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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@StacyWms
@BigDrumAgency
How To Stalk A Prospect Without Being Creepy
Beyond Forms:
Advanced Strategies
For Capturing Leads

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@StacyWms
@BigDrumAgency
What’s the problem?

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@StacyWms
@BigDrumAgency
Why the reluctance to fill out forms?

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@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?

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@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?

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@StacyWms
@BigDrumAgency
Use all your marketing wiles and charm…
Entice Visitors To Fill Out The Form:
Make It Easier

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@StacyWms
@BigDrumAgency
Conversational & friendly
Image credits: Solo Horton
Brushes, Paymetric,
Medecision, Bizible

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@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.

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@StacyWms
@BigDrumAgency
Single Sign On (SSO)
Image credit: Zendesk

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@StacyWms
@BigDrumAgency
Progressive profiling
Images credit: Act-On

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@StacyWms
@BigDrumAgency
Unobtrusive pop-up with only one field
Image credit: GetDrip.com

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@StacyWms
@BigDrumAgency
Pop-up as they show “exit intent”
Service by Reactful.com, as seen on Big Drum’s site

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@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

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@StacyWms
@BigDrumAgency
Form analytics
Image source: Inspectlet.com

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@StacyWms
@BigDrumAgency
Use all your marketing wiles and charm…
Entice Visitors To Fill Out The Form:
Use A Third Party

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@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

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@StacyWms
@BigDrumAgency
They’re more likely to engage on social

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@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

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@StacyWms
@BigDrumAgency
Use all your marketing wiles and charm…
Entice Visitors To Fill Out The Form:
Give Them Something Of Value

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@StacyWms
@BigDrumAgency
Tempt them with a taste

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@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)

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@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. #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

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@StacyWms
@BigDrumAgency
There are other ways to skin a cat
(no cats were harmed in the making of this presentation)
Work Around It

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@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.

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@StacyWms
@BigDrumAgency
Event tracking (microconversions)
Source: Google Analytics

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@StacyWms
@BigDrumAgency
Path report (microconversions leading up to conversion)
Source: KISSmetrics

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@StacyWms
@BigDrumAgency
Remind me later

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@StacyWms
@BigDrumAgency
Ungate content, cookie, remarket

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@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).

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@StacyWms
@BigDrumAgency
Build rapport with chat, then ask
Image credit: ContactAtOnce!

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@StacyWms
@BigDrumAgency
Anonymous visitor tracking
Image credits: Visual Visitor, HubSpot

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@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)

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@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)

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@StacyWms
@BigDrumAgency
Implicit personalization (industry-based)
Images credit: Transpose (gotranspose.com). Their
preferred term is “persona-based marketing.”
Original
Personalized for Retailers

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

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@StacyWms
@BigDrumAgency
▪ Stacy Sutton Williams
▪ CEO/Founder of Big Drum (fka Prominent Placement)
▪ stacy@bigdrum.io
▪ https://bigdrum.io
Thank you for listening!

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@StacyWms
@BigDrumAgency
THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015