SmartBear marketing data preso

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

Technology Business

CULTIVATING A CULTURE OF
DATA
Prashant Kaw, SmartBear Software

LEAD GE’NINJA TEAM
KendalBen
Rick
Gary
Ryan
Adam
Prashant

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%

Marketing Technology Stack
HubSpot
Marketo
Salesforce.com
InSight
Squared
Excel

YouTube Subscriber Growth
0
100
200
300
400
500
600
Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13
YouTube Subscribers

All Organic Traffic
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
SB.com Blog Community Support
M/M: +3.17%

Non Branded Breakdown KPI
0
20000
40000
60000
80000
100000
120000
140000
160000
SB.com Blog Community Support
M/M: +6.23%

MQL Definition by Product Group
Trials
Net New to Sales Team
Organic
PG 1
North America
PG 2
PG 3
Key
Country
North
America
PG 4
PG 5
PPC
Re-Opens (Sent to Sales)

Takeaways
 Develop a culture of monitoring
 Define top metrics but measure pieces
 Don’t be afraid to go granular

Database Growth
1,947,361
696,759
Dec ‘121,807,026
713,851 Anonymous Known
Jan ‘13

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

Takeaways
 Create Sharing Opportunities
 Foster Ownership
 Encourage Dialogue
 Operationalize (avoid reporting hell)

Takeaways
 Highlight chip away at issues
 Foster a culture of transparency
 Do what moves business to “up and right”

Funnel Metrics
Visits
Trials
Orders
Opps

Conversion Rates Optimization
Source: eConsultancy.com - http://econsultancy.com/uk/blog/62621-most-companies-spend-less-than-5-of-marketing-budgets-on-
conversion-optimization

Takeaways
 Focus on Yield
 Don’t invest in revenue loss
 Reward best behaviors

Sprint 2 – November 2012
3
23
3
14
5
4
11
8
2
1
7
9
0 5 10 15 20 25
Blog
Campaign
Content
Graphics / Layout
Meetings / Reporting / Analytics
Nurture
Operations
Other
Paid Media
PPC
Social Media
Video
90 Stories in Sprint 2
Grand Total

Content Type by (CTR)
19
2
3
1
eBooks
Webinar/Video
Survey
Case Study
6
6
5
3
1
4
eBook
Webinar/Video
Survey
Blog/Article
Infographic
Product
Release/Update
Best 25 Emails (CTR)
Average CTR: 1.8%
Worst 25 Emails (CTR)
Average CTR: 0.4%

Top 10 Q1 Assets by Trials
34
34
58
110
124
179
193
275
429
1164
0 200 400 600 800 1000 1200 1400
Punsky Video
Document Rev Positioning eBook
Karl Wiegers eBook
Apache Flex Testing eBook
Agile Load Testing eBook
Keyword-Driven Testing eBook
Data-Driven Testing eBook
Virtual Labs Testing eBook
Functional Testing eBook
Cross-Browser Testing eBook
Q1 Content Trials

New Drip Launch
22.4%
4.6%
7.8%
1.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
% Opened %Clicked
New 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 %Clicked
New Reps (March)
Old Reps (Feb)
Drip Month Emails Sent
New Tips March 3,166
Old Tips February 9,956
Drip Month Emails Sent
New Reps March 695
Old Reps February 2,815

Takeaways
 Create a culture iteration (bite size)
 Focus on continuous improvement
 Experiment

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The document summarizes a panel discussion on organizational design and strategy for digital insurers. The panelists discussed topics like critical success factors for innovation projects, digital hiring trends, ingredients for organizational agility, structuring IT for a digital insurer, and knowledge gaps between business and IT teams. Participants provided feedback through polls on these topics and their interest in future events from The Digital Insurer.

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SPICE Newsletter

Paul M McLeod

This document discusses developing a dashboard of key performance indicators (KPIs) to help guide businesses. It recommends establishing KPIs that measure customer satisfaction, sales performance by channel, inventory performance, cash flow needs, and other important metrics. A KPI dashboard can visually display these critical metrics from each department on one online platform. This gives management an accurate picture of business performance while allowing them to drill down into details. Regular benchmarking of KPIs against past performance can help identify areas for improvement and increased efficiencies to drive profitability and customer retention.

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