The Marketing Automation and Autonomy Paradox. Keith Lincoln Vice President of Marketing SmartBear

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Piers Emery Montgomery
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1 The Marketing Automation and Autonomy Paradox Keith Lincoln Vice President of Marketing SmartBear

2 Session Speaker Black & White 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. 2

3 Audience Poll Who has a marketing automation platform?

4 Audience Poll Who s shopping for a MA platform?

5 The Challenge How do you combine five companies, three CRMs, and two home-grown CRM solutions into one workflow?

6 About SmartBear SmartBear is a provider of software quality tools used by more than one million developers and testers worldwide

7 Select the right tools Create nurture paths

8 Select the right tools Create nurture paths

9 Set Clear Objectives Platform Market to different groups Fast- Growing Company Scalable 9

10 Choosing the right tools Platform

11 Criteria for the final decision Platform Ease of Use Scalability CRM Integration

12 Comparison Spreadsheet Platform MARKETING AUTOMATION REQUIREMENTS: Relevance Comments COMPANY 1 COMPANY 2 COMPANY 3 Overview Video set-up and personalization Simple Authoring Must have y y y Complex html authoring Must have y y y Target Segmentation Simple segmentation of 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.???

13 The Selection Process Platform Overview set-up and personalization Target segmentation Landing page management Resource download management Responses tracking Contact management Lead scoring Lead routing Database flexibility high volume capabilities SPAM issues CRM integration Reporting Internationalization Implementation Ease of use Community Sales usage References Other integration Training Vendor/Cost Cost

14 The Selection Process Platform Overview set-up and personalization Target segmentation Landing page management Resource download management Responses tracking Contact management Lead scoring Lead routing Database flexibility high volume 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

15 Trade Offs Platform Reporting Processing

16 Trade Offs Platform Reporting Processing

17 Select the right tools Create nurture paths

18 It starts with pre-lead nurturing Nurture

19 It starts with pre-lead nurturing Nurture Be the help department, not the marketing department

20 Creating Nurture Paths Nurture

21 Content like Potato Chips Nurture

22 Behavior-Based Triggers Nurture Product Usage First Use Product Usage Initial Activation Product Usage Second Use Product Usage Third Use What: First Use of Product Who: Free Trial User

Sample Email Product Usage First Use Product Usage Initial Activation Product Usage Second Use

23 Sample Product Usage First Use Product Usage Initial Activation Product Usage Second Use Product Usage Third Use Nurture If you ever get sick of hearing from us, you can opt out. 2.3% opt-out rate

24 Campaign-Based Trigger Who: Subscriber What: Responded to Nurture

25 A/B Testing: Example Marketing v. Rep s Nurture Marketing

26 Nurture

27 Nurture Below is an 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 :) )

28 A/B Testing: Example Marketing v. Rep s Nurture Here is the link for more info: Rep

29 Marketing vs. Reps %Click Nurture 6.0% 5.0% 4.9% A MKTG B REPS 4.0% 3.8% 3.6% 3.0% 2.0% 1.0% 2.0% 0.9% 1.0% 2.4% 2.1% 2.5% 2.6% 1.7% 1.2% 1.2% 1.1% 1.2% 0.8% 0.5% 3.0% 1.3% 1.3% 0.0%

30 Aggregate Behavior Paths (Based on Behavior and Data) Nurture Adoption Disqualified Awareness Education Purchase Selection

31 Drip Stats by Business Unit Nurture % Opened WEB 19.60% DEV 13.21% TEST 12.38% API TEST 11.46% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% WEB % Unsubscribed % Clicked TEST 2.80% DEV 2.38% WEB 2.35% API TEST 1.08% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 0.33% DEV 0.29% TEST 0.28% API TEST 0.20% 0.00% 0.10% 0.20% 0.30% 0.40%

32 Nurture "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)

33 List vs. Campaign Example Nurture

34 List vs. Campaign Example Nurture

35 Granularity Nurture Opt-out Tips and Reps Controls Before: All-or nothing After: Opt-in and out of specific products

36 Content ROI Sensitivity Summary Nurture Worst Case (Ops Created, Primary Campaign) Already Closed (Ops Influenced) Projected to Close (Ops Influenced, AVG Conv %) Best Case (Ops Influenced, Q2 Promo Conv %) $6.30 $9.30 $1.20 $7.50 Yield Range ($ Cost/ $ ROI)

37 Opportunity Cost vs. Other Content or Programs Nurture Positive ROI PPC Ads Sales Promo Organic Trails

38 Equip Your Team Nurture Product Group A Product Group B Product Group C INBOUND INBOUND INBOUND CONTENT PROGRAMS CONTENT PROGRAMS CONTENT PROGRAMS Operations Production

39 Allocating Team Talents Nurture

40 Building Depth to Your Team Nurture

41 Results Nurture 200% Increase in Lead Volume Marketing is processing 40,000 new leads each quarter! Marketing generates more than 80% of leads globally through automated trial downloads with 85% of SmartBear s revenue generated by these leads

42 Top Takeaways 1 1. Don t go it alone 2 2. Think like a founding father 3 3. Start with a small victory 4 4. You ll be off and running

43 Thank You Keith Lincoln Vice President of Marketing Black & White Headshot Daniel Burstein Director of Editorial Content Black & White Headshot

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