The Marketing Automation and Autonomy Paradox

Keith Lincoln

Vice President of Marketing

SmartBear

Session Speaker

2

Keith Lincoln

Vice President of Marketing

SmartBear

Keith has over 15 years of experience driving superior results through the development of innovative marketing strategy and robust marketing infrastructure. He leads SmartBear's high volume lead generation using inbound marketing, including search engine optimization, blogging, multimedia marketing and social media. He built the company’s marketing operations engine, supporting five product groups and tens of thousands of leads monthly. He held previous positions at Bottomline Technologies, RADVISION, First Virtual Corporation and CUseeMe Networks.

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@KCLincoln

Audience Poll

www.meridianteam.com

Who has a marketing automation platform?

Audience Poll

www.meridianteam.com

Who’s shopping for a MA platform?

The Challenge

How do you combine five companies, three CRMs, and two home-grown CRM solutions into one workflow?

http://www.flickr.com/photos/36821100@N04

About SmartBear

SmartBear is a provider of software quality tools used by more than one million developers and testers worldwide

• Select the right tools

• Create nurture paths

• Select the right tools

• Create nurture paths

Platform

Scalable

9

Set Clear Objectives

Market to different groups

Fast- Growing Company

Platform

Choosing the right tools…

Platform Criteria for the final decision

CRM Integration Scalability Ease of Use

Platform

MARKETING AUTOMATION REQUIREMENTS:

Relevance Comments COMPANY 1 COMPANY 2 COMPANY 3

Overview Video 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….

? ? ?

Comparison Spreadsheet

Platform 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

Platform 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

“It also came down to people and company fit.”

– Keith Lincoln

Platform Trade Offs

Reporting Processing

Platform Trade Offs

Reporting

Processing

• Select the right tools

• Create nurture paths

Nurture It starts with pre-lead nurturing

Nurture It starts with pre-lead nurturing

“Be the help department, not the marketing department”

Nurture

Creating Nurture Paths

http://www.flickr.com/photos/hockadilly

Nurture

Content like Potato Chips…

http://www.flickr.com/photos/thisisbossi

Nurture Behavior-Based Triggers

Who: Free Trial User

What: First Use of Product

Product Usage – First Use

Product Usage – Initial Activation

Product Usage – Second Use

Product Usage – Third Use

Nurture Sample Email

2.3% opt-out rate

“If you ever get sick of hearing from us, you can opt out.”

Product Usage – First Use

Product Usage – Initial Activation

Product Usage – Second Use

Product Usage – Third Use

Nurture Campaign-Based Trigger

Who: Subscriber

What: Responded to Email

Nurture A/B Testing: Example “Marketing” v. “Rep” Emails

Marketing Email

Nurture

Nurture

“Below is an email our marketing department sent out about the promotion (we asked if they could tone down

the “marketing fluff” for this one… it seems they took it to heart :) ) ”

Nurture A/B Testing: Example “Marketing” v. “Rep” Emails

Here is the link for more info: http://www2.smartbear.com/2013Q1-Promo-Testing.html

Rep Email

Nurture Marketing vs. Reps %Click

0.9% 1.0%

2.4% 2.1%

0.8% 0.5%

1.1% 1.2% 1.3% 1.3%

2.0%

3.8%

4.9%

1.7%

1.2% 1.2%

2.5% 2.6% 3.0%

3.6%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

Email A MKTG

Email B REPS

Nurture Aggregate Behavior Paths (Based on Behavior and Data)

Awareness Disqualified

Adoption

Education

Purchase

Selection

Nurture 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

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

0.20%

0.28%

0.29%

0.33%

0.00% 0.10% 0.20% 0.30% 0.40%

API TEST

TEST

DEV

WEB

% Unsubscribed

Nurture

http://cinemaedebate.files.wordpress.com/2013/03/corretor-lou-mannheim.jpg

"Man looks in the abyss, there's nothing staring back at him. At that moment, man finds his character. And that is what keeps him out of the abyss."

Wall Street (1989)

Nurture List vs. Campaign Example

Nurture List vs. Campaign Example

Nurture Granularity

Tips and Reps

Controls

Email Opt-out

Before:

All-or nothing

After:

Opt-in and out of specific

products

Nurture 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)

Nurture

Organic Trails

Opportunity Cost vs. Other Content or Programs

PPC Ads Sales

Promo

Positive ROI

Nurture Equip Your Team

Product Group A Product Group B Product Group C

Operations

Production

INBOUND

PROGRAMS CONTENT

INBOUND

PROGRAMS CONTENT

INBOUND

PROGRAMS CONTENT

Nurture Allocating Team Talents

Nurture Building Depth to Your Team

Nurture Results

Marketing generates more than 80% of leads globally through

automated trial downloads with 85% of SmartBear’s revenue

generated by these leads

!

Increase in Lead Volume

Marketing is processing 40,000 new leads each quarter

200%

Top Takeaways

1. Don’t go it alone

2. Think like a founding father

3. Start with a small victory

4. You’ll be off and running

1

2

3

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Keith Lincoln

Vice President of Marketing

SmartBear

@kclincoln

Daniel Burstein

Director of Editorial Content

MECLABS

@DanielBurstein

Thank You

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