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Creating The Ultimate Buyer Experience

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In a world of 8-second attention spans and pesky "promotions" tabs, marketers are clamoring to find the best ways to communicate their messages to buyers. But are your efforts actually resonating with the right people? During this webinar adapted from our presentation at Marketing United 2016, we'll show you how to assess your existing customer base for buyer behaviors and determine the best way to gather data on your target market. Using real-life examples of how Formstack has achieved this research, Ashley Walsh, our Director of Marketing, will share best practices on how to ask the right questions on your forms and understand the patterns in your data to create segmentations for your perfect persona.

In this webinar, you will learn:
1 - What a buyer persona is and why it matters to your strategy
2 - Common mistakes to avoid when marketing to prospects
3 - Which top tools you should use for creating your buyer persona
4 - Best practices for building the perfect persona for your business

Published in: Business
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Creating The Ultimate Buyer Experience

  1. 1. Creating The Ultimate Buyer Experience with Better Data Ashley Walsh Director of Marketing Tuesday, April 26, 2016 1pm EDT / 12pm CDT / 11am PDT
  2. 2. 1. Why you need personalization 2. Mistakes to avoid 3. Tips & Tools to build your strategy 4. How to get started
  3. 3. The Why
  4. 4. 1. Increases conversions 2. Builds credibility. 3. Builds a deeper connection with your buyer.
  5. 5. Understanding and tailoring your content to distinct buyer personas can yield 2x the open rates and 3x the click- through rates in your email campaigns.
  6. 6. said “they have ‘broken up’ with a brand due to receiving poor, disruptive or irrelevant marketing messages.” * Responsys surveyed over 2,000 U.S. adults to find out how they feel about their relationships with brands. 34%
  7. 7. Mistakes to Avoid
  8. 8. What is a Buyer Persona?
  9. 9. “Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.” — Tony Zambito
  10. 10. Finding the data
  11. 11. Um...Hell NO!
  12. 12. Lesser Known Secrets
  13. 13. Fill form with Google+
  14. 14. Don’t neglect the qualitative data.
  15. 15. The Qualitative Data Customer Feedback Your most unhappy customers are your greatest source of learning. ~ Bill Gates
  16. 16. 1. Pre-Sales Inquiries 2. Customer Support 3. Customer Surveys 4. Product Team Other Qualitative Resources
  17. 17. You’ve got the data, Now What?
  18. 18. Build the Persona
  19. 19. 1. Blog Posts 2. Ebooks/Whitepapers/Guides 3. Webinars 4. Case Studies 5. Key Customers Organize and map your content
  20. 20. Easy Application
  21. 21. Email 2 (Events) Hi %%first_name%%, <name> with Formstack again. I just wanted to send over this great resource on using Formstack for event planning. This guide provides a great overview on how you can leverage your online forms to plan every aspect of your events from start to finish. Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack can meet your event planning needs, please let me know! We can chat over phone or email. Looking forward to hearing from you! Happy form building, -%%user_name%% %%user_html_signature%%
  22. 22. Email 2 (Surveys) Hi %%first_name%%, <name> with Formstack again. I just wanted to send over this great resource on using Formstack for surveys. The most difficult part about surveys often involves just getting people to fill them out. This blog post provides a great overview on how you can leverage your surveys in the best way possible to get the responses you need. Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack can meet your survey needs, please let me know! We can chat over phone or email. Looking forward to hearing from you! Happy form building, -%%user_name%% %%user_html_signature%%
  23. 23. Email 2 (Lead Generation) Hi %%first_name%%, <name> with Formstack again. I just wanted to send over this great resource on using Formstack for lead generation. This ebook provides some great tips on how to maximize your lead gen by creating and testing high-converting forms. Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack can meet your lead capture needs, please let me know! We can chat over phone or email. Looking forward to hearing from you! Happy form building, -%%user_name%% %%user_html_signature%%
  24. 24. Does it work?
  25. 25. Standard Personalized 1.8X
  26. 26. Personalized Web Experience
  27. 27. Real customers (proof)
  28. 28. Use form data to pull top integrations by industry
  29. 29. Case study (more proof) Custom forms
  30. 30. Form Solutions for Human Resources Management
  31. 31. In Conclusion 1. Creating buyer personas leads to better understanding 2. Use quantitative & qualitative data 3. Doesn’t have to be difficult to implement
  32. 32. Check the chat window for a chance to win a Formstack prize! Submit the form to be entered for a chance to win!
  33. 33. Questions?
  34. 34. Creating The Ultimate Buyer Experience with Better Data Chris Lucas VP of Partnerships

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