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Operator
Good afternoon my name is Alyssa and I will be your conference operator. At this time, I would like to welcome everyone to the Workiva Q2 2015 results conference call.
(Operator Instructions)
Adam Rogers you may begin.
- Senior Manager of IR
Thank you, and good afternoon everyone. Welcome to the Workiva second quarter 2015 earnings conference call. This afternoon we'll begin with comments from Chairman and Chief Executive Officer, Matt Rizai; followed by Executive Vice President, Treasurer and Chief Financial Officer, Stuart Miller. And then, we'll turn the call over to questions. Also on the line today are Marty Vanderploeg, President and Chief Operating Officer; and Mike Sellberg, Executive Vice President and Chief Product Officer.
A replay of this call will be available until August 12. Information to access the replay is listed in today's press release, which is available on our website under the Investor Relations section. As a reminder, today's conference call is also being broadcast live via webcast.
Before we begin, I like to remind everyone that during today's call, we will be making forward-looking statements regarding future events and financial performance, including guidance for our third quarter and full FY15. These forward-looking statements are subject to known and unknown risks and uncertainties. Workiva cautions that these statements are not guarantees of future performance.
All forward-looking statements made today reflect our current expectations only. And, we undertake no obligations to update any statement to reflect the events that occur after this call. Please refer to the company's annual reports on Form 10-K, and quarterly report on form 10-Q, for factors that could cause our actual results to differ materially from any forward-looking statements.
Also during the course of today's call, we will refer to certain non-GAAP financial measures. Reconciliations of non-GAAP to GAAP measures, and certain additional information, are also included in today's earnings press release. And with that, we'll begin by turning the call over to our chairman and CEO, Matt Rizai.
- Chairman & CEO
Thank you, Adam. And, thanks to everyone for joining us today, to discuss our second quarter 2015 results. We delivered strong second quarter performance, generated revenue and operating loss results that beat our guidance range. Total revenue for the quarter was $34 million, an increase of 28% over Q2 of 2014. With subscription and support revenue up 28%, and professional services revenue up 29% year over year.
Overall, our Q2 results show continued strong demand for Wdesk. Investment in sales and marketing, and enhancements in Wdesk technology, are not only driving new customer wins, but also increasing the average subscription and score contract value across our total customer base. Our first half of 2015 results, combined with our strong and growing pipeline of new business opportunities, gives us the confidence to again raise our full-year 2015 revenue guidance, which Stuart Miller will discuss later in the call.
In Q2, we continued to add new Wdesk customers for SEC reporting, as Wdesk has become that market's best practice. We also saw strong demand for our non-SEC use cases, which are driving not only new customer wins, but increasing our ability to add speed and solutions within our existing customer base. We are encouraged by the demand for our Sarbanes-Oxley, or SOX, compliance solution. And, we continue to believe we have a significant runway for expansion in this market.
As you may have read in our press release yesterday, more the 200 companies now use Wdesk for SOX compliance. Enhancements to our platform over the several months help drive Wdeck's adoption for SOX. These enhanced features include task and evidence management, data collection, flowcharts, visualizations, dashboards, audit trails, [tempses] and expanded mobile compatibility.
We are also extremely pleased that the unique capabilities of Wdesk, and the SOX market are attracting new users to our platform pool work in the areas of governors, risk and compliance or GRC, including related policies and procedures, audit, and risk and controls management. This is another great example of how Wdesk is expanding across our customers organizations.
On the management reporting side, our customers continue to discover new use cases for Wdesk. For example, new use cases for management reporting this quarter include W.R. Grace using Wdesk for sales compensation planning and to manage foreign tax provisions. Fitbit using Wdesk within it's sales organization, to sign off on a failed [ethic] letter. Field Partners using Wdesk to track corporate time sheets from multiple subsidiaries. And the large media company uses Wdesk to track information related to severance packages.
