• http://www.thecuriousentrepreneur.com AndrewSkotzko

    David,

    Interesting interview. Curious about the segmenting — did they segment the website visitors into (free forever, trial, probable buyer) via different landing pages and capturing URL params, or by offering opt-in incentives targeted to each segment and tracking from there?

    Also, do you know which systems they implemented — off the shelf, homegrown?

    Thanks for another solid post.

  • http://www.forentrepreneurs.com David Skok

    From Dries Buytaert: Some additional interesting metrics on MySQL in his blog post: The history of MySQL AB: http://buytaert.net/the-history-of-mysql-ab

  • http://twitter.com/LesleyYoungster Lesley Young

    Hi Andrew,
    Yes we did segment the website visitors. We tried to drive them to “Free user” landing pages and Opt-ins target to potential commercial buyers.
    We implemented Eloqua with MySQL homegrown scoring database, S.F.com, and a homegrown data warehouse for Demand to Close (D2C) analytics tracking

  • http://www.thecuriousentrepreneur.com AndrewSkotzko

    Gotcha, thanks Lesley!

  • http://twitter.com/mikeschinkel Mike Schinkel

    For Lesley, what was the differentiation that identified a potential purchaser? What things indicated to your team that they should pay more attention to a given lead than another?

  • http://twitter.com/LesleyYoungster Lesley Young

    Leads with the following activities: multiple activities in 30 days, use of the ROI calculator, Trial activation, Contact me…
    Free users download a lot of technical white papers

  • http://rangishri.blogspot.com/ Ran Gishri

    Great post! We at Zend have had very similar challenges and took a similar approach to addressing them.

    Lesley: I’m assuming you too had a vast contact database and spent time/money on nurturing it and moving potential customers through the sales process. What metrics did you use to measure campaign influence?

  • http://twitter.com/LesleyYoungster Lesley Young

    We built a vast database. At the beginning all we captured was email address. You are correct we spent time and money nurturing in order to gain demographic and level of interest information. As we gathered this information we scored the leads to determine those who were likely to be potential buyers.
    Campaign influence was in three ways – number of sales leads, # of transactions from the campaign, and bookings from the campaign. We also looked at the performance of the campaign over time (3 M, 6M, 1 Year).

  • Bryan Cheung

    Thanks for a great post!

    Lesley, I’m curious—what was the process for diverting certain leads over to field/enterprise sales vs. the phone-based inside sales team?

  • L Lloydyoung

    Hello Bryan,
    The routing to Enterprise Sales was based on Named Key Accounts. These accounts had high level of MySQL usage across multiple departments.

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