Nurturing leads by the millions.
Lifesize increases software licenses 200%, sees double-digit increase in YoY software revenue with Marketo Engage.
200%+
Increase in global users since tiered software licensing model launch
Products:
Objectives
Adapt sales and marketing strategies as the company introduced a tiered software license model
Scale 10x to communicate with an influx of customers during the first months of the COVID-19 pandemic
Provide sales with strong qualified leads to prioritize sales efforts and maximize revenue
Results
Scaled marketing to handle influx of 1 million+ end-users in just a few months
Increased email open rates by 57% and click-through rates by 82% through personalized messaging using fast cycle descriptive analytics
31% increase in YoY software revenue in the first quarter of program launch
For more than a decade, Lifesize has been at the forefront of video conferencing and enterprise communication, offering top-quality service, devices, and meeting experiences designed to bring people together. Lifesize’s cloud conferencing solutions deliver unparalleled ease-of-use and superior quality for every global business, industry, and use case.
Doctors regularly use the company’s meeting solutions to evaluate medical images and provide telehealth services, while law firms and notaries use its unmatched 4K video clarity to inspect signatures. Top fashion houses use Lifesize for reliable, up-close looks at fabrics made in factories thousands of miles away, and engineers collaborate on technical schematics without ever leaving their desks.
The launch of a new tiered software license model and the COVID-19 pandemic — which saw many companies moving almost overnight to a work-from-home model — caused demand for the company’s video conferencing solution to skyrocket.
“We launched a tiered software license model for Lifesize video conferencing days before the COVID-19 pandemic hit,” explains Sathee Brent, Vice President of Growth Marketing and Operations at Lifesize. “We anticipated a positive, eager customer response, but the sign-ups and active users poured in — not by the thousands or tens of thousands but well over a million, very quickly.”
This new sales model meant that Lifesize needed to harness marketing automation to nurture and identify quality leads at scale. As a global company selling an extensive list of software and hardware products in multiple languages, both direct and through a network of more than 3,000 partners, the Lifesize team also needed a marketing automation tool that would flexible enough to handle the complexity of the company’s sales and marketing structure. With Adobe Marketo Engage, the growth marketing team had the exact tool it needed to support sales now, and in the future.
“Marketo Engage is an incredibly versatile and powerful tool,” says Brent. “It gives us the simplicity and agility to help us navigate a complex global sales and marketing structure as well as successfully execute on a tiered software license model and adapt to customer expectations in a post-COVID world.”
“Marketo Engage is an incredibly versatile and powerful tool. It gives us the simplicity and agility to help us navigate a complex global sales and marketing structure as well as successfully execute on a tiered software license model and adapt to customer expectations in a post-COVID world.”
Sathee Brent
VP of Growth Marketing and Operations, Lifesize
Zeroing in on hot leads with up-to-the-minute usage metrics
A critical step to scaling customer engagement through marketing is gaining clearer insights into each customer. With so many leads flowing in at once, the Lifesize marketing team needed to understand who these new customers were, exactly how they were using the video conferencing tools, and how frequently. Marketo Engage made capturing these insights quick and easy, compiling data from submitted customer forms, website activity, and from the Lifesize conferencing platform itself. With centralized access to customer data, the marketing team could then develop fast cycle descriptive analytics and segment customers on a number of parameters.
The marketing team also grouped users from the same companies to help measure factors such as the size of the company, number of people in conferences, adoption rate, and frequency of use. This data helped identify leads that might benefit from features included in paid tiers like video recordings, large calls, or the ability to support live stream viewers.
With Marketo Engage, Lifesize never has problems managing, understanding, and segmenting leads. “We added over 300,000 users in one month when companies started mandating work from home,” says Brent. “Our customer dataset changes every minute, but with Marketo Engage we can feed that information into the system reliably and quickly pass on only high-quality leads to our sales reps.”
“Over the past 12 months, email open rates rose by 57%, while click-through rates jumped 82%. This growth was made possible by delivering personalized messaging with fast cycle descriptive analytics through Marketo Engage.”
Josh Kivenko
Chief Marketing Officer, Lifesize
Building a pipeline to nurture customers at scale
The team leveraged Marketo Engage to cultivate predictive analytics and create a series of automated email campaigns based on different customer segments. In total, the marketing team created over 200 emails across seven email cadences. Each email is delivered in five languages — English, French, Italian, German, and Spanish — to connect with the company’s global customer base.
All customers — free and paid — are enrolled in onboarding and adoption cadences aimed at introducing customers to Lifesize features and encouraging them to schedule their first video meeting. The adoption cadence has been particularly successful in promoting higher adoption rates. After receiving an email, 52% of users scheduled at least one video meeting. More than 19% became high adoption users who scheduled at least six video meetings.
“Over the past 12 months, email open rates rose by 57%, while click-through rates jumped 82%,” reports Josh Kivenko, Chief Marketing Officer at Lifesize. “This growth was made possible by delivering personalized messaging with fast cycle descriptive analytics through Marketo Engage. We’re engaging customers better and seeing better results.”
With a major disruption like the COVID-19 pandemic, the team depended on fast cycle descriptive analytics and reporting to segment their audiences. Delivering personalized messaging for user adoption and bottom-of-funnel campaigns, the Lifesize team was able to achieve a 31% increase in YoY software revenue within the first quarter of the tiered software license model launch.
“Many companies tout personalization, but real value comes from personalization at scale. Marketo Engage does it all.”
Josh Kivenko
Chief Marketing Officer, Lifesize
Growing business in a rapidly changing market
Never ones to rest on their laurels, Kivenko, Brent, and the Lifesize team continue to look for ways to innovate and support lead generation beyond the tiered software license model campaigns. The team has already integrated Marketo Engage triggers onto every website page with web traffic and web forms automatically triggering campaigns and events through the platform. This provides timely and customized messaging without manual action from Lifesize’s lean marketing operations team. The team is also exploring advanced scoring strategies aimed at accurately identifying and predicting qualified leads.
“Many companies tout personalization, but real value comes from personalization at scale,” concludes Kivenko. “Marketo Engage does it all. It provides scale, speed, and the ability to deliver accurate, targeted messaging. With Marketo Engage, we’re demonstrating how email marketing can be used to succeed in a rapidly changing market by translating to real business returns.”
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