See Daniel Burstein, Director of
Editorial Content, MECLABS, interview
Keith “KC” Lincoln, Vice President of
Marketing, Sm...
Marketing Automation
A look at one company’s path to a 200% increase in lead volume
Black & White
Headshot
Speakers
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Keith “KC” Lincoln
V...
A special thanks to Keith Lincoln
Keith is not a marketing vendor or professional speaker, but a
busy marketer just like y...
Ask questions and share
advice on Twitter!
#SherpaWebinar
Further Resources
Marketing Automation: 200% increase in lead volume for software company after
implementation
Marketing R...
Results
Increase in Lead Volume
Marketing is processing 40,000 new leads each
quarter
200%
!
What You Need to Understand: ...
About SmartBear
• Every 20 seconds, there is a download for a SmartBear product
• Every 55 seconds, SmartBear gains a new ...
Go-to-Market Strategy
Product Downloads Customer Win
• Users have need or looking to
solve pain point
• Viral online marke...
Merging of Three Companies
CRM
CRM
Home-
grown
Choosing the Right Automation Software
Objectives
CRM Package
Automation Vendor
Choosing the Right Automation Software
Objectives
CRM Package
Automation Vendor
Personal contacts
Automation software vend...
Research
Reach out
to contacts
Online
research
Books
Criteria for the Final Decision
CRM IntegrationScalabilityEase of Use
The Selection Process
MARKETING AUTOMATION
REQUIREMENTS:
Relevance Comments COMPANY 1 COMPANY 2 COMPANY 3
Overview Video C...
The Selection Process
• Overview
• Email set-up and personalization
• Target segmentation
• Landing page management
• Reso...
www.act-on.com | @ActOnSoftware | #ActOnSW
Act-On Marketing Automation
Interested in a demo?
Call +1 (877) 530-1555
Email ...
“It also came down to people
and company fit.”
– Keith Lincoln
Implementing MA: Hiring a consultant
Get up and
implemented
Test that
everything is
working correctly
Get trained
Trade-Offs
Reporting Processing
Trade-Offs
Reporting
Processing
List vs. Campaign Example
List vs. Campaign Example
Granularity
Tips and Reps
Controls
Email Opt-out
Creating Nurture Paths
Webinars
Free trials Email Automation Software (6-25 Emails)
Sample Email
2.3% opt-out rate
Drip Stats by Business Unit
11.46%
12.38%
13.21%
19.60%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
API TEST
TEST
DEV
WEB
% Op...
Content ROI Sensitivity Summary
Worst Case
(Ops Created,
Primary Campaign)
Already Closed
(Ops Influenced) Projected to
Cl...
Organic
Trails
Opportunity Cost vs. Other Content or Programs
PPC Ads
Sales
Promo
Positive ROI
Building Depth to Your Team
Equip Your Team
INBOUND PROGRAMS
CONTENT
INBOUND PROGRAMS
CONTENT
INBOUND PROGRAMS
CONTENT
Product Group A Product Group B...
Allocating Team Talents
Maintenance: Training
“Not just the people who report directly to me, but
the people who report two layers and three layer...
“The turtle wins the race”
http://www.flickr.com/photos/cygnus921
Just break it down into
manageable bits, and manage
thos...
Cheat Sheet
1. Don’t go it alone, get help getting started.
2. Think like a Founding Father. It has to last and fit your
o...
Marketing Automation: A look at a software company's path to a 200% increase in lead volume
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Marketing Automation: A look at a software company's path to a 200% increase in lead volume

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See the video replay here: http://www.marketingsherpa.com/video/webinar/marketing-automation-lead-volume

Join Daniel Burstein as he speaks with Keith Lincoln, Vice President of Marketing, SmartBear, about how his organization, a software company, implemented automation for a 200% increase in lead volume without losing any unique messaging and answers your questions, live.

Register before the live event on 9/18 and receive a free digital copy of our 30-Minute Marketer, How to Use Automated Emails for Increased Conversion Rates.

This event is brought to you by our sponsor, Act-On.

