Brisk's Tools of the trade: from lead to closed

Carmen Márquez Castro

From lead to closedA walkthrough of Brisk’s funnel metrics

1998

2010

2014

categorised

searched

floated

Top-down, outreach. Good conversion (>4%)

Slow product-feedback cycleLong, bespoke sales cycle

January - May

Bottom-up, inbound. More leads

Shorter feedback cycleLess-bespoke sales

June -

~ $10 000$20 / user*month

> 20 users> 2 year lifetime

Customer Value

Goal Q4Not make money, yet…

Increase inboundToday 20-30 companies per week

Goal: 50 per week

Increase retentionToday 10-20%Goal: +10%

Install free version

Discovery

“Please contact me”

Trial

Upgrade

Outreach

Drip

(started in September)

Traffic50% direct 15% organic30% referral

• 40% Quora• 20% listing sites• 40% other

5% other

Install free version

Discovery

Conversion to install10% on site20% on chrome store

Activation40% of installs login

working on tagging to get this down

QuoraLinkedInMediumown blog

MOOC/Education

TwitterLinkedIn*

email

listing siteschrome store

SEO

Outreach

Content Marketing

Organic

PaidFacebook

TwitterLinkedIn

remarketing“content

recommendation”

MixpanelMailChimpBuiltWith

LeadGenius ProspectAce ProspectEye

Adroll Twitter LinkedIn

Facebook Sprinkle TotangoZendeskDocuSign

Drip

Pros

pect

ing

Lead

gen

erat

ion

Cust

omer

Mixpanel

Salesforce

Google Analytics

Images Brisk

R, CSV, Spreadsheets

Gath

er &

Sto

reM

assa

geAc

t

Analytics pipeline

Dropbox style 2-sided sharing incentivesThey get 3 months premium, you get 3 months premium

OrganicChrome store

Search

Content MarketingBlog

Forums

Thanks!carmen@brisk.io