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SiriusDecisions Summit 2013 Persona Nurture Case Study Presentation

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Persona based nurture drives leads to revenue 300% faster for LeadMD. Learn how adding ReachForce SmartForms to append data at the point of acquisition increased on landing page conversions, program …

Persona based nurture drives leads to revenue 300% faster for LeadMD. Learn how adding ReachForce SmartForms to append data at the point of acquisition increased on landing page conversions, program rreturns and added $1 million in new revenue in the first year for over 104X ROI.

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  • Welcome to the SmartForms Overview webinar. This is a recorded webinar. Today we’ll be learning about the specific capabilities of ReachForce Smartforms, a data appending solution for B2B landing pages. I’m Mary Firme, Director of Marketing for ReachForce and I’m also a SmartForms User. After a brief overview of SmartForms, I’ll be handing the baton to Jennifer Jacaman, Territory Manager for ReachForce, and one of the most experienced people I know at answering your detailed questions about SmartForms.
  • This is an example of some of the compounded gains that clients experience in the lead generation funnel using SmartForms. And don’t worry, I’ll have this available for each of you after the Webinar. At the top of the funnel, you’ll notice that the blue SmartForms funnel is collected 1340 leads compared to 1000 without. This takes into acconnt the landing page conversion increases, such as those shown by Marketo.
  • SmartForms is a simple yet very robust technology that can be added to any B2B landing page web form, and is designed to be platform agnostic. We’ve already implemented SmartForms on all the leading marketing automation system providers, as well as CMS platforms like Wordpress and we are official partners with all the logos you see onscreen. With a data base of more than 200 million verified companies and a match rate that averages more than 80%, SmartForms offers immediate and critical insight about your new leads at the moment they enter your database. This means that tailored nurture can then begin both on the confirmation page and with the first email you send. Implementation can usually be accomplished within the Marketing group with no IT assist necessary – and has three basic steps: mapping the new SmartForms data fields to your CRM (often salesforce, and we have a mapping wizard to help). Adding the hidden fields to your web form, and some adding some Javascript to the page.
  • With these steps in place, SmartForms does something pretty cool: you can shorten your form to include the questions you really need answered from your prospect – and leave the rest of the critical lead data like full street addres, 9 digit zip, industry, phone number, company revenues and more to SmartForms. If you currently use a fairly long lead form questionnaire and you are able to cut back, research shows a lead conversion lift of 20% from each field you remove. In the case of Marketo, a SmartForms customer, they saw a 34% increase in lead conversions after implementation: LeadMD had a 26% increase. The increases vary form client to client, depending on how drastically the form is pared down but these numbers provide a pretty helpful guideline.
  • The ReachForce Connected Marketing Data Cloud, includes Precision Marketing, Marketing Insights and Predicitve Marketing Solution suites. SmartForms is one of the key products in our Precision Marketing solution. To take full capabilities and drive highest potential from marketing automation systems, we need data that is correct and complete. By applying SmartForms at the beginning of the lead capture process, more complete, segmentable data is captured from the first touch. a full granular address, revenues, industry information and employee count for precision segmentation and nurture.There have been additional, important business gains for SmartForms clients – including easier, more frictionless sales routing since leads can now be easily transferred based on the differing rules of each Sales organization or ultimately a significant ROI impact like that experienced by LeadMD which saw a 41% ROI after just 2 months.
  • Webtrends is another great example of superior gains with SmartForms. We implemented their solution originally on Eloqua forms using progressive profiling. We published this case study in November 2012, and I was not only blown away by Webtrends results, but also ecstatic, since hey, I’m the marketing director, I love a great client reference for our product.
  • This is an example of some of the compounded gains that clients experience in the lead generation funnel using SmartForms. And don’t worry, I’ll have this available for each of you after the Webinar.At the top of the funnel, you’ll notice that the blue SmartForms funnel is collected 1340 leads compared to 1000 without. This takes into account the landing page conversion increases such as those shown by Marketo and LeadMD.There is research showing that the speed with which leads are handled results in measurable sales gains. Those are accounted for in the increased numbers ofMQLs, sales accepted leadsFinally, the precision nurture + speed + deal size+ landing page conversions, combine to yield the a geometric improvement in ultimate revenues at the bottom of the funnel.
  • This is an example of some of the compounded gains that clients experience in the lead generation funnel using SmartForms. And don’t worry, I’ll have this available for each of you after the Webinar. At the top of the funnel, you’ll notice that the blue SmartForms funnel is collected 1340 leads compared to 1000 without. This takes into account the landing page conversion increases, such as those shown by Marketo.
  • This is an example of some of the compounded gains that clients experience in the lead generation funnel using SmartForms. And don’t worry, I’ll have this available for each of you after the Webinar. At the top of the funnel, you’ll notice that the blue SmartForms funnel is collected 1340 leads compared to 1000 without. This takes into acconnt the landing page conversion increases, such as those shown by Marketo.
  • Justin is here to prove -- to me -- anyway, that he is the ultimate know it all about his leads, and his story not only showcases a serious win for ReachForce SmartForms, but a sizable win for new marketing approaches that make a measurable difference in a hurry and probably says something about the expertise LeadMD brings to conversational marketing. I’m grateful that LeadMD is the third case study we’ve reported for SmartForms, because had it been the first – even with the fantastic ROI we’ve seen to date, and tremendous operations and nurture gains, this story is amazing, and really showcases the power of what SmartForms + SmartMarketing can achieve, and might have made it hard to research any more!
  • Thank you for attending. If you additional questions that weren’t answered during the webinar, please feel free to reach out to us!
  • Transcript

