Prospects are increasingly unwilling to share their information in online forms. Not only does this mean fewer leads are generated, but it's also more difficult to identify which marketing method drove the conversion. What can you do to capture leads more effectively and track their source more appropriately?

1. #SMX #21C2
@StacyWms
@BigDrumAgency
How To Stalk A Prospect Without Being Creepy
Beyond Forms:
Advanced Strategies
For Capturing Leads

2. #SMX #21C2
@StacyWms
@BigDrumAgency
What’s the problem? FORM FATIGUE!

3. #SMX #21C2
@StacyWms
@BigDrumAgency
Why the reluctance to fill out forms?
We’ve gotten too
good at lead nurturing
& email marketing!
Users know they’ll be
bombarded.
More mobile users
– who wants to fill
out a form on a
tiny screen with a
tiny keyboard?

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?

6. #SMX #21C2
@StacyWms
@BigDrumAgency
Use all your marketing wiles and charm…
Entice Visitors To Fill Out The Form:
Make It Easier

7. #SMX #21C2
@StacyWms
@BigDrumAgency
Conversational & friendly
Image credits: Solo Horton
Brushes, Paymetric,
Medecision, Bizible

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.

9. #SMX #21C2
@StacyWms
@BigDrumAgency
Single Sign On (SSO)
Image credit: Zendesk

10. #SMX #21C2
@StacyWms
@BigDrumAgency
Progressive profiling
Images credit: Act-On

11. #SMX #21C2
@StacyWms
@BigDrumAgency
Unobtrusive pop-up with only one field
Image credit: GetDrip.com

12. #SMX #21C2
@StacyWms
@BigDrumAgency
Unobtrusive pop-up…in a video!

13. #SMX #21C2
@StacyWms
@BigDrumAgency
Pop-up as they show “exit intent”
Service by Reactful.com, as seen on Big Drum’s site

14. #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

15. #SMX #21C2
@StacyWms
@BigDrumAgency
Form analytics
Image source: Inspectlet.com

16. #SMX #21C2
@StacyWms
@BigDrumAgency
Use all your marketing wiles and charm…
Entice Visitors To Fill Out The Form:
Use A Third Party

17. #SMX #21C2
@StacyWms
@BigDrumAgency
They don’t trust you…but they trust them
Note: you may or may not be able to actually get the contact info from the third party

18. #SMX #21C2
@StacyWms
@BigDrumAgency
They’re more likely to engage on social

19. #SMX #21C2
@StacyWms
@BigDrumAgency
 Imagine instead:
 “Talk to one of our
mobile security
advisors”
 “Chat with a
compliance
consultant”
Not a third party…but not a sales rep
Not particularly enticing…

20. #SMX #21C2
@StacyWms
@BigDrumAgency
Use all your marketing wiles and charm…
Entice Visitors To Fill Out The Form:
Give Them Something Of Value

21. #SMX #21C2
@StacyWms
@BigDrumAgency
Tempt them with a taste

22. #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)

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

24. #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

25. #SMX #21C2
@StacyWms
@BigDrumAgency
There are other ways to skin a cat
(no cats were harmed in the making of this presentation)
Work Around It

26. #SMX #21C2
@StacyWms
@BigDrumAgency
Phone call tracking
Image credit: Marchex
But…if they’re not going to fill
out a form, they probably
aren’t going to call.

27. #SMX #21C2
@StacyWms
@BigDrumAgency
Event tracking (microconversions)
Source: Google Analytics

28. #SMX #21C2
@StacyWms
@BigDrumAgency
Path report (microconversions leading up to conversion)
Source: KISSmetrics

29. #SMX #21C2
@StacyWms
@BigDrumAgency
Remind me later

30. #SMX #21C2
@StacyWms
@BigDrumAgency
Ungate content, cookie, remarket
B2B remarketing ads on Facebook Remarketing
ads for our
clients –
note benefit-
oriented
CTAs

31. #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).

32. #SMX #21C2
@StacyWms
@BigDrumAgency
Build rapport with chat, then ask
Image credit: ContactAtOnce!

33. #SMX #21C2
@StacyWms
@BigDrumAgency
Some chat companies are trained to capture leads
Image credit:
LeadChat

34. #SMX #21C2
@StacyWms
@BigDrumAgency
Test your chat greeting too
Images source: Olark. Details: https://www.olark.com/using-olark/how-clever-greeters-increase-conversion-rates

35. #SMX #21C2
@StacyWms
@BigDrumAgency
Anonymous visitor tracking (reverse IP lookup)
Image credits: Visual Visitor, HubSpot

36. #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)

37. #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)

38. #SMX #21C2
@StacyWms
@BigDrumAgency
Implicit personalization (industry-based)
Images credit: Transpose (gotranspose.com). Their
preferred term is “persona-based marketing.”
Original
Personalized for Retailers

39. #SMX #21C2
@StacyWms
@BigDrumAgency
Don’t ignore form fatigue – wake ‘em up!

40. #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!

41. #SMX #21C2
@StacyWms
@BigDrumAgency
THANK YOU!
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Sept. 29th – Oct. 1st 2015