First 90 days Demand Gen Plan

First 90 Days Launch

DEMAND GENERATION PLAN

GOAL BREAKDOWNS

222,222 Visitors 6% Signed Up for Intro

13,333 Intro Plan Users 15% Converted to Small

2,000 Small Plan Users 80% Retained Users

1,600 Retained Customers

0.9%

Conversion Rate from Visitors > Paid Users Sources: Kellblog, SaaS Digital Marketing Metrics, SaaS Sales Metrics

GOAL BREAKDOWNS

Creative Testing

Segments Testing

Channel Optimization

Phase 1 (3 weeks)

Phase 2 (3 weeks)

Phase 3 (7 weeks)

Total

% of Goal

3.5%

3.5%

8%

15%

Visitors

7,778

7,778

17,778

33,333

Intro Plan Users

467

467

1,067

2,000

Small Plan Users

70

70

160

300

Phase

TARGET AUDIENCES

• 25-54 • CA, IL, NY, GA, TX, FL, DC, MA, MO, VA, OR, WA, CO, MN • Perform Social Media Advertising, SEM, Marketing

MARKETERS

Analytics, Manage Social Media Pages • Always absorbing new information about marketing business trend, marketing best practices and tactics • Want to Measure KPIs and ROI • Innovators and Early Adopter

Sources: Accomplice Facebook Insight, Google Analytics, Twitter Analytics, Secondary Research

BUYER’S JOURNEY

Be a Better Marketer

Why Do You Need Marketing Optimization

Why Accomplice

Awareness

Research

Consideration

Purchase

Channels: PR Blog Articles Display Social Media Retargeting

Channels: PPC Email Field Guide Webinar

Channels: Demo Email Sales

Customer Success: - Implementation Plan - Product-Oriented Webinar

Content & Material: Educational Content

Content & Material: Testimonials Product Benefits Field Guide

Content & Material: Case Studies Buyer’s Guide Product Features

CHANNELS

PPC (AdWords) Facebook Twitter LinkedIn AdRoll Display AdRoll Facebook News Feed Content Syndication

PPC (ADWORDS) 40%

60%

Campaign: Brand Awareness & Education (Traffic)

Campaign: Product Signup (Conversion)

AdGroups: Accomplice Blog & Article Case Studies Guide Insight & Trend Marketing Resource & Tips White paper . . .

AdGroups: Analytics Attribution & Tracking Conversion Digital Advertising Integration & Multi-Channel Marketing Technology/So!ware/Tool Optimization Performance Marketing Reporting SEM Social Media Advertising/Marketing . . .

Weekly Budget $560

FACEBOOK

3 Target Groups +

6 Campaigns

MarTech Users

HootSuite, Unbounce, Nanigans…

Agencies

AKQA, Ogilvy & Mather, JWT…

Publication/ Influencers

AdAge, Social Media Examiner…

Content Field Guide

40%

Product Signup

60%

+

18-20 Variations Daily Budget $120

TWITTER

3 Target Groups

MarTech Users

HootSuite, Unbounce, Nanigans…

Agencies

AKQA, Ogilvy & Mather, JWT…

+

Publication/ Influencers

6 Campaigns

AdAge, Social Media Examiner…

Content Field Guide

40%

Product Signup

60%

+

18-20 Variations Daily Budget $300

LINKEDIN

3 Target Groups

Analyst

Google Analytics, Marketing Analytics…

Media Buyer/ Advertiser

SEM, Media Buying, Online Advertising…

+

Community Manager

6 Campaigns

Content Field Guide

40%

Product Signup

60%

+

18-20 Variations CPM $20

Social Media, Digital Marketing…

ADROLL (FACEBOOK DESKTOP & DISPLAY) 60%

40%

Product-Interest Group

Content-Interest Group

So!ware

Blog

or

or

Solutions

Marketing Resource

didn’t visit

didn’t visit

Signup Page

Download Page

Product Signup Ads

Field Guide Ads

Daily Budget $80

CONTENT SYNDICATION

RFP + Content

Syndication Partners

Detail Quote

Promised Leads

CREATIVE COPIES

Field Guide • Book-look v.s. Full-page Illustration

Product Signup • You x Accomplice - ‘we are your great supporter’ • Reach the summit - ‘achievement’ & ‘discovery’

• Image v.s. Illustration

• Industry-focused - ‘the best programmatic for social’ -a vendor I can trust • Aggressive - Don’t go the wrong way! ‘Make the right choice’ • Promotional - ‘Free to sign up’ ‘Stress-free'

FLIGHT SCHEDULE

Phase 1 5/11

5/18

Channel Optimization

Segments Testing

Creative Testing

Phase 2 5/25

6/1

6/8

Phase 3 6/15

6/22

6/29

7/6

7/13

Content Syndication Google AdWords Facebook Twitter LinkedIn AdRoll - Display AdRoll - FB Desktop

New Creatives

New Creatives

New Creatives

7/20

7/27

8/3

BUDGET ALLOCATION

Vehicle/ Publication Google Adwords

Impressions 1,500,000

CTR 2.00%

Content Syndication Facebook

CPC/ CLC

Total Cost

New Visitors/ Leads

CPM

$1.43

$7,280

$5

30,000

$30.00

$1,500

-

50

1,680,000

0.20%

$1.00

$6,720

$4

3,360

LinkedIn

378,000

0.40%

$3.00

$7,560

$20

315

Twitter

504,000

0.50%

$1.50

$10,080

$20

2,520

AdRoll - FB Desktop

52,000

0.6%

$640

$12

312

AdRoll - Display

52,000

1.4%

$1,040

$20

728

Grand Total

4,166,000

$34,820

37,285

Sources: SaaS Digital Marketing Metrics, Google Keywords Planner, Facebook, Twitter, and AdRoll Native Campaign Builder

