B2B Marketing: Using email for Lead Generation

1. Using Email to drive High
Volume Lead Generation
Andreas Schneble
Senior Group Manager, EMEA
Global Demand Marketing Services
Sun Microsystems
March 9, 2010

2. Online since 1995
15 Years Global Marketing Experience
San Francisco, Silicon Valley & Munich
Senior Group Mgr. EMEA
Sun Microsystems
Ski, Surf, Hike, Bike
twitter.com/andischneble
http://de.linkedin.com/in/andreasschneble

3. Oracle + Sun: An Industry Changing event
• Jan 26, 2010: Sun became a wholly
owned subsidiary of Oracle
• Sun: Leading provider of standards-based
computing infrastructure, including
enterprise computing systems, software
and storage

4. Title
• Copy

5. Death of Email?

6. Death of Email?
Visiting Social Sites is now the 4th most
popular online activity – ahead of
personal email
Nielsen, Global Faces & Networked Places 2009

7. Proliferation of Tools and Platforms to
Connect, Communicte, Collaborate
• Copy

8. Proliferation of Tools and Platforms to
Connect, Communicte, Collaborate

10. Email Marketing @Sun
• Email remains our most important online
vehicle for lead generation
• Global Program that generated 100x
number of Leads in one year
• Promote offers, enhance profiles and
qualify leads

11. Where did we Start
• Goal: 10x increase in run rate of leads by
end of Quarter
• Systematic review of offers (whitepapers...)
• Engaged marketing across all functions
(Product, Business Unit, Country)
• Analysis of software downloads
(registration, follow-up, conversion)

12. Challenges
• Many “offers” with no registration
• Multiple offer registrations systems > bad user
experience
• Landing pages optimized for content not
conversion
• Global vs. country Email broadcasts
• Measurement through to leads pipeline
• Complex tele-follow up across the globe

13. • Setting up the Program
• Tracking & Analysis
• Results

14. Simple View of Operations
Fuel their
Download Multi-touch
passion by Hand off
Registration
offers /
relevant and to Sales or $
Trial compelling Partners
Lead Scoring
offers

15. Simple View of Operations
Reach Registration Qualification Sales
Structured Fuel their Provide
Zero plan to passion with
passion by them what
barrier drive opt-in relevant and they will
to try and product compelling want
registration offers to pay for

16. Offer Detail Pages: Whitepapers
16

17. Offer Registration System
Access to Content & Offers
Is user
logged
in? User
creates
PDF download
new Sun
begins Account
automatically

18. Email Automation:
Multi-Touch Offer Delivery
DB
Email #1 Email #2
Install/Product Registration
Email #1 Email #2 Email #3
Lead
Teleweb:
Nurture leads,
move them
toward revenue
Email #1 and other added value
18

19. • Setting up the Program
• Tracking & Analysis
• Results

20. Weekly Offer Tracking
February 8th – February 14th
TACO
TACO Content Name TACOs Obtained TACOs Requested Conversion
Sun xVM VirtualBox SDK 556 4014 13,90%
Sun SPARC Enterprise M-Series Servers Configuration Concepts Blueprint 265 276 96,00%
Build a High-Performance, Open Web Platform for Your Enterprise With Sun
GlassFish Portfolio 193 308 62,70%
Learning GlassFish for Tomcat Users 188 271 69,40%
Optimizing the Desktop Using Sun xVM VirtualBox BluePrint 180 212 84,90%
Interactive Demo for Sun Storage 7000 Management Software 173 342 50,60%
Understanding the Security Capabilities of Solaris Zones Software Blueprint 152 200 76,00%
Download the Architectural Whitepaper: SUN STORAGE 7110, 7210, AND 7410
UNIFIED STORAGE SYSTEMS Architected for Open, Simple, and Scalable
Enterprise Storage 151 209 72,20%
Using Sun Systems to Build a Virtual and Dynamic Infrastructure Blueprint 133 143 93,00%
Optimizing MySQL Database Application Performance with Solaris Dynamic Tracing
Blueprint 130 145 89,70%
Best Practices for Running Oracle Databases in Solaris Containers - blueprint 125 165 75,80%
Performance Considerations For Developers Utilizing Sun SPARC Enterprise M-
Series Servers - blueprint 116 136 85,30%
Leveraging Identity with GlassFish and MySQL 114 136 83,80%
Security Advantages of the Solaris Zones Software - blueprint 110 144 76,40%
Sun GlassFish Enterprise Server High Availability Reference Configurations for a
Virtualized Environment 106 167 63,50%
Deploying Hybrid Storage Pools With Flash Techology and the Solaris ZFS File
System - blueprint 100 122 82,00%
MySQL Database Scale-out and Replication for High Growth Businesses - blueprint 95 286 33,20%
Beginners Guide To Sun Grid Engine 6.2 93 120 77,50%
OpenSPARC Internals free book offer 88 102 86,30%
Deploying MySQL Database in Solaris Cluster Environments for Increased High
Availability - blueprint 86 141 61,00%
Using Solaris Cluster and Sun Cluster Geographic Edition with Virtualization
Technologies - blueprint 86 121 71,10%
StarOffice 9, Microsoft Office 2007, Cost of Ownership White Paper 84 232 36,20%
Rethink Storage with Sun Storage 7000 Systems 79 103 76,70%
Configuring Sun Storage 7000 Systems for Oracle Databases Blueprint 71 103 68,90%
20
Optimize GlassFish Performance in a Production Environment 63 87 72,40%

21. Analysis of the Conversion Funnel

22. Copy Testing to Optimize Results

23. Ongoing Profiling Campaigns

24. Same Product but Unique Offers
for each Audience

25. Email Landing Pages
• 30 competing links
• Redundant text
• No clear call to action
• 55% bounce rate
• Zero leads generated

26. Email Landing Pages

27. • Setting up the Program
• Tracking & Analysis
• Results

28. 100x Growth in Raw Leads
http://www.theopenforce.com/2010/01/100x-growth.html

29. Key Learnings
• Alignment across marketing functions is key
• Back to basics: subject line & message testing
• Product workshops, offer development, registration
incentives, profiling campaigns
• Multi-touch, complex trigger vs. single offer email
>> simple one shot email can work as well
• Systematic global program drives huge efficiencies

30. Credits/Thank You
Big Thanks to:
• Sun Global Online Marketing Team
• Zack Urlocker
• John Malatesta
Andreas Schneble, Senior Group Manager EMEA, Sun Microsystems
andreas.schneble@sun.com