...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
âȘ Fewer leads for
sales to nurture
âȘ Harder to track â
marketing gets less
credit
âȘ No standing ovation
for marketing!
Why is âform fatigueâ a problem?
5. #SMX #21C2
@StacyWms
@BigDrumAgency
âȘ Find a way to entice people to fill out the
dang form already!
âȘ Make it easier
âȘ Use a third party
âȘ Give them something of value
âȘ Work around it
âȘ Market to them and track them another way
How should marketers respond?
8. #SMX #21C2
@StacyWms
@BigDrumAgency
âȘ 25% lift in conversions
(eBooks)
âȘ 10% lift in conversions
(webinars)
âȘ Lower cost per
conversion
âȘ Increase in lead data
quality
AutoFill
Available with LinkedInâs âLead Acceleratorâ
service. Thanks to Catavolt.
13. #SMX #21C2
@StacyWms
@BigDrumAgency
âȘ Short form on
landing page: 14%
conversion rate
âȘ Button leading to
short form on
second page: 32%+
conversion rate
Interim step can help them commit
Thanks to JasonSwenk.com
18. #SMX #21C2
@StacyWms
@BigDrumAgency
âȘ Imagine instead:
âȘ âTalk to one of our
mobile security
advisorsâ
âȘ âChat with a
compliance
consultantâ
Not a third partyâŠbut not a sales rep
21. #SMX #21C2
@StacyWms
@BigDrumAgency
âȘ Valuable software available
free to developers if theyâd
register
âȘ No one registered
âȘ Ungated software & offered
users a free $30 OâReilly
book
âȘ Conversions skyrocketed
Appeal to their self-interest (not business needs)
22. #SMX #21C2
@StacyWms
@BigDrumAgency
Answer their question â address their pain
Understand your various personasâŠ
âŠand what theyâre looking for at each stage of
the buyerâs journey. For Godâs sake â give it to
them! Theyâll fill out a form for something
valuable and relevant to their needs!
Images credit: HubSpot
23. #SMX #21C2
@StacyWms
@BigDrumAgency
Answer their question â address their pain
Understand your various personasâŠ
âŠand what theyâre looking for at each stage of
the buyerâs journey. For Godâs sake â give it to
them! Theyâll fill out a form for something
valuable and relevant to their needs!
Images credit: HubSpot
Seriously, people â donât 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 prospectsâ challenges
also:
âą Strengthens branding / credibility / thought leadership
âą Builds a relationship with your target audience
âą Gives them something to share â you could go viral
30. #SMX #21C2
@StacyWms
@BigDrumAgency
âȘ Prospect visits
landing page but
doesnât submit
form
âȘ 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
âȘ Visit BestBuy.com
on a Mac â get a
different experience
than if youâre using
a Dell
Implicit personalization (browser-based)
âExperience Marketingâ can be done with Sitecore, Adobe & Transpose,
among others. Images & resources from Arke Systems (arke.com)
34. #SMX #21C2
@StacyWms
@BigDrumAgency
âȘ Content changes
based on type of
content consumed
during last visit
âȘ Or referral source
Implicit personalization (behavior-based)
âExperience Marketingâ can be done with Sitecore, Adobe & Transpose,
among others. Images & resources from Arke Systems (arke.com)
37. #SMX #21C2
@StacyWms
@BigDrumAgency
âȘ Stacy Sutton Williams
âȘ CEO/Founder of Big Drum (fka Prominent Placement)
âȘ stacy@bigdrum.io
âȘ https://bigdrum.io
Thank you for listening!