Audience Segmented Landing Pages Result in Smarter Lead Generation
"We've been able to keep ion through the hard [economic] times because of the success of this program. It has been the #1 source of new subscribers since its implementation in 2009."–Walt Michksh, SharePoint Solutions, Internet Marketing Manager
SharePoint Solutions is an enterprise software company that offers 17 solutions across 3 different businesses. They specialize in developing add-on solutions to Microsoft’s Sharepoint software in addition to training and specialized consulting services.
SharePoint Solutions offers a library full of free in-depth training videos on their website, but they didn’t have a way to "gate" these valuable, sought-after assets. Gating assets is a common lead generation technique where in order for a visitor to access valuable content they are required to first fill out a form with basic contact information. The SharePoint Solutions team knew that their training videos would be great collateral for their lead generation efforts, so they turned to ion for help.
SharePoint Solutions adopted ion in 2009. With ion’s code-free platform, they pulled a platform landing page into their site through an iframe. The landing page gives a brief explanation of what their video library offers and then asks visitors to segment into one of three groups (Just Starting, Intermediate, or Advanced) based on their experience with SharePoint. After a visitor self-selects one of the segments, they are taken to a form page that uses language and content offers tailored to their level of experience with SharePoint. Then SharePoint Solutions continues to market to the leads from this campaign through email nurture and drop campaigns.
SharePoint Solutions’ ion landing pages convert on average at 25%, and over 75% of those visitors who convert from an ion page stay on SharePoint Solution’s subscriber list. Since adopting ion three years ago, their platform landing pages have consistently been their number one source of new subscribers.
The ion platform benefits go beyond just increased conversions. Even if a lead does not submit their information, behavioral data captured within ion – such as a visitor’s segmentation choice – is helping SharePoint Solutions learn even more about their potential customers. As SharePoint Solutions’ Internet Marketing Manager Walt Michksh explains, “segmentation helps us understand what type of people are coming to our pages and gives us the opportunity to qualify leads. Tracking behavior and important actions within the funnel is the key to targeted, relevant email marketing."
SharePoint Solutions wants to learn more about the potential customers who are actively searching for information on their site, and knows that they can get the answers through ion's platform. Using ion, they are creating a “Solution Finder” and a Q&A experience that will point to topic-specific microsites, which they also plan to leverage as “resource” pages for SEO and email marketing.Download Case Study PDF