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The 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."
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Leads Vs. Trials:A Case Study on When You Need Content Marketing & When You Don’t
Matt Duffy, @MattDuff
VP/Product Marketing, join.me by LogMeIn (@join.me)
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Our origin
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Our origin
Boston(Headquarters)
Mumbai
Sydney
Dublin
Budapest London
Today• Connect over 300 million people, devices and things around the world• Global public company - revenue estimates of $200M+• 675 employees worldwide• 50+ million active users and more than 500,000 customers
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Our sweet roof deck
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Case Study: join.me
• Launched in 2010
• Quicker/easier way to collaborate
• Original Marketing Plan: Drive Trials
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1. Free Options
• Basic is completely free
indefinitely
• Or you can take a 14 day
free trial of the Pro
• Things you can’t get in Free:
Personal URL
Over 10 participants
Audio
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2. Paid Search
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3. Display ads
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It worked incredibly well
0
5
10
15
20
25
30
2010 2011 2012 2013
Mill
ions
of M
eetin
gs
27 millionMeetingsin 2013
• 50,000 new users try join.me every day
• 100,000 presenters use join.me every day
• Over 90% of Fortune 500 co’s use join.me
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Here’s the problemTarget Customers Trialers Customers
Wanna try it? Wanna buy it?
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Here’s the problemTarget Customers Trialers Customers
Wanna try it? Wanna buy it?x xx xx x
x xx x
x xx x
x
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Capturing leads in addition to trialsTarget Customers Trialers Customers
Wanna try it? Wanna buy it?
Interested in collaboration?
Leads
Wannatry it?
Nurtured Trials
Buy?
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Adding a B2B Lead Funnel:
Trial Funnel
TRIAL
$
TRIAL PROMOTIONS +
$$$
ENTERPRISE PILOT
CONTENTPROMOTIONS
TOP OF FUNNELCONTENT
MID FUNNELCONTENT
BOTTOM FUNNELCONTENT
B2B Lead Funnel
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Will you go out with me?
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So where do we start?“I’ll have 2 of these, 3 of these…”
WEBINAR
INFOGRAPHIC
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The CaddyshackApproach
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First step is messaging:
How has the industry transformed?Increased meetings, mobile/global workforce, ad hoc meetings
How has this changed what your customers want?Customers want user-friendly collab tools that are quick and intuitive
What unique value do you deliver to these customers?Instant, Intuitive, Accelerated business value
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Develop Content Strategy for Each Stage in the Funnel
Every piece should tell stories around:1. Instant2. Intuitive3. Accelerated Business Value
$$$
ENTERPRISE PILOT
CONTENTPROMOTIONS
TOP OF FUNNELCONTENT
MID FUNNELCONTENT
BOTTOM FUNNELCONTENT
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Top of funnel content
Best Practices:• Pre-created pieces relevant
to one of your core pillars• Research studies you
conduct/sponsor• Pieces should not mention
product except as a sponsor• Cast the net wide
Sponsored Article Research Study
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Leveraging Research Across EVERYTHING
SOCIAL
STORY:“Instant”
HEADLINE:“You waste 5 days/year waiting for meetings to start”
DISPLAY
EVENTS VIDEO/RADIO
CONTENT
TENTPOLERESEARCH
Global study, 3,926 respondents
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Mid funnel content
Best Practices:• Product name begins to be
introduced more directly• Content geared to people that
may now be thinking about the need for a solution
• 3rd Party participation drives credibility
Custom Analyst Report Custom Content
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Bottom funnel content
Best Practices:• Case studies showing
customer success• Direct comparisons with
competitors• ROI Calculators
Weather Channel Case Study
ROI Calculator
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Results:
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 co’s increasing AOS 5. Social growth (see chart)
Social Posts and Engagement
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5 Tips
1. Don’t 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
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Visit the join.me booth to enter our contest
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QUESTIONS ?