SmartBear marketing data preso

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Prashant Kaw, Inbound Marketing and Operations, SmartBear Software presented how to cultivate a culture of data

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SmartBear marketing data preso

  1. 1. CULTIVATING A CULTURE OFDATAPrashant Kaw, SmartBear Software
  2. 2. LEAD GE’NINJA TEAMKendalBenRickGaryRyanAdamPrashant
  3. 3. Feed the Bear
  4. 4. About SmartBear 3 Continents 5 Business Units 7 Locations 30+ reps 225 Employees 150K Pro Trials 200K Customers 1MM Users 5 Million Downloads $50MM in 2013 Software Company Founded: 10+ Years Ago Tools for Developers,Testers & Operations Try Before You Buy Growing at >25%
  5. 5. Generate Volume
  6. 6. I Have a Number on My Head
  7. 7. Move Fast
  8. 8. Velocity: Lead Conversion Speed
  9. 9. Maintain Quality
  10. 10. % of Good and Bad Leads
  11. 11. Reject Rate: Lead Quality Metric
  12. 12. Trials vs. RevenueTrials Revenue
  13. 13. Answer to Many
  14. 14. Marketing Technology StackHubSpotMarketoSalesforce.comInSightSquaredExcel
  15. 15. Why Culture?
  16. 16. Moving Your Organization
  17. 17. What Can You Do?
  18. 18. Monitoring1. Gaze into the Matrix
  19. 19. YouTube Subscriber Growth0100200300400500600Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13YouTube Subscribers
  20. 20. Content Publishing
  21. 21. Content Pipeline
  22. 22. All Organic Traffic020000400006000080000100000120000140000160000180000SB.com Blog Community SupportM/M: +3.17%
  23. 23. Non Branded Breakdown KPI020000400006000080000100000120000140000160000SB.com Blog Community SupportM/M: +6.23%
  24. 24. Goals by Sales Team
  25. 25. Granular MQL Tracking by Source
  26. 26. Best Leads Definition?
  27. 27. MQL Definition by Product GroupTrialsNet New to Sales TeamOrganicPG 1North AmericaPG 2PG 3KeyCountryNorthAmericaPG 4PG 5PPCRe-Opens (Sent to Sales)
  28. 28. Takeaways Develop a culture of monitoring Define top metrics but measure pieces Don’t be afraid to go granular
  29. 29. 2. Share Your Data
  30. 30. Database Growth1,947,361696,759Dec ‘121,807,026713,851 Anonymous KnownJan ‘13
  31. 31. Campaign & Content Performance
  32. 32. Traffic vs. Trial Conversions
  33. 33. What’s the Activity of Reps?
  34. 34. Daily Summary Dashboard
  35. 35. Sharing at SmartBear Daily MQL Update Daily Dashboards Weekly Scrum Updates by Function Weekly SMarketing Meetings Weekly Team Meetings Monthly Board Meeting Special Project Updates
  36. 36. Takeaways Create Sharing Opportunities Foster Ownership Encourage Dialogue Operationalize (avoid reporting hell)
  37. 37. 3. Shine a Spotlight on Issues
  38. 38. What’s Not Working?
  39. 39. What is Under Performing?
  40. 40. What’s the Achilles Heel?
  41. 41. Less Emphasis on New New
  42. 42. Takeaways Highlight chip away at issues Foster a culture of transparency Do what moves business to “up and right”
  43. 43. 4. Think Like an Investor
  44. 44. Funnel MetricsVisitsTrialsOrdersOpps
  45. 45. Are Campaigns Yielding?
  46. 46. Conversion Rates OptimizationSource: eConsultancy.com - http://econsultancy.com/uk/blog/62621-most-companies-spend-less-than-5-of-marketing-budgets-on-conversion-optimization
  47. 47. Are Reps Working All Leads?
  48. 48. MQL Performance by Product Group
  49. 49. Yield
  50. 50. Takeaways Focus on Yield Don’t invest in revenue loss Reward best behaviors
  51. 51. 5. Be More Agile
  52. 52. Sprint 2 – November 2012
  53. 53. Sprint 2 – November 20123233145411821790 5 10 15 20 25BlogCampaignContentGraphics / LayoutMeetings / Reporting / AnalyticsNurtureOperationsOtherPaid MediaPPCSocial MediaVideo90 Stories in Sprint 2Grand Total
  54. 54. Sprint 2 – November 2012
  55. 55. Content Type by (CTR)19231eBooksWebinar/VideoSurveyCase Study665314eBookWebinar/VideoSurveyBlog/ArticleInfographicProductRelease/UpdateBest 25 Emails (CTR)Average CTR: 1.8%Worst 25 Emails (CTR)Average CTR: 0.4%
  56. 56. Top 10 Q1 Assets by Trials34345811012417919327542911640 200 400 600 800 1000 1200 1400Punsky VideoDocument Rev Positioning eBookKarl Wiegers eBookApache Flex Testing eBookAgile Load Testing eBookKeyword-Driven Testing eBookData-Driven Testing eBookVirtual Labs Testing eBookFunctional Testing eBookCross-Browser Testing eBookQ1 Content Trials
  57. 57. New Drip Launch22.4%4.6%7.8%1.8%0.0%5.0%10.0%15.0%20.0%25.0%% Opened %ClickedNew Tips (March)Old Tips (Feb)18.8%0.9%7.5%0.6%0.0%2.0%4.0%6.0%8.0%10.0%12.0%14.0%16.0%18.0%20.0%% Opened %ClickedNew Reps (March)Old Reps (Feb)Drip Month Emails SentNew Tips March 3,166Old Tips February 9,956Drip Month Emails SentNew Reps March 695Old Reps February 2,815
  58. 58. Workflow by Product Group
  59. 59. Takeaways Create a culture iteration (bite size) Focus on continuous improvement Experiment
  60. 60. Why Culture?
  61. 61. Tools & Processes Are Weapons
  62. 62. Culture is a Super Weapon
  63. 63. Thank You

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