editorial content, meclabs, interview keith “k ” lincoln, vice … · 2016-06-20 · editorial...
TRANSCRIPT
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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
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Marketing AutomationA look at one company’s path to a 200% increase in lead volume
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Black & White Headshot
Speakers
Daniel BursteinDirector of Editorial Content
MECLABS
@DanielBurstein
Keith “KC” Lincoln Vice President of Marketing
SmartBear
@KCLincoln
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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
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Ask questions and share advice on Twitter!
#SherpaWebinar
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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
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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.
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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
Mar-09
Jun-09
Sep-09
Dec-09
Mar-10
Jun-10
Sep-10
Dec-10
Mar-11
Jun-11
Sep-11
Dec-11
Mar-12
Jun-12
Sep-12
Dec-12
Mar-13
Cumulative UsersTotal Downloads
0
40,000
80,000
120,000
160,000
200,000Mar-09
Jun-09
Sep-09
Dec-09
Mar-10
Jun-10
Sep-10
Dec-10
Mar-11
Jun-11
Sep-11
Dec-11
Mar-12
Jun-12
Sep-12
Dec-12
Mar-13
SmartBear has profitably monetized its >1 million member, free user community
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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
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Merging of Three Companies
CRM
CRM
Home-grown
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Choosing the Right Automation Software
Objectives
CRM Package
Automation Vendor
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Choosing the Right Automation Software
Objectives
CRM Package
Automation Vendor
Personal contacts
Automation software vendors
Online research
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Research
Reach out to contacts
Online research
Books
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Criteria for the Final Decision
CRM IntegrationScalabilityEase of Use
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The Selection ProcessMARKETING 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….
? ? ?
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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
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www.act-on.com | @ActOnSoftware | #ActOnSW
Act-On Marketing Automation
Interested in a demo?
Call +1 (877) 530-1555
Email [email protected]
Web www.act-on.com
http://bit.ly/ActOnchecklist
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“It also came down to people and company fit.”
– Keith Lincoln
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Implementing MA: Hiring a consultant
Get up and implemented
Test that everything is
working correctly
Get trained
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Trade-Offs
Reporting Processing
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Trade-Offs
Reporting
Processing
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List vs. Campaign Example
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List vs. Campaign Example
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Granularity
Tips and Reps Controls
Email Opt-out
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Creating Nurture Paths
Webinars
Free trials Email Automation Software (6-25 Emails)
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Sample Email
2.3% opt-out rate
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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
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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)
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Organic Trails
Opportunity Cost vs. Other Content or Programs
PPC AdsSales
Promo
Positive ROI
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Building Depth to Your Team
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Equip Your Team
INBOUND PROGRAMS
CONTENT
INBOUND PROGRAMS
CONTENT
INBOUND PROGRAMS
CONTENT
Product Group A Product Group B Product Group C
Operations
Production
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Allocating Team Talents
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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
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“The turtle wins the race”
http://www.flickr.com/photos/cygnus921
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…
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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
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2
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