RAPID FIRE SESSION

CAPTURE

PRESENTED BY:

JANELLE JOHNSON, DIRECTOR, DEMAND GEN

MONICA MAYK, MARKET CONNECTIONS

Agenda

1 “CAPTURE” OVERVIEW

2 3 TOP TIPS

Killer Calls to Action

Reducing Friction

Testing & Optimizing

3 SUCCESS STORY:

MARKET CONNECTIONS

4 Q& A

EX

PA

ND

Strategy

Analysis

Execution

How Do I Capture Visitors?

Remember, It’s All About the Cookies!

Submit

Button Cookies to capture user info

Email

Click

Create Killer

CALLS-TO-ACTION

Your CTA Checklist

Format – Match it to your medium

Language - Be clear and direct; use the active tense

Content - Make it engaging and encouraging

Size - Make your CTA big enough to grab attention

Color - Use color to draw attention to your CTA

Placement - Put your CTA on prime real estate

Repetition - Repeat the suggestion to click if space allows

White space - Let your CTA have room to breathe

Icons and images - Incorporate visual clues

Landing Page – Direct to a dedicated landing page to get offer

Create Killer CTAs

56% of advanced B2B marketers

said content-based offers were their

most successful campaigns.

- Demand Gen Report Research

REDUCING FRICTION

Driving Email Clicks

• You already have

contact info for folks

in your database

• Reduce friction by

providing direct

access

• No form needed!

Limit Required Form Fields

Control Short Form

Don’t Let Them Get Lost

44% of clicks for B2B companies

are directed to a home page,

not a landing page.

- MarketingSherpa

TESTING & OPTIMIZATION

A/B Testing

For 2 years running, A/B testing is the most used

method for improving conversion.

- Econsultancy

What to Test

Content Structure Design

Subject Line

Headline

Button Copy

Offers

Copy Length

Placement

Number of Form Fields

Mobile-Friendly

/Responsive

Layout

Colors

Images

HTML vs Text

SEO Audit Email Testing

Layout 1 Layout 2 (3 subject lines)

SEO Audit Email Testing

Control Offer Test

SEO Audit Email Testing

MARKET CONNECTIONS, INC. A Success Story

Market Connections, Inc.

Content Marketing to

Generate Opportunities

• Sales-focused

• Leverage employee

knowledge/talent

• Use blog and social media for

promotion

• Feature clients and prospects

• Employ in sales/

biz dev comms

Market Connections, Inc.

The Challenges:

• Steady and growing traffic, but

we didn’t know much about our

visitors

• Not driving enough traffic to our

main website

• Needed to justify more than

brand equity/exposure

Market Connections, Inc.

More Challenges:

• Managing forms

and source codes

• Great content,

lousy tracking

• Difficult to prove value and

focus efforts

Market Connections, Inc.

Solutions

• Act-On forms

• Salesforce integration

• Email tracking

• Daily visitors digest

• Lead scoring

Market Connections, Inc.

Added Bonus!

• Tracking on

two websites

• We know what’s

driving traffic

Market Connections, Inc.

Added Bonus!

• Use tracking to

refine content

• Show value

over time

Market Connections, Inc.

Added Bonus!

• Use tracking to

refine content

• Show value

over time

• Identify most valuable

activities

Market Connections, Inc.

Added Bonus!

• Use tracking to

refine content

• Show value

over time

• Identify most valuable

activities

Wrap Up

• Q & A

• Got questions?

Come see us in the Genius Lounge

Your CTA Checklist

Format – Match it to your medium

Language - Be clear and direct; use the active tense

Content - Make it engaging and encouraging

Size - Make your CTA big enough to grab attention

Color - Use color to draw attention to your CTA

Placement - Put your CTA on prime real estate

Repetition - Repeat the suggestion to click if space allows

White space - Let your CTA have room to breathe

Icons and images - Incorporate visual clues

Landing Page – Direct to a dedicated landing page to get offer