1.
B2B & Growth Hacking:
Drawing from start-ups for online
lead generation.

2.
AGENDA
01 / Introduction
02 / Understanding growth marketing
03 / How do we implement this?
04 / Case study
AGENDA

3.
01 / INTRODUCTION

4.
If you work in the digital field, you’ve probably already heard about “Growth
Hacking”... First, let’s take a look at this term, by quoting its inventor:

5.
“I worked with the engineers to utilize technology for what was, to them, an
unconventional purpose: to craft novel methods for finding, reaching, and
learning from customers in order to hone our targeting, grow our customer
base, and get more value from our marketing dollars.”
Sean Ellis,
“Hacking Growth: How Today's Fastest-Growing
Companies Drive Breakout Success”, 2017

6.
Growth hacking: from unconventional or even unscrupulous practices...
1 / INTRODUCTION
6
/ Growth Hacking came to light at the end of the 2000s in the US,
where tech start-ups learned to combine marketing expertise with
advanced technical skills, aiming to reflect and develop their
growth via unconventional and less onerous approaches than
classical marketing campaigns.
By offering a free 500MB for every invite, Dropbox increased their
number of users exponentially by drawing on early adopters

7.
However, time has passed, and growth hacking has matured, and although its
remains firmly performance- and digital-oriented, it’s no longer reserved for tech
start-ups eager for growth:

8.
...towards a true discipline, with a philosophy and well-proven methods
1 / INTRODUCTION
8
/ Since these “crazy” years, growth hacking has decisively evolved into a
discipline in its own right, an amalgamation of marketing, IT,
communication...
/ It features a dedicated methodology that has facilitated its
democratisation (the AARRR framework, which we’ll come to later)
/ Not to mention its philosophy: Try everything, to grow using the
available means.
/ And above all, an evolution of practices, more respectful of the user and
particularly of their data.

9.
In a market where technology is accessible to all
1 / INTRODUCTION
9
/ And, thanks to the explosion of SaaS (Software as a Service – online
software accessed using subscriptions), it no longer necessarily
requires such advanced technical expertise as in the past.
/ So, adopting a growth hacking approach is feasible for any player,
provided they’re aware of the right tools!

10.
“Every kind of company must today be implementing the growth hacking
method, from the scrappiest start-ups to the most established firms. If they
don’t, they risk being disrupted by a competitor who has.”
Sean Ellis,
“Hacking Growth: How Today's Fastest-Growing
Companies Drive Breakout Success”, 2017

11.
So, within this study, we’ll see how to devise and deploy a growth hacking
strategy for your service or product, using examples of tools, features and
case studies.

12.
02 / UNDERSTANDING
GROWTH HACKING

13.
“Put simply, every company needs to grow their base of customers in
order to survive and thrive. But growth hacking isn’t just about how to
get new customers. It’s about how to engage, activate, and win them
over so they keep coming back for more.”
Sean Ellis,
“Hacking Growth: How Today's Fastest-Growing
Companies Drive Breakout Success”, 2017

14.
First, how do we differentiate between digital marketing and growth hacking?

15.
Two distinct yet complementary approaches
02 / UNDERSTANDING GROWTH HACKING
15
DIGITAL
MARKETING
GROWTH HACKING
Tactical
Short-term
Iterations
Automation
Strategic
Long-term
Comprehensive approach
Dedicated campaign
Ensures lasting, long-term growth Offers results as quickly as
possible, at minimum cost
YOUR BRAND
CLIENTS

16.
The features of growth hacking vs conventional digital marketing
16
Growth hacking does not aim to
disrupt the overall strategy, but to
enrich it using ROI tactics.
TACTICAL
Optimises performance by
ensuring better follow-up, and
saves resources for where added
value is needed.
AUTOMATION
GROWTH HACKING
The objectives revolve around the
short-term, to be able to guarantee
reactive & dynamic management.
SHORT-TERM
Short cycles, allowing for
successive iterations to optimise
and guarantee the performance
of the system in place.
ITERATIONS
Offers results as quickly as
possible at minimum cost
02 / UNDERSTANDING GROWTH HACKING

17.
It is very rare to talk about growth hacking without mentioning the “AARRR”
framework, the baseline methodology. Let’s look at its structure:

