SlideShare a Scribd company logo
SugarCon April 2010 john.robb@zimbra.com - VP of Global Sales and Products The Inbound Marketing Funnel
Zimbra in 30 seconds… Open Source Leader in Messaging and Collaboration Email, address book, calendar and file sharing 150,000 organizations. 55+ million mailboxes, 90+ countries Customers include Bechtel, Comcast, Vodafone, Digg, Mozilla, NTT Private and public cloud server product Desktop email client that works with Gmail and Yahoo! Division of VMware
Agenda Generate traffic Partners Community PR Engage the user (registration is not engagement) Convert Metrics! Test and test again! Other great ideas
Generate Traffic - Partner ,[object Object]
Keep the partnership simple
Focus on awareness and not lead tracking,[object Object]
Find areas to highlight important keywords,[object Object]
Generate Traffic - PR ,[object Object]
Provide industry and company statistics
Leverage big brands,[object Object]
Engage – Simple Call to Action
Engage – Simple Call to Action
Convert
CONVERT!
Drip Campaigns ,[object Object]
Automate email campaigns based on events (webinars, download),[object Object]
Metrics - Leverage 3rd Party Metrics
Metrics - What is a New Lead?
Test Again!
Metrics – Measure What Matters New form launched with ZCS 6 (9/30) Improved top line lead numbers; quality level of additional leads still inconclusive 2 A/B tests performed in Oct Old vs New form with fewestpossible fields New form with and without Phone field
Metrics - Improved Conversion Rate Significant overall top line improvement: Conversion rate increase from 5.9% to 10.4% Based on previous averages this will net about 500 more trial leads per month A/B test: Old vs New trial form
Impact of Adding More Fields Adding “phone” drops conversion 1 – 1.5% ~110 leads per month drop from top line potential A/B test: New form with and without phone field Note: 4 fields, 2 checkboxes were dropped from old form.  4.5% conversion lift between old / new form roughly maps to 1% per field.
Does Phone Increase Lead Quality? Inconclusive thus far Presence of phone does not appear to over-index in conversions and opportunities Table- Sales uses quality of name, email, company to qualify more opportunities 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.
Next Steps Phone field is left in the form as optional field Take the middle road Address new issues associated with higher lead volume Monitor sales open / unread counts Lead alerts

More Related Content

Viewers also liked

Full Funnel Marketing Case Study
Full Funnel Marketing Case StudyFull Funnel Marketing Case Study
Full Funnel Marketing Case Study
Nina Van Brunt
 
SAP SD demo ppt - Introduction - for freshers
SAP SD demo ppt - Introduction - for freshersSAP SD demo ppt - Introduction - for freshers
SAP SD demo ppt - Introduction - for freshers
Saravanan Manoharan
 
SAP Demo
SAP DemoSAP Demo
SAP Demo
syscomsoftwares
 
Digital Marketing PPT
Digital Marketing PPTDigital Marketing PPT
Digital Marketing PPT
Narendra Sharma
 
Direct marketing
Direct marketing Direct marketing
Direct marketing
SoftSol
 
Digital Marketing Trends 2015
Digital Marketing Trends 2015Digital Marketing Trends 2015
Digital Marketing Trends 2015
Dave Chaffey
 

Viewers also liked (6)

Full Funnel Marketing Case Study
Full Funnel Marketing Case StudyFull Funnel Marketing Case Study
Full Funnel Marketing Case Study
 
SAP SD demo ppt - Introduction - for freshers
SAP SD demo ppt - Introduction - for freshersSAP SD demo ppt - Introduction - for freshers
SAP SD demo ppt - Introduction - for freshers
 
SAP Demo
SAP DemoSAP Demo
SAP Demo
 
Digital Marketing PPT
Digital Marketing PPTDigital Marketing PPT
Digital Marketing PPT
 
Direct marketing
Direct marketing Direct marketing
Direct marketing
 
Digital Marketing Trends 2015
Digital Marketing Trends 2015Digital Marketing Trends 2015
Digital Marketing Trends 2015
 