The insurance sector is another great example of Wdesk expansion. Many of our insurance customers began using Wdesk for one or two business processes. But now, more than 100 insurance companies use Wdesk to improve efficiencies and reduce risk across multiple business processes, such as statutory reporting, audit financials and footnotes, product contract filings, model audit rule reports and ORSA, which stands for Own Risk and Solvency Assessment.
The Wdesk risk solution continues to expand across other financial service companies. We help customers with regulated risk, which includes mandated reports to government agencies. And, we help customers with enterprise risk management, which includes internal controls and management functions. For example, one banking customer started using Wdesk for Comprehensive Capital Analysis and Review, or CCAR, reporting to the Federal Reserve.
They soon added other risk processes to Wdesk, including peer incentive analysis, executive summaries, monthly capital reporting, benchmarking and industry analysis, and capital planning committee presentations. They also added recovery and resolution plans using Wdesk. And now, different teams across the bank rely upon centralized, linked Wdesk workbooks for a single source of its data.
You also may have read that we recently released the results of a Total Economic Impact study by Forrester Consulting, that shows a Wdesk ROI of 187% at a major airline carrier. Over a three-year period, the airline spent just over $140,000 on Wdesk. But, recognized more than $404,000 in total benefits and cost savings.
While the airlines significantly improved efficiency by reducing the process to create and review it's 10-K report by three weeks, and it's 10-Q report by two weeks. The largest cost savings and benefits of Wdesk were for non-SEC solutions, including reducing the cost of internal management reporting, simplifying sustainability data collection, and benefiting from clause-based security protections of Wdesk.
We are looking forward to hosting more than 1,000 attendees at our fourth annual User Conference, September 14-17, in Orlando Florida. We are offering more than 50 sessions on a wide range of topics, including SOX and SEC compliance, risk mitigation, XBRL training, collecting and managing unstructured data, and advanced Wdesk features.
In summary our second quarter was strong. The adoption of Wdesk continues to gain traction with both new and existing customers. And, our sales pipeline continues to build. The breadth of Wdesk use cases enables us to engage our customers in multiple ways, and it helps drive our expansion activity. We believe our value proposition is resonating in the marketplace. And, we are well positioned to achieve our operating and financial objectives for 2015 and beyond.
With that, let me turn it over to Stuart Miller. Stuart?
- EVP, Treasurer & CFO
As Matt discussed, we had strong results in the second quarter. We have a growing pipeline of new business opportunities that should position us well for the second half of 2015. In the second quarter, we generated total revenue of $34 million, an increase of 28.1% from the second quarter last year. Breaking out revenue by reporting line item, subscription and support revenue was $28.1 million, up 27.8% from Q2 of 2014. 57.4% of the SNS revenue increase came from new customers added in the last 12 months. The remaining 42.6% of the increase came from deeper penetration of our existing customer base.
The average contract value of subscription and support from all customers, continued to increase. Professional services revenue was $5.9 million, an increase of 29.4% from the second quarter of 2014. Higher customer count and services for additional use cases accounted for most of the growth. When comparing results from sequential quarters, please recall that Q1 is our seasonal peak for professional services revenue, due to higher demand for services associated with the preparation of 10-K and proxy statements.
Turning to our supplemental metrics. We ended the second quarter with 2,390 customers. A net increase of 287 customers from Q2 of 2014. And, a net increase of 100 from Q1 of 2015. Our subscription and support revenue retention rate, excluding add-ons, was 96.3% at the June 2015 measurement date, up from 95.9% in March 2015.
Customers being acquired or ceasing to file SEC reports, once again accounted for over half of the revenue attrition. Including add-ons, our subscription and support revenue retention rate was 108.4% at the June 2015 measurement date, compared with 105.8% in March 2015. Continued success by our farmer teams in selling additional use cases, with higher annual contract values to our existing accounts, is having a positive impact on our revenue retention rate.
