the growth marketers' guide to hacking the customer journey
TRANSCRIPT
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The Growth Marketers’ Guide to Hacking the Customer Journey
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MEET THE SPEAKERS
Tyson Quick CEO, Instapage
@tysonquick
#GrowthMarketing
Guy Marion CMO & Growth, Autopilot
@guy_marion
Michael Sharkey CEO and Co-founder, Autopilot
@michaelsharkey
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2:00 PM
Welcome
2:15 PM
Attract and retarget new visitors through low-cost channels
2:45 PM
Convert visitors to leads with targeted landing pages
3:15 PM
15 minute break
AGENDA
#GrowthMarketing
3:30 PM
Nurture signups to a sale with automation
4:30 PM
How Autopilot uses Autopilot to grow
5:15 PM
Wrap up
5:30 PM
Networking
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CREATE THE BEST CUSTOMER JOURNEY & WIN!
#GrowthMarketing
Grand prize • Instapage 1 year FREE • Autopilot 1 year FREE • Narrative Clip
Runner up
• $100 Amazon gift card
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Creating a wow customer journey
6#GrowthMarketing
DOGTODAYL IKE UBER FOR DOGS
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GROWTH MARKETING JOURNEY
#GrowthMarketing
Clicks the ad and visits your website Enters your retargeting funnel
Enters your trial journeySigns up for free trial Requests more dogs
Sees retargeting ad
Try DogToday free
Lonely?
Becomes a customer
Why dogs are the cure for loneliness http://autop.co/1ev56jB
DogToday
Sees a sponsored ad on Facebook
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Attract and retarget visitors through low-cost channels
ABOUT INSTAPAGE
Instapage makes building and A/B testing landing pages simple
#GrowthMarketing
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PROMOTE CONTENT ON HIGHLY TARGETED, LOW CPC CHANNELS
#GrowthMarketing
Target by: Demographics | Interests | Behavior | Hashtags | Product Preferences
11#GrowthMarketing
HOW DOES RETARGETING WORK?
Retargeted consumers are nearly 70% more
likely to make a purchase compared to
non-retargeted consumers
1) A visitor comes to your website
2) They leave before converting
3) Retargeting ads are displayed
around the web
70%
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DISPLAY & SEARCH RETARGETING
#GrowthMarketing
• Benefits focused
• Strong call-to-action
• Bid up by 30-40%
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RETARGETING TIPS
#GrowthMarketing
Set frequency caps to avoid banner fatigue
Rotate offers to keep CTR high
Know what days and times have the highest conversion rates
Align your cookie duration with your buying cycle
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Demo Time
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Convert visitors to leads with targeted landing pages
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BEST PRACTICES FOR HIGH PERFORMING LANDING PAGES
#GrowthMarketing
A/B split test
Focus on one main goal
Buttons - bigger, louder, cooler
Personal call-to-action phrases
Testimonials & trust indicators
And of course, the most important guiding principle: Keep it simple
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Keep on Instapaging & take a 15 minute break
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Nurture signups to a sale with automation
ABOUT AUTOPILOT
The easy and visual way to automate customer journeys with email, in-app messaging, sms, and postcards
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65% feel marketing can do a better job staying in touch
WHY AUTOMATE YOUR MARKETING?
#GrowthMarketing
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CONSUMER EXPECTATIONS ARE CHANGING
of consumers are turned off by
generic marketing
72%
#GrowthMarketing
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LET’S CREATE THE DOGTODAY NEW USER EXPERIENCE
#GrowthMarketing
Our objective is to get our new users to signup, download our app, and order their first dog within 24 hours.
VerificationSign up Orders first dog
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Submit Your DogToday Page https://instapage.com/event
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How Autopilot Uses #Autopilot to Grow
30% - 50% of sales leads are not
ready to buy
ACCELERATE GROWTH WITH NURTURING
#GrowthMarketing
Paid Lead
Organic Lead
Evaluate
Customer
Nurture Machine
Re-activated Lead
70% 20% 10%
% of Monthly Leads
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RESULTS SUMMARY
#GrowthMarketing
Customer journey marketing drives revenue
Personalized onboarding increases conversion rates
Systematic nurturing resurfaces lost leads
Upsell opportunities exist
High NPS customers will renew and refer
10% - 20% increase in top line revenue
25% - 100% increase in engagement
Reactivate 2% of old leads by nurturing
87% of customers share great experiences
Drive 3% - 5% expansion from journeys
#GrowthMarketing
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ACQUISITION METRICS
#GrowthMarketing
Attract
Land
RetargetConvertGrowth
Marketing
cost-per-click (CPC)
cost-per-lead (CPL)% form completed
activation % conversion % average sales price (ASP) Cost Per Acq. (CPA)
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QUESTIONS?
#GrowthMarketing
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autopilothq.com blog.autopilothq.com
@autopilotus
instapage.com instapage.com/blog
@instapage
GET IN TOUCH