LAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip Campaigns

Growth Quiz
+
The New Art of Assisted Conversions
& Drip Campaigns

Craig Zingerline @craigzingerline | Bracketeers @bracketeers
Question 1
Which has 2x faster audience growth and 3x the monthly reach than others?
A) Desktop Web
B) Mobile Web
C) Native Apps
Submit your answer: bracketeers.com/scale

Question 1
Which has 2x faster audience growth and 3x the monthly reach than others?
 
A) Desktop Web
B) Mobile Web
C) Native Apps

Mobile Web Growth (Comscore)

B2B & Consumer products
both need multi-platform
reach & attribution
Growth Takeaway

Question 2
Which drove 37% more conversions (lead form submissions)?
A) Pricing B) No Pricing

Answer
Which drove 37% more conversions (lead form submissions)?
A) Pricing B) No Pricing

Know your buyers
They may not be anything like you!
“They want to sit back at their Dell desktop, and get a demo  
in their grey felt cube.”  
Jason Lemkin (SaaStr)

Question 3
Which Facebook Ad had a higher conversion rate?
A B

Answer
Which Facebook Ad had a higher conversion rate?
A B

Growth Takeaway
Spend less 
Increase reach while spending less by A/B testing & killing
underperforming ads quickly.
Possible tests:  
-A/B testing 2 different images (same text) 
-A/B testing 2 different text versions (same image) 
-A/B testing Facebook image vs text ad posts
Unless you are an expert, stay away from multi-variant tests!

Question 4
In an A/B test of main nav, changing “Features” to “Beneﬁts” did what
to the nav item click rate?
A B C
42% higher click rate Almost no change42% lower click rate

Tactical Growth Works
Small changes really do add up 
Simple change resulted in +42% CTR to  
beneﬁts, and more demos and more sales
Tests to try 
Test colors & size  
Test text variations 
Try different placements
???

Art of Assisted Conversions
Assisted Conversions are
interactions a user has with your
website that lead to a conversion* 
 
*but not the last interaction before
converting
For example 
How much does my blog assist in
driving conversions?

Why is this Important?
Traditional conversion rates don’t paint whole picture
Most users visit multi times before purchase/download/
sign-up
Don’t assume you know what channels work!

Question 5
Out of 135 recent form submissions, how many were assisted?
A B C
21 (16%) 7 (5%)59 (44%)

Assists by Channel / Source
Channels Source/Medium

Question 6
Out of 59 assists, how many can we attribute to our Blog?
A B C
38 (64%) 25 (42%)5 (8%)

Assists from Blog
43% of conversions were
assisted (59 of 135)
42% of those from Blog 
(25 of 59)

Our takeaways
Spend a lot more effort on blogging for 2 key reasons:
1) Blog is only 10% of our current trafﬁc but 42% of assists!
2) Increase in blog trafﬁc == many more conversions!
What can you uncover through looking at assisted conversions?

Scaling Cold Email
Creating highly personalized cold emails that  
get opened, are read, and drive results at scale.

Question 7
What subject line had an 80% open rate in a recent sales campaign?
A B C
“Ideas for expanding
online engagement for  
your athletic programs”
“Generating buzz  
with Brackets!
“Boosting fan
engagement before,
during & after games”

Traditional
One off emails  
(no tracking)
Batched, Personalized
Batched Follow-up  
(based on action)
Most have manual steps after 1st send

New Methods
Fully automated campaigns from 1st through last send
i.e. initial email plus 4 follow ups
Custom segments & Personalization
Prospects who reply removed from follow ups

Build Segments & Messages
Project / Account 
Leads
Directors and above
Decision MakersOn the ground
Segment 1 Segment 2
Initial Bump 1
Bump 2 Bump 3
Bump 4
Initial Bump 1
Bump 2 Bump 3
Bump 4
Messages Messages

Segment 1: Project / Account Leads
Direct
Tactical
CTA is next step in funnel

Segment 2: Directors and above
Appropriate Person
Ask Permission
Get intros

Build Follow Ups
Craft all follow ups in advance 
 
Have a CTA in every email
Add value in every email 
 
Be respectful

Considerations
A/B test subject lines
How many follow ups will I send? 
How many days apart? Weekends or no?
When are my leads online? (Optimal send time)

Contributions to open rate
Right subject line (A/B tested 3):  
“Ideas for expanding online engagement for your athletic programs” 
Frequency: 5 total sends, each 4 days apart
Time of Day: 10AM PST (when prospects are online)
Also see great open rate w/First Name in subject line

Our takeaways
Increase the throughput of sending each month >1000
We’re getting very strong opens
Getting high number of demos
Seeing interest after campaigns over

THANK YOU!
Quiz: http://bracketeers.com/scale
Slides: http://blog.bracketeers.com/launchscale-2015-slides/
Tweet @craigzingerline or email craig@bracketeers.com with any
questions. I’m always happy to help in any way I can.

Tools Used
Here are some of the tools mentioned in my talk.
Optimizely
Unbounce
A/B Testing
Sales
Automation
Toutapp
Sendbloom
Outbound.io
Crazyegg
Heat MappingAnalytics
Mixpanel
Google Analytics
KISSMetrics

Prospecting
Step 1) We started prospecting manually by finding leads on
websites, social media and LinkedIn. At first we sent emails manually.
We learned what worked and didn’t work before moving to step 2.
Step 2) From there, we engaged Bryan at quickreach.io
(bryan@quickreach.io) for lead prospecting and qualification. His
company is solving the problem founders face around lead generation
and he delivers leads in bulk using a variety of methods that we plug
into SendBloom.
Contact him and let him know I referred you if you’re looking for help!

LAUNCHSCALE - Growth Quiz + The New Art of Assisted Conversions & Drip Campaigns

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