    • 1. 5QUESTIONSSmartFormsinAction"SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebTrends!503-222-2222!Mary FirmeReachForceJustin GrayCEO, LeadMD@myleadmd
    • 2. Forrester Infographic 2012Buyer Behavior Helps B2B Marketers Guide The Buyers Journey
    • 3. Forrester Infographic 2012Buyer Behavior Helps B2B Marketers Guide The Buyers Journey“Today’s buyers aretwo-thirds to 90%of the way throughtheir purchase journeybefore they reach outto the vendor.”- Lori Wizdo, Forrester
    • 4. Marketo Research on the Impact ofRemoving Form Fields
    • 5. ReachForceSmartFormsworkswithall leading "MARKETINGAUTOMATION
    • 6. SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebTrends!503-222-2222!First Name Jennifer State Code ORLast Name Anderson Country Code USEmailmvp@webtrends.comEmployeeCount325Company Webtrends Inc.EmployeeLocation Count23Phone 503-294-7025AnnualRevenue$42,200,000Address 1 851 SW 6th Ave SIC 7372Address 2 Ste 600SIC IndustryNamePrepackagedSoftwareCity Portland NAICS 511210State OregonNAICS SectorNameSoftwarePublishersCountry USA Company URLwww.webtrends.comPostal Code 97204-1343 Subsidiary SUBTrade StyleNameConfidenceLeveluser5QUESTIONSSmartFormsin Action"
    • 7. DocumentedWins withSmartForms34% Increase in Landingpage conversions/leads(Marketo)Faster, more accurate salesrouting (all)
    • 8. SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebTrends!503-222-2222!First Name Jennifer State Code ORLast Name Anderson Country Code USEmailmvp@webtrends.comEmployeeCount325Company Webtrends Inc.EmployeeLocation Count23Phone 503-294-7025AnnualRevenue$42,200,000Address 1 851 SW 6th Ave SIC 7372Address 2 Ste 600SIC IndustryNamePrepackagedSoftwareCity Portland NAICS 511210State OregonNAICS SectorNameSoftwarePublishersCountry USA Company URLwww.webtrends.comPostal Code 97204-1343 Subsidiary SUBTrade StyleNameConfidenceLeveluser5QUESTIONSSmartFormsin Action"Webtrendsincreased speed tocomplete progressiveprofiles 19X withSmartForms –qualifying in just1 day -- down from20 days.PostSmartForms, Webtrends grew salespipeline 40% perquarter, eachquarter, a massivebusiness impact forthe company.
    • 9. SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebTrends!503-222-2222!First Name Jennifer State Code ORLast Name Anderson Country Code USEmailmvp@webtrends.comEmployeeCount325Company Webtrends Inc.EmployeeLocation Count23Phone 503-294-7025AnnualRevenue$42,200,000Address 1 851 SW 6th Ave SIC 7372Address 2 Ste 600SIC IndustryNamePrepackagedSoftwareCity Portland NAICS 511210State OregonNAICS SectorNameSoftwarePublishersCountry USA Company URLwww.webtrends.comPostal Code 97204-1343 Subsidiary SUBTrade StyleNameConfidenceLeveluser5QUESTIONSSmartFormsin Action"Webtrends increasedspeed to completeprogressive profiles19X with SmartForms –getting full qualificationin just 1 day (down from20 days).As a results, Webtrendsgrew sales pipeline40% per quarter postSmartForms, a massivebusiness impact for thecompany.
