Marketing Case Study Brief

Introduction

Meetoo (www.meetoo.com) is a real-time polling app that makes meetings, events and classes more effective – and fun. Live polling gives everyone the chance to get involved. Attendees can also share comments, questions and ideas, making meetings, lectures and conferences more engaging and inclusive. Meetoo integrates fully with PowerPoint so that you can create a poll, ask questions or quizzes – and everyone in your meeting, conference or lecture can respond using their mobile.

Background

Meetoo has been developed by Lumi Technologies (www.lumiglobal.com) who are a market leader in audience response and electronic voting technologies. Their software, hardware and handsets are used extensively to enable secure and confidential voting at the AGMs of major companies and organisations as well as at major events where audience feedback and participation is required to improve impact and engagement. Lumi has anticipated the move to widespread use of mobile phones and developed Meetoo to enable anyone who holds a meeting or event (physical or virtual) to use the app to engage their colleagues, audiences or students. Meetoo was launched in January 2016 and can be downloaded free to any mobile, from the Microsoft Office 365 store or used via the website.

The marketing team has been refocused, new agencies appointed to cover PR, Social and Digital marketing – new websites, SEO, PPC, Social, Remarketing, Marketing Automation, CRM are all in place and working successfully achieving significant up lift across all marketing and sales metrics. From April 2017, Meetoo will be split off into a separate company to enable it to forge ahead independently.

Meetoo now needs some creative big marketing ideas to grow and fulfill its potential.

Market & Competitors

The market opportunity is global and huge – essentially anyone who holds a meeting.

Competitors are many and varied – mostly small focussed agile technology players who lack the scale and legacy that Lumi has, many are little more than start-ups but have none the less grabbed significant share and presence.

Meetoo is aligned to 2 core markets Business and Education and is offered on a freemium model with users able to sign up to use it free with limited scale and functionality.

Marketing & Sales Plan

With everything set for lift off, a detailed and innovative marketing approach is required to deliver significant sales growth in the company’s target market segments.

You have been appointed as the new marketing manager and in 1 hours’ time you have been asked to present your ideas and plans for marketing to the company directors.

You have 15 minutes to present your marketing plan and define your key priorities as marketing manager in your first 100 days.

Case Study: Salesforce.com Customer Success Stories (10 February 2017)

Meetoo accelerates growth with better sales conversion and customer retention rates

Live polling. Real-time results. Instant feedback. Meetoo is on a mission to transform meetings and classes for a digital age. “We want to make group sessions and events more engaging and more effective through the use of clever technology,” said Richard Taylor, CEO at Meetoo.

Meetoo is the latest example of technology for meetings and classes developed by Lumi, specialists in real-time audience engagement. The polling and messaging app went live in January 2016 for self-service use and online payments and has already proven to be a great success, with subscriptions up by 400% by the end of the year. For Meetoo, however, this is just the tip of the iceberg. As Taylor explained: “Millions of lectures and meetings take place every day, which means there’s a massive potential customer base for us to tap into.”

To help it connect with such a large number of prospects, Meetoo needed to transform its approach to sales and marketing. “We needed a powerful engine that could scale with Meetoo and provide data to help us personalise the customer journey,” said Pete Eyre, Meetoo’s CMO.

Parent company Lumi was already using Salesforce for campaign, opportunity, and pipeline management, and decided to expand this to support the launch of Meetoo. “We wanted to enable greater automation and personalisation,” said Eyre. “Meetoo is a volume play, which means we can’t rely on the direct sales approach used for our other event solutions. We needed to find other ways to engage with prospects and customers – and on a global scale.”

And Meetoo has achieved exactly that. Email updates, free trials, and webinars have all become part of the Meetoo prospect journey. Thanks to Salesforce, the Meetoo team can track every step of the sales process through to conversion.

“When someone completes a form on our website, their details are automatically captured in Pardot,” said Eyre. “Based on the pages visited and the resources requested, we score every lead to help account managers understand how ‘hot’ the prospect is so they can prioritise their response.”

Better lead qualification along with instant notifications helped Meetoo account managers increase the sales conversion rate by 24% between June and December 2016. “The team now responds to new opportunities in under 30 minutes; previously it could take as long as four hours,” said Taylor. “I keep track of how our pipeline is progressing in real-time using the Salesforce1 Mobile App; in fact it’s the first thing I look at in the morning and at night.” With the sales team all using the app to update leads in real-time, Taylor can be sure he’s looking at the most recent figures.

Automated and personalised customer journeys

Meetoo has also brought greater velocity and visibility to the onboarding process for new Meetoo customers. As Taylor explained: “When someone signs up for a free account, an automated onboarding journey is initiated in Pardot. The customer is then sent a series of emails to help them get the most from Meetoo.”

This is just one example of the 35 automated customer journeys that Meetoo has created. “There’s only so much one account manager can do in a day,” said Taylor. “We need to continuously nurture our customers to ensure they are making the most of Meetoo. By using Pardot to put them on the right journey, we hope to see

a customer retention rate of between 70 and 80%.” In the future, Meetoo plans to empower its account managers to send out emails direct to customers using templates built in Salesforce Engage.

The automated journeys provide Meetoo leaders with a valuable insight into how customers respond to different communications and content. “In the past, we tried to think like our customers, but the data we are now capturing is challenging some of our previous assumptions,” said Eyre. These insights will also help Meetoo achieve its personalisation goals. “We want to tailor content and offers to match different customer personas,” added Eyre. “The closer we can get to our customers, the more competitive we will be.”

The journeys are just one of the many ways that Meetoo is getting closer to its customers. By integrating the app with Salesforce, it can capture data from every meeting or class and log this within a customer’s record. “We can see how many Meetoo sessions a customer has run and what features they’ve used,” said Victoria Wallace, Director of Information Systems at Meetoo. Account managers, marketing teams, and customer success specialists use this information to identify relevant journeys, potential advocates, and up-selling opportunities.

Smarter insights, smarter decisions

Tracking every session also enables Meetoo leaders to see how customers have responded to new features, which are released every five weeks. The impetus for these product enhancements often come from customers themselves.

Meetoo has created a community that enables customers to access knowledge articles, log support requests, and share ideas – not only with the Meetoo team but also with each other. The product team checks the community every week for new feature requests from customers, and ranks them according to priority. “Peer-to-peer relationships are very important for our customers. With Community Cloud, we were able to launch the community in just a couple of weeks,” said Eyre.

A better understanding of customer preferences and behaviours doesn’t just influence product development, but also marketing spend. By tracking the success of different activities within different sectors, Meetoo’s marketing team has been able to take a more targeted approach. “Although we’re attending 23% fewer events, our win rate is up by 66%,” added Eyre.

Meetoo’s leaders live and die by statistics like these. And deploying Lightning and Analytics Cloud will make more metrics available to even more people. “Individuals and managers will be able to evaluate sales pipeline progress and marketing campaign results in a couple of clicks,” said Wallace.

Meetoo is also using Lightning to push out insights to sales and marketing teams based on customers’ news and social media feeds, which enables even greater personalisation. “Without Salesforce, we’d be flying blind,” said Taylor. “We can now connect with prospects and customers in a better way, and make smarter decisions that help us achieve our goals in weeks instead of months.”

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