Today, the phrase “personalization” is bandied about in advertising circles greater than a hacky-sack at Burning Man.
We all know that personalizing our advertising campaigns brings us higher high quality leads, however it’s not at all times so simple as it appears to get began; earlier than you’ll be able to personalize emails, content material and affords for folks, you should get to know them.
You possibly can’t land certified leads with out attending to know them first.
So when Cookie Jar Marketing, a boutique advertising company based mostly in Tel Aviv, Israel, was given a contract to advertise the expansion of Cloudyn, a cloud monitoring and administration platform, they knew that the 1st step was to achieve a greater understanding of the platform’s prospects.
To realize that, Johnathan Nimrodi (Yoni for brief), Cookie Jar’s Content material Advertising and marketing Supervisor, devised a content material advertising technique that will:
- Assist Cloudyn achieve a greater understanding of their prospects by amassing extra details about them on an Unbounce touchdown web page, in trade for an book.
- Use these learnings to serve up a hyper-personalized supply that was certain to tickle their fancy.
Was Yoni’s technique profitable? Properly, let’s put it this manner:
That provide, despatched out within the type of a customized e-mail, bought a 51% open price and generated $21,000 a yr in income for the shopper.
Not too shabby, proper? Let’s check out how Cookie Jar Advertising and marketing achieved that.
Constructing and selling the content material
Earlier than they may accumulate prospect data on a touchdown web page, Yoni wanted a bit of content material to present away. As a straightforward win, he determined to compile a number of precious weblog posts into one super-comprehensive whitepaper.
The whitepaper targeted on totally different cloud distributors and broke down the options and pricing that one may count on from every. With a really aggressive pricing and options construction subsequent to that of the competitors, this was an effective way for Cloudyn to display their worth to folks in search of a cloud answer.
As soon as that was in place, Yoni started selling the whitepaper. Utilizing a number of channels at first, he lastly settled on LinkedIn, the place he was capable of very precisely goal the folks he was attempting to achieve, zeroing in on particular industries and job titles.
Cookie Jar’s most profitable advert on LinkedIn selling their whitepaper.
Every LinkedIn advert pointed to an Unbounce touchdown web page, the place prospects had been requested for a few of their data in trade for the whitepaper. And whereas Yoni was off to a great begin, he needed to make certain that this touchdown web page was acting at its greatest potential.
Optimizing touchdown pages for extra than simply conversions
The primary touchdown web page that Yoni used to advertise the whitepaper was quite simple. The shape for amassing prospects’ data was restricted to only 4 required fields. This primary variant transformed at 10.7%:
The primary iteration of Cookie Jar’s whitepaper touchdown web page.
That conversion price is likely to be within the a-little-low-to-decent vary, however there was extra than simply the conversion price that wanted optimizing.
Cloudyn makes use of salespeople to observe up with certified leads, they usually had been asking for extra data on the prospects. Yoni defined:
After I talked to the salespeople who adopted up with leads, they informed me that they didn’t have sufficient data to have the ability to confirm which leads had been ‘sizzling’ and ought to be known as instantly, and which ought to simply go right into a lead nurturing program.
Yoni requested them what sort of data they might require to make that a better proposition, and shortly constructed one other variant of the touchdown web page in Unbounce with the additional fields the gross sales crew requested for, seen under.
The longer kind on this Cloudyn whitepaper touchdown web page elevated conversion by 10%.
On the one hand, including extra fields to a kind can typically create friction, making prospects really feel as if there are extra hoops to leap via.
However alternatively, gathering additional data may also help the gross sales crew grow to be extra environment friendly. For instance, the brand new kind contained a discipline known as “Annual cloud spend.” If somebody had been to pick $5 million plus, it’s most likely value a salesman’s time to choose up the cellphone and name them.
Further fields be damned, the conversions on the web page doubled. And never solely had been there extra leads, however the leads they bought had been much more precious.
The gross sales crew abruptly had much more data to go on, and the leads had been doubling with no improve in advert spend, and no delineation from LinkedIn. And this was only the start.
After I requested Yoni why he thought the conversion price had jumped up that a lot, he replied:
I believe that the truth that we had been displaying them that we cared about who they had been made all of the distinction.
The extra questions requested of the customer, the extra they really feel appreciated as a possible buyer. It creates the impression that they are going to be supplied a customized service catered to their distinctive wants and needs. In flip, every of the leads generated via this touchdown web page ended up being much more certified, creating higher alternatives for the gross sales crew.
Making private connections
When extra data was added into the combination, it wasn’t simply the gross sales crew who was higher outfitted to do their job.
Below the path of Yoni, the Cookie Jar crew was in a position to make use of the additional data to personalize emails that went out to prospects who’d stuffed out the shape.
Utilizing Unbounce’s MailChimp integration and field mapping, they tagged all the fields so when a lead stuffed out and submitted the shape, this data was despatched to MailChimp.
Yoni had created an e-mail in MailChimp that will mechanically be despatched to leads as quickly as they stuffed out the shape. And with the knowledge collected on the touchdown web page kind, he was capable of personalize every e-mail that went out to leads, as you see within the picture under:
The personalization of the e-mail didn’t simply work, it labored past anybody’s expectations. The e-mail bought a 51% open price – and whereas the clickthrough price was not wonderful, they did get replies to the e-mail that resulted in a demo request price of an astounding 35%.
The salespeople at Cloudyn and the entrepreneurs at Cookie Jar couldn’t have been happier. Thus far, the whitepaper marketing campaign by itself has resulted in $21,000 value of enterprise, all from amassing extra information and personalizing communication accordingly.
That private contact
The secret for any advertising company is outcomes. Irrespective of how they’re achieved, the way in which to maintain shoppers is to ensure that they’re getting a wholesome return on their funding. And that’s what Cookie Jar Advertising and marketing has achieved for Cloudyn.
Typically you need to go in opposition to the grain and so-called “greatest practices” to attain these outcomes. Yoni was sure that he’d made the appropriate selection by limiting the variety of fields prospects must fill out. The fact was that including extra fields and creating extra friction resulted in additional conversions.
The completely satisfied results of these additional conversions is that that they had provided extra data, which enabled Yoni to create a customized e-mail that resulted in demo requests and in the end, gross sales.
Cookie Jar Advertising and marketing’s intelligent use of the Unbounce and MailChimp integration is paying dividends for Cloudyn, and it may very properly do the identical for you.