Moving down the income statement, I will talk about our results before stock-based compensation. In other words, on a non-GAAP basis. Please refer to our press release for a reconciliation of our non-GAAP and GAAP results. Gross profit was $24.4 million in the second quarter, up 30.2% from the prior-year period. And, represented a gross margin of 71.8%, compared to a gross margin of 70.7% in the second quarter of 2014.
Now, breaking out gross profit. Subscription and support gross profit was $22.6 million, representing an 80.5% gross margin on subscription revenue, compared to $17 million, or a 77.5% gross margin in the second quarter of 2014, reflecting operating leverage in our model. Our customer success teams continue to be more efficient.
Professional services gross profit was $1.8 million, a 30.3% gross margin. Compared to $1.7 million, or a 37.6% gross margin, in the same period last year. We have increased both FTEs and cash compensation over the past year, in order to handle the growing demand for services around our new use cases.
Turning to operating expenses. Research and development expense in the second quarter was $11.8 million, an increase of 13.3% from $10.4 million in the prior-year second quarter. The increase in our R&D expense was due to higher compensation, and additional staff, to further strengthen and enhance our technology platform. Sales and marketing expense increased 27.2% over Q2 of 2014, to $15.9 million, driven by additional head count and cash incentive compensation. We remain on track with our plan to expand our quota-carrying sales team by 25% to 30% in 2015.
In Q2, we also expanded our investments in our marketing and advertising programs, to improve market and brand awareness of both Wdesk and Workiva. In September, we will host our annual Tech User conference again. The majority of the expense of this conference will hit in Q3, causing an increase in our sales and marketing expenses, relative to Q2. So, Q3 is a seasonal high point for marketing expenses for Workiva.
General and administrative expenses were $4.6 million in Q2, an increase of 24.4%, compared with $3.7 million in the second quarter of 2014. Driven by costs of being a public company, together with increased compensation software and support fees. Our G&A expenses in the second quarter were actually lower than we projected. Largely due to timing of consulting and professional fees, which we expect to recognize in the second half of 2015.
Operating loss was $8 million in the second quarter of 2015, similar to 2014's second-quarter operating loss of $7.9 million. Net loss was $8.4 million for the second quarter of 2015, essentially flat when compared to the net loss in the second quarter of 2014. Net loss per share was $0.21 in the second quarter of 2015, compared to $0.26 net loss in the prior-year period.
Turning to our balance sheet and our statement of cash flows. At June 30, 2015, we had cash and equivalents of $86.4 million, a decrease of $3.5 million, compared with March 31, 2015. Net cash used in operating activities was $2.6 million in the second quarter of 2015. Regarding change in deferred revenue, as you may remember from previous calls, we cut incentives for long-term prepayments from customers, in order to capture more margin. And, we continue to implement that plan.
As a result, our long-term deferred revenue declined $2.3 million from the first quarter of 2015. Offsetting this decline was an increase in current deferred revenue of $4.8 million, over the prior quarter. Which was comprised of a $3.4 million rise in subscription support deferred revenue. And, a $1.4 million increase in professional services deferred revenue.
As I indicated on the call last quarter, we began standardizing around one year contracts with new customers, in Q2. Going forward and starting in Q3, we are shifting contract renewals from existing customers to a one-year term. About 60% of existing contracts are now quarterly auto-renew. Our plan is to transition a substantial majority of these quarterly contracts, to an annual maturity, over the next 24 months.
Turning to our guidance for 2015. Our guidance on a non-GAAP loss from operations, and non-GAAP loss per basic share, excludes the impact of stock-based compensation. Please refer to our press release for a reconciliation of our non-GAAP and GAAP guidance.
For the third quarter of 2015, we expect total revenue to range from $35.1 million to $35.6 million. We expect non-GAAP operating loss to range from $14.1 million to $14.6 million, with GAAP operating loss in the range of $17.2 million to $17.7 million. We expect non-GAAP net loss per share to range from $0.36 to $0.37, with GAAP loss per share in the range of $0.44 to $0.45. Our loss per share guidance assumes 40 million basic and diluted shares outstanding.
