LEADS VS. TRIALS: A CASE STUDY ON WHEN YOU NEED CONTENT MARKETING AND WHEN YOU DON'T [INBOUND 2014]
Post on 15-Jun-2015
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DESCRIPTIONThe join.me marketing team at LogMeIn was driving tens of thousands of trials for its instant online meeting product every day, with minimal investment in content. Attend this session to learn why they recently decided to use content marketing to shift some of the focus and funds away from "trials" and toward "leads."
- 1. #INBOUND14Leads Vs. Trials: A Case Study on When You Need Content Marketing & When You DontMatt Duffy, @MattDuffVP/Product Marketing, join.meby LogMeIn (@join.me)
2. #INBOUND14Our origin 3. #INBOUND14Our originBoston(Headquarters)MumbaiSydneyDublinBudapestLondonTodayConnect over 300 million people, devices and things around the worldGlobal public company -revenue estimates of $200M+675 employees worldwide50+ million active users and more than 500,000 customers 4. #INBOUND14Our sweet roof deck 5. #INBOUND14Case Study: join.meLaunched in 2010Quicker/easier way to collaborateOriginalMarketing Plan: Drive Trials 6. #INBOUND141. Free OptionsBasicis completely free indefinitelyOr you can take a 14 day free trial of the ProThings you cant get in Free:Personal URLOver 10 participantsAudio 7. #INBOUND142. Paid Search 8. #INBOUND143. Display ads 9. #INBOUND14It worked incredibly well0510152025302010201120122013Millions of Meetings27 millionMeetingsin 201350,000 new users try join.meevery day100,000 presenters use join.meevery dayOver 90% of Fortune 500 cosuse join.me 10. #INBOUND14Heres the problemTarget CustomersTrialersCustomersWannatry it?Wannabuy it? 11. #INBOUND14Heres the problemTarget CustomersTrialersCustomersWannatry it?Wannabuy it?xxxxxxxxxxxxxxx 12. #INBOUND14Capturing leads in addition to trialsTarget CustomersTrialersCustomersWannatry it?Wannabuy it?Interested in collaboration?LeadsWannatry it?Nurtured TrialsBuy? 13. #INBOUND14Adding a B2B Lead Funnel:Trial FunnelTRIAL$TRIALPROMOTIONS+$$$ENTERPRISEPILOTCONTENTPROMOTIONSTOP OF FUNNELCONTENTMID FUNNELCONTENTBOTTOM FUNNELCONTENTB2B Lead Funnel 14. #INBOUND14Will you go out with me? 15. #INBOUND14So where do we start?Ill have 2 of these, 3 of theseWEBINARINFOGRAPHIC 16. #INBOUND14The CaddyshackApproach 17. #INBOUND14First step is messaging:How has the industry transformed?Increased meetings, mobile/global workforce, ad hoc meetingsHow has this changed what your customers want?Customers want user-friendly collabtools that are quick and intuitiveWhat unique value do you deliver to these customers?Instant, Intuitive, Accelerated business value 18. #INBOUND14Develop Content Strategy for Each Stage in the FunnelEvery piece should tell stories around:1.Instant2.Intuitive3.Accelerated Business Value$$$ENTERPRISEPILOTCONTENTPROMOTIONSTOP OF FUNNELCONTENTMID FUNNELCONTENTBOTTOM FUNNELCONTENT 19. #INBOUND14Top of funnel contentBest Practices:Pre-created pieces relevant to one of your core pillarsResearch studies you conduct/sponsorPieces should not mention product except as a sponsorCast the net wideSponsored ArticleResearch Study 20. #INBOUND14Leveraging Research Across EVERYTHINGSOCIALSTORY: InstantHEADLINE: You waste 5 days/year waiting for meetings to startDISPLAYEVENTSVIDEO/RADIOCONTENTEMAILTENTPOLERESEARCHGlobal study, 3,926 respondents 21. #INBOUND14Mid funnel contentBest Practices:Product name begins to be introduced more directlyContent geared to people that may now be thinking about the need for a solution3rdParty participation drives credibilityCustom Analyst ReportCustom Content 22. #INBOUND14Bottom funnel contentBest Practices:Case studies showing customer successDirect comparisons with competitorsROI CalculatorsWeather Channel Case StudyROI Calculator 23. #INBOUND14Results: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 cosincreasing AOS5.Social growth (see chart)Social Posts and Engagement 24. #INBOUND145 Tips1.Dont 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 25. #INBOUND14Visit the join.mebooth to enter our contest 26. #INBOUND14QUESTIONS ?