beyond forms: advanced strategies for capturing leads by stacy williams

#SMX #21C2 @StacyWms @BigDrumAgency

How To Stalk A Prospect Without Being Creepy

Beyond Forms: Advanced Strategies For Capturing Leads


What’s the problem?


Why the reluctance to fill out forms?


▪ Fewer leads for sales to nurture

▪ Harder to track – marketing gets less credit

▪ No standing ovation for marketing!

Why is “form fatigue” a problem?


▪ Find a way to entice people to fill out the dang form already! ▪ Make it easier ▪ Use a third party ▪ Give them something of value

▪ Work around it ▪ Market to them and track them another way

How should marketers respond?


Use all your marketing wiles and charm…

Entice Visitors To Fill Out The Form: Make It Easier


Conversational & friendly

Image credits: Solo Horton Brushes, Paymetric, Medecision, Bizible


▪ 25% lift in conversions (eBooks)

▪ 10% lift in conversions (webinars)

▪ Lower cost per conversion

▪ Increase in lead data quality

AutoFill

Available with LinkedIn’s “Lead Accelerator” service. Thanks to Catavolt.


Single Sign On (SSO)

Image credit: Zendesk


Progressive profiling

Images credit: Act-On


Unobtrusive pop-up with only one field

Image credit: GetDrip.com


Pop-up as they show “exit intent”

Service by Reactful.com, as seen on Big Drum’s site


▪ Short form on landing page: 14% conversion rate

▪ Button leading to short form on second page: 32%+ conversion rate

Interim step can help them commit

Thanks to JasonSwenk.com


Form analytics

Image source: Inspectlet.com



Entice Visitors To Fill Out The Form: Use A Third Party


They don’t trust you…but they trust them

Note: you may or may not be able to actually get the contact info from the third party


They’re more likely to engage on social


▪ Imagine instead: ▪ “Talk to one of our

mobile security advisors”

▪ “Chat with a compliance consultant”

Not a third party…but not a sales rep



Entice Visitors To Fill Out The Form: Give Them Something Of Value


Tempt them with a taste


▪ Valuable software available free to developers if they’d register

▪ No one registered ▪ Ungated software & offered

users a free $30 O’Reilly book

▪ Conversions skyrocketed

Appeal to their self-interest (not business needs)


Answer their question – address their pain

Understand your various personas…

…and what they’re looking for at each stage of the buyer’s journey. For God’s sake – give it to

them! They’ll fill out a form for something valuable and relevant to their needs!

Images credit: HubSpot


Answer their question – address their pain

Understand your various personas…

…and what they’re looking for at each stage of the buyer’s journey. For God’s sake – give it to

them! They’ll fill out a form for something valuable and relevant to their needs!

Images credit: HubSpot

Seriously, people – don’t be lazy! It may be faster and easier to implement some of the other approaches in this presentation, but this is by far the most effective way to entice prospects to fill out a form.

Providing unique content that solves your prospects’ challenges also: • Strengthens branding / credibility / thought leadership • Builds a relationship with your target audience • Gives them something to share – you could go viral


There are other ways to skin a cat (no cats were harmed in the making of this presentation)

Work Around It


Phone call tracking

Image credit: Marchex

But…if they’re not going to fill out a form, they probably aren’t

going to call.


Event tracking (microconversions)

Source: Google Analytics


Path report (microconversions leading up to conversion)

Source: KISSmetrics


Remind me later


Ungate content, cookie, remarket


▪ Prospect visits landing page but doesn’t submit form

▪ Dynamic content block with CTA is triggered to bring them back to the same landing page

Form abandonment recovery campaign

Images credit: Transpose (gotranspose.com).


Build rapport with chat, then ask

Image credit: ContactAtOnce!


Anonymous visitor tracking

Image credits: Visual Visitor, HubSpot


▪ Visit BestBuy.com on a Mac – get a different experience than if you’re using a Dell

Implicit personalization (browser-based)

“Experience Marketing” can be done with Sitecore, Adobe & Transpose, among others. Images & resources from Arke Systems (arke.com)


▪ Content changes based on type of content consumed during last visit

▪ Or referral source

Implicit personalization (behavior-based)

“Experience Marketing” can be done with Sitecore, Adobe & Transpose, among others. Images & resources from Arke Systems (arke.com)


Implicit personalization (industry-based)

Images credit: Transpose (gotranspose.com). Their preferred term is “persona-based marketing.”

Original

Personalized for Retailers


Don’t ignore form fatigue – wake ‘em up!


▪ Stacy Sutton Williams ▪ CEO/Founder of Big Drum (fka Prominent Placement)

▪ [email protected]

▪ https://bigdrum.io

Thank you for listening!

mailto:[email protected]

https://bigdrum.io/


THANK YOU!

Join us @SMX East NEW YORK CITY

Sept. 29th – Oct. 1st 2015

beyond forms: advanced strategies for capturing leads by stacy williams

Data & Analytics

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