18.
The AARRR framework
02 / UNDERSTANDING GROWTH
HACKING
18
/ The AARRR framework is a methodological tool aiming to understand
the key stages your internet users go through:
 Defines the appropriate KPIs according to your product or
service: every stage can therefore be measured and quantified, in
order to judge the efficiency of your system.
 Defines priorities according to your results: on which level do
you need to focus your efforts?
/ Let’s take a closer look at each of the stages:
Acquisition
Retention
Referral
Revenue
Activation

19.
The AARRR framework
02 / UNDERSTANDING GROWTH
HACKING
19
ACQUISITION
Acquisition
Acquisition can be summarised by one simple question: How can I
generate qualified traffic on my website or landing page?
This is an essential step: considerable but unqualified traffic will at best
cost you money in terms of your media investment, at worst will come to
“pollute” your system.
But it’s also a task on a discourse level: what discourse, what hook do
you need to effectively reach your target audience?

20.
”[…] Acquisition of customers should be devoted to achieving two additional
types of fit: language/market fit, which is how well the way you describe the
benefits of your product resonates with your target audience, and
channel/product fit, which describes how effective the marketing channels
are that you’ve selected to reach your intended audience with your product, such
as paid search advertising or viral, or content, marketing.”
Sean Ellis,
“Hacking Growth: How Today's Fastest-Growing
Companies Drive Breakout Success”, 2017

21.
Hack #1 – Airbnb & photographs
02 / UNDERSTANDING GROWTH
HACKING
21
When launching, Airbnb
has a very restricted
budget and struggles to
generate traffic on their
website.
Through exchanges with
their users, Airbnb
discovers a pain point: the
listing photos are deemed
“bad quality”.
Airbnb hires photographers to
photograph apartments for
their users.

22.
Hack #1a – Airbnb & Craigslist
02 / UNDERSTANDING GROWTH
HACKING
22
When launching, Airbnb
has a very restricted
budget and struggles to
generate traffic on their
website.
Airbnb notices that internet
users naturally go
towards Craigslist, a
platform for classified
advertisements, to find
their accommodation.
Airbnb develops a tool to
automatically post their
offers on the Craigslist
website, therefore gradually
cornering Craigslist users,
especially due to the quality
of their listings.

23.
Hack #1 & 1a – Airbnb, the results
02 / UNDERSTANDING GROWTH
HACKING
23
When launching, Airbnb
has a very restricted
budget and struggles to
generate traffic on their
website.
Airbnb notices that internet
users naturally go
towards Craigslist, a
platform for classified
advertisements, to find
their accommodation.
Airbnb develops a tool to
automatically post their
offers on the Craigslist
website, therefore gradually
cornering Craigslist users.

24.
The AARRR framework
02 / UNDERSTANDING GROWTH
HACKING
24
ACTIVATION
Acquisition
Once we’ve managed to drive qualified traffic to our landing page, how
do we “activate” the internet user to act, push them to buy, or invite
them to fill out a form?
Beyond the optimisation of our site, it’s a question of user experience:
what are the sticking points in my journey? What are the key
moments to convert them?

25.
Hack #2 – Kissmetrics & its friction-free journey
02 / UNDERSTANDING GROWTH
HACKING
25
Kissmetrics is a B2B data
analysis platform, they
experience difficulties
generating registrations
on their homepage.
They decide to get rid of
the classic sign-in,
replacing it with a “one-
click registration” with your
Google account.
The following day,
registrations have increased
by 59.4% overnight.

26.
The AARRR framework
02 / UNDERSTANDING GROWTH
HACKING
26
RETENTION
Acquisition
Retention consists of developing your relationship with your clients,
current or prospective: once they have acted or shown an interest,
how do you stay present and especially stay top of mind during the key
moments of their customer journey?
So, it’s necessary to reflect on the different mechanisms that could allow
you to stay in touch and be top of mind at the key moment.

27.
Hack #3– Twitter & tweeters
02 / UNDERSTANDING GROWTH
HACKING
27
Like all social media platforms,
Twitter’s challenge is having the
most active users, but in its early
days, the site had several
difficulties keeping users.
Through analysing performance,
they were able to see that one
person who followed an
average of 30 accounts was
more likely to become an active
Twitter user.
When making an account,
Twitter implemented a step
where the internet user must
select accounts to follow
according to their
preferences, thus improving
their MAU.

