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

1. Creating The Ultimate Buyer
Experience with Better Data
Ashley Walsh
Director of Marketing
Tuesday, April 26, 2016
1pm EDT / 12pm CDT / 11am PDT

5. 1. Why you need personalization
2. Mistakes to avoid
3. Tips & Tools to build your strategy
4. How to get started

6. The Why

7. 1. Increases conversions
2. Builds credibility.
3. Builds a deeper connection with your buyer.

8. 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.

9. 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%

11. Mistakes to Avoid

16. What is a Buyer Persona?

17. “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

20. Finding the data

23. Um...Hell NO!

25. Lesser Known Secrets

30. Fill form with Google+

33. Don’t neglect the qualitative data.

34. The Qualitative Data
Customer Feedback
Your most unhappy customers
are your greatest source of
learning. ~ Bill Gates

35. 1. Pre-Sales Inquiries
2. Customer Support
3. Customer Surveys
4. Product Team
Other Qualitative Resources

36. You’ve got the data, Now What?

37. Build the Persona

38. 1. Blog Posts
2. Ebooks/Whitepapers/Guides
3. Webinars
4. Case Studies
5. Key Customers
Organize and map your content

40. Easy Application

42. 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%%

43. 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%%

44. 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%%

45. Does it work?

46. Standard Personalized
1.8X

47. Personalized Web Experience

50. Real customers
(proof)

51. Use form data to pull top integrations by industry

52. Case study (more proof)
Custom
forms

53. Form Solutions for
Human Resources Management

54. In Conclusion
1. Creating buyer personas leads to better understanding
2. Use quantitative & qualitative data
3. Doesn’t have to be difficult to implement

55. Check the chat window for a
chance to win a Formstack prize!
Submit the form to be entered for a chance to win!

56. Questions?

57. Creating The Ultimate Buyer
Experience with Better Data
Chris Lucas
VP of Partnerships