LEADS VS. TRIALS: A CASE STUDY ON WHEN YOU NEED CONTENT MARKETING AND WHEN YOU DON'T [INBOUND 2014]
•
3 likes•2,401 views
This document discusses how join.me, a collaboration tool, expanded their marketing strategy from solely driving trials to also capturing leads. They developed content tailored to different stages of the buyer's journey, from top-of-funnel pieces promoting collaboration benefits to bottom-funnel case studies and ROI tools. This approach delivered over ten thousand non-trial leads, proved most effective using research-based content, and drove higher-level conversations and sales with larger companies. The tips provided are to not rely on trials alone, ensure content aligns with your message, target each funnel stage, and train sales on both trial and lead approaches.
Recommended
Recommended
More Related Content
Similar to LEADS VS. TRIALS: A CASE STUDY ON WHEN YOU NEED CONTENT MARKETING AND WHEN YOU DON'T [INBOUND 2014]
Similar to LEADS VS. TRIALS: A CASE STUDY ON WHEN YOU NEED CONTENT MARKETING AND WHEN YOU DON'T [INBOUND 2014] (20)
More from HubSpot
More from HubSpot (20)
Recently uploaded
Recently uploaded (20)
LEADS VS. TRIALS: A CASE STUDY ON WHEN YOU NEED CONTENT MARKETING AND WHEN YOU DON'T [INBOUND 2014]
- 1. #INBOUND14 Leads Vs. Trials: A Case Study on When You Need Content Marketing & When You Don’t Matt Duffy, @MattDuff VP/Product Marketing, join.meby LogMeIn (@join.me)
- 3. #INBOUND14 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
- 4. #INBOUND14 Our sweet roof deck
- 5. #INBOUND14 Case Study: join.me • Launched in 2010 • Quicker/easier way to collaborate • OriginalMarketing Plan: Drive Trials
- 6. #INBOUND14 1. Free Options • Basicis 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
- 7. #INBOUND14 2. Paid Search
- 8. #INBOUND14 3. Display ads
- 9. #INBOUND14 It worked incredibly well 0 5 10 15 20 25 30 2010 2011 2012 2013 Millions of Meetings 27 million Meetings in 2013 • 50,000 new users try join.meevery day • 100,000 presenters use join.meevery day • Over 90% of Fortune 500 co’suse join.me
- 10. #INBOUND14 Here’s the problem Target Customers Trialers Customers Wannatry it? Wannabuy it?
- 11. #INBOUND14 Here’s the problem Target Customers Trialers Customers Wannatry it? Wannabuy it? x x x x x x x x x x x x x x x
- 12. #INBOUND14 Capturing leads in addition to trials Target Customers Trialers Customers Wannatry it? Wannabuy it? Interested in collaboration? Leads Wanna try it? Nurtured Trials Buy?
- 13. #INBOUND14 Adding a B2B Lead Funnel: Trial Funnel TRIAL $ TRIAL PROMOTIONS + $$$ ENTERPRISE PILOT CONTENT PROMOTIONS TOP OF FUNNEL CONTENT MID FUNNEL CONTENT BOTTOM FUNNEL CONTENT B2B Lead Funnel
- 14. #INBOUND14 Will you go out with me?
- 15. #INBOUND14 So where do we start? “I’ll have 2 of these, 3 of these…” WEBINAR INFOGRAPHIC
- 17. #INBOUND14 First step is messaging: How has the industry transformed? Increased meetings, mobile/global workforce, ad hoc meetings How has this changed what your customers want? Customers want user-friendly collabtools that are quick and intuitive What unique value do you deliver to these customers? Instant, Intuitive, Accelerated business value
- 18. #INBOUND14 Develop Content Strategy for Each Stage in the Funnel Every piece should tell stories around: 1. Instant 2. Intuitive 3. Accelerated Business Value $$$ ENTERPRISE PILOT CONTENT PROMOTIONS TOP OF FUNNEL CONTENT MID FUNNEL CONTENT BOTTOM FUNNEL CONTENT
- 19. #INBOUND14 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
- 20. #INBOUND14 Leveraging Research Across EVERYTHING SOCIAL STORY: “Instant” HEADLINE: “You waste 5 days/year waiting for meetings to start” DISPLAY EVENTS VIDEO/ RADIO CONTENT EMAIL TENTPOLE RESEARCH Global study, 3,926 respondents
- 21. #INBOUND14 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 • 3rdParty participation drives credibility Custom Analyst Report Custom Content
- 22. #INBOUND14 Bottom funnel content Best Practices: • Case studies showing customer success • Direct comparisons with competitors • ROI Calculators Weather Channel Case Study ROI Calculator
- 23. #INBOUND14 Results: 1. Delivered over tens of thousands of non-trial leads for join.me 2. OVUM Collaboration Research proved to be most effective content 3. More touch points and higher level conversations for sales 4. Drove conversations with bigger co’sincreasing AOS 5. Social growth (see chart) Social Posts and Engagement
- 24. #INBOUND14 5 Tips 1. Don’t rely on trials only 2. Make sure your content is core to your message 3. Have content for every stage in the funnel 4. Make sure your sales team knows how to sell to both trials and leads 5. Brand if you can
- 25. #INBOUND14 Visit the join.mebooth to enter our contest