28.
The AARRR framework
02 / UNDERSTANDING GROWTH
HACKING
28
REFERRAL
Acquisition
Word of mouth is nothing new, however, digital offers several means of
optimising it and, more importantly, quantifying it.
An effective, important growth engine for several start-ups, referral
campaigns are highly efficient for both growth and ambassadorship.

29.
Hack #4– PayPal & $10
02 / UNDERSTANDING GROWTH
HACKING
29
PayPal encounters
difficulties in registering
their first users
PayPal decides to
introduce a referral
programme: the current
customer shares their link
with their friends and each
person will receive $10
PayPal sees sudden and
strong growth. This practice
is soon adopted by many
players in the digital banking
domain

30.
The AARRR framework
02 / UNDERSTANDING GROWTH
HACKING
30
REVENUE
Acquisition
The final step at the bottom of the funnel is the overall result: how much
have you earned? And most importantly, how much has it cost?
Of course, if the previous engines are perfectly optimised, the results
should be there.
Here, we’re interested in the Lifetime Value of the client, the cost of
acquisition, but also in analysing the pricing of your supply based on the
costs.

31.
Hack #5 – Uber & its user lifetime value
02 / UNDERSTANDING GROWTH
HACKING
31
Uber is looking to progress,
the brand is confident of the
quality of its supply and
service compared to taxis
and public transport.
The lifetime value of Uber
clients is significant, so the
brand can afford to offer the first
ride free, thus overcoming the
psychological price barrier of
the user.
Uber offered $20 of credit for
the first ride, thereby allowing
them to acquire new users
more easily, who then
discovered the Uber
experience.

32.
03 / HOW DO WE IMPLEMENT
THIS?

33.
“Growth hacking adopted the continuous cycle of improvement and the rapid
iterative approach of both methods and applied them to customer and
revenue growth. In the process, the growth hacking method broke down the
traditional walls between marketing and engineering in order to discover novel
methods of marketing […].”
Sean Ellis,
“Hacking Growth: How Today's Fastest-Growing
Companies Drive Breakout Success”, 2017

34.
First step: defining aims & priorities
03 / HOW DO WE IMPLEMENT THIS?
34
Acquisition
Retention
Referral
Revenue
Activation
Traffic / visitors /
lead gen
Clicks / time
spent / pages
browsed...
1-3 visits/month
CTR / email
Cust-sat /
K-factor
ROAS, ROI...

35.
Your priorities are fixed, and you have some ideas for action in mind: how to you
put these into place?
The explosion of SaaS allows any company to try out specific features, without
having to rally the entirety of their financial and human resources.

36.
Second step: defining your marketing stack per channel
03 / HOW DO WE IMPLEMENT THIS?
36
STACK ACTIVATION
STACK ACQUISITION/ The term “Marketing Stack” means the range of technologies that the
marketing team can use to execute, analyse and improve their
marketing actions.
/ In a growth hacking approach, the marketing stack plays an
important role: it allows you to optimise – at a lower cost – the
actions you want to implement.
/ Controlling and optimising your marketing stack will also be a
priority: automating, creating links between different tools to best
control the data, optimising experience...

37.
How to boost acquisition
03 / HOW DO WE IMPLEMENT THIS?
37
ACQUISITION
Acquisition
/ Here, in order to increase acquisition, we’re looking for different actions
that could allow us to:
 Optimise our landing pages (A/B testing, dynamic fields...)
 Optimise our media campaigns (enrich our media campaigns
with third-party data...)
 Optimise our email campaigns (A/B testing, scripting...)
 Find new opportunities to reach our target audience

38.
38
Unbounce
03 / HOW DO WE IMPLEMENT THIS?
/ Unbounce is a tool facilitating the creation of an advanced landing page in just a
few clicks, no coding knowledge necessary.
/ This tool offers several possibilities in terms of personalisation: dynamic fields
(customisable depending on SEA...), A/B testing...
What is it?
Advantages
/ Facilitates the fast & agile creation of landing pages (templates, dynamic
variants...)
/ Plug & Play system with numerous tools (Slack, etc...)

