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From YouTube: Prospect Journey: Inbound Marketing Public Livestream
Description
Using keyword research and Google Analytics data, the Inbound Marketing team shares some key takeaways and suggested iteration ideas.
A
Hello,
everyone:
this
is
becky
from
the
inbound
marketing
team,
it's
sunday
march,
14th
2021,
and
I'm
going
to
walk
through
an
exercise
that
we
did
for
prospect
journey
exercise
on
the
marketing
website.
So
this
you're
gonna
see
a
lot
of
data
in
here
that
we
have
gotten
from
google
analytics
some
educated
assessments
and
then
some
ideas
for
how
we
can
iterate
on
those
things.
So
let
me
go
through
here
again,
so
you're
going
to
see,
search
engine
results,
a
typical
user
journey
that
we've
pulled
some
data
from
ga
key
takeaways
and
then
iteration
suggestions.
A
So
looking
at
our
search
engine
results
here
we
pulled
the
top
10
keywords
showing
in
the
top
three
positions
in
google,
so
that
is
the
top
three
spots
in
google
when
you
put
these
in
and
we
have
broken
it
into
branded
and
non-branded
keywords.
So
I'm
just
going
to
take
a
moment
to
pause
here.
So
you
can
take
a
look
at
the
two
of
these
you'll
notice
in
the
branded.
It
has
git
lab
in
it
every
time
and
then
non-branded.
A
These
are
when
somebody
searches
for
this
keyword
and
we
come
up
in
the
top
three
positions.
A
Something
interesting
here
is
in
the
top
three
positions
for
asynchronous
communication,
which
we
are
known
for
in
our
remote
work:
culture
all
remote
work,
culture.
We
come
in
the
top
three
positions
with
a
search
volume
of
fourteen
thousand
eight
hundred.
So
how
do
we
iterate
on
this?
We,
these
all
here
in
the
deck,
are
linked
to
our
epics
and
issues
that
we
have
within
git
lab.
A
A
A
So
this
is
just
a
quick
overview
of
the
last
12
months.
This
was
done
march,
10th
to
march
10
march
10
2020
to
march
10
2021,
and
the
first
question
we
asked
is:
how
did
they
get
here?
So
this
is
the
channel
that
the
default
channel
grouping
over
here.
So
we
have
organic
search,
direct
referral,
display
social
paid,
social
branded,
paid
search,
email,
generic
paid,
search,
other
or
paid
search.
But
what's
interesting
when
you
look
at
this,
is
the
top
two
channels
for
returning
prospects
or
organic
search
and
referral.
A
So
going
back
here.
If
you
look
at
the
returning
users
as
opposed
to
the
original
user
amount,
organic
search
and
referral
have
the
closest
proportion
there
and
returning
users.
Users
for
organic
search,
far
outweighs
everything
else,
so
the
average
person
looks
at
about
two
pages
per
session.
So
what
we
can
learn
from
that
is
that
we
have
two
pages
to
solve
a
visitor's
pain
point.
Really.
We
have
one
to
get
them
interested
in
knowing
that
we
can
solve
it
until
they
go
to
the
next
one.
A
Three
paid
search
has
a
much
lower
bounce
rate
and
higher
pages
per
session
than
display,
and
then
four,
the
volume
of
return
prospects
gets
here
through
organic
search
first,
so
that's
interesting
to
know
is
that
they've
come
to
gitlab
at
some
point
and
then
they've
thought
of
git
lab
for
something
that
they
want
to
learn
and
they've
put
that
in
to
google
to
search
for
it.
So
how
can
we
iterate
so
a
possibility?
A
So
where
did
they
land
when
we're
looking
at
all
users?
Here?
These
are
the
pages
that
they
landed
on.
So
if
you
look,
about.getlab.com
is
by
far
the
highest
one
and
then
at
the
bottom
we
have
some
docs.
So
this
is
again.
Most
of
these
people
are
coming
from
organic
search
that
you
saw
on
the
page
before
so.
The
key
takeaway
here
is
that
returning
users
go
to
our
home
page
more
often
than
any
other
page
to
restart
their
journey
when
you're
looking
at
this
here.
A
A
A
A
Now
we
want
to
know:
where
did
they
go
so
when
we
pull
the
data
for
the
home
page
and
we
go
in
and
we
look
at
the
referring
page?
The
number
this.
This
is
the
highest
volume
there's
plenty
of
these
here,
but
we
just
picked
the
highest
volume
go
to
free
trial,
install
pricing,
demo
stages,
devops,
ci
and
enterprise.
