advanced online marketing analytics & behavior-triggered lead nurturing
DESCRIPTION
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 analyticsTRANSCRIPT
Twitter: #KunoLeads
Turn Visitors into Customerswith Advanced Landing Pages,
Behavior-Driven Communications &Advanced Marketing Analytics
Turn Visitors into Customers• 3 Definitions• Question Your Assumptions• Past Options for A/B Testing• New Landing Page Strategies• Identifying What to Track
on Your Marketing Channels• Examples of How We Started
Using It Over the Past 30 Days• Questions & Answers
– John & Chris
Chris KnipperCEO
@chrisknipper
John McTigueEVP
@jmctigue
Twitter: #KunoLeads kunocreative.com
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 AnalyticsMonitor how leads move through your website and track performance and revenue across all your channels, including social media, mobile, email, & web.
Question Your Assumptions
• Getting Found
• Influences
• Volume -> Velocity
• Revenues $$$
Twitter: #KunoLeads kunocreative.com
Landing Page or Advanced Landing Pages?
• Non-Integrated Third Party Applications
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• Time Consuming• Advanced Skills Required
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Advanced Landing Pages
Twitter: #KunoLeads kunocreative.com
Advanced Marketing /Lifecycle Analytics
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New Options for A/B Testing
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Behavior-Triggered Events
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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
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 MarketingJuly 26, 2011
Inbound Marketing Costs – Calculating ROI.July 8, 2011
Price Objections
Signed Up For Unused Trial
Downloaded Our White Paper
30 Days of Collecting Data
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Advanced Landing Pages
Twitter: #KunoLeads kunocreative.com
A
B
29.5%
34.7%
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Advanced Marketing/Lifecycle Analytics
Middle Funnel White Paper
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Advanced Lifecycle Analytics
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65% download on the first visit!
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Advanced Lifecycle Analytics – First Touch
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Advanced Lifecycle Analytics – Last Touch
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Advanced Lifecycle Analytics – Assists
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Advanced Lifecycle Analytics – Keywords
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Advanced Marketing Analytics
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Advanced Marketing Analytics
Twitter: #KunoLeads www.kunocreative.com
Closed Loop AnalysisHow did our customers typically behave prior to purchase?
>50% less than 4 visits ~50% 5-10 pages
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Record Count Record Count
Closed Loop AnalysisHow are conversion rates changing since we started advanced lead analytics?
Twitter: #KunoLeads kunocreative.com
Twitter: #KunoLeads kunocreative.com
What Have We Learned So Far?
3 Definitions:
• Advanced Landing Pages - A/B testing is helping landing page conversion rates = more TOFU & MOFU Leads
• Advanced Marketing and Lead Analytics – Monitoring the path leads travel through our website reduces costs and risks in content creation
• Behavior Driven Lead Nurturing – Maximize
volume and velocity with behavior-triggeredcross-channel communications.
Twitter: #KunoLeads kunocreative.com
We’ve Learned Data Drives Leads
• Our A/B testing is helping landing page conversion rates
• Strategy is dependent on data (event) tracking
• Our top-of-the-funnel lead nurturing is stuck in a loop
• Our sales cycle may be shorter than we thought
• We need to track all pages & events
• We need to do more performance-driven lead nurturing
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 AnalyticsMonitor how leads move through your website and track performance and revenue across all your channels, including social media, mobile, email, & web.
Thank You for Attending!
Contact Kuno Creative oryour HubSpot sales rep for information about Advanced Landing Pages, Behavior Driven Communications and Advanced Marketing / Lifecycle Analytics. Chris Knipper
CEOJohn McTigue
Executive Vice President
Twitter: #KunoLeads kunocreative.com
Questions?