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hello everyone welcome to ripper funnel tuesday where i'll be analyzing a marketing funnel end-to-end starting from the ad copy and the offer the landing pages i clicked through from the ad and what kind of email sequences and automation took place after i claimed that offer i'm going to be analyzing details such as the effectiveness of the ad the landing page structure and how good was the automation so let's dive right into it today i'll cover paragon and plivo two companies in the b2b sas space paragon is an integrations platform integrating systems together such as vbout and hubspot or v-button salesforce or in terms of plivo it's a communication platform for sms outbound calls sip trunking and stuff like that i found the ad on linkedin this is paragon's ad you can see it's getting cut off so always be mindful where the ad gets cut off whether you want to leave it on purpose so people click see more or whether you just want to communicate all the value without any breaks just be careful i do like longer form because i can off copy because i can see more content without clicking the banner itself is okay i not a big fan of wasted real estate with snapshots like this one i can barely see what's going on here right so for me it's a wasted real estate and it's a clear three or 14 days trial i i feel this is lacking the graphic itself is weak and this pitch right here is not that great once i clicked learn more i actually was prompted with the linkedin integrated form so this is the lead form that they offer everything else is pre-filled from linkedin so it's you know very similar to a form that you would put on your site and i believe it lets you customize a little bit more i personally was okay with adding more more uh information for example company size revenue integrations any qualifying questions guys want her to add to these forms now once i submitted i saw a link to the website which included utm sources linkedin the utm medium is cpc cost per click the campaign called legion and utm content is demo form some people also add utm term referring back to that banner if they were split testing the ad this is a great practice if you are running ads i highly recommend using utms and if you're not familiar with it please look up our website we have tons of resources on it now let's look at the website or that link itself because i'm a big fan of how the landing page looks the first bummer is that they linked it to the home page with all that you know distraction the top menu and getting started and log in if you want to get the best out of your offers isolate the experience remove any distraction and keep your landing page around one cta now the website itself looks great clear headline i do like those two options either starting a trial or booking a demo because this is sort of what people look for you know one insurance for 14 days or no credit card required social proof video love this video good job on that a little bit more about the product and as you scroll down you'll notice social proof at some point again all right so the website is pretty but they failed on the basic landing page um kind of dynamics is removing any distraction i also would have liked to see some sort of a live chat pop-up uh giving me an offer communicating with me but that did not happen all right let's look at the email that i got or the email sequences over the course of a week this is the first email i got from brandon fu he is the ceo of the company and i do see his name over all communications so i do like that notice how this email is actually branded they do have the unsubscribe they do have the company address and an offer to start a free trial one thing i notice in their free trial link it's not utm do you guys definitely try to use utms this way if i end up with the signup process they could attribute i attribute my campaign back to linkedin all right the second email that i got was paragon demo so brandon reached out with a very basic email we called this the naked html one cta great job no option to opt out and no address not spam compliant brandon but overall you did a great job on this structure here because it looked you know it's inviting conversation directly from you and four days later brandon emailed me back again with the same cta and let me show you where the cta takes me taking me to canada guys we haven't viba built our own booking and one of the big things that i recommend is making those calendars integrated inside your own landing pages or inside your websites that's because you can control the experience better the look and feel as long as you don't have any distraction and people can only book through those pages okay you can also do better tracking so instead of sending the traffic to calendly send them over to your landing page all right i got two more options or two more offers uh this is another uh request to watch a demo video which took me to youtube again embedded on your website better tracking and better engagement you can have a pop-up going on you can you can even have a chat show up a lot of things you can do in that case i do like that it's the ceo it just tells me that he's putting his heart and soul into this and uh yeah that's what the demo is about and the last email that i got is i haven't heard back from you i'll assume you're not interested this is about seven days later that ever changes so this is like an ultimatum i think it's too quick you know maybe i'm busy um but yeah here's one thing though that happened and another you know bonus is that i got retargeted on facebook i do like people who use cross channel retargeting because it is effective i remembered the company and now i definitely remember them so that's the first case study guys i definitely give this funnel six five to six primarily because it's just not too coherent um good job on the ad and the retargeting utm tagging emails are okay nothing too fancy um it's it could have used a little more videos and stuff like that all right plivo the second product for today uh clive also used a linkedin ad you can see here this is actually white paper for me to download it's a guide so the offer is downloadable the graphic is just you know abstract and icons and stuff which is okay and the main kind of copy is learn why you need to adapt your business communication the change behavior and this is the offer sign up i did again collected same information you could have afforded a little bit more and i then got the plivo website now you note there is no attribution very bad for tracking uh add utms just like uh paragon did because you want to be able to pinpoint traffic coming in from linkedin all right let's look at the website together i think i have it pre-loaded here we go all right so this is the website again it's not tagged with utms it's not a splash page it's the website itself uh i think it looks fine it looks good it communicates what it does and everything else lacking social proof in my opinion uh maybe testimonials but overall it's it's fine let's look at the email sequences that are received here we go okay the first one was a link to the pdf which is a really good pdf i went through it they just communicate about the value of using sms and you know how sms communications trigger faster more responses and higher open rates so they are pushing that through this case study they did invest in putting this together so i give them props for that when you want to craft an offer is surely it truly has to be very coherent and very good uh and that's where they nailed in this case the email is very basic nothing too crazy uh they're using exact target which is a salesforce platform then i got an email from gary you can see it is html for me i'm not a big fan of these if you're inviting one to one um here it is sharing more invites and then here's thank you for downloading the the guide no cta this is a wasted email in my opinion and this is it i only got a couple of emails from them three emails in total one of them is wasted real estate i do give this particular funnel also about five or six primarily they could have optimized it better and done a better job with the email sequence this is it thank you so much for tuning in would love your feedback and i'll see you on the next session