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Brian's here to help with all things FunnelEnvy for Marketo.

Use Google Analytics to Understand and Convert Leads

You’re already leveraging Google Analytics to drive website strategy. But you’re missing crucial context about the single most relevant factor for predicting and influencing visitor behavior: their stage in the buying process.

You use this context in your marketing automation campaigns – different messaging and different offers based on content consumed and lead score. You exclude existing customers from paid acquisition campaigns. But when you look at website data in Google Analytics, all of those visitors are lumped together.

The revenue opportunity for an existing customer is different from a new visitor. And the content and offers that are relevant to a new visitor are redundant for a lead in your marketing or sales pipeline.

Let’s take a look at how you can get data on leads into your Google Analytics reporting views, and what to look for once you’ve got it.

What’s a lead?

Leads are visitors who have identified themselves, but haven’t paid you money. They might be on a free trial, or they might have filled out a form to access gated content.

Getting lead data into Google Analytics

First, create a Custom Dimension to hold data about visitor stage.

Open up your Google Analytics account and click on the admin section.

Screenshot of 'Admin' option in Google Analytics

Next, go the “Property” panel and click on “Custom Definitions” then “Custom Dimensions.”

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(more…)

By |2020-07-31T08:12:28-07:00July 21st, 2020|Uncategorized|0 Comments

How Hotjar Can Help You Convert More Leads

Hotjar is a great complement to Google Analytics. Layering qualitative and visual data over the raw numbers gives you another dimension of insights.

But just like with your Google Analytics data, if you ignore key segments, you do so at your own risk.

Imagine, for example, that a heat map shows you that only 20 out of every 1,000 of visitors click on your Product Tour CTA. In fact, the scroll map shows you that only 15% of visitors even reach that section of the page.

You might conclude that the section and CTA don’t matter, and consider removing them.

Now imagine that all 20 of those visitors are leads – visitors who have identified themselves by signing up for a free trial, downloading a resource, or attending a webinar. Suppose that on average 15 of those 20 leads end up turning into opportunities. The Product Tour just went from wasted space to one of the highest-value interactions on the site!

Fortunately, it just takes a bit of work to begin segmenting your most valuable visitor data in Hotjar. Let’s look at how to do this with leads.

Why leads?

While leads might not be your most important identifiable visitor segment, for most B2B SaaS sites they deserve special attention. In fact, they’re already getting special treatment in your nurture campaigns. (Right?) And hopefully you’re personalizing offers and CTAs for them as well.

Still, the steps below will work for any segment you can identify. Target accounts, industry of interest, or existing customers can all be given VIP status in Hotjar.

Setup

Before you begin, make sure you have two things in place.

1. Hotjar Plus or Business

The free plan doesn’t support custom tags and triggers.

2. A way to identify leads on your website

Not sure how to do that? This post will walk you through it. And if you’re using Marketo, FunnelEnvy automatically syncs lead status with all your frontend tools – Google Analytics, Drift, Google Optimize, and yes, Hotjar.

Tag session recordings

Watching playback of visitor sessions is a great way to put yourself in your customer’s shoes. It’s also dauntingly time consuming. One day’s worth of recordings could take a month to view.

So clearly you need to prioritize what you focus on. Watching a half dozen leads interact with your website will yield more insight than watching a hundred anonymous visitors land, scroll, and bounce.

All you need to do is execute a single line of code when you identify a lead on the site:

hj('tagRecording', ['leads']);

Set this up, and you’ll be able to filter recordings later.

Screenshot of Hotjar recordings filtered for leads

(See the Hotjar docs for more detail on how this works.)

Trigger heat maps

Instead of mixing clicks from anonymous visitors, customers, and leads all into a single heat map, you can create one for leads only.

You’ll need to create a heat map with a JavaScript trigger, then fire the trigger when leads visit the page in question.

If you’re using FunnelEnvy for Marketo, it’s as easy as adding a Trigger to Google Tag Manager:

Screenshot of a Trigger in Google Tag Manager

(FunnelEnvy for Marketo can push visitor stage to the Data Layer, meaning you can use it to trigger any Tag)

Then create a Custom HTML Tag to fire the Hotjar code:

Screenshot of a Custom HTML Tag in Google Tag Manager

Create a custom poll for leads only

What page has the highest exit rate? What page do visitors spend the most time on? What are they looking for, and not finding?

