What is Captora?

Real-time Content Marketing

Copyright © 2014. Captora Inc. All rights reserved. /2

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.


70% of Marketing &

Sales Execs Rank “Inability to

Differentiate” as the Primary Growth

Inhibitor


Real-time Content Marketing

SeeReal-Time Competitive

Intelligence

DoClosed-loop

Campaign Execution

WinPredict & Report

Successes

POTENTIAL BUYERS

OPPORTUNITIES

BOOKINGS

CUSTOMERS

LEADS


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)?”


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


Captora’s Secret Sauce

Your Original

Site

Content Crawlers + Language EngineSTATIC CONTENT



Your Original

Site

Always-On Competitive IntelligenceActive COMPETITORS

Content Crawlers + Language EngineSTATIC CONTENT



THE DISCONNECT

Real-Time Buyer FeedsDYNAMIC Buyers

Your Original

Site

Active COMPETITORSSTATIC CONTENT



DYNAMIC Buyers Active COMPETITORSSTATIC CONTENT

Your Original

Site


Product Demo


Real-Time Feeds of Critical Information


Beat Your Competition to New Buyers


See and Use Your Content Assets…Finally!


Work on the Right Stuff – No More Guessing


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%


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


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


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


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%


Go-Live Plan


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


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


Contact Us

www.captora.com

[email protected]

Twitter: @captora

Facebook: www.facebook.com/Captora

http://www.captora.com/

mailto:[email protected]

https://www.facebook.com/Captora

https://www.facebook.com/Captora

Thank you!

What is Captora?

Technology

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