case study hot off the starting blocks
CASE STUDY
HOT OFF THE STARTING BLOCKS HOW SYNCHROTEAM USED GETAPP TO LAUNCH THEIR WORKFORCE MANAGEMENT SOLUTION August 2012
Francois Pichon, Co-‐founder, Synchroteam
What is Synchroteam? Synchroteam helps businesses in many industries to efficiently manage their mobile workers, simplify their processes, and optimize their return on investment. It is a complete and intuitive field service solution with Scheduling, Dispatching, Tracking and Reporting capabilities. Why did you decide to sign-‐up with GetApp? We were a leading player in the European market with our traditional workforce management software and made the decision to expand our portfolio with a SaaS version that would target a worldwide audience. Because we had limited experience with how a SaaS solution should be marketed online, we turned to GetApp to outsource most of our launch marketing activities. We chose them because of their strong presence in highly competitive markets such as the US and UK and the impressive list of clients they were already working with. What difference did you see after you signed up with GetApp? How many leads is GetApp generating for you every month? We started listing Synchroteam in December 2011. The very first month we received three leads from GetApp, since then the number has increased month on month and we are now close to 25 leads per month. The leads are of high quality and GetApp is currently our best source of leads together with Google AdWords. GetApp has also arranged a detailed analyst evaluation for Synchroteam which was very useful to improve the credibility of our application and provide a solid understanding of our application for our potential clients. We also received several mentions through GetApp blogs and twitter accounts which helped us gain visibility in a very short time frame.
Can you share some key metrics from your campaign with GetApp? We started with a budget of $300 per month to test the quality of leads generated from GetApp. As we started gaining confidence in their leads, we continued to increase our monthly budget. Currently, we have a monthly budget of $600 and we plan to increase our budget if the lead quality remains consistent.
Figure 1.1. Synchroteam Budgets 2012
We have typically observed a 6-‐12% click-‐to lead conversion rates from GetApp. Last month we received close to 12% click-‐to-‐lead conversion rate. The graph below shows how GetApp leads have evolved over the months.
Figure 1.2. Synchroteam Listing statistics
What has been the typical acquisition cost for new clients that you see with GetApp? Figure 1.3. Conversion rates, CoA
We have seen a decreasing cost of acquisition through GetApp. Typically, around 30% of our free trials convert to paid users. We have seen the same, if not better, statistics for sign-‐ups through GetApp. This places our current cost of acquisition of a paid customer to be around $80 which we recover in about 3 months of paid subscription. What are the other lead generation mechanisms that you use? We are also using Google AdWords and we have a presence in the Orange marketplace in France. How do you track your conversion rates? We use the tracking system provided by GetApp to track traffic and sign-‐ups. It is a simple code snippet that we placed on our signup page. We are able to view the results in the GetApp Dashboard. The dashboard also displays the number of times our listing was displayed, viewed and clicked on. It's very easy to monitor the different parameters for any given month as you can see from this screenshot of our dashboard:
Figure 1.4. GetApp dashboard screenshot
We also use Google Analytics to track conversion rates from GetApp. We have entered our GA ID in our GetApp dashboard which is embedded into our GetApp listings and profile page.
How have you interacted with the GetApp team after you signed up? We have had very good interactions with the GetApp team since we started listing with GetApp. Whenever we have seen lower number of clicks or conversion rates, the GetApp team was always ready to spend time with us, look at our listing and landing pages, and suggest possible improvements to us. In April for example, in spite of having increased the budget to $600 from $400, the number of clicks we received actually went down. When we informed GetApp, they setup a call with us and were honest to admit that several new vendors had signed up in our category that had increased the competition for clicks. They assured us that they would be pushing hard to improve the traffic for the categories we had listed in. We then, together with the GetApp team, carefully went over our listing profile and landing pages to make it more attractive to the visitors. It paid off over the next three months, and in July we exceeded our monthly budget of $600 and had a click to lead conversion rate of close to 12%. How has the GetApp blogs and social media helped you? Figure 1.5. Synchroteam review snippet GetApp published several blog posts on the trends in the cloud applications marketplace and we receive traffic from these. They also published comparisons of our application with others in the same space. I feel that this is an excellent mechanism to generate interest of potential buyers by looking deeply into the features of several applications. GetApp also wrote an honest and credible review of our product and helped us with a PR campaign that gave us visibility with many premium publications in the US. We have received several mentions and retweets from the GetApp social media team and we are really thankful for their continued support.
About GetApp GetApp is the largest independent online marketplace that helps small to mid-‐sized businesses and startups discover, evaluate and manage the perfect cloud business apps for their needs. Its mission is to support millions of users in their "best app" research with comprehensive directories, interactive search tools, side by side comparison tables, user reviews and app evaluation resources. In addition, GetApp serves as a global online marketing channel for thousands of cloud business application developers. Headquartered in Barcelona, Spain, GetApp operates primarily in North America and the U.K. It is privately owned and backed by Nauta Capital. About Synchroteam ProWorkflow was created in 2002 and is now a benchmark in the fully featured project management, workflow and time management arena supplied as a SaaS solution. To suit the needs of different customers the solution is now available in three plans. The ProWorkflow solution has enabled many businesses from many different industries to understand and reduce waste and create efficiencies in their day to day operations.
