Every B2B marketer struggles to succeed in lead generation. One of the best ways to attract as many potential customers as possible for your business is to use lead forms.
Since 2012, SuperOffice, a European provider of CRM solutions for the Scenes of Successful B2B marketing professionals, has used dozens of lead forms for sales, promotion and product development, collecting contact information from them on more than 130,000 business leads.
In this article, you will find 5 examples of practical use of lead forms by marketers of the mentioned company. In addition, you will be offered advice on optimizing forms based on the analysis of the behavior of 1.1 million buy bulk sms service visitors and various factors that increase the possibility of conversion.
Contents of the article
What role do forms play in lead generation?
One goal = one lead form?
What is a business lead?
Lead Form Case Study from SuperOffice
5 Lead Form Examples for the Scenes of Successful B2B Marketers
1. Offer a trial version of the product
2. Events
3. Hidden content
4. Landing pages for an advertising campaign
5. Product reviews
Bonus: Customer support
Lead Form Conversion Best Practices
1. Number of fields
2. Integration of web forms and CRM
3. Response time to application
Instead of a conclusion
What role do forms play in lead generation?
Digital marketer Steven MacDonald, who during his time at SuperOffice managed to increase the company’s blog traffic from zero to 3,000,000 visits per year, highlights the special role of lead forms:
“It’s no secret the Scenes of Successful B2B marketers are constantly struggling with lead generation: for us as professionals, it’s the main problem. Every time we set ourselves goals for the year, lead generation tops the list.
Currently, the most practical what is marketing effectiveness and how can you use data way to generate leads is through landing pages . There, you can solve the problem in two ways: publish your contact information on the page and hope that the visitor will call or send an email to the sales department, or use a lead form.
Lead forms take pride of place when it comes to lead generation tools
In fact, 74% of marketers use lead forms in their work. And 49% of them say that forms are the highest-converting tool. And the more people you can convert, the faster you will achieve your landing page (and business) goals.
One goal = one lead form?
Every landing page should have at least one goal.
the Scenes of Successful B2B marketers, this is usually a “leave your contact information” type goal, through which they try to convert a visitor into a business lead.
But does this mean that you can only place one lead form on a landing page?
“Not exactly.
Of course, you can keep their number to a minimum, but having several lead forms allows you to evaluate the quality of leads , which is an undeniable advantage.
For example, a lead who signs up for a free trial of a product is closer to buying than one who requests pricing information. Having multiple lead forms allows you to automate the “behind the scenes” processes so that you can either – in the case of a trial request – nurture “ready to buy” leads to a sales rep, or – in the latter case – add them to your sequential education list.
But can lead forms be used for anything other than simply collecting contact information
To inspire you to capture as many leads as possible, I’m going to show you how we use forms on the SuperOffice website. I’ll share with you 5 practical examples of lead generation tools that are running live