0 to Acquired in 6 Steps An AlchemyAPI Case Study Sonya Hansen Program Director, WW Demand Gen
0 to Acquired in 6 StepsAn AlchemyAPI Case Study
Sonya HansenProgram Director, WW Demand Gen
SONYA HANSEN@sonya_hansen
Past lives include: • VP of Marketing, AlchemyAPI (now IBM)• Customer Marketing, inContact (NASDAQ:
SAAS)• Sr. Manager, Field Marketing, Rally
Software (now CA Technologies)
Long Story Short…Goals• Trial Users• Generate Revenue• Attract a Buyer
Challenges• Accelerate lead gen & funnel flow• Improve lead-to-sales process• Better segmentation• Reduce time-to-market• Improve visibility• Demonstrate market leadership
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How we went from 0 to acquired in 6 stepswith inbound
S l o w down to speed up
Aligntocompanygoals
Performamarketingaudit
Knowyourbuyer
Start!
Testyourjourney
Reviewandoptimize
1
2
3
4
6
5
6 Steps
Step 1: Align to company goalsWhy do you exist?What is the end goal?What value do you provide? Who are your customers? What do they want?
Get Started with a Focus Canvas
• Timeframe• Our Meaning Beyond Money• Why We’re Different• The Value We Provide• What We’re Trying to Accomplish• Who Our Customers Are• How We’re Helping Them• What’s Important Now
Step 2: Perform a marketing auditWhat drives people to your company now? Which tactics are performing best? Worst? What’s missing completely?
credit:marekuliasz/Shutterstock
Step 3: Know your buyerLeverage your current customer listUse social mediaDon’t spend too much time on this!
becomes
Research from:• Current customers• Analyst reports• Linkedin profiles• Customer interviews• Trial user
demographics• And more…
Step 4: Start!Pick something. Content, nurtures, anythingGet your marketing automation on point. Don’t do it all yourself. You don’t scale.
Build Thought Leadership to Generate Leads
Use Marketing Automation to Your Advantage
Tips & Tricks• Have a plan• Include your whole company• Take the time to do training• Pick one campaign to start• Learn by doing
Step 5: Test your journeyConnect the dots. Think like your customer.Test, test, test.
How Inbound Works
Sentiment analysis api
Developer Brandon wants to understand how consumers feel about his company. He Googles it.
Search Online
Brandon tries the demo and gets a free trial.
Grab that Lead
Leadwithcontentthatteaches.Nurture to MQL
DeveloperBrandon
NoFluff!Practical,howtocontent.
Pass to sales
Step 6: Review and optimizeIf it can’t be measured, it didn’t happen.
Inspect and Adapt
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Results• 90% faster go-to-market• 20% increase organic traffic• 1 week HubSpot ROI• 2 week blog migration• 64 new workflows in 6 months• 90,000 trial users• Acquired by IBM in Mar 2015
Aligntocompanygoals
Performamarketingaudit
Knowyourbuyer
Start!
Testyourjourney
Reviewandoptimize
1
2
3
4
6
5
6 Steps
SONYA HANSENFollow me on Twitter:@sonya_hansen
Connect on Linkedin: https://www.linkedin.com/in/sonyahansen56
Email me:[email protected]
Step 1: Align to your company’s goals• Moz Blog: How to Align Your Entire Business with Your Marketing Strategy
Step 2: Perform a marketing audit• Hubspot Blog: How to Run a Simple Audit to Fix the Gaps in your Marketing• Hubspot Download: The 3 Step Marketing Audit• Hubspot Template: SWOT Analysis Cheat Sheet
Step 3: Know your buyer• Hubspot Blog: How to Create Detailed Buyer Personas [Free Template]• Hubspot Webinar Series: Marketing Personas That Tell a Story
Step 4: Start• Hubspot Blog: Editorial Calendar Templates
Resources
Resources
Step 5: Optimize the journey• Kissmetrics Blog: How to Optimize your Site for Every Stage of the Buying Cycle• MarketingLand Blog: How to Optimize your Content for Each Step of the Buyer’s Journey
Step 6: Inspect and adapt• Marketo: The Definitive Guide to Marketing Metrics and Analytics• Check out:
• Google Analytics• Kissmetrics• Heap Analytics