best practices

Autopsy of a great landing page execution

This morning, Marketo announced the online availability of The Definitive Guide to Lead Nurturing, a comprehensive Marketo workbook that delivers the practical advice and do-it-yourself guidance required to turn lead nurturing theory into practice. This is definitely a must read guide for anyone interested about lead nurturing.

The news is spread all over Twitter, which is good. But what really caught my attention is Marketo’s landing page execution. They really did a great job at capturing leads. The sequence is made of 3 pages and here are my observations for each one.

Marketo Landing Page 1

Marketo Landing Page 1

Landing page 1: Complete guide offer

The page has a quick description of the offer and why it is valuable. The guide is divided in 4 parts. The first part is given without registering (see red arrow on the left).

The second, third and fourth part will also be given but at a future date (see 3 red arrows on the right). Now that is the reason why the lead should complete the form. The compelling offer here is to register to get the full guide now. They are giving the lead a powerful incentive to register: get it now!

Second point, the form to capture information is located at the top right of the page. That make sure it is easy for the lead to see it and complete it to get the full version of the guide.

Third point: the most important content is above the fold (green line on the screenshot).

Lastly, they added trusted source to endorse the guide and gives a lot of credibility on the value of the content.

Quick comment about the menus: It is recommended that you strip any menus on your landing pages to make sure leads only go where you want them to go. But I would only recommend that if lead are coming from your website and already know you. In this case, the page is promoted in PR and is retweeted a lot. So a lot of visitors don’t know Marketo yet and this is why is better to leave all menus.

Marketo landing page 2

Landing page 2: Webinar offer

Instead of being redirected to a classical Thank you page after completing the form, the lead is taken to a second offer. This offer is directly related to the first one, in fact, it is a Webinar about the guide that the lead just downloaded. If the lead is interested to the guide, he will most probably be interested in the Webinar about the guide.

The cool thing about the landing page flow is that Marketo is using progressive profiling. Progressive profiling is the technique use to ask new questions to a lead when he come back.  Now on this second form, Marketo ask for State, # Employees, Industry.  This is a very good way to build leads profile without annoying them with all the same question again and again.

Note that now the header has change and there is no menus available. The lead now knows Marketo and is pushed in the direction where Marketo wants it.

Marketo landing page 3

Marketo landing page 3

Landing page 3: Thank you + blog subscription offer

Now that the lead has register to get the complete guide and to attend the Webinar, it is the time to thank the lead. But instead of leaving it there, Marketo just added a little extra, which does not require registering with them. They simply offer a quick RSS subscription to their blog, very little engagement from the lead but very valuable for Marketo to increase their blog subscription base.

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How to convince higher management of Twitter’s value: Twitter 101 for business

Thursday, Twitter announced on it’s blog a new website that demonstrate how customers are getting value out of Twitter and suggest techniques businesses can employ to enhance that value. It is called: Twitter 101, A Special Guide. The content is very useful to help anyone to get started with Twitter. More over, it provides best practices and case studies.

So if your are currently working in an organization that is wondering what Twitter is all about and how to use it on a corporate level or if your are trying to convince higher management of Twitter’s value, you definitely want to read this guide. Twitter even provides the slides to use in your presentation.

Twitter 101, A Special Guide

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Saturday, July 25th, 2009 Inbound Marketing, Social Media 3,780 Comments