This document outlines a presentation given by Scott Brinker of ion interactive and Sally Lowery of iContact on post-click marketing strategies. The presentation consisted of three parts: 1) a post-click marketing heuristic, 2) a case study showing why the status quo was not working for iContact, and 3) best practices for landing pages with Google Instant Preview for Ads. The case study discussed how iContact improved conversion rates by 32% by implementing self-segmentation, testing brand versus product creatives, and offering multiple product options tailored to customer segments.

1. Marke/ngProfs B2B Forum
June 2011
From Landing Pages
to Post‐Click Marke6ng
Sco$ Brinker, ion interac/ve
Sally Lowery, iContact
h$p://www.postclickmarke/ng.com

2. A Session in 3‐Part Harmony
1. A Post‐Click Marke/ng Heuris/c
2. Why the Status Quo Won’t Do
(Case Study)
3. Late‐Breaking News:
Google & Landing Pages 2011

4. CONTEXT
CONTEXT
CONTENT
CONTENT
CONVERSION
CONVERSION

11. >16%
conversion rate

45. Why Status Quo Won’t Do
Sally Lowery, Director of Revenue Marke/ng
iContact

46. About iContact
• Leading email marke/ng solu/on for small‐ to
mid‐size businesses
• Offer mul/ple edi/ons to meet today’s
business needs
– Managed and self‐service
– Professional services

47. “One Size Fits All” Wasn’t Working
• Mul/ple product offerings
• Road block with one offering
• Fall‐off and disengagement

48. • Message mis‐match
• Mul/ple streams of
conversa/on
• Li$le to no tes/ng

49. Landing Experiences That Engage
• Relate Instantly
• Dynamically Respond
• Ul/mately Engage

50. Our Plan of Ac/on
• Reviewed Performance
– Declining Conversion Rate
– Cost‐per‐acquisi/on growing
– Post‐click fall‐off

51. Prepare
• New product offering
– Game changer
• Went from one‐form to two‐form/three‐step
process
– Maintain CAN‐SPAM compliance

52. 1
2
3

53. Isolate Immediate Impact
• Text ads/banner crea/ve map to landing
experiences
• Promote mul/ple offerings based on persona/
business pain
• Create op/miza/on tests on product‐focused
versus brand focused

54. Our New Online Experience
• Self‐segmenta/on op/miza/on
• Brand vs. product crea/ve tes/ng
• Mul/ple offerings based on segmenta/on

55. Self‐Segmenta/on

56. Brand Vs. Product

57. Mul/ple Offerings

58. The Results
• Maintain stability during business process
changes
– Reduced the poten/al fall‐off from new form
process
– Held steady
• CPC
• CAC
– Widened net for funnel

59. Results
• Gaining valuable insights about prospects
– 5% of our small business acquisi/on spend self‐
segments to our larger /ered offerings
– How we think a prospect should respond isn’t
always how a prospect DOES respond

60. The Results
• Genera/ng more qualified leads
– Our conversion rate of prospect to customer has
increased by 32% within our trial campaign
strategy

61. Why It Works for Us
• Captures Data Without Being Invasive
• Allows for be$er campaign strategy from first
click to post‐conversion
• Gives us be$er intelligence regarding sales
readiness

62. Late‐Breaking News:
Google & Landing Pages 2011

63. A
B

74. Best Prac6ces with Google Instant
Preview for Ads
1. Design ma$ers
2. Message match
ma$ers
3. Long, page‐one
forms look bad
4. A/B test in matched
pairs

75. THANK YOU
Sco$ Brinker, ion interac/ve
Sally Lowery, iContact
h$p://www.postclickmarke/ng.com