Beyond contact us – leveraging the next generation of forms for lead capture<br />Presented by: <br />Kevin Miller – EVP M...
What we’ll cover today<br /><ul><li>The role of the website in lead capture
Forms 1.0 – “Contact Us” – Limitations and challenges
Email to landing page – the struggle to create forms on the fly
Lead Capture 2.0 – The next generation of web forms
Landing pages, website forms, lead profile, subscriptions and more
Social Landing pages…Lead Capture 3.0????
Building trigger-based nurture campaigns from forms data</li></li></ul><li>About SalesFUSION<br /><ul><li>SaaS Marketing A...
HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
Provide all b2b marketing functionality in a single app
Focus on integrating Marketing and Sales (CRM)
Only solution built on a CRM database
Extensive global partner network
110 New clients in 2010
Unique Client Services model
Game-changing pricing structure
99% retention rate
90% of all new features added in 2010 – customer requests</li></li></ul><li>The Role of the corporate website in your mark...
All channels lead to it
Social
PPC
Online ads
Email
SEO
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Webinar beyond contact us - Leveraing the next generation of lead capture forms

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Webinar beyond contact us - Leveraing the next generation of lead capture forms

  1. 1. Beyond contact us – leveraging the next generation of forms for lead capture<br />Presented by: <br />Kevin Miller – EVP Marketing/Sales – SalesFUSION<br />Session Audio Starts at 2PM EST<br />
  2. 2. What we’ll cover today<br /><ul><li>The role of the website in lead capture
  3. 3. Forms 1.0 – “Contact Us” – Limitations and challenges
  4. 4. Email to landing page – the struggle to create forms on the fly
  5. 5. Lead Capture 2.0 – The next generation of web forms
  6. 6. Landing pages, website forms, lead profile, subscriptions and more
  7. 7. Social Landing pages…Lead Capture 3.0????
  8. 8. Building trigger-based nurture campaigns from forms data</li></li></ul><li>About SalesFUSION<br /><ul><li>SaaS Marketing Application
  9. 9. HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
  10. 10. Provide all b2b marketing functionality in a single app
  11. 11. Focus on integrating Marketing and Sales (CRM)
  12. 12. Only solution built on a CRM database
  13. 13. Extensive global partner network
  14. 14. 110 New clients in 2010
  15. 15. Unique Client Services model
  16. 16. Game-changing pricing structure
  17. 17. 99% retention rate
  18. 18. 90% of all new features added in 2010 – customer requests</li></li></ul><li>The Role of the corporate website in your marketing mix<br /><ul><li>Center of your marketing universe
  19. 19. All channels lead to it
  20. 20. Social
  21. 21. PPC
  22. 22. Online ads
  23. 23. Email
  24. 24. SEO
  25. 25. All prospective buyers end up on it at some point
  26. 26. We spend a ridiculous amount of time and money getting people to our site…and have no idea what to do with them when they get there!</li></li></ul><li>The Role of the website in your marketing mix<br />Where do leads originate from?<br />Base: 249 B2B marketers at companies with 50 or more employees<br />(multiple responses accepted, does not include “other”)<br />
  27. 27. How is your website performing?<br />What does Bounce Rate mean? <br />Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality - a high bounce rate generally indicates that site entrance pages aren't relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert. You can minimize bounce rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.<br />To view the bounce rates for your website, go to the Bounce Rate report under Visitors >Visitor Trending > Bounce Rate.<br />Check your analytics/reports<br />High bounce rates are indicative of content issues on your site and/or a lack of good lead capture.<br />High bounce rates may also be derived from PPC Advertising that sends direct traffic to your site via an advertisement.<br />
  28. 28. Forms 1.0 – The CMS-based form <br />Website <br />Contact Us<br />CMS<br />CRM<br />Text-Email to Marketing<br />Manually Load to CRM System<br />
  29. 29. Limitations and challenges <br /><ul><li>Tied to the CMS
  30. 30. Difficult and time consuming to create
  31. 31. Lack of automation and workflow
  32. 32. Lack of flexibility in questions
  33. 33. Rely on web development team to create, modify
  34. 34. No reporting
  35. 35. No lead routingor alerting</li></li></ul><li>Forms 1.5 – Web to lead – the CRM-based form<br />Website <br />CRM<br />Web to lead<br />CRM – generates field to field lead capture forms – questions only<br />Workflow to alert sales<br />Task assignment<br />
  36. 36. Limitations and challenges – CRM base forms <br /><ul><li>Tied to the CRM
  37. 37. Easier to create but still not WYSIWG-like
  38. 38. Inflexible – very basic
  39. 39. Design options don’t exist
  40. 40. Automation = knowledge and mastery of CRM workflow
  41. 41. Not viable tools for landing pages </li></li></ul><li>Feeling a little helpless? You’re not alone!<br />“Hello, this is the webmaster, the landing page you needed for that campaign is done….”<br />My email is done…I Just need a call to action!!!!!!<br />“Your landing pages is done…that’ll be $$$$$$$<br />
  42. 42. Forms 2.0 – The digital dialog form<br />Website <br />Marketing Automation <br />CRM<br />Online Ads<br /><ul><li>Bi-directional flow of data between marketing and CRM
  43. 43. Auto-assign leads to sales
  44. 44. Trigger follow up campaigns
  45. 45. Apply rules and logic
  46. 46. Create LP’s for each channel/campaign</li></ul>Social <br />Email Campaigns<br />
