Progressive profiling: a practical b2b marketing clinic
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Transcript of Progressive profiling: a practical b2b marketing clinic
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Progressive Profiling Using Pardot
A Better B2B Marketing Clinic
@Brainrider
Scott Armstrong is your presenter today.
He is a founding partner at Brainrider where he specializes in better B2B marketing.
Go to brainrider.com/b2b_cheatsheetsto download today’s presentation and content cheat sheet
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B2B Marketing Priorities vs Challenges• Lead Generation• Converting qualified leads into paying
customers• Branding, reputation and awareness• Lead nurturing• Lead qualification and scoring• Lead hand-off and management• MarketingSherpa B2B Marketing
Benchmark Survey 2011
If Lead Generation Is Your Priority…
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Landing Page Optimization Benchmark ReportImpact of landing page elements• Form logic• Form fields• Headline copy• Location of CTA (Call to action)• Form layout• Navigation logic• Complexity• Number of calls to action (CTA)• Body copy• Balance of text vs graphics• Content of images• MarketingSherpa
Form Optimization Is A Big Opportunity
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BalancingCompletion Rate& CapturingProfilingData
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Progressive Profiling
Display new form fields to prospects based on the data points you have
previously collected on them.
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Progressive Profiling Example
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Every Form Completion Asks For Incremental Information
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Progressive Profiling Example
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Every Form Completion Asks For Incremental Information
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Progressive Profiling Example
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Every Form Completion Asks For Incremental Information
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Progressive Profiling Example
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Every Form Completion Asks For Incremental Information
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Aren’t Shorter Forms A Missed Opportunity?
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Form AccuracyProblems with self-submitted data
Do Tech Buyers Provide Accurate Information During RegistrationForm fields
PhoneCompany size
CustomJob Title
CompanyIndustryEmailName
MarketingSherpa
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Syncing Data.com Data with Pardot
Test The Cost of Capturing The Lead Then Adding The Data
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Progressive Profiling In Pardot
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Progressive Profiling Tips
• Target 3-5 fields per form
• Prioritize the data you need to capture
• Be customer-focused
• Start by developing your profiling logic
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Planning Logic Worksheet
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Required Fields
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Take A Customer View On Field Labels
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Form DesignForm length
Number of fields9 field form is the test benchmark
7 field form gives a 2% better submission rate5 field form gives a 3.4% better submission rate
Cost per leadForm Conversion Rate
Marketing Experiments Case Study
B2B Lead Generation: Testing form field length
reduces cost-per-lead by $10.66http://www.marketingexperiments.com/blog/internet-marketing-strategy/lead-generation-testing-form-field-length-reduces-cost-per-lead-by-10-66.html
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Brainrider Case Study: F500 Company Achieved A 38.6% Increase In Prospect Acquisition
New Prospects
Form Completion Rate
Fo
rm C
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Brainrider Case Study: F500 Company Achieved A 38.6% Increase In Prospect Acquisition
New Prospects
Form Completion Rate
Fo
rm C
om
ple
tio
n R
ate
Ne
w P
ros
pe
cts
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Resources For Better B2B Marketing
For more helpful B2B Marketing content, visit:
Resources: brainrider.info
Articles: brainrider.com/blog
@Brainrider
www.linkedin.com/company/brainrider
Evaluate your Content, Website, & Programs with our
Free Better B2B Marketing Checklist or a free 20-minute consultation
Go to brainrider.com/b2b_cheatsheetsto download recent Brainrider Better Marketing Clinic presentations