From good to great
With a little help from a talking vegetable

Laila Lotfi
Head of Product Marketing
Laila.Lotfi@red-gate...
Product and market
ANTS Memory Profiler
(memory optimisation software)

.NET Software Developers
(B2B. Highly technical.)
Marketing problem

misconceptions
Developers don’t understand .NET memory management

Developers think they don’t need too...
Marketing problem
Unaware of the
problem/opportunity
Aware of the
problem/opportunity
Discovery of product

Validation

Re...
Solution

Educate the market

Content marketing

But…
.NET memory
management is
boring…

Hi, I’m Ricky Leeks!
Marketing objectives: how will success be measured?

5,000 unique visitors per month
2,000 trials of product per month
(ba...
Campaign preparation
• Create GENUINELY valuable content:
wall-charts, video guide, webinar, eBook, articles

•
•
•
•

Onl...
Campaign launch
phase 2

phase 1
How is the campaign performing so far?
• Number of unique visitors
• Trials of product
• Absolute number of clicks on hype...
Oops! Instrumentation fail
Something was wrong

• We had forgotten to instrument some of the calls
to action and hyperlink...
2 months & 3 weeks in: Performance Check 2
• Results showed that visitors were not going
down the path we expected them to...
Now what?
We’re almost 3 months in and the results are not good
There are 3 choices

• Kill the campaign
• Carry on and ho...
Optimisation
• Remove unused content
• Remove distracting links
• Rebalance content/product focus

Optimize
using data

Th...
Lesson:
After you measure, OPTIMISE because you
won’t get it right first time round
Oops #2! Head in the sand syndrome

We were so engrossed in
optimising the content on the
landing pages that we didn’t
pro...
End of the campaign…or not
Results by Nov 11:
• 4,000 unique visitors per month
• 1,600 trials of AMP per month

Based on ...
Pivot
Decided to extend the campaign

Launched phase 5 & 6

Re-set objectives:
• 10,000 unique visitors per month
• 1,800 ...
The new strategy
1. Monthly media performance check
+ optimise (cut down on media that is
not delivering, geo-targeting, e...
Oops #3! Lead nurturing fail

We got thousands of developers to download
the eBooks, and sign up to receive more
informati...
Results in May 12
Reached close to
90,000 developers
in 11 months
Results in May 12
Trial of the software
went up by 25%

AMP downloads
2000

(from 1,350 to 1,800/month)

1800
1600
1400
12...
My 3 TOP TIPS for your next campaign
1. Data-driven marketing
(creativity alone is not enough)

•
•
•

No campaign perform...
Any questions?

Laila.Lotfi@red-gate.com

Recommended reading: Lean Startup (Eric Ries)
How to increase leads by 25% with a little help from a vegetable... - Laila Lotfi, Head of Product Marketing, Redgate Soft...
Upcoming SlideShare
Loading in …5
×

How to increase leads by 25% with a little help from a vegetable... - Laila Lotfi, Head of Product Marketing, Redgate Software (15:00 - 15:30)

412 views
299 views

Published on

It’s not just the planning, or even the content that determines the success of your content campaign. Measuring and optimising as you go offers the key to success when it comes to running an effective content marketing campaign.

In this presentation, we’ll demonstrate how measurement, improvement, and iteration make the difference between an average-performing campaign and a successful one.

We’ll take you through our journey in managing an 11-month long content marketing campaign involving a talking vegetable (yes it’s for real – his name is Ricky Leeks):

The marketing problem we were trying to solve
How we went about solving it
Where it all started to go wrong, and how an analytical approach helped turn it around
The results and how what we learnt has informed our latest content marketing campaign

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
412
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How to increase leads by 25% with a little help from a vegetable... - Laila Lotfi, Head of Product Marketing, Redgate Software (15:00 - 15:30)

