Toolkits and tips for UX analytics CRO by Craig Sullivan
AtlasCamp 2010 - Marketing A Plugin
1. The Battle for Exposure
Marketing Your Plugins
by Alex Loddengaard
Tuesday, October 12, 2010
2. About Me
• Product Marketing Manager at Atlassian
• Started a month ago
• Formerly software engineer/consultant at
Cloudera
• Cyclist, snowboarder
• aloddengaard@atlassian.com
Tuesday, October 12, 2010
3. Today’s Agenda:
Marketing Your Plugin
marketing
n. the total of activities involved in the
transfer of goods from the seller to the
buyer
QUICK - what marketing
means for them
Tuesday, October 12, 2010
4. Development Lifecycle
1. Define a problem
2. Solve the problem with software
3. Launch
4. Iterate with features and bug fixes
5. Acquire users
6. Measure
Tuesday, October 12, 2010
5. Development Lifecycle
Today’s Material
1. Define a problem
2. Solve the problem with software
3. Launch
4. Iterate with features and bug fixes
5. Acquire users Already really good at
1,2,4 !
6. Measure
Tuesday, October 12, 2010
6. Today’s Agenda
• Marketing Basics: Sales Funnel
• User Acquisition
• Press and Product Launch Advice
• Sealing the Deal: Converting Customers
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7. Sales
Funnel
Flickr: cosmicmoonchild, http://bit.ly/bHmKx2
Tuesday, October 12, 2010
8. Example Sales Funnel
• Each dependent on the previous
• Each feeds to the next
• Smaller audience further down
• Your goal: Convert outbound
marketing to purchase
Tuesday, October 12, 2010
9. Winning Users
Boston.com Big Picture, http://bit.ly/atT84x
Tuesday, October 12, 2010
10. User Acquisition
• Sending the right message
• Search Engine Optimization (SEO)
• Videos
• Open Source / Worldly Development
Tuesday, October 12, 2010
12. Psychology Don’t say “I think”
• Answer:
• Why will someone try my plugin?
• Why will they purchase it after trying?
• Apply these to your marketing material
• Website, press media, blog, name, price
Tuesday, October 12, 2010
14. Redfin: Confidence
Funnel: conversion
Redfin wants customers to be confident in their agents.
Tuesday, October 12, 2010
15. Zip: Search
Funnel: more users
Zip wants their customers to be thinking about search.
Tuesday, October 12, 2010
16. Search Engine Optimization
(SEO)
• Website performance in search engines
• Drives relevant search traffic to website
• Most people start with a search engine
• Having good SEO is very important
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17. SEO Tricks
• Determine relevant keywords
• Place keywords in:
• Title (<title>)
• Headings (<h1>) There is more to it
Example coming later
• Link anchor text
• URL
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20. Link Anchor Text
Anchor text contains keywords they
want associated with linked-to page.
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21. Iterate With Data
• Pick keywords you care about
• Use Google Analytics to see how you
perform
• Tweak SEO, blogging, and twitter
• Repeat This is what marketing
• Think about The Funnel
departments do a lot
Tuesday, October 12, 2010
23. Required SEO Reading
• http://en.wikipedia.org/wiki/
Search_engine_optimization
• http://www.seomoz.org/blog
• http://en.wikipedia.org/wiki/PageRank
• http://bit.ly/98Jwft - Google keyword tool
Tuesday, October 12, 2010
24. Plugin Exchange
(plugins.atlassian.com or PAC)
• Upload your plugin to PAC
• Will help your website’s SEO
• Think critically about your content in PAC
• Name, link anchor text, description, etc.
• Will drive more users to your website
Tuesday, October 12, 2010
26. A Winning PAC Page
descriptive title
good feature
tour
screenshots
useful links
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27. Case Study:
Users Like Videos
• Atlassian has had success with web videos
• Create one several-minute product tour
• Youtube, Ooyala, whatever
• Give the video good website real estate
• Video how-to -- http://bit.ly/98dW6Q
Tuesday, October 12, 2010
28. Tackle Open Source
• Atlassian used often in open source
• Apache, mongoDB, MuleForge, more
• Get your plugin installed and used
• Do it for free
• Google for “powered by JIRA,” Confluence
Tuesday, October 12, 2010
29. Worldly Development
• Involve yourself in the entire software
development community
• Open source, Atlassian, Java, everything
• Be a technical leader
• Solve problems, blog them, etc.
• More popularity for you means more plugin
success
Tuesday, October 12, 2010
30. Atlassian Ecosystem
• Become an ecosystem champion
• Each plugin developer can sell your plugin
• Get involved in the forums
• Come to AtlasCamp
Tuesday, October 12, 2010
31. Launching
a
Product
britannica.com, http://bit.ly/bnW29W
Tuesday, October 12, 2010
32. Steps to Launch
• Prepare material
• Email Bloggers
• Become active in the discussion
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33. Bloggers Need Material
• Provide press material on your website
• Description of your business
• FAQ
• Logos
• Make blogger’s job easy
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34. Bloggers Can’t Find You
• You’re little, so be loud
• Email bloggers likely to write about you
• Think critically about that email
• They’ll be grateful to have new material
• Consider working with a PR firm
Tuesday, October 12, 2010
35. Required Reading
Helpful for writing to
bloggers
Source: http://amzn.to/btnjLL
Tuesday, October 12, 2010
36. Blogotwittersphere
• Find relevant discussions and get involved
• Google alerts on competitors
• Twitter saved searches on keywords
• Technorati
• Etc.
• Be relevant, and don’t spam
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37. Get Involved, Seriously
Define Astroturf
“Cool post. Here’s my
link.”
• Don’t Astroturf
• Materially contribute to the conversation
• Provide facts and insight
• Ask good, difficult questions
Tuesday, October 12, 2010
38. PAC, Revisited
• New plugin uploads are featured on PAC
• And in-product universal plugin manager
• Atlassian marketing loves guest blog posts
• We do plugin of the month webinars and
blogs
• Talk to us, ask us how we can help
• developer-relations@atlassian.com
Tuesday, October 12, 2010
39. Closing
the
Sale
drinkneuro.com, http://bit.ly/cyLPi3
Tuesday, October 12, 2010
40. Make Your Product Easy To Try
1st part of funnel with
engagement
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41. Evaluations: Win-Win
• No such thing as too many evaluations
• Product will sell if it’s good
• Or you’ll learn if product doesn’t sell
• Provide screen shots, videos, tours
Tuesday, October 12, 2010
43. Price is a Feature
• Make your product easy to try, then buy
• Example: learn from Atlassian
• Free, or at least cheap, to try
• Priced for an expense report
• Structured against lock in
• Free for open source
Tuesday, October 12, 2010
44. Exposure, Exposed
Flickr: patrick-smith-photography, http://bit.ly/avikEA
Tuesday, October 12, 2010
45. Acknowledgments
• peldi of Balsamiq - http://bit.ly/bQfj9E
• Jonathan Nolen
• Dan Rosen
• Daniel Freeman
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46. Required Reading
Source: http://amzn.to/9Metbp
Tuesday, October 12, 2010
47. We Want You To Succeed
Tuesday, October 12, 2010
48. Tell Us How We Can Help
Tuesday, October 12, 2010