    • 10. Over 100 clients to date. Great results:• Shorten your form = more leads• Accurate location = easier sales routing• Industry meta data = tailored nurture• Faster jump on lead = faster nurture, biggerpipeline• More accurate input = better more reliable data• Appended phone = phone follow-up winSmartForms Case Study : Intro
    • 11. Isn’t that enough?Not for this guy.Justin GrayCEO & CMOLeadMDSmartForms Case Study : Intro
    • 12. 5QUESTIONSSmartFormsinAction"SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebTrends!503-222-2222!
    • 13. It’s not just aboutA shorter form.It’s about theQuestions you ask.And then whatyou say after.SmartForms Case Study : LeadMDBiggest Win To Date.
    • 14. SmartForms Case Study : LeadMD• LeadMD and the market• Challenges• Solutions• ResultsJustin GrayCEO, LeadMD@myleadmd
    • 15. SmartForms Case Study : LeadMD& Market• Marketo & Salesforce Consultancy– 750 Engagements– Retainer & One Time– Service & Training offerings• Mid Market Focus– Enterprise Tilt• Productized Service– Embark– Refresh– ExM
    • 16. SmartForms Case Study :Challenges• High Volume of Nurtured Leads• Leads have a high degree of residence ingeneral tracks• Leads converting @ 3x in Persona basedtracks– Low form rate in standard funnel– Avg of 2.5 form touches– Wasting touches on demographics– Form Liar
    • 17. SmartForms Case Study :Challenges
    • 18. What to do?
    • 19. The Solution• Bring BANT to the forefront– Fields eliminated:• State• Industry• Employee Count• Annual Revenue• Phone Number– Still present but used mainly for Area code
    • 20. The Solution (cont)• Reachforce SmartForms• Backend Append– Data.com– Sales & Marketing can append• User confirmed• Unexpected positives
    • 21. Live Form ExamplesProgressiveProfileformsDriven bystrategicquestions
    • 22. Results of SmartForms• Persona based nurture in 15 weeks– Down from 40• Lead flow increased by 37%• Nurture program ROI up by 41%• Form conversions boosted by 26%• 104X ROI on SmartForms implementation
    • 23. Unexpected Results• Form experience– Users giving positive feedback• Turned a concern into a benefit• Likely (editor: Definitely) will eliminatedouble vendor scenario in Q4– Solution pays for itself even without increases• Better data / better experience
    • 24. There’s nothing quick about quality
    • 25. “You Can’t HaveGood, Fast, Cheap” Or Can You
    • 26. Thank You Email mfirme@reachforce.com for a copy ofpresentation Twitter @MaryFirme or @ReachForce Visit LeadMD Online: http://leadmd.com/pigsfly Follow us on Twitter: @myleadmd
    • 27. 5QUESTIONSSmartFormsinAction"SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebTrends!503-222-2222!Thank you!ReachForce@ReachForce@MaryFirmeThank you!LeadMD@MyLeadMD

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