  47. 47. Landing Pages and Lead Capture – 2.0<br />Characteristics<br /><ul><li>Easy to create – same design skills as email marketing tools
  48. 48. Flexible – create on the fly, change on the fly
  49. 49. Create as many as you like – as often as you like
  50. 50. Integrated – part of the marketing app
  51. 51. Use in website or outside – as stand alone landing page
  52. 52. Encoded – page visitors are tagged, cookied and tracked
  53. 53. Advanced workflow – auto assign, route leads based on form entries
  54. 54. Advanced functions such as Tracking URL’s, Multi-branched pages, social publishing, reporting, lead alerts…..etc.</li></li></ul><li>A note on “Resource Centers”<br /><ul><li>Clearinghouse for call-to-action
  55. 55. Ongoing destination for campaigns, search, ppc and more
  56. 56. Drive increases in SEO due to update frequency
  57. 57. Keep them coming back
  58. 58. If you don’t have one….start building one
  59. 59. The most important thing you can have on your site
  60. 60. All roads lead to it</li></li></ul><li>Practical use of lead capture<br />An advanced website-based form with logic and lead profiling<br /><ul><li>Embedded form on site
  61. 61. Multi-use
  62. 62. Lead profile – allows for enrollment in segments based on “I AM”
  63. 63. Tied to trigger-based email campaigns – personalized based on profile
  64. 64. Opt-in for various types of regular email marketing communications
  65. 65. Highly automated on the back end – uses response data to enroll in branched triggers</li></ul>Bottom of form<br />
  66. 66. Practical Application of website forms – Cont’d<br />Forms-driven triggers<br />Marketing Asset Auto-Responder<br /><ul><li>Capture email/contact
  67. 67. Send asset via email
  68. 68. Trigger email
  69. 69. Link to PDF
  70. 70. Click to see demo
  71. 71. Click to view other resources</li></li></ul><li>Practical Application of website forms – Cont’d<br />Marketing Asset Auto-Responder with Branched Logic<br /><ul><li>Capture email/contact
  72. 72. Mutiple choice question
  73. 73. Answer triggers a 3-step campaign
  74. 74. Email 1 – 0 Trigger days
  75. 75. Email 2 – 5 Trigger days
  76. 76. Email 3 – 14 Trigger days</li></li></ul><li>Practical use of lead capture<br />Landing Page for online Advertising<br /><ul><li>Clear call to action
  77. 77. Text heavy – but still easy to grasp the nature of the form
  78. 78. Highly optimized for PPC keyword
  79. 79. Self profiling – will help with lead qualification</li></li></ul><li>Practical use of lead capture<br />Landing Page for online Advertising<br />Think beyond Google<br />Facebook, LinkedIn and Twitter…<br /><ul><li>Explore new channels
  80. 80. Similar rules of the road to PPC
  81. 81. More demographic targeting than PPC
  82. 82. LinkedIn group targeting – this is an awesome feature
  83. 83. Tailor your pages to the “vibe” of the outlet – LinkedIn – more traditional – Facebook – more “social”</li></li></ul><li>Remember - Basic rules of good landing page design<br /><ul><li> Simplicity – don’t clutter with flash, images….etc
  84. 84. Exact keyword match in header
  85. 85. Reinforce in header and text why they’re there
  86. 86. Survey/form – above the fold and no additional clicks to get to it
  87. 87. Remove or understate extraneous links (that’s for the “thank you page”)
  88. 88. Only ask for what you need
  89. 89. One to One relationship between pages/ads
  90. 90. Offer should be specific and compelling</li></ul>“Download the white paper”<br />“Register for webinar”<br />“See a product demo”<br />
  91. 91. Facebook Landing Pages <br />In February 2011, Facebook announced FBML, which is Facebook’s version of<br />HTML, is going away and custom content can now be presented directly from almost any web server via an iFrame. <br /><ul><li>Allows for the creation and posting of custom landing pages within the FB framework
  92. 92. Allows for page tracking (like website visitor tracking)
  93. 93. Should be treated as a hybrid landing page, microsite, brand image all in one
  94. 94. Can be changed frequently
  95. 95. Can drive users to specific call-to-action
  96. 96. Early-stage but will grow exponentially
  97. 97. Combined with FB ads (similar to PPC), changes the game of online ads
  98. 98. Still in gestation-stage for practical use for B2B</li></li></ul><li>Workflows for post-form completion campaigns AKA nurturing<br /><ul><li>Trigger Campaign – Website – White Paper</li></ul>Website – White Paper A<br />Email 1 – Send white paper link<br />Email 2 – 7-trigger days – Offer webinar video<br />Email 3– 14 -trigger days – Offer – product brochure<br />Offer /Form Demo/Sales Meeting<br />Offer /Form Demo/Sales Meeting<br />Offer /Form Demo/Sales Meeting<br />
  99. 99. The next generation of lead capture forms are<br /><ul><li>Integrated into drip, trigger and nurture campaigns
  100. 100. Extensible beyond the static website-based forms
  101. 101. Dynamic in how they profile and route leads to sales and/or campaigns
  102. 102. Easy to create by marketers – not technical skills required
  103. 103. Flexible – to be integrated into lead to sales processes</li></ul>Let’s make one <br />
  104. 104. Questions?<br /><ul><li>Schedule a demonstration of SalesFUSION
  105. 105. Learn more www.salesfusion.com</li></ul>Core Features<br /><ul><li>Enterprise b2b marketing – an integrated platform
  106. 106. Advanced email marketing
  107. 107. Lead scoring
  108. 108. CRM integration – Salesforce, Dynamics, Sugar, Saleslogix…
  109. 109. Web visitor tracking
  110. 110. Dialogs, forms, landing pages
  111. 111. Social media marketing
  112. 112. Event management</li>

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