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Growth Quiz
+
The New Art of Assisted Conversions
& Drip Campaigns
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 1
Which has 2x faster audience growth and 3x the mon...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 1
Which has 2x faster audience growth and 3x the mon...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Mobile Web Growth (Comscore)
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
B2B & Consumer products
both need multi-platform
reach & attr...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 2
Which drove 37% more conversions (lead form submis...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Answer
Which drove 37% more conversions (lead form submission...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Know your buyers
They may not be anything like you!
“They wan...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 3
Which Facebook Ad had a higher conversion rate?
A B
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Answer
Which Facebook Ad had a higher conversion rate?
A B
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Growth Takeaway
Spend less

Increase reach while spending les...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 4
In an A/B test of main nav, changing “Features” to...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 4
In an A/B test of main nav, changing “Features” to...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Tactical Growth Works
Small changes really do add up

Simple ...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Art of Assisted Conversions
Assisted Conversions are
interact...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Why is this Important?
Traditional conversion rates don’t pai...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 5
Out of 135 recent form submissions, how many were ...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 5
Out of 135 recent form submissions, how many were ...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Assists by Channel / Source
Channels Source/Medium
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 6
Out of 59 assists, how many can we attribute to ou...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 6
Out of 59 assists, how many can we attribute to ou...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Assists from Blog
43% of conversions were
assisted (59 of 135...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Our takeaways
Spend a lot more effort on blogging for 2 key r...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Scaling Cold Email
Creating highly personalized cold emails t...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 7
What subject line had an 80% open rate in a recent...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 7
What subject line had an 80% open rate in a recent...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Traditional
One off emails 

(no tracking)
Batched, Personali...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
New Methods
Fully automated campaigns from 1st through last s...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Build Segments & Messages
Project / Account

Leads
Directors ...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Segment 1: Project / Account Leads
Direct
Tactical
CTA is nex...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Segment 2: Directors and above
Appropriate Person
Ask Permiss...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Build Follow Ups
Craft all follow ups in advance



Have a CT...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Considerations
A/B test subject lines
How many follow ups wil...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Contributions to open rate
Right subject line (A/B tested 3):...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Our takeaways
Increase the throughput of sending each month >...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
THANK YOU!
Quiz: http://bracketeers.com/scale
Slides: http://...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Tools Used
Here are some of the tools mentioned in my talk.
O...
Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Prospecting
Step 1) We started prospecting manually by finding...
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Learn tips and tricks for B2B and consumer growth by diving deep into assisted conversions, then learn some elements of cold emailing we've been trying and having some success with.

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LAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip Campaigns

  1. 1. Growth Quiz + The New Art of Assisted Conversions & Drip Campaigns
  2. 2. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 1 Which has 2x faster audience growth and 3x the monthly reach than others? A) Desktop Web B) Mobile Web C) Native Apps Submit your answer: bracketeers.com/scale
  3. 3. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 1 Which has 2x faster audience growth and 3x the monthly reach than others? 
 A) Desktop Web B) Mobile Web C) Native Apps
  4. 4. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Mobile Web Growth (Comscore)
  5. 5. Craig Zingerline @craigzingerline | Bracketeers @bracketeers B2B & Consumer products both need multi-platform reach & attribution Growth Takeaway
  6. 6. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 2 Which drove 37% more conversions (lead form submissions)? A) Pricing B) No Pricing
  7. 7. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Answer Which drove 37% more conversions (lead form submissions)? A) Pricing B) No Pricing
  8. 8. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Know your buyers They may not be anything like you! “They want to sit back at their Dell desktop, and get a demo 
 in their grey felt cube.” 
 Jason Lemkin (SaaStr)
  9. 9. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 3 Which Facebook Ad had a higher conversion rate? A B
  10. 10. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Answer Which Facebook Ad had a higher conversion rate? A B
  11. 11. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Growth Takeaway Spend less
 Increase reach while spending less by A/B testing & killing underperforming ads quickly. Possible tests: 
 -A/B testing 2 different images (same text)
 -A/B testing 2 different text versions (same image)
 -A/B testing Facebook image vs text ad posts Unless you are an expert, stay away from multi-variant tests!
  12. 12. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 4 In an A/B test of main nav, changing “Features” to “Benefits” did what to the nav item click rate? A B C 42% higher click rate Almost no change42% lower click rate Submit your answer: bracketeers.com/scale
  13. 13. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 4 In an A/B test of main nav, changing “Features” to “Benefits” did what to the nav item click rate? A B C 42% higher click rate Almost no change42% lower click rate
  14. 14. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Tactical Growth Works Small changes really do add up
 Simple change resulted in +42% CTR to 
 benefits, and more demos and more sales Tests to try
 Test colors & size 
 Test text variations
 Try different placements ???
  15. 15. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Art of Assisted Conversions Assisted Conversions are interactions a user has with your website that lead to a conversion*
 