So
that
means
that
these
pages
were
referred
from
the
home
page,
more
than
other
pages
from
the
home
page.
A
The
second
key
takeaway
is
the
home
page
has
not
only
serve
as
the
place
for
visitors
to
solve
their
problems,
but
we
need
to
use
it
to
send
them
on
the
most
strategic
journey
for
us
and
how
do
we
iterate
on
this?
The
first
is
we
provide
what
they
need
quickly
by
improving
navigation,
and
we
have
a
link
there
to
some
of
the
testing
that
we're
doing
and
iterations
on
our
navigation.
The
second
is:
we
can
improve
the
experience
to
our
top
value
inquiry.
Inquiry
capture,
which
is
free
trial.
A
Free
trial
is
a
great
inquiry
capture
because
you
have
to
validate
your
email
address,
so
we
are
and
to
log
in
again,
so
we
are
going
to
get
a
valid
email
address
from
there.
In
addition,
we
are
going
to
let
everybody
try
all
of
the
features
within
gitlab
for
30
days,
so
when
we
talk
to
them
about
gitlab
they're,
going
to
be
able
to
experience
it
themselves.
So
this
is
the
best
inquiry
capture
that
we
have
right
now
and
three.
We
need
to
explain
the
value
of
our
product
on
the
homepage
more
effectively.
A
Again.
This
is
because
the
average
of
two
pages
per
session
we
want
to
make
sure
that
we
are
explaining
why
gitlab
is
valuable
to
you
when
you
come
here
within
that
home
page
enough.
So
if
you
need
a
bit
more
information,
you
can
continue
on
your
journey.
What
we
don't
want
to
have
happen,
is
you
land
and
think
this
is
not
for
me.
A
It
can't
solve
my
problems,
so
I'm
going
to
go
through
the
pages
after
that,
so
you've
gone
from
the
home
page
to
the
free
trial
page
and
the
top
referring
pages
from
here
are
back
to
the
home
page.
The
trial
form
fill
contact
sales
and
the
case
study
for
goldman
sachs.
So
a
quick
note
here
on
the
trial
form
fill.
We
only
have
the
self-managed
trial
form
fill
information
available
in
ga,
and
that
is
because
the
sas
trial
goes
into
the
product.
A
Now
we
know
the
percentage
of
how
often
someone
takes
a
sas
trial
versus
a
self-managed
trial.
So
we
can
estimate
from
there
that
the
trial
form
fill
for
sas
will
be
greater
than
what's
installed
and
install
is
listed
as
the
second
so
likely
the
sas
one
may
be
above
the
home
page.
We
just
don't
have
the
data
for
that,
but
it's
close.
A
So
the
key
takeaways
here
are
that
a
prospect
is
either
ready
to
start
the
trial
there.
They
are
ready
to
talk
to
sales
or
they
need
to
have
more
proof.
Git
lab
is
valuable
before
beginning
the
process
of
a
free
trial.
So
how
do
we
iterate
on
this
one?
We
improve
the
page
to
explain
the
value
of
the
trial,
two
provide
ways
to
quickly
get
into
a
trial
post
content
when
they
are
likely
more
prepared.
A
So
this
is
offering
the
free
trial
at
the
end
of
ebooks,
anything
where
you
have
had
a
chance
to
look
through
the
value
of
a
specific
feature
of
git
lab
or
a
specific
stage
in
devops,
and
why
gitlab
can
help
you
and
make
the
trial
available
there
and
three
improve
the
nurture
through
free
trial.
So
we
do
have
some
emails
that
go
out
through
free
trial
right
now,
but
they
haven't
been
updated.
So
we
have
an
okr
this
quarter
to
update
those
the
next
one
is
pricing.
A
So
from
pricing
we
have
a
top
list
here
which
is
much
higher.
So
the
way
we
did
this
is
we
looked
at
the
referring
pages
and
then
we
looked
at
the
top
grouping
of
them.
So
if
it
re,
if
one
page
was
referred
from
pricing,
we
didn't
put
that
on
the
list.
But
if
there
were
thousands,
we
left
those
up
there.
So
we
have
install
stages,
devops
lifecycle,
free
trial,
enterprise,
ci,
small
business
partners
and
resources.
A
So
some
of
the
key
takeaways
here
are:
they
might
not
be
ready
to
buy
and
want
to
see
what
git
lab
can
do
for
them
or
their
company
as
a
whole.
