Thank you to everyone who joined us for the third Constant Contact 2026 Small Business Growth Series event, held at the Crystalbrook Riley. In this wrap-up post, you'll find our key takeaways, some event photos and our downloadable deck.
We welcome you to share this page with your colleagues and business contacts!
Unpacking the Customer Journey
This session was presented by Andy Pudmenzky, Customer Marketing Manager - APAC, Constant Contact
Content is Your Targeting: Algorithms are smart enough to read your keywords and language to find your audience; you no longer rely solely on platform audience selection tools.
The 2-Second Hook: You have under two seconds to stop users from scrolling. Use problem-based, outcome-based, counterintuitive, or direct ICP call-out hooks to grab attention.
The 95-to-5 Rule: Only 5% of your market is ready to buy today. A lead magnet is required to capture and nurture the other 95% of future buyers so they aren't left on the table.
High-Value Lead Magnets: Swap valuable assets for contact details. Use checklists, webinars, or audits for B2B/services , and quizzes, discounts, or VIP access for e-commerce.
The Automated Funnel: Connect your hook-led social posts to a landing page with a capture form. Deliver the asset and automatically enrol the lead into an email nurture sequence to build a clean database you can mine for sales later.
A contact moves from "loaned" to "owned" as soon as they commit to providing you with some personal information (such as wishing to download & receive some content from you by filling in a landing page sign-up form). This is the contact conversion point.
50% of leads are "sales ready" if they've been nurtured - you can automate this with an email nurture!
An email nurture is a series of emails (usually 2 - 5) that provides a resource to educate or inform, positions you as the expert in your space, builds trust, conveys your USP (Unique Selling Proposition), subtly rebuts any USPs your competitors might be using - and promotes further action by the contact.
The emails should always be useful, personalised and eventually (as your marketing becomes more sophisticated) - segmented to suit your different buyer personas.
Nurtures shouldn’t stop once a sale is made! It costs 5x less to retain an existing customer than to get a new one - so why not tap into your existing customer base with a nurture to improve adoption, keep your brand front of mind, and promote further (or repeat) purchases.
While this might all sounds complicated and time consuming, you can use Constant Contact to create the emails and automate the workflow in (probably) under 20 minutes - especially if you use our AI email builder to help you with the design and a foundation for the key talking points.
Next steps: Download the slide deck from our event (below) for your actionable checklist!
Download the slides
Next steps
Feel free to explore our growing library of Power Sessions - short, sharp webinar recordings covering everything from building a sign-up page, to creating your first email and even a deep-dive into small business marketing fundamentals like messaging and competitor analysis!
If you're keen to make the most of your small business marketing journey and grow your business with easy to use digital marketing tools - specifically designed for small businesses? Start a free trial of Constant Contact today.
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