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Leads Vs. Trials:A Case Study on When You Need Content Marketing & When You Don’t

Matt Duffy, @MattDuff

VP/Product Marketing, join.me by LogMeIn (@join.me)

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Our origin

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Our origin

Boston(Headquarters)

Mumbai

Sydney

Dublin

Budapest London

Today• Connect over 300 million people, devices and things around the world• Global public company - revenue estimates of $200M+• 675 employees worldwide• 50+ million active users and more than 500,000 customers

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Our sweet roof deck

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Case Study: join.me

• Launched in 2010

• Quicker/easier way to collaborate

• Original Marketing Plan: Drive Trials

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1. Free Options

• Basic is completely free

indefinitely

• Or you can take a 14 day

free trial of the Pro

• Things you can’t get in Free:

Personal URL

Over 10 participants

Audio

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2. Paid Search

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3. Display ads

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It worked incredibly well

0

5

10

15

20

25

30

2010 2011 2012 2013

Mill

ions

of M

eetin

gs

27 millionMeetingsin 2013

• 50,000 new users try join.me every day

• 100,000 presenters use join.me every day

• Over 90% of Fortune 500 co’s use join.me

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Here’s the problemTarget Customers Trialers Customers

Wanna try it? Wanna buy it?

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Here’s the problemTarget Customers Trialers Customers

Wanna try it? Wanna buy it?x xx xx x

x xx x

x xx x

x

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Capturing leads in addition to trialsTarget Customers Trialers Customers

Wanna try it? Wanna buy it?

Interested in collaboration?

Leads

Wannatry it?

Nurtured Trials

Buy?

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Adding a B2B Lead Funnel:

Trial Funnel

TRIAL

$

TRIAL PROMOTIONS +

$$$

ENTERPRISE PILOT

CONTENTPROMOTIONS

TOP OF FUNNELCONTENT

MID FUNNELCONTENT

BOTTOM FUNNELCONTENT

B2B Lead Funnel

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Will you go out with me?

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So where do we start?“I’ll have 2 of these, 3 of these…”

WEBINAR

INFOGRAPHIC

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The CaddyshackApproach

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First step is messaging:

How has the industry transformed?Increased meetings, mobile/global workforce, ad hoc meetings

How has this changed what your customers want?Customers want user-friendly collab tools that are quick and intuitive

What unique value do you deliver to these customers?Instant, Intuitive, Accelerated business value

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Develop Content Strategy for Each Stage in the Funnel

Every piece should tell stories around:1. Instant2. Intuitive3. Accelerated Business Value

$$$

ENTERPRISE PILOT

CONTENTPROMOTIONS

TOP OF FUNNELCONTENT

MID FUNNELCONTENT

BOTTOM FUNNELCONTENT

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Top of funnel content

Best Practices:• Pre-created pieces relevant

to one of your core pillars• Research studies you

conduct/sponsor• Pieces should not mention

product except as a sponsor• Cast the net wide

Sponsored Article Research Study

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Leveraging Research Across EVERYTHING

SOCIAL

STORY:“Instant”

HEADLINE:“You waste 5 days/year waiting for meetings to start”

DISPLAY

EVENTS VIDEO/RADIO

CONTENT

EMAIL

TENTPOLERESEARCH

Global study, 3,926 respondents

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Mid funnel content

Best Practices:• Product name begins to be

introduced more directly• Content geared to people that

may now be thinking about the need for a solution

• 3rd Party participation drives credibility

Custom Analyst Report Custom Content

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Bottom funnel content

Best Practices:• Case studies showing

customer success• Direct comparisons with

competitors• ROI Calculators

Weather Channel Case Study

ROI Calculator

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Results:

1. Delivered over tens of thousands of non-trial leads for join.me2. OVUM Collaboration Research proved to be most effective content3. More touch points and higher level conversations for sales4. Drove conversations with bigger co’s increasing AOS 5. Social growth (see chart)

Social Posts and Engagement

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5 Tips

1. Don’t rely on trials only2. Make sure your content is core to your message3. Have content for every stage in the funnel4. Make sure your sales team knows how to sell to both trials and leads5. Brand if you can

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Visit the join.me booth to enter our contest

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QUESTIONS ?