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Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
Sugarcon 2010 - Building a Marketing Funnel
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Sugarcon 2010 - Building a Marketing Funnel

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Tip and tricks for building a marketing funnel for a software business.

Tip and tricks for building a marketing funnel for a software business.

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Transcript

  • 1. SugarCon
    April 2010
    john.robb@zimbra.com - VP of Global Sales and Products
    The Inbound Marketing Funnel
  • 2. Zimbra in 30 seconds…
    Open Source Leader in Messaging and Collaboration
    Email, address book, calendar and file sharing
    150,000 organizations. 55+ million mailboxes, 90+ countries
    Customers include Bechtel, Comcast, Vodafone, Digg, Mozilla, NTT
    Private and public cloud server product
    Desktop email client that works with Gmail and Yahoo!
    Division of VMware
  • 3. Agenda
    Generate traffic
    Partners
    Community
    PR
    Engage the user (registration is not engagement)
    Convert
    Metrics!
    Test and test again!
    Other great ideas
  • 4. Generate Traffic - Partner
    • Find big partners (two start ups do not make a partnership)
    • 5. Keep the partnership simple
    • 6. Focus on awareness and not lead tracking
  • Generate Traffic - Community
    • Community builds awareness, loyalty and indexable content!
    • 7. Find areas to highlight important keywords
  • Generate Traffic – Sharing and SEO
  • 8. Generate Traffic - PR
    • Jump on the bandwagon with an opinion (Flash, HTML5, browser versions
    • 9. Provide industry and company statistics
    • 10. Leverage big brands
  • Engage
  • 11. Engage – Simple Call to Action
  • 12. Engage – Simple Call to Action
  • 13. Convert
  • 14. CONVERT!
  • 15. Drip Campaigns
    • Eloqua, Marketo, Loopfuse
    • 16. Automate email campaigns based on events (webinars, download)
  • Metrics
  • 17. Metrics - Leverage 3rd Party Metrics
  • 18. Metrics - What is a New Lead?
  • 19. Test Again!
  • 20. Metrics – Measure What Matters
    New form launched with ZCS 6 (9/30)
    Improved top line lead numbers; quality level of additional leads still inconclusive
    2 A/B tests performed in Oct
    Old vs New form with fewestpossible fields
    New form with and without Phone field
  • 21. Metrics - Improved Conversion Rate
    Significant overall top line improvement:
    Conversion rate increase from 5.9% to 10.4%
    Based on previous averages this will net about 500 more trial leads per month
    A/B test: Old vs New trial form
  • 22. Impact of Adding More Fields
    Adding “phone” drops conversion 1 – 1.5%
    ~110 leads per month drop from top line potential
    A/B test: New form with and without phone field
    Note: 4 fields, 2 checkboxes were dropped from old form. 4.5% conversion lift between old / new form roughly maps to 1% per field.
  • 23. Does Phone Increase Lead Quality?
    Inconclusive thus far
    Presence of phone does not appear to over-index in conversions and opportunities
    Table- Sales uses quality of name, email, company to qualify more opportunities
    Anecdotal insight: many phone numbers provided (pre 9/30) are garbage; phone is helpful less often though in some cases a high quality phone number (eg well formed (650) 453-3400 x34) clearly helps gauge interest.
  • 24. Next Steps
    Phone field is left in the form as optional field
    Take the middle road
    Address new issues associated with higher lead volume
    Monitor sales open / unread counts
    Lead alerts
  • 25. Other Great Ideas!
  • 26. Great Ideas…
    Dave McClure – Founders Fund
    Kill a feature rather than add a feature
    Focus on one metric
    Acquire, Active, Retain, Refer, Revenue
    Eric Ries – Lean Start Up
    Drop shadow beliefs
    Continuously develop your website not waterfall

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