Sugarcon 2010 - Building a Marketing Funnel

1 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.

SugarCon

April 2010

[email protected] - VP of Global Sales and Products

The Inbound Marketing Funnel

mailto:[email protected]


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


Agenda

Generate traffic• Partners• Community• PR

Engage the user (registration is not engagement)

Convert Metrics! Test and test again! Other great ideas


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


Generate Traffic - Community

• Community builds awareness, loyalty and indexable content!

• Find areas to highlight important keywords


Generate Traffic – Sharing and SEO


Generate Traffic - PR

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

• Provide industry and company statistics

• Leverage big brands


Engage


Engage – Simple Call to Action


Convert


CONVERT!


Drip Campaigns

• Eloqua, Marketo, Loopfuse

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


Metrics


Metrics - Leverage 3rd Party Metrics


Metrics - What is a New Lead?

0

200

400

600

800

1000

1200

1400

1600

CRM Leads

Total Leads


Test Again!


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


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


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.


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.


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


Other Great Ideas!


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

Sugarcon 2010 - Building a Marketing Funnel

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