The document provides an agenda for a marketing event hosted by the HubSpot User Group (HUG) in Austin. The presentation portion will focus on taking landing pages to the next level by converting more visitors, moving leads through the funnel more quickly, collecting more information, and celebrating successes. Some key tips discussed include demonstrating more value upfront with content samples, incorporating secondary offers and lead nurturing, and using smart forms to qualify prospects and pass more useful information to sales.

1. TAKEYOUR LANDING PAGESTOTHE NEXT
LEVEL
Parker Short, Jaxzen Marketing Strategies

2. Welcome to
Agenda:
11:30-11:50 am - sign in/network/fill out lunch order card
11:50am - Announcements
12:00pm -12:40 pm - Presentation: Take Your Landing Pages
to the Next Level
12:45pm - Wrap up

3. First time at HUG?
We’re so glad you’re here! We meet once a month to share
inbound marketing best practices and get to know other
marketers in Austin.

4. Upcoming HUG Events:
September 29: Lunch meeting at Flying Saucer
October 27: Lunch meeting at Flying Saucer
November 10: Happy hour at Inbound in Boston
November 18: Lunch meeting at Flying Saucer- The Best of
Inbound with HubSpot guest speaker Ari Plaut
No meeting in December

5. Reminders about changes to HUG
• We’ll be sending out a survey after each HUG meeting to
get your feedback.
• If you have a job opening you’d like to share with the
HubSpot User Group, there’s a place on the HUG site for you
to share the information. We’ll send an email out to the
whole HUG list.

6. HUG is GROWING
Great news: we’ve had record numbers of RSVPs for the last
few meetings.
In order for us to plan accurately and make sure we have
enough space, we’re going to start sending an email when
RSVPs have filled up for the month. If your plans change and
you’re unable to join us, please let us know so we can open up
your spot for someone else.

7. Headed to Inbound?

8. If 10 members use code: Win a copy of an inbound influencer’s book
If 20 members use code: Win exclusive HUG branded swag
Group with the most codes used: Entire group gets access to reserved
up-front seating during all keynotes & INBOUND Rocks!
Already registered and didn’t use the code? Email kelly@jaxzenmarketing.com
INBOUND 2016 Prizes for HUGs
Our Code: HUGAustin
$50 off

9. INBOUND 2016
Our Code:
HUGAustin

10. TAKEYOUR LANDING PAGESTOTHE NEXT
LEVEL
Parker Short, Jaxzen Marketing Strategies

11. HELLO!

12. WHO AM I?
• Parker Short
• Co-founder of Jaxzen Marketing Strategies
• Fun Fact: My other job is teaching babies to take
selfies

14. NEXT LEVEL AGENDA
• Converting more visitors on a landing page
• Move leads through the funnel more quickly
• Hand them off to sales with more information
• Celebrate!

15. NEXT LEVEL AGENDA
• Converting more visitors on a landing page
• Move leads through the funnel more quickly
• Hand them off to sales with more information
• Celebrate!

16. INBOUND METHODOLOGY
Today, we’re mainly looking at here And a little bit here

17. ONE OTHER NOTE
• Landing page - a page designed for a conversion
(HubSpot definition)
• Landing page - the first page you land on on a
website (Google & everyone else definition)

18. QUESTION
What’s the last form you filled out
to get an ebook/white paper/
download?

19. I’M WILLINGTO BET…
• That the color of the download button didn’t affect whether
you filled out the form
• The bullet points didn’t make the difference in you converting
• The offer in question was not an extended brochure or
feature list
• Whether the page said “Free” or “Complimentary” didn’t
sway you

20. I’M ALSO WILLINGTO BET…
• What you downloaded helped solve a problem
• Helped you learn about something happening in
your industry
• Had a clear value proposition

21. “The biggest factor in a landing page being successful
is whether or not it offers something valuable to the
visitor”
- Me, right now
(Lots of other, smarter people, too)

22. LANDING PAGE STRATEGY IS
CONTENT STRATEGY
• What makes for a good content strategy?
• Understand who your target prospects are
• Understand what challenges your prospects are
facing
• Understand what questions your prospects are
asking as they move through the buyer’s journey