39.
How does Meero use Unbounce?
03 / HOW DO WE IMPLEMENT THIS?
39
/ Meero is a start-up offering a platform connecting photographers
and clients (B2C, B2B)
/ To continue ensuring their international development and especially
to continue recruiting new photographers and video makers, the
brand chose to use Unbounce’s dynamic landing pages.
/ Therefore, paired with targeted Facebook Ad campaigns, the brand
sends their internet users back to a landing page with content adapted
to where they’re from (Thailand, Japan...)

40.
How to boost activation
03 / HOW DO WE IMPLEMENT THIS?
40
ACTIVATION
Acquisition
/ Here, in order to increase activation, we’re looking for actions that could
allow us to:
/ Optimise the click rate and overall engagement at site level
(social proof, dynamic elements aiming to boost experience...)
/ Facilitate lead generation (optimised form, chatbot for lead
generation...)
/ Encourage the internet user to act in key moments of their
navigation (dynamic banners, push messages...)

41.
41
Drift
03 / HOW DO WE IMPLEMENT THIS?
/ Drift is a conversational marketing platform (or chatbot) allowing you to create
chatbots for conversation.
/ The tool also allows you to define specific scenarios according to the behaviour
of the internet user (time spent, pages visited, cookies...), to then redirect them to
a human, or collect the lead directly.
What is it?
Advantages
/ Rapidly deployable
/ Several possible integrations with other third-party programmes (Calendly, etc.)

42.
How does Brandwatch use Drift?
03 / HOW DO WE IMPLEMENT THIS?
42
/ Brandwatch is a social listening platform for communication
professionals.
/ Brandwatch uses Drift for several purposes:
 Optimising lead management: by anticipating the needs of the
internet user.
 Optimising experience: by adapting user experience based on
where they come from and what language they speak, to ensure an
automated and personalised experience 24/7.

43.
How to boost retention
03 / HOW DO WE IMPLEMENT THIS?
43
RETENTION
Acquisition
/ Here, in order to increase retention, we’re looking for different actions
that could allow us to:
/ Efficiently chase up passive clients / prospective clients
(push emails, newsletters...)
/ Successfully collect more information from the internet user
during new sessions to anticipate their needs (chatbot, forms,
push emails...)
/ Successfully keep them on the site (banners, pop-ins, special
offers...)

44.
44
Quokka
03 / HOW DO WE IMPLEMENT THIS?
What is it?
/ A different approach to emailing...
/ Allows you to maximise the overall performance of certain campaigns, by making sure you
reach your audience
Advantages
/ Quokka is a tool that allows you to retarget people who haven’t read their emails, by sharing
campaigns on multiple channels.
/ When your campaign is sent, Quokka detects people who haven’t opened the email, and
creates a special audience with its performances in order to retarget them. Once the message
has been circulated, Quokka removes people from the retargeting list.

45.
How does 3D Hubs use Quokka?
03 / HOW DO WE IMPLEMENT THIS?
45
/ 3D Hubs is a platform for engineers (independent, start-ups, PME, large
companies) to create, prototype and produce their parts.
/ 3D Hubs offers a referral programme aiming to reward their engineering
clients when they share the solution.
/ Alongside offering supplementary services to the sponsored individual,
the sponsors can enjoy a variety of rewards.
/ Viral Loop helps ensure the technical aspect of referral operation and
follow-up.

46.
How to boost referral
03 / HOW DO WE IMPLEMENT THIS?
46
REFERRAL
Acquisition
/ Here, to increase referral, we’re looking for different actions that could
predominantly help us in the implementation of a referral campaign,
aiming to engage our consumers to recommend and share our product
or service.

47.
47
Viral Loop
03 / HOW DO WE IMPLEMENT THIS?
/ A solution proposing different tools & templates to create referral campaigns:
dedicated landing pages, messenger chatbots, website widgets...
/ Through a dedicated platform, you can accurately keep track of how effective
your referral campaigns are.
What is it?
Advantages
/ Very versatile (different features...)
/ Numerous templates ready to use

48.
How does 3D Hubs use Viral Loop?
03 / HOW DO WE IMPLEMENT THIS?
48
/ 3D Hubs is a platform for engineers (independent, start-ups, PME, large
companies) to create, prototype and produce their parts.
/ 3D Hubs offers a referral programme aiming to reward their engineering
clients when they share the solution.
/ Alongside offering supplementary services to the sponsored individual,
the sponsors can enjoy a variety of rewards.
/ Viral Loop helps ensure the technical aspect of referral operation and
follow-up.

