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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
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