Progressive Profiling
Using Pardot
A Better B2B Marketing Clinic
@Brainrider
Scott Armstrong is your presenter today.
He i...
B2B Marketing Priorities vs Challenges
• Lead Generation
• Converting qualified leads into paying
customers
• Branding, re...
Landing Page Optimization Benchmark Report
Impact of landing page elements
• Form logic
• Form fields
• Headline copy
• Lo...
4
5
6
Balancing
Completion Rate
& Capturing
Profiling
Data
Progressive Profiling
Display new form
fields to prospects
based on the data
points you have
previously collected
on them....
Progressive Profiling Example
8
#1
Every Form Completion Asks For
Incremental Information
Progressive Profiling Example
9
#2
Every Form Completion Asks For
Incremental Information
Progressive Profiling Example
10
#3
Every Form Completion Asks For
Incremental Information
Progressive Profiling Example
11
#4
Every Form Completion Asks For
Incremental Information
12
Aren’t
Shorter
Forms A
Missed
Opportunity?
Form Accuracy
Problems with self-submitted data
Do Tech Buyers Provide Accurate Information During Registration
Form field...
Syncing Data.com Data with Pardot
Test The Cost of
Capturing The
Lead Then Adding
The Data
14
Progressive Profiling In Pardot
Progressive Profiling Tips
• Target 3-5 fields per form
• Prioritize the data you need to capture
• Be customer-focused
• ...
Planning Logic Worksheet
Required Fields
Take A Customer View On Field Labels
Form Design
Form length
Number of fields
9 field form is the test benchmark
7 field form gives a 2% better submission rate...
Brainrider Case Study:
F500 Company Achieved A 38.6% Increase
In Prospect Acquisition
21
New Prospects
Form Completion Rat...
Brainrider Case Study:
F500 Company Achieved A 38.6% Increase
In Prospect Acquisition
22
New Prospects
Form Completion Rat...
Resources For Better B2B Marketing
For more helpful B2B Marketing content, visit:
Resources: brainrider.info
Articles: bra...
Upcoming SlideShare
Loading in...5
×

Progressive profiling: a practical b2b marketing clinic

850

Published on

Progressive profiling is a practical B2B marketing clinic presentation on how to use progressive profiling to increase form completion rates

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
850
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
20
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Progressive profiling: a practical b2b marketing clinic"

  1. 1. 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_cheatsheets to download today’s presentation and content cheat sheet
  2. 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… 2
  3. 3. Landing Page Optimization Benchmark Report Impact 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 3 #1 #2
  4. 4. 4
  5. 5. 5
  6. 6. 6 Balancing Completion Rate & Capturing Profiling Data
  7. 7. Progressive Profiling Display new form fields to prospects based on the data points you have previously collected on them. 7
  8. 8. Progressive Profiling Example 8 #1 Every Form Completion Asks For Incremental Information
  9. 9. Progressive Profiling Example 9 #2 Every Form Completion Asks For Incremental Information
  10. 10. Progressive Profiling Example 10 #3 Every Form Completion Asks For Incremental Information
  11. 11. Progressive Profiling Example 11 #4 Every Form Completion Asks For Incremental Information
  12. 12. 12 Aren’t Shorter Forms A Missed Opportunity?
  13. 13. Form Accuracy Problems with self-submitted data Do Tech Buyers Provide Accurate Information During Registration Form fields Phone Company size Custom Job Title Company Industry Email Name MarketingSherpa 13
  14. 14. Syncing Data.com Data with Pardot Test The Cost of Capturing The Lead Then Adding The Data 14
  15. 15. Progressive Profiling In Pardot
  16. 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 16
  17. 17. Planning Logic Worksheet
  18. 18. Required Fields
  19. 19. Take A Customer View On Field Labels
  20. 20. Form Design Form length Number of fields 9 field form is the test benchmark 7 field form gives a 2% better submission rate 5 field form gives a 3.4% better submission rate Cost per lead Form Conversion Rate Marketing Experiments Case Study 20 B2B Lead Generation: Testing form field length reduces cost-per-lead by $10.66 http://www.marketingexperiments.com/blog/internet-marketing-strategy/lead-generation-testing- form-field-length-reduces-cost-per-lead-by-10-66.html
  21. 21. Brainrider Case Study: F500 Company Achieved A 38.6% Increase In Prospect Acquisition 21 New Prospects Form Completion Rate FormCompletionRate NewProspects
  22. 22. Brainrider Case Study: F500 Company Achieved A 38.6% Increase In Prospect Acquisition 22 New Prospects Form Completion Rate FormCompletionRate NewProspects
  23. 23. 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_cheatsheets to download recent Brainrider Better Marketing Clinic presentations
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×