Formtoro.com - Zero Party Data Ecommerce Strategy

I run a software company called Formtoro which is purpose built to collect and analyze customer data in combination with ad and sales data for ecommerce brands.

I also run marketing and strategy for Krakatoa Underwear, a mid-7 figure ecommerce Direct to Consumer high end men’s underwear company.

Prior to Formtoro and Krakatoa Underwear I ran marketing and customer support for LIFX leading to acquisition.

I’ve been involved in marketing for 20+ years.

My motto is work smarter, not harder, and let data lead.

Always up for a chat about the industry: calendly.com/jonivanco

I've open sourced my entire strategy at ecomwithjon.com

I love zero party data and data analytics and a good debate around them.

🏌🏼‍♂️Jon Ivanco

Popup Opt-in rates are a scam.

On one side you're just giving away margin to get an email that you'd get anyway when someone converted.

On the other if you are collecting a data point you don't have enough time to use it on the person that provides it because those that check out due so in less than 12 hours.

I'm going to say it, it's a KPI that I've gamed a lot.

This doesn't even take into account all the same existing customers that are just signing up under different emails...

Or my favorite the Apple ones that hide their emails every time.

An email list is only as good as the amount of people that sign up and convert and that happens as a result of the messaging that drove the traffic.

So here's the flip, use this interaction to build a statistical model around what messaging you should be using on people that converts the highest.

That's where the real magic comes from, else you're chasing vanity metrics that don't mean anything.

🏂Jon Ivanco

Marketing Automation via Intelligent Data Layers

Last night I figured out something that had been bothering me for years around popups. 

It’s manual now and we’ll start testing this week. 

But it’s an evolution of getting data from every first time purchaser that uses a generic coupon code. 

It’s pretty cool. 

This solves one of the biggest trade offs with discounting on first orders and silent profit leaks. 

Yes I’m posting again because I’m back to building systems that solve overlooked problems. 

Clean the data. 
Put it into content systems. 
Automate marketing. 

I spend a lot of time questioning systems and building work arounds before we consider how to implement them seamlessly behind the scenes. 

This is going to be a big update. 

Small change. Huge impact. 

No one is doing it. Guaranteed.

Show the world your tech is the hero they've been waiting for 🦸‍♂️ Conversion copywriter & messaging strategist for SaaS and tech companies

Feel like you're wasting marketing budget without getting any leads?

(Or worse -- getting leads that sales can’t close?)

Or like you're constantly losing deals to smarter-sounding competitors (with inferior products)?

Or like you're doing positioning and messaging exercises every 6-12 months (but always feel you're behind in the market)?

I can help you with that.

Hi I’m Eden 👋 and I help B2B SaaS companies stop burning marketing spend and start closing more deals -- despite tough customers, tough markets, and tough competition -- by helping you maintain message-market fit.

Here's what that looks like:

**Month 1: Achieve Message-Market Fit**

This is an intense 1 month sprint where we:

▶️Interview internal stakeholders across C-suite, Sales, Marketing, Product, and Customer Success (to find out where there’s misalignment and to fix it)
▶️ Interview 10 customers (to understand what’s on their mind and why they continue to choose you)
▶️ Conduct 5 win-loss interviews (to make sure we know exactly why deals close… or fall through)
▶️ Conduct competitive analyses (to make sure what you’re saying stands out from the competition)
▶️ Validate your new messaging with your target audience (to make sure it’ll work when it goes live)

The outcome? A messaging framework, home page, and sales deck that you *know* will convert as soon as you make it public.

**Month 2 - Onwards**: Maintaining Message-Market Fit

This is an ongoing monthly service that includes:

✅ Customer research interviews & analyses → Make sure Marketing and Sales know what’s *really* important to customers
✅ Win-loss interviews & analyses → Make sure everyone knows how to convert prospects into buyers
✅ Untapped buyer insights → Make sure your messaging speaks directly to your prospects’ shifting priorities (before they enter the market)
✅ Competitive monitoring → Make sure your messaging differentiated from both brand new startups and decades-old incumbents
✅ Message validation → Prove your messaging will resonate with real buyers
✅ Monthly alignment calls → To keep everyone in sync

Because when you have ongoing message-marketing fit, your marketing spend generates more good-fit leads, sales closes more of them, and prospects stop confusing you with competitors.

Want to learn more?

Send me a DM or book a 30-min (no obligation) call here: https://calendly.com/eden-bidani/30min

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