We decided to remove (almost) all forms from our website and to ungate our content. This presentation provides insights into our lead generation process and why we decided to make a drastic change to it.
Google Analytics: Stop Wondering And Start MeasuringAffiliate Summit
If you use Google Analytics just to see how many people are coming to your site, you’re leaving money on the table. If your site has actionable items, you can extract hugely profitable data from GA.
Experience level: Beginner
Target audience: Affiliates/Publishers, Merchants/Advertisers, Networks
Niche/vertical: Analytics
Joshua Ziering, Owner, Full Speed SEO (Twitter @JoshuaZiering)
[Elite Camp 2016] Martijn Scheijbeler - Optimization for Content SitesCXL
What makes optimizing different for a publisher then for example an ecommerce site. In this session Martijn from The Next Web will show you how they focus on CRO and SEO to have users engage more with their content and services. We'll go into learning how to create the best process on how to work on both of them at the same time to have maximum impact.
Data Driven: Using Analytics Insights to Guide Effective Content CreationRebekah Baggs
How do we develop content that meets the needs of both our organizations and our audience? It all begins with establishing purpose and extracting the digital insights you’ll need to make informed decisions.
These slides are from a workshop presented by @annabananahrach and @rebekahcancino at Digital Content Strategies Conference 2013 in La Jolla, CA.
Budgets tightened. Campaigns look tone-deaf. Events are cancelled. Most importantly, your audience is literally afraid for their personal health and safety.
What kind of marketing makes sense?
There are actually quite a few opportunities that have suddenly appeared. These are actions you can take today, with the time you have in front of you that can drive durable gains. These are the marketing actions that can position you for the recovery.
This session will cover a list of high-impact actions that strengthen the foundations of a brand. What’s the saying? “Never let a crisis go to waste.”
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares"...CXL
Content marketing has a tendency to be a bit of a "fluffy" term, too frequently measured against things like "shares." Nobody pays the bills in shares. In this talk, Stacey will be talking about content marketing that delivers against tangible marketing goals. Stacey will share tactics her team are using to come up with content ideas that deliver relevant (converting!) traffic and tips for executing the ideas for maximum impact.
Google Analytics Fundamentals: How to Measure What Matters Most and Be a Data...Orbit Media Studios
What are your visitors doing? What aren’t they doing? Where are they coming from? Which marketing activities are making a difference?
If you have Analytics, you have insights waiting to be discovered. This is the session where Andy Crestodina shows you step-by-step how to set things up, find insights and take action. Be prepared to level-up your digital marketing expertise.
Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. I presented this deck at 2016's Digital Elite Camp in Tallinn, Estonia. In my talk, I covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible.
Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills.
Check out growthtribe.io for crash courses, no-bullshit workshops and a free email course.
Google Analytics: Stop Wondering And Start MeasuringAffiliate Summit
If you use Google Analytics just to see how many people are coming to your site, you’re leaving money on the table. If your site has actionable items, you can extract hugely profitable data from GA.
Experience level: Beginner
Target audience: Affiliates/Publishers, Merchants/Advertisers, Networks
Niche/vertical: Analytics
Joshua Ziering, Owner, Full Speed SEO (Twitter @JoshuaZiering)
[Elite Camp 2016] Martijn Scheijbeler - Optimization for Content SitesCXL
What makes optimizing different for a publisher then for example an ecommerce site. In this session Martijn from The Next Web will show you how they focus on CRO and SEO to have users engage more with their content and services. We'll go into learning how to create the best process on how to work on both of them at the same time to have maximum impact.
Data Driven: Using Analytics Insights to Guide Effective Content CreationRebekah Baggs
How do we develop content that meets the needs of both our organizations and our audience? It all begins with establishing purpose and extracting the digital insights you’ll need to make informed decisions.
These slides are from a workshop presented by @annabananahrach and @rebekahcancino at Digital Content Strategies Conference 2013 in La Jolla, CA.
Budgets tightened. Campaigns look tone-deaf. Events are cancelled. Most importantly, your audience is literally afraid for their personal health and safety.
