marketo user group: forms, forms, forms

45
Sophia Farina, Marketo Certified Consultant[email protected] David Selhime, Designer [email protected]

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The April Denver Marketo User Group presented by Revenue2 on the best practices of Forms 2.0

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Page 2: Marketo User Group:  Forms, Forms, Forms

● Best Practices● Forms 2.0 vs. Forms 1.0 (Original)● Demo 1: Increase Form Conversion

Rates with Progressive Profiling● Demo 2: Decrease Unsubscribe

Rates with Management Subscription / Preference Center

Forms, Forms, Forms

[email protected]

Page 3: Marketo User Group:  Forms, Forms, Forms

Forms - Best Practices

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Keep it Consistent

Who: Assigned team member What: Set of standard formsWhen: Campaign developmentWhere: Design Studio

[email protected]

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Real Uses for Forms:

Form Name Why Level of Detail Requested

Trade Show Form For registering leads for Trade Show meetings

Medium

Standard Form Any content sign up (Content Program)

Low

Standard Form Progressive

A progressive version Progressive

Roadshow Registration

Event sign ups require more detail in most cases.

High / Progressive

Webinar Registration

Quick form for online events

Low / Progressive

Newsletter Sign Up For a newsletter or blog email sign up.

Low

Subscription Managementaka Preferences

The enhanced and required email preferences form.

Special

Unsubscribe Marketo’s default Unsubscribe Form

Default, email.

Graph from Josh Hill

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Naming and Organizing

[email protected]

Page 7: Marketo User Group:  Forms, Forms, Forms

Follow a Naming Convention

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Page 8: Marketo User Group:  Forms, Forms, Forms

http://www.marketo.com/software/personalization/form-completion/

“MarketingExperiments found a 188% increase in lead generation by minimizing the number of fields in a

form.”

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Data Appending Services:

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Real-Time Personalization

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Forms 2.0 vs. Forms 1.0 (Original)

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Field Design and Logic Capabilities

Field Details Forms 2.0 Form 1.0 (Original)

Label with Rich Text

Additional Field Types with Validation Rules

Label & Field Width

Instructions

Hint Text

Default value

Is Required?

Visibility Rules

Form Pre-fill (field-level)

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Form Design and Logic Capabilities

Form Settings Forms 2.0 Form 1.0 (Original)

Themes

Language

Locale

Progressive Profile

Label Position

Font Family

Font Family - Google Fonts

If Known Visitor, Show: Form or Custom HTML

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Forms Design and Logic Capabilities

Form Settings Forms 2.0 Form 1.0 (Original)

Social form Fill*

Dynamic Follow-up Page

Responsive Design for Mobile screens

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*Community help article on which fields are retrieved by each Social Network: https://community.marketo.com/MarketoArticle?id=kA050000000L7y0CAC

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Demo 1

Demo 2

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Demo 1: Progressive Profiling

Features: Benefits:

New Field Type: Email Checks for bad email syntax.

New Form pre-fill (field level) Provides greater user control at the field level.

New Visibility Rule Provides greater user control to only display relevant fields by the visitor.

Hidden Field Allows you to pass tracking and campaign-specific information that is not visible to the web visitors.

New Form theme Increases user productivity by providing pre-built form themes.

Progressive Profiling Enables you to decrease the number of fields the visitor has to complete prior to submitting the form.

[email protected]

Page 16: Marketo User Group:  Forms, Forms, Forms

Go to fill out a form on a landing page for a webinar. The form asks for name, email, company name, and country. After country is selected, then state becomes a choice for selection. Lastly, phone number is needed. Then submit.

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After the form is submitted, the registration success landing page populates. The form information is stored in Marketo.

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Next Month, you go to sign up for another webinar. As you go to the registration form, all fields are already filled out besides Job Title.

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The progressive profiling way to ask for slightly more information every time. To keep customers active and...

INCREASING CONVERSIONS!

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Demo 2: Subscription Management / Preference Center

Features: Benefits:

New Fieldset Provides greater user control for improving design and usability.

New Preview Increases user productivity by providing quick access to preview changes as you build.

New Embed Code Provides user the ability to quickly copy the form embed code for the web team use.

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Increase Forms Conversions

Graphic by KISSMetrics

Avoid asking for too much information up front.

Ask yourself: What’s the minimum information required?

Then use Progressive Profiling to gather additional information overtime as people interact with your content.

