Date post: | 21-Oct-2014 |
Category: |
Technology |
View: | 632 times |
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CULTIVATING A CULTURE OF DATA
Prashant Kaw, SmartBear Software
LEAD GE’NINJA TEAM
KendalBen
Rick
Gary
Ryan
Adam
Prashant
Feed the Bear
About SmartBear
3 Continents 5 Business Units 7 Locations 30+ reps 225 Employees 150K Pro Trials 200K Customers 1MM Users 5 Million Downloads $50MM in 2013
Software Company Founded: 10+ Years Ago Tools for Developers,
Testers & Operations Try Before You Buy Growing at >25%
Generate Volume
I Have a Number on My Head
Move Fast
Velocity: Lead Conversion Speed
Maintain Quality
% of Good and Bad Leads
Reject Rate: Lead Quality Metric
Trials vs. Revenue
Trials Revenue
Answer to Many
Marketing Technology Stack
HubSpot
Marketo
Salesforce.com
InSight Squared
Excel
Why Culture?
Moving Your Organization
What Can You Do?
Monitoring
1. Gaze into the Matrix
YouTube Subscriber Growth
Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-130
100
200
300
400
500
600
YouTube Subscribers
Content Publishing
Content Pipeline
All Organic Traffic
Jan-
11
Feb-1
1
Mar
-11
Apr-1
1
May
-11
Jun-
11
Jul-1
1
Aug-1
1
Sep-1
1
Oct-1
1
Nov-1
1
Dec-1
1
Jan-
12
Feb-1
2
Mar
-12
Apr-1
2
May
-12
Jun-
12
Jul-1
2
Aug-1
2
Sep-1
2
Oct-1
2
Nov-1
2
Dec-1
2
Jan-
13
Feb-1
3
Mar
-13
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
SB.com Blog Community SupportM/M: +3.17%
Non Branded Breakdown KPI
Jan-
11
Feb-1
1
Mar
-11
Apr-1
1
May
-11
Jun-
11
Jul-1
1
Aug-1
1
Sep-1
1
Oct-1
1
Nov-1
1
Dec-1
1
Jan-
12
Feb-1
2
Mar
-12
Apr-1
2
May
-12
Jun-
12
Jul-1
2
Aug-1
2
Sep-1
2
Oct-1
2
Nov-1
2
Dec-1
2
Jan-
13
Feb-1
3
Mar
-13
0
20000
40000
60000
80000
100000
120000
140000
160000
SB.com Blog Community Support
M/M: +6.23%
Goals by Sales Team
Granular MQL Tracking by Source
Best Leads Definition?
MQL Definition by Product Group
Trials
Net New to Sales Team
Organic
PG 1North America
PG 2
PG 3
Key Country
North America
PG 4
PG 5PPC
Re-Opens (Sent to Sales)
Takeaways
Develop a culture of monitoring Define top metrics but measure pieces Don’t be afraid to go granular
2. Share Your Data
Database Growth
1,947,361
696,759
Dec ‘121,807,026
713,851Anonymous Known
Jan ‘13
Campaign & Content Performance
Traffic vs. Trial Conversions
What’s the Activity of Reps?
Daily Summary Dashboard
Sharing at SmartBear
Daily MQL Update Daily Dashboards Weekly Scrum Updates by Function Weekly SMarketing Meetings Weekly Team Meetings Monthly Board Meeting Special Project Updates
Takeaways
Create Sharing Opportunities Foster Ownership Encourage Dialogue Operationalize (avoid reporting hell)
3. Shine a Spotlight on Issues
What’s Not Working?
What is Under Performing?
What’s the Achilles Heel?
Less Emphasis on New New
Takeaways
Highlight chip away at issues Foster a culture of transparency Do what moves business to “up and right”
4. Think Like an Investor
Funnel Metrics
Visits
Trials
Orders
Opps
Are Campaigns Yielding?
Conversion Rates Optimization
Source: eConsultancy.com - http://econsultancy.com/uk/blog/62621-most-companies-spend-less-than-5-of-marketing-budgets-on-conversion-optimization
Are Reps Working All Leads?
MQL Performance by Product Group
Yield
Takeaways
Focus on Yield Don’t invest in revenue loss Reward best behaviors
5. Be More Agile
Sprint 2 – November 2012
Sprint 2 – November 2012
Blog
Campaign
Content
Graphics / Layout
Meetings / Reporting / Analytics
Nurture
Operations
Other
Paid Media
PPC
Social Media
Video
0 5 10 15 20 25
3
23
3
14
5
4
11
8
2
1
7
9
90 Stories in Sprint 2
Grand Total
Sprint 2 – November 2012
Content Type by (CTR)
19
2
3
1
eBooks
Webinar/Video
Survey
Case Study
6
6
5
3
1
4
eBook
Webinar/Video
Survey
Blog/Article
Infographic
Product Re-lease/Update
Best 25 Emails (CTR) Average CTR: 1.8%
Worst 25 Emails (CTR)Average CTR: 0.4%
Top 10 Q1 Assets by Trials
Punsky Video
Document Rev Positioning eBook
Karl Wiegers eBook
Apache Flex Testing eBook
Agile Load Testing eBook
Keyword-Driven Testing eBook
Data-Driven Testing eBook
Virtual Labs Testing eBook
Functional Testing eBook
Cross-Browser Testing eBook
0 200 400 600 800 1000 1200 1400
34
34
58
110
124
179
193
275
429
1164
Q1 Content Trials
New Drip Launch
% Opened %Clicked0.0%
5.0%
10.0%
15.0%
20.0%
25.0%22.4%
4.6%
7.8%
1.8%
New Tips (March)
Old Tips (Feb)
% Opened %Clicked0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0% 18.8%
0.9%
7.5%
0.6%
New Reps (March)
Old Reps (Feb)
Drip Month Emails Sent
New Tips March 3,166
Old Tips February 9,956
Drip Month Emails Sent
New Reps March 695
Old Reps February 2,815
Workflow by Product Group
Takeaways
Create a culture iteration (bite size) Focus on continuous improvement Experiment
Why Culture?
Tools & Processes Are Weapons
Culture is a Super Weapon
Thank You