Ask questions and share advice on Twitter!

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Ask questions and share advice on Twitter!

  1. 1. Ask questions and share advice on Twitter! #SherpaWebinar Today’s webinar is brought to you by:
  2. 2. Marketing Automation A look at one company’s path to a 200% increase in lead volume
  3. 3. Speakers Black & White Headshot Keith “KC” Lincoln Daniel Burstein Vice President of Marketing SmartBear @KCLincoln Director of Editorial Content MECLABS @DanielBurstein
  4. 4. A special thanks to Keith Lincoln Keith is not a marketing vendor or professional speaker, but a busy marketer just like you. Special thanks to Keith for investing significant time to prepare for this webinar and answer your questions: • A written case study with a MarketingSherpa reporter • 3 prep conference calls • 15 emails with data and information • Answering your questions from #SherpaWebinar on today’s webinar
  5. 5. Ask questions and share advice on Twitter! #SherpaWebinar
  6. 6. Further Resources Marketing Automation: 200% increase in lead volume for software company after implementation Marketing Research Chart: Automated emails sent by organizations Email Marketing: 3 overlooked aspects of automated messages B2B Marketing: 7 tactics for implementing marketing automation from a fellow brandside marketer
  7. 7. Results 200% Increase in Lead Volume Marketing is processing 40,000 new leads each quarter ! What You Need to Understand: Marketing generates more than 80% of leads globally through automated trial downloads with 85% of SmartBear’s revenue generated by those leads.
  8. 8. About SmartBear SmartBear has profitably monetized its >1 million member, free user community 200,000 Total Downloads 2,000,000 120,000 1,200,000 80,000 800,000 40,000 400,000 0 0 M ar -0 Ju 9 n0 Se 9 p0 De 9 cM 09 ar -1 Ju 0 n1 Se 0 p1 De 0 c-1 M 0 ar -1 Ju 1 n1 Se 1 p1 De 1 c-1 M 1 ar -1 Ju 2 n1 Se 2 p1 De 2 cM 12 ar -1 3 1,600,000 M ar -0 9 Ju n09 Se p0 De 9 c-0 M 9 ar -1 0 Ju n10 Se p1 De 0 c-1 M 0 ar -1 1 Ju n11 Se p1 De 1 c-1 M 1 ar -1 2 Ju n12 Se p1 De 2 c-1 M 2 ar -1 3 160,000 Cumulative Users • Every 20 seconds, there is a download for a SmartBear product • Every 55 seconds, SmartBear gains a new user • Every 10 minutes, SmartBear adds a new paid user
  9. 9. Go-to-Market Strategy Product Downloads • • • • Users have need or looking to solve pain point Viral online marketing and community engagement introduces users to SmartBear User finds SmartBear on the Web or goes directly to website Inside sales team captures lead to build profile Fully Functional Trial • Full-featured, free trial • Easy to deploy, users up and running in the same day • Inside sales engages immediately to offer support and assess opportunity • Regular sales check-ins throughout trial ✘ No RFPs ✘ No on-site, competitive bake-offs ✘ No custom coding ✘ No implementations services Customer Win • On average, almost 82% of new deal transactions and 57% of new deal revenue close within 30 days of trial download
  10. 10. Merging of Three Companies CRM CRM Homegrown
  11. 11. Choosing the Right Automation Software Automation Vendor CRM Package Objectives
  12. 12. Choosing the Right Automation Software Automation Vendor CRM Package Objectives Online research Personal contacts Automation software vendors
  13. 13. Research Reach out to contacts Books Online research
  14. 14. Criteria for the Final Decision Ease of Use Scalability CRM Integration