  1. 1. From good to great With a little help from a talking vegetable Laila Lotfi Head of Product Marketing Laila.Lotfi@red-gate.com
  2. 2. Product and market ANTS Memory Profiler (memory optimisation software) .NET Software Developers (B2B. Highly technical.)
  3. 3. Marketing problem misconceptions Developers don’t understand .NET memory management Developers think they don’t need tooling
  4. 4. Marketing problem Unaware of the problem/opportunity Aware of the problem/opportunity Discovery of product Validation Retention
  5. 5. Solution Educate the market Content marketing But… .NET memory management is boring… Hi, I’m Ricky Leeks!
  6. 6. Marketing objectives: how will success be measured? 5,000 unique visitors per month 2,000 trials of product per month (baseline = 1350) $15,000/month budget constraint (prepared to pay $3 per visit)
  7. 7. Campaign preparation • Create GENUINELY valuable content: wall-charts, video guide, webinar, eBook, articles • • • • Online ads Twitter account Landing pages Schedule
  8. 8. Campaign launch phase 2 phase 1
  9. 9. How is the campaign performing so far? • Number of unique visitors • Trials of product • Absolute number of clicks on hyperlinks and calls-to-actions • Click-through rate (CTR) on the landing pages • Visitors flow
  10. 10. Oops! Instrumentation fail Something was wrong • We had forgotten to instrument some of the calls to action and hyperlinks on the landing pages to see how visitors were behaving on the site • We didn’t have all the data we needed to see how the landing page were performing
  11. 11. 2 months & 3 weeks in: Performance Check 2 • Results showed that visitors were not going down the path we expected them to take • Only 1.5% CTR on calls to action related to the product Lesson: It’s never too early to measure campaign performance.
  12. 12. Now what? We’re almost 3 months in and the results are not good There are 3 choices • Kill the campaign • Carry on and hope for the best • Optimise
  13. 13. Optimisation • Remove unused content • Remove distracting links • Rebalance content/product focus Optimize using data Then measure again 3 weeks later – 2.5% CTR Then optimise and measure again 5% CTR http://goo.gl/u004QW http://goo.gl/t3Z26M
  14. 14. Lesson: After you measure, OPTIMISE because you won’t get it right first time round
  15. 15. Oops #2! Head in the sand syndrome We were so engrossed in optimising the content on the landing pages that we didn’t properly measure and optimise the rest of the campaign!
  16. 16. End of the campaign…or not Results by Nov 11: • 4,000 unique visitors per month • 1,600 trials of AMP per month Based on our experience from the past few months, I knew that we still had room for improvement to turn a reasonably OK campaign into an exceptional one
  17. 17. Pivot Decided to extend the campaign Launched phase 5 & 6 Re-set objectives: • 10,000 unique visitors per month • 1,800 trials of AMP per month
  18. 18. The new strategy 1. Monthly media performance check + optimise (cut down on media that is not delivering, geo-targeting, etc) 2. Better use of social media and partner channels 3. Exploit the Ricky Leeks character to the full (podcast interview)
  19. 19. Oops #3! Lead nurturing fail We got thousands of developers to download the eBooks, and sign up to receive more information on .NET memory management… …but we didn’t think the lead nurturing through properly.
  20. 20. Results in May 12 Reached close to 90,000 developers in 11 months
  21. 21. Results in May 12 Trial of the software went up by 25% AMP downloads 2000 (from 1,350 to 1,800/month) 1800 1600 1400 1200 1000 800 600 400 200 May-12 Apr-12 Mar-12 Feb-12 Jan-12 Dec-11 Nov-11 Oct-11 Sep-11 Aug-11 Jul-11 Jun-11 May-11 Apr-11 Mar-11 Feb-11 Jan-11 0
  22. 22. My 3 TOP TIPS for your next campaign 1. Data-driven marketing (creativity alone is not enough) • • • No campaign performs optimally at the first round Design campaigns with regular (and early!) checkpoints Think about what metrics & behaviours you can influence to drive KPIs 2. Try agile marketing • • • Learn from incoming data: measure…then optimise Use feedback to trigger rapid iterations to improve on what you’ve got Design campaigns that last – it gives you a chance to optimise 3. Set up a proper lead nurturing program • • Move your leads progressively down the funnel You will NOT get it right first time
  23. 23. Any questions? Laila.Lotfi@red-gate.com Recommended reading: Lean Startup (Eric Ries)

×