See Daniel Burstein, Director of Editorial Content, MECLABS, interview Keith “KC” Lincoln, Vice President of Marketing, SmartBear and answer questions from the audience!

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Marketing AutomationA look at one company’s path to a 200% increase in lead volume

Black & White Headshot

Speakers

Daniel BursteinDirector of Editorial Content

MECLABS

@DanielBurstein

Keith “KC” Lincoln Vice President of Marketing

SmartBear

@KCLincoln

A special thanks to Keith Lincoln

Keith is not a marketing vendor or professional speaker, but a busy marketer just like you. Special thanks to Keith for investing significant time to prepare for this webinar and answer your questions:

• A written case study with a MarketingSherpa reporter

• 3 prep conference calls

• 15 emails with data and information

• Answering your questions from #SherpaWebinar on today’s webinar

Ask questions and share advice on Twitter!

#SherpaWebinar

Further Resources

Marketing Automation: 200% increase in lead volume for software company after implementation

Marketing Research Chart: Automated emails sent by organizations

Email Marketing: 3 overlooked aspects of automated messages

B2B Marketing: 7 tactics for implementing marketing automation from a fellow brand-side marketer

Results

Increase in Lead Volume Marketing is processing 40,000 new leads each quarter

200%

!What You Need to Understand: Marketing generates more than 80% of leads globally through automated trial downloads with 85% of SmartBear’s revenue generated by those leads.

About SmartBear

• Every 20 seconds, there is a download for a SmartBear product

• Every 55 seconds, SmartBear gains a new user

• Every 10 minutes, SmartBear adds a new paid user

0

400,000

800,000

1,200,000

1,600,000

2,000,000

Mar-09

Jun-09

Sep-09

Dec-09

Mar-10

Jun-10

Sep-10

Dec-10

Mar-11

Jun-11

Sep-11

Dec-11

Mar-12

Jun-12

Sep-12

Dec-12

Mar-13

Cumulative UsersTotal Downloads

0

40,000

80,000

120,000

160,000

200,000Mar-09

Jun-09

Sep-09

Dec-09

Mar-10

Jun-10

Sep-10

Dec-10

Mar-11

Jun-11

Sep-11

Dec-11

Mar-12

Jun-12

Sep-12

Dec-12

Mar-13

SmartBear has profitably monetized its >1 million member, free user community

Go-to-Market Strategy

Product Downloads Customer Win

• Users have need or looking to

solve pain point

• Viral online marketing and

community engagement

introduces users to SmartBear

• User finds SmartBear on the

Web or goes directly to website

• Inside sales team captures lead

to build profile

• Full-featured, free trial

• Easy to deploy, users up and

running in the same day

• Inside sales engages

immediately to offer support

and assess opportunity

• Regular sales check-ins

throughout trial

• On average, almost 82% of new

deal transactions and 57% of

new deal revenue close within

30 days of trial download

✘ No RFPs

✘ No on-site, competitive bake-offs

✘ No custom coding

✘ No implementations services

Fully Functional Trial

Merging of Three Companies

CRM

CRM

Home-grown

Choosing the Right Automation Software

Objectives

CRM Package

Automation Vendor

Choosing the Right Automation Software

Objectives

CRM Package

Automation Vendor

Personal contacts

Automation software vendors

Online research

Research

Reach out to contacts

Online research

Books

Criteria for the Final Decision

CRM IntegrationScalabilityEase of Use

The Selection ProcessMARKETING AUTOMATION

REQUIREMENTS:Relevance Comments COMPANY 1 COMPANY 2 COMPANY 3

Overview Video Click this link to view Click this link to view Click on this link

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….

? ? ?

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

www.act-on.com | @ActOnSoftware | #ActOnSW

Act-On Marketing Automation

Interested in a demo?

Call +1 (877) 530-1555

Email sales@act-on.com

Web www.act-on.com

http://bit.ly/ActOnchecklist

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

– Keith Lincoln

Implementing MA: Hiring a consultant

Get up and implemented

Test that everything is

working correctly

Get trained

Trade-Offs

Reporting Processing

Trade-Offs

Reporting

Processing

List vs. Campaign Example

List vs. Campaign Example

Granularity

Tips and Reps Controls

Email Opt-out

Creating Nurture Paths

Webinars

Free trials Email Automation Software (6-25 Emails)

Sample Email

2.3% opt-out rate

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

% 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

% 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

% Unsubscribed

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)

Organic Trails

Opportunity Cost vs. Other Content or Programs

PPC AdsSales

Promo

Positive ROI

Building Depth to Your Team

Equip Your Team

INBOUND PROGRAMS

CONTENT

INBOUND PROGRAMS

CONTENT

INBOUND PROGRAMS

CONTENT

Product Group A Product Group B Product Group C

Operations

Production

Allocating Team Talents

Maintenance: Training

“Not just the people who report directly to me, but the people who report two layers and three layers down – they’re able to get exposure, learn and be crossed-trained enough that we have bench strength.”

– Keith Lincoln

“The turtle wins the race”

http://www.flickr.com/photos/cygnus921

Just break it down into manageable bits, and manage those bits, and then move onto the next” – Keith Lincoln

“If you try to take on too much, you’ll end up confused and frustrated…

Cheat Sheet

1. Don’t go it alone, get help getting started.

2. Think like a Founding Father. It has to last and fit your organization and business needs.

3. Start with a small victory.

You’ll be off and running

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