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Beyond Forms: Advanced Strategies For Capturing Leads By Stacy Williams

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Beyond Forms: Advanced Strategies For Capturing Leads. PRESENTATION: Beyond Forms: Advanced Strategies For Capturing Leads - Given by Stacy Williams, @StacyWms - Big Drum, CEO. #SMX #21C2

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Beyond Forms: Advanced Strategies For Capturing Leads By Stacy Williams

  1. 1. #SMX #21C2 @StacyWms @BigDrumAgency How To Stalk A Prospect Without Being Creepy Beyond Forms: Advanced Strategies For Capturing Leads
  2. 2. #SMX #21C2 @StacyWms @BigDrumAgency What’s the problem?
  3. 3. #SMX #21C2 @StacyWms @BigDrumAgency Why the reluctance to fill out forms?
  4. 4. #SMX #21C2 @StacyWms @BigDrumAgency ▪ Fewer leads for sales to nurture ▪ Harder to track – marketing gets less credit ▪ No standing ovation for marketing! Why is “form fatigue” a problem?
  5. 5. #SMX #21C2 @StacyWms @BigDrumAgency ▪ 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?
  6. 6. #SMX #21C2 @StacyWms @BigDrumAgency Use all your marketing wiles and charm… Entice Visitors To Fill Out The Form: Make It Easier
  7. 7. #SMX #21C2 @StacyWms @BigDrumAgency Conversational & friendly Image credits: Solo Horton Brushes, Paymetric, Medecision, Bizible
  8. 8. #SMX #21C2 @StacyWms @BigDrumAgency ▪ 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.
  9. 9. #SMX #21C2 @StacyWms @BigDrumAgency Single Sign On (SSO) Image credit: Zendesk
  10. 10. #SMX #21C2 @StacyWms @BigDrumAgency Progressive profiling Images credit: Act-On
  11. 11. #SMX #21C2 @StacyWms @BigDrumAgency Unobtrusive pop-up with only one field Image credit: GetDrip.com
  12. 12. #SMX #21C2 @StacyWms @BigDrumAgency Pop-up as they show “exit intent” Service by Reactful.com, as seen on Big Drum’s site
  13. 13. #SMX #21C2 @StacyWms @BigDrumAgency ▪ 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
  14. 14. #SMX #21C2 @StacyWms @BigDrumAgency Form analytics Image source: Inspectlet.com
  15. 15. #SMX #21C2 @StacyWms @BigDrumAgency Use all your marketing wiles and charm… Entice Visitors To Fill Out The Form: Use A Third Party
  16. 16. #SMX #21C2 @StacyWms @BigDrumAgency 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
  17. 17. #SMX #21C2 @StacyWms @BigDrumAgency They’re more likely to engage on social
  18. 18. #SMX #21C2 @StacyWms @BigDrumAgency ▪ Imagine instead: ▪ “Talk to one of our mobile security advisors” ▪ “Chat with a compliance consultant” Not a third party…but not a sales rep
  19. 19. #SMX #21C2 @StacyWms @BigDrumAgency Use all your marketing wiles and charm… Entice Visitors To Fill Out The Form: Give Them Something Of Value
  20. 20. #SMX #21C2 @StacyWms @BigDrumAgency Tempt them with a taste
  21. 21. #SMX #21C2 @StacyWms @BigDrumAgency ▪ 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)
  22. 22. #SMX #21C2 @StacyWms @BigDrumAgency 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
  23. 23. #SMX #21C2 @StacyWms @BigDrumAgency 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
  24. 24. #SMX #21C2 @StacyWms @BigDrumAgency There are other ways to skin a cat (no cats were harmed in the making of this presentation) Work Around It
  25. 25. #SMX #21C2 @StacyWms @BigDrumAgency Phone call tracking Image credit: Marchex But…if they’re not going to fill out a form, they probably aren’t going to call.
  26. 26. #SMX #21C2 @StacyWms @BigDrumAgency Event tracking (microconversions) Source: Google Analytics
  27. 27. #SMX #21C2 @StacyWms @BigDrumAgency Path report (microconversions leading up to conversion) Source: KISSmetrics
  28. 28. #SMX #21C2 @StacyWms @BigDrumAgency Remind me later
  29. 29. #SMX #21C2 @StacyWms @BigDrumAgency Ungate content, cookie, remarket
  30. 30. #SMX #21C2 @StacyWms @BigDrumAgency ▪ 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).
  31. 31. #SMX #21C2 @StacyWms @BigDrumAgency Build rapport with chat, then ask Image credit: ContactAtOnce!
  32. 32. #SMX #21C2 @StacyWms @BigDrumAgency Anonymous visitor tracking Image credits: Visual Visitor, HubSpot
  33. 33. #SMX #21C2 @StacyWms @BigDrumAgency ▪ 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)
  34. 34. #SMX #21C2 @StacyWms @BigDrumAgency ▪ 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)
  35. 35. #SMX #21C2 @StacyWms @BigDrumAgency Implicit personalization (industry-based) Images credit: Transpose (gotranspose.com). Their preferred term is “persona-based marketing.” Original Personalized for Retailers
  36. 36. #SMX #21C2 @StacyWms @BigDrumAgency Don’t ignore form fatigue – wake ‘em up!
  37. 37. #SMX #21C2 @StacyWms @BigDrumAgency ▪ Stacy Sutton Williams ▪ CEO/Founder of Big Drum (fka Prominent Placement) ▪ stacy@bigdrum.io ▪ https://bigdrum.io Thank you for listening!
  38. 38. #SMX #21C2 @StacyWms @BigDrumAgency THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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