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.

Christine Laikind, MBA

Planet Tradeshow

Client Services Representative | Project Manager

SCS Digital Marketing

We have extensive knowledge of both B2C and B2B marketing, allowing us to develop comprehensive strategies that cater to your diverse customer base. Whether you operate a brick-and-mortar store, an e-commerce platform, or a combination of both, we have the skills and insights to maximize your brand's reach and impact.
 
Our approach as your fractional CMO is focused on delivering measurable results. We carefully analyze market trends, conduct in-depth competitor research, and create data-driven marketing plans that align with your business objectives. From enhancing your online presence through strategic website design, search engine optimization (SEO), and content marketing, to executing targeted advertising campaigns and optimizing customer acquisition and retention strategies, we have you covered.
 
But we go beyond just marketing expertise. As fractional CMOs, we become an extension of your team, working closely with your internal stakeholders to align our efforts with your overall business strategy. We offer valuable insights and guidance, providing recommendations and support to help you make informed decisions and achieve sustainable growth.

Fractional Project Manager/Marketing Officer

Christine Laikind

Advocacy Speaker on web accessibility and inclusion. Target audience is businesses, human resources, digital agencies, web and mobile application developers and designers.
* 2019 Wordcamp Greenville, 2019 Wordcamp Atlanta, 2019 Wordcamp Birmingham
* 2018 Wordcamp Atlanta, 2018 Wordcamp Denver
* 2018 Atlanta CodeCamp
* Wordpress Meetups

Advocacy Speaker

Parkfield Commerce

Client facing account/project manager for an ecommerce agency, overseeing multiple ecommerce and retainer projects and remote team members. Responsible for kickoffs, project management and resource management. Use Clickup, Google Workspace and Slack.

Responsibilities include:
-Develop a clear understanding of the client’s business objectives, challenges, target audience and growth/expansion expectations. Guide the team to provide strategic creative solutions that offer the client immediate and long-term success.
-Plan and oversee the process, resources, and delivery of e-commerce and marketing scope/third party partnership for clients.
-Develop KPI's to ensure high level of customer service and continuous engagement and ultimately increased repeat business, and retainer opportunities. 
-Day-to-day manager for internal team members and main client contact for their projects. Participates in the hiring, training, development, mentoring and retention of staff members. 
-Draft and submit Proposals, SOW, creative briefs, agendas, reports (kick offs and stakeholder check-ins)
-Measure effectiveness of customer success though defining operational metrics, creating cadence for review within the account management and client support teams, and providing subsets of metrics to senior management team.

Director Of Client Services

Chattahoochee Technical College

I teach introduction to digital design (principles of graphic design and introduction to Adobe Creative Suite: Illustrator, Photoshop, InDesign, Acrobat) and Intro to Photoshop. Courses are hybrid and students are provided with rubrics.

Adjunct Professor

SCS Service

Took over computer hardware repair company and transitioned it to a MSP (managed service provider). Redesigned company brand, mission and message to reflect MSP transition, developed sales and marketing materials, established service and product pricing. Selected and developed target markets for our IT management service packages for business and residential. Clients included nonprofits, small businesses in industries such as construction, professional services, and medical services.  Company also had website and email hosting services. Managed small staff of two full time technicians and part time office admin.

Key Achievements:
*Redesigned company brand, mission and marketing materials for new transition
*Successfully established recurring revenue for the company
*Successfully grew company awareness through speaking engagements

President/Co Owner

College for Creative Studies

Taught in three departments, Digital Fundamentals (Foundations), Intermediate Photoshop, Beginning Web Design, (Continuing Education), and Business Practices. (Liberal Arts).

Adjunct Instructor

Rochester Regional Chamber of Commerce

My role was to develop and foster relationships with small businesses within the community, educate and inform them of Chamber benefits, community services, and networking engagement opportunities. Heavily participated in the marketing and sponsorship activities for Chamber events. Learned how to use ChamberMaster to track and manage members, hot deals and banner advertisements. Assisted with Ambassador Chairperson with recruitment of new ambassadors and ambassadors. Took ownership and oversaw the Chamber’s 8 PCN Network Groups.
*Key achievements:
> Consistently met goals of membership growth goals for the organization. Usually over quota.
> Grew sponsorships for organization events - averaged 20% higher than previous year.

