My journey to deliver results for Vocera (VCRA)

•

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The document outlines a marketing plan to improve demand generation efforts for a company. It identifies issues with previous approaches like a lack of pipeline tracking and messaging not aligned to buyer needs. The plan aims to build pipeline, digital presence, media engagement, and content marketing aligned to buyer personas. Key metrics include growing the percentage of bookings and pipeline from marketing leads, increasing website traffic and contact submissions, and generating hundreds of leads per month from paid search.

©2017 Vocera Communications. All rights reserved.
Pipeline
No accurate measurements in Salesforce.com
One month to identify $5M in active marketing sourced pipeline
Awareness
Random acts of content marketing (e.g. hospital report emailed to nuclear leads)
$10K/month on paid search with zero leads
How My Vocera Journey Started
“I’m skeptical because haven’t seen demand gen work in previous companies.”
-- EVP Sales & Services
Demand
No marketing automation platform or database structure
Messaging built around events and product features instead of buyer needs

©2017 Vocera Communications. All rights reserved.
Scope and Growth
Align to Regional Sales Priorities
•Regional Events
•International growth
•Executive events
•Strategic Accounts
Field
Marketing
Digital Presence
•Website
•Paid Search
•Organic search
•International presence
Digital
Marketing
Build Media Engagement
•Alignment with PR goals
•Webinars
•Content syndication
•Video bylines
•Display ads
Paid Media
Build Pipeline
•Demand Waterfall
•Integrated Campaigns
•Sales partnership
Demand
Generation
Buyer Aligned
•Thought leadership
•Persona Journeys
•Future of Caring
Content
Marketing
Martech & Budget
•Marketing Automation
•Technology tool alignment
•IT and Finance partnership
•Full budget ownership
Technology
and Budget
Pipeline
Website
Thought Leadership
Events/ABM

©2017 Vocera Communications. All rights reserved.
30%
of bookings
from marketing
sourced pipeline
35%
of overall sales
pipeline is now
marketing
sourced
45%
growth in
website
traffic
50%
increase in
Contact Us
form
submissions
30%
growth in
organic
website
traffic
Results (so far)
100’s
leads per
month from
paid search
2018 ROI AwardAward Winning Campaign:
The Future of Caring

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My journey to deliver results for Vocera (VCRA)

1. 2018 ROI Award Winner

2. ©2017 Vocera Communications. All rights reserved. Pipeline No accurate measurements in Salesforce.com One month to identify $5M in active marketing sourced pipeline Awareness Random acts of content marketing (e.g. hospital report emailed to nuclear leads) $10K/month on paid search with zero leads How My Vocera Journey Started “I’m skeptical because haven’t seen demand gen work in previous companies.” -- EVP Sales & Services Demand No marketing automation platform or database structure Messaging built around events and product features instead of buyer needs

3. ©2017 Vocera Communications. All rights reserved. Scope and Growth Align to Regional Sales Priorities •Regional Events •International growth •Executive events •Strategic Accounts Field Marketing Digital Presence •Website •Paid Search •Organic search •International presence Digital Marketing Build Media Engagement •Alignment with PR goals •Webinars •Content syndication •Video bylines •Display ads Paid Media Build Pipeline •Demand Waterfall •Integrated Campaigns •Sales partnership Demand Generation Buyer Aligned •Thought leadership •Persona Journeys •Future of Caring Content Marketing Martech & Budget •Marketing Automation •Technology tool alignment •IT and Finance partnership •Full budget ownership Technology and Budget Pipeline Website Thought Leadership Events/ABM

4. ©2017 Vocera Communications. All rights reserved. 30% of bookings from marketing sourced pipeline 35% of overall sales pipeline is now marketing sourced 45% growth in website traffic 50% increase in Contact Us form submissions 30% growth in organic website traffic Results (so far) 100’s leads per month from paid search 2018 ROI AwardAward Winning Campaign: The Future of Caring

My journey to deliver results for Vocera (VCRA)

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