It Pays to Have a Marketer Who Codes
Some time ago I was creating a landing page for a client and their regularly scheduled webinars. Apart from the design and content I was also setting up the mechanics and automation of letting people register, sending automated confirmations and reminders, tracking conversion rates, and passing registrant information to the CRM as leads.
Since I planned to experiment with different tactics to promote the webinars, it would be important to note in the CRM which campaign brought the registrant to the landing page. This would show not only the number leads each campaign resulted in — easy to do with basic analytics tools — but also the quality of each campaign after the leads were graded in the CRM by the sales team.
The campaign information is passed to the landing page using UTM tags as URL parameters, but passing those parameters through the form to the CRM was a top-tier feature of the form service. We were on the basic tier, and an upgrade would cost several thousand dollars per year.
Although I understand and agree with packaging features based on value rather than complexity (ie, price discrimination), this seemed so simple that the idea of paying thousands more per year for it made me stop to think.
Originally published at www.gkogan.co on December 23, 2015.