What kind of marketing makes sense?
There are actually quite a few opportunities that have suddenly appeared. These are actions you can take today, with the time you have in front of you that can drive durable gains. These are the marketing actions that can position you for the recovery.
This session will cover a list of high-impact actions that strengthen the foundations of a brand. What’s the saying? “Never let a crisis go to waste.”
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares"...CXL
Content marketing has a tendency to be a bit of a "fluffy" term, too frequently measured against things like "shares." Nobody pays the bills in shares. In this talk, Stacey will be talking about content marketing that delivers against tangible marketing goals. Stacey will share tactics her team are using to come up with content ideas that deliver relevant (converting!) traffic and tips for executing the ideas for maximum impact.
Google Analytics Fundamentals: How to Measure What Matters Most and Be a Data...Orbit Media Studios
What are your visitors doing? What aren’t they doing? Where are they coming from? Which marketing activities are making a difference?
If you have Analytics, you have insights waiting to be discovered. This is the session where Andy Crestodina shows you step-by-step how to set things up, find insights and take action. Be prepared to level-up your digital marketing expertise.
Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. I presented this deck at 2016's Digital Elite Camp in Tallinn, Estonia. In my talk, I covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible.
Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills.
Check out growthtribe.io for crash courses, no-bullshit workshops and a free email course.
In this session, you'll learn:
When it's time do a content audit
How to determine what to do with old content: Keep, Kill, or Clean up
What gaps exist in your current marketing mix, and how to fill them
Where to dedicate resources for new content creation
[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...CXL
Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’
Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.
Presentation from Paddy Moogan on How Brands can Work with Bloggers. Learn how to decide which bloggers to work with and what kind of campaigns you can run with them to benefit your business.
SearchLove London 2018 - Els Aerts - User Research Done RightDistilled
User research, understanding your users and finding out what makes them tick, is crucial to driving growth. In this talk, Els will share some of her favourite tools and showcase where user research made all the difference.
How to Reverse Engineer Content - Paddy MooganPaddy Moogan
A process from Paddy Moogan on how to reverse engineer successful content and learn what you can do to increase the chances of your own content being successful.
This is 20 years of experience planning 1000+ websites in a one-hour webinar. In this session, we’ll break down the big factors in conversion optimization. You’ll learn how to:
Use Analytics to look for leaks in the bucket
Use content to compel more visitors to
Use the latest lead gen tools to engage with visitors
Use questions to discover psychological triggers
Everything we know about Search Marketing is changing and changing fast. It is essential to understand where the industry is heading and what to focus your time on, which this presentation helps to lay out for you.
Internal Search - The Lost Child of Web AnalyticsCharles Meaden
Discover why you should take the time to analyse the words and phrases that people enter into the search engine on your web site. These words show the users intent and allow you to better understand their thinking.
Voted 'Best Presentation' at the 2012 MeasureCamp in London
BrightonSEO 5 Critical Questions Your Log Files Can Answer September 2016Mark Thomas
Combining Web Crawler Data with Server Logs to highlight Crawl Budget opportunities. Get Google crawling and indexing more of your pages in Organic Search Results!
Really, there is absolutely nothing technical about traffic. On a basic level, it’s just the flow of
people to and from your website. Of course, that alone is of completely crucial importance
because your traffic, as a marketer, will also be your potential customers.
It only takes a few minutes to find the nuggets of truth that will make you a better marketer. We’ll show you how to access those insights and then act quickly to drive better results from your site.
This presentation is useful even if you never logged into Google Analytics.
As a ranking factor, user engagement is here to stay. JJ shows proven ways to engage your audience and why improved search rankings can be a by-product of good user engagement.
Web Credibility - BJ Fogg - Stanford UniversityBJ Fogg
These slides are part of a two-week curriculum on web credibility. There is also a step-by-step lesson plan that goes along with this. Contact bjfogg@stanford.edu for more info.