49.
Third step: test, learn, retry.
03 / HOW DO WE IMPLEMENT THIS?
49
/ Growth Hacking is an empirical practice: by effectively analysing the
AARRR funnel, it’s necessary to define priorities and be ready to test
them.
/ The idea is therefore to test tools, techniques and features over a
short period to judge their efficiency. If they’re inefficient, you should
move on or try to adapt them using your experiences.

50.
How to best estimate revenue
03 / HOW DO WE IMPLEMENT THIS?
50
REVENUE
Acquisition
/ Regarding Revenue, we’re here in the performance analysis of our
product or service: it’s primarily important to define its KPIs and its
“North Star Metric”
/ Then, it's important to arrange your technical and human resources to
analyse them efficiently.

51.
51
Google Data Studio
03 / HOW DO WE IMPLEMENT THIS?
/ A data visualisation tool facilitating the creation of your own dashboards to
follow, in real time, the performances of your digital actions, and therefore to
best monitor them to obtain the best results.
What is it?
Advantages
/ A Google suite tool that is therefore perfectly adapted to certain web must-haves
(Analytics, Ads...)
/ Several connectors allowing the integration of third-party data
/ A free tool and accessible online dashboards

52.
04 / CASE STUDY

53.
To best understand how growth hacking can be applied to a specific context,
let’s analyse the case study (fictional, although closely inspired by reality...) of a
company that has adopted a specific approach in response to a very particular
problem...

54.
Coronavirus & Parpaing: account of a B2B player in 2020
04 / CASE STUDY
55
/ Parpaing is a B2B company specialising in the manufacturing and resale
of industrial materials for professionals.
/ It is well established on a national level with namely commercial offices
throughout French regions.
/ However, the company experiences a loss of highly important activity
due to the consequences of COVID-19: the majority of their clients are
forced to stop their work, and therefore their orders.
/ But above all, the company has seen the year’s main B2B trade fairs
postponed one by one, which are unfortunately the main generators of
new business in normal times.

55.
THE PROBLEM:
Following the COVID-19 crisis, Parpaing is disappointed with a lack of activity in terms of its commercial
service, and all the business fairs in which its sales representatives were due to take part have been
cancelled.
How can they generate activity for sales & recreate commercial opportunities in this
context, whilst avoiding incurring costs that the company may not be able to afford?

56.
The project: hold a webinar
04 / CASE STUDY
57
/ With construction sites at a standstill, Parpaing’s main contacts,
clients and prospective clients are now available and attentive.
Therefore, it seems appropriate to hold webinars to enrich the
expertise of the brand and maintain the relationship with their
prospective clients, particularly with a view to prepare for post-
COVID-19 with commercial targets.
/ However, direct competitors also deploy similar schemes
themselves. How to optimise your own performance

57.
STEP 1 – DEFINING YOUR PRIORITIES

58.
What are the priorities at this level of the funnel?
04 / CASE STUDY
59
Acquisition
Retention
Referral
Revenue
Activation
Traffic / opt-in
webinar
Webinar
presence,
views...
Post-webinar
leads
Cust-sat /
K-factor
ROAS, ROI...

59.
What are the priorities at this level of the funnel?
04 / CASE STUDY
60
Retention
Referral
Revenue
Activation
Webinar
presence,
views...
Post-webinar
contact / post
leads
Cust-sat /
K-factor
ROAS, ROI...
AcquisitionTraffic / opt-in
webinar
Acquiring participants for the webinar is one of Parpaing’s main objectives.
The aim of this webinar is to support sales and accounts managers while
enriching the brand & their expertise.
The challenge will therefore be to reach 3 specific target audiences:

60.
Audiences to reach:
04 / CASE STUDY
ACTIVE CLIENTS
Three key audiences to use for this webinar:
PROSPECTIVE CLIENTS
Clients who are also suffering from this health
crisis. The company wants to reassure them and
prove they are capable of supporting them.
They do not yet know Parpaing, or they have not yet
contacted Parpaing for their project; this is the target
of the company’s sales representatives.
“PASSIVE” CLIENTS
This means past clients, with whom the company is
not currently working, but for whom they have an
email address for contacting them.