  15. 15. The Selection Process MARKETING AUTOMATION REQUIREMENTS: Relevance Comments COMPANY 2 COMPANY 3 Click this link to view Overview Video COMPANY 1 Click this link to view Click on this link y y y y E-mail set-up and personalization Simple Email Authoring Must have Complex html e-mail authoring Must have y y Desired y y y Must have y ? ? ? y ? ? ? y ? ? ? ? ? ? Target Segmentation Simple segmentation of e-mail blasts by contact/account attributes Landing page management Landing page creation Personalized landing pages (per contact) Desired Support of pURLs Desired Custom URL creation for LP Dynamic landing pages by URL parameters (content and images as well as database fields) Good question to ask… Must have Desired If we have images that need to be changed dynamically based on URL parameters, we need the ability to code this through HTML, Javascript, etc… If we want to have text blocks that are specific to lead demographics, we need DB access to code certain scenarios, etc….
  16. 16. The Selection Process • Overview • Email set-up and personalization • Target segmentation • Landing page management • Resource download management • Responses tracking • Contact management • Lead scoring • Lead routing • Database flexibility high volume email capabilities • • • • • • • • • • • • • SPAM issues CRM integration Reporting Internationalization Implementation Ease of use Community Sales usage References Other integration Training Vendor/Cost Cost
  17. 17. Act-On Marketing Automation Interested in a demo? Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com http://bit.ly/ActOnchecklist www.act-on.com | @ActOnSoftware | #ActOnSW
  18. 18. “It also came down to people and company fit.” – Keith Lincoln
  19. 19. Implementing MA: Hiring a consultant Get up and implemented Get trained Test that everything is working correctly
  20. 20. Trade-Offs Reporting Processing
  21. 21. Trade-Offs Reporting Processing
  22. 22. List vs. Campaign Example
  23. 23. List vs. Campaign Example
  24. 24. Granularity Email Opt-out Tips and Reps Controls
  25. 25. Creating Nurture Paths Free trials Webinars Email Automation Software (6-25 Emails)
  26. 26. Sample Email 2.3% opt-out rate
  27. 27. Drip Stats by Business Unit % Clicked % Opened WEB 19.60% DEV TEST 13.21% 2.80% DEV 2.38% WEB 2.35% % Opened TEST API TEST 0.00% % Clicked 12.38% 11.46% 5.00% 10.00% 15.00% API TEST 20.00% % Unsubscribed 25.00% WEB 0.00% 1.08% 0.50% 0.33% DEV 0.29% % Unsubscribed TEST 0.28% API TEST 0.00% 0.20% 0.10% 0.20% 0.30% 0.40% 1.00% 1.50% 2.00% 2.50% 3.00%
  28. 28. Content ROI Sensitivity Summary Already Closed Worst Case (Ops Influenced) (Ops Created, Primary Campaign) Projected to Close Best Case (Ops Influenced, Q2 Promo Conv %) (Ops Influenced, AVG Conv %) $9.30 $6.30 $1.20 $7.50 Yield Range ($ Cost/ $ ROI)
  29. 29. Opportunity Cost vs. Other Content or Programs Positive ROI PPC Ads Sales Promo Organic Trails
  30. 30. Building Depth to Your Team
  31. 31. Equip Your Team Product Group A Product Group B Product Group C INBOUND INBOUND INBOUND PROGRAMS CONTENT PROGRAMS CONTENT Operations Production PROGRAMS CONTENT
  32. 32. Allocating Team Talents
  33. 33. Maintenance: Training “Not just the people who report directly to me, but the people who report two layers and three layers down – they’re able to get exposure, learn and be crossed-trained enough that we have bench strength.” – Keith Lincoln
  34. 34. “The turtle wins the race” “If you try to take on too much, you’ll end up confused and frustrated… http://www.flickr.com/photos/cygnus921 Just break it down into manageable bits, and manage those bits, and then move onto the next” – Keith Lincoln
  35. 35. Cheat Sheet 1. 1 2. 2 3. 3 Don’t go it alone, get help getting started. Think like a Founding Father. It has to last and fit your organization and business needs. Start with a small victory. You’ll be off and running

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