We at chief.io asked ourselves what the best tech company to work for was using for their customer acquisition and marketing operations. The company which is clearly doing many things right could be a source of inspiration for other marketers.
Zoom unlike many companies doesn't seem to be using a content-management system for its core marketing site. We do notice that it's self-hosted on Amazon and this is further confirmed by the fact that the site uses Cloudfront, Amazon's content distribution network to serve the pages.
I am guessing that because the Zoom application is served on the same domain (www) as the marketing website, security and technical concerns made it the preferred approach. The downside for marketers is that it usually makes page creation and editing harder as it requires engineering support.
The Zoom blog is a Wordpress CMS, and because the domain is https://blog.zoom.us doesn't suffer from the same technical barrier that the main site has.
On the analytics front, Google Analytics is complemented by Hotjar, which other fast growing companies are using (Carta, Invision etc). Hotjar provides heatmaps which is a great way to understand if your site layout makes sense to your visitors.
For A/B testing, the company uses Google Optimize. Google has been going after the optimization market hard by offering Optimize free for smaller businesses. With Optimizely raising prices to meet its financial goals, many of the bay area startups have shifted to to Google Optimize or Freshmarketer.
Finally, Zoom uses a live agent powered by Zendesk. A large share of companies have adopted Drift and Intercom but Zoom uses Zendesk for their support center. The live agent therefore serves both a sales and customer support function and naturally integrates with their support system.
Zoom has a rather versatile set of channels. The team uses standard channels as well as affiliate marketing paying a flat fee of $75 for new customers.
- Affiliate marketing - Rakuten
- Social and PPC advertising - Adwords, Facebook, review site G2 Crowd
- Account based marketing tools - LinkedIn Marketing, Adroll, Demandbase
- Measurement and Insights: Barometric, Beeswax
It's worth noting that as far as digital marketing they do not seem to be using Twitter Ads.
Account Based Marketing (ABM)
The presence of account based marketing tools such as Bizo and Demandbase hint that while Zoom has a freemium product, the company targets large enterprise contracts. Similar to Dropbox in many ways, getting users to adopt Zoom helps them move up an organization and lowers their cost of sales.
I was surprised to see Zoom using Pardot as their marketing automation provider. Salesforce does a great job bundling it with Salesforce CRM in their contracts but the most likely explanation is the security considerations on the main site. All the URLs used by Zoom for landing pages go through their core website and lead into the product. This limits the use of some of Marketo and Eloqua's differentiated features such as real time personalization and landing page customization. All the forms are custom forms that are using a public POST address to submit data, something Pardot makes particularly easy.
In the top 10 Best tech companies to work for, we see that only 2 use Pardot, 4 use Eloqua, 3 use Marketo and 1 uses Hubspot. If you're a top tech workplace to work for, it seems likely that you'll be working with Marketo or Eloqua.
- Zoom: Pardot
- Procore: Marketo
- LinkedIn: Eloqua
- Facebook: Marketo, Responsys
- Google: Marketo
- Salesforce: Eloqua (If someone knows the definitive answer)
- Hubspot: Hubspot
- Docusign: Eloqua
- Ultimate Software: Eloqua
- Paylocity: Pardot
It's notable that Zoom uses mailchimp for its webinar invites (and maybe more?). I do not know why that is the case.
Do you worry about GDPR and privacy compliance? Zoom uses TrustArc to help with data privacy and compliance.
Salesloft, an Atlanta based company, funded by SaaS thought leader Jason Lemkin has many fans in the sales world. It started as a very popular source of LinkedIn data and evolved to include sales automation tools that put it in competition with Outreach, Toutapp, Yesware and Zenprospect. The combination of data sourcing and sales automation is what people tend to prize since it affords sales reps more autonomy from their marketing counterpart.
Customer acquisition wouldn't matter if customers churned right away. To help with user adoption, the team uses Youtube to host videos, Zoom for webinars and Wootric to keep track of their NPS and customer feedback.
The complete list of marketing software Zoom, the best tech company to work for in 2019, uses:
- Google Analytics
- Google Tag Manager
- Google Optimize
- Zendesk Chat (FKA Zopim)
- LinkedIn Marketing (FKA Bizo)
- Google Adwords
- Facebook Ads
- G2 Crowd
- Rakuten Marketing (FKA Linkshare)
Do you have comments or would like to contribute? Join chief.io to share what software you use at your company.