chris lucas, formstack - creating the ultimate buyer experience with better data
TRANSCRIPT
Creating The Ultimate Buyer Experience with Better Data
Chris LucasVP of Partnerships
1.Why you need personas2. Mistakes to avoid
3. Tips & Tools to build your strategy4.How to get started
And why should I care?
1. Allows you to be more targeted with messaging.
2. Builds credibility.3. Builds a deeper connection with your buyer.
Understanding and tailoring your content to distinct buyer personas can yield 2x the open
rates and 3x the click-through rates in your email campaigns.
said “they have ‘broken up’ with a brand due to receiving poor, disruptive or irrelevant marketing
messages.
34%
Mistakes to Avoid
What is a Buyer Persona?
“Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they
buy, and why they make buying decisions.”
— Tony Zambito
Finding the data
Um...Hell NO!
Lesser Known Secrets
Fill form with Google+
Don’t neglect the qualitative data.
The Qualitative DataCustomer Feedback
Your most unhappy customers are your greatest source of learning. ~ Bill Gates
1. Pre-Sales Inquiries 2. Customer Support3. Customer Surveys
4. Product Team5. Community Forums & Engagement
Other Qualitative Resources
You’ve Got The Data, Now What?
Build the Persona
Easy Application
Email 2 (Events)
Hi %%first_name%%!
<name> with Formstack again. I just wanted to send over this great resource on using Formstack for event planning. This guide provides a
great overview on how you can leverage your online forms to plan every aspect of your events from start to finish.
Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack can
meet your event planning needs, please let me know! We can chat over phone or email.
Looking forward to hearing from you!
Happy form building,
-%%user_name%%
%%user_html_signature%%
Email 2 (Surveys)
Hi %%first_name%%!
<name> with Formstack again. I just wanted to send over this great resource on using Formstack for surveys. The most difficult part about
surveys often involves just getting people to fill them out. This blog post provides a great overview on how you can leverage your surveys in
the best way possible to get the responses you need.
Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack can
meet your survey needs, please let me know! We can chat over phone or email.
Looking forward to hearing from you!
Happy form building,
-%%user_name%%
%%user_html_signature%%
Email 2 (Lead Generation)
Hi %%first_name%%!
<name> with Formstack again. I just wanted to send over this great resource on using Formstack for lead generation. This ebook provides
some great tips on how to maximize your lead gen by creating and testing high-converting forms.
Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack can
meet your lead capture needs, please let me know! We can chat over phone or email.
Looking forward to hearing from you!
Happy form building,
-%%user_name%%
%%user_html_signature%%
Does it work?
Standard Personalized
1.8X
Personalized Web Experiences
Real customers(proof)
Use form data to pull top integrations by industry
Case study (more proof)
Custom forms
Form Solutions forHuman Resources Management
1. Creating buyer personas leads to better understanding
2. Use quantitative & qualitative data3. Doesn’t have to be difficult to implement
In Conclusion
Creating The Ultimate BuyerExperience with Better Data
Ashley WalshDirector of Marketing Operations
Tuesday, April 26, 20161pm EDT / 12pm CDT / 11am
PDT
Questions?