Lessons in Customer Intent

•

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Originally presented at Digital Summit Denver, covering case studies and experiments in conversion rate optimization and user behavior

Marketing

Lessons
in

Customer
Intent

PRESENTED
BY:
RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Digital
Marke4ng

Program
Manager

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

1999
2011

A
HISTORY
OF

Customer
Service

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

AND
USER
TESTING

User
TesCng
>
CRO
>
SEO
>
Digital
MarkeCng

Secretly…

I
Love
Marke4ng

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

…but
I
hate
selling.

How
Do
You
Earn

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Life-‐Long
Customers

1.
Excellent
Service

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Does
your
site

Support
Your
User

Or
is
it
just
a
shopping
cart?

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Excellent
Service?

Is
this
how
we

help
people
now?

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

2.
Never
Stop

Learning
from
Them

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Never
Stop
Learning

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Test

Measure

Analyze

Design

DESIGN
BEFORE
DATA?

This
Sh*t
again?

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

3.
Surprise
&
Delight

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Surprise
&
Delight

PRE-‐FUNNEL,
OR

NON-‐FUNNEL,

CONTENT
EARNS

LOVE

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Surprise
&
Delight

Have
the
CONTENT

BEFORE
they
ask

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Examples
in

Customer
Intent

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

A
CONFIRMATION

Naviga4on
Removal
Test

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Internal
Nav

CRO
data:
internal

links
are
confusing

Customer:
Whoa
guy!

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

This
page?

Built
to
capture

organic,
long-‐tail

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Internal
Nav
Debacle

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

SO
WE
HID
THE
LINKS

It
worked!

But…

The
experience

was
awful

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

What
we
learned

Many
visitors
want
MORE
INFO

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

NOT
JUST
A
clearer
process

Next
Step

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Create
a
take-‐away,
EXCHANGE

FOR
EMAIL
MARKETING
and

recapture

A
WIN

Major
City
Pages

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Major
City
Pages

ADDRESS

weakness

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Major
City
Pages

BASED
ON
CUSTOMER
MIGRATION
DATA

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Moving
to:

So
let’s
show

that
we’re
the

“moving
experts”

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Get
Results
&
Reﬁne

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Next
Step

Really
enhanced

content,

DEMONSTRATE

LOCAL
EXPERTISE

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

Thank
you

Free
high-‐ﬁves
available
in
the
hallway

RYAN
GLASS
|
@RYANGPHX
|
#DSD15

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment. Key Takeaways: Learn how to use specific GPTs to help you Learn how to build your own marketing tools Generate marketing ideas for your business How to think through and use AI in marketing How AI changes the marketing game

Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from. Key Takeaways: - How NOT to shoot your digital program in the foot by using flashy but ineffective resources - The best ways to think about AI in connection with digital marketing - How to cut through self-serving marketing advice and engage in channels that truly grow your business

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How to Make Your Trade Show Booth Stand Out

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Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to: Design an eye-catching and inviting booth Incorporate interactive elements that engage visitors Use effective branding and visuals to reinforce your message Plan your booth layout for maximum traffic flow Implement technology to enhance the visitor experience Create memorable experiences that leave a lasting impression Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!

Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website. Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts! Key takeaways: 1. The growth potential of reaching customers in their native language 2. Tips to streamline translation with software and integrations to your tech stack 3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation

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elizabethella096

In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.

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学校原件一模一样【微信：741003700 】《(英国UWS毕业证书)西苏格兰大学毕业证学位证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。本公司拥有海外各大学样板无数，能完美还原。 1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况： ◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力，希望尽快拿到； ◇不清楚认证流程以及材料该如何准备； ◇回国时间很长，忘记办理； ◇回国马上就要找工作，办给用人单位看； ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才

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Bertie Birchfield

If you’re at all interested in digital marketing and in making a name for your brand online, then it is crucial that you understand how to properly make use of content marketing. Content marketing is currently one of the biggest trends in digital marketing as a whole and is an area that many website owners and brands are investing in heavily right now thanks to the impressive returns that they are seeing.

Mastering Your Online Visibility - Fernando Angulo

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement. Key Takeaways: 1. Effective techniques to increase your brand's visibility across various online platforms. 2. Strategies for optimizing social media profiles and content to maximize reach and engagement. 3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.

