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From good to great With a little help from a talking vegetable
Laila LotfiHead of Product [email protected]
Product and market
ANTS Memory Profiler(memory optimisation software)
.NET Software Developers(B2B. Highly technical.)
Marketing problem
misconceptions
Developers don’t understand .NET memory management
Developers think they don’t need tooling
Marketing problem
Unaware of the problem/opportunity
Aware of the problem/opportunity
Discovery of product
Validation
Retention
Solution
Educate the market Content marketing
But…
.NET memory management is boring… Hi, I’m Ricky Leeks!
Marketing objectives: how will success be measured?
5,000 unique visitors per month
2,000 trials of product per month(baseline = 1350)
$15,000/month budget constraint (prepared to pay $3 per visit)
Campaign preparation
• Create GENUINELY valuable content:wall-charts, video guide, webinar, eBook, articles
• Online ads • Twitter account• Landing pages• Schedule
Campaign launch
phase 1
phase 2
How is the campaign performing so far?
• Number of unique visitors• Trials of product• Absolute number of clicks on hyperlinks and
calls-to-actions• Click-through rate (CTR) on the landing pages• Visitors flow
Oops! Instrumentation fail
• We had forgotten to instrument some of the calls to action and hyperlinks on the landing pages to see how visitors were behaving on the site
• We didn’t have all the data we needed to
see how the landing page were performing
Something was wrong
2 months & 3 weeks in: Performance Check 2
• Results showed that visitors were not going down the path we expected them to take
• Only 1.5% CTR on calls to action related to the product
It’s never too early to measure campaign performance.
Lesson:
Now what?
We’re almost 3 months in and the results are not good
There are 3 choices
• Kill the campaign• Carry on and hope for the best• Optimise
Optimisation
Optimizeusing data
• Remove unused content• Remove distracting links• Rebalance content/product focus
Then measure again
3 weeks later – 2.5% CTR
Then optimise and measure again
5% CTR
http://goo.gl/u004QW
http://goo.gl/t3Z26M
After you measure, OPTIMISE because you won’t get
it right first time round
Lesson:
Oops #2! Head in the sand syndrome
We were so engrossed in optimising the content on the landing pages that we didn’t properly measure and optimise the rest of the campaign!
End of the campaign…or not
Results by Nov 11: • 4,000 unique visitors per month• 1,600 trials of AMP per month
Based on our experience from the past few months, I knew that we still had room for improvement to turn a reasonably OK campaign into an exceptional one
Pivot
Launched phase 5 & 6
Re-set objectives:• 10,000 unique visitors per month• 1,800 trials of AMP per month
Decided to extend the campaign
The new strategy
1. Monthly media performance check + optimise (cut down on media that is not delivering, geo-targeting, etc)
2. Better use of social media and partner channels
3. Exploit the Ricky Leeks character to the full (podcast interview)
Oops #3! Lead nurturing fail
We got thousands of developers to download the eBooks, and sign up to receive more information on .NET memory management…
…but we didn’t think the lead nurturing through properly.
Results in May 12
Reached close to 90,000 developersin 11 months
Results in May 12
Trial of the software went up by 25% (from 1,350 to 1,800/month)
Jan-11
Feb-11
Mar-1
1
Apr-11
May-1
1Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11Jan-12
Feb-12
Mar-1
2
Apr-12
May-1
20
200
400
600
800
1000
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AMP downloads
My 3 TOP TIPS for your next campaign
1. Data-driven marketing(creativity alone is not enough)
• No campaign performs optimally at the first round• Design campaigns with regular (and early!) checkpoints• Think about what metrics & behaviours you can influence to drive KPIs
2. Try agile marketing • Learn from incoming data: measure…then optimise
• Use feedback to trigger rapid iterations to improve on what you’ve got• Design campaigns that last – it gives you a chance to optimise
3. Set up a proper lead nurturing program• Move your leads progressively down the funnel• You will NOT get it right first time
