Elastic personalizes for underperformers. No risk, all reward.

Elastic makes a set of open source technologies called The ELK Stack. Their core products are Elasticsearch, Kibana, Beats, and Logstash. They help customers reliably and securely take data from any source, in any format, then search, analyze, and visualize it in real time. Thousands of organizations worldwide use Elastic to power mission-critical systems.

Not that it’s any of your business, but Elastic and I are in a very groovy, open source, commercial relationship.

Scott Fingerhut is the VP of Global Demand Gen and Regional Marketing. He’s been in the game for over 20 years, leading marketing and demand gen efforts at companies like Box, Informatica, and TIBCO.

Hear Scott’s story or read the transcript.

Burned by bad marketing? In Elastic you can trust.

0:00

We are a maker of a very popular open source technology. My job is to help the organization move those users into a scenario where they may be interested in having a commercial relationship with us by getting the benefit of the add-on features to the technology that can help them do more and that can give them support as well. We're trying to monetize users by accelerating their journey and building trust with them. 

When we run good programs, when we speak authentically and clearly to our audience, they respond well and you can see that they just come back. The reward is beautiful. We may get nine, ten thousand people that sign up for a simple webinar. And that's because they're just hungry for good content and they know that we're not going to put content that isn't rich in front of them.

Always on the lookout, making sure no segment is left behind.

0:51

At Elastic, we have a pretty wide spectrum of interests come to our site. They might range in the type of use cases we have, the geographies they have, the size of companies they have, other pages they've been to before. And we have a fair amount of different offerings too. So that can give us a lot of complexity that can put us in a scenario where, as a human, we may have to come up with so many different segments and we might have to test out performance against so many segments. And that sort of leaves us to just try and fail, try and fail, try and fail, find a win and eventually find something that might work, only to do that over and over again. 

Imagine constantly downloading all the stats on web activity and trying to analyze all the different areas of opportunity over and over again. The idea that Mutiny is constantly watching the performance against different metrics, and against different segments, and bubbling up to us segments that are performing better or worse than baselines allows us to have a guided way to spend our energy. It's a huge difference because they can give us an idea of what we're missing out on and what our opportunity looks like, as well.

What Mutiny does by helping us prioritize is saying, 'here's the type of areas that you can expect to get the most uplift from by investing time in it.' And it gives us that direction and that priority to know -- that if we do a better job in certain areas, we will see the impact to the organization. We'll see it by more engagement, more leads come in the organization, more opportunities created, pipeline, and eventually more business and revenue for the organization. So it's sort of simple. 

It’s like 360 feedback for your website. You’ll be glad we told you.

2:31

One of the segments that Mutiny had recommended that was an underperformer was professional services and consulting. We knew that that was a segment that was probably in the middle of learning the technology to help a client, or building pilots and POCs, so we actually dynamically change out content for that segment to appeal to them, and we've seen some more engagement there.

Don't forget about the little guys.

2:51

The other area that we spent some time on is smaller companies. Identifying that smaller companies were not engaging on our homepage as much. What we did is we took a call to action that basically said get support. It was one of our main call to actions on the page and we updated that to be more helpful. ‘Looking for help or subscriptions?’ Just the wording change to not be as necessarily pushy in some cases for small business and trying to figure out ways we could address that.

Elastic is Russian for conversions.

3:22

When it comes to the recommended actions, there are some that do pop. There was an example that came in that folks from Russia were not converting as high. We actually have Russian content, but we weren't surfacing the Russian content. So that was a quick, ‘WHOA. Were we not surfacing this Russian content? Let's resurface that information.’ So that helped pretty quickly identify something that we already thought we were doing that we missed.

Buyers be mad knowledgeable these days, yo.

3:48

The reality is your buyer is learning way more about a company ahead of time and about their competitors and getting a perspective about what's out there. And in many cases, will come to you just as knowledgeable, or more knowledgeable, than a sales rep might be because they know their problems and they know what else is out there. So that's a big change. And marketers have had to adjust quite a bit to that new reality. And so has the sales organization. It's both a challenge and an opportunity for marketers. Markers have to stay ahead of the curve if they're going to be effective.

The gravitational forces of mediocrity are very strong and statistically significant. -- Scott Fingerhut

4:21

What Mutiny essentially is doing is giving me far better odds at engaging people that hit our site than we've had before, by allowing us to tailor content more effectively to the person that's come to the site. And if you think about that, that's critical, that once somebody arrives at your site you've got -- not a lot of time -- to try to lead them down a path that's helpful. And the more information you can know about them to help them on that journey, the better. So that's where Mutiny is a critical resource for organizations.

We give people a ton of buttons to press and say, figure out your path. So you did all this work to get somebody there and then you said, 'well, figure it out'. And it's sort of a shame. It's it's really doesn't make sense that you wouldn't put a hell of a lot of effort to make the experience more personalized. Which is so funny because it's the place you control the most. You don't really control how Google renders your ad or how Facebook renders something. You get your little ad. But what's around it is all the things and people are bidding on it. But you really get to control your site. Why not put a little extra effort into it to control it and make a little bit more personal?

Slam your fist on your boss's desk and advocate like hell.

5:28

Fact is, Mutiny isn't committing you to making any changes without you wanting to do the right changes. So you're not plugging something in and losing control. You're plugging something in, you’re getting control over what gets shown where. And you're demonstrating uplift pretty darn quick. And it's a power that you should advocate for, absolutely.

What’s in the secret sauce? I could tell you but I’d have to iterate you.

5:50

If you serve one audience really well, some other audience won't be served quite as well. Imagine that you don't have to make that compromise. Imagine that it's not a compromise between serving one audience halfway decent and serving one well or 50/50. But you can serve multiple audiences really effectively. That’s sort of some secret sauce there. That's like nirvana. That's where Mutiny lets you go.

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