SiriusDecisions Summit 2013 Persona Nurture Case Study Presentation
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Persona based nurture drives leads to revenue 300% faster for LeadMD. Learn how adding ReachForce SmartForms to append data at the point of acquisition increased on landing page conversions, program rreturns and added $1 million in new revenue in the first year for over 104X ROI.
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SiriusDecisions Summit 2013 Persona Nurture Case Study Presentation
- 1. 5QUESTIONSSmartFormsinAction" SUBMIT! First Name:! Last Name:! Email:! Company:! Phone:! Jennifer! Anderson! mvp@webtrends.com! WebTrends! 503-222-2222! Mary Firme ReachForce Justin Gray CEO, LeadMD @myleadmd
- 2. Forrester Infographic 2012 Buyer Behavior Helps B2B Marketers Guide The Buyer's Journey
- 3. Forrester Infographic 2012 Buyer Behavior Helps B2B Marketers Guide The Buyer's Journey “Today’s buyers are two-thirds to 90% of the way through their purchase journey before they reach out to the vendor.” - Lori Wizdo, Forrester
- 4. Marketo Research on the Impact of Removing Form Fields
- 6. SUBMIT! First Name:! Last Name:! Email:! Company:! Phone:! Jennifer! Anderson! mvp@webtrends.com! WebTrends! 503-222-2222! First Name Jennifer State Code OR Last Name Anderson Country Code US Email mvp@webtrend s.com Employee Count 325 Company Webtrends Inc. Employee Location Count 23 Phone 503-294-7025 Annual Revenue $42,200,000 Address 1 851 SW 6th Ave SIC 7372 Address 2 Ste 600 SIC Industry Name Prepackaged Software City Portland NAICS 511210 State Oregon NAICS Sector Name Software Publishers Country USA Company URL www.webtrends. com Postal Code 97204-1343 Subsidiary SUB Trade Style Name Confidence Level user 5QUESTIONSSmartFormsin Action"
- 7. Documented Wins with SmartForms 34% Increase in Landing page conversions/leads (Marketo) Faster, more accurate sales routing (all)
- 8. SUBMIT! First Name:! Last Name:! Email:! Company:! Phone:! Jennifer! Anderson! mvp@webtrends.com! WebTrends! 503-222-2222! First Name Jennifer State Code OR Last Name Anderson Country Code US Email mvp@webtrend s.com Employee Count 325 Company Webtrends Inc. Employee Location Count 23 Phone 503-294-7025 Annual Revenue $42,200,000 Address 1 851 SW 6th Ave SIC 7372 Address 2 Ste 600 SIC Industry Name Prepackaged Software City Portland NAICS 511210 State Oregon NAICS Sector Name Software Publishers Country USA Company URL www.webtrends. com Postal Code 97204-1343 Subsidiary SUB Trade Style Name Confidence Level user 5QUESTIONSSmartFormsin Action" Webtrends increased speed to complete progressive profiles 19X with SmartForms – qualifying in just 1 day -- down from 20 days. Post SmartForms, Webtre nds grew sales pipeline 40% per quarter, each quarter, a massive business impact for the company.
- 9. SUBMIT! First Name:! Last Name:! Email:! Company:! Phone:! Jennifer! Anderson! mvp@webtrends.com! WebTrends! 503-222-2222! First Name Jennifer State Code OR Last Name Anderson Country Code US Email mvp@webtrend s.com Employee Count 325 Company Webtrends Inc. Employee Location Count 23 Phone 503-294-7025 Annual Revenue $42,200,000 Address 1 851 SW 6th Ave SIC 7372 Address 2 Ste 600 SIC Industry Name Prepackaged Software City Portland NAICS 511210 State Oregon NAICS Sector Name Software Publishers Country USA Company URL www.webtrends. com Postal Code 97204-1343 Subsidiary SUB Trade Style Name Confidence Level user 5QUESTIONSSmartFormsin Action" Webtrends increased speed to complete progressive profiles 19X with SmartForms – getting full qualification in just 1 day (down from 20 days). As a results, Webtrends grew sales pipeline 40% per quarter post SmartForms, a massive business impact for the company.
