Customer Success

IronStratus Doubles Revenues with Marketo

Highights

• Doubled the number of users that converted from Registered to Adopted
• Doubled the number of adopted users in approximately 4 months
• Doubled sales revenues

Challenges

IronStratus, the trusted cloud access management solution, was having trouble progressing prospects through the sales pipeline. They use a “freemium” offering, which relies on search and social media to get people to sign up for the free version of the product. Once the leads are registered users, the goal is to move them through the buying cycle to become paid users. However, only about 11% of their registered users were graduating to an Adopted user. Research showed that if registered users weren’t engaged within about five days, they were unlikely to become engaged later on. Thus, the company needed a way to better engage registered users and encourage them to purchase the product.

Solution

Using Marketo, IronStratus created nurture campaigns that encourage registered users to log in and, once logged in, become active in the application until they reach the Adopted activity level. IronStratus now presents the product features in emails, showing users the value of the product, and drawing them back into the application, encouraging product use early on in the process. Once users see the value of IronStratus, they’re very often willing to pay to continue using it. Because of the relatively short cycle from Registered to Adopted, IronStratus can test entirely new nurture campaigns, or just individual pieces, and see results of those changes within a week.

Benefits

Since implementing the nurture campaigns, approximately 25% of IronStratus’ registered users have become Adopted users, a 2x increase. In addition, by implementing the campaigns, they doubled the adopted users in approximately four months – a huge boost in a short time. IronStratus continues to test new campaigns and fine-tune them in order to accelerate the conversion process.