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

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  • 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. What we’ll cover today<br /><ul><li>The role of the website in lead capture
  • 3. Forms 1.0 – “Contact Us” – Limitations and challenges
  • 4. Email to landing page – the struggle to create forms on the fly
  • 5. Lead Capture 2.0 – The next generation of web forms
  • 6. Landing pages, website forms, lead profile, subscriptions and more
  • 7. Social Landing pages…Lead Capture 3.0????
  • 8. Building trigger-based nurture campaigns from forms data</li></li></ul><li>About SalesFUSION<br /><ul><li>SaaS Marketing Application
  • 9. HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
  • 10. Provide all b2b marketing functionality in a single app
  • 11. Focus on integrating Marketing and Sales (CRM)
  • 12. Only solution built on a CRM database
  • 13. Extensive global partner network
  • 14. 110 New clients in 2010
  • 15. Unique Client Services model
  • 16. Game-changing pricing structure
  • 17. 99% retention rate
  • 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. All channels lead to it
  • 20. Social
  • 21. PPC
  • 22. Online ads
  • 23. Email
  • 24. SEO
  • 25. All prospective buyers end up on it at some point
  • 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. 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. 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. Limitations and challenges <br /><ul><li>Tied to the CMS
  • 30. Difficult and time consuming to create
  • 31. Lack of automation and workflow
  • 32. Lack of flexibility in questions
  • 33. Rely on web development team to create, modify
  • 34. No reporting
  • 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. Limitations and challenges – CRM base forms <br /><ul><li>Tied to the CRM
  • 37. Easier to create but still not WYSIWG-like
  • 38. Inflexible – very basic
  • 39. Design options don’t exist
  • 40. Automation = knowledge and mastery of CRM workflow
  • 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. 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. Auto-assign leads to sales
  • 44. Trigger follow up campaigns
  • 45. Apply rules and logic
  • 46. Create LP’s for each channel/campaign</li></ul>Social <br />Email Campaigns<br />
  • 47. Landing Pages and Lead Capture – 2.0<br />Characteristics<br /><ul><li>Easy to create – same design skills as email marketing tools
  • 48. Flexible – create on the fly, change on the fly
  • 49. Create as many as you like – as often as you like
  • 50. Integrated – part of the marketing app
  • 51. Use in website or outside – as stand alone landing page
  • 52. Encoded – page visitors are tagged, cookied and tracked
  • 53. Advanced workflow – auto assign, route leads based on form entries
  • 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. Ongoing destination for campaigns, search, ppc and more
  • 56. Drive increases in SEO due to update frequency
  • 57. Keep them coming back
  • 58. If you don’t have one….start building one
  • 59. The most important thing you can have on your site
  • 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. Multi-use
  • 62. Lead profile – allows for enrollment in segments based on “I AM”
  • 63. Tied to trigger-based email campaigns – personalized based on profile
  • 64. Opt-in for various types of regular email marketing communications
  • 65. Highly automated on the back end – uses response data to enroll in branched triggers</li></ul>Bottom of form<br />
  • 66. Practical Application of website forms – Cont’d<br />Forms-driven triggers<br />Marketing Asset Auto-Responder<br /><ul><li>Capture email/contact
  • 67. Send asset via email
  • 68. Trigger email
  • 69. Link to PDF
  • 70. Click to see demo
  • 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. Mutiple choice question
  • 73. Answer triggers a 3-step campaign
  • 74. Email 1 – 0 Trigger days
  • 75. Email 2 – 5 Trigger days
  • 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. Text heavy – but still easy to grasp the nature of the form
  • 78. Highly optimized for PPC keyword
  • 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. Similar rules of the road to PPC
  • 81. More demographic targeting than PPC
  • 82. LinkedIn group targeting – this is an awesome feature
  • 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. Exact keyword match in header
  • 85. Reinforce in header and text why they’re there
  • 86. Survey/form – above the fold and no additional clicks to get to it
  • 87. Remove or understate extraneous links (that’s for the “thank you page”)
  • 88. Only ask for what you need
  • 89. One to One relationship between pages/ads
  • 90. Offer should be specific and compelling</li></ul>“Download the white paper”<br />“Register for webinar”<br />“See a product demo”<br />
  • 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. Allows for page tracking (like website visitor tracking)
  • 93. Should be treated as a hybrid landing page, microsite, brand image all in one
  • 94. Can be changed frequently
  • 95. Can drive users to specific call-to-action
  • 96. Early-stage but will grow exponentially
  • 97. Combined with FB ads (similar to PPC), changes the game of online ads
  • 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. The next generation of lead capture forms are<br /><ul><li>Integrated into drip, trigger and nurture campaigns
  • 100. Extensible beyond the static website-based forms
  • 101. Dynamic in how they profile and route leads to sales and/or campaigns
  • 102. Easy to create by marketers – not technical skills required
  • 103. Flexible – to be integrated into lead to sales processes</li></ul>Let’s make one <br />
  • 104. Questions?<br /><ul><li>Schedule a demonstration of SalesFUSION
  • 105. Learn more www.salesfusion.com</li></ul>Core Features<br /><ul><li>Enterprise b2b marketing – an integrated platform
  • 106. Advanced email marketing
  • 107. Lead scoring
  • 108. CRM integration – Salesforce, Dynamics, Sugar, Saleslogix…
  • 109. Web visitor tracking
  • 110. Dialogs, forms, landing pages
  • 111. Social media marketing
  • 112. Event management</li>

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