Our guidance for the full FY15 is as follows. We are raising our revenue guidance to a range of $141.5 million to $143 million. We continue to expect non-GAAP operating loss to be in the range of $36 million to $38 million, and GAAP operating loss to range from $47 million to $49 million. We expect non-GAAP net loss per share to remain in the range of $0.90 to $0.95.
Finally, we still expect GAAP net loss share to range from $1.17 to $1.22 per share. Our loss per share guidance for the full year also assumes 40 million basic and diluted shares outstanding. In summary, Workiva posted another strong quarter. Demand remains robust for our solutions. And, we remain focused on executing our growth plan to capitalize on our multi-billion dollar market opportunity.
With that, we will now take your questions. Operator, we are ready to begin the Q&A session.
Operator
(Operator Instructions)
Michael Nemeroff, Credit Suisse.
- Analyst
Thanks for taking my questions and nice job on the quarter. Just curious, on how the velocity of sales into existing customers are going. A big part of the story, as investors understand it, is that cross-sell of use case into the existing base. Are you seeing that your salespeople are going back, sooner, to the existing customer well? And, any anecdotal or quantitative metrics on that would be helpful, and then I have a follow-up, please.
- Chairman & CEO
We have a sales group that focuses on our current customers. And, they sell various different capabilities, and also SOX. And, we bring a lot of that. We're seeing a very encouraging trajectory on how our current customers are responding to our Wdesk capabilities, to be able to use it for various different use cases, as I mentioned in my talk. As well as, we're seeing a very healthy and predicted expansion on the SOX, within our current customer base.
- Analyst
Thanks, Matt. And, maybe for you or Marty, if you could maybe just discuss how you're seeing sales productivity during the quarter, and how you expect that to trend over the next couple of quarters.
- Chairman & CEO
Marty do want to take that?
- President & COO
Sure, I will take that. We are seeing a -- Obviously, as we invest in new sales people, it takes them a while to ramp up. But certainly, the people that we are training to sell the additional use cases into our customer base, we are seeing those people become more efficient, quarter over quarter. The things they sell, they have a number of things they have to sell. So, there is a learning curve, but we are definitely seeing that improve.
- Analyst
Thanks, Marty. And then, Stuart, if I may. The gross margin and the subscription gross margin, a little bit better than what we were expecting. Is there any reason to net that subscription gross margin should fall back below 80%, over the next couple of quarters?
- Chairman & CEO
Probably not. Probably don't expect it to fall back.
- Analyst
Okay. Thanks very much for taking my questions.
- Chairman & CEO
Thank you, Michael.
Operator
Stan Zlotsky, Morgan Stanley.
- Analyst
Good afternoon and thank you for taking my question. Just looking through the 10-Q very quickly. It looks like you added 80 heads in the quarter. Nice number of adds there. How are you trending to your overall goal, and pace of hiring, as we are progressing through the year?
- Chairman & CEO
We are pretty much right on track in terms of hiring, in all different parts of the organization. We're pleased about the performance the we are seeing, as we predicted for the year.
- Analyst
And, as that relates to sales and marketing, the target of 25% to 35%, are you still on track for that?
- Chairman & CEO
Yes, we are on track for that.
- Analyst
Okay, great. And then, also, just checking in on the number of customer adds in the quarter. It looks like, quarter on quarter, added a net of about 100 customers, a very strong result. Anything specific to point out there, what drove the strength? Was it some pent-up demand from Q1 maybe?
- Chairman & CEO
Part of it, also, was that we -- at least our customer acquisition had a less affect, within the context of the M&A world. So, I think we had less churn, at least on our side, from an M&A that we did in Q1. And on top of it, it's kind of a pent-up demand that starts from Q1, and continues on.
