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Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
Progressive profiling: a practical b2b marketing clinic
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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

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

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  • 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. 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. 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
  • 5. 5
  • 6. 6 Balancing Completion Rate & Capturing Profiling Data
  • 7. Progressive Profiling Display new form fields to prospects based on the data points you have previously collected on them. 7
  • 8. Progressive Profiling Example 8 #1 Every Form Completion Asks For Incremental Information
  • 9. Progressive Profiling Example 9 #2 Every Form Completion Asks For Incremental Information
  • 10. Progressive Profiling Example 10 #3 Every Form Completion Asks For Incremental Information
  • 11. Progressive Profiling Example 11 #4 Every Form Completion Asks For Incremental Information
  • 12. 12 Aren’t Shorter Forms A Missed Opportunity?
  • 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. Syncing Data.com Data with Pardot Test The Cost of Capturing The Lead Then Adding The Data 14
  • 15. 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 16
  • 17. Planning Logic Worksheet
  • 18. Required Fields
  • 19. Take A Customer View On Field Labels
  • 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. Brainrider Case Study: F500 Company Achieved A 38.6% Increase In Prospect Acquisition 21 New Prospects Form Completion Rate FormCompletionRate NewProspects
  • 22. Brainrider Case Study: F500 Company Achieved A 38.6% Increase In Prospect Acquisition 22 New Prospects Form Completion Rate FormCompletionRate NewProspects
  • 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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