrosscorporatestages:•Ini?alstart-up(5)•Earlygrowth$10M-$110M(2)•Publicco.growth$200M-$1B+(2)

Abstract:ThisdocumentprovidesanoverviewofthetargetedB2Benterprisemarke?ng&salesapproachSco2Brazinadeveloped&ledtotransformglobalmarke?ngattheenterprisesoWwarecoPTC.Thru?ghtpartnershipwiththeexecu?ve&globalsalesteam,developed&implementedin'03-'04,itresultedinbeingtheprimarymarke?ngdriverbehindPTC's$420Mannualrecurringrevenue&$1.6Bmarketcapgainacross'05-'09.

TDMiTargetedB2BMarke?ng&SalesApproach

Contents:-Approachoverview&structure-Frameworkforstrategicalignmentacrossenterprisedepartments-IntegratedMul?-touchMktgProgrammodeldrivingprospectjourneytobecomingacustomer-MarTechsystemarrangementenablingapproachatglobalscale-LeadGensampleplandriving25%of$180Mannualrevplan-Samplesalesenablementresponse&leadrepor?ng-SampleMktgKPIs&Metrics


TDMiMarke?ng&SalesApproachOverviewTargetedDecisionMaker&InfluencerMarke?ng

Thrumul6-touchmarke6ngprogramsfocusedatTDMimarketsegment

IntegratedMarke6ngPrograms•  Valuable&compellingcontent•  Matchedtoawareness&joblevel•  Deliveredbyappropriatevehicle

Who WhatHow

TDMi

ExternalInfluencers

BeyondTDMi

TDMsInsideTargetAccnts

InfluencersInTargetAccnts

Developmentofmarketsegmentthatmarke6ngmustreach&influenceat

targetaccounts

TDMiMarketSegment•  Decisionmakers/influencersinsideaccounts•  Influencersoutsideaccounts•  >50%reachforsignificantimpact

Marke6ngProgramPorMolio•  Alignedtocorporategrowthobjec?ves•  Efficientthruglobaldeployment•  Effec?vethru?ghtcorp-reglcollabora?on

EfficiencythroughgloballyleveragedporMolioofintegratedmarke6ngprograms

Systema?cMarke?ngDrivenAwareness,Leads&Revenue

E-Com/Retail

Media/Ent

AdTech ConsumerInternet

SoWware/SaaS

ThoughtLeadership


Marke?ng&GTMAlignment

100%ofSMBaccounts

Z%FYRevenue

Remaining80%TargetAccountsY%FYRevenue

Top20%TargetAccountsX%FYRevenue

Marke6ngRevenueImpact

Marke6ngStrategy

Marke6ngBudget

HighLevelKPIs

100%Influenced

70%Influenced30%Sourced


Hightouch,account/ver?calspecificevents&campaigns

Sponsoredevents&targeteddemandgen

Broadawareness&demandgen

60%

Responses,Revenue

20%

TargetA

ccou

nts

SMB

GTMStrategy

Marke?ng&Salesalignonaccountcoveragemodel,revenuegoals&marke?ngalloca?on

Responses,MQLs,SALs,SQLs,Opportuni?es,Revenue

DistChannel

Responses,MQLs,SALs,SQLs,Opportuni?es,Revenue

DirectSales

ISS


Partnersupport&demandgen

20%PartnerCo-Mktgplans,Mktgmatls,trng,MDF$,responses

100%Partneraccounts

P%FYRevenue

AccntType


IntegratedMarke?ngPrograms:Mul?-TouchCampaignsDrivingCustomerJourney


MarTechDrivenAwareness&DemandGenTargetedMarket

SegmentsContact&OrgConfirma?on

LinkedIn,etc.

DiscoverOrg

Data.com

KeyContacts‘TDMis’

A,B,CLeads

Marke?ngResponses&GradedLeads

CRM&Marke?ngAutoma?on

Salesforce

Pardot,Hubspot,etc.

InsightSquared

Marke?ng-DrivenSalesFunnel

$

LeadsProducingForecastedSalesOpportuni?es

LeadQualifica?on&Management

TargetedMarke?ngMul?-TouchCampaigns

MTC1MTC2

MTC3

MTCsPlannedThruYr-End

Q1

Awaren

ess/De

mGe

n

SalesLoW,etc.

