1. Beyond contact us – leveraging the next generation of forms for lead capture Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSION Session Audio Starts at 2PM EST

3. Forms 1.0 – “Contact Us” – Limitations and challenges

4. Email to landing page – the struggle to create forms on the fly

5. Lead Capture 2.0 – The next generation of web forms

6. Landing pages, website forms, lead profile, subscriptions and more

7. Social Landing pages…Lead Capture 3.0????

9. HQ – Atlanta, GA – Sales Offices in Philadelphia, PA

10. Provide all b2b marketing functionality in a single app

11. Focus on integrating Marketing and Sales (CRM)

12. Only solution built on a CRM database

13. Extensive global partner network

14. 110 New clients in 2010

15. Unique Client Services model

16. Game-changing pricing structure

17. 99% retention rate

19. All channels lead to it

20. Social

21. PPC

22. Online ads

23. Email

24. SEO

25. All prospective buyers end up on it at some point

27. 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/reports High 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.

28. Forms 1.0 – The CMS-based form Website Contact Us CMS CRM Text-Email to Marketing Manually Load to CRM System

30. Difficult and time consuming to create

31. Lack of automation and workflow

32. Lack of flexibility in questions

33. Rely on web development team to create, modify

34. No reporting

37. Easier to create but still not WYSIWG-like

38. Inflexible – very basic

39. Design options don’t exist

40. Automation = knowledge and mastery of CRM workflow

43. Auto-assign leads to sales

44. Trigger follow up campaigns

45. Apply rules and logic

46. Create LP’s for each channel/campaignSocial Email Campaigns

48. Flexible – create on the fly, change on the fly

49. Create as many as you like – as often as you like

50. Integrated – part of the marketing app

51. Use in website or outside – as stand alone landing page

52. Encoded – page visitors are tagged, cookied and tracked

53. Advanced workflow – auto assign, route leads based on form entries

55. Ongoing destination for campaigns, search, ppc and more

56. Drive increases in SEO due to update frequency

57. Keep them coming back

58. If you don’t have one….start building one

59. The most important thing you can have on your site

61. Multi-use

62. Lead profile – allows for enrollment in segments based on “I AM”

63. Tied to trigger-based email campaigns – personalized based on profile

64. Opt-in for various types of regular email marketing communications

65. Highly automated on the back end – uses response data to enroll in branched triggersBottom of form

67. Send asset via email

68. Trigger email

69. Link to PDF

70. Click to see demo

72. Mutiple choice question

73. Answer triggers a 3-step campaign

74. Email 1 – 0 Trigger days

75. Email 2 – 5 Trigger days

77. Text heavy – but still easy to grasp the nature of the form

78. Highly optimized for PPC keyword

80. Similar rules of the road to PPC

81. More demographic targeting than PPC

82. LinkedIn group targeting – this is an awesome feature

84. Exact keyword match in header

85. Reinforce in header and text why they’re there

86. Survey/form – above the fold and no additional clicks to get to it

87. Remove or understate extraneous links (that’s for the “thank you page”)

88. Only ask for what you need

89. One to One relationship between pages/ads

90. Offer should be specific and compelling“Download the white paper” “Register for webinar” “See a product demo”

92. Allows for page tracking (like website visitor tracking)

93. Should be treated as a hybrid landing page, microsite, brand image all in one

94. Can be changed frequently

95. Can drive users to specific call-to-action

96. Early-stage but will grow exponentially

97. Combined with FB ads (similar to PPC), changes the game of online ads

100. Extensible beyond the static website-based forms

101. Dynamic in how they profile and route leads to sales and/or campaigns

102. Easy to create by marketers – not technical skills required

103. Flexible – to be integrated into lead to sales processesLet’s make one

106. Advanced email marketing

107. Lead scoring

108. CRM integration – Salesforce, Dynamics, Sugar, Saleslogix…

109. Web visitor tracking

110. Dialogs, forms, landing pages

111. Social media marketing

112. Event management