Sugarcon 2010 - Building a Marketing Funnel
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Tip and tricks for building a marketing funnel for a software business.
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Sugarcon 2010 - Building a Marketing Funnel
- 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
- 5. Keep the partnership simple
- 9. Provide industry and company statistics
- 11. Engage – Simple Call to Action
- 12. Engage – Simple Call to Action
- 13. Convert
- 14. CONVERT!
- 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
- 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