#SMX #21C2@StacyWms

@BigDrumAgency

How To Stalk A Prospect Without Being Creepy

Beyond Forms:

Advanced Strategies

For Capturing Leads

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What’s the problem?

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Why the reluctance to fill out forms?

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▪ 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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▪ 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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@BigDrumAgency

Use all your marketing wiles and charm…

Entice Visitors To Fill Out The Form: Make It Easier

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Conversational & friendly

Image credits: Solo Horton

Brushes, Paymetric,

Medecision, Bizible

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▪ 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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Single Sign On (SSO)

Image credit: Zendesk

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Progressive profiling

Images credit: Act-On

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Unobtrusive pop-up with only one field

Image credit: GetDrip.com

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Pop-up as they show “exit intent”

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

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▪ 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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Form analytics

Image source: Inspectlet.com

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Use all your marketing wiles and charm…

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

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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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They’re more likely to engage on social

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▪ 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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Use all your marketing wiles and charm…

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

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Tempt them with a taste

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▪ 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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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

#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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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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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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Event tracking (microconversions)

Source: Google Analytics

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Path report (microconversions leading up to conversion)

Source: KISSmetrics

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Remind me later

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Ungate content, cookie, remarket

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▪ 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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Build rapport with chat, then ask

Image credit: ContactAtOnce!

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Anonymous visitor tracking

Image credits: Visual Visitor, HubSpot

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▪ 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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▪ 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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Implicit personalization (industry-based)

Images credit: Transpose (gotranspose.com). Their

preferred term is “persona-based marketing.”

Original

Personalized for Retailers

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@BigDrumAgency

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

#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!

#SMX #21C2@StacyWms

@BigDrumAgency

THANK YOU!

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Sept. 29th – Oct. 1st 2015