Progressive profiling is a practical B2B marketing clinic presentation on how to use progressive profiling to increase form completion rates

1. Progressive Profiling
Using Pardot
A Better B2B Marketing Clinic
@Brainrider
Scott Armstrong is your presenter today.
He is a founding partner at Brainrider
where he specializes in
better B2B marketing.
Go to brainrider.com/b2b_cheatsheets
to download today’s presentation and content cheat sheet

2. B2B Marketing Priorities vs Challenges
• Lead Generation
• Converting qualified leads into paying
customers
• Branding, reputation and awareness
• Lead nurturing
• Lead qualification and scoring
• Lead hand-off and management
• MarketingSherpa B2B Marketing
Benchmark Survey 2011
If Lead Generation Is Your Priority…
2

3. Landing Page Optimization Benchmark Report
Impact of landing page elements
• Form logic
• Form fields
• Headline copy
• Location of CTA (Call to action)
• Form layout
• Navigation logic
• Complexity
• Number of calls to action (CTA)
• Body copy
• Balance of text vs graphics
• Content of images
• MarketingSherpa
Form Optimization Is A Big Opportunity
3
#1
#2

4. 4

5. 5

6. 6
Balancing
Completion Rate
& Capturing
Profiling
Data

7. Progressive Profiling
Display new form
fields to prospects
based on the data
points you have
previously collected
on them.
7

8. Progressive Profiling Example
8
#1
Every Form Completion Asks For
Incremental Information

9. Progressive Profiling Example
9
#2
Every Form Completion Asks For
Incremental Information

10. Progressive Profiling Example
10
#3
Every Form Completion Asks For
Incremental Information

11. Progressive Profiling Example
11
#4
Every Form Completion Asks For
Incremental Information

12. 12
Aren’t
Shorter
Forms A
Missed
Opportunity?

13. Form Accuracy
Problems with self-submitted data
Do Tech Buyers Provide Accurate Information During Registration
Form fields
Phone
Company size
Custom
Job Title
Company
Industry
Email
Name
MarketingSherpa
13

14. Syncing Data.com Data with Pardot
Test The Cost of
Capturing The
Lead Then Adding
The Data
14

15. Progressive Profiling In Pardot

16. Progressive Profiling Tips
• Target 3-5 fields per form
• Prioritize the data you need to capture
• Be customer-focused
• Start by developing your profiling logic
16

17. Planning Logic Worksheet

18. Required Fields

19. Take A Customer View On Field Labels

20. Form Design
Form length
Number of fields
9 field form is the test benchmark
7 field form gives a 2% better submission rate
5 field form gives a 3.4% better submission rate
Cost per lead
Form Conversion Rate
Marketing Experiments Case Study
20
B2B Lead Generation:
Testing form field length
reduces cost-per-lead by $10.66
http://www.marketingexperiments.com/blog/internet-marketing-strategy/lead-generation-testing-
form-field-length-reduces-cost-per-lead-by-10-66.html

21. Brainrider Case Study:
F500 Company Achieved A 38.6% Increase
In Prospect Acquisition
21
New Prospects
Form Completion Rate
FormCompletionRate
NewProspects

22. Brainrider Case Study:
F500 Company Achieved A 38.6% Increase
In Prospect Acquisition
22
New Prospects
Form Completion Rate
FormCompletionRate
NewProspects

23. Resources For Better B2B Marketing
For more helpful B2B Marketing content, visit:
Resources: brainrider.info
Articles: brainrider.com/blog
@Brainrider
www.linkedin.com/company/brainrider
Scott@Brainrider.com
Evaluate your Content, Website, & Programs with our
Free Better B2B Marketing Checklist or a
free 20-minute consultation
Go to brainrider.com/b2b_cheatsheets
to download recent Brainrider Better Marketing Clinic presentations