Influencer & Demand Gen: Top VC SaaS Metrics

VC SaaS Metrics

Challenge: Drive awareness of our newly released SaaS metrics reporting with key influencers in the SaaS and Venture Capital community.

Solution: Create a highly valuable piece of content that Top VC Influencers could want to share with their portfolios and online communities, and that the SaaS community could use to understand how to calculate these challenging metrics.

– 27x more traffic than average post in first month
– 1.2k shares, 60x the amount of average shares
– Top 5 most trafficked posts for 4 months
– Shared by 75% of VCs featured, including introductions to portfolio companies

Making a Monster: An Integrated Campaign

Challenge: Create an integrated marketing campaign that would make sales analytics accessible for sales leaders while hitting demand and pipeline goals — at a conference with 120,000 attendees.

Solution: Meet Data.

Channels: Social media, OOH ads (pedicab), guerilla/street, tradeshow, sales collateral, email, blog content.

Summary: At Dreamforce 2015, we needed to cut through the noise of hundreds of sponsors and speakers to reach our target audience: sales leaders who run an inside sales model and need to use data to grow more effectively.

We needed an idea that would accelerate the brand, could not be ignored, and would break through the traditional trade show hullabaloo.

While thinking about these sales leaders I considered their day-to-day when it came to using data: As a leader in charge of performance and “hitting a number”, sales leaders can  be overwhelmed by the time and effort it takes to analyze their CRM data, leading to data overload or paralysis. The cleanliness and accuracy of CRM data can also often be terrifying. Data can be terrifying. But it can also be a powerful tool to grow your business…

I thought about what this dichotomous creature might look like and act like if it came to life. Enter Data: a monster capable of being terrifying or transforming your sales team, depending on how you use it.

The campaign, which launched in late August and completed in late September, included email messaging to drive participants to “meet” and “spot” Data, a guerilla street contest that involved snapping pics and retweeting with hashtag #DataMonster, a conference video and supporting booth collateral, a game to drive traffic to our booth, branded pedicabs around San Francisco, and a live mascot who made friends everywhere he went.

Outcomes: Data was a hit, and took 1000’s of selfies throughout the week, but more importantly, drove interest and traffic to support our bottom line business goals. As a booth and conference icebreaker, Data allowed marketing and sales team to hit our demand generation goals at Dreamforce and capture over 3,500 leads over 4 days.



Partnerships & Awareness: Periodic Table of Apps for Sales & Marketing


Challenge: Develop a collaborative partnership with the Salesforce AppExchange, while driving awareness of InsightSquared’s free sales and marketing apps.


Solution: Create a high-quality,  viral piece of content that featured great companies in the Salesforce ecosystem, highlighted the power of the Salesforce AppExchange, and provided value to the sales and marketing community.



– 17x more traffic than average post in first month
– 1.3k shares, 65x the amount of average shares
– Top 5 most-trafficked posts on blog for 8 months
– Shared by top Salesforce excutives and @Salesforce twitter handle

Naviance Press Release

SEP.06, 2012 — Today Alleyoop and Hobsons announced a partnership that will give teens all the help they need to get ready for college – from goal-setting all the way to personalized, self-guided math and science tutoring based on their needs. Alleyoop, the customized, gamified learning app designed just for teens, is all about helping students succeed by connecting them with the right resources at the right time; an idea that fits perfectly within Naviance Family Connection to provide actionable guidance to students activated on the Naviance Network.

Need help with your Chemistry homework, or struggling to follow what’s being taught in Algebra II? Alleyoop uses its SmartBrain technology to understand how you learn most effectively, and then recommends activities based on what will help you achieve the most success. It’s the math and science tutor that most teens need but not everyone can afford – and it’s free to connect through your Naviance account. The best thing about Alleyoop is that it’s personalized just for you, and aimed at getting you ready for the college or career of your dreams. The more you use it, the smarter it gets – and so do you!

Want to learn more about Alleyoop? Look for Alleyoop in the Naviance Marketplace to get started. Alleyoop and Naviance are a great resource for supplementary guidance at any middle-school or high-school: Naviance strives to connect everything a student learns to a real-world goal and objective, and Alleyoop guides students’ interests and skills to real college majors and careers.

We’re excited to help students get ready for college with this great new partnership! Learn more about Alleyoop in the Naviance Marketplace.

Don’t Get Zombified: Fight Back Against Summer Brain Drain

Zombies love brains. It’s a fact.

Oh, and they’ll strike at any time and suck your brain up like an ice cream cone. This summer vacation, there will be zombies lurking around every corner waiting to drain your brain – of every valuable piece of information you learned this past school year.

These zombies could take the form of your video game console, your buddies hanging around all day, cruising websites, your comfy bed, or the TV in your room.  Like we said, they’re everywhere. It’s your responsibility to fight back.

Summer Brain Drain is the “zombie” we’re talking about, and this summer slump isn’t just a myth that teachers and parents warn about to spook you into reading your summer reading assignment: it’s a loss that’s been proven across studies and test scores for years. In fact, ask your favorite teacher what they plan to cover in the first month of school next year, and they’ll probably tell you they need to re-teachstudents what they already knew when they left in June.

Worried about zombie brain loss this school vacation? These frightening facts might help prevent you from getting zombified this summer:

So what can you do to keep your brain from being eaten up this summer? Fight back! Read good books, do math problems you’ll see next year, and learn about science topics that interest you (who doesn’t like volcanoes, for example?)

When it comes to staving off the zombies this summer: get armed and ready. Your brain will thank you next fall.

Guest Post: Australian Wineries Join Forces, Tout Family to Gain Shares in Global Market

A recent guest blog post, as featured on the Emerson Graduate IMC Blog, January 24, 2012:

Most wine drinkers, even wine neophytes, know where the best wines in the world traditionally come from: France and Italy. Wine drinkers are ingrained to think of Bordeaux, Champagne and Italian Reds as some of the best in the world –but if there’s one thing wine lovers know even more than where to find the finest pours, it is where to find bad wine and how to avoid it.

Australia is a notorious offender in the bad wine department.

Although parts of Australia have been producing wine for over one hundred years, recently Australia’s global wine production reputation has been tainted, thanks mostly to large wine corporations that make up 75% of Australia’s wine exports annually and mass produce cheap, low quality wine for export.

In addition to a poor reputation, Australian exports also began suffering because of increased competition in the global market – a market that Australian wineries had once captured large UK and US market shares due to a lack of competition from other emerging wine producing regions like South Africa, Argentina and Chile for mainly political reasons. Now that the UK, US, Canada and other global market were importing inexpensive wine from these other regions, Australia had much more competition in the low priced international wine market.

In 2009 a group of family owned Australian winemakers formed an alliance called “Australia’s First Families of Wine” and underwent a large scale marketing initiative to differentiate these 12 families, their vineyards, and their wines from the rest of the Australian competition. In August 2009 they a  marketing initiative to set them apart from the negative connotations of mass-production and low-quality that the much larger Australian wine corporations had created for Australian wines. Their aim was to “change the global perception of Australian wine,” as announced by their Chairman Alister Purbrick at the launch, “We don’t believe as individual companies we can stem the avalanche of news stories about Australia producing nothing but cheap industrial wines. But together we can present a powerful showcase of terrific regional wines of great diversity.”

Read more on the Emerson Graduation IMC Blog…