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Transcript of "Marketing Automation: A look at a software company's path to a 200% increase in lead volume"

  1. 1. See Daniel Burstein, Director of Editorial Content, MECLABS, interview Keith “KC” Lincoln, Vice President of Marketing, SmartBear and answer questions from the audience! Watch it now! Access other webinars
  2. 2. Marketing Automation A look at one company’s path to a 200% increase in lead volume
  3. 3. Black & White Headshot Speakers Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Keith “KC” Lincoln Vice President of Marketing SmartBear @KCLincoln
  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 brand- side marketer
  7. 7. Results Increase in Lead Volume Marketing is processing 40,000 new leads each quarter 200% ! 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 • 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 0 400,000 800,000 1,200,000 1,600,000 2,000,000 M ar-09Jun-09Sep-09Dec-09M ar-10Jun-10Sep-10Dec-10M ar-11Jun-11Sep-11Dec-11M ar-12Jun-12Sep-12Dec-12M ar-13 Cumulative UsersTotal Downloads 0 40,000 80,000 120,000 160,000 200,000 M ar-09 Jun-09 Sep-09Dec-09M ar-10 Jun-10 Sep-10Dec-10M ar-11 Jun-11 Sep-11Dec-11M ar-12 Jun-12 Sep-12Dec-12M ar-13 SmartBear has profitably monetized its >1 million member, free user community
  9. 9. Go-to-Market Strategy Product Downloads Customer Win • 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 • 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 • On average, almost 82% of new deal transactions and 57% of new deal revenue close within 30 days of trial download ✘ No RFPs ✘ No on-site, competitive bake-offs ✘ No custom coding ✘ No implementations services Fully Functional Trial
  10. 10. Merging of Three Companies CRM CRM Home- grown
  11. 11. Choosing the Right Automation Software Objectives CRM Package Automation Vendor
  12. 12. Choosing the Right Automation Software Objectives CRM Package Automation Vendor Personal contacts Automation software vendors Online research
  13. 13. Research Reach out to contacts Online research Books
  14. 14. Criteria for the Final Decision CRM IntegrationScalabilityEase of Use
  15. 15. The Selection Process MARKETING AUTOMATION REQUIREMENTS: Relevance Comments COMPANY 1 COMPANY 2 COMPANY 3 Overview Video Click this link to view Click this link to view Click on this link E-mail set-up and personalization Simple Email Authoring Must have y y y Complex html e-mail authoring Must have y y y Target Segmentation Simple segmentation of e-mail blasts by contact/account attributes Desired y y y Landing page management Landing page creation Must have y y y Personalized landing pages (per contact) Desired ? ? ? Support of pURLs Desired Good question to ask… ? ? ? Custom URL creation for LP Must have ? ? ? Dynamic landing pages by URL parameters (content and images as well as database fields) 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. www.act-on.com | @ActOnSoftware | #ActOnSW 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
  18. 18. “It also came down to people and company fit.” – Keith Lincoln
  19. 19. Implementing MA: Hiring a consultant Get up and implemented Test that everything is working correctly Get trained
  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 Tips and Reps Controls Email Opt-out
  25. 25. Creating Nurture Paths Webinars Free trials Email Automation Software (6-25 Emails)
  26. 26. Sample Email 2.3% opt-out rate
  27. 27. Drip Stats by Business Unit 11.46% 12.38% 13.21% 19.60% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% API TEST TEST DEV WEB % Opened % Opened 1.08% 2.35% 2.38% 2.80% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% API TEST WEB DEV TEST % Clicked % Clicked 0.20% 0.28% 0.29% 0.33% 0.00% 0.10% 0.20% 0.30% 0.40% API TEST TEST DEV WEB % Unsubscribed % Unsubscribed
  28. 28. Content ROI Sensitivity Summary Worst Case (Ops Created, Primary Campaign) Already Closed (Ops Influenced) Projected to Close (Ops Influenced, AVG Conv %) Best Case (Ops Influenced, Q2 Promo Conv %) $1.20 $6.30 $7.50 $9.30 Yield Range ($ Cost/ $ ROI)
  29. 29. Organic Trails Opportunity Cost vs. Other Content or Programs PPC Ads Sales Promo Positive ROI
  30. 30. Building Depth to Your Team
  31. 31. Equip Your Team INBOUND PROGRAMS CONTENT INBOUND PROGRAMS CONTENT INBOUND PROGRAMS CONTENT Product Group A Product Group B Product Group C Operations Production
  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” 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 “If you try to take on too much, you’ll end up confused and frustrated…
  35. 35. Cheat Sheet 1. Don’t go it alone, get help getting started. 2. Think like a Founding Father. It has to last and fit your organization and business needs. 3. Start with a small victory. You’ll be off and running 1 2 3
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