MailChimp Atlanta, Georgia
“We use many of Google’s products to empower our customers.”Tom Klein, VP of MarketingMailChimp has approximately 500 employees in Atlanta.link www.mailchimp.comWhen MailChimp launched in 2001, email itself was fairly new to the public and email marketing was in its infancy. So MailChimp has grown up alongside the Internet, starting as an email service provider for small businesses and evolving into what VP of Marketing Tom Klein calls a “broad marketing platform.” With their own creative approach to marketing, which ranges from sponsoring podcasts like Serial to sending customers chimp-themed socks and placing artful billboards in cities around the globe, MailChimp has created a beloved brand. In their hometown of Atlanta, Tom says, they’re known as a company where “technology and marketing come together.”
MailChimp uses Google tools to promote their business and to support the services they offer to customers. The marketing department uses AdWords, Google’s advertising program, to target specific audiences and to help people find MailChimp on the web. They use Google Analytics to study user behavior and help their customers “learn more about what happens after the email is sent,” says Tom. Google Analytics also helps his team measure the efficacy of creative partnerships and sponsorships by analyzing subsequent search volume for MailChimp.
The company saw “a really big uptick” in sales in 2015, and 60% of their business today comes from outside the U.S. Tom calls AdWords “a powerful tool that helps us reach an international audience.” Balancing the immediate value they get from AdWords with “compelling brand experiences that tell a story,” one of MailChimp’s new focuses is building a strong brand presence on YouTube. “We’re in the process of investing in YouTube. I think the big opportunity there is that customers want and actually enjoy getting help by watching videos,” Tom says. “I’ve got a 13-year-old daughter. And if you ask a 13-year-old how to do anything, they just go to YouTube and look it up.”MailChimp has approximately 500 employees in Atlanta.link www.mailchimp.com
Zyrobotics Atlanta, Georgia
“The Internet has let the world know how good our products are.”Dr. Ayanna Howard, Founder & CTO20,000 downloads of Turtle Invaderslink www.zyrobotics.comDr. Ayanna Howard is an electrical engineering professor at the Georgia Institute of Technology and is formerly a researcher at NASA’s Jet Propulsion Lab. She focuses on robotics and assistive technologies, so a National Science Foundation program to train academics to think like business professionals naturally caught her attention. “I was not even thinking about starting a business,” Ayanna says. But she saw that there was a need for her expertise outside the lab, so she officially launched a Georgia Tech VentureLab spinoff company in 2013. Zyrobotics now develops mobile-accessible technologies, mainly for children with cerebral palsy, autism, and other challenges. “We focus on designing technology that all kids enjoy, and that happens to be accessible, so children with special needs don’t feel excluded.”
Zyrobotics’ games and apps include Turtle Invaders, Forest Fighter, OctoPlus for math, and a Social Robot Coach. Ayanna markets everything on the Internet using AdWords, Google’s advertising program. She saw the effect with the company’s first product, Zyrosky, after her own early marketing produced just 25 downloads. “I thought, ‘If we build it, they will come,’” she says, but soon realized she might need some help in getting the word out. After two weeks of using AdWords, the download total jumped to 500. Today, the numbers are in the thousands. “AdWords has let us expose what we have to the world outside of our ecosystem,” Ayanna says. She uses Google Analytics to help her make data-driven decisions that make her ads as effective as possible. Employees use Google Apps for Work, including Gmail, Google Drive, and Google Calendar, to operate more efficiently.
Today, Zyrobotics employs the equivalent of five full-time workers and markets apps and games worldwide. Ayanna often receives email from parents, such as a thank-you note from a mother whose daughter with ADHD was using OctoPlus to concentrate on doing her math. “This is a good thing,” Ayanna says. “My dream goal is designing both education hardware and software that is accessible to all kids.” And the Internet is helping her make that goal a reality.
20,000 downloads of Turtle Invaderslink www.zyrobotics.com