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Solving the Activation Riddle: How New Relic Drives Greater Customer Intimacy - & More Activations

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Jim Stoneham
Chief Marketing Officer and SVP of Growth at New Relic Inc.
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Solving the Activation Riddle: How New Relic Drives Greater Customer Intimacy - & More Activations
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About speaker

Jim Stoneham
Chief Marketing Officer and SVP of Growth at New Relic Inc.

Jim Stoneham is the Chief Marketing Officer and SVP of Growth at New Relic. In this role, he combines data, machine learning, and automation to drive growth and customer satisfaction to enhance all of New Relic’s marketing touchpoints. Jim is passionate about building high-performance teams to tackle big problems and has more than 20 years of experience in leadership roles at consumer and enterprise technology organizations. He founded and served as CEO of Opsmatic, a real-time infrastructure monitoring service, which was acquired by New Relic in 2015. Jim played a significant role in successfully merging the two organizations and building out the product and growth teams. Previously, Jim founded Tangibility, a boutique consultancy for startups in the consumer products space. He also held VP roles at Yahoo and Kodak and served as a product line general manager at Apple.

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About the talk

Track: Keynotes

by Cleverly Using Customer Health & Engagement Data


New Relic’s mission is to help customers create more perfect software, and as a result, many of the prospects and users are engineers who are not as open to receiving emails, phone calls, and responding to digital advertising. The Growth and Marketing teams at New Relic set out to build more meaningful connections by harnessing data from a wide range of sources, focusing on the right message at the right time in the users' journey. The result has been radically higher engagement rates and growing customer satisfaction. Come join Jim to learn about how the team did it!

00:05 Introduction

00:40 New Relic’s market

01:28 Direct sales and Ecommerce in New Relic

03:08 Meaningful contact with users

03:43 Deliver Immediate, broad value

06:16 Lead with data engineering

08:23 Experimentation framework and culture

10:07 Understand key customer activation points

11:46 Build data expertise across your team

12:44 Final recap

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So, in price, perhaps uncharacteristic nature for marketing. 00:05 I'm going to talk about how less is actually more today. 00:09 How many people live in new rock is a show of hands? 00:12 How many people build software in their company as part of their product. 00:15 Yeah, quite a few of you OK, 00:18 so just quickly our mission at new relic is to really help. 00:19 If you're one of those companies help our customers create more perfect software. 00:23

To create better experiences and businesses for your customers and it's kind of builds up? 00:26 What Justin was talking about. 00:30 If you can build more amazing software experiences that are informed. 00:31 You can help us can help our customers grow their business is pretty dramatic. 00:34 So because we help people build more perfect software. 00:39

Our users and the people who often signed the checks for new relics are actually typically engineers or were engineers at one time. 00:43 I'm actually curious to how many people in this room are engineers or were in engineering, 00:50 one time. 00:53 Awesome. 00:53 If you're an engineer, 00:53 though typically the last thing you want is somebody, 00:59 sending you an email calling you on the phone. 01:02 Burning drip campaign against you, 01:05 you name it to chat windows. 01:07

So one of the challenges we have is a new relic and I'm sure Rebecca does a pager duty as well selling to a similar audience? 01:10 Is this an audience that does not want to be marketed? 01:16 To they don't want to be sold? 01:18 To they want to be bothered. 01:19 I like to explore and discover things on their own. 01:20 And they only responded very relevant things to come into their inbox. 01:22

So the thing to keep in mind around new relic is we use, 01:27 both direct sales in e-commerce to serve our customers. 01:31 Direct sales are exactly the kind of organization that's going to send a lot of emails to get on the phone a lot. 01:35 Try to make face to face contact with a contact in our customer account e-commerce is a little better because it allows. 01:40

That engineer customers to kind of sort of themselves and not have to deal with a human in the process or deal with a lot of back and forth basically. 01:47 But it's important that that's how we operate as a business. 01:54 When I joined the company about almost 4 years ago. 01:57

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