The answer is probably different for leads compared with anonymous visitors. The only way to find out is to ask.

Lucky for you, you can trigger a custom poll with the same code that triggers custom heat maps.

So if you’ve added the Google Tag Manager logic shown above, all you have do to is create a poll with a JavaScript trigger. And you’re done!

Screenshot of a Hotjar poll

Ask every visitor this question, get a lot of noise. Ask leads only, find out what matters

Where to start

There’s a lot you can do to better understand (and more effectively convert) leads on your website. As a first step, just tag and watch some session recordings to see how leads navigate your site.

This requires a way to identify those leads in the first place. Solve that problem once, though, and you open up deeper insights in Google Analytics, custom playbooks in Drift, and personalization options in Google Optimize.

If you’re using Marketo, FunnelEnvy solves this for you. No need to bring in the dev team and turn it into a multi-month project. If you’re ready to start giving leads the special treatment they deserve, just get in touch.

By |2020-08-03T11:54:09-07:00July 13th, 2020|Analytics, Strategy, SaaS, B2B|0 Comments

Identify, Track, and Serve Custom Experiences to Leads

You’ve decided to improve on your one-size-fits-all website content by serving personalized content to leads. You figure that a free trial user will literally never click “Start Free Trial” … but they very well might click “Buy Now.” Especially if you give them clear reasons to do so.

Great! So, how will you target these visitors?

It’s a straightforward process of identifying “leads only” behavior, then ensuring you’re able to activate this data on your site.

What do leads do?

The answer is unique to your product, but it’s not a trick question.

Here are visitor behaviors you can use to identify leads:

  • Sign up for a trial
  • Opt in for a lead magnet
  • Click through on an email message sent to leads only
  • Trigger a domain or company match to an account that’s in the pipeline
  • Click “Log In” on the homepage

If you’re only looking to segment out leads in your analytics reporting, this might give you everything you need.

Your “Leads” segment is the set of all visitors who carried out any of the above actions. Even if you’re not tracking “Log In” clicks or using a firmographic data provider, you’ve got pageviews on /app, or /dashboard, or /whitepaper-download-thank-you. That’s enough to define a segment.

But to take the next logical step of serving a more relevant experience to these visitors, you’ll have to have this data available not just in your reports, but on the frontend of your website.

How to activate experiences for leads

Once you’ve narrowed down the list of  actions that define “leads only ” behavior on your site, you’ll need to attach some sort of identifiable metadata to the user across your website.

If you can spare a few developer cycles, setting a first-party cookie is a good option. Whenever a visitor starts a trial, or signs up for a webinar, set a cookie you can use to identify that they’re a lead. All your dev needs to know is the exact trigger (or triggers), the name and value you want to use for the cookie, and when it should expire.

Once this cookie is set in the visitor’s browser, you can use it to activate personalization campaigns, experiments, customized lead magnet offers, and whatever else you think might get leads to convert.

First party cookie targeting with Google Optimize

If you’re using Marketo, you already have a source of truth for a visitor’s status in the sales process, along with useful metadata about their site behavior, lead score, and more. All packaged up into a cookie that’s already on your site.

In that case, the easiest path forward is to use FunnelEnvy for Marketo to activate this data, which you can then integrate with Google Analytics, Google Optimize, Optimizely, Drift, and whatever else you’re using. No custom code required.

What to do next

You can start scoping this project right now. Write down the actions that identify visitors as leads in your pipeline. Forward this along to your dev team, and ask them what it will entail to set a custom cookie for visitors who complete these actions.

Or skip the back-and-forth by signing up for FunnelEnvy for Marketo. We’ll solve analytics, targeting, and activation. You can move on to designing a higher-converting experience,

By |2020-07-08T10:41:56-07:00July 7th, 2020|Digital Marketing, Analytics, B2B|0 Comments

Minimum Viable Personalization for Leads

Your website receives visitors in different stages of the buying process, who have varying needs and priorities. You recognize this, so you’ve installed a personalization platform. Where to begin?