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Decrease Unsubscribe Rates

[email protected]

Before After

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Form 2.0 - CONS :(

● Fields do not pre fill on non-Marketo landing pages. Like this idea in the Marketo Community(https://community.marketo.com/MarketoIdeaDetail?id=08750000000JbsVAAS)

● Embedding forms for responsive design, not so drag and drop

● Cannot track conversions when form is embedded in a landing page because Marketo will not “see” the form

[email protected]

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Form 2.0 - PROS :) ● Removes common JavaScript and CSS workarounds

○ Conditional Logic for follow-up landing pages○ Dynamically toggle visibility of a field based on field

choice.● Mask input for phone numbers● Progressive profiling made simple● WYSIWIG for label and field widths● Fieldsets made easy● Custom HTML for known leads● Multi-column forms● Placeholder text● Field hints● Fonts by Google● Easy embed code● Follow up page choices

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Questions….

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Thank You!

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Contact Us● Sophia Farina - [email protected]● Dave Selhime - [email protected]

Backup slides include:● Details about the new features● Resources & Acknowledgements

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Form Editor - Original View

[email protected]

Page 28: Marketo User Group:  Forms, Forms, Forms

Form Editor - 2.0 View

[email protected]

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Forms - 2.0 Overview •Give Your Forms the Visual Makeover They Deserve•Conditional Visibility and Follow-up page Logic•Easily Embed Forms on your own landing pages

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Form Fields – Rich Text Option

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Buttons with style –

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Page 32: Marketo User Group:  Forms, Forms, Forms

Form Themes – 7 to Choose From

Easily view theme CSS to manipulate the look and feel

Clicking on the gear icon brings up option to view theme CSS or add your own under custom CSS

[email protected]

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Form Layouts - Columns with Ease

[email protected]

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Conditional Visibility of Fields

[email protected]

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SettingsNew Features● Form Locale● Font Family● If known visitor,

show:● Social Form Fill● Advanced Follow up

Page Logic

[email protected]

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Social Sign On

[email protected]

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Enable leads to use social profiles

Uses profiles from Facebook,Twitter or LinkedIn.

[email protected]

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Follow Up Page Logic

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One Event, many channels...Auto Populating Source Data

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Hidden Fields and URL Parameters

Using URL Parameters eliminates multiple landing pages and adds the ability to use a Smart List to pull Leads from a program who match URL Parameter criteria.

http://go.yoursite.com/some-page/page-name.html

?PS=some-referrer&[email protected]

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Hidden Fields with URL Parameters

1. Select your field2. Field type = hidden 3. Click on the field to bring up the field dialog box

[email protected]

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1. Select your default value 2. Choose URL Parameter 3. Fill in the parameter with the appropriate source

[email protected]

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Additional Resources/CreditsBest Practices for form building and collecting datahttp://www.marketingrockstarguides.com/marketo-form-best-practices-1219/

Marketo’s Forms 2.0 releasehttps://community.marketo.com/MarketoArticle?id=kA050000000LH5jCAG

Set a form field to hiddenhttps://community.marketo.com/MarketoArticle?id=kA050000000LH7zCAG

URL Parametershttps://community.marketo.com/MarketoArticle?id=kA050000000LH7uCAG - url-parameter

Countries Listhttps://community.marketo.com/MarketoArticle?id=kA050000000LHlUCAW Higher Conversion. Richer Datahttp://www.marketo.com/software/personalization/form-completion/

[email protected]

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Additional Resources/CreditsJavascript solution for responsive formshttps://community.marketo.com/MarketoDiscussionDetail?id=90650000000PjXkAAK

Edward Unthank Responsive form solutionshttp://resources.yesler.com/responsive-marketo-landing-page-template.html

Embedding raw form code on pageshttps://community.marketo.com/MarketoDiscussionDetail?id=90650000000PmypAAC

Using the lightbox form approachhttps://community.marketo.com/MarketoDiscussionDetail?id=90650000000PlKsAAK

The Seven Deadly Sins of Landing Page Designhttp://www.slideshare.net/kissmetrics/the-7-deadly-sins-of-landing-page-design

Marketo Community Resources Images from The Noun Project Check Box by Hrag Chanchanian from The Noun Project, Statue by Joris Hoogendoorn from The Noun Project,Strength by Brennan Novak from The Noun Project,Glasses by Slava Strizh from The Noun Project, Signpost by Juan Pablo Bravo from The Noun Project, Column by les vieux garçons from The Noun ProjectBoxer by Sebastian Langer from The Noun ProjectMarketo User Guide by Josh Hill.

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