Post on 13-May-2015
transcript
© 2014 RingCentral, Inc. All rights reserved. 1
Moving from eCommerce to Lead Gen Presented by Erich Ziegler – VP of Marketing, RingCentral
© 2014 RingCentral, Inc. All rights reserved. 2
Steps as we moved to Lead Gen ▶ Maintain Metric Driven Culture: channels measured on Leads and Opps
▶ Sirius Funnel Implementation: Both top and bottom of funnel
▶ Infrastructure and Content Development to support funnel
▶ Open the door to New Lead Channels
▶ Lead Math moved to Segmentation
▶ Nurture
2
© 2014 RingCentral, Inc. All rights reserved. 3
Maintain Metric Driven Culture
▶ Backbone of Marketing was based on Channel Ratio Analysis • Each channel measured on fCPA/LTV ratio
- fCPA: All S&M costs associated with channel’s acquisition - LTV: ARPU, retention, upsell, Margin, discount rate, 10 years
• Landed the plane on Street accepted CAC / Magic Number - CAC: (Change in GM *4) / First Q S&M, .3 to 1 acceptable level - Magic Number: (Change in Rev*4) / First Q S&M, .5 to 1 acceptable level
▶ Transitioned from in Quarter Analysis to Lead/Opp Cohort Analysis • Used same metrics above, but relied on Cohort Analysis • Changed CPA on fCPL and fCPO • Changed LTV to LTVL and LTVO
3
© 2014 RingCentral, Inc. All rights reserved. 4
Sirius Funnel Implementation Affiliates Referral Email SEM Brand SEO CPL
Demand Gen PR
© 2014 RingCentral, Inc. All rights reserved. 5 Customer Expansion
Customer Acquisition
Customer
Content and Infrastructure supporting the funnel
Inquiry
Marketing Qualified Lead
Sales Accepted
Sales Qualified
Customer
Lead Management
Inquiry
Marketing Qualified Lead
Sales Accepted
Sales Qualified
Customer
Client
Adopter
Upsell
Loyalist
Customer Engagement
INFRASTRUCTURE
CONTENT
© 2014 RingCentral, Inc. All rights reserved. 6
CPL Lead buying programs
Email Marketing driven outbound
Events In person & online
Content 3rd party content
syndication (exclusive)
Shared 3rd party qualified
leads (shared with 3-5
competitors)
Prospecting List buys
Nurture In & out of funnel
Live Events
Conferences Networking Roadshows
Meeting Makers
3rd party scheduled
appointments
Virtual Events
Product demos eSeminars
Thought leadership
Lead Generation Channel
© 2014 RingCentral, Inc. All rights reserved. 7
Nurture strategy aligned to buyer’s journey
Cloud QoS & Reliability
Transition Risk
© 2014 RingCentral, Inc. All rights reserved. 8
Segmentation
► Segmentation by Business Size
► Align Cross:Functional Teams by Segments
► Focus on First 90 days & NPS
► Leads and Opps targeted by Segments
Office
Pro FAX
Enterprise
SOHO
Just Me
Majors
Mid:Market
Small Business