XTDMiscontacted/day

XTDMiscalled/day

TargetedInsideSalesCampaigns

X%ofRev

MktgDriven

Q2 Q3 Q4

ConsInternet

E-Com/RetailMedia/Ent

AdTech

SoWware/SaaS

ISPsTravel


DemandGenProcess&RevenuePlan(sample)

Sellers:SalesAcceptedLeads(SAL)

SalesQualifiedLeads(SQL)

Responses PR/Social Ads

Marke6ngQualifiedLeads(MQL)

Marke6ngQualifica6on

InsideSales:(Tele)QualifiedLeads(TQL/SAL)

SalesOpportuni6es

PIPELINEREVENUE

Search Events Email 92,500

1,800

5%

60%

65%

$75KAvg.DealSize

33%

Prospects

25%Plan

2,775

4,625

$135M

$45M

Responses are generated from

marketing campaigns targeted at TDMi &

general Prospects

MQLs are cleaned & rated Responses

Sales rejects MQL as disqualified or

accepts as an SAL & takes disposition

responsibility

If SAL becomes a new opportunity or is

part of an existing opportunity, it is

considered an SQL

SalesQualifica6on

Responses linked to

SQLs resulting in WON DEALS are

tracked for mktg campaign ROI


SalesEnablementMarke?ngResponse&LeadRepor?ng

Executive Detail

N.AMERICAResponsesbyWeekLast30Days

Regional Detail

EASTResponsesbyWeekLast30Days

EASTREPTDMiResponsesLast30Days

REP Detail

R.Newman,NYRep

ROSSNEWMAN-TDMiACCOUNTResponses

ACCOUNT Detail

Deutsch

DEUTSCHTDMiResponses

Contact Detail

SameeraWahidna,VPDataStrategy,DeutschNY,Responses

S.Wahidna,VPDataStrategy


ReferencesperQuarter 7Total(4Americas,2Europe,1SMB)

NamedAccountSen?ment(LikelihoodtoRecommend) Survey&KPIsTBD

#WebsiteVisits 50%IncreaseoverFY13

PublicRela?onsKPIs Coverage&Mediainterviews:20%increase

AnalystRela?onsKPIs Analystbriefings:40%increase

SocialMediaKPIs 10%perqtrincreaseinFans/FollowersacrossTwi2er,Facebook,LinkedIn

Marke?ngKPIs&Metrics-HighLevel(sample)

TotalResponses(2X+overFY13) 5,000 5,000

20+Responsesperaccount >10%ofAccounts N/A

10+Responsesperaccount >30%ofAccounts N/A

#Marke?ngQualifiedLeads(MQLs)(NamedMQLswillbehigherquality) 4,000 4,400

#SalesAcceptedLeads(SALs) 3,600 3,000

#SalesQualifiedLeads(SQLs) 430 390

Marke?ngInfluencedRevenue(60%ofNet,80%ofNewNet) $33Mtotal,$10MfromNew

Marke?ngSourcedRevenue(20%ofNet,40%ofNewNet) $12Mtotal,$5MfromNew

10+ContactsperNamedAccount(Currently25%ofaccountshave10+contacts)

>90%ofAccountswith10+Contacts N/A

Named SMB

Reach

Influ

ence&Dem

andGe

n*

BroadMarketA

waren

ess


TDMiResults&Awards

AMarkeOngLeadershipCouncil®bestprac?cefor‘Corporate&RegionalMarke?ngInterplay’

Marketing driver behind ‘04-’09 PTC (NASDAQ: PTC) $420M annual revenue & $1.6B market cap growth. Developed & implemented globally by Scott Brazina, PTC SVP Global

Enterprise Marketing, & PTC global marketing team

8x increase ‘13-’15 in targeted demand generation, driving revenue growth at DataXuInc 500 2013 #5 Overall & #1 Fastest Growing Advertising & Marketing Technology Company


TDMi Targeted B2B Enterprise Software Mktg & Sales Approach - SBrazina

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