Membership Manager

Firebrick Gallery and Pottery Studio

Took over a pottery studio located on Main Street in a lively downtown and made it into a retail focus of local artists, a place that offered pottery and art classes, and studio space for working ceramic artists and students. Managed staff of part timers, art and ceramic instructors. 

Key Achievements:
*Rebranded the gallery as the leading place to be for local art and place to learn pottery
*Launched Empty Bowl Fundraiser to support local not for profit that feeds and clothes struggling families in southeastern Michigan. We raised $1500K first year. In the last year we raised almost $4K
* Launched DECK ART (community-wide skateboard art competition and exhibition) We started with 150 artists. It grew to well over 300 artists by 2013.
*Co-partnered with a downtown winery to offer featured artist of the month and host opening receptions
*co-partnered with a downtown coffee beanery and cafe to offer featured artists of the month
*Grew revenue each year at least an average of 15% per year. 
*Increased name recognition, community engagement, fostered appreciation for local artists through heavy use of social media, outbound email, public relations, community participation and networking.

Owner of Firebrick Gallery and Pottery Studio

Soulliere Companies

There were three sister companies involved in the outdoor construction industry - one as a design and installation organization, one as a importer, wholesaler and retailer, and the third being a construction equipment dealer. 
I was tasked to develop marketing activities and sales support materials that generate leads, generate new /repeat sales from existing customers and increase market awareness of each company's offerings. I also provided sales support to outside sales staff by creating PowerPoint presentations, proposals and customized portfolios as they pursued bids or submitted estimates.
Key Achievements:
*Successfully elevated the company’s perception in the bidding marketing place through redesigned Powerpoint presentations and bid proposals, lead to increased closed rates for projects.
*Improved public perception of landscape design contractor and retailer through new branded message.

Marketing Director/Business Development

Hey there! For over 20 years, I've been in the trenches, helping amazing entrepreneurs in retail and service-based businesses like yours totally nail their online game and grow! Plus, I've got over 5 years making sure projects run smoothly, using tools like Monday, Clickup, and Jira to keep things on track, whether it's agile or a more structured approach.

Your Partner in Ecommerce & Email Success (Who Keeps Things Organized!): Seriously, I'm a huge fan of email marketing and all things Klaviyo – it's a game-changer for connecting with your customers! I love crafting those SMS and email campaigns that not only grab attention but also turn into loyal fans and repeat business. Think better clicks, happier customers, and, yes, more sales! And you can count on me to keep everything on schedule and within budget.

My Small Business Journey (Been There, Grown That!): From the creative buzz of owning an art gallery and pottery studio to the (surprisingly!) techy world of a managed IT service provider, I get what it's like to wear multiple hats! This journey has taught me to adapt fast, find creative solutions that fit your budget, and really understand what it takes to grow a business like yours, whether you're selling directly to customers or working with other businesses. I've also led teams on web design projects and marketing campaigns, so you can trust that things will get done right and on time.

My Personal Story (Keeping it Real): On a personal note, I'm also navigating my breast cancer journey right now. It's been a reminder of the importance of resilience and adapting to whatever comes your way. This experience has given me even more empathy for the incredible women entrepreneurs out there juggling everything life throws their way while building their dreams.

Your Marketing & Project Management Ally: From dreaming up creative marketing ideas to making sure they actually get implemented efficiently, my experience gives me a well-rounded perspective. I love bringing together creative thinking, smart data, and organized plans to solve those tricky business challenges you face every day.

Ready to Grow Your Business (Without the Overwhelm)? Let's Connect! If you're an entrepreneur looking for a fractional marketing director who can also keep all your projects organized and on track, or need help with ecommerce growth, email marketing that actually converts, or just some solid marketing leadership, I'm here to help you scale your business and achieve real, meaningful results – without adding more chaos to your plate. Let's chat!

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🏌🏼‍♂️Jon Ivanco

Christine Laikind, MBA

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The Battle

🏌🏼‍♂️Jon Ivanco

Christine Laikind, MBA

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