GE 162: Tim Matthews on How Incapsula Protects over 5,000,000 Websites and Still Manages to Double Business Year Over Year (podcast)

Eric

9 years ago

Hey everyone, today our guest is Tim Matthews, the Head of Marketing at Incapsula, which is a cloud-based application delivery platform that accelerates and secures websites of any kind. He is also the author of The Professional Marketer and The SaaS Marketing Handbook.

Today we’ll be talking about how Incapsula doubles their business every year, why their number one customer acquisition method is SEO and quality content, how changing two words resulted in a 280% increase in conversions, and how to get good conversion rates from influencer reviews about your product.

Download podcast transcript [PDF] here: Tim Matthews on How Incapsula Protects over 5,000,000 Websites and Still Manages to Double Business Year Over Year TRANSCRIPT

Episode highlights:

[4:21] – They also charge per site and have bandwidth tiers
[4:42] – They sell to everybody, but serving different buyers poses problems. They have freemium and self service plans, then they have a sales team for the enterprise plans.
[5:42] – Number one customer acquisition is SEO and quality content, people want to know how to prevent attacks and make their sites faster. They also spend money on CRO – conversion rate optimization – they use optimizely
[7:02] – Start Free Trial call to action was changed to Get Quote and it was more effective for enterprise customers. Changing these two words resulted in a 280% increase. You are never done with testing results.
[7:58] – 50,000 uniques will help with good quality test results, or just test longer, constantly track longer
[8:34] – Weekly meetings on tests and make calls and refine what does and doesn’t work, and actually code it into the site
[9:05] – They also have metrics and goals, a cadence and a team to manage CRO and you have to watch the results
[9:32] – Quality content – something that the buyer would actually want to read, talk to buyers and ask them what type of content they would like to read
[11:07] – They need content constantly so they need a content manager – plus the best writers possible
[13:29] – You get what you pay for in content marketing and you need an editor to make the story better – you need to have a sense of the reader and customer – what do these people read and want to read – content marketing manager can’t write all of the content
[15:27] – Managing Editor – $75,000 and $150,000 a year. Give them a raise and they will come inhouse
[16:08] – Affiliate program – Influencers to write about and recommend your product, good conversion rates from reviews and writing about the product – pay site to publish in a way that converts
[19:55] – Get out of your comfort zone more often, challenge yourself on a more regular basis, try a new tactic even if is risky, try something new

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