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

2

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…

3

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

#1

#2

6

BalancingCompletion Rate& CapturingProfilingData

7

Progressive Profiling

Display new form fields to prospects based on the data points you have

previously collected on them.

8

Progressive Profiling Example

#1

Every Form Completion Asks For Incremental Information

9

Progressive Profiling Example

#2

Every Form Completion Asks For Incremental Information

10

Progressive Profiling Example

#3

Every Form Completion Asks For Incremental Information

11

Progressive Profiling Example

#4

Every Form Completion Asks For Incremental Information

Aren’t Shorter Forms A Missed Opportunity?

13

Form AccuracyProblems with self-submitted data

Do Tech Buyers Provide Accurate Information During RegistrationForm fields

PhoneCompany size

CustomJob Title

CompanyIndustryEmailName

MarketingSherpa

14

Syncing Data.com Data with Pardot

Test The Cost of Capturing The Lead Then Adding The Data

Progressive Profiling In Pardot

16

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

Planning Logic Worksheet

Required Fields

Take A Customer View On Field Labels

20

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

21

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

22

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

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

Scott@Brainrider.com

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