what is captora?
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What is Captora and what do we do? Check out our slide deck to find out more.TRANSCRIPT
Real-time Content Marketing
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Captora @ A Glance
• Founded in 2012, 1st release live Q1 2013
• 40+ customers: Salesforce, Marketo, AppDynamics and many more
• HQ in Mountain View, CA
• Backed by Bain Capital Ventures & NEA (Series B in March – $22M)
Our solution combines real-time data, content, and campaigns to automatically scale marketing campaigns.
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70% of Marketing &
Sales Execs Rank “Inability to
Differentiate” as the Primary Growth
Inhibitor
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Real-time Content Marketing
SeeReal-Time Competitive
Intelligence
DoClosed-loop
Campaign Execution
WinPredict & Report
Successes
POTENTIAL BUYERS
OPPORTUNITIES
BOOKINGS
CUSTOMERS
LEADS
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Content Marketing Is Ineffective
1. What content assets do I have?
2. How are my assets performing?
3. How do I always get the right content in front of the right buyer, at scale?
?
Multiple PrioritiesLack of Visibility AND
“I have great content, but I’m flying blind”
“I have a team of writers, but what should they write?”
“We want to produce and promote the best content (versus our competition)?”
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Marketing Is Under Pressure: Grow Faster, Improve Productivity
Marketers face this daily reality
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4
Climbing Growth Targets Rising Cost Per Buyer
Goal
Reality
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Captora’s Secret Sauce
Your Original
Site
Content Crawlers + Language EngineSTATIC CONTENT
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Captora’s Secret Sauce
Your Original
Site
Always-On Competitive IntelligenceActive COMPETITORS
Content Crawlers + Language EngineSTATIC CONTENT
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Captora’s Secret Sauce
THE DISCONNECT
Real-Time Buyer FeedsDYNAMIC Buyers
Your Original
Site
Active COMPETITORSSTATIC CONTENT
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Captora’s Secret Sauce
DYNAMIC Buyers Active COMPETITORSSTATIC CONTENT
Your Original
Site
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Product Demo
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Real-Time Feeds of Critical Information
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Beat Your Competition to New Buyers
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See and Use Your Content Assets…Finally!
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Work on the Right Stuff – No More Guessing
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Captora Performance
Highlights• Marketo has launched 150+ Captora
campaigns, with plans to get to 300+
• Captora’s cost-per-lead is 50-60% better than other demand generation approaches used by Marketo
• Over 90% of Captora leads are non-branded, meaning they are net new prospects for Marketo
“Captora is ensuring we connect with new, high- quality prospects at the point when they start looking for our products. We are scaling new lead volume while beating our Cost Per Lead goals.”
David CainMarketo, VP of Marketing
Campaign Metrics Q4 2013 Q1
2014Quarterly Growth
Visitors 16,701 22,740 36%
Leads 392 611 45%
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Captora Performance
Highlights• ServiceMax is powering and optimizing over 600
organic search campaigns and 60% of paid search visits through Captora
• Captora organic campaigns represent 65% of monthly organic search traffic, with overall non-branded traffic up 109% since launch
• Both paid and organic campaigns are showing 2-3X lift in conversion rates, resulting in substantially lower cost-per-MQL (Marketing Qualified Lead)
Campaign Metrics Q4 2013 Q1
2014Quarterly Growth
New Visitors 4,887 6,657 36.2%
MQLs(form fill conversions)
666 722 8.4%
Conversion Lift
Vs. Non-Captora Pages
3.3X 3.4X 4.1%
“Captora is delivering 26% of our inbound leads and millions of dollars in pipeline contribution. No other solution gives us the Captora combination of deep marketing insights and scalable campaign creation.”
Janelle DonovanServiceMax,Director of Marketing
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Captora Innovative Products
Application Modules
Organic CampaignManager
Paid CampaignOptimizer
Marketing Dashboard& Analyzer
Captora Marketing Platform
Marketing Execution
Engine
Demand Signal
Aggregator
Content Indexing &
Gap Manager
Dynamic Capture Manager
Real-time A/B Testing
Monitoring & Alerting
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Customer Partnerships Aligned on Success
Create a 12-month Success Plan• Give you competitive and priority information
immediately
• 12 month business plan based on your goals
• Value across Brand, Demand Generation, and Content Marketing
- Competitive intelligence in real-time—no more guessing or surprises
- Buyer & market intelligence in real-time—no more guessing or surprises
- Increase marketing productivity (typically by 10X)
- Automate reporting making marketing data-driven
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Setting Success Goals
• Real-time Business Intelligence
- Demand signals, Competitors, Content
• Marketing Productivity (e.g., Campaigns)
- Thought Leadership, Competitive Attack, New Product, New Geo, Pipeline
• Reporting
Day 1 Day 15 Day 30 Day 60+
Metrics
# of actionable feeds# of actions taken
Increase use of assets# shares, tweets,
downloads
% Productivity increase
% Reach coverage
% Campaigns % New Visitors
% Engagement Rate
% Subscriber Growth% Pipeline by Stage
% Lead Quality
Baseline+ Intel: 100% Reach: 1.5xProductivity: 1.5x
Reach: 2xProductivity: 2x
Engagement: +30%
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Go-Live Plan
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Go-Live Plan
Pre-Sales Time
Gather Data: Pixel Live on Your Website 15 mins
Set-up, integration, and approvals are completed 2-3 hours
Server-side integration (proxy & MA form) 30 mins
Template integration 30 mins
Competitor & content indexing 30 mins
Prioritized work and draft campaigns/promotions 30 mins
Go-Live Fast
Competitive and buyer intelligence and alerts
Prioritize marketing actions based on your goals and opportunities
Launch initial campaigns and promotions
Dashboard reports your successes
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Be A Leader—Have More Fun!
“Buyers complete 80% of the buying cycle before interacting with sales people.”— Barb Giamanco @barbaragiamanco Sales 2.0 Conference, San Francisco May 2014
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Contact Us
www.captora.com
Twitter: @captora
Facebook: www.facebook.com/Captora
Thank you!