the state of lead capture in 2016

The State of Lead Capture in 2016

A WEBINAR BY

AND

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

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@formstack #CollectLeads Join the conversation on Twitter!

This webinar is being recorded and will be emailed to registrants.

John Lee

Managing Partner

@John_A_Lee

Lindsay Johnson

Demand Generation Team Lead

@lindsanityJ

#collectleads @John_A_Lee @lindsanityj

Clix Marketing Formstack


The purpose of this report


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


Top 3 lead capture problems to solve in 2016


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.


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


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


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


Where are marketers struggling?


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


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.


Key takeaways


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


How to solve the ROI problem


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


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


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


Be patient

• Accumulating enough data to understand your users will take time

• You won’t get your attribution modeling correct on the first try


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


Don’t sacrifice quality for quantity


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


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


Focus on areas that are giving you the best leads However, the biggest driver of quality leads were website traffic, referrals, and email marketing


Formstack Forms for lead capture

• Conditional logic

• Lead attribution

• CRM Integration (open API)


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


John Lee, Managing Partner, Clix Marketing


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


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


What hasn’t changed?


The 3 T’s of B2B

1. Tracking

2. Tools

3. Testing

What hasn’t changed in the world of B2B advertising?


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?


Tools

• Ad platforms

• Social platforms

• Landing pages

• CRM

• Email marketing

• Analytics

• Call tracking


Testing

• Ads

• Landing pages

• Content

• Forms

• Email

What’s working? What’s not?Rinse and repeat


What’s new?


What’s new? Lead generating ad formats

Lead ads

• Facebook ads

Lead generation card

• Twitter ads

Gmail sponsored promotions

• Google Adwords


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


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


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


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


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”


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


What should we focus on in 2016?


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


Attribution is more than a dirty word


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


formstack.com/attribution

http://formstack.com/attribution


Questions?