Similar to Sugarcon 2010 - Building a Marketing Funnel

How To Improve Lead Generation With Prospecting
How To Improve Lead Generation With Prospecting How To Improve Lead Generation With Prospecting
How To Improve Lead Generation With Prospecting
Brian Carroll
 
Service in the time of the Social Customer
Service in the time of the Social CustomerService in the time of the Social Customer
Service in the time of the Social Customer
nGenera
 
Building Detailed Marketing Profiles to Drive Better Sales
Building Detailed Marketing Profiles to Drive Better SalesBuilding Detailed Marketing Profiles to Drive Better Sales
Building Detailed Marketing Profiles to Drive Better Sales
Juliann Grant
 
Philippe Taza: Following Up on Direct Language School Inquiries with CRM Tech...
Philippe Taza: Following Up on Direct Language School Inquiries with CRM Tech...Philippe Taza: Following Up on Direct Language School Inquiries with CRM Tech...
Philippe Taza: Following Up on Direct Language School Inquiries with CRM Tech...
eaquals
 
Affiliate marketing explained final
Affiliate marketing explained finalAffiliate marketing explained final
Affiliate marketing explained final
Matt Bateman
 
Multichannel And Purl Presentation
Multichannel And Purl PresentationMultichannel And Purl Presentation
Multichannel And Purl Presentation
effort900
 
Cross Media Solutions
Cross Media SolutionsCross Media Solutions
Cross Media Solutions
Bob Hill
 
Cross Media Solutions
Cross Media SolutionsCross Media Solutions
Cross Media Solutions
Bob Hill
 
Selling Telecoms to SMBs
Selling Telecoms to SMBsSelling Telecoms to SMBs
Selling Telecoms to SMBs
Bredin, Inc.
 
2009 Measurement 101
2009 Measurement 1012009 Measurement 101
2009 Measurement 101
guest344639
 
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
ion interactive
 
How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMa...
How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMa...How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMa...
How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMa...
WorkSmart Integrated Marketing
 
Marketing Automation - more than an email sending app
Marketing Automation - more than an email sending appMarketing Automation - more than an email sending app
Marketing Automation - more than an email sending app
Dominik Suter
 
Final XMPie Real Business Pres
Final XMPie Real Business PresFinal XMPie Real Business Pres
Final XMPie Real Business Pres
David Baldaro
 
Meeting Maker Marketing Campaigns: How to Connect Sales with Anyone
Meeting Maker Marketing Campaigns: How to Connect Sales with AnyoneMeeting Maker Marketing Campaigns: How to Connect Sales with Anyone
Meeting Maker Marketing Campaigns: How to Connect Sales with Anyone
Laurie Beasley
 
StudioWorks Presentation at Profitability Catalyst 2011:one
StudioWorks Presentation at Profitability Catalyst 2011:oneStudioWorks Presentation at Profitability Catalyst 2011:one
StudioWorks Presentation at Profitability Catalyst 2011:one
Studioworks
 
ProfCat 2011:one - StudioWorks
ProfCat 2011:one - StudioWorksProfCat 2011:one - StudioWorks
ProfCat 2011:one - StudioWorks
Profitability Catalyst
 
Outbound Marketing Tactics for an effective Sales Pipeline
Outbound Marketing Tactics for an effective Sales PipelineOutbound Marketing Tactics for an effective Sales Pipeline
Outbound Marketing Tactics for an effective Sales Pipeline
SalesPanda
 
Webinar beyond contact us - Leveraing the next generation of lead capture f...
Webinar   beyond contact us - Leveraing the next generation of lead capture f...Webinar   beyond contact us - Leveraing the next generation of lead capture f...
Webinar beyond contact us - Leveraing the next generation of lead capture f...
Salesfusion
 
Formulating Ec Strategy
Formulating Ec StrategyFormulating Ec Strategy
Formulating Ec Strategy
Ravi krishna
 

Similar to Sugarcon 2010 - Building a Marketing Funnel (20)