Analytics is more than "slap on the google analytics tag and we're done". Any good Digital project starts out with a good set of Goals & Objectives...but when was the last time that you measured the result of those goals & objectives? Lean Analytics is about integrating the analytics in the whole process...from the start. In a LEAN way
In this session, you'll learn:
When it's time do a content audit
How to determine what to do with old content: Keep, Kill, or Clean up
What gaps exist in your current marketing mix, and how to fill them
Where to dedicate resources for new content creation
[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...CXL
Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’
Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.
Presentation from Paddy Moogan on How Brands can Work with Bloggers. Learn how to decide which bloggers to work with and what kind of campaigns you can run with them to benefit your business.
SearchLove London 2018 - Els Aerts - User Research Done RightDistilled
User research, understanding your users and finding out what makes them tick, is crucial to driving growth. In this talk, Els will share some of her favourite tools and showcase where user research made all the difference.
How to Reverse Engineer Content - Paddy MooganPaddy Moogan
A process from Paddy Moogan on how to reverse engineer successful content and learn what you can do to increase the chances of your own content being successful.
This is 20 years of experience planning 1000+ websites in a one-hour webinar. In this session, we’ll break down the big factors in conversion optimization. You’ll learn how to:
Use Analytics to look for leaks in the bucket
Use content to compel more visitors to
Use the latest lead gen tools to engage with visitors
Use questions to discover psychological triggers
Everything we know about Search Marketing is changing and changing fast. It is essential to understand where the industry is heading and what to focus your time on, which this presentation helps to lay out for you.
Internal Search - The Lost Child of Web AnalyticsCharles Meaden
Discover why you should take the time to analyse the words and phrases that people enter into the search engine on your web site. These words show the users intent and allow you to better understand their thinking.
Voted 'Best Presentation' at the 2012 MeasureCamp in London
BrightonSEO 5 Critical Questions Your Log Files Can Answer September 2016Mark Thomas
Combining Web Crawler Data with Server Logs to highlight Crawl Budget opportunities. Get Google crawling and indexing more of your pages in Organic Search Results!
Really, there is absolutely nothing technical about traffic. On a basic level, it’s just the flow of
people to and from your website. Of course, that alone is of completely crucial importance
because your traffic, as a marketer, will also be your potential customers.
It only takes a few minutes to find the nuggets of truth that will make you a better marketer. We’ll show you how to access those insights and then act quickly to drive better results from your site.
This presentation is useful even if you never logged into Google Analytics.
As a ranking factor, user engagement is here to stay. JJ shows proven ways to engage your audience and why improved search rankings can be a by-product of good user engagement.
Web Credibility - BJ Fogg - Stanford UniversityBJ Fogg
These slides are part of a two-week curriculum on web credibility. There is also a step-by-step lesson plan that goes along with this. Contact bjfogg@stanford.edu for more info.
Analytics is more than "slap on the google analytics tag and we're done". Any good Digital project starts out with a good set of Goals & Objectives...but when was the last time that you measured the result of those goals & objectives? Lean Analytics is about integrating the analytics in the whole process...from the start. In a LEAN way
Sally's talk showcases how SEO's can work in a more succinct way to deliver stronger online marketing strategies and how to incorporate user psychology for a powerful approach that delivers results.
Exploring how to use audience data, and striking the right balance between SEO and psychology, Sally’s talk delves deeper into the countless benefits of having a robust strategy that includes both, and what can happen when you truly understand your audience.
Psychology and Search: Power Your StrategySally Newman
Sally's talk showcases how SEO's can work in a more succinct way to deliver stronger online marketing strategies and how to incorporate user psychology for a powerful approach that delivers results.
Exploring how to use audience data, and striking the right balance between SEO and psychology, Sally’s talk delves deeper into the countless benefits of having a robust strategy that includes both, and what can happen when you truly understand your audience.
How to come up with content ideas for your digital campaignsPaddy Moogan
Presented at Reaktor Breakpoint 2015 by Paddy Moogan. Describing how to come up with content ideas and promote them as part of your content marketing campaign.
