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hello everyone welcome to europa funnel tuesday where i'll be analyzing a marketing funnel end to end starting from the ad copy and add creative down to the landing page funnel process and then once i opted into the offer the email or automation cadence that took place thereafter so let's get started today i'm going to be going over miro.com's funnel i'm very i'm a very good fan of the mirror product and so white boarding and sort of a mind map process it just puts things on like a drag and drop visual board you can organize sprints with your team and you can create some sort of a strategy together on whiteboard it's a great product and i highly advise you check them out mirror.com take a step back i found them on a facebook ad and the facebook ad looks like this so i drag this onto this view okay miro our new my map mapping tool maintains a good balance of simplicity and function and helps you bring ideas to life straight to the point it's short there's no large copy here so this is a short form copy for an ad and it's just straight to the point it is a sas company so the sas funnel is usually slightly different in terms of dynamics because the offer they're crafting here is getting our hands on a free account once i click on the ads and you can see they didn't use a video it's still graphic they took me to a page with the following utm tagging if you're unfamiliar with utm tagging on urls i highly encourage you to look into it but in a nutshell it just helps you track clicks from specific campaign for example this one they tagged the utm source as a facebook dtm medium as a cpc because maybe they're running on facebook another campaign which is organic this is the campaign number so for them maybe that that just references back to the campaign group the content is also a long number for me this not this is not identifiable not sure if facebook is the one appended it um but sometimes it might be just referring back to the image that you're looking at right here they might have a b testing they might have multiple uh images they're trying to see which one converts best then there's the term it might be also split testing the copy and finally there's a placement inside facebook desktop feed uh the final one you see here is probably uh appended by facebook it's fb c l id doesn't mean much from a tagging perspective but i'm sure facebook uses it for their own tracking again utm tagging is very effective it doesn't impact the destination link all it does is just add tracking level to your clicks once i clicked on it the page looks like this very well done page let me break it down to you logo very subtle branding in light colors introducing miro mind map as a quick headline and getting started the fact that they have a video definitely won me over so i didn't even need to go down to read everything else here all i did is just watch the video and i figured out what what it does okay highly encourage you to invest in that sort of video flow if you can because uh it drafts conversions okay moving down the page they have the social proof here logos of brands using it 15 million plus users what are the features that you get very brief description six boxes in total and then join over 15 million users getting started you will notice they removed most of the distraction from the page un intentionally obviously because they don't want you to do anything else but to convert or shut down the page when i click getting to get started it takes me to the sign up process which i won't really get too much into but i completed this flow and i ended up a user all right let's look at the email cadence that i got from here on okay again on the landing page great job uh since the last four days i've received a total of six emails from them first email was just an activation this is usually driven by their own internal transactional product they're using mandrel just for sending out a confirmation code they're guaranteeing that my email is legit and you know that's that's a good strategy and even me opening and clicking and doing you know the verification process usually sends the right signal to gmail that i'm engaging with the miro email brand all right first email is the welcome message which was received on the same day it's very simple welcome to miro richard fala i would have liked this to be richard the subject line is welcome to miro and then below they have some guides some resources and getting started i think this is a solid welcome email by default sent by the system it's providing me with links academy pretty much everything i need to get started so for me they did cover a lot of the basics so well done there if i click on this link you will notice i'll just push this down a bit this is also tagged with the utm so they're utming their links from the email utm content is the welcome series and everything else that you see here okay great job on tagging links inside emails as well all right coming back to the email cadence uh the day after i got to welcome from someone on the team so this one is a free online training love it especially if you sas product you can certainly offer this by clicking on it i can see that it was sent by jennifer you see the format right now is not centered they made it look on purpose transactional they do have an unsubscribe option i do not see their address on the bottom for compliance reasons they definitely should have but they didn't and again they didn't take uh some time to split my name i don't want to see my full name because that gives it away as an automated message in this case they are using a completely different platform i'm not sure what it is let's try to find out probably some internal crm follow-ups or something like this um all right they pass spf dkim and dmarc policy so they did this setup right they're using customer.io here we go to send out the message all right so that was sent from a customer that i owe it looks like it was from the inbox it's very nice invitation to um some sort of a webinar and even the landing page by the way on this invite is really good i like the format i like the style the topography they pretty much copied the main landing page but they have a form to save my spot all right what else did i get these three emails were a little bit redundant they're just providing more resources uh this one is inviting me to explore the left-hand toolbar which is probably where the most learning curve is learn more about navigation mode and check out templates and training okay i do like the fact that they integrated this animated gif in here uh it could have been maybe somewhere in the middle or just had me click to watch a video people love to watch videos and that invitation would have been good for that let me look at the headers on this one okay probably this is sent from actually yeah customer io here we go even their marketing emails are being sent from customer that i owe let's look at the last one before we conclude okay miro is built for teams and now this is one of the steps of inviting team members because when we do that they're probably driving you know more signups some of the main kpis getting other team members to collaborate and this is probably the aha moment of the product is when teams start to collaborate here it is i think they did a great job i give it between seven and eight uh one the ad was very solid attribution is there they did retarget me by the way but i didn't take a snapshot of it so they do well on the retargeting this is probably called hot retargeting because i'm already signed up they did very well on the cadence of the emails and especially that one-to-one sort of stripped-out email inviting me to a training session and the setup of the landing page was very good here it is guys thank you so much for watching this if you find value comment share like or suggest a funnel you'd like me to cover thank you so much