Progressive profiling: a practical b2b marketing clinic

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

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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
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  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

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