Launch your first lead nurturing campaign in record time with tips and insight that don’t require deploying an expensive marketing technology solution. From list segmentation to different types of lead nurturing campaigns, attendees of this free seminar will walk away understanding the best practice for nurturing their company’s most profitable leads.
Presenter: Marcia Kadanoff, CMO of Bislr
Moderator: DJ Waldow
Special Partner: MarketingProfs
Original Air Date: August 13, 2013
Lead Nurturing At Light Speed Presented By MarketingProfs and Bislr
1. Lead Nurturing at the
Speed of Light
Best practices to accelerate the planning and launch of your nurture
programs
Marcia Kadanoff
CMO
2. What We’re Here to Talk About
•What lead nurturing is
•How it works
•5 Quick Tips
•3 Types
•Segmentation
•Context & Content
•Frequency & Timing
•Metrics
3. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
A systematic way of building a
relationship with prospects and
customers to accelerate conversion to
sale
Leverages the channels of
communications preferred by the
customer
Lead Nurturing Defined
More email is read Mobile than on a desktop email client or via
webmail. Stats say 44% of email is now opened on a mobile device
Litmus –”Email Analytics” (June 2013)
4. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Yes, a periodic newsletter is a
form of lead nurturing
But Top Performers Do More
• Content Marketing
• Trigger Campaigns
• Lead Scoring
• Multi Channel
• Multiple Campaigns
Technically Speaking
Source: Industry sources + Gleanster Research
5. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
• More than 25% of leads take seven months or more to
close (Source: Harvard University and Gallup)
• 73% of leads are lost because they are sent to sales
before they are ready to buy (Source: Sirius Decisions)
• Companies that excel at lead nurturing generate 50%
more sales ready leads at 33% lower cost (Source:
Forrester Research)
• Nurtured leads spend 47% more on purchases than non-
nurtured leads - (Source: The Annuitas Group)
Why Lead Nurturing
For Gorilla Sales - step
up the number of lead
nurturing campaigns
you field
6. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
The Science Behind Lead Nurturing
• Prospects buy when they are
ready to buy - not when you
want to sell to them
• The buyer’s journey is
complicated and it’s easy for
the buyer to get lost
• Lead nurturing keeps you top-
of-mind as the buyer goes
through their process
7. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
5 Quick Tips
*keep it short & sweet
TO ACCELERATE YOUR SUCCESS
• Plan your campaign as a series of
communications, not a one off
• Understand your target and where
they are in the buyer’s journey
• Develop a branded look and feel that
works cross channel esp. mobile
• Make the next step you want the
prospect to take graphical
• Keep what you write short & sweet
8. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Lead Nurturing
& Marketing Automation Go Hand in Hand
• “Auto Responder” won’t cut it for most
companies
• Personalization
• Lead Intelligence
• Triggers
• Integrated analytics
• Lead scoring
• Real-time feed
• Lead distribution
• At the same time, most marketing automation
platforms focus on email almost exclusively
9. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
7 Types of Lead Nurturing Campaigns
according to Gleanster Research
10. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Crawl, Walk, Run Model
11. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
3 Main Types of Campaigns
• Welcome prospect to
have a conversation
• Re-spark / confirm
interest
• Passive opt in
• Educate leads in a more
targeted way about the
product or service which
they may be interested in
• Accelerate deals already
in play with sales
• Remove obstacles so
they close, close, close
12. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Welcome Nurture
13. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Welcome Nurture
TO ACCELERATE YOUR SUCCESS
• Plan your campaign as a series of
communications, not a one off
• Understand your target and where
they are in the buyer’s journey
• Develop a branded look and feel that
works cross channel esp. mobile
• Make the next step you want the
prospect to take graphical
• Keep what you write short & sweet
14. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Buyer’s Journey Simplified
15. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Welcome Nurture (Revisited)
16. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Segmentation
19. Timing Depends on Two Things
• Length of Sales Cycle
• Type of Nurture Program
• 6 days | Shortest Period
• 45 days | Longest Period
• Vary by day of the week
• “Natural” Cadence
Day 1 Day 6 Day 13 Day 27 Day 35 Day 45
Frequency & Timing
21. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Educational Nurture
24. Success Metrics
•Questions
Growing controversy in
marketing circles about
whether ROI is the right
metric
•If it is right - am I
calculating it correctly?
•What other metrics should
I be using?
ROI
Operational Metrics
Engagement
• How to calculate these metrics
• Do I need to invest in a MAP to measure results?
25. How to Measure Success
•Questions
Growing controversy in
marketing circles about
whether ROI is the right
metric
•If it is right - am I
calculating it correctly?
•What other metrics should
I be using?
26. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
ROI Calculation
ROI = [Revenue ($) * Contribution Margin (%) - Marketing Spending ($)]
Marketing Spending ($)
• Favorite tool is a spreadsheet
• Calculation is quite simple
• Decisions are really more around attribution
• Automating calculation can really help - but is
not required
27. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Attribution
1. Last Touch. 100% credit to the last interactions.
2. First Touch. 100% credit to the first interactions.
3. Linear. Equal credit to each interaction in a conversion
path.
4. Time Decay. Assigns more credit to the interactions which
are closest in time to the conversion.
5. Position based. Assigns 40% credit to the first interaction,
20% credit to the middle interaction and 40% credit to the
last interaction.
6. Statistical. This model assigns different weight to the
different interactions - based on statistical analysis.
According to a recent study by Gleanster Research, top
performers rely on multi-touch attribution modeling
28. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Engagement
• Click-Through Rate = No of Clicks
Total Impressions
• Pages Visited
• Length of Visit
• Click Through
• Asset Download
Lead Scoring Algorithm
29. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Operational Metrics
How top performers measure the results of their lead nurturing campaigns
Source: Gleanster Research: The Definitive Guide to Measuring Lead Nurturing 2013
30. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
The Goldilocks Principal
How do you know your lead nurturing campaigns are working?
Like Goldilocks - there’s no substitute for
getting hands on experience
• Just Do It. Lead nurturing drives more
qualified leads to sales, leads that close
faster.
• Keep it Simple. Simpler campaigns really
do work better.
• Keep it Short & Sweet. Shorter more on-
point communications.
• Content Matters. The more relevant and
personalized the content the better.
• It’s not all about Email. Mobile, Social are
incredibly important.
32. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week
Wrapping Up
• Shown you examples of the 3 main types of
lead nurturing campaigns
• Provided 5 tips to accelerate results
• Talked about the importance of branding &
graphical calls to action
• Came to grips with the fact that lead
nurturing is more than just email
• Touched on the importance of mobile and
social channels
• Gave you food for thought about how to
measure results
• Follow up with a PDF document with all the
links you could ever want to learn more
about lead nurturing
33. • Michael Sharkey (CEO)
• Chris Sharkey (CEO)
• Peter Sharkey (CEO)
Located in San Francisco, CA
Founders:
• Strong diverse team
• 9 in SF, 3 in AU
• Renowned in Node.js community
Employees: (Total: 12)
• Southern Cross Ventures
• Terry & Katrina Garnett
• Tim Draper
Investors:
• Raised $3.5MM
• Raising Series B of $5MM
• Support from existing investors
Funding:
• Marcia Kadanoff (Apple, OM)
• Paul Albright (Marketo)
Advisors:
• Node.js, BigCouch, MongoDB
• Sproutcore
Technology:
• Invoiced (since mid March):$106k approx.
• Paid Licenses: 14
• Avg. deal size: $7,571.42
Stats:
• Active trials: 284
• Lead database size:7,600
• April avg. logins: 3.4/week