- Analyst
Okay. And then, just last one for me. On current billings, it looks like a very nice number that you guys put up in Q2 for that. Was there any benefit to the Q2 number, for current billings, from your migration to more annual prepayments?
- Chairman & CEO
A little bit. Because, again, we were just focused on -- the migration was just for new logos. And so, a pretty decent percentage of the new logos, for certain use cases in particular, were one year. So, that definitely helped. But no, there were no conversions of existing customers in that number.
- Analyst
Okay, got it. That's it for me. Thank you.
Operator
Jeff Houston, Northland Securities.
- Analyst
Thanks for taking my question.
I'll start off with looking at the new SOX clients that were added in the quarter. Were most of them cross-sell wins to SEC filing clients? And, how many of those were brand-new clients versus cross-sell wins?
- Chairman & CEO
You are kind of muffled. Can you repeat your question please?
- Analyst
I apologize. I'm curious about how many of the new SOX clients were cross-sell wins versus brand-new clients.
- Chairman & CEO
We don't really split that off in, general. But, a majority of the SOX clients that we got were from our current customers, which is by design. We do have a sales organization who goes and communicates, and tries to sell the platform to them. But, we don't specifically break it out in terms of percentage or number, between customer or non customer SOX acquisitions.
- Analyst
Okay, great. And, looking at the competitive landscape, has there been any exchanges? In particular, from the incumbent SEC vendors, such as RR Donnelley? I know they have an online app that seems to try to mimic some of what Wdesk does. Have you seen any competitive noise? Are they making any headwinds? Or, is it still too little too late.
- Chairman & CEO
Mike, do you want to answer that?
- EVP & Chief Product Officer
This is Mike. I would say it is in the too little too late category. But, we still face competition from those guys. They've tied to add software to the mix. But, we haven't seen, really, any real threat from their software solution there. So, I would say it's pretty status quo on the competition in the SEC space.
- Analyst
Got it. Last question for me is for Stuart. It sounds like sales and marketing are going to spike a bit in the third quarter for the User Conference. What is the expected cost of that User Conference?
- Chairman & CEO
About $4 million.
- Analyst
Got it. Okay, thank you.
- Chairman & CEO
Thank you
Operator
Tom Roderick, Stifel.
- Analyst
Hi, gentlemen, good afternoon. I apologize for a little bit of background noise here. Let me know if you can't hear me.
I wanted to follow up on Michael's earlier question, regarding some of the upsell effort, particularly around Sarbanes-Oxley. I'm really curious what you're doing in terms of aggression sales training, particularly back to the farmer crowd with respect to training those reps on the Sarbanes-Oxley solution. And, when you get past SOX, which one or two other solutions are you seeing the most demand for, from the upsell perspective, from the install-based community?
- Chairman & CEO
Let me start with that, and then Marty can follow up with that on the answer. That's a good question, like all the other questions. First of all, we had a very focused training for all of our sales teams. So, we don't really single out only one team, or the other team, we don't favor them. One of the reasons that we really offer to sales people who come and work for us, is that it is very important for them, obviously, to have a great product and great customer reference. But, as well as training.
We do a lot of training. And we spend a lot of in-person, as well as with digital assets, we continually train our sales organization. And, obviously, SOX is one area that we see our customers resonating. But, as I mentioned in my talk at the beginning, that we're seeing a lot of other use cases that resonating with the enterprises. Marty, do you want to add anything on that?
- President & COO
Sure. Certainly the thing that we've -- the different use cases that we see starting to get more traction, certainly, is in the management reporting, or internal reporting area. We're seeing companies, as they get used to the SEC solution, the internal folks start to see what they are doing. And, that is starting to pick a momentum.
The other thing is in the general risk area. We do several different things in the risk markets, itself. And, we are starting to see those also picking up. To Matt's point, we've really spent a lot of effort training both the customer teams and the new direct teams for non customers into SOX. And now, we are starting to move into putting together more structured training for these other things that look quite promising.