 *but not the last interaction before converting For example
 How much does my blog assist in driving conversions?
  16. 16. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Why is this Important? Traditional conversion rates don’t paint whole picture Most users visit multi times before purchase/download/ sign-up Don’t assume you know what channels work!
  17. 17. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 5 Out of 135 recent form submissions, how many were assisted? A B C 21 (16%) 7 (5%)59 (44%) Submit your answer: bracketeers.com/scale
  18. 18. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 5 Out of 135 recent form submissions, how many were assisted? A B C 21 (16%) 7 (5%)59 (44%)
  19. 19. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Assists by Channel / Source Channels Source/Medium
  20. 20. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 6 Out of 59 assists, how many can we attribute to our Blog? A B C 38 (64%) 25 (42%)5 (8%) Submit your answer: bracketeers.com/scale
  21. 21. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 6 Out of 59 assists, how many can we attribute to our Blog? A B C 38 (64%) 25 (42%)5 (8%)
  22. 22. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Assists from Blog 43% of conversions were assisted (59 of 135) 42% of those from Blog
 (25 of 59)
  23. 23. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Our takeaways Spend a lot more effort on blogging for 2 key reasons: 1) Blog is only 10% of our current traffic but 42% of assists! 2) Increase in blog traffic == many more conversions! What can you uncover through looking at assisted conversions?
  24. 24. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Scaling Cold Email Creating highly personalized cold emails that 
 get opened, are read, and drive results at scale.
  25. 25. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 7 What subject line had an 80% open rate in a recent sales campaign? A B C “Ideas for expanding online engagement for 
 your athletic programs” “Generating buzz 
 with Brackets! “Boosting fan engagement before, during & after games” Submit your answer: bracketeers.com/scale
  26. 26. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Question 7 What subject line had an 80% open rate in a recent sales campaign? A B C “Ideas for expanding online engagement for 
 your athletic programs” “Generating buzz 
 with Brackets! “Boosting fan engagement before, during & after games”
  27. 27. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Traditional One off emails 
 (no tracking) Batched, Personalized Batched Follow-up 
 (based on action) Most have manual steps after 1st send
  28. 28. Craig Zingerline @craigzingerline | Bracketeers @bracketeers New Methods Fully automated campaigns from 1st through last send i.e. initial email plus 4 follow ups Custom segments & Personalization Prospects who reply removed from follow ups
  29. 29. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Build Segments & Messages Project / Account
 Leads Directors and above Decision MakersOn the ground Segment 1 Segment 2 Initial Bump 1 Bump 2 Bump 3 Bump 4 Initial Bump 1 Bump 2 Bump 3 Bump 4 Messages Messages
  30. 30. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Segment 1: Project / Account Leads Direct Tactical CTA is next step in funnel
  31. 31. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Segment 2: Directors and above Appropriate Person Ask Permission Get intros
  32. 32. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Build Follow Ups Craft all follow ups in advance
 
 Have a CTA in every email Add value in every email
 
 Be respectful
  33. 33. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Considerations A/B test subject lines How many follow ups will I send?
 How many days apart? Weekends or no? When are my leads online? (Optimal send time)
  34. 34. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Contributions to open rate Right subject line (A/B tested 3): 
 “Ideas for expanding online engagement for your athletic programs”
 Frequency: 5 total sends, each 4 days apart Time of Day: 10AM PST (when prospects are online) Also see great open rate w/First Name in subject line
  35. 35. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Our takeaways Increase the throughput of sending each month >1000 We’re getting very strong opens Getting high number of demos Seeing interest after campaigns over
  36. 36. Craig Zingerline @craigzingerline | Bracketeers @bracketeers THANK YOU! Quiz: http://bracketeers.com/scale Slides: http://blog.bracketeers.com/launchscale-2015-slides/ Tweet @craigzingerline or email craig@bracketeers.com with any questions. I’m always happy to help in any way I can.
  37. 37. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Tools Used Here are some of the tools mentioned in my talk. Optimizely Unbounce A/B Testing Sales Automation Toutapp Sendbloom Outbound.io Crazyegg Heat MappingAnalytics Mixpanel Google Analytics KISSMetrics
  38. 38. Craig Zingerline @craigzingerline | Bracketeers @bracketeers Prospecting Step 1) We started prospecting manually by finding leads on websites, social media and LinkedIn. At first we sent emails manually. We learned what worked and didn’t work before moving to step 2. Step 2) From there, we engaged Bryan at quickreach.io (bryan@quickreach.io) for lead prospecting and qualification. His company is solving the problem founders face around lead generation and he delivers leads in bulk using a variety of methods that we plug into SendBloom. Contact him and let him know I referred you if you’re looking for help!

Learn tips and tricks for B2B and consumer growth by diving deep into assisted conversions, then learn some elements of cold emailing we've been trying and having some success with.

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