Advanced Online Marketing Analytics & Behavior-Triggered Lead Nurturing

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Join Kuno Creative's Chris Knipper (CEO) and John McTigue (EVP) as they present results from our first 30 days experience using the very latest marketing automation tools and advanced lead generation strategies.

Highlights:

-Which landing page designs get the highest conversion rates?
-What are the best pathways and the biggest bottlenecks in your website?
-What are the hidden barriers to converting visitors to leads?
-What events should immediately trigger a response and how to respond?
-How to better manage your sales funnel via marketing analytics

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  • So far we’ve talked about fine tuning the funnel
  • Advanced Online Marketing Analytics & Behavior-Triggered Lead Nurturing

    1. 1. Twitter: #KunoLeads Turn Visitors into Customers with Advanced Landing Pages, Behavior-Driven Communications & Advanced Marketing Analytics
    2. 2. Turn Visitors into Customers <ul><li>3 Definitions </li></ul><ul><li>Question Your Assumptions </li></ul><ul><li>Past Options for A/B Testing </li></ul><ul><li>New Landing Page Strategies </li></ul><ul><li>Identifying What to Track on Your Marketing Channels </li></ul><ul><li>Examples of How We Started Using It Over the Past 30 Days </li></ul><ul><li>Questions & Answers – John & Chris </li></ul>Chris Knipper CEO @chrisknipper John McTigue EVP @jmctigue Twitter: #KunoLeads kunocreative.com
    3. 3. 3 Definitions Twitter: #KunoLeads kunocreative.com Advanced Landing Pages Behavior Driven Lead Nurturing Optimize your landing page conversion rates with A/B testing . “ Trigger cross-channel communications via email, mobile, and social channels based on user behavior.” Advanced Marketing/Lifecycle Analytics Monitor how leads move through your website and track performance and revenue across all your channels, including social media, mobile, email, & web.
    4. 4. Question Your Assumptions <ul><li>Getting Found </li></ul><ul><li>Influences </li></ul><ul><li>Volume -> Velocity </li></ul><ul><li>Revenues $$$ </li></ul>Twitter: #KunoLeads kunocreative.com
    5. 5. Landing Page or Advanced Landing Pages? <ul><li>Non-Integrated Third Party Applications </li></ul>Twitter: #KunoLeads <ul><li>Time Consuming </li></ul><ul><li>Advanced Skills Required </li></ul>Twitter: #KunoLeads kunocreative.com
    6. 6. Advanced Landing Pages Twitter: #KunoLeads kunocreative.com
    7. 7. Advanced Marketing / Lifecycle Analytics Twitter: #KunoLeads kunocreative.com
    8. 8. New Options for A/B Testing Twitter: #KunoLeads kunocreative.com
    9. 9. Behavior-Triggered Events Twitter: #KunoLeads kunocreative.com
    10. 10. Add If/Then Actions To Your Sales Funnel Twitter: #KunoLeads www.kunocreative.com If they look at our prices (A), Then send ->Content Piece (1), If they have done A & B, Then send Content Pieces 1 & 2
    11. 11. Behavior Driven Communications Answer With Content Help Getting Started Content Send Related Case Studies Based on Behavior Twitter: #KunoLeads kunocreative.com How Much Should SMB’s and Start-ups Budget for Inbound Marketing? September 3, 2011 Inbound Marketing Budget Inbound Marketing Blog Inbound…. August 18, 2011 Budgeting for Inbound Marketing July 26, 2011 Inbound Marketing Costs – Calculating ROI. July 8, 2011 Price Objections Signed Up For Unused Trial Downloaded Our White Paper
    12. 12. 30 Days of Collecting Data Twitter: #KunoLeads
    13. 13. Advanced Landing Pages Twitter: #KunoLeads kunocreative.com A B 29.5% 34.7%
    14. 14. Twitter: #KunoLeads kunocreative.com Advanced Marketing/Lifecycle Analytics
    15. 15. Middle Funnel White Paper Twitter: #KunoLeads
    16. 16. Twitter: #KunoLeads Advanced Lifecycle Analytics Twitter: #KunoLeads kunocreative.com 65% download on the first visit!
    17. 17. Twitter: #KunoLeads Advanced Lifecycle Analytics – First Touch Twitter: #KunoLeads kunocreative.com
    18. 18. Twitter: #KunoLeads Advanced Lifecycle Analytics – Last Touch Twitter: #KunoLeads kunocreative.com
    19. 19. Twitter: #KunoLeads Advanced Lifecycle Analytics – Assists Twitter: #KunoLeads kunocreative.com
    20. 20. Twitter: #KunoLeads Advanced Lifecycle Analytics – Keywords Twitter: #KunoLeads kunocreative.com
    21. 21. Advanced Marketing Analytics Twitter: #KunoLeads kunocreative.com
    22. 22. Advanced Marketing Analytics Twitter: #KunoLeads www.kunocreative.com
    23. 23. Closed Loop Analysis How did our customers typically behave prior to purchase? >50% less than 4 visits ~50% 5-10 pages Twitter: #KunoLeads kunocreative.com Record Count Record Count
    24. 24. Closed Loop Analysis How are conversion rates changing since we started advanced lead analytics? Twitter: #KunoLeads kunocreative.com
    25. 25. Twitter: #KunoLeads kunocreative.com What Have We Learned So Far? <ul><li>3 Definitions: </li></ul><ul><li>Advanced Landing Pages - A/B testing is helping landing page conversion rates = more TOFU & MOFU Leads </li></ul><ul><li>Advanced Marketing and Lead Analytics – Monitoring the path leads travel through our website reduces costs and risks in content creation </li></ul><ul><li>Behavior Driven Lead Nurturing – Maximize volume and velocity with behavior-triggered cross-channel communications. </li></ul>
    26. 26. Twitter: #KunoLeads kunocreative.com We’ve Learned Data Drives Leads <ul><li>Our A/B testing is helping landing page conversion rates </li></ul><ul><li>Strategy is dependent on data (event) tracking </li></ul><ul><li>Our top-of-the-funnel lead nurturing is stuck in a loop </li></ul><ul><li>Our sales cycle may be shorter than we thought </li></ul><ul><li>We need to track all pages & events </li></ul><ul><li>We need to do more performance-driven lead nurturing </li></ul>
    27. 27. 3 Definitions Twitter: #KunoLeads kunocreative.com Advanced Landing Pages Behavior Driven Lead Nurturing Optimize your landing page conversion rates with A/B testing . “ Trigger cross-channel communications via email, mobile, and even social channels based on user behavior.” Advanced Marketing/Lifecycle Analytics Monitor how leads move through your website and track performance and revenue across all your channels, including social media, mobile, email, & web.
    28. 28. Thank You for Attending! <ul><li>Contact Kuno Creative or </li></ul><ul><li>your HubSpot sales rep for information about Advanced Landing Pages, Behavior Driven Communications and Advanced Marketing / Lifecycle Analytics. </li></ul>Chris Knipper CEO John McTigue Executive Vice President Twitter: #KunoLeads kunocreative.com Questions?

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