How Leadpages uses event data to improve conversions

CUSTOMER SUCCESS STORY

THE BACKSTORY

LeadPages, a Minneapolis-based startup that builds templates, tools, and analytics

for high-performing marketing landing pages, has quickly built a reputation as an industry

leader and front runner. Since launching in 2012, the company has raised more than $38M

in funding and grown its customer base to more than 40,000 subscribers.

At the heart of LeadPages’ growth and product strategy is a practice called conversion

optimization—a practice that involves studying user behavior, launching A/B tests,

and improving marketing efficiency with more precise messaging and targeting. In an age

where audience attention spans are spread thin, LeadPages has a knack for making every

interaction count.

When it comes to choosing marketing tools and building out processes, the company

doesn’t have time to waste. Efficient, impactful, and highly tailored marketing practices

enabled LeadPages to grow its customer base from 0 to 15,000 and its run rate to $3.5M

within 9 months of launching—before the company had even raised their first funding

round.

To date, LeadPages has been using a mix of marketing techniques to grow and engage its

customer base. Techniques have included an educational content library, co-branded

webinars with complementary marketing technology companies, and free landing page

templates. Having solidified its sales funnel, the company is now looking to further reach

and engage its audiences.

LeadPages, a Minneapolis-based startup that builds

templates, tools, and analytics for high-performing

marketing landing pages, has quickly built a reputation

as an industry leader and front runner. Since launching

in 2012, the company has raised more than $38M

in funding and grown its customer base to more than

40,000 subscribers.

COMPANY LOCATION

Minneapolis

INDUSTRY

Tech

EMPLOYEE COUNT

150+

CUSTOMERS

40,000+

THE BACKSTORY

As part of these growth goals, LeadPages is building a long-term, data-driven event

marketing program. The company hosted its first-ever Converted conference in October

2015 and used Attendify to manage interactions and build closer relationships with

the event’s 500 attendees.

“We have a unique opportunity to build an impactful content program from the ground up.

We want to grow the size every year and get up to several thousand attendees. That’s why

we’re devoting so much attention to every attendee interaction and touchpoint—to ensure

a memorable experience and to better connect audiences with LeadPages as a company.

Julie CarrollConference and Events Director

THE GOAL

A central place to communicate important logistics about the event

LeadPages’ ultimate goal is to create a global events strategy.

Having run events all over the world at previous jobs, Carroll knew that the right event app

would be crucial for long-term success. She sought out a tool that would go above

and beyond in terms of improving interactions with attendees.

“We wanted to set the stage for Converted to be an ongoing conference that people will

look to each year,” says Carroll. “We want to be a trusted resource for DIY digital marketing,

and we want to empower our users to come to these conferences to learn—even if they

aren’t LeadPages users.”

THE GOAL

“He had a positive experience from using Attendify as an attendee at another event,” says

Carroll. “It was pretty clear that Attendify had the exact tools that we needed to ensure

a smooth and engaging attendee experience. Not to mention, we knew that Attendify

would be the right tool for collecting the data that we’d need for our events strategy moving

forward.”

“We wanted to connect with our attendees on a personal level for a seamless event

experience,” says Carroll. “We wanted to make the most out of every interaction

and touchpoint—to learn about the sessions they were attending and the content they

found interesting. We also wanted to facilitate engagement on Twitter and Facebook.”

Carroll found Attendify through a referral from her CEO.

THE SOLUTION

An easy-to-use, DIY event app that enhances engagement from multiple sides

Off the bat, Carroll found Attendify easy to use. Instead of wasting time printing schedules

and chasing administrative details, she was able to get right to business in creating

a streamlined and engaging attendee experience.

“Everything that we needed was already built within Attendify,” says

Carroll. “The ease of use was incredible. It took just a few hours

to build the app and load all of our content. I was able to schedule

updates to our attendee base in 30 seconds—a fraction of the time

that it would take to manage communication over paper and email.

Attendees came away less confused and better able to focus

on maximizing their value from Converted.”

THE SOLUTION

Carroll lists the following as key components of her early strategy:

Enhanced, in-the-moment communication with attendees.

Carroll and events team run a paperless and close-to email-less operation—

communicating with attendees through their event app, itself. “We used Attendify to set-up

push notifications with valuable logistical details,” says Carroll. “We also used it to follow

up with our attendees, even a!er the conference. We sent a memo wishing our attendees

a safe trip home, too.”

Systemized, streamlined data collection around attendee experiences.

Carroll and the LeadPages team expecnt to host Converted for years to come. They’re

using Attendify to collect data for process improvements along the way. “A!er attendees

participate in a session, they’re able to go back to Attendify and rate their experiences,”

says Carroll. “I’ve found this content incredibly useful for better-tailoring our marketing. We

can see what’s effective and what’s delivering value, evolving our presentations movig

forward.”

THE SOLUTION

Carroll and her team position social media and community as essential to LeadPages’

event strategy. At Converted, they used Attendify’s private social network features

to help employees connect and generate buzz on social media. “Attendify’s social

integration features were great for helping employees connect and spread the word,”

says Carroll. “Our attendees could easily choose updates to share on Facebook

and Twitter. Attendify allowed us to pre-populate our conference hashtag on status

updates to make sharing easier.”

Improved social connections and community-building features.

Carroll points to top-notch customer support as a key benefit to working with

Attendify as a partner. “With event planning, last minute emergencies come up all

the time,” Carroll says. “And sure enough, we needed help with a last-minute

adjustment to our app store submission. The Attendify team responded quickly

and helped us with no delays or issues.”

Dedicated customer service with fast response times.

WHAT’S NEXT

A data-driven events strategy with more consistent feedback loops and better content

LeadPages has already begun acting upon the data that they generated from Converted

2015. They’re using Attendify’s feedback surveys to improve marketing communications

and event content, moving forward.

Carroll and her team have integrated Attendify with Eventbrite to deploy and manage

a feedback survey. Attendees have the ability to rate specific sessions and identify areas

of improvement.

Over the next year, Carroll and her team will be using this data to grow.

“I found it incredibly useful to loop back at those ratings and determine what content we

should be recreating or ditching in the future,”

Julie CarrollConference and Events Director

+1 866 944 8678, 2225 East Bayshore Road, Suite 100, Palo Alto, CA 94303© 2016 Attendify. All rights reserved.

It was pretty clear that Attendify hadthe exact tools that we needed to ensure a smooth

and engaging attendee experience.

Julie Carroll, Conference and Events Director

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