A webinar discusses SmartBear's implementation of marketing automation which led to a 200% increase in lead volume. Keith Lincoln of SmartBear and Daniel Burstein of MECLABS discuss SmartBear's experience, including choosing an automation platform, building nurture campaigns, and optimizing performance. SmartBear saw success through trial downloads, engagement campaigns, and an inside sales team that engaged leads throughout the process.

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Today’s webinar is brought to you by:

2. Marketing Automation
A look at one company’s path to a 200% increase in lead volume

3. Speakers
Black & White
Headshot
Keith “KC” Lincoln
Daniel Burstein
Vice President of Marketing
SmartBear
@KCLincoln
Director of Editorial Content
MECLABS
@DanielBurstein

4. 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

5. Ask questions and share
advice on Twitter!
#SherpaWebinar

6. 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 brandside marketer

7. Results
200% Increase in Lead Volume
Marketing is processing 40,000 new leads each
quarter
!
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.

8. About SmartBear
SmartBear has profitably monetized its >1 million member, free user community
200,000
Total Downloads
2,000,000
120,000
1,200,000
80,000
800,000
40,000
400,000
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160,000
Cumulative Users
• 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

9. Go-to-Market Strategy
Product Downloads
•
•
•
•
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
Fully Functional Trial
• 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
✘ No RFPs
✘ No on-site, competitive bake-offs
✘ No custom coding
✘ No implementations services
Customer Win
• On average, almost 82% of new
deal transactions and 57% of
new deal revenue close within
30 days of trial download

10. Merging of Three Companies
CRM
CRM
Homegrown

11. Choosing the Right Automation Software
Automation Vendor
CRM Package
Objectives

12. Choosing the Right Automation Software
Automation Vendor
CRM Package
Objectives
Online research
Personal contacts
Automation software vendors

13. Research
Reach out
to contacts
Books
Online
research

14. Criteria for the Final Decision
Ease of Use
Scalability
CRM Integration

15. The Selection Process
MARKETING AUTOMATION
REQUIREMENTS:
Relevance
Comments
COMPANY 2
COMPANY 3
Click this link to view
Overview Video
COMPANY 1
Click this link to view
Click on this link
y
y
y
y
E-mail set-up and personalization
Simple Email Authoring
Must have
Complex html e-mail authoring
Must have
y
y
Desired
y
y
y
Must have
y
?
?
?
y
?
?
?
y
?
?
?
?
?
?
Target Segmentation
Simple segmentation of e-mail blasts by
contact/account attributes
Landing page management
Landing page creation
Personalized landing pages (per contact)
Desired
Support of pURLs
Desired
Custom URL creation for LP
Dynamic landing pages by URL parameters
(content and images as well as database fields)
Good question to ask…
Must have
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….

16. 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

18. 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
www.act-on.com | @ActOnSoftware | #ActOnSW

19. “It also came down to people
and company fit.”
– Keith Lincoln

20. Implementing MA: Hiring a consultant
Get up and
implemented
Get trained
Test that
everything is
working correctly

21. Trade-Offs
Reporting
Processing

22. Trade-Offs
Reporting
Processing

23. List vs. Campaign Example

24. List vs. Campaign Example

25. Granularity
Email Opt-out
Tips and Reps
Controls

26. Creating Nurture Paths
Free trials
Webinars
Email Automation Software (6-25 Emails)

27. Sample Email
2.3% opt-out rate

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

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

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

31. Building Depth to Your Team

32. Equip Your Team
Product Group A
Product Group B
Product Group C
INBOUND
INBOUND
INBOUND
PROGRAMS
CONTENT
PROGRAMS
CONTENT
Operations
Production
PROGRAMS
CONTENT

33. Allocating Team Talents

34. 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

35. “The turtle wins the race”
“If you try to take on
too much, you’ll end up
confused and
frustrated…
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

36. Cheat Sheet
1.
1
2.
2
3.
3
Don’t go it alone, get help getting started.
Think like a Founding Father. It has to last and fit your
organization and business needs.
Start with a small victory.
You’ll be off and running