How SketchUp achieved 613% increase in sales clicks

Transcription

1 ID Technology: How SketchUp achieved 613% increase in sales clicks by nurturing leads from free trials to paid subscribers CHECK OUT HOW

2 THE P // 1 BACKSTORY The popular 3D software platform, SketchUp, knew it had a superior product compared to competitors but that wouldn t be enough to win the marketplace and fuel short and long-term revenue results. The starting point is very familiar to digital marketers: 1 Lackluster conversion from free-to-paid subscriptions 2 Lots of ads, but no attribution to track lead generation performance 3 The outdated, text-only nurture campaign did nothing to showcase the design software's capabilities, and it wasn't mapped to the buying journey 4 Questionable CRM data quality 5 Unintegrated Marketing Automation, CRM and ecommerce platforms But the end result was less common: A Marketo Revvie award-winning transformation. HERE S HOW THEY DID IT

3 THE P // 2 TRANSFORMATION SketchUp and agency partner, Intelligent Demand (ID), rolled up their sleeves and immediately got to work. They developed a data-driven, integrated approach designed to move the revenue needle in a scalable, measurable way. The strategic plan called for: Digging into existing data platforms to establish baseline metrics and recommendations for a complete data hygiene program A fresh instance of Marketo and deep integrations with their CRM and ecommerce platforms A clear understanding of the target audience, personas, and buying journeys The development and execution of a Welcome Campaign designed to convert trial users into paid subscribers. By adding a vertical field to the product trial form, ID was able to provide segmented, engaging messaging and content. The new campaign also highlighted the platform's design capabilities. With these key aspects in place, and reliable data in hand, the team was confident in reporting their ground-breaking results to SketchUp s executive leadership. SEE THE MEASURABLE RESULTS

4 THE RESULTS P // 3 613% increase in Sales clicks $8.3M+ in revenue generated by 17,419 purchases Beyond winning The Innovator Revvie award, the program generated long-term, sustainable revenue growth. Improved database quality by increasing early unsubscribes to reduce spam complaints and weeding out disengaged leads Overall Unsubscribe Rate of 8M+ leads remains steady at <1% SEE WHAT THE TEAM SAYS

5 THE P // 4 INSIGHTS 1 Revisit your key messages and value statements regularly to make sure they are truly resonating with your audience Tweak core messaging and content assets to engage different segments of your audience. Integrate your marketing and sales platforms for optimal reporting and data collection. Establish a baseline for your metrics to know if your performance is improving or not. Understand which channels are working and which are not by tracking lead sources. Jim Ruberto, Vice President, Technology, Intelligent Demand The unique opportunity we have with SketchUp is in their highly engaged audience; SketchUp has done a remarkable job building their brand and audience engagement on a very large scale. We are able to test, measure, and optimize very quickly on a statistically significant population, and that is uncommon in B2B. SketchUp is an exceptionally agile and data-driven organization that is willing to innovate and let the data lead them to success! SEE WHAT OUR CLIENT SAYS

6 WHY P // 5 INTELLIGENT DEMAND? Chris Keating, General Manager, SketchUp In a short amount of time, the team at Intelligent Demand proactively internalized our strategy, core competencies, and product offerings in order to help us extend our worldwide reach in meaningful ways. Their hands-on, consultative approach is what really sets them apart in the demand generation arena. They don't just talk with us about it, they actually work side-by-side with us to design, build, launch, measure, and optimize our integrated programs. GET IN TOUCH WITH ID

7 REAL REVENUE P // 6 TRANSFORMATION What Should You Expect from a Partner? Collaboration in an efficient, agile way that complements your team s resources, strengths, and skills. A holistic approach that integrates your strategy, creative, media, technology, data, and analytics because that is the best way to deliver ongoing ROI. Commitment to transforming the way you grow revenue so that it is repeatable, scalable, innovative, and measurable. Willingness to challenge the status quo, even when it s uncomfortable or unpopular. Reliance on data to optimize your programs, not just opinions or hunches. At Intelligent Demand we call our approach Real Revenue Transformation because when the right people work together in the right way toward the right goals, genuine transformational growth happens, careers flourish, companies grow, and customers win. Reach out to start transforming your revenue. GET IN TOUCH // info@intelligentdemand.com // intelligentdemand.com