CXL - Getting 100% inbound leads

TODAY'S HOST

Justin Rowe, CMO at Impactable

100% of our 150+ meetings in our Linkedin Ads Agency are inbound, with no outbound or lead gen.

Sales team loves us. Here's how we do it:

1. We run cold ads to drive targeted traffic to our website, without lead gen forms.

There is zero expectation that this cold traffic converts right away. B2B buyers don't make $3-10k impulse purchases on their first visit to a website. Sounds obvious now when put like that, right?

2. After that, we retarget that traffic with a network of ads that build trust and credibility with prospects, still without using lead gen forms.

Most ads have no real retargeting strategy other than just retargeting them. Most buyers aren't buying on their first trip to your website due to 3 main objections:

A. Not the right time - or still in research mode

B. They don't know you or trust you yet

C. They don't view you as THE expert in your space compared to competitors

Putting any sort of ad with your logo on it will simply satisfy objection A, so I spend 90% of my time running ads that overcome objections B & C.

Most companies are only overcoming objection A with little or no strategy to overcome the actual issue of trust and expertise.

So what types of ads do we run in the retargeting layer?

We use case studies, expert advice, client audits, and testimonials. We also expose them to our online communities and show our expertise as thought leaders.

Prospects get to know us through our paid ads, they visit our site, and they stay in that phase of the funnel until they feel comfortable enough to reach out and book a call.

We take this a step further by using different ad intensity levels depending on how long ago they took an intent-based action.

30 days: high-intensity ads that build trust

90 days: medium-intensity ads that show expertise

180 days: low-intensity ads that nurture readers

Demand gen doesn't have to be mainly organic. Paid ads are also effective, efficient, and scalable at running the demand gen playbook, with little manual effort required from leadership.

Connect with Justin on LinkedIn.

YOUR WEEKLY DOSE OF MARKETING UPDATES

Table of contents:

1. Heuristic analysis for UX
2. Use persuasion in your writing

3. Choose your next marketing instructor

4. Get featured in Growth Notes
5. Building the greatest swipe file
6. Watch Speero's blueprints on Youtube

1. Heuristic analysis for UX: the ultimate guide to usability evaluation

No top conversion optimization agency, consultant, or specialist operates without a heuristic framework of some sort, and neither should you.

Most marketers know their site needs evaluating. However, many don’t do a very thorough job. They instead wait for customers to find issues:

“Why is our sign-up rate so low?”, “Which part of our checkout is losing users?”

Digital analytics can hide crucial insights. Similarly, user testing and session replays don’t show you everything.

Heuristic analysis is that tool that allows you to uncover conversion opportunities you may not have with other forms of research, while saving time. This guide will help you master heuristics to improve your UX.

You’ll develop a simple, repeatable formula to draw out better insights, test more ideas, and find massive conversion opportunities.

Read the entire article.

2. Use persuasion in your writing

You’re an emotional creature with a habit of rationalizing. That means emotions have a significant impact on your decision-making.

Conversions are all about persuasions. When a user casually visits your website, you want to turn them into a shopper, and then a buyer. Your copy plays a critical role in persuading visitors to take action.

That doesn’t mean you should simply talk about the benefits of what you’re offering. Instead, you should cover the readers’ pain, create tension, and agitate the problem to create a sense of urgency.

If you draw your attention to the pain that can happen if visitors don’t take action – they will be twice as likely to act.

This playbook will help you achieve exactly that.

Get your playbook on how to use persuasion in your writing.

3. Choose your next marketing instructor

What marketer would you like to be taught by?

Tell us here and we'll try to get them to teach CXL courses.

4. Get featured in Growth Notes

Your last real competitive advantage is constant innovation through experimentation at speed.

Submit your experimentation case studies and we will share them with our audience...

Newsletter (+120,000 readers)
Social media (+20,000 followers)

Case studies like the one you're about to submit help us educate more marketers on how to achieve speed through experimentation and win.

We will feature the best case studies across all of our channels and pay credits to you.

Submit your case study here.

5. Building the greatest swipe file

The ad of the week comes from Metadata this time.

What's great about it:

Statement is very concise and clear, and hits a pain point shared by their ICP: leads not converting.
It highlights the value proposition in an easy-to-digest way: Metadata improves your lead quality with audience targeting, automation, and experimentation features.
Visual is relevant and on-brand, with Franklin’s face being a usual asset in Metadata creatives.

Be more like Metadata.

Join us in building the greatest swipe file there is. We will feature the best ads across our different channels with credits to you:

Newsletter (+120,000 readers)
Social media (+20,000 followers)

You can submit ads you've created but also the ones others did. We'll pay credits to you anyway for contributing to the marketing community.

Submit your ads here.

6. Watch Speero's blueprints on Youtube

We’ve baked 15 blueprint videos on Youtube. Check them out and start using them for your experimentation program.

These are some of the available blueprints:

Solution spectrum: Do you find yourself in a rut or you’re just iterating yourself into a corner? Have you squeezed all the juice that's gonna come out of your lemon?
RXL: Whether you’ve been testing for years, you’ve never tested before, or for anyone in between, RXL provides you with a deep understanding of what really matters to your customers and onsite users.
Program metrics: Helps you find ideal metrics, track the success of your program, and improve the effectiveness of your testing program.
Experimentation phase-gate framework: Describes the activities, questions, deliverables, use cases, and gates of the ritual of processing through the experiment.
Client side vs server-side testing tools: Both have their pros and cons. Explore which are those and what do to about it.

Watch the solution spectrum blueprint.