Creating The Ultimate Buyer Experience

Creating The Ultimate BuyerExperience with Better Data

Ashley WalshDirector of Marketing

Tuesday, April 26, 20161pm EDT / 12pm CDT / 11am PDT

1. Why you need personalization2. Mistakes to avoid

3. Tips & Tools to build your strategy4. How to get started

The Why

1. Increases conversions2. Builds credibility.

3. Builds a deeper connection with your buyer.

Understanding and tailoring your content to distinct buyer personas can yield 2x the open rates and 3x the click-

through rates in your email campaigns.

said “they have ‘broken up’ with a brand due to receiving poor, disruptive or irrelevant marketing messages.”

* Responsys surveyed over 2,000 U.S. adults to find out how they feel about their relationships with brands.

34%

Mistakes to Avoid

What is a Buyer Persona?

“Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their

behavior, how they think, how they buy, and why they make buying decisions.”

— Tony Zambito

Finding the data

Um...Hell NO!

Lesser Known Secrets

Fill form with Google+

Don’t neglect the qualitative data.

The Qualitative DataCustomer Feedback

Your most unhappy customers are your greatest source of learning. ~ Bill Gates

1. Pre-Sales Inquiries 2. Customer Support3. Customer Surveys

4. Product Team

Other Qualitative Resources

You’ve got the data, Now What?

Build the Persona

1. Blog Posts2. Ebooks/Whitepapers/Guides

3. Webinars4. Case Studies

5. Key Customers

Organize and map your content

Easy Application

Email 2 (Events)

Hi %%first_name%%,

<name> with Formstack again. I just wanted to send over this great resource on using Formstack for event planning. This guide provides a

great overview on how you can leverage your online forms to plan every aspect of your events from start to finish.

Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack

can meet your event planning needs, please let me know! We can chat over phone or email.

Looking forward to hearing from you!

Happy form building,

-%%user_name%%

%%user_html_signature%%

Email 2 (Surveys)

Hi %%first_name%%,

<name> with Formstack again. I just wanted to send over this great resource on using Formstack for surveys. The most difficult part about

surveys often involves just getting people to fill them out. This blog post provides a great overview on how you can leverage your surveys in

the best way possible to get the responses you need.

Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack

can meet your survey needs, please let me know! We can chat over phone or email.

Looking forward to hearing from you!

Happy form building,

-%%user_name%%

%%user_html_signature%%

Email 2 (Lead Generation)

Hi %%first_name%%,

<name> with Formstack again. I just wanted to send over this great resource on using Formstack for lead generation. This ebook provides

some great tips on how to maximize your lead gen by creating and testing high-converting forms.

Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack

can meet your lead capture needs, please let me know! We can chat over phone or email.

Looking forward to hearing from you!

Happy form building,

-%%user_name%%

%%user_html_signature%%

Does it work?

Standard Personalized

1.8X

Personalized Web Experience

Real customers(proof)

Use form data to pull top integrations by industry

Case study (more proof)

Custom forms

Form Solutions forHuman Resources Management

In Conclusion

1. Creating buyer personas leads to better understanding2. Use quantitative & qualitative data

3. Doesn’t have to be difficult to implement

Check the chat window for a chance to win a Formstack prize!

Submit the form to be entered for a chance to win!

Questions?

Creating The Ultimate Buyer Experience with Better Data

Chris LucasVP of Partnerships