CASE STUDY STAYING IN THE BLACK

Transcription

1 CASE STUDY STAYING IN THE BLACK HOW MAVENLINK USES GETAPP TO GROW QUALIFIED LEADS & MAINTAIN ROI ABOVE 150%

2 We spoke with Sean Crafts, Co-Founder & Chief Customer Office at Mavenlink, who began and has been maintaining the relationship with GetApp. What is Mavenlink? SC: Mavenlink is a collaborative work management platform that brings together the key elements of online project management, collaboration and professional services automation software. Our SaaS platform enables businesses of all sizes to efficiently manage projects from start to finish. Our technology and commitment to our customers has enabled us to become #1 all time installed Project Management App and only 5 star rated application in the top 10 apps within Google Apps Marketplace. Why did you decide to sign-up with GetApp? SC: I came across GetApp one day while trying to identify new places to give ourselves more visibility. Manuel Jaffrin (GetApp s COO) was the first person I had contact with who introduced me to GetApp, and in March of 2010 and we listed Mavenlink on GetApp s site. Manuel was very open and helpful, and explained how GetApp was taking on the task of generating quality leads for vendors. Since then we have been working together and we have grown the partnership from that small beginning to where we are now. What has your experience been with the results from GetApp s Premium Campaign? SC: From the beginning we noticed a very high quality of leads and we have also seen a huge shift in what GetApp is able to deliver to us in terms of lead volume on a monthly basis, which has even improved in quality over time. I started in August 2010 with a small budget of $200 in the Premium Campaig. Since then our campaign has scaled to a spend well over $3,000 per month. We have maintained a steady growth of our campaigns on GetApp since the beginning, and they now are a valuable lead generation source for us Clicks

3 Generally speaking, how does GetApp compare to other lead generation sources? SC: We work with a number of lead generation sources. We are constantly testing paid and organic search, banner advertising and retargeting across a number of different channels and providers. What I like about working with GetApp is that we see very consistent and positive results from their traffic. We have always had over a 10% conversion rate for referrals into signups. This year over past three months we are actually averaging 11.9% conversion. The most important metric that Mavenlink monitors is the return on ad spend (ROAS) through the GetApp channel. In the first 12 months, we are generating a 118% return on our spend with GetApp. Even more exciting, we are seeing a 387% return when you look at the projected lifetime value of our users. The quality of the leads from GetApp is also apparent, down to the bounce rate we see less than a 20% bounce from GetApp s referrals. That s the best we have! Now focusing on results, how does GetApp compare to other lead generation sources? SC: GetApp is one of our best lead generation source because it is one of the quality and costeffective nature of the leads. The conversion rate of GetApp s traffic in terms of ROI is one of the top for our paid traffic sources. Over the last three months our investment has paid off 150% ROI based on the lifetime value of the customer we have acquired through them. As a favorite on the Google Apps Marketplace, what can you share about the leads coming from GetApp for other vendors on the Google Apps Marketplace looking into GetApp? SC: The Google Apps Marketplace is a tremendous source of leads and opportunities for Mavenlink. Even as the #1 App in the marketplace however, we needed to find additional sources of leads as we continue to grow. The quality of the leads and the reasonable price per click inside of GetApp leads to a very attractive CPA and return on investment for Mavenlink. Additionally, GetApp s comparisons and reviews are a tremendous source of validation for our prospects. A shockingly high number of our converted customers, even those that originated from different channels, have viewed GetApp s comparisons at some point during their buying process.

4 What makes GetApp unique in terms of their approach in assisting vendors with lead generation? SC: I really like the content resources that are available to drive interest and initial conversions to trial. We have done several content pieces, including a Product Review, CEO Interview, and an indepth Product Evaluation. We have also created an exclusive offer to the GetApp community. The single greatest differentiator though has always been the creativity and willingness to test different approaches, campaigns and ideas. Working with Manuel and the GetApp team we are constantly identifying new ways to generate valuable traffic. What other benefits have you noticed from being a Premium advertiser on GetApp? SC: GetApp takes it upon their shoulders to put Mavenlink in front of the best audiences possible. Whether it be through social media support, our inclusion in articles and content they create, or online Guerilla Marketing techniques like link dropping in Q&A forums, GetApp is a very provendor organization. This kind of support and attention has made our relationship a lot more meaningful, and is another reason why we consider GetApp a long-term partner.

5 About GetApp GetApp is the largest independent online marketplace that helps businesses discover, compare, review and purchase the best B2B SaaS apps to fit their needs. We support millions of users by providing a comprehensive directory, interactive search tools, side-by-side comparison tables, user reviews and app evaluation content and resources, to help them find the best apps that fit their needs In addition, GetApp works with over 1,800 SaaS and Cloud app vendors to generate new business leads. By showcasing their applications to our audience of prospective users and buyers we help increase new user acquisition, market share and brand awareness for our vendors.. Headquartered in Barcelona, Spain, GetApp operates primarily in North America and the U.K. It is privately owned and backed by Nauta Capital. About Mavenlink Founded in 2008, Mavenlink launched its first general product in January In less than 3 1/2 years, the company has nearly 500,000 users worldwide. Today, Mavenlink is the #1 application in the Google Apps Marketplace with nearly 600 five-star reviews. Mavenlink is also the first product of its kind to integrate all project financials with QuickBooks, the first project management application to integrate with Microsoft Office 2013, and one of the first to work with PayPal. New features, added weekly, are driven by customer needs and usage requirements. The product is easy to implement and use, enabling international adoption across almost every industry imaginable. Mavenlinking is the ability to conduct business online with anyone, anywhere and it s happening now in 190 countries around the world. Contact Us: +1 (415) [email protected] [email protected] Check out our blog: