The Marketing Automation and Autonomy Paradoxlead generation using inbound marketing, including...
Transcript of The Marketing Automation and Autonomy Paradoxlead generation using inbound marketing, including...
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
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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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