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


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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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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. | @ActOnSoftware | #ActOnSW Act-On Marketing Automation Interested in a demo? Call +1 (877) 530-1555 Email Web
  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” 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