See the video replay here: http://www.marketingsherpa.com/video/webinar/marketing-automation-lead-volume Join Daniel Burstein as he speaks with Keith Lincoln, Vice President of Marketing, SmartBear, about how his organization, a software company, implemented automation for a 200% increase in lead volume without losing any unique messaging and answers your questions, live. Register before the live event on 9/18 and receive a free digital copy of our 30-Minute Marketer, How to Use Automated Emails for Increased Conversion Rates. This event is brought to you by our sponsor, Act-On.

1. See Daniel Burstein, Director of
Editorial Content, MECLABS, interview
Keith “KC” Lincoln, Vice President of
Marketing, SmartBear and answer
questions from the audience!
Watch it now! Access other webinars

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

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

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 brand-
side marketer

7. Results
Increase in Lead Volume
Marketing is processing 40,000 new leads each
quarter
200%
!
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
• 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
0
400,000
800,000
1,200,000
1,600,000
2,000,000
M
ar-09Jun-09Sep-09Dec-09M
ar-10Jun-10Sep-10Dec-10M
ar-11Jun-11Sep-11Dec-11M
ar-12Jun-12Sep-12Dec-12M
ar-13
Cumulative UsersTotal Downloads
0
40,000
80,000
120,000
160,000
200,000
M
ar-09
Jun-09
Sep-09Dec-09M
ar-10
Jun-10
Sep-10Dec-10M
ar-11
Jun-11
Sep-11Dec-11M
ar-12
Jun-12
Sep-12Dec-12M
ar-13
SmartBear has profitably monetized its >1 million member, free user community

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

10. Merging of Three Companies
CRM
CRM
Home-
grown

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

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

13. Research
Reach out
to contacts
Online
research
Books

14. Criteria for the Final Decision
CRM IntegrationScalabilityEase of Use

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

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

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

21. Trade-Offs
Reporting Processing

22. Trade-Offs
Reporting
Processing

23. List vs. Campaign Example

24. List vs. Campaign Example

25. Granularity
Tips and Reps
Controls
Email Opt-out

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

27. Sample Email
2.3% opt-out rate

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

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

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

31. Building Depth to Your Team

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

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”
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
“If you try to take on
too much, you’ll end up
confused and
frustrated…

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