How To Improve Lead Generation With Prospecting
How To Improve Lead Generation With Prospecting How To Improve Lead Generation With Prospecting
How To Improve Lead Generation With Prospecting
 
Service in the time of the Social Customer
Service in the time of the Social CustomerService in the time of the Social Customer
Service in the time of the Social Customer
 
Building Detailed Marketing Profiles to Drive Better Sales
Building Detailed Marketing Profiles to Drive Better SalesBuilding Detailed Marketing Profiles to Drive Better Sales
Building Detailed Marketing Profiles to Drive Better Sales
 
Philippe Taza: Following Up on Direct Language School Inquiries with CRM Tech...
Philippe Taza: Following Up on Direct Language School Inquiries with CRM Tech...Philippe Taza: Following Up on Direct Language School Inquiries with CRM Tech...
Philippe Taza: Following Up on Direct Language School Inquiries with CRM Tech...
 
Affiliate marketing explained final
Affiliate marketing explained finalAffiliate marketing explained final
Affiliate marketing explained final
 
Multichannel And Purl Presentation
Multichannel And Purl PresentationMultichannel And Purl Presentation
Multichannel And Purl Presentation
 
Cross Media Solutions
Cross Media SolutionsCross Media Solutions
Cross Media Solutions
 
Cross Media Solutions
Cross Media SolutionsCross Media Solutions
Cross Media Solutions
 
Selling Telecoms to SMBs
Selling Telecoms to SMBsSelling Telecoms to SMBs
Selling Telecoms to SMBs
 
2009 Measurement 101
2009 Measurement 1012009 Measurement 101
2009 Measurement 101
 
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
 
How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMa...
How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMa...How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMa...
How Email has Revolutionized Direct Marketing - ExactTarget and WorkSmart eMa...
 
Marketing Automation - more than an email sending app
Marketing Automation - more than an email sending appMarketing Automation - more than an email sending app
Marketing Automation - more than an email sending app
 
Final XMPie Real Business Pres
Final XMPie Real Business PresFinal XMPie Real Business Pres
Final XMPie Real Business Pres
 
Meeting Maker Marketing Campaigns: How to Connect Sales with Anyone
Meeting Maker Marketing Campaigns: How to Connect Sales with AnyoneMeeting Maker Marketing Campaigns: How to Connect Sales with Anyone
Meeting Maker Marketing Campaigns: How to Connect Sales with Anyone
 
StudioWorks Presentation at Profitability Catalyst 2011:one
StudioWorks Presentation at Profitability Catalyst 2011:oneStudioWorks Presentation at Profitability Catalyst 2011:one
StudioWorks Presentation at Profitability Catalyst 2011:one
 
ProfCat 2011:one - StudioWorks
ProfCat 2011:one - StudioWorksProfCat 2011:one - StudioWorks
ProfCat 2011:one - StudioWorks
 
Outbound Marketing Tactics for an effective Sales Pipeline
Outbound Marketing Tactics for an effective Sales PipelineOutbound Marketing Tactics for an effective Sales Pipeline
Outbound Marketing Tactics for an effective Sales Pipeline
 
Webinar beyond contact us - Leveraing the next generation of lead capture f...
Webinar   beyond contact us - Leveraing the next generation of lead capture f...Webinar   beyond contact us - Leveraing the next generation of lead capture f...
Webinar beyond contact us - Leveraing the next generation of lead capture f...
 
Formulating Ec Strategy
Formulating Ec StrategyFormulating Ec Strategy
Formulating Ec Strategy
 

Recently uploaded

Fueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte WebinarFueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte Webinar
Zilliz
 
UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6
DianaGray10
 
UI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentationUI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentation
Wouter Lemaire
 
Taking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdfTaking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdf
ssuserfac0301
 
WeTestAthens: Postman's AI & Automation Techniques
WeTestAthens: Postman's AI & Automation TechniquesWeTestAthens: Postman's AI & Automation Techniques
WeTestAthens: Postman's AI & Automation Techniques
Postman
 
GraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracyGraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracy
Tomaz Bratanic
 
