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5QUESTIONSSmartFormsinAction"SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebT...
Forrester Infographic 2012Buyer Behavior Helps B2B Marketers Guide The Buyers Journey
Forrester Infographic 2012Buyer Behavior Helps B2B Marketers Guide The Buyers Journey“Today’s buyers aretwo-thirds to 90%o...
Marketo Research on the Impact ofRemoving Form Fields
ReachForceSmartFormsworkswithall leading "MARKETINGAUTOMATION
SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebTrends!503-222-2222!First Name...
DocumentedWins withSmartForms34% Increase in Landingpage conversions/leads(Marketo)Faster, more accurate salesrouting (all)
SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebTrends!503-222-2222!First Name...
SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebTrends!503-222-2222!First Name...
Over 100 clients to date. Great results:• Shorten your form = more leads• Accurate location = easier sales routing• Indust...
Isn’t that enough?Not for this guy.Justin GrayCEO & CMOLeadMDSmartForms Case Study : Intro
5QUESTIONSSmartFormsinAction"SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebT...
It’s not just aboutA shorter form.It’s about theQuestions you ask.And then whatyou say after.SmartForms Case Study : LeadM...
SmartForms Case Study : LeadMD• LeadMD and the market• Challenges• Solutions• ResultsJustin GrayCEO, LeadMD@myleadmd
SmartForms Case Study : LeadMD& Market• Marketo & Salesforce Consultancy– 750 Engagements– Retainer & One Time– Service & ...
SmartForms Case Study :Challenges• High Volume of Nurtured Leads• Leads have a high degree of residence ingeneral tracks• ...
SmartForms Case Study :Challenges
What to do?
The Solution• Bring BANT to the forefront– Fields eliminated:• State• Industry• Employee Count• Annual Revenue• Phone Numb...
The Solution (cont)• Reachforce SmartForms• Backend Append– Data.com– Sales & Marketing can append• User confirmed• Unexpe...
Live Form ExamplesProgressiveProfileformsDriven bystrategicquestions
Results of SmartForms• Persona based nurture in 15 weeks– Down from 40• Lead flow increased by 37%• Nurture program ROI up...
Unexpected Results• Form experience– Users giving positive feedback• Turned a concern into a benefit• Likely (editor: Defi...
There’s nothing quick about quality
“You Can’t HaveGood, Fast, Cheap” Or Can You
Thank You Email mfirme@reachforce.com for a copy ofpresentation Twitter @MaryFirme or @ReachForce Visit LeadMD Online: ...
5QUESTIONSSmartFormsinAction"SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebT...
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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 rreturns and added $1 million in new revenue in the first year for over 104X ROI.

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SiriusDecisions Summit 2013 Persona Nurture Case Study Presentation

  1. 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. 2. Forrester Infographic 2012Buyer Behavior Helps B2B Marketers Guide The Buyers Journey
  3. 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. 4. Marketo Research on the Impact ofRemoving Form Fields
  5. 5. ReachForceSmartFormsworkswithall leading "MARKETINGAUTOMATION
  6. 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. 7. DocumentedWins withSmartForms34% Increase in Landingpage conversions/leads(Marketo)Faster, more accurate salesrouting (all)
  8. 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. 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. 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. 11. Isn’t that enough?Not for this guy.Justin GrayCEO & CMOLeadMDSmartForms Case Study : Intro
  12. 12. 5QUESTIONSSmartFormsinAction"SUBMIT!First Name:!Last Name:!Email:!Company:!Phone:!Jennifer!Anderson!mvp@webtrends.com!WebTrends!503-222-2222!
  13. 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. 14. SmartForms Case Study : LeadMD• LeadMD and the market• Challenges• Solutions• ResultsJustin GrayCEO, LeadMD@myleadmd
  15. 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. 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. 17. SmartForms Case Study :Challenges
  18. 18. What to do?
  19. 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. 20. The Solution (cont)• Reachforce SmartForms• Backend Append– Data.com– Sales & Marketing can append• User confirmed• Unexpected positives
  21. 21. Live Form ExamplesProgressiveProfileformsDriven bystrategicquestions
  22. 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. 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. 24. There’s nothing quick about quality
  25. 25. “You Can’t HaveGood, Fast, Cheap” Or Can You
  26. 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. 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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