- 10. Over 100 clients to date. Great results: • Shorten your form = more leads • Accurate location = easier sales routing • Industry meta data = tailored nurture • Faster jump on lead = faster nurture, bigger pipeline • More accurate input = better more reliable data • Appended phone = phone follow-up win SmartForms Case Study : Intro
- 11. Isn’t that enough? Not for this guy. Justin Gray CEO & CMO LeadMD SmartForms Case Study : Intro
- 13. It’s not just about A shorter form. It’s about the Questions you ask. And then what you say after. SmartForms Case Study : LeadMD Biggest Win To Date.
- 14. SmartForms Case Study : LeadMD • LeadMD and the market • Challenges • Solutions • Results Justin Gray CEO, LeadMD @myleadmd
- 15. SmartForms Case Study : LeadMD & Market • Marketo & Salesforce Consultancy – 750 Engagements – Retainer & One Time – Service & Training offerings • Mid Market Focus – Enterprise Tilt • Productized Service – Embark – Refresh – ExM
- 16. SmartForms Case Study : Challenges • High Volume of Nurtured Leads • Leads have a high degree of residence in general tracks • Leads converting @ 3x in Persona based tracks – Low form rate in standard funnel – Avg of 2.5 form touches – Wasting touches on demographics – Form Liar
- 17. SmartForms Case Study : Challenges
- 18. What to do?
- 19. The Solution • Bring BANT to the forefront – Fields eliminated: • State • Industry • Employee Count • Annual Revenue • Phone Number – Still present but used mainly for Area code
- 20. The Solution (cont) • Reachforce SmartForms • Backend Append – Data.com – Sales & Marketing can append • User confirmed • Unexpected positives
- 21. Live Form Examples Progressive Profile forms Driven by strategic questions
- 22. Results of SmartForms • Persona based nurture in 15 weeks – Down from 40 • Lead flow increased by 37% • Nurture program ROI up by 41% • Form conversions boosted by 26% • 104X ROI on SmartForms implementation
- 23. Unexpected Results • Form experience – Users giving positive feedback • Turned a concern into a benefit • Likely (editor: Definitely) will eliminate double vendor scenario in Q4 – Solution pays for itself even without increases • Better data / better experience
- 24. There’s nothing quick about quality
- 25. “You Can’t Have Good, Fast, Cheap” Or Can You
- 26. Thank You  Email mfirme@reachforce.com for a copy of presentation  Twitter @MaryFirme or @ReachForce  Visit LeadMD Online: http://leadmd.com/pigsfly  Follow us on Twitter: @myleadmd
- 27. 5QUESTIONSSmartFormsinAction" SUBMIT! First Name:! Last Name:! Email:! Company:! Phone:! Jennifer! Anderson! mvp@webtrends.com! WebTrends! 503-222-2222! Thank you! ReachForce @ReachForce @MaryFirme Thank you! LeadMD @MyLeadMD
Hinweis der Redaktion
- Welcome to the SmartForms Overview webinar. This is a recorded webinar. Today we’ll be learning about the specific capabilities of ReachForce Smartforms, a data appending solution for B2B landing pages. I’m Mary Firme, Director of Marketing for ReachForce and I’m also a SmartForms User. After a brief overview of SmartForms, I’ll be handing the baton to Jennifer Jacaman, Territory Manager for ReachForce, and one of the most experienced people I know at answering your detailed questions about SmartForms.
- This is an example of some of the compounded gains that clients experience in the lead generation funnel using SmartForms. And don’t worry, I’ll have this available for each of you after the Webinar. At the top of the funnel, you’ll notice that the blue SmartForms funnel is collected 1340 leads compared to 1000 without. This takes into acconnt the landing page conversion increases, such as those shown by Marketo.
