Advanced Online Marketing Analytics & Behavior-Triggered Lead Nurturing

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


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 $$$


Landing Page or Advanced Landing Pages?

• Non-Integrated Third Party Applications

Twitter: #KunoLeads

• Time Consuming• Advanced Skills Required


Advanced Marketing /Lifecycle Analytics


New Options for A/B Testing


Behavior-Triggered Events


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


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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A

B

29.5%

34.7%


Advanced Marketing/Lifecycle Analytics

Middle Funnel White Paper

Twitter: #KunoLeads

Twitter: #KunoLeads

Advanced Lifecycle Analytics


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


Advanced Marketing Analytics


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


Record Count Record Count

Closed Loop AnalysisHow are conversion rates changing since we started advanced lead analytics?



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.


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



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


Questions?

Advanced Online Marketing Analytics & Behavior-Triggered Lead Nurturing

Business

Transcript of Advanced Online Marketing Analytics & Behavior-Triggered Lead Nurturing