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From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011

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From landing pages to post-click marketing. Advanced strategies to help you increase your conversion rates from Scott Brinker (ion interactive) and Sally Lowerly (iContact).

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From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011

  1. 1. Marke/ngProfs
B2B
Forum June
2011 From
Landing
Pagesto
Post‐Click
Marke6ng Sco$
Brinker,
ion
interac/ve Sally
Lowery,
iContact h$p://www.postclickmarke/ng.com
  2. 2. A
Session
in
3‐Part
Harmony1. A
Post‐Click
Marke/ng
Heuris/c2. Why
the
Status
Quo
Won’t
Do
 (Case
Study)3. Late‐Breaking
News: Google
&
Landing
Pages
2011
  3. 3. CONTEXT CONTEXT CONTENT CONTENT CONVERSIONCONVERSION
  4. 4. >16%
conversion
rate
  5. 5. Why
Status
Quo
Won’t
DoSally
Lowery,
Director
of
Revenue
Marke/ng iContact
  6. 6. About
iContact• Leading
email
marke/ng
solu/on
for
small‐
to
 mid‐size
businesses• Offer
mul/ple
edi/ons
to
meet
today’s
 business
needs – Managed
and
self‐service – Professional
services
  7. 7. “One
Size
Fits
All”
Wasn’t
Working• Mul/ple
product
offerings• Road
block
with
one
offering• Fall‐off
and
disengagement
  8. 8. • Message
mis‐match• Mul/ple
streams
of
 conversa/on• Li$le
to
no
tes/ng
  9. 9. Landing
Experiences
That
Engage• Relate
Instantly• Dynamically
Respond• Ul/mately
Engage
  10. 10. Our
Plan
of
Ac/on• Reviewed
Performance – Declining
Conversion
Rate – Cost‐per‐acquisi/on
growing – Post‐click
fall‐off
  11. 11. Prepare• New
product
offering – Game
changer• Went
from
one‐form
to
two‐form/three‐step
 process – Maintain
CAN‐SPAM
compliance
  12. 12. 12 3
  13. 13. Isolate
Immediate
Impact• Text
ads/banner
crea/ve
map
to
landing
 experiences• Promote
mul/ple
offerings
based
on
persona/ business
pain• Create
op/miza/on
tests
on
product‐focused
 versus
brand
focused
  14. 14. Our
New
Online
Experience• Self‐segmenta/on
op/miza/on• Brand
vs.
product
crea/ve
tes/ng• Mul/ple
offerings
based
on
segmenta/on
  15. 15. Self‐Segmenta/on
  16. 16. Brand
Vs.
Product
  17. 17. Mul/ple
Offerings
  18. 18. The
Results• Maintain
stability
during
business
process
 changes – Reduced
the
poten/al
fall‐off
from
new
form
 process – Held
steady • CPC • CAC – Widened
net
for
funnel
  19. 19. Results• Gaining
valuable
insights
about
prospects – 5%
of
our
small
business
acquisi/on
spend
self‐ segments
to
our
larger
/ered
offerings – How
we
think
a
prospect
should
respond
isn’t
 always
how
a
prospect
DOES
respond
  20. 20. The
Results• Genera/ng
more
qualified
leads – Our
conversion
rate
of
prospect
to
customer
has
 increased
by
32%
within
our
trial
campaign
 strategy
  21. 21. Why
It
Works
for
Us• Captures
Data
Without
Being
Invasive
• Allows
for
be$er
campaign
strategy
from
first

 click
to
post‐conversion• 
Gives
us
be$er
intelligence
regarding
sales
 readiness
  22. 22. Late‐Breaking
News:Google
&
Landing
Pages
2011
  23. 23. A B
  24. 24. Best
Prac6ces
with
Google
Instant
Preview
for
Ads1. Design
ma$ers2. Message
match
 ma$ers3. Long,
page‐one
 forms
look
bad4. A/B
test
in
matched
 pairs
  25. 25. THANK
YOU Sco$
Brinker,
ion
interac/ve Sally
Lowery,
iContacth$p://www.postclickmarke/ng.com

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