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SugarCon

April 2010

john.robb@zimbra.com - VP of Global Sales and Products

The Inbound Marketing Funnel

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Zimbra in 30 seconds…

Open Source Leader in Messaging and Collaboration Email, address book, calendar and file sharing 150,000 organizations. 55+ million mailboxes, 90+ countries Customers include Bechtel, Comcast, Vodafone, Digg,

Mozilla, NTT Private and public cloud server product Desktop email client that works with Gmail and Yahoo! Division of VMware

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Agenda

Generate traffic• Partners• Community• PR

Engage the user (registration is not engagement)

Convert Metrics! Test and test again! Other great ideas

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Generate Traffic - Partner

• Find big partners (two start ups do not make a partnership)

• Keep the partnership simple

• Focus on awareness and not lead tracking

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Generate Traffic - Community

• Community builds awareness, loyalty and indexable content!

• Find areas to highlight important keywords

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Generate Traffic – Sharing and SEO

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Generate Traffic - PR

• Jump on the bandwagon with an opinion (Flash, HTML5, browser versions

• Provide industry and company statistics

• Leverage big brands

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Engage

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Engage – Simple Call to Action

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Engage – Simple Call to Action

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Convert

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CONVERT!

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Drip Campaigns

• Eloqua, Marketo, Loopfuse

• Automate email campaigns based on events (webinars, download)

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Metrics

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Metrics - Leverage 3rd Party Metrics

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Metrics - What is a New Lead?

0

200

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CRM Leads

Total Leads

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Test Again!

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Metrics – Measure What Matters New form launched with ZCS 6 (9/30)

• Improved top line lead numbers; quality level of additional leads still inconclusive

• 2 A/B tests performed in Oct1. Old vs New form

with fewestpossible fields

2. New form with and without Phone field

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Metrics - Improved Conversion Rate

Significant overall top line improvement:• Conversion rate increase from 5.9% to 10.4%• Based on previous averages this will net about 500

more trial leads per month

A/B test: Old vs New trial form

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Impact of Adding More Fields

Adding “phone” drops conversion 1 – 1.5%• ~110 leads per month drop from top line potential

A/B test: New form with and without phone field

Note: 4 fields, 2 checkboxes were dropped from old form. 4.5% conversion lift between old / new form roughly maps to 1% per field.

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Does Phone Increase Lead Quality?

Inconclusive thus far• Presence of phone does not appear to over-index in

conversions and opportunitiesQualified Leads % with Phone Opportunities

Group A 125 23 (18%) 88

Group B 125 122 (98%) 66

Table- Sales uses quality of name, email, company to qualify more opportunities

Anecdotal insight: many phone numbers provided (pre 9/30) are garbage; phone is helpful less often though in some cases a high quality phone number (eg well formed (650) 453-3400 x34) clearly helps gauge interest.

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Next Steps

Phone field is left in the form as optional field• Take the middle road

Address new issues associated with higher lead volume• Monitor sales open / unread counts• Lead alerts

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Other Great Ideas!

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Great Ideas…

Dave McClure – Founders Fund• Kill a feature rather than add a feature• Focus on one metric• Acquire, Active, Retain, Refer, Revenue

Eric Ries – Lean Start Up• Drop shadow beliefs• Continuously develop your website not

waterfall