- SmartForms is a simple yet very robust technology that can be added to any B2B landing page web form, and is designed to be platform agnostic. We’ve already implemented SmartForms on all the leading marketing automation system providers, as well as CMS platforms like Wordpress and we are official partners with all the logos you see onscreen. With a data base of more than 200 million verified companies and a match rate that averages more than 80%, SmartForms offers immediate and critical insight about your new leads at the moment they enter your database. This means that tailored nurture can then begin both on the confirmation page and with the first email you send. Implementation can usually be accomplished within the Marketing group with no IT assist necessary – and has three basic steps: mapping the new SmartForms data fields to your CRM (often salesforce, and we have a mapping wizard to help). Adding the hidden fields to your web form, and some adding some Javascript to the page.
- With these steps in place, SmartForms does something pretty cool: you can shorten your form to include the questions you really need answered from your prospect – and leave the rest of the critical lead data like full street addres, 9 digit zip, industry, phone number, company revenues and more to SmartForms. If you currently use a fairly long lead form questionnaire and you are able to cut back, research shows a lead conversion lift of 20% from each field you remove. In the case of Marketo, a SmartForms customer, they saw a 34% increase in lead conversions after implementation: LeadMD had a 26% increase. The increases vary form client to client, depending on how drastically the form is pared down but these numbers provide a pretty helpful guideline.
- The ReachForce Connected Marketing Data Cloud, includes Precision Marketing, Marketing Insights and Predicitve Marketing Solution suites. SmartForms is one of the key products in our Precision Marketing solution. To take full capabilities and drive highest potential from marketing automation systems, we need data that is correct and complete. By applying SmartForms at the beginning of the lead capture process, more complete, segmentable data is captured from the first touch. a full granular address, revenues, industry information and employee count for precision segmentation and nurture.There have been additional, important business gains for SmartForms clients – including easier, more frictionless sales routing since leads can now be easily transferred based on the differing rules of each Sales organization or ultimately a significant ROI impact like that experienced by LeadMD which saw a 41% ROI after just 2 months.
- Webtrends is another great example of superior gains with SmartForms. We implemented their solution originally on Eloqua forms using progressive profiling. We published this case study in November 2012, and I was not only blown away by Webtrends results, but also ecstatic, since hey, I’m the marketing director, I love a great client reference for our product.
- This is an example of some of the compounded gains that clients experience in the lead generation funnel using SmartForms. And don’t worry, I’ll have this available for each of you after the Webinar.At the top of the funnel, you’ll notice that the blue SmartForms funnel is collected 1340 leads compared to 1000 without. This takes into account the landing page conversion increases such as those shown by Marketo and LeadMD.There is research showing that the speed with which leads are handled results in measurable sales gains. Those are accounted for in the increased numbers ofMQLs, sales accepted leadsFinally, the precision nurture + speed + deal size+ landing page conversions, combine to yield the a geometric improvement in ultimate revenues at the bottom of the funnel.
- This is an example of some of the compounded gains that clients experience in the lead generation funnel using SmartForms. And don’t worry, I’ll have this available for each of you after the Webinar. At the top of the funnel, you’ll notice that the blue SmartForms funnel is collected 1340 leads compared to 1000 without. This takes into account the landing page conversion increases, such as those shown by Marketo.
- This is an example of some of the compounded gains that clients experience in the lead generation funnel using SmartForms. And don’t worry, I’ll have this available for each of you after the Webinar. At the top of the funnel, you’ll notice that the blue SmartForms funnel is collected 1340 leads compared to 1000 without. This takes into acconnt the landing page conversion increases, such as those shown by Marketo.
- Justin is here to prove -- to me -- anyway, that he is the ultimate know it all about his leads, and his story not only showcases a serious win for ReachForce SmartForms, but a sizable win for new marketing approaches that make a measurable difference in a hurry and probably says something about the expertise LeadMD brings to conversational marketing. I’m grateful that LeadMD is the third case study we’ve reported for SmartForms, because had it been the first – even with the fantastic ROI we’ve seen to date, and tremendous operations and nurture gains, this story is amazing, and really showcases the power of what SmartForms + SmartMarketing can achieve, and might have made it hard to research any more!
- Thank you for attending. If you additional questions that weren’t answered during the webinar, please feel free to reach out to us!