Supercharge demand capture by putting your visitors on the fast track!

Drive higher form fill rates and ultimately more meaningful connections with potential customers

In the context of a B2B website, incorporating multiple forms can be beneficial for gathering specific information about visitors and improving form fill rates. In progressive profiling, users' information is gradually gathered over the course of multiple form submissions in order to determine their preferences. This can be achieved by asking for different details in each form, such as job title, industry, or specific interests. In addition to this, using context-specific thank you pages for different forms can enhance the user experience and provide a more personalized interaction.

I remember at the start of last fiscal year in a conversation with a coworker. They had commented “We need a lot more registrations to our event. How can we get 500, or 1000 more registrations?” I am always up for a good challenge, so I simply said “I will figure out how to get that and then some.” Understand that during this time, we were building out some of our digital marketing apparatus' core functions. One of these was, how to focus on capturing the roughly 5% of the market actively looking for a solution into pipeline. So when those comments were made, I already had some idea of how we were going to approach this challenge.

Establishing a coherent, logical conversion path for buyers to follow is key to accelerating their journey. If a site visitor had already engaged with a resource such as an analyst report, a contact us form, or requested a demo, the thank-you page would invite them to attend our next strategic event. It is a great opportunity to get these prospects and customers in front of executives and their peers who are giving testimonials. By customizing the secondary offers based on the visitor's previous interaction, we were able to provide a more personalized and targeted experience, which significantly increased the value exchange for the visitor.

As a result of this approach, the company witnessed a substantial lift in marketing driven event registration. Some interesting initial insights. Our form has had more than 2,700 registrations across multiple strategic events at $0 additional cost. We ultimately exceeded expectations on the initial need and built a solution that will not only continue to be optimized and evolve, but will drive predictable results for the foreseeable future.

The implementation of secondary offers proved to be a game-changer for the company. It demonstrates the power of personalized and contextually relevant engagement in driving higher form fill rates and ultimately, more meaningful connections with potential customers.

Do you already have a secondary, or fast track offer? While I did not do a thorough deep dive, very few B2B sites I visited had activated a secondary offer. If you don't have one, stand an offer up today and start capturing that demand. You will be so glad you did.

★ Bits & Bytes: Recommend using progressive profiling for this case. Secondary offers not only encouraged visitors to provide more information about themselves but also deepened their engagement with the company's content and resources. This, in turn, enables marketing teams to gain a more comprehensive understanding of their audience and tailor their follow-up strategies more effectively.

Remember form filling can be tedious from the perspective of the user, so it's important to find the right balance between gathering valuable information and keeping it from becoming too overwhelming. Build them so that the detail can be submitted via click, and blind submit ensures that the user implies intent by clicking the suggested call to action.

Attribution models also play a crucial role in understanding the effectiveness of various touchpoints throughout the customer journey. Be mindful of the impact and prioritize campaigns and campaign members accordingly.

Some great references:

• Hushly: The Hushly blog provides an in-depth explanation of demand capture, highlighting its significance in identifying prospects ready to convert into customers and the use of intent data to find those most likely to convert.
• BlendB2B: The BlendB2B article compares demand creation and demand capture, emphasizing that demand capture focuses on attracting and converting the percentage of the target market that is actively looking for a solution into the pipeline. It also discusses the channels and strategies for effective demand capture.