Chris Lucas, Formstack - Creating The Ultimate Buyer Experience with Better Data
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In a world of 8-second attention spans and pesky "promotions" tabs, marketers are clamoring to find ways to communicate their messages to buyers. But do you know if your efforts are resonating with the right people? Join Chris Lucas, VP of Partnerships at Formstack, for a tactical presentation on how you can use online forms to create your target profile and apply the findings to your email marketing and nurture efforts. He'll show you how to assess your existing customer base for buyer behaviors and determine the best way to gather initial data on your target market. Data nerds: We love this stuff as much as you do, so you're not going to want to miss this one!
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Chris Lucas, Formstack - Creating The Ultimate Buyer Experience with Better Data
- 1. Creating The Ultimate Buyer Experience with Better Data Chris Lucas VP of Partnerships
- 2. 1. Why you need personas 2. Mistakes to avoid 3. Tips & Tools to build your strategy 4. How to get started
- 3. And why should I care?
- 4. 1. Allows you to be more targeted with messaging. 2. Builds credibility. 3. Builds a deeper connection with your buyer.
- 5. Understanding and tailoring your content to distinct buyer personas can yield 2x the open rates and 3x the click- through rates in your email campaigns.
- 7. said “they have ‘broken up’ with a brand due to receiving poor, disruptive or irrelevant marketing messages. 34%
- 13. What is a Buyer Persona?
- 14. “Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.” — Tony Zambito
- 17. Finding the data
- 20. Um...Hell NO!
- 30. Don’t neglect the qualitative data.
- 31. The Qualitative Data Customer Feedback Your most unhappy customers are your greatest source of learning. ~ Bill Gates
- 32. 1. Pre-Sales Inquiries 2. Customer Support 3. Customer Surveys 4. Product Team 5. Community Forums & Engagement Other Qualitative Resources
- 33. You’ve Got The Data, Now What?
- 37. Easy Application
- 38. Email 2 (Events) Hi %%first_name%%! <name> with Formstack again. I just wanted to send over this great resource on using Formstack for event planning. This guide provides a great overview on how you can leverage your online forms to plan every aspect of your events from start to finish. Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack can meet your event planning needs, please let me know! We can chat over phone or email. Looking forward to hearing from you! Happy form building, -%%user_name%% %%user_html_signature%%
- 39. Email 2 (Surveys) Hi %%first_name%%! <name> with Formstack again. I just wanted to send over this great resource on using Formstack for surveys. The most difficult part about surveys often involves just getting people to fill them out. This blog post provides a great overview on how you can leverage your surveys in the best way possible to get the responses you need. Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack can meet your survey needs, please let me know! We can chat over phone or email. Looking forward to hearing from you! Happy form building, -%%user_name%% %%user_html_signature%%
- 40. Email 2 (Lead Generation) Hi %%first_name%%! <name> with Formstack again. I just wanted to send over this great resource on using Formstack for lead generation. This ebook provides some great tips on how to maximize your lead gen by creating and testing high-converting forms. Since you’re now halfway through your free trial, is there anything I can help you with? If you have any questions, including how Formstack can meet your lead capture needs, please let me know! We can chat over phone or email. Looking forward to hearing from you! Happy form building, -%%user_name%% %%user_html_signature%%
- 41. Does it work?
- 47. Use form data to pull top integrations by industry
- 48. Case study (more proof) Custom forms
- 49. Form Solutions for Human Resources Management
- 50. 1. Creating buyer personas leads to better understanding 2. Use quantitative & qualitative data 3. Doesn’t have to be difficult to implement In Conclusion
- 51. Creating The Ultimate Buyer Experience with Better Data Ashley Walsh Director of Marketing Operations Tuesday, April 26, 2016 1pm EDT / 12pm CDT / 11am PDT
- 52. Questions?
Editor's Notes
- Responsys surveyed over 2,000 U.S. adults to find out how they feel about their relationships with brands. as technology progresses and breakout brands wow customers, their expectations continue to get higher.
- 3of the top 4 are complaints around poorly targeted or “missed the mark”
- Everyone has received some form of marketing that is in no way aligned with who they are or what they want (insert senior soulmates email) Sometimes I feel like hitting my 30’s makes me a senior citizen, but come on.
- Even bright and shiny Uber makes mistakes - I live in Indianapolis and don’t need to receive local email blasts for every city I have requested an Uber.
- Tony is the leading authority on buyer personas - a strategist that helps fortune 100 companies on buyer personas and insights. Innovators Dillema – Clayton Christenson – “Jobs to be done”
- A good mix of qualitative and quantitative data should make up your buyer personas
- High on Demographic data
- Signup Forms
- Whether it’s a content download/contest form etc., find the Minimal Amount of Information you actually need
- If you need this much data to build your persona, you might seek a 3rd party data source. We’ve found a few months back by using our form A/B testing and field bottlenecks tools that we lost about 5% of our conversions by asking those questions and decided to ditch them.
- Onboarding & In App Surveys
- Tip, Add these as hidden fields
- Tip, Add these as hidden fields
- Here’s a form I created with Google+ Autofill (gender, Birthday, Work & Occupation are hidden)
- A rounded out story on an actual user
- Based on onboarding response we target variable copy to different users. Only one sentence difference across 6 variations of this email.
- 2X lift in CTR – not exactly the 3X…yet, but only been running a few weeks
- Onboarding & In App Surveys
- This formstack welcome screen is customized with pre-built templates based on your answer to the onboarding survey
- Luv ya. Chris Lucas