#SMX #21C2 @StacyWms @BigDrumAgency How To Stalk A Prospect Without Being Creepy Beyond Forms: Advanced Strategies For Capturing Leads
Jul 26, 2015
#SMX #21C2 @StacyWms @BigDrumAgency
How To Stalk A Prospect Without Being Creepy
Beyond Forms: Advanced Strategies For Capturing Leads
#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?
#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?
#SMX #21C2 @StacyWms @BigDrumAgency
Use all your marketing wiles and charm…
Entice Visitors To Fill Out The Form: Make It Easier
#SMX #21C2 @StacyWms @BigDrumAgency
Conversational & friendly
Image credits: Solo Horton Brushes, Paymetric, Medecision, Bizible
#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.
#SMX #21C2 @StacyWms @BigDrumAgency
Unobtrusive pop-up with only one field
Image credit: GetDrip.com
#SMX #21C2 @StacyWms @BigDrumAgency
Pop-up as they show “exit intent”
Service by Reactful.com, as seen on Big Drum’s site
#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
#SMX #21C2 @StacyWms @BigDrumAgency
Use all your marketing wiles and charm…
Entice Visitors To Fill Out The Form: Use A Third Party
#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
#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
#SMX #21C2 @StacyWms @BigDrumAgency
Use all your marketing wiles and charm…
Entice Visitors To Fill Out The Form: Give Them Something Of Value
#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)
#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
#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
#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
#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.
#SMX #21C2 @StacyWms @BigDrumAgency
Path report (microconversions leading up to conversion)
Source: KISSmetrics
#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).
#SMX #21C2 @StacyWms @BigDrumAgency
Anonymous visitor tracking
Image credits: Visual Visitor, HubSpot
#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)
#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)
#SMX #21C2 @StacyWms @BigDrumAgency
Implicit personalization (industry-based)
Images credit: Transpose (gotranspose.com). Their preferred term is “persona-based marketing.”
Original
Personalized for Retailers
#SMX #21C2 @StacyWms @BigDrumAgency
▪ Stacy Sutton Williams ▪ CEO/Founder of Big Drum (fka Prominent Placement)
▪ https://bigdrum.io
Thank you for listening!