First, a word on what not to do. Do not get click-and-drag happy with your platform’s audience tool, and end up creating a monstrosity like “Returning visitors from Texas using Firefox on Mobile.”

Complex audience targeting rules, X'd out

These audiences are easy to target, but hard to reason about, painful to maintain, and impossible to extract value from.

Instead, start with leads.

Why leads? (And what’s a lead?)

The exact definition will depend on your customer journey, but broadly speaking a lead is any visitor who has identified themself on your website.

This might include:

  • Free trial users
  • Whitepaper downloaders
  • Webinar attendees

Put another way, leads are visitors who are neither paying customers nor anonymous.

As for why you should provide a personalized experience for them, there are three main reasons:

  1. You can. They’ve signed up, so you know something about them.
  2. They’re your second-most-valuable visitor segment. (Customers are #1, but that’s a topic for another day.)
  3. Your current website is probably dominated by top of funnel content that they’ve already seen, and no longer find valuable.

Given how important this group is, it makes sense to provide an experience that’s relevant to them. But how do you do that without rewriting your whole website?

Where to personalize

Meet your leads where they’re already spending time. Finding out the answer to this question is as simple as segmenting your analytics data by leads, then looking at top pages.

The answer is probably “the Homepage and the Pricing page” but don’t take my word for it. Let the data tell you where to focus, and what kind of reach you can achieve.

Google Analytics screenshot of top pages visited by Leads

Once you’ve identified the top pages visited by leads, you can further prioritize by focusing on the elements they see and interact with.

For example, Hotjar allows you to trigger heat and scroll maps with custom code. That means you can create a “Leads only” heat map of your home page. (If that’s too hard, just keep your focus above the fold.)

How to personalize

This step is where the magic happens. What unique questions do leads on your website have? What tasks do they prioritize? What does activation look like?

To help structure your ideas, look for chances to do three things: Educate, remove friction, and nudge.

Educate

Does your homepage hero heading tout your product’s core value proposition? That’s great, but your leads probably know it by now. Can you change it to outline an important differentiator?

Does the homepage hero CTA still say “Free Trial”? You definitely don’t need that. Does it make sense to link to your knowledge base, or a quick start guide?

Remove friction

A simple improvement you can make is to show your free trial leads a more prominent “Log in” or “Visit My Dashboard” button. There’s a good chance that’s what they came to click.

You can also disable widgets and popups focused on lead generation. Those elements, by definition, can’t provide you with a new lead in this context. All they can do is annoy an existing lead.

Nudge forward

What steps does a visitor have to take before obtaining value from your product? Configure an integration, view a dashboard, import contacts?

When they were new to the site, pushing them toward this would’ve been overwhelming. Now that they’re more familiar with your product, though, they need this guidance.

Does your chat widget still ask “New here? Got any questions?” Why not start an onboarding-related conversation instead? A simple script along the lines of “Have you imported your contacts yet?” can transform this chatbot from a nuisance to a touch point for upgrades.

Stuck for ideas? Here are a couple of suggestions for websites we at FunnelEnvy know and love.

 

What you can do today

The first step toward obtaining value from a personalization strategy is convincing yourself that it’s worth the effort. So, start there.

What is the single highest-traffic page for existing leads? How many visitors does it get each month?

What’s the single most impactful element on that page? If you’re not sure, start with the hero heading copy and CTA.

What’s the current experience for leads? Is it relevant at all? Can you think of a message that would easily be 10 times more helpful?

If so, you’re onto something.

The good news is that the technical hurdles involved in making this change are solvable in any number of ways.

Your personalization tool might support targeting based on past visits to the /dashboard page. You might convince a friendly dev to set a cookie for new signups. If you use Marketo, FunnelEnvy lets you target by Smart List.

So take your newly acquired vision for a better lead experience, share it with the team. You’ll be hard pressed to find someone willing to fight to keep redundant CTAs on the page. I doubt anyone will argue that converting leads to sales is a wasted effort.

Starting personalization with a well-defined, high value, high reach, and observably different audience segment will make the difference between real ROI and a cringe-inducing vanity metrics report. So let’s go nurture some leads!

By |2020-07-10T09:40:07-07:00July 2nd, 2020|Analytics, SaaS, B2B|0 Comments
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