Where does one begin when the company grows and scaling marketing programs becomes a necessary task? Hear how Marketo Customer, Hortonworks, started at the top and worked their way down to scale inbound marketing programs.
22. SmartForms provides:
Industry
Revenue
Employee count
IP address
Address
SIC
NAICS
URL
… and 112+ !
Segmentation starts
immediately.
Personalization begins more
quickly and more targeted.
Lead-to-Opportunity is much
faster.
Gaining Insight Quickly
First form fill:
Name*
Email*
Company*
Role*
How did you hear
about us?
Second form fill:
Name*
Email*
Phone #*
What is your biggest
marketing challenge?
Marketing automation
platform
Third form fill:
Name*
Email*
How big is your
database?
Fourth form fill:
Name*
Email*
Subscribe to our
newsletter?
26. Can I use this on any form?
• Yes, SmartForms can be configured to work on any online lead form.
Will this interfere with progressive profiling?
• No, SmartForms works alongside progressive profiling fields.
How much does this cost?
• SmartForms is subscription-based and starts at only $6,000 annually (for 2,500 registrations / yr.).
How long does this take to set up?
• SmartForms takes as little as 1 day to configure.
How to set it up/ implementation?
• The ReachForce Customer Success Team configures your SmartForms code and walks you through how to
insert it into your landing page and lead form.
FAQs
33. Marketo + ReachForce
Get More of the Right Leads to the Right Sales Reps
Engage site
visitors with
personalized
content
Pull visitors
back with
personalized
retargeting ads
Shorten the
sales cycle by
capturing data
immediately
Enrich lead
data for better
routing, scoring
& nurturing
Real-Time Personalization SmartForms
34. Marketo
• Website: Visit us at marketo.com
• E-book: 10 Steps to a Successful Web Personalization Strategy
• Demo: Join a Live Demo
ReachForce
• Website: Visit us at reachforce.com
• Data Analysis: Get a Free Data Analysis and Diagnostic
• Demo: Request a Live Demo of SmartForms
Additional Resources
When you ask B2B marketers about their top objectives, it’s hard to find research that doesn’t include generating leads.
In this survey of senior B2B marketers from large and small companies, the 3 priorities that came in above lead gen are Increase in Revenue, Increase in Customers Acquired and Increase in Sales
But, it’s hard to accomplish any of those goals without having a reliable flow of quality leads going to your sales reps
When you ask marketers what channels are effective for accomplishing your goals, the top answer is overwhelmingly your website
This makes sense bc the website is primary channel most of us use to capture leads and continue engaging with them over time
Most of the other channels like email, search, social and so on are designed to drive traffic to where? To your website
But what happens when they get there?....
Many of us are showing everyone the same content, regardless of who they are and what they need
And asking them fill out these lengthy forms to get what they came there for in the first place.
So it’s not surprising that average conversion rates for B2B websites are ONLY between 2-5%.
And we tend to accept those averages and invest more and more of our budget in driving traffic to our website
Most of which will slip through our fingers without converting.
In today’s webinar, we’re going to show you how your can boost conversions rates and scale your inbound lead flow to satisfy the needs of your sales organization
We’re going to talk about using data to create a more personalized and efficient website experience, and how to improve your ability to route quality leads to the right sales reps.
With that, I’ll pass it over to Leah Grosky at Hortonworks to give you a real world example of how to do this.
Add stats
Include screenshot of web personalization
Update with new cover from visual brand deck.
Again, I want to introduce myself. I am Emily Thornhill and I am the Marketing Automation Manager at ReachForce. Like Leah, we use Marketo as our marketing automation platform, as well as Marketo RTP and, of course, we use SmartForms on our landing pages.
Leah did a great job explaining the benefits of SmartForms and how to use the data alongside RTP. I’m going to take the next few minutes to dig in to exactly what SmartForms is and how it works.
SmartForms is a data enrichment tool for B2B marketers that sits on top of your existing lead forms and appends data in real-time.
SmartForms was created to bridge the gap between user-friendly lead forms that are optimized for conversion (meaning: short, non-invasive, inbound-friendly forms) … and the need to capture the rich data required by your marketing and sales teams to enable routing, scoring, targeting, and segmentation.
How does it work?
SmartForms sits on top of any existing form in marketing automation platforms or other lead form software. Here I show an example using Hortonworks’ Contact us page created in Marketo.
When I enter my company name in the form, SmartForms is working in real-time, behind-the-scenes to gather firmographic and demographic information for my company.
…after hitting submit, you can see SmartForms is now requesting that I verify which company I am referring to. This feature improves accuracy of the match between the company and the information it provides. And even if they choose “None of the above,” SmartForms chooses for them.
This window is fully customizable, including the number of companies suggested, as well as the algorithm of how SmartForms determines which company selections to suggest and/or choose.
Once submitted, SmartForms appends all the company information and sends it to your marketing automation platform.
Here you see an illustration of the type of information you’ll get. On the left is the optimized and user-friendly form with a handful of fields. On the right is what SmartForms is pushing into your marketing automation platform alongside the manually entered info.
I will point out that this is only a sampling of the information as there are over 120 data points available for appending, including data such as installed technology (for example, are they using Marketo on their site?) or all of the corporate hierarchy information. Again, SmartForms is completely configurable so you can consume as much or as little of this information required for your specific business needs.
As Leah mentioned, one of the cool features of SmartForms’ structured data is that it provides company information for domestic offices and/or for the global parent company. This is extremely helpful when it comes to segmentation, account-based marketing, and identifying the possibility of a much larger opportunity available.
Here’s another visualization of how it works and how it worked for Leah. You can see how SmartForms captured the necessary and accurate data more quickly on the first form fill, which:
Allowed her to route and push qualified leads to her sales team faster;
Allowed her to continue personalization more efficiently for these known leads
And, therefore:
Shortened the length of the buyer’s journey through the marketing funnel
And closed the loop on lead-to-opportunity, which helps prove the direct ROI of marketing programs.
Capturing this firmographic and demographic data on the first form fill allows you to use progressive profiling to capture other marketing data such as BANT information.
Additionally, SmartForms is not just for lead routing. There are many benefits for having enriched marketing data. This chart represents the many reasons why our customers are adopting SmartForms. Most of them are not just adopting for one reason – but multiple.
The top 3 reasons are:
To improve the quality of lead routing and speed the handoff to sales,
To capture the data required for lead scoring
and to be able to better segment and target leads through the funnel.
Our customers have seen up to 40% increase in sales pipeline and 34% increased conversion rates.
In summary, it all boils down to having complete, accurate and timely data to fuel each piece of your marketing program. SmartForms allows you to capture this data at the first step your customer’s journey through the marketing funnel.
As I said before, SmartForms works on any web form, doesn’t interfere with any other features inside the form and takes as little as 1 day to set up.
Please visit the ReachForce website to learn more and I encourage you to sign up for a live, personalized demo of SmartForms.
Now I’ll pass the baton back to Brian to talk more about RTP.
Seeded Q: Where does the data come from?
A: The data is structured, which means its
Update with new cover from visual brand deck.
People come to your website with different needs
They come from different industries, different roles and are in different stages of the buying process
So why show the same content to EVERYONE?
And why show someone the same content visit after visit?
Web personalization allows you to create compelling web experiences for EACH individual visitor.
This causes them to stay on your site longer, visit more pages, and ultimately be more likely to convert
Leah talked about personalizing by location and vertical… we also can personalize by....
Marketo RTP + Reachforce SmartForms together helps you get more of the right leads to the right sales reps to increase sales and shorten sales cycles.