- Chairman & CEO
Mike, do you want to add anything?
- EVP & Chief Product Officer
Yes, I want to add we are already seeing some really good early trends in up-sell from the initial SOX sale, into audit groups. Into the internal audit at these companies. So, we're seeing things like risk assessments, audit planning and audit fieldwork that extends out of the initial SOX group, into the audit department, as well.
- Analyst
That is great. Great feedback. Matt, I want to up follow up on the earlier question, too, about the pace of sales hiring sales force. So, I appreciate the data point that you're on track for 25% to 30% growth. Can you go into a little bit more detail, with respect to the construction of how you're looking to add those hires? So in other words, layering them in evenly across hunters and farmers.
What are you doing on the indirect side of the business? Or, I should say the inside sales rep side of the business for lead generation. Can you talk a little bit more about how you want to build that team out this year? And strategically, what that does for you?
- Chairman & CEO
First of all, on all different parts of the sales organization, we're hiring. Obviously, we have a group that does nothing but farms. We have a group that really farms, and goes after current customers. And, we have people who are a business development group that sets up meetings for the hunters and sales organization. And then, we also have inside sales people that were put together. That allows us to be able to sell the appropriate pricing seats and platform to the right people.
From our point of view, in all of those areas that we're trying to hire the number of people that we're looking at. And, we're pretty pleased about our hiring efforts, so far. And that strategically, I think that at the end of the day, we are focusing on two things. One is to make sure that we are on track with our hiring the salespeople. And number two is, we're also making sure that our salespeople learn quickly and start producing. So that, we have a good and expected sales productivity in our sales organization.
- Analyst
Got it, thanks. That's it for me. Thank you very much.
- Chairman & CEO
Thank you
Operator
Steve Ashley, Robert W. Baird.
- Analyst
Thanks so much.
I'm going to circle back and actually ask, maybe, a different variation of some of the same questions people have been asking around SOX. When we look at the initial deal size of a SOX deal, versus SEC, maybe you could comment on that and remind us. And then, separately, I think it is my understanding that those SOX deals can actually land and expand. And while you've just talked about the fact the you can land with SOX, and that leads you to other contiguous markets. Does the SOX deployment itself increase? And, do you see follow on deals there, after you initially land it?
- Chairman & CEO
Marty, why do you start that? And Mike, you can also chime in. Marty?
- President & COO
Sure. The first thing you asked about was the SOX deal size. And, that has been a real pleasing thing for us, that we have seen that grow faster than we anticipated. That has been a very positive things for us. The second thing, about the add-ons, is we definitely see larger and faster add-ons, in this market. Of course, our data set is still fairly small. But, we are definitely seeing companies come back and want seats sooner, and want more seats.
- Analyst
Terrific. I would like to ask a question. This is probably for Mike, and it has to do around the new products. And, you talk about Evidence Manager. And, I know you talked about Task and Event Manager. Are there other new products in the pipeline that we may see coming out here in the second half the year?
- EVP & Chief Product Officer
Yes, we've got a pretty active pipeline there. We're going to be announcing at our annual User Conference, a couple of new key capabilities for our existing customers, and new logos. So, we're kind of keeping those under wraps until we can do that first with our customers.
- Analyst
And maybe, in general terms, will these new capabilities help you in the SOX market? Or, do they help you push into management reporting a little more? Just in general, can you give us any flavor on that?
- Chairman & CEO
As I mentioned at the beginning too, is that, what is kind of exciting us more and more, as we see our customers or companies are using for their SOX solutions. And, there are so many different aspects that they look at. Then, we start seeing it getting into their more GRC side of the business.
So, we're seeing quite a bit of an expansion, not only on the SOX side, but what we thought was, and which was true, that SOX allows us to get a lot of exposure in various different parts of the organization, and, not only that we're seeing that, but, we're seeing it in a very interesting way, that our customers are using SOX capabilities, and other capabilities, and Wdesk is being used quite a bit by our customers. Mike, you want to add on that?
