1. Building Successful Conversion Paths Kalamazoo HUG – March 2014 Mike Vittum Principal Success Engineer

2.  Little about me  Start with a plan  Build it and they will…convert  Track, Edit, Repeat  Questions AGENDA

3. Little about me. 1

4. Been with HubSpot for 2 Years IMC > IMC Manager > Principal Success Engineer I work with all customer segments to help them see value in HubSpot & their marketing strategy Little About Me…

5. Start with a plan. 2

6. How Many of You Start With a Plan?

7. Develop Personas

8. Sample Sally BACKGROUND: Head of Human Resources Worked at the same company for 10 years; worked her way up from HR Associate Married with 2 children (10 and 8) DEMOGRAPHICS: Skews female Age 30-45 Dual HH Income: $140,000 Suburban IDENTIFIERS: Calm demeanor Probably has an assistant screening calls Asks to receive collateral mailed/printed

9. Audit Your Current Content

10. Map Your Offer to the Buyer’s Journey

11. Research Stage Consideration/Validation Stage Decision Stage Buyer’s Journey

12. Build it and they will… CONVERT. 3

13.  Call to Action (CTA)  Landing Page (LP)  Thank You Page (TYP) What is a Conversion Path?

14. Landing Pages

15. Landing Page: Header & Sub-Header

16. Landing Page: Include an image

17. Landing Page: Copy

18. Landing Page: Form

19. Landing Page: Automated Follow Up Email

20. Best Practices For Landing Pages Create a clear, compelling header so the visitor understands the purpose of the page – Remember the blink test! Use a sub-header to promote the benefit of the offer Include an Image on the page. PRO TIP: Use the cover of the offer Relate to the problem or issue you are solving for in the top paragraph. Build the reader’s interest! Use bullet points to highlight items the reader will take away – Use numbers & “How to” lines Provide a wrap up sentence to build urgency for the reader – Play on the readers fears or problems Add form fields based on where offer fits In the buyers journey – Use Smart Forms to help make this easier

21. Thank You Pages 1 1 2 2 3 3

22. Best Practices For Thank You Pages Be sure the download link stands out and is very easy to find – Think Blink Test! Consider the next step you want the lead to take – remember the buyers journey Give a brief description on what the person should do – Loop in your Sales team for input on this Provide 2 paths for the lead: One path to the next stage in the funnel and another for them to move to BoFu – Spoon feed the path for the lead Make sure to return the navigation to the Thank You Page

23. Calls to Action

24. Best Practices For Thank You Pages Match the CTA with the headline of the landing page – Offer a congruent experience for the reader Tell the reader what to do – Download Our Ebook, Request a Demo Use pictures: cover of the content offer, picture that relates – Remember blink test! Place your CTAs on pages that match your reader’s needs (e.g. case studies on a pricing page) - Use the buyer’s journey to determine where to place CTAs Give the visitor a reason to click on your CTA - Use fear & doubt to attract click through

25. Track, Edit, Repeat 5

26. Use the Campaigns Tool… Playbook for your marketing campaigns!

27. Look at Persona Metrics…

28. Which emails did the best at bringing people into the campaign? Which offers were most popular? What blog topics generated the most leads? How did PPC do compared to social? What channels were most effective in this campaign? Are these outliers or trends? Ask Questions…

29. Do we really know our persona? Do we do a good enough job targeting our persona? Are the landing pages compelling enough? Is the content we offer valuable? What has worked? (Don’t forget to look at the positives!) Ask Critical Questions…

30. WHAT IS A KEYWORD ? PERSPECTIVE: Consumer/ Prospect Answers to tough questions drive IMPROVEMENT!

31. QUESTIONS?