Amazing and On Point - Ramon Ray, USA TODAY

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Giorgio Chiesa

What Software is Used in Marketing in 2024.

Ishaaq6

This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms. The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels. Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns. In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace. This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.

2025 Adventur ehomes Product Guide released Jun 1 2024

JimWilliams206540

Get admission in various courses and boost your employment opportunities.

complete knowledge

Advanced Storytelling Concepts for Marketers

Ed Shimp

Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored. The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity. There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years. Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction. We will discuss: • Rhetoric – The art of effective communication • The Socratic Method – You cannot teach, but you can persuade people to learn • Plato’s Cave – You sell products, but you market ideas • Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.

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Lessons in Customer Intent

1. Lessons in Customer Intent PRESENTED BY: RYAN GLASS | @RYANGPHX | #DSD15

2. Digital Marke4ng Program Manager RYAN GLASS | @RYANGPHX | #DSD15

3. 1999 2011 A HISTORY OF Customer Service RYAN GLASS | @RYANGPHX | #DSD15 AND USER TESTING

4. User TesCng > CRO > SEO > Digital MarkeCng

5. Secretly… I Love Marke4ng RYAN GLASS | @RYANGPHX | #DSD15 …but I hate selling.

6. Connec4ng People To Solu4ons FTW

7. How Do You Earn RYAN GLASS | @RYANGPHX | #DSD15 Life-‐Long Customers

8. 1. Excellent Service RYAN GLASS | @RYANGPHX | #DSD15

9. Does your site Support Your User Or is it just a shopping cart? RYAN GLASS | @RYANGPHX | #DSD15

10. Excellent Service? Is this how we help people now? RYAN GLASS | @RYANGPHX | #DSD15

11. 2. Never Stop Learning from Them RYAN GLASS | @RYANGPHX | #DSD15

12. Never Stop Learning RYAN GLASS | @RYANGPHX | #DSD15 Test Measure Analyze Design

13. DESIGN BEFORE DATA? This Sh*t again? RYAN GLASS | @RYANGPHX | #DSD15

14. 3. Surprise & Delight RYAN GLASS | @RYANGPHX | #DSD15

15. THESE GUYS USED TO Totally Nail It

16. Surprise & Delight PRE-‐FUNNEL, OR NON-‐FUNNEL, CONTENT EARNS LOVE RYAN GLASS | @RYANGPHX | #DSD15

17. Surprise & Delight Have the CONTENT BEFORE they ask RYAN GLASS | @RYANGPHX | #DSD15

18. “Be the ﬁrst brand that comes to mind” -‐ Rand, probably

19. Examples in Customer Intent RYAN GLASS | @RYANGPHX | #DSD15

20. A CONFIRMATION Naviga4on Removal Test RYAN GLASS | @RYANGPHX | #DSD15

21. Internal Nav CRO data: internal links are confusing Customer: Whoa guy! RYAN GLASS | @RYANGPHX | #DSD15

22. This page? Built to capture organic, long-‐tail RYAN GLASS | @RYANGPHX | #DSD15

23. Internal Nav Debacle RYAN GLASS | @RYANGPHX | #DSD15 SO WE HID THE LINKS

24. It worked! But… The experience was awful RYAN GLASS | @RYANGPHX | #DSD15

25. What we learned Many visitors want MORE INFO RYAN GLASS | @RYANGPHX | #DSD15 NOT JUST A clearer process

26. Next Step RYAN GLASS | @RYANGPHX | #DSD15 Create a take-‐away, EXCHANGE FOR EMAIL MARKETING and recapture

27. A WIN Major City Pages RYAN GLASS | @RYANGPHX | #DSD15

28. Major City Pages ADDRESS weakness RYAN GLASS | @RYANGPHX | #DSD15

29. Major City Pages BASED ON CUSTOMER MIGRATION DATA RYAN GLASS | @RYANGPHX | #DSD15

30. Moving to: So let’s show that we’re the “moving experts” RYAN GLASS | @RYANGPHX | #DSD15

31. Get Results & Reﬁne RYAN GLASS | @RYANGPHX | #DSD15

32. Next Step Really enhanced content, DEMONSTRATE LOCAL EXPERTISE RYAN GLASS | @RYANGPHX | #DSD15

33. Thank you Free high-‐ﬁves available in the hallway RYAN GLASS | @RYANGPHX | #DSD15

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