- EVP & Chief Product Officer
I would just echo that I think the GRC and enterprise risk management space, SOX is a very nice beachhead into those broader areas. I mentioned the audit earlier. There is a lot of interconnections between audit and the risk departments and other areas.
As I mentioned, we are seeing our customers use Wdesk for, as I mentioned before, audit planning and risk assessments on the audit side. We're also seeing risk appetite statements, KRI dashboards, several use cases in more enterprise risk management, and risk groups, as well. Including, reporting to risk committees and monthly reporting, that includes both financial and risk data.
- Analyst
That is helpful color, thanks very much.
- Chairman & CEO
Thank you, Steve.
Operator
(Operator Instructions)
Terry Tillman, Raymond James.
- Analyst
Hey. Good afternoon.
My list of questions that I could ask continues to dwindle. But, there are a few left.
The first question, Stuart, for you. You talked about the higher annual contract value. What I'm curious about, what are some of the components of that, if you could stack rank what is most relevant. First, in terms of are you having some price increases on like-for-like functionality? Or, is a bigger benefit to that higher annual contract value at renewal from expansion of seats or additional products?
- EVP, Treasurer & CFO
So, it is all the above. I would say, if you were to rank them, I would say that the larger contract value on new solutions, and sometimes new customers, is probably the most important factor there. I think that price increases are in there. But, they are not driving that number up the way the higher annual contract value, and new customers and new solutions, is.
- Analyst
Okay. And what I'm curious about is, as you were to take the customer base that is on the quarterly auto renewal, and move them to something that's more of an annual renewal, or an annual prepay. Are you making any assumptions around, maybe, some increased attrition? At least from a customer standpoint? Some folks might push back. How do think about that transition? Or, do you think that you wouldn't really see any impact to retention rates?
- EVP, Treasurer & CFO
You can imagine, we are managing that pretty carefully, which is why I mentioned a 24-month period for rolling this out. There are -- We've got almost 3,400 customers and 3400 contracts. And, they mature at different times. Or, they come up for renewal at different times. And, we have other issues to tackle with renewals, than just whether they are quarterly or annual prepay. So, each customer we look at on a customized basis. But, we certainly take into account elasticity of demand there.
- Analyst
Okay. And just the last question. You all talked about this last quarter, on the last quarter call, in terms of increased brand investment starting in the second quarter. And, you did mention that that was part of the makeup of the sales and marking this quarter. I know that is not going to convert right away into some of the new customer adds in 2Q.
But, anything you can offer up in terms of some of the benefits? Is there ROI you see from some of these brand investments? Whether it is more leads. Whether it is more prominent mentioning by industry association. Just anything at all we could understand on how you are getting a payback from these marketing investments, thanks.
- Chairman & CEO
One other thing before I turn it -- I think Mike's going to answer that. Before I do that, I think I misspoke and said 3,400 customers. It's actually 2,400 customers, which is in the prepared remarks. Sorry. Mike, you want to talk about the ROI from the marketing advertising spend?
- EVP & Chief Product Officer
Yes, I think you have to break down the different categories. We focus a lot of our spends on our website and different digital acquisition type tactics. If you want strategies, we have very high ROI from things like webinars, and email blasts with partners like Compliance Week.
Those are typically things that are pretty easy to measure, as far as leads coming in and moving through the opportunity pipeline. Then, as you move towards things like advertising and different types of media. Those get a little tougher to measure, tend to be a little more expensive. But are, again, very important for overall awareness. But, it's a little harder to connect directly to sales outcomes.
- Analyst
Thanks.
- Chairman & CEO
Thanks
- Senior Manager of IR
In closing, I want to thank you for joining us today. And, operator you may now end the call.
Operator
Thank you. This concludes today's conference call. You may now disconnect.