MarketingSherpa Video Archive

Lead Nurturing: How solving the marketing automation and autonomy paradox increased lead volume 200%

Keith Lincoln, SmartBear Software

"Sometimes, it's the best marketing that wins, but in this, no marketing wins — how do you market without being perceived as doing marketing?" Keith Lincoln, Vice President of Marketing, SmartBear Software, asked during his session at MarketingSherpa Lead Gen Summit 2013.

During this session, Lincoln underscored the importance of knowing your audience.

"I know [my customers] hated marketing," he discussed, "so I was very keen to say, 'I've coded a little' and try to get inside their heads."

He did this by leveraging what he knew about his customers, the testers, programmers and others in the IT department, and apply that to how he started the conversation with them.

Every decision that he made in establishing the newly-formed marketing department stemmed from the relationships he had with those in the IT industry. In this session, you will learn:
  • How the marketing team used email copy and triggered sends to identify with customers

  • How product type and customer mindset affected marketing automation software decisions

  • How Lincoln and his team nurtured customers in a free-trial setting

Download the slides to this presentation

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