Marketing is primarily measured by lead generation. But, the budgets available to marketing are rarely enough to meet targets. Worse, lead targets grow faster than budgets, which means the gap between the two will only increase. To bridge this gap, Marketers need to focus on organic inbound lead flow, which is a function of the overall awareness about the company and its products and services. But, awareness generation is time-consuming, resource-intensive and is not easy to measure objectively. Which means that marketers are now hard-pressed to justify investing in activities that they know will pay off in the long term, but cannot show an ROI in the short-term. The answer lies in leveraging the content that marketers are already creating to create new assets and publish them on different channels. This requires a holistic view of the marketing function as a whole, and a relentless focus on making the most of your content. View these slides to see some tips on what you can be doing.

1. The Startup Marketer’s Conundrum
8 Tips to Make Your Marketing $ Go The Extra Mile
Rajendran Nair
Vice President, Marketing
Rootstock Software

2. Hello!
Rajendran is the Vice President, Marketing at Rootstock Software, the most
comprehensive ERP solution for manufacturing, distribution and supply chain.
Rajendran has more than two decades in enterprise software in roles ranging from
development to product management to marketing. He was most recently at
Intalio, one of the pioneers in enterprise class Business Process Management
(BPM), where he was part of the team that turned the company around leading to
a successful acquisition in Q4 of 2015. Prior to that, he had successful stints at
SugarCRM, where he setup an enterprise-focused marketing team, and at
CallidusCloud, where he was part of the team that transformed the company into
the leading provider of cloud-based Sales Performance Management (SPM)
solutions. He has also served at Primavera, the leader in Project Portfolio
Management (PPM), Qualcomm, and Siemens.
Rajendran holds an MBA with a concentration in Marketing from Santa Clara
University, and a Masters in Software Systems from the Birla Institute of
Technology and Sciences, India. You can look him up at
http://www.linkedin.com/in/rajendrannair.

3. Who Is Rootstock
ERP Software System Experts focused on Supply Chain,
Manufacturing, Distribution and Projects businesses
What Rootstock Does
Design, Develop, Sell, and Implement 100% Force.com Native ERP Software
for companies that manufacture, distribute, service and/or repair goods
Rootstock’s Target Market
1. Companies replacing legacy ERP with the cloud
2. Companies that are first time ERP buyers (growing)
3. Companies on the force platform needing to expand

4. Some Testimonials
Pretty much every aspect of our business is covered by Rootstock, from purchasing
to work order management, to field service and maintenance, bill of materials…
everything.
“
” Steve Simons
CIO
Direct Energy Solar
Rootstock has taken advantage of the Salesforce platform to deliver significantly
larger value than your legacy ERP tool.
“
” Achyut Jajoo
Global Lead, Manufacturing Industries
Salesforce
I think Rootstock is a gorgeous product that will make everyone forget about the
early days of MRP, MRP2 and ABAP.
“
” Bruce Richardson
Chief Enterprise Strategist
Salesforce

5. What is the Startup Marketer’s Conundrum?
Leads
Budget
Marketing is measured primarily by leads
But you never have enough budget
You need to generate organic inbound
leads to meet this shortfall by creating
awareness about your product/company
Creating awareness
- requires effort
- takes time, and
- is not easy to measure
So, how do you justify spending on activities that
- require time and resources
- don’t have an immediate ROI
- but are crucial to long-term success?

6. 1. Cover your bases
2. Repurpose your content
3. Leverage your customers
4. Reach out to the analysts
5. Stop being (press-) shy
6. Make your claim to fame
7. Salesforce
8. Find your force multipliers
Leverage What You Are Already Doing

7. WebsiteWebsite
Website
Assets
SEOSocial Media
Blog
1: Cover Your Bases

8. 2. Repurpose Your Content
Webinar
Recording
Blog
Social Media
Follow up
Videos

9. 3. Leverage Your Customers
You are already working
with customers
– Success stories
– References (sales)
Create new content
– Press releases
– Blogs
Sign them up for campaigns
– Webinars
– Tradeshows
– Meetups
Create marketing artifacts
– Quotes
– Reviews
– Awards
– References (marketing)

10. 4. Reach Out to Analysts
Brief analysts 2-3 times a year… its free
– But don’t make it all about yourself
– Give them something that will be useful… to them
Broaden your outreach
– Don’t limit yourself to the Gartners and Forresters
of the world
– Adopt a multi-channel strategy in your outreach
Remember, this is a really long game
– Don’t measure yourself by immediate results
– There is no “free lunch”… but you can decide what
you want to pay for

11. 5. Stop Being (Press-) Shy
Put out a constant drumbeat of “press releases”
– Its anything you want to announce
• Product updates, quarterly/annual business updates, new
customer wins, customer go-lives, success stories,
webinars…
– Use free wire services
Start building up relationships
– Engage with journalists and contributors that you
want to target
– Engage with anyone that has a strong interest in
your domain
– Give them a voice on as many of your channels as
appropriate

12. 6. Make Your Claim to Fame
• Lots of options
– Stevie Awards, International Business Awards, CODIEs
are the most popular multi-category awards
– Domain-specific awards
• Relatively inexpensive ($250 - $500/application)
• Each entry is like your company’s resume
– But only the current job
• Some tips
– Study the criteria very closely, make your case succinctly
– Highlight results, but always provide context and
benchmarks
– Customer anecdotes add credibility to your claims
– Don’t limit yourself to your achievements
• Customer successes are legitimate too
• …plus nominating them will get you brownie points

13. 7. Salesforce

14. 8. Find Your Force Multipliers
Find
– partners that you can have a mutually beneficial relationship with
• typically means a huge overlap in the target customer segments
– find things you can do together
• Joint webinars, joint participation at tradeshows, dedicated events
http://www.manufacturingcloudsummit.com http://www.abmleadershipalliance.com http://www.strikedeck.com

15. A Quick Recap
1. Cover your bases
2. Repurpose your content
3. Leverage your customers
4. Reach out to the analysts
5. Stop being (press-) shy
6. Make your claim to fame
7. Salesforce
8. Find your force multipliers

16. You miss 100 percent of
the shots you don't take
“
”
- Wayne Gretzky
Hockey Hall of Famer

17. Q&A
Rajendran Nair
888.524.0123
rnair@rootstock.com
http://www.linkedin.com/in/rajendrannair