Leadpages, a Minneapolis-based startup that builds templates, tools and analytics for high-performing marketing landing pages, has quickly built a reputation as an industry leader and front runner. Since launching in 2012, the company has raised more than $38M in funding and grown its customer base to more than 40,000 subscribers.
At the heart of LeadPages’ growth and product strategy is a practice called conversion optimization—a practice that involves studying user behavior, launching A/B tests, and improving marketing efficiency with more precise messaging and targeting. In an age where audience attention spans are spread thin, LeadPages has a knack for making every interaction count.
When it comes to choosing marketing tools and building out processes, the company doesn’t have time to waste. Efficient, impactful, and highly tailored marketing practices enabled LeadPages to grow its customer base from 0 to 15,000 and its run rate to $3.5M within 9 months of launching — before the company had even raised their first funding round.
To date, LeadPages has been using a mix of marketing techniques to grow and engage its customer base. Techniques have included an educational content library, co-branded webinars with complementary marketing technology companies, and free landing page templates. Having solidified its sales funnel, the company is now looking to further reach and engage its audiences.
As part of these growth goals, LeadPages is building a long-term, data-driven event marketing program. The company hosted its first-ever Converted conference in October 2015 and used Attendify to manage interactions and build closer relationships with the event’s 500 attendees.
LeadPages’ ultimate goal is to create a global events strategy.
“We wanted to set the stage for Converted to be an ongoing conference that people will look to each year,” says Carroll. “We want to be a trusted resource for DIY digital marketing, and we want to empower our users to come to these conferences to learn — even if they aren’t LeadPages users.”
Having run events all over the world at previous jobs, Carroll knew that the right event app would be crucial for long-term success. She sought out a tool that would go above and beyond in terms of improving interactions with attendees.
“We wanted to connect with our attendees on a personal level for a seamless event experience,” says Carroll. “We wanted to make the most out of every interaction and touchpoint—to learn about the sessions they were attending and the content they found interesting. We also wanted to facilitate engagement on Twitter and Facebook.”
Carroll found Attendify through a referral from her CEO.
“He had a positive experience from using Attendify as an attendee at another event,” says Carroll. “It was pretty clear that Attendify had the exact tools that we needed to ensure a smooth and engaging attendee experience. Not to mention, we knew that Attendify would be the right tool for collecting the data that we’d need for our events strategy moving forward.”
Off the bat, Carroll found Attendify easy to use. Instead of wasting time printing schedules and chasing administrative details, she was able to get right to business in creating a streamlined and engaging attendee experience.
“Everything that we needed was already built within Attendify,” says Carroll. “The ease of use was incredible. It took just a few hours to build the app and load all of our content. I was able to schedule updates to our attendee base
in 30 seconds — a fraction of the time that it would take to manage communication over paper and email. Attendees came away less confused and better able to focus on maximizing their value from Converted.”
Over the next year, Carroll and her team will be using this data to grow.