Delphinium

Should I send paid campaigns to my homepage? I will always recommend creating a specific landing page for your paid campaigns. This helps you: 1. Control the traffic  2. Control the experiences  3. Test hypotheses based on feedback  4. Iterate quickly without the red tape However, there is one exception. If you have: - A single product  - A single page website  - You have autonomy to iterate quickly Then it could work. There are some considerations still: 1. You will get a mix of channel sources People will come in from organic, referral websites, direct, and your paid campaigns. 2. You will get different audiences You will get a a mix of buyers, customers, job candidates, investors, or just nosey Nellys. 3. May not be conducive to SEO The point of running paid distribution to a specific landing page is to test and iterate quickly based on the feedback from a specific segment toward a specific offer. Constant change isn’t always the best for SEO which is meant to give you dividends based on information over time. Okay, I talked myself out of it. 😆 I still think a dedicated landing page works best. But you do you, boo. 

Landing pages don't stop at conversions. They don't stop at customer acquisition either. They can serve as a testing ground throughout the entire customer journey: Acquisition -> Retention -> Monetization Amplitude suggests different marketing assets you can personalize for each stage but I'm going to focus on my favorite 🙃 Surprise, surprise. Let's explore them by stage: 1. Acquisition This is the one we're most familiar with. The goal is to attract and acquire new customers by educating them about the brand, the product, and the purchase process. Example landing pages: gated content, product details, comparison pages, review pages, free trials, and/or demos. 2. Retention The goal is to keep customers engaged and loyal once you acquire them. Increasingly hard in B2B SaaS but far less challenging and expensive than always trying to find new customers. Example landing pages: customized customer onboarding, new feature updates based on user interest and interaction, and joining loyalty or community programs.  3. Monetization The goal is to increase revenue through upselling customers to higher tier plans or using purchase history to cross-sell them to an adjacent complimentary product. Example: Upsell/Cross-sell pages, special offers with dynamic pricing, reactivation pages for inactive customers. --- Gartner says 63% of digital marketing leaders still struggle with personalization. But I think we get tripped up because we think it's demographics or utilizing PII. You can be respectful and relevant without that. Easy mode: use what your data already tells you about your customers and their interactions. Hard mode: use a digital analytics platform that can give you deeper insights with predictive qualities. If you're curious about the other assets, it's in Amplitude's guide to personalization at scale. I'll drop it in the comments. 

The most engaged with section on a B2B landing page: Testimonials. Not surprising. Trust is a huge factor in B2B purchases. Making sure social proof is on there isn't enough. Like every other section, it needs to be strategic. That's where many B2B companies fail. Here are the common mistakes I see: 1. Overloading with too much proof More is better, right? Wrong. You’ll see landing pages sprinkle testimonials every few blocks on a landing page. This is a disruptive experience, especially if it doesn’t fit the flow of information. If your prospect doesn't even know what your product does yet, use the real estate to establish that clarity before plastering with proof. 2. Wild claims and too little proof I’ve seen companies claim to work with 1,000+ companies globally yet will have a single testimonial on a landing page. This makes your initial claim less believable. 3. Using irrelevant social proof If you’re targeting Enterprise but all your logos and testimonials are from smaller companies, then it will hurt credibility before helping it. 4. Not using different *kinds* of social proof Companies can be monotone in their social proof - only using long form or only using logos. There are different ways to add credibility without it being redundant. I call these "lite" proof vs "heavy proof". Lite = logos, one-line testimonials  Heavy = more robust long-form testimonials Use lite earlier on pages.  Heavy to drive your points home further down. 

The driving force for successful landing pages is: Experimentation. Yet, the biggest issue? They're set and forget. We launch them and never look at them again. Not because we don't want to but marketers are so inundated with volume. Volume of campaigns  Volume of meetings  Volume of requests Volume of projects Who has time for that? I know I didn't. The issue is: It's a Catch-22. What makes your buyers engage are *relevant* experiences over time. How do you know what's relevant? Experimentation. Landing pages exist to create and *test* experiences, messaging, and personalization that are relevant to our buyers. How do you experiment without adding more to the volume, yet do it at scale? Amplitude recommends these steps: 1) Designate champions Assigning a testing champion per team means it's part of someone's role. This ensures it happens. It also helps to get an executive champion to make it a priority and foster a "testing" culture. 2) Create a testing SOP An SOP for testing ensures consistency in approach across the teams. - How to create a hypothesis and goals   - How to choose the testing methodology - How to label the experiments correctly  - How to measure goals and signals   - How to read the data  - How to set the next step 3) Start small and prioritize Start with segments that matter most, like your most engaged or highest-value customers, rather than rolling out a test to everyone. 4) Test one variable at a time Too many variable changes and you could muddy the results. You need to understand if each change was impactful. 5) Give it enough time Impatience is the single largest enemy of experimentation. The time needed varies by traffic quantity (and quality of that traffic). 6) Measure appropriately for B2B B2B landing pages can't be measured on direct conversions alone. Look for consumption signals and then conversions on the main website. There's more info in Amplitude's guide on Personalization at Scale. Link below.

How to set up UTMs for paid campaigns (updated with GA4 notes): Simple trick - it should read like a story. If you're unfamiliar: UTM stands for Urchin Tracking Module. UTM parameters are added to the end of URLs and simply put, they identify where users are coming from. Let's dig in: 👇 — Source: where the user came from (name) — Medium: through what means (broad channel) — Campaign: [content] + [type] + [date] — Term: keyword that brought them in — Content: the ad type or type of link I like to include the ad type in the campaign parameter so I don't have to drill down in reports as much. But you do you, boo. --- So, does GA4 change traditional UTM tracking? Not entirely. The holy trinity - source, medium, and campaign still apply. The main change is that the UTM term and content reports are no longer out-of-the-box reports in GA4. --- Back to the setup. For simplicity's sake, we'll focus on the top 3. Example: — Source: linkedin — Medium: paid-social — Campaign: ao-pricing-li-spc-0124 Should read like: "User came in from our Always-On Pricing Campaign through a LinkedIn Sponsored Content ad launched in January 2024." One look at the campaign name and you should know. --- Additional considerations: - Custom parameters can be added according to your specific company use case/needs. - GA4 has default mediums (called channel groupings). Check that a medium is part of the default or it gets categorized under "Other". - Use hyphens instead of underscores as Google universally recognizes them as word separators.