Contact Us: www.getapp.com Avenida Diagonal 622, 7/2 Bareclona 08021, Spain [email protected] [email protected] Twitter: @GetApp Check out our blog: www.getapp.com/blog
HOT OFF THE STARTING BLOCKS HOW SYNCHROTEAM USED GETAPP TO LAUNCH THEIR WORKFORCE MANAGEMENT SOLUTION August 2012
Francois Pichon, Co-‐founder, Synchroteam
What is Synchroteam? Synchroteam helps businesses in many industries to efficiently manage their mobile workers, simplify their processes, and optimize their return on investment. It is a complete and intuitive field service solution with Scheduling, Dispatching, Tracking and Reporting capabilities. Why did you decide to sign-‐up with GetApp? We were a leading player in the European market with our traditional workforce management software and made the decision to expand our portfolio with a SaaS version that would target a worldwide audience. Because we had limited experience with how a SaaS solution should be marketed online, we turned to GetApp to outsource most of our launch marketing activities. We chose them because of their strong presence in highly competitive markets such as the US and UK and the impressive list of clients they were already working with. What difference did you see after you signed up with GetApp? How many leads is GetApp generating for you every month? We started listing Synchroteam in December 2011. The very first month we received three leads from GetApp, since then the number has increased month on month and we are now close to 25 leads per month. The leads are of high quality and GetApp is currently our best source of leads together with Google AdWords. GetApp has also arranged a detailed analyst evaluation for Synchroteam which was very useful to improve the credibility of our application and provide a solid understanding of our application for our potential clients. We also received several mentions through GetApp blogs and twitter accounts which helped us gain visibility in a very short time frame.
Can you share some key metrics from your campaign with GetApp? We started with a budget of $300 per month to test the quality of leads generated from GetApp. As we started gaining confidence in their leads, we continued to increase our monthly budget. Currently, we have a monthly budget of $600 and we plan to increase our budget if the lead quality remains consistent.
Figure 1.1. Synchroteam Budgets 2012
We have typically observed a 6-‐12% click-‐to lead conversion rates from GetApp. Last month we received close to 12% click-‐to-‐lead conversion rate. The graph below shows how GetApp leads have evolved over the months.
Figure 1.2. Synchroteam Listing statistics
What has been the typical acquisition cost for new clients that you see with GetApp? Figure 1.3. Conversion rates, CoA
We have seen a decreasing cost of acquisition through GetApp. Typically, around 30% of our free trials convert to paid users. We have seen the same, if not better, statistics for sign-‐ups through GetApp. This places our current cost of acquisition of a paid customer to be around $80 which we recover in about 3 months of paid subscription. What are the other lead generation mechanisms that you use? We are also using Google AdWords and we have a presence in the Orange marketplace in France. How do you track your conversion rates? We use the tracking system provided by GetApp to track traffic and sign-‐ups. It is a simple code snippet that we placed on our signup page. We are able to view the results in the GetApp Dashboard. The dashboard also displays the number of times our listing was displayed, viewed and clicked on. It's very easy to monitor the different parameters for any given month as you can see from this screenshot of our dashboard:
Figure 1.4. GetApp dashboard screenshot
We also use Google Analytics to track conversion rates from GetApp. We have entered our GA ID in our GetApp dashboard which is embedded into our GetApp listings and profile page.
How have you interacted with the GetApp team after you signed up? We have had very good interactions with the GetApp team since we started listing with GetApp. Whenever we have seen lower number of clicks or conversion rates, the GetApp team was always ready to spend time with us, look at our listing and landing pages, and suggest possible improvements to us. In April for example, in spite of having increased the budget to $600 from $400, the number of clicks we received actually went down. When we informed GetApp, they setup a call with us and were honest to admit that several new vendors had signed up in our category that had increased the competition for clicks. They assured us that they would be pushing hard to improve the traffic for the categories we had listed in. We then, together with the GetApp team, carefully went over our listing profile and landing pages to make it more attractive to the visitors. It paid off over the next three months, and in July we exceeded our monthly budget of $600 and had a click to lead conversion rate of close to 12%. How has the GetApp blogs and social media helped you? Figure 1.5. Synchroteam review snippet GetApp published several blog posts on the trends in the cloud applications marketplace and we receive traffic from these. They also published comparisons of our application with others in the same space. I feel that this is an excellent mechanism to generate interest of potential buyers by looking deeply into the features of several applications. GetApp also wrote an honest and credible review of our product and helped us with a PR campaign that gave us visibility with many premium publications in the US. We have received several mentions and retweets from the GetApp social media team and we are really thankful for their continued support.
About GetApp GetApp is the largest independent online marketplace that helps small to mid-‐sized businesses and startups discover, evaluate and manage the perfect cloud business apps for their needs. Its mission is to support millions of users in their "best app" research with comprehensive directories, interactive search tools, side by side comparison tables, user reviews and app evaluation resources. In addition, GetApp serves as a global online marketing channel for thousands of cloud business application developers. Headquartered in Barcelona, Spain, GetApp operates primarily in North America and the U.K. It is privately owned and backed by Nauta Capital. About Synchroteam ProWorkflow was created in 2002 and is now a benchmark in the fully featured project management, workflow and time management arena supplied as a SaaS solution. To suit the needs of different customers the solution is now available in three plans. The ProWorkflow solution has enabled many businesses from many different industries to understand and reduce waste and create efficiencies in their day to day operations.
Contact Us: www.getapp.com Avenida Diagonal 622, 7/2 Bareclona 08021, Spain [email protected] [email protected] Twitter: @GetApp Check out our blog: www.getapp.com/blog
