Jan 8, 2017 | edocr |
How KISSmetrics used landing pages to generate $13,000 in sales opportunities per webinar KISSmetrics • A web analytics platform that helps you identify, understand, and improve the metrics that drive your online business. • 31 employees • Kings of inbound marketing & people analytics Nemo Chu Director of Customer Acquisition at KISSmetrics • Direct marketing expert • Not a clownfish Learn more about KISSmetrics KISSmetrics.com Goals Finding an effective way to turn their community of readers and followers into highly qualified leads for their online subscription service. Obstacles Time and Resources. Specifically, availability of availability of engineers and designers. Results $40,000 in highly qualified new sales opportunities after just 3 webinars. KISSmetrics - Case Study 3 When you first see Nemo Chu, his positive demeanor, big grin and dreadlocks instantly give you the impression that he’s a friendly guy. And then about 3 minutes into the conversation after you get past pleasantries, you realize he’s also a genius. Like many savvy online marketers, he clearly understands his goals and his challenge is then finding tools that allow him to realize his vision quickly. Nemo is the Director of Customer Acquisition at KISSmetrics, a people focused analytics tool for software as a service and ecommerce businesses. Nemo has been leading the marketing strategy at KISSmetrics. Through content marketing (ebooks, infographics, webinars, blog posts, social media, etc.), Nemo and the KISSmetrics team have built a reputation for being thought-leaders in the inbound marketing and analytics space. He’s built a community of readers and followers who know, like and trust KISSmetrics. But how does he convert those readers and followers into paying customers? Using landing pages, Nemo was able to turn the sign-up process for his webinars into KISSmetrics’ Nemo was able to turn the sign- up process for his webinars into KISSmetrics’ primary lead generation channel that converts members of the KISSmetrics community into leads. By introducing demo sign-ups during their webinar registration process, KISSmetrics received an average of $13,000 KISSmetrics - Case Study 4 in highly qualified new opportunities from each webinar they held. Unbounce’s integrations with partners like Zapier acted as the catalyst for the switch from GoToWebinar’s registration page to using an Unbounce page. As Nemo put it, “If it wasn’t for Unbounce, we would have no way to test those webinar sign-up forms. We couldn’t have got to where we are today.” In order to find this method of converting community members to leads, Nemo and his team ran a number of marketing experiments. Unbounce’s simplicity and quickness made “The alternative would be to call engineering, call your designer and wait X amount of weeks... It just so happens that we need to do a lot with very little at our company! There’s no way that we could move that fast if we had to call our engineers and designers to build something new every single time. We need to move faster. We can push out 3, 4, 5 initiatives a week thanks to Unbounce. We get more swings at bat! The more swings at bat you have, the more likely you’ll hit a homerun. ” it an obvious choice for those experiments. When asked what he would have done without Unbounce, Nemo said: Nemo represents a new breed of online marketer who is empowered by independence. He can test his ideas quickly, push landing page changes without development and communicate results instantly. This new breed of marketer is who Unbounce was built for. “The difference between marketing teams with slow growth and marketing teams with exponential growth is the speed of execution. No marketing team that I know of is short on ideas. What they are short on is the ability to execute. Unbounce lets us execute our ideas really fast, so we’re able to create new marketing channels quickly.” - Nemo Chu Build, Publish & Test Landing Pages Without I.T. We’ll pay the first month.
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