Ruud Leijten| [email protected]
Marketing Operations Manager EMEA | Dropbox
Marketing operations @ Dropbox
2010 2012 2013 2014
1. The Dropbox Journey
2. Dropbox & Marketo
3. How to set yourself up for success
4. Q&A
Table of Contents
Dropbox Journey
The Dropbox journey Products
Dropbox founded 2007
Dropbox – The story Dropbox has gone through tremendous growth to become
the leading collaboration network C
on
nec
tio
ns
Devices Dropbox launched 2008
People Dropbox API
2009
Apps
Dropbox for Teams 2011
Teams
Dropbox for Bus inesses
2013
Businesses
today
2.1B connections
2.2B EMEA
population
72+ Countries we
are selling into
106 Sales reps
15+ Languages
spoken by sales
40% Global sign-
ups
43% Global HVA’s
28% Global DfB
ACV
The Dropbox journey EMEA holds huge untapped potential
300M
450M
users
60K
120k+ Paying businesses
300K apps
2.1B connection (shared folders & links)
1.2B fi les uploaded daily
37B MS Office Files
The Dropbox journey Explosive growth on all fronts since I joined
( L a s t y e a r s g r o w t h )
750
1500
Employees
3
12 Offices
10
88 Marketing team
2014 2015
The Dropbox journey Deeply rooted within our customers – Adoption is our key to ROI
2014
(9 FTE) 2015
(88 FTE)
The Dropbox journey The Marketing Organization has grown at remarkable rate
Dropbox & Marketo
Dropbox & Marketo Why did we need Marketo?
Our situation Need
High number of contacts Robust data management system
Hyper growth company
Scalable User management Folder structure Workspaces & partitions
Salesforce.com user Seamless integration with SFDC
Varied marketing team Easy to use Yet flexible Clone / copy feature
- Lead capture (gated content)
- Lead & customer nurturing - Sales automation
- Sales ammunition
- Data maintenance
- Lead scoring
- Reporting & analytics
Dropbox & Marketo What we use it for
Dropbox & Marketo Lead nurture example
Example: Project Qualify
Challenge Solution
IP Traffic (Consumer)
- Can’t justify spending expensive sales time on small deals
- Don’t know who’s the decision maker
- Manual multi-touch email correspondence is cumbersome / impossible
- Identify user groups with high propensity to buy
- Automate sales email drip tracks
- Gain intel on user database to personalize emails
- Automate getting DM’s / referrals
- Nurture DM’s to MQL’s
Example: Project Qualify In a nutshell
Example: Project Qualify A three-step approach to qualifying leads
Example: Project Qualify Step 1 – Getting to know our users
Example: Project Qualify Step 2 – Getting the referral and uti l izing information gathered
Example: Project Qualify Processing referrals
The Catflap!
Example: Project Qualify Step 3 – Nurturing the DM
Example: Project Qualify What it looks l ike in Marketo
Example: Project Qualify Results
Sales conversion rates: - From 4% to 12%
Sales cycle length:
- f rom 18 days to 11 days
- From 14 to 7 touches
How to set yourself up for Success
- Commitment - Time investment - Budget (software & external help) - Content
- Accept that it’s not an overnight success - Accept the fact that things will go wrong
How to set up for success Prerequisites
- Get sales & management buy-in
- Involve sales in the process
- Build a sales development team
- Create joined KPI’s / targets with sales team
How to set up for success Marketing and sales al ignment
How to set up for success Build a simple plan & communicate internally
How to set up for success Perform a content audit
How to set up for success Invest in top-of-funnel content
- Make the right decision the first time
- Get help
- Define “nice have’s” vs. “must have’s”
- Don’t think you need enterprise software
- Don’t ever think about building internally
How to set up for success Find the right marketing automation platform
- Seamless integration with CRM (bi-directional and fast)
- Marketing database manipulation features
- Ability to copy programs and campaigns
- Engagement engine
- Comprehensive list of triggers, filters and actions
How to set up for success Must have’s
How to set up for success Stick with best practices
- Prevent at the gate - Implement standardization mechanisms
- Use segmentation
How to set up for success Fix your marketing database challenges immediately
“ What can we do now to turn around this quarter? ”
How to set up for success Never ask the question
Ruud Leijten| [email protected]
Marketing Operations Manager EMEA | Dropbox
Marketing operations @ Dropbox
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