61.
What are the priorities at this level of the funnel?
04 / CASE STUDY
62
Retention
Referral
Revenue
Post-webinar
contact / post
leads
Cust-sat /
K-factor
ROAS, ROI...
AcquisitionTraffic / opt-in
webinar
Successfully holding a well-executed webinar: how do you put this into place?
Ensuring that the target audience can efficiently access it, and guaranteeing
them a good experience during the session...
Activation
Webinar
presence,
views...

62.
Activation
Webinar
presence,
views...
What are the priorities at this level of the funnel?
04 / CASE STUDY
63
Referral
Revenue
Cust-sat /
K-factor
ROAS, ROI...
AcquisitionTraffic / opt-in
webinar
Definitely the most crucial step: how to effectively utilise the audience once
the webinar is finished to support commercial teams?
Retention
Post-webinar
contact / post
leads

63.
Retention
Post-webinar
contact / post
leads
Activation
Webinar
presence,
views...
What are the priorities at this level of the funnel?
04 / CASE STUDY
64
Revenue
ROAS, ROI...
AcquisitionTraffic / opt-in
webinarIn this specific case, this is not really a priority at this level of the funnel, but
this is still an important element to keep in mind.
Referral Cust-sat /
K-factor

64.
Referral Cust-sat /
K-factor
Retention
Post-webinar
contact / post
leads
Activation
Webinar
presence,
views...
What are the priorities at this level of the funnel?
04 / CASE STUDY
65
AcquisitionTraffic / opt-in
webinar
The last point of the funnel is the conclusion of this test: was the webinar
model with the envisaged plan effective?
What should be challenged to improve performance?
Revenue
ROAS, ROI...

65.
STEP 2 – ACTIONS & MARKETING STACK

66.
How do they set up their webinar?
04 / CASE STUDY
67
/ To put their webinar together, Parpaing chooses to use a specialised
tool: Livestorm
 The tool ensures all the key stages of the session (registering,
live, replay...)
 The live aspect offers several features allowing us to engage the
audience: interactions with the presenter, dynamic links during the
presentation...
 The tool facilitates the collection of key data to judge the webinar’s
performance: number of those registered, participants, watch
time...

67.
How to boost acquisition
04 / CASE STUDY
68
ACQUISITION
Acquisition
/ How to recruit participants for the webinar Here are the main avenues:
/ Launching media campaigns
/ Utilising the website to promote the webinar
/ Utilising content to attract internet users
/ Activating the database via emailing

68.
Which marketing stack?
04 / CASE STUDY
69
/ Regarding publicity, using Google Ads and LinkedIn Ads allows you
to define specific media parameters:
 The brand can create different media targeting to reach
difference audiences in a personalised way (active clients,
non-clients, passive clients: retargeting, lookalike audience...)

69.
Which marketing stack?
04 / CASE STUDY
70
/ To generate leads on the website, Parpaing chooses to use
VideoAsk:
/ This tool takes the form of a “chat” on the website
/ Unlike a conventional chat, it’s in video format: the internet user
clicks on it to see a video with which they can interact
/ This format is interesting and effective, since it emphasises the
human (vs a conventional chat) whilst automating data
collection: it’s a dynamic form.
Specification sheet

70.
“Content is king”: in any good acquisition approach, relying solely on outbound
actions would be a mistake, as content plays a key role. However, content
creation takes time, and resources...

71.
Which marketing stack?
04 / CASE STUDY
72
/ "Content is king, but distribution is queen, and she wears pants”: the
brand does not necessarily have the time to create their own content... but it
can nevertheless curate content (media, magazines...) or create partnerships
with specialised media.
/ PixelMe is a tool that allows you to add a retargeting pixel (for different ad
platforms) on links that the brand shares (particularly on social media).
/ So, via this link, content curation and co-branded content allows you to
retarget and reach a peer audience to promote a webinar.
Specification sheet

72.
Which marketing stack?
04 / CASE STUDY
73
/ As Parpaing already has an existing newsletter for their clients and an up-to-
date database, they are interested in maximising their performance with
Quokka:
 The internet users that don't open the first newsletter promoting the
webinar are later retargeted, in a way that ensures they won’t miss the
session on the day.