Individual
features
may
not
be
as
important.
This
is
because
we
have
features
available
on
pricing
or
you
can
search
for
them,
and
people
do
not
seem
to
go
to
that
at
the
highest
rate
and
two
unlike
free
trial.
They
do
not
go
back
to
the
home
page
as
a
top
next
step,
meaning
they
have.
A
A
If
we
can
assume
that
somebody
on
the
pricing
page
has
more
intention
they're
further
down
their
journey,
they
will
probably
like
need
more
things
that
are
more
relevant
to
that
than
we
would
offer
on
the
home
page
two
nurture
prospects
who
install
so
if
we
have
install
on
there
and
we
want
to
be
able
to
provide
the
value
of
git
lab
and
why
someone
should
go
from
the
community
edition
to
what
is
considered
the
enterprise
edition.
It's
just
a
licensed
name:
it's
not
for
enterprises.
A
We,
we
should
nurture
them
through
the
emails
from
getting
their
information
when
they
install
and
three.
We
should
improve
the
nurture
through
free
trial.
Again,
when
I
talked
about
in
the
last
slide,
so
the
next
page
is
top
pages
from
install.
So
here
we
have
pricing
home,
page
free
trial,
install
ce
or
ee,
that
is
community
edition
or
enterprise
edition
stages.
Devops
lifecycle,
update
or
upgrade
so
the
key
takeaway
here
is
the
top
neck
pages
on
this.
One
are
ones
that
perform
a
number
of
functions
in
the
next
stage
of
a
prospect
journey.
A
We
need
more
data
to
make
informed
decisions,
and
so
how
do
we
iterate
this
iterate?
On
this?
We
perform
testing
to
see
what
the
most
likely
desired.
Next
stages
are
for
prospects,
and
another
suggestion
I
have
here
is
we
more
accurate
accurately
describe
what
are
the
differences
between
community
edition
and
enterprise
edition?
A
A
A
The
demo
is
also
slightly
out
of
date,
we're
working
on
a
new
one
right
now,
and
the
demo
is
the
best
opportunity
for
a
shareable
quick
overview
in
other
languages
of
the
product.
So
how
do
we
iterate
on
this?
We
create
a
path
forward
after
the
demo,
by
adding
ctas
for
key
next
steps,
I.e
free
trial.
If
you've
seen
the
demo-
and
you
think
it's
interesting
to
you-
we
want
to
be
able
to
offer
you
a
free
trial
right
then,
and
there
two
update
the
video.
A
The
next
page
is
the
enterprise
page.
So
then,
here
we
have
free
trial.
Interestingly,
small
business,
install
and
stages
of
the
devops
life
cycle,
so
some
key
takeaways
here
are.
The
prospect
may
need
to
understand
why
we
separate
the
team
sizes
in
the
offer
like
if
the
offers
are
different
and
which
category
they
fall
in
install
likely
confuses.
A
Why
buy
when
I
can.
Just
install
the
product
and
they
want
to
know
what
a
full
platform
means
or
what
solutions
we
offer
and
how
to
iterate
on
this
is
we
can
improve
the
product
solutions
user
journey
two.
We
can
improve
case
study
pages
to
help
prospects
quickly,
see
real
life.
Examples
of
similar
companies
being
successful
with
gitlab
and
three
make
it
more
clear,
create
a
more
clear
way
for
prospects
to
understand
what
install,
trying
and
buying
all
mean
the
next
and
last
page
is
ci.
A
So
here
this
takes
you
to
the
ebook
single,
app
ci,
cd
pricing,
the
ci
cd
demo
install
and
free
trial.
So
some
of
these
things
are
ctas
that
we
offer
on
this
page.
So
that's
not
unexpected
that
these
would
come
in,
but
the
key
takeaways
that
we
can
have
on
here
is
that
the
prospects
here
seem
to
be
in
another
part
of
their
journey
and
are
looking
specifically
for
more
information
on
using
gitlab
for
ci.
A
top
search
is
for
gitlab
ci,
so
returning
prospects
are
interested
in
it.
A
A
One
of
the
ideas
we
have
is
testing
to
see
how
much
deeper
information
on
ci
we
should
put
on
this
page
or
if
somebody
needs
to
try
it
gitlab,
to
understand
the
value
of
it,
and
that
will
be
a
b
testing
that
we
would
do
on
the
page.
Thank
you
very
much
and
please
share
all
of
your
thoughts
with
us
in
the
document
and
danielle
will
answer
all
your
questions.
Thank.