CXL - What is your big idea?

Your host today is Peep Laja, Founder at CXL

Effective messaging requires curation: what's the one thing you want target customers to know about you?

The more ideas you want to communicate, the fewer people remember any of them.

Kantar (and previously Millward Brown) studied this in the context of ads and concluded that the more messages an ad attempts to convey, the lower the likelihood of a single message being communicated. (See the attached image).

Your key pages - home page and top landing pages - ideally communicate just a single big idea. The rest is details.

Throw too many ideas their way, and it will result in shrugs.

This is especially important if you're in a saturated category, and folks want to understand 'how are these guys different?'. What's your one big idea?

Connect with Peep on LinkedIn.

Your weekly dose of marketing updates

1. CXL Live

What if you could hang out with the absolute best B2B marketers for 3 days? People like...

• Chris Walker
• Dave Gerhardt
  
• Gaetano Di Nardi
• Emma Stratton
• Casandra Campbell
• Peep Laja
• Ben Labay

That's what you get at CXL Live this October. The top 1 % marketers are coming as keynotes, and more of them will be the moderators of the group discussions we'll host to connect you with people that share your interests, goals and problem.

This is a rare opportunity to really hang out with the absolute ballers in experimentation, growth and demand gen, and hearing how they overcame the obstacles you're facing today, how they reached the same goals you're tasked with, and obviously, party together.

And like with all events, there's real scarcity and urgency involved. There's fewer tickets left every day, so hurry up and...

Get your tickets now.

2. Marketing playbooks: run exit intent polls

With this playbook you'll be able to run an exit intent poll and identify sources of friction on the site via real-time feedback from real users who haven’t purchased or signed up yet.

Check out the playbooks on how to run exit intent polls.

3. Cross-selling and upselling: what to know before getting started

Upselling and cross-selling are two ways to do the same thing: grow your revenue by getting customers to spend more. It’s a mutually beneficial deal where customers get a better experience, and you get a fatter bottom line.

But many businesses jump in too early, neglecting their buyer’s intent, choosing the wrong method, and annoying customers instead of enhancing their experience.

In this article, you’ll discover what everyone’s missing about cross-selling and upselling, so you can apply today’s best practices to delight customers, deliver more value, and drive revenue growth.

Read the entire article here.

4. Promotional Events course

In this course, you’ll learn everything you need to know to plan and execute the promotions that drive your brand’s promotions, from the big picture foundation of your year-long marketing calendar to the nitty gritty of how to get the most out of your email list every time.

You will:

• Understand “4 Peaks Theory” and how to build four key revenue peaks into your yearlong marketing calendar.
• Know how to build your promotional offers to drive both average order value AND conversion rate at the same time without sacrificing margin.
• Maximize the value of your “owned” audiences by using promotions to build your email & SMS lists, and then capitalize on those lists when the moment comes.
• Understand the ideal strategy for using paid traffic to drive volume and profit when you run your promotion.

Check out the course.

5. Personalization for Ecommerce course

Understand and segment your audience to personalize their experience and watch your AOV, conversion, and retention spike.

You will:

• Understand what you can and can not measure to personalize your audience while respecting their privacy.
• Determine the most successful personalization for your eCommerce store (no, it’s not always the same).
• Develop a personalization strategy based on the user journey stage to avoid overwhelming your audience.
• Improve customer experience and your revenues by learning how to personalize from ad to post-purchase and not just your website.

Check out the course.

6. CXL talent program

Go through a 12 week marketing training with CXL for a one-time $100 fee, get matched with US based companies looking for marketers of your profile, land a remote job and experience the true freedom of remote work while being paid more than you ever were.

• Upskill through a 12 week world class program
• Get matched with US-based companies
• Land a remote job that opens the door to the US market
• Earn more than you ever did, starting at $40,000/year
• Enjoy the true freedom of a remote role
• Experience the stability of being paid in USD

US companies are finally opening their doors to you. Learn more about the Talent program here.

If you are a US company interested in growing your team with CXL certified and vetted professionals, fill out this form or contact us.

7. Experimentation's program assessment cadence

Assessment cadence is perfect for Experimentation program retros and quarterly reviews. Depending on the phase of your program, it lets you explore different questions:

• Assessment and Strategy Integration: Are we working on the right things? On the right problems? What’s the latest customer research?
• Planning and Process: Should I Experiment with this? Where and how should I Experiment?
• Test and Learn: Test statuses? Which tests are in the pipeline? How are things cooking?
• Decisions and Actions: Are pre-mortems and post-mortems done correctly? Are the driver metrics right?

Successful Experimentation programs focus on what matters. Assessment Cadence helps you remember what the focus was.

Here's a free Figma template you can download/export.

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Ognjen Bošković
Demand Gen at CXL

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