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Marke/ngProfs
B2B
Forum
          June
2011

  From
Landing
Pages
to
Post‐Click
Marke6ng
    Sco$
Brinker,
ion
interac/ve
       Sally
Lowery,
iContact


 h$p://www.postclickmarke/ng.com
A
Session
in
3‐Part
Harmony
1. A
Post‐Click
Marke/ng
Heuris/c
2. Why
the
Status
Quo
Won’t
Do

   (Case
Study)
3. Late‐Breaking
News:
   Google
&
Landing
Pages
2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
CONTEXT




             CONTEXT
 CONTENT




             CONTENT
             CONVERSION
CONVERSION
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
>16%

conversion
rate
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
Why
Status
Quo
Won’t
Do

Sally
Lowery,
Director
of
Revenue
Marke/ng
               iContact
About
iContact
• Leading
email
marke/ng
solu/on
for
small‐
to

  mid‐size
businesses
• Offer
mul/ple
edi/ons
to
meet
today’s

  business
needs
  – Managed
and
self‐service
  – Professional
services
“One
Size
Fits
All”
Wasn’t
Working
• Mul/ple
product
offerings
• Road
block
with
one
offering
• Fall‐off
and
disengagement
• Message
mis‐match
• Mul/ple
streams
of

  conversa/on
• Li$le
to
no
tes/ng
Landing
Experiences
That
Engage
• Relate
Instantly
• Dynamically
Respond
• Ul/mately
Engage
Our
Plan
of
Ac/on
• Reviewed
Performance
  – Declining
Conversion
Rate
  – Cost‐per‐acquisi/on
growing
  – Post‐click
fall‐off
Prepare
• New
product
offering
  – Game
changer
• Went
from
one‐form
to
two‐form/three‐step

  process
  – Maintain
CAN‐SPAM
compliance
1




2
        3
Isolate
Immediate
Impact
• Text
ads/banner
crea/ve
map
to
landing

  experiences
• Promote
mul/ple
offerings
based
on
persona/
  business
pain
• Create
op/miza/on
tests
on
product‐focused

  versus
brand
focused
Our
New
Online
Experience
• Self‐segmenta/on
op/miza/on
• Brand
vs.
product
crea/ve
tes/ng
• Mul/ple
offerings
based
on
segmenta/on
Self‐Segmenta/on
Brand
Vs.
Product
Mul/ple
Offerings
The
Results
• Maintain
stability
during
business
process

  changes
  – Reduced
the
poten/al
fall‐off
from
new
form

    process
  – Held
steady
     • CPC
     • CAC
  – Widened
net
for
funnel
Results
• Gaining
valuable
insights
about
prospects
  – 5%
of
our
small
business
acquisi/on
spend
self‐
    segments
to
our
larger
/ered
offerings
  – How
we
think
a
prospect
should
respond
isn’t

    always
how
a
prospect
DOES
respond
The
Results
• Genera/ng
more
qualified
leads
  – Our
conversion
rate
of
prospect
to
customer
has

    increased
by
32%
within
our
trial
campaign

    strategy
Why
It
Works
for
Us
• Captures
Data
Without
Being
Invasive

• Allows
for
be$er
campaign
strategy
from
first


  click
to
post‐conversion
• 
Gives
us
be$er
intelligence
regarding
sales

  readiness
Late‐Breaking
News:
Google
&
Landing
Pages
2011
A


    B
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011
Best
Prac6ces
with
Google
Instant

Preview
for
Ads

1. Design
ma$ers
2. Message
match

   ma$ers
3. Long,
page‐one

   forms
look
bad
4. A/B
test
in
matched

   pairs
THANK
YOU
   Sco$
Brinker,
ion
interac/ve
      Sally
Lowery,
iContact




h$p://www.postclickmarke/ng.com

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From Landing Pages to Post-Click Marketing - MarketingProf B2B Forum 2011

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