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How To Stalk A Prospect Without Being Creepy

Beyond Forms: Advanced StrategiesFor Capturing Leads

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What’s the problem? FORM FATIGUE!

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Why the reluctance to fill out forms?

We’ve gotten too good at lead nurturing

& email marketing! Users know they’ll be

bombarded.

More mobile users – who wants to fill

out a form on a tiny screen with a

tiny keyboard?

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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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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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Unobtrusive pop-up…in a video!

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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

Not particularly enticing…

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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

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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

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, remarketB2B remarketing ads on Facebook Remarketing

ads for our clients – note benefit-oriented CTAs

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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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Some chat companies are trained to capture leads

Image credit: LeadChat

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Test your chat greeting too

Images source: Olark. Details: https://www.olark.com/using-olark/how-clever-greeters-increase-conversion-rates

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Anonymous visitor tracking (reverse IP lookup)

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

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Stacy Sutton Williams CEO/Founder of Big Drum (fka Prominent Placement)

stacy@bigdrum.io https://bigdrum.io

Thank you for listening!

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THANK YOU!

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NEW YORK CITYSept. 29th – Oct. 1st 2015