Going from 2 marketing opportunities per month to 25

TODAY'S HOST

Jonathan Bland, Co-Founder at Omni Lab

We made a series A B2B SaaS brand in the cyber security industry go from 2 marketing sourced opportunities per month to 25.

These are the six greatest learnings on how we did it: 

 1. We noticed squeeze landing pages performed worse than when we just sent traffic to public product marketing pages, which gave the buyer more information on what the product does, its value, and who uses it.

 2. Doubling down on high-intent keywords decreased the amount we could spend in Google Ads, but it drastically increased search impression share on keywords that led to the most opportunity creation.

 3. We had fewer conversions and leads after moving away from lead gen gated content on LinkedIn, but later saw a correlation increase in high-intent demos 3-4 months later.

 4. The first four months saw little initial improvement in the number of opportunities created. It was the next five when we saw more significant gains.

 5. Ad budget stayed pretty much the same over the period you see below (slightly increasing toward the end of Q4), but we just took the same budget and spent it more efficiently. We're now starting to scale it.

 6. We didn't build any ad creative with memes or crazy outlandish ideas. Instead, we delivered good messaging that the client guided us on to hit the key pain points our ICP felt. Stats and human faces performed best from an engagement perspective.

Screenshot data uses first-touch, last-touch, and self-reported attribution to identify paid deals.

It's not perfect, and that's why we also look at the total amount of inbound opportunities created over time (and we only consider as opportunities those that are high-intent leads and meet our ICP criteria).

Of course, paid ads weren't magic here. It also took customer guidance on targeting, messaging, and content. And, above all, a product that delivered on solving a pressing problem. 

Don't be fooled by quick tactics. This was 100% a team effort.

Connect with Jonathan on LinkedIn.

YOUR WEEKLY DOSE OF MARKETING UPDATES

Table of contents:

1. Using the psychology of web design
2. Optimize your website CTAs

3. Experimentation program benchmark report

4. Which marketer would you like to learn from?

5. Get featured in Growth Notes
6. Building the greatest swipe file

1. Using the psychology of web design to influence user behavior

When it comes to your site's design and usability, your opinion isn't what matters.

Customer research, data-driven insights, and web psychology principles should dictate the design—not your biased perspective.

If you want to design a truly customer-centric user experience, you'll need direct feedback and data. Which aspects of the web page appeal to them? Which functionality is confusing? Is your design persuasive enough to keep them interested?

However, even user research can't fully penetrate subconscious decision-making—because, a lot of the time, people don't know the answers themselves.

Great websites prompt action from users because they rely on intuitive design. This post will teach you the eight psychology principles that inform human behavior and web design.

Read the entire article.

2. Optimize your website CTAs

Almost 30% of all A/B tests run by tools like VWO are call-to-action button tests, but only one in 7 produces a statistically significant improvement. Yet, when that happens, average increase is 49%.

The potential is there, even though most people have no idea what to test.

If you stumble upon a winning combination of text, size, color, font, and location, you’ll see significant conversion increases.

Learning how to design and test your call to action will be game-changing for your persuasion efforts. This playbook will help you exactly with that.

Get your playbook on how to optimize your website CTAs.

3. Experimentation program benchmark report

The second edition of Speero’s Experimentation Program Benchmark Report (for 2023) is here.

It's the most comprehensive report on the state of experimentation.

What’s in the report for you?

• What you can do to get ahead of your competitors with blueprints of must-have experimentation practices that most businesses aren't doing.
• What the highest maturity level businesses are doing, with advice on which areas you should focus on too if you want to increase the effectiveness of your testing program.
• Your own free experimentation audit. Use this to compare your performance against other companies in the benchmark report.
• Interim solution when you don’t have resources or buy-in.
• How to jumpstart and/or expand experimentation culture in your organization.

Get the report here.

4. Which marketer would you like to learn from?

If you were to pick a baller marketer to teach you, who would it be?

Tell us what you'd like to learn from them.

5. 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.

6. Building the greatest swipe file

The ad of the week comes from Goldcast this time. 

What's great about it:

• The clear, concise, and simple hook introduces one of their case studies, highlighting results (influencing $13M in pipeline).

• It makes good use of social proof by mentioning brands, like Starburst here.

• Creative is minimal and drives attention to the hook.

Be more like Goldcast.

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.

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