...or "How To Stalk a Prospect Without Being Creepy"! Prospective customers are less willing to fill out the almighty online form, meaning sales teams have fewer leads to nurture , and marketers have a harder time tracking their results. This presentation gives 25 concrete solutions to the problem of "form fatigue." It's a must-view for all digital marketers.
4. #SMX #21C2
@StacyWms
@BigDrumAgency
▪ Fewer leads for
sales to nurture
▪ Harder to track –
marketing gets less
credit
▪ No standing ovation
for marketing!
Why is “form fatigue” a problem?
5. #SMX #21C2
@StacyWms
@BigDrumAgency
▪ Find a way to entice people to fill out the
dang form already!
▪ Make it easier
▪ Use a third party
▪ Give them something of value
▪ Work around it
▪ Market to them and track them another way
How should marketers respond?
8. #SMX #21C2
@StacyWms
@BigDrumAgency
▪ 25% lift in conversions
(eBooks)
▪ 10% lift in conversions
(webinars)
▪ Lower cost per
conversion
▪ Increase in lead data
quality
AutoFill
Available with LinkedIn’s “Lead Accelerator”
service. Thanks to Catavolt.
13. #SMX #21C2
@StacyWms
@BigDrumAgency
▪ Short form on
landing page: 14%
conversion rate
▪ Button leading to
short form on
second page: 32%+
conversion rate
Interim step can help them commit
Thanks to JasonSwenk.com
21. #SMX #21C2
@StacyWms
@BigDrumAgency
▪ Valuable software available
free to developers if they’d
register
▪ No one registered
▪ Ungated software & offered
users a free $30 O’Reilly
book
▪ Conversions skyrocketed
Appeal to their self-interest (not business needs)
22. #SMX #21C2
@StacyWms
@BigDrumAgency
Answer their question – address their pain
Understand your various personas…
…and what they’re looking for at each stage of
the buyer’s journey. For God’s sake – give it to
them! They’ll fill out a form for something
valuable and relevant to their needs!
Images credit: HubSpot
23. #SMX #21C2
@StacyWms
@BigDrumAgency
Answer their question – address their pain
Understand your various personas…
…and what they’re looking for at each stage of
the buyer’s journey. For God’s sake – give it to
them! They’ll fill out a form for something
valuable and relevant to their needs!
Images credit: HubSpot
Seriously, people – don’t be lazy! It may be faster and easier to
implement some of the other approaches in this presentation, but
this is by far the most effective way to entice prospects to fill out a
form.
Providing unique content that solves your prospects’ challenges
also:
• Strengthens branding / credibility / thought leadership
• Builds a relationship with your target audience
• Gives them something to share – you could go viral
30. #SMX #21C2
@StacyWms
@BigDrumAgency
▪ Prospect visits
landing page but
doesn’t submit
form
▪ Dynamic content
block with CTA is
triggered to bring
them back to the
same landing
page
Form abandonment recovery campaign
Images credit: Transpose
(gotranspose.com).
33. #SMX #21C2
@StacyWms
@BigDrumAgency
▪ Visit BestBuy.com
on a Mac – get a
different experience
than if you’re using
a Dell
Implicit personalization (browser-based)
“Experience Marketing” can be done with Sitecore, Adobe & Transpose,
among others. Images & resources from Arke Systems (arke.com)
34. #SMX #21C2
@StacyWms
@BigDrumAgency
▪ Content changes
based on type of
content consumed
during last visit
▪ Or referral source
Implicit personalization (behavior-based)
“Experience Marketing” can be done with Sitecore, Adobe & Transpose,
among others. Images & resources from Arke Systems (arke.com)
37. #SMX #21C2
@StacyWms
@BigDrumAgency
▪ Stacy Sutton Williams
▪ CEO/Founder of Big Drum (fka Prominent Placement)
▪ stacy@bigdrum.io
▪ https://bigdrum.io
Thank you for listening!