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxOcean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
SitimaJohn
 
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Speck&Tech
 
5th LF Energy Power Grid Model Meet-up Slides
5th LF Energy Power Grid Model Meet-up Slides5th LF Energy Power Grid Model Meet-up Slides
5th LF Energy Power Grid Model Meet-up Slides
DanBrown980551
 
Your One-Stop Shop for Python Success: Top 10 US Python Development Providers
Your One-Stop Shop for Python Success: Top 10 US Python Development ProvidersYour One-Stop Shop for Python Success: Top 10 US Python Development Providers
Your One-Stop Shop for Python Success: Top 10 US Python Development Providers
akankshawande
 
Best 20 SEO Techniques To Improve Website Visibility In SERP
Best 20 SEO Techniques To Improve Website Visibility In SERPBest 20 SEO Techniques To Improve Website Visibility In SERP
Best 20 SEO Techniques To Improve Website Visibility In SERP
Pixlogix Infotech
 
Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
innovationoecd
 
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with SlackLet's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
shyamraj55
 
Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024
Jason Packer
 
National Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practicesNational Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practices
Quotidiano Piemontese
 
Recommendation System using RAG Architecture
Recommendation System using RAG ArchitectureRecommendation System using RAG Architecture
Recommendation System using RAG Architecture
fredae14
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
Daiki Mogmet Ito
 
Serial Arm Control in Real Time Presentation
Serial Arm Control in Real Time PresentationSerial Arm Control in Real Time Presentation
Serial Arm Control in Real Time Presentation
tolgahangng
 
June Patch Tuesday
June Patch TuesdayJune Patch Tuesday
June Patch Tuesday
Ivanti
 
Webinar: Designing a schema for a Data Warehouse
Webinar: Designing a schema for a Data WarehouseWebinar: Designing a schema for a Data Warehouse
Webinar: Designing a schema for a Data Warehouse
Federico Razzoli
 

Recently uploaded (20)

Fueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte WebinarFueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte Webinar
 
UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6
 
UI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentationUI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentation
 
Taking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdfTaking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdf
 
WeTestAthens: Postman's AI & Automation Techniques
WeTestAthens: Postman's AI & Automation TechniquesWeTestAthens: Postman's AI & Automation Techniques
WeTestAthens: Postman's AI & Automation Techniques
 
GraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracyGraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracy
 
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxOcean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
 
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
 
5th LF Energy Power Grid Model Meet-up Slides
5th LF Energy Power Grid Model Meet-up Slides5th LF Energy Power Grid Model Meet-up Slides
5th LF Energy Power Grid Model Meet-up Slides
 
Your One-Stop Shop for Python Success: Top 10 US Python Development Providers
Your One-Stop Shop for Python Success: Top 10 US Python Development ProvidersYour One-Stop Shop for Python Success: Top 10 US Python Development Providers
Your One-Stop Shop for Python Success: Top 10 US Python Development Providers
 
Best 20 SEO Techniques To Improve Website Visibility In SERP
Best 20 SEO Techniques To Improve Website Visibility In SERPBest 20 SEO Techniques To Improve Website Visibility In SERP
Best 20 SEO Techniques To Improve Website Visibility In SERP
 
Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
 
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with SlackLet's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
 
Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024
 
National Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practicesNational Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practices
 
Recommendation System using RAG Architecture
Recommendation System using RAG ArchitectureRecommendation System using RAG Architecture
Recommendation System using RAG Architecture
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
 
Serial Arm Control in Real Time Presentation
Serial Arm Control in Real Time PresentationSerial Arm Control in Real Time Presentation
Serial Arm Control in Real Time Presentation
 
June Patch Tuesday
June Patch TuesdayJune Patch Tuesday
June Patch Tuesday
 
Webinar: Designing a schema for a Data Warehouse
Webinar: Designing a schema for a Data WarehouseWebinar: Designing a schema for a Data Warehouse
Webinar: Designing a schema for a Data Warehouse
 

Sugarcon 2010 - Building a Marketing Funnel

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