Formstack surveyed over 200 digital marketing professionals to discover the challenges and trends marketers will encounter in the new year. Together with John Lee of Clix Marketing, we'll share our findings and walk through a few lead generation best practices to implement in 2016. In this webinar, you will learn: 1 - Why more than 45% of marketers can't tie spend to specific touchpoints 2 - What mediums and methods marketers rely on for lead capture 3 - The top lead generation problems to solve in 2016 4 - Recommendations for moving the needle on your marketing strategies

1. The State of Lead
Capture in 2016
A WEBINAR BY
AND

2. 2
Flexible online form building platform. Quickly
capture responses with branded web forms.

3. 3
@formstack #CollectLeads
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This webinar is being recorded and will be
emailed to registrants.

4. John Lee
Managing Partner
@John_A_Lee
Lindsay Johnson
Demand Generation Team Lead
@lindsanityJ
#collectleads @John_A_Lee @lindsanityj
Clix Marketing Formstack

5. #collectleads @John_A_Lee @lindsanityj
The purpose of this
report

6. #collectleads @John_A_Lee @lindsanityj
Gain new insights on the state
of lead capture in 2016
• Surveyed 200 Small and midsize US
businesses
• Created the report with actionable insights
and marketing strategies

7. #collectleads @John_A_Lee @lindsanityj
Top 3 lead capture
problems to solve in 2016

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Turning more website visitors into sales was a top
three priority for 42% of marketers...
...Yet new sales ranked fifth as a key metric they track
regularly.

9. #collectleads @John_A_Lee @lindsanityj
Key performance indicators aren’t
aligning with goals
• Ex: Sales conversation as KPI but still relying
strictly on “vanity” metrics
• Website traffic, new visits - indicate interest but
not actual purchases
30% of respondents

10. #collectleads @John_A_Lee @lindsanityj
Misaligned and cluttered reporting on
lead capture
Marketers are using multiple apps for tracking leads
• Social media
• Ad platforms
• Email marketing software
•CRM
38% identify this as top reason
for inaccurate reporting

11. #collectleads @John_A_Lee @lindsanityj
A lack of information is making it
difficult to prove lead quality
• Ex: Marketers want to track leads down the entire
funnel, but their current tools fall short
• Identifying channels that yield best quality leads
becomes difficult
20% of respondents say they
don't have access to good lead
source data

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Where are marketers
struggling?

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We asked marketers to tell us what’s preventing them from
proving ROI on their marketing campaigns

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78% percent of marketers surveyed said they
rely on Google AdWords and social media
advertising to get their messages out...
...But when it comes time to prove their return
on investment (ROI) on those paid campaigns,
34% said they don't know where to start.
Another 30% said they struggle to align
various marketing channels in reports.

15. #collectleads @John_A_Lee @lindsanityj
Key takeaways

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Identify and address gaps in reporting
• The abundance of reporting systems available
today appears to be overwhelming for many
marketers to know where to start
• As a result, misaligned channels and cluttered
reporting are making it difficult to see actual returns
on investment

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How to solve the
ROI problem

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Analyze your sales process and
understand it well
• Don’t just focus on leads, focus on what
happens after the lead is generated
• Be sure to understand what happens in your
CRM - track leads all the way down the funnel
Engage
Close
Attract
Capture
Nurture

19. #collectleads @John_A_Lee @lindsanityj
Create an attribution model
• Look at multiple touch points in your
marketing funnel
• Leads take multiple steps to becoming a
customer
• Each step should be analyzed to figure out
what works

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Three 3 models for multi-touch attribution
• Linear: All touches treated the same
• Time Decay: Only most recent touches are given credit
• Position Based: Interactions given different amounts of credit
depending on when they occurred

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Be patient
• Accumulating enough data to understand your users will take time
• You won’t get your attribution modeling correct on the first try

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Know and maintain the data
• Consider value of last-click attribution
• Consider value of view-through conversions
• Define the rules of your attribution based on
your KPIs

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Don’t sacrifice
quality for quantity

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Bad leads are not going to do you any favors
•Avoid by using tools and tactics to ensure that only the most
qualified leads are moving down the sales funnel
• Ex: Use conditional logic on your forms

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Focus on areas that
are giving you the
best leads
Marketers listed website
traffic, email marketing and
PPC for giving them the
highest volume of leads

