kristen shue marketing
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The Leader in Endpoint Data Protection © 2008 GuardianEdge
Background, Experience
& Work Samples
Kristen ShueRegatta Marketing
The Leader in Endpoint Data Protection © 2008 GuardianEdge 2
Background & Experience
Defined messaging and positioning for multiple products at Adobe, WebTrends, GuardianEdge and other technology companies.
Led lead gen/marketing automation at multiple startups, including both outreach and content creation. Expert in Marketo, familiar with both Genius and Eloqua.
Led usability studies at Sun and HP across teams and agencies.
Managed website & corporate ID redesigns.
The Leader in Endpoint Data Protection © 2008 GuardianEdge 3
Types of Content
Website copy Email campaigns eBooks/white papers/case studies Videos Product demos Webinars Social media campaigns Surveys
The Leader in Endpoint Data Protection © 2008 GuardianEdge 4
Website: Before
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Website: After
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Quarterly Web Form Submissions
895
716
948
569
364 357
488
715
87
2
213
368
192
334
241
420
1538
1409
1890
2072
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
Q1 Q2 Q3
Q4 TD
Sales Contact Form Download Form Paid Search Form Demo Form Total
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Weekly Web Form Submissions
93
109
100
83
97
112
88
114
85
104
8477
9488
8289
92
83
98 96
81
124
115
159
135
169
139
214
181
136
184
144
130
170
141
55
66
52 50 53
64 62
74
56
73
49 49
6155 57
47
5551
69
5552
63 63
53 5357
4137
4144
87
34 31
40 39
26 2427
15
22 2216
3226 26 27 26
29 27
19
3328 28
24 2622
34 34
80
46
66
49
98
72
46
66
53
44
53
36
0 0 0 1 0 0 0 1 0 0 0 0 0 0 0 14
14
106
2116 15
2528
31
52
43
1813
38 37 35
43
1219 21
1722
26
107
3 58
2 4 6 6 85 3 1
51
62
11 1118 18
27 2528
18 19 18
42
23
0
50
100
150
200
250
4/14
4/21
4/28 5/
55/
125/
195/
26 6/2
6/9
6/16
6/23
6/30 7/
77/
147/
217/
28 8/4
8/11
8/18
8/25 9/
19/
89/
159/
229/
2910
/610
/1310
/2010
/27 11/3
11/10
11/17
11/24 12
/112
/8
0
50
100
150
200
250
Total Form Submissions Sales Contact Form Download Form Paid Search Form Demo Form
The Leader in Endpoint Data Protection © 2008 GuardianEdge 8
PPC Sample Landing Page: Before
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PPC Sample Landing Page: After
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Weekly Pay-Per-Click Campaign Performance
33
29
41
45
34
38
27 28
25
30
27
13
29
2624 23
20
23
26
32 33
51
44
35
41
52
60
77
69
43
64
58
55
66
63
$74
$83
$64
$52
$77 $75
$97$100
$119
$95 $95
$186
$98 $100
$109
$123
$154
$118
$99
$78
$67
$48
$58
$76
$62
$49 $49
$42 $43
$73
$53
$59$56 $56
$59
0
10
20
30
40
50
60
70
80
90
100
4/14
4/21
4/28 5/
55/
125/
195/
26 6/2
6/9
6/16
6/23
6/30 7/
77/
147/
217/
28 8/4
8/11
8/18
8/25 9/
19/
89/
159/
229/
2910
/610
/1310
/2010
/27 11/5
11/10
11/17
11/24 12
/112
/8
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
$200
Number of Leads Cost Per Lead
Nu
mb
er
of
Le
ad
s Co
st P
er L
ea
d
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Quarterly PPC Campaign Performance
420
366
648
$100
$93
$54
0
200
400
600
800
1,000
Q2 Q3
Q4 TD
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
$200
Number of Leads Cost Per Lead
Nu
mb
er
of
Le
ad
s Co
st P
er L
ea
d
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Marketing Nurtures All Leads. How?
Day 1: “I’m your rep” auto email and
invite to the Friday demo
Day 10: Hertz/Forrester Webinar
Recording
Day 24: White Paper
Day 18: Gartner MQ Report
Day 31: White Paper
12
Eloqua automates these emails according to preset schedules and programs.
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Sample Lead Nurture Program100 - Send product demo invite
150 - Send healthcarewhite paper
200 - Send white paper E
300 - Send Forrester/Hertz webinar recording
400 - Send Bloor white paper
500 - Send white paper: data loss prevention
If company nam
e contains “healthcare” or “hospital”
Wai
t 3
days
If company name does NOT contain “healthcare” or “hospital”
Wait a week
Wait a week
Wai
t a
wee
kW
ait
a w
eek
If did NOT respond to the product demo invite
If responded to theproduct dem
o invite
Wai
t 3
days
Remove
Remove
Wait a week
Wait a week
600 - Send product demo invite
Wait 3 days
If you're a tradeshow lead, then you get the "trade show follow up email" Everyone (online leads, tradeshow leads, or otherwise imported leads) gets these:100 – product demo invite - immediately If you're a healthcare lead (with the words "hospital" or "health" in company name), you get:150 – healthcare white paper Everyone continues to get these: 200 - white paper E - in a week300 - Hertz and Forrester - in another week400 – Bloor white paper – in another week500 - white paper: data losee prevention - in another week600 – product demo invite - if they didn't respond to the first one - in another week
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Scoring: Who’s Qualified? Who’s Interested?
Qualification Score: Who They Are
Interest Score: What They Do
Available for Both Leads & Contacts
14
The Leader in Endpoint Data Protection © 2008 GuardianEdge 15
How They Earn Points
15
The Leader in Endpoint Data Protection © 2008 GuardianEdge 16
Questions?
Kristen Shue
415.322.9595
Twitter: @KristenShue