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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.

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Sugarcon 2010 - Building a Marketing Funnel

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

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