26. #collectleads @John_A_Lee @lindsanityj
Focus on areas that
are giving you the
best leads
However, the biggest driver of
quality leads were website
traffic, referrals, and email
marketing

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Formstack Forms for lead capture
• Conditional logic
• Lead attribution
• CRM Integration (open API)

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Look out for the full “State of Lead Capture” report
in your inbox
• Deeper insights into most profitable lead gen channels
• How social media advertising performance differs across sectors
• The top goals for marketers in 2016

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John Lee, Managing Partner,
Clix Marketing

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Managing Partner - Clix Marketing
Digital Advertising Geek
Emphasis on “Geek”
Writer:
Search Engine Watch, ClickZ, Clix Marketing Blog,
The SEM Post, Acquiso Blog, PPC Hero
Speaker:
SMX, SMX Social, SES/ ClickZ Live, HeroConf, State of Search,
Acquiso User Summit, Bing Ads Connect

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Digital advertising is my job. B2B advertising is my passion.

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What hasn’t changed?

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The 3 T’s of B2B
1. Tracking
2. Tools
3. Testing
What hasn’t changed in the world of B2B advertising?

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Tracking
Source tracking
• UTM tags
• Auto tags (gclid)
• Custom tags
Carry data from lead-to-close
• Are all tools & platforms communicating at each step in the
sales funnel?
• Can you clearly report what marketing and advertising
activities resulted in a sale?
Data clarity & segmentation
• Does your tagging make sense?
• Is your tagging segmentation actionable?

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Tools
• Ad platforms
• Social platforms
• Landing pages
• CRM
• Email marketing
• Analytics
• Call tracking

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Testing
• Ads
• Landing pages
• Content
• Forms
• Email
What’s working? What’s not?
Rinse and repeat

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What’s new?

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What’s new?
Lead generating ad formats
Lead ads
• Facebook ads
Lead generation card
• Twitter ads
Gmail sponsored promotions
• Google Adwords

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Facebook lead ads
Users submit their information without ever leaving the Facebook newsfeed

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Twitter lead generation card
Twitter users submit their name, email address and Twitter handle without ever leaving their feed

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Gmail Sponsored Promotions
There are multiple formats, but a custom HTML ad format is available that opens up a world of lead
generation opportunities

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Call tracking has matured…mostly
Call extensions and call-only ads
• Google AdWords & Bing ads both continue to develop new features and
expand how call extensions appear in search engine results
Call tracking providers and integrations
• Call tracking providers now directly sync with many analytics, advertising,
CRM and marketing automation platforms.
Process isn’t perfect
• There are still gaps in integrating with social platforms and marrying call
data with advertising dollars and/or traffic data

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B2B targeting is like… frickin’ laser beams
Custom & lookalike audiences
• Facebook Ads, Twitter Ads, Google AdWords (customer match), programmatic
display etc.
• Create parody with Lead nurture Campaigns
• Find new targets that match your existing customers
Facebook ads upped their game
• They out - LinkedIn - LinkedIn with super-focused targeting for industries,
companies, job types, job titles and more. Plus they have more volume
Social targets for audience; retargeting for the conversion
• Look no further than the strategies coming out of aimClear with “psychographic
targeting”

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Pre qualifying before the click
Video
• Video as a channel, video in ad units, video is powerful and effective
Big bold images
• Social profiles, social ads, Gmail sponsored promotions and many
display ad units are a big, visual opportunity to pre-qualify potential
leads
Ads that engage
• Facebook carousel ads, Google Display Network Lightbox ads and
other ad types provide a format for telling a story and engaging with
an individual before they click through to your landing pages

45. #collectleads @John_A_Lee @lindsanityj
What should we
focus on in 2016?

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Rethink common “truths”
• Social doesn’t generate quality leads
• Mobile doesn’t convert for B2B
• Video isn’t important
• Paying for brand search traffic is a waste of money
• Our marketing personas are set in stone
• Attribution in the sales funnel is impossible

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Attribution is more
than a dirty word

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B2B Attribution in 2016
It’s hard, but it is getting easier
Tech companies are making advances in many facets of attribution
• Formstack Attribution
• AdStage (their 1-platform announcement)
• Bizible
Consider the entire B2B buying cycle
• If you aren’t already, the time is now to plug into attribution tools to instill trust
that your marketing and advertising efforts are generating sales and positive ROI

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formstack.com/attribution

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Questions?