webinar beyond contact us - leveraing the next generation of lead capture forms

BEYOND CONTACT US – LEVERAGING THE NEXT GENERATION OF FORMS FOR LEAD CAPTURE

Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSIONSession Audio Starts at 2PM EST

What we’ll cover today

• The role of the website in lead capture• Forms 1.0 – “Contact Us” – Limitations and challenges• Email to landing page – the struggle to create forms on the fly• Lead Capture 2.0 – The next generation of web forms• Landing pages, website forms, lead profile, subscriptions and more• Social Landing pages…Lead Capture 3.0????• Building trigger-based nurture campaigns from forms data

About SalesFUSION

• SaaS Marketing Application• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA• Provide all b2b marketing functionality in a single app• Focus on integrating Marketing and Sales (CRM)• Only solution built on a CRM database• Extensive global partner network• 110 New clients in 2010• Unique Client Services model• Game-changing pricing structure• 99% retention rate• 90% of all new features added in 2010 – customer requests

The Role of the corporate website in your marketing mix

• Center of your marketing universe• All channels lead to it• Social• PPC• Online ads• Email • SEO• All prospective buyers end up on it at some point• We spend a ridiculous amount of time and money getting people to our site…and have no idea what to do with them when they get there!

The Role of the website in your marketing mix

Base: 249 B2B marketers at companies with 50 or more employees

(multiple responses accepted, does not include “other”)

Where do leads originate from?

How is your website performing?

What does Bounce Rate mean? Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality - a high bounce rate generally indicates that site entrance pages aren't relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert. You can minimize bounce rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.

To view the bounce rates for your website, go to the Bounce Rate report under Visitors > Visitor Trending > Bounce Rate.

Check your analytics/reportsHigh bounce rates are indicative of content issues on your site and/or a lack of good lead capture.

High bounce rates may also be derived from PPC Advertising that sends direct traffic to your site via an advertisement.

Share | Learn | Save

Forms 1.0 – The CMS-based form

CMS

Text-Email to Marketing

Website

Contact Us

CRM

Manually Load to CRM System


Limitations and challenges

• Tied to the CMS • Difficult and time consuming to create• Lack of automation and workflow• Lack of flexibility in questions• Rely on web development team to create, modify• No reporting • No lead routing or alerting


Forms 1.5 – Web to lead – the CRM-based form

Workflow to alert salesTask assignment

Website

Web to lead

CRM

CRM – generates field to field lead capture forms – questions only


Limitations and challenges – CRM base forms

• Tied to the CRM• Easier to create but still not WYSIWG-like• Inflexible – very basic• Design options don’t exist• Automation = knowledge and mastery of CRM

workflow• Not viable tools for landing pages


Feeling a little helpless? You’re not alone!

“Hello, this is the webmaster, the landing page you needed for that campaign is done….”

My email is done…I Just need a call to action!!!!!!

“Your landing pages is done…that’ll be $$$$$$$


Forms 2.0 – The digital dialog form

• Bi-directional flow of data between marketing and CRM

• Auto-assign leads to sales

• Trigger follow up campaigns

• Apply rules and logic• Create LP’s for each

channel/campaign

Website Marketing Automation

Online Ads

Social

Email Campaigns

CRM


Landing Pages and Lead Capture – 2.0

Characteristics

• Easy to create – same design skills as email marketing tools• Flexible – create on the fly, change on the fly• Create as many as you like – as often as you like• Integrated – part of the marketing app • Use in website or outside – as stand alone landing page• Encoded – page visitors are tagged, cookied and tracked • Advanced workflow – auto assign, route leads based on form

entries• Advanced functions such as Tracking URL’s, Multi-branched

pages, social publishing, reporting, lead alerts…..etc.


A note on “Resource Centers”

• Clearinghouse for call-to-action

• Ongoing destination for campaigns, search, ppc and more

• Drive increases in SEO due to update frequency

• Keep them coming back• If you don’t have one….start

building one• The most important thing

you can have on your site• All roads lead to it


Practical use of lead capture

An advanced website-based form with logic and lead profiling

Bottom of form

• Embedded form on site• Multi-use• Lead profile – allows for

enrollment in segments based on “I AM”

• Tied to trigger-based email campaigns – personalized based on profile

• Opt-in for various types of regular email marketing communications

• Highly automated on the back end – uses response data to enroll in branched triggers


Practical Application of website forms – Cont’d

Forms-driven triggersMarketing Asset Auto-Responder

• Capture email/contact• Send asset via email• Trigger email

Link to PDF Click to see demo Click to view other resources


Practical Application of website forms – Cont’d

Marketing Asset Auto-Responder with Branched Logic

• Capture email/contact• Mutiple choice question• Answer triggers a 3-step campaign

Email 1 – 0 Trigger days Email 2 – 5 Trigger days Email 3 – 14 Trigger days



Landing Page for online Advertising

• Clear call to action• Text heavy – but still easy to

grasp the nature of the form• Highly optimized for PPC

keyword• Self profiling – will help with

lead qualification



Landing Page for online AdvertisingThink beyond GoogleFacebook, LinkedIn and Twitter…

• Explore new channels• Similar rules of the road to PPC• More demographic targeting

than PPC • LinkedIn group targeting – this

is an awesome feature• Tailor your pages to the “vibe”

of the outlet – LinkedIn – more traditional – Facebook – more “social”

Remember - Basic rules of good landing page design

• Simplicity – don’t clutter with flash, images….etc• Exact keyword match in header• Reinforce in header and text why they’re there• Survey/form – above the fold and no additional clicks to get to it• Remove or understate extraneous links (that’s for the “thank you page”)• Only ask for what you need• One to One relationship between pages/ads• Offer should be specific and compelling “Download the white paper”“Register for webinar”“See a product demo”


Facebook Landing Pages

In February 2011, Facebook announced FBML, which is Facebook’s version ofHTML, is going away and custom content can now be presented directly from almost any web server via an iFrame. • Allows for the creation and posting of custom

landing pages within the FB framework• Allows for page tracking (like website visitor

tracking)• Should be treated as a hybrid landing page,

microsite, brand image all in one• Can be changed frequently• Can drive users to specific call-to-action• Early-stage but will grow exponentially• Combined with FB ads (similar to PPC), changes

the game of online ads• Still in gestation-stage for practical use for B2B


Workflows for post-form completion campaigns AKA nurturing

• Trigger Campaign – Website – White Paper

Website – White Paper A

Email 1 – Send white paper link

Email 2 – 7-trigger days – Offer webinar video

Email 3– 14 -trigger days – Offer – product brochure

Offer /Form Demo/Sales

Meeting


Meeting


Meeting


The next generation of lead capture forms are

• Integrated into drip, trigger and nurture campaigns• Extensible beyond the static website-based forms• Dynamic in how they profile and route leads to sales and/or

campaigns• Easy to create by marketers – not technical skills required• Flexible – to be integrated into lead to sales processes

Let’s make one


Questions?

• Schedule a demonstration of SalesFUSION • Learn more www.salesfusion.com

Core Features• Enterprise b2b marketing – an integrated platform• Advanced email marketing• Lead scoring• CRM integration – Salesforce, Dynamics, Sugar, Saleslogix…• Web visitor tracking• Dialogs, forms, landing pages• Social media marketing• Event management

http://www.salesfusion.com/

webinar beyond contact us - leveraing the next generation of lead capture forms

Documents

website forms

generation of forms

bounce rate report

lead capturepresented

lead profile

challenges crm base

generation of web forms

lack of good lead capture