23. AWARENESS CONSIDERATION DECISION
User Behavior
Research & Info Needs
Key Terms
Content Types
BUYER STAGES
Have realized and expressed
symptoms of a potential prob-
lem or opportunity
Research focused on vendor
neutral 3rd party information
around identifying problems or
symptoms
Troubleshoot
Issue
Resolve
Risks
Upgrade
Improve
Optimize
Prevent
Solution
Provider
Service
Supplier
Tool
Device
Software
Appliance
Compare
Vs.
versus
comparison
Pros and Cons
Benchmarks
Review
Test
Have clearly defined and given a
name to their problem or oppor-
tunity
Have defined their solution
strategy, method, or approach
Committed to researching and
understanding all of the available
approaches/methods to solving
their defined problem or oppor-
tunity
Researching supporting docu-
mentation, data, benchmarks or
endorsements to make or recom-
mend a final decision
Analyst reports
Research reports
eGuides & eBooks
Editorial content
Expert content
White papers
Educational content
Webcase/podcast/video
Vendor comparisons
Product comparisons
Case Studies
Trial Download
Product Literature
Example
I have a sore throat, fever,
and I’m achy all over.
What’s wrong with me?
Aha! I have strep throat.
What are my options for
relieving or curing my
symptoms?
I can see a primary care
physician, ER, nurse or clinic.
The ER costs $$$, but are the
fastest & I have insurance.
Comparison white papers
Expert Guides
Live interactions
Live Demo
Buyer’s Journey

24. NEXT-LEVEL LANDING PAGES
• Demonstrate more value before people submit their
information
• Use content samples to show people a preview
• If your landing page is for a webinar, consider making
a preview or sample video
• Include social proof, if available

25. NEXT LEVEL AGENDA
• Converting more visitors on a landing page
• Move leads through the funnel more quickly
• Hand them off to sales with more information
• Celebrate!

26. CONVERSION PATH
• Knowing which offers to use and when to use them
determines your conversion paths
• Your awareness offers should lead people to consideration
offers
• Your consideration offers should lead people to decision offers
• If you have your content mapped out beforehand, this is much
easier

27. CONVERSION PATH
• Begin with the end in mind
• What do you ultimately want a lead to accomplish?
(e.g. Demo,Trial, Consultation)
• Reverse engineer from there
• Before people fill out the demo form, what should
they know about your solution?

28. SIMPLE CONVERSION PATH
Traffic Source
(CTA,Ad, Email)
Landing page
with Form
ThankYou Page
Follow-up email
(Avoid using inline thank you messages)

29. How can we improve on this to move people
through the sales process more quickly?

30. ADD A SECONDARY OFFER
Traffic
Source
LP w/
form
ThankYou
page w/
secondary
offer & form
Follow-up
email
FinalThank
You page
Follow-up
email

31. THEN INCORPORATE LEAD
NURTURING
Traffic
Source
LP w/
form
ThankYou
page w/
secondary
offer & form
Follow-up
email
FinalThank
You page
Lead
Nurturing
- level 1
Follow-up
email
Lead
Nurturing
- level 2

32. THEN INCORPORATE LEAD
NURTURING
Traffic
Source
LP w/
form
ThankYou
page w/
secondary
offer & form
Follow-up
email
FinalThank
You page
Lead
Nurturing
- level 1
Follow-up
email
Lead
Nurturing
- level 2

33. NEXT-LEVELTHANKYOU
PAGES
• Use smart content to personalize the headline
(e.g.“Parker, here’s your copy of this great ebook”)
• Use smart content to personalize the next offer’s
headline (e.g.“Learn how this checklist can help
Jaxzen Marketing Strategies”)
• Use smart forms to collect more information

34. BONUS: NEXT-LEVEL
CAMPAIGNS
• Organize all of your assets into one campaign
• You can clone campaigns, and then you have a
starting point for everything, you just need to
update the content
• MassiveTimesaver

35. NEXT LEVEL AGENDA
• Converting more visitors on a landing page
• Move leads through the funnel more quickly
• Hand them off to sales with more
information
• Celebrate!

36. SMART FORMS AND DATA
COLLECTION
• Determine with sales what information you need
to qualify a prospect
• Incorporate that as queued questions on all of
your landing page forms
• You can try to capture enough information on the
second offer to qualify and pass along to sales

37. NEXT LEVEL AGENDA
• Converting more visitors on a landing page
• Move leads through the funnel more quickly
• Hand them off to sales with more information
• Celebrate!

38. Woohoo!

39. QUESTIONS?