73.
Overview of acquisition marketing stack:
04 / CASE STUDY
74
STACK ACQUISITION

74.
How to boost activation
04 / CASE STUDY
75
ACTIVATION
Acquisition
/ For activation, you need to consider two key moments, during which it
will be important to optimise engagement:
/ During registration for the webinar, on a dedicated landing
page.
/ During the webinar, to maximise interaction with the internet
users.

75.
Which marketing stack?
04 / CASE STUDY
76
/ Since Parpaing has the capacity to set up their own landing
pages (thanks to their blog, internal resources...), the idea is to
use the dedicated Livestorm form to register the internet
user’s participation.
/ Following their registration, an email nurture campaign can be
implemented, to keep contact and to make sure the user keeps
the webinar in mind.

76.
Which marketing stack?
04 / CASE STUDY
77
/ During the webinar, Livestorm offers numerous tools to boost
interaction between the brand and the audience:
 Sharing links or documents with the audience during the
session (sales brochure, guide...)
 Launching interactive polls during the live
 Questions & Answers with prioritisation of topics voted for
by the viewers
 Direct chat

77.
Overview of acquisition marketing stack:
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STACK ACTIVATION

78.
How to boost retention
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RETENTION
Acquisition
/ Once the webinar is finished, it’s important to keep contact with the
audience to realise commercial opportunities:
/ Guaranteeing a personalised follow-up (based on their
experience) to encourage them to interact with the brand and
the sales teams.

79.
Which marketing stack?
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/ With Livestorm data, it’s possible to use an automated email tool
(ActiveCampaign in the current case)
/ So, different scenarios can be identified:
 The internet users who did not come
 offer a replay of the webinar
 The internet users who left the webinar before the end
 “Not precise enough for you? Talk with our expert...”
 Internet users who participated in the entire live
 discuss with the expert from the live, deepen the
experience...
No show Watch time < 70% Watch time > 70%
Specification sheet

80.
Overview of acquisition marketing stack:
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STACK RETENTION

81.
How to boost referral
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REFERRAL
Acquisition
/ Following the Webinar, certain internet users want to share the
webinar link or the summary article with their colleagues/seniors
/ It is then possible to use PixelMe again in the sharing links for the
post-webinar email campaign, to then reactivate this expanded
audience in due course...

82.
Overview of referral marketing stack:
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STACK REFERRAL

83.
How to boost revenue
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REVENUE
Acquisition
/ At this (final) stage, the aim is to revisit the overall performance of the
system:
/ How much did a commercial lead cost?
/ What was the most effective touchpoint? Which allocation model should
be used to judge the different engines?
/ Effectiveness of the Webinar format?

84.
Overview of overall marketing stack:
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STACK RETENTIONSTACK ACTIVATIONSTACK ACQUISITION STACK REFERRAL

85.
Thank you
Romain WILMET
COMMUNICATION OFFICER
rwilmet@vanksen.com
Jeremy COXET
PARTNER
jcoxet@vanksen.com

86.
ANNEXES – TOOL
SPECIFICATION SHEETS

87.
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VideoAsk
ANNEXES – TOOL SPECIFICATION
SHEETS
What is it?
/ Puts forward a “human” through an automated mechanism
/ Different possibilities, spanning several subjects on top of that (be it for
business, corporate, recruitment...)
Advantages
/ VideoAsk is a tool for collecting feedback, generating leads, or simply engaging
the internet user with a video.
/ A message window opens on the internet user’s page for them to interact with, and
they watch the (vertical) video inviting them to act.
Back to case study

88.
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90
PixelMe
ANNEXES – TOOL SPECIFICATION
SHEETS
/ PixelMe is a link shortener that allows you to insert retargeting pixels into any
link (web articles, Amazon pages...)
What is it?
/ The possibilities offered in terms of retargeting: “hack” third-party content by
implanting pixels via a shareable link
/ This tool could complete your media strategy by bringing additional insight about
the route of your clients/prospective clients
Advantages

89.
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ActiveCampaign
ANNEXES – TOOL SPECIFICATION
SHEETS
ActiveCampaign is a comprehensive email tool offering several possibilities:
/ Email Marketing: implementation of email campaigns, using various
parameters (triggers, actions...)
/ Automation: definition of scenarios based on different conditions
What is it?
/ Automated workflow that’s easily configurable
/ Possible connections with several other Automation marketing tools (Drift,
HubSpot...)
Advantages
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