PROJECTION

Projection for first 13 weeks

Goal for first 13 weeks

Visitors

37,285

33,333

Intro Users (6%)

2,237

2000

336

300

Small Users (15%) Cost

$34,820

Gross Sales

$83,556

CPA

$104

ROMI

1.40

MEASUREMENT

Awareness & Engagement Metrics

Financial Metrics

Impressions

MQLs & SQLs

Visitors (Clicks to Site)

CPL

CTR

CPA

Social Media Engagements

CAC

Email Opens

Opportunities

Email Click-Throughs

Closed-Won Opportunities

Field Guide Downloads

Revenue

DIRECT MARKETING LISTS

List

Size

CPM

Marketing Professionals by Job Title/Function Mailing List

122,920

$100.00/M

Marketing Managers and Media Directors Mailing List

108,332

$100.00/M

Advertising Agencies Mailing List

20,781

$100.00/M

Advertising Professionals Email Database Mailing List

20,458

$200.00/M

MarketingProfs Email Database - Social Media Email List

112,000

$300.00/M

SocialMarketingWeek.com Email Email List

174,288

$250.00/M

Advertising Industry Source from OmniChannelBase Email Email List

38,398

$375.00/M

APPENDIX INSIGHT’S PERIODIC TABLE OF B2B DIGITAL MARKETING METRICS

SEO

FREE TRIALS & FUNNEL

44%

17%

18%

SaaS Firms with Freemium Model

SaaS Firms with 14 Day Trial

CTR, 1st Result Organic Search

SEM

WEBSITE

20%

6-7%

41%

16%

41%

CTR, 2nd Result Organic Search

CTR - Google Adwords

Traffic From Organic Search

Traffic From Paid Search & Refferal

SaaS Firms with 30 Day Trial

8%

0.1-0.2%

50%

10%

CTR, 3rd Result Organic Search

CTR - Google Display Network

Drop-Off Rate

Website Visitor To Free Trial Conv. Rate

3-4

25%

EMAIL MARKETING

24%

10-15% 20-25%

Gross Open Rate - Unique Open Rate Unique Open Rate - CustomerLists Prospect Lists - Prospect Lists

7-9% 0.9-1.0% 0.9%

SOCIAL 65% vs. 25%

0.21% 0.9-1.3% .025-.04%

1st vs. 3rd Email Open Rate Drip Campaign

Facebook CTR

B2B Promoted Tweets Eng. Rate

LinkedIn CTR

$1.70 vs. $4.89

2%

20-40%

8%

$5

$0.55-1.00

Organic Search to RL Conv. Rate

CTR - Mobile Banner Ads

Bounce Rate Prospect Lists

CTR - Prospect Lists

CTR - Customer Lists

CTR - Drip Campaigns

Facebook CPM

B2B Promoted Tweets CPE

Promoted Tweet Cost per Follower UK vs. USA

Page Views Per Visit

Free Trial to Subscription Conv. Rate

# Backlinks

$4-13

13%

21%

7%

2-3

$4

0.02%

0.16-0.23%

2-3

26%

CPC - Paid Search

CTOR Prospect Lists

Desktop CTOR Prospect Lists

Mobile CTOR Prospect Lists

Touches Per Month - Drip Campaigns

Facebook CPC

Facebook Like Rate

Promoted Tweets Follow Rate

Minutes Spent On Website Per Visit

Overall MQL to SQL Conv.Rate

7-9%

9%

5%

0.7%

2.2%

0.8%

24 Mo.

41%

Name to MQL Conv. Rate

Form Submits From Email

Form Submits From Social Media

Facebook RL Conv. Rate (Organic & Paid)

Twitter RL Conv. Rate (Organic & Paid)

LinkedIn RL Conv. Rate (Organic & Paid)

Website Complete Refresh Cycle

Pipeline Sourced

By Marketing

34%

40-50%

20%

34%

4%

20%

6%

13%

Companies Using Content Syndication

Webinar Attendance as a % of Registrants

DMP Spent on SEO

DMP Spent on Search Ads

DMP Spent on Social Marketing

DMP Spent on Website

13%

22%

14%

8%

DMP Spent on Email Marketing

DMP Spent on Display Ads

DMP Spent on Marketing Automation

Other DMP Spend (SMS, Digital Events, Mobile Ads)

Largest Non-Social Driver of Rank

22-27% 2-4% 18-23% Form Submits from Paid Search to RL Conv. Rate Organic Search

Form Submits from Paid Search & Refferal

Legend: Conv. Rate: Conversion rate CPC: Cost per click CPE: Cost per engagement CPM: Cost per thousand impressions CTR: Click through rate CTOR: Click-to-open rate (unique clicks as a % of unique opens) Eng. Rate: Engagement rate DMP: Digital marketing program budget RL: Raw Lead MQL: Marketing-qualified lead SQL: Sales-qualified lead

10-15% 20-30% White Paper Conv. Rate

Webinar Conv. Rate

Program Budget Program Budget Spent on Content Spent On Marketing Digital Marketing

44%

7-10%

Firms Partially Outsourcing Content Creation

Program Budget

CONTENT MARKETING

Spent on New Lead Gen Tactics

BUDGET

c Insight Venture Partners 2014