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Tip and tricks for building a marketing funnel for a software business.
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1 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
SugarCon
April 2010
john.robb@zimbra.com - VP of Global Sales and Products
The Inbound Marketing Funnel
2 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
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
3 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Agenda
Generate traffic• Partners• Community• PR
Engage the user (registration is not engagement)
Convert Metrics! Test and test again! Other great ideas
4 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
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
5 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Generate Traffic - Community
• Community builds awareness, loyalty and indexable content!
• Find areas to highlight important keywords
6 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Generate Traffic – Sharing and SEO
7 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Generate Traffic - PR
• Jump on the bandwagon with an opinion (Flash, HTML5, browser versions
• Provide industry and company statistics
• Leverage big brands
8 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Engage
9 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Engage – Simple Call to Action
10 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Engage – Simple Call to Action
11 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Convert
12 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
CONVERT!
13 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Drip Campaigns
• Eloqua, Marketo, Loopfuse
• Automate email campaigns based on events (webinars, download)
14 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Metrics
15 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Metrics - Leverage 3rd Party Metrics
16 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Metrics - What is a New Lead?
0
200
400
600
800
1000
1200
1400
1600
CRM Leads
Total Leads
17 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Test Again!
18 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
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
19 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
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
20 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
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.
21 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
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.
22 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
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
23 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
Other Great Ideas!
24 Confidential Information. Copyright © 2010 Zimbra and VMware, Inc.
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
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