With the demands of modern business, today’s recruiters and hiring managers must be as dynamic as the tools they use. Social Media is now playing an enormous role in finding, vetting and securing candidates for today’s recruiter. 92% of them are leveraging social media as part of their candidate search with 87% stating that LinkedIn is their ‘candidate’ social medial platform of choice. Yet it takes them less than 6 seconds on a profile to determine if a prospective candidate is worthy of future consideration. So it’s not enough to have a LinkedIn profile… IT needs to stand out! If a job seeker is to be found, considered relevant and a viable candidate, then a solid LinkedIn profile is a ‘Must Have’.
This ‘LinkedIn from the Top’ workshop is the perfect way to start creating a viable ‘BRAND’ presence you’ll be proud to share. We’ll start from the TOP and hit every component of a LinkedIn profile. So signup today to learn how LinkedIn can become one of your most effective job seeking assets.
What You’ll Learn:
• How to build a COMPLETE and KEYWORD RICH profile
• Reach and maintain ALL STAR profile strength
• Become a Marketable Brand
• Build online referrals
• Expand Your Business network
Marketing teams that utilize personas have more effective websites, inbound marketing, email marketing, SEO, digital advertising, and social media marketing. In this webinar, learn how to take the first steps toward personalization with personas.
What a wonderful day to celebrate the eternal sunshine of the spotless SEO mind! If you weren’t at the conference today or missed something, it’s alright, we’ve got your back - here are the key takeaways from the BrightonSEO September 2017 main stage. Check them out!
Create the Ultimate SEO Toolbelt | Ralegh SEO Meetup | Lee KennedyLee Kennedy
Learn about creating the ultimate SEO toolbelt with Lee Kennedy, Search Director at Coalmarch Productions!
Walk through Awareness, Productivity, and Efficiency tools and processes in this Raleigh SEO Meetup presentation.
‘Always be Optimising’ was a meetup for digital marketers and product people keen on getting more from their existing traffic. The slide deck holds all presentations from the meetup.
Measure the thing: Continuous website improvement through continuous user ins...Daniel Craddock
Improving your website’s UX iteratively doesn’t always require a lab, long hours, and least of all, a large budget. This presentation will show you how Consumer Affairs Victoria used a simple questionnaire to continuously improve content and design, benchmark performance, and raise the profile of UX with senior stakeholders – all at little cost to the budget or users' sanity.
Designing Outcomes For Usability Nycupa Hurst FinalWIKOLO
MarkoHurst.com :: My topic of discussion at the Feb 17 2009 NYC UPA.
Even as the pace of society, business, and the Internet continue to increase, many budgets and time lines continue to decrease. To compound this issue, there is a serious disconnect between business goals, user goals, and what visitors actually do on your site. UX practitioners need a simple and efficient way to reconcile these diverse needs while taking action on their data. Join us to learn about a new method for incorporating quantitative data such as web analytics and business intelligence into your qualitative user experience deliverables: personas, wireframes, and more. This presentation will include discussions of online business models, feedback loops for ensuring cross-discipline collaboration, and ongoing revisions.
Pitfalls of product marketing and How Business Requirements Can Make Your Pro...Eliza Dumitrache
The presentation comprises elements of tracking sales and user behavior that are essential for a speedy and successful sales kick off, profitability and business development and the importance of involving the Marketing Department in product development.
Similar to The one and only reason why we ungate all our content (20)
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
The one and only reason why we ungate all our content
1. 1photo credit: Wayne Stadler Photography <a href="http://www.flickr.com/photos/38658617@N00/15531274085">Lonely Sounds</a> via <a
href="http://photopin.com">photopin</a> <a href="https://creativecommons.org/licenses/by-nc-nd/2.0/">(license)</a>
Content Ungating
Martin Karlowitsch
NETRONIC Software
December 2017
2. The Proven Way of Lead Generation
2
Website
& Blog
CTA
Landing
Page
Lead Gen
Form
Thank
You
PDF
Nurturing
(to MQL)
Sales
Funnel
€€€
3. Theoretical Question – #1
3
Website
& Blog
Landing
Page
Thank
You Nurturing
Sales
Funnel
100 100 5
100 visitors come to the website and click the CTA. They get to the landing
page and see the form. Only 5 folks fill out the form and read our content.
1
100 100
100 visitors come to the website and click the CTA. There is no landing page
and they get the content that they were interested in.
2
What is better? 5 people who read our content whom we know?
Or 100 people who read our content whom we do not know?
4. Theoretical Question – #2
4
Website
& Blog
Landing
Page
Thank
You Nurturing
Sales
Funnel
The assumption is, that lead nurturing helps people stay connected with us
and helps us further bring them into the “buying ready” zone.
What if people give a shit about our emails?
If our email engagement rates would be insanely low,
how would we answer the “100 vs 5” question?
5. Real-life Data (“all time”) – #1
5
Zeilenbeschriftungen Summe von
Views
Summe von
Clicks
Summe von
Submissions
Views --> Click Click -->
Submission
Angebot 15.885 436 92 2,7% 21,1%
Demo 46.855 789 49 1,7% 6,2%
Event 1.548 24 7 1,6% 29,2%
Kontakt 168.647 1.089 338 0,6% 31,0%
Mehr Info 200.264 2.280 24 1,1% 1,1%
Partner werden 50.825 316 81 0,6% 25,6%
PDF 97.437 1.260 636 1,3% 50,5%
Prototyp 25.300 617 65 2,4% 10,5%
Trial 363.696 6.698 1.775 1,8% 26,5%
Webinar 22.276 716 356 3,2% 49,7%
Gesamtergebnis 992.733 14.225 3.423 1,4% 24,1%
Our PDFs (ebook, whitepaper, checklist) have – by far! – the best click-to-
submission rate. 50% of all people clicking the CTA also fill out the form.
The proven way has been proven ;-)
6. 6
Hmmm …
Is this because we use the
“smallest” forms to gate these
documents and just ask for
name & email?
So: did the small hurdle to jump
encourage them to jump?
7. Real-life Data (“all time”) – #2
7
Puh.
This is damn good.
20% open rate and almost 4% click rate.
Seems that we are capable of providing content that matters.
9. Gated Content
9
• I am used to gating content.
• I gate content, because I feel that it
is valuable (to me and the user).
• Hence the user should give me
something in return (his email).
• Also, creating content is an
investments and I (Marketing)
need to prove the return (lead).
• Vendors feel that their content is
precious as they have so little
(the more rare something is, the
higher is the (perceived) value).
• As “quality” content is so rare, they
need to gate it to get value back.
• They are so happy, that their
content attracted me, that they
want to “lock” me in their CRM
system.
• Why do they think that they will
not attract me in the future again?
Vendor User
10. Gated Content
10
• Takes care for number of leads, not
if users enjoy the content.
• Makes big promise on landing
page. What, if user does not like
the content despite the promise?
Why would they want to hear
again?
• Risk of treating people as leads
instead of people.
Vendor
11. 11
Gated content
= hooks the prospect with
anticipation of value
Ungated content
= hooks the prospect with
delivered value
12. 12photo credit: Neil Tackaberry <a href="http://www.flickr.com/photos/23629083@N03/31886536264">magnetism</a> via <a
href="http://photopin.com">photopin</a> <a href="https://creativecommons.org/licenses/by-nd/2.0/">(license)</a>
Where we are
1. We are able to create relevant content
2. We are able to do this regularly
Let’s turn content into a magnet,
and no longer have it as
“Marketing currency”!
13. What to Handle How
13
No Form Form Required
Blog Subscribe to blog
Ebook (**) Webinar registration
Whitepaper (**) Start / download trial
Checklist (**) Everything that requires human action
(1:1 demo, quote, support, call back)Demo guides (**)
Any kind of video
Webinar replay (**)
etc.
(**) = was gated before
14. Prerequisites
Content
1. Need to continue creating new content
2. Need to do this regularly
3. Need to make sure that content is high quality
(“storytelling”-type preferred)
14
Communication
1. Need to send out more (targeted) emails
2. Need to ask people to just leave us their email
addresses
15. 15
Free content
– from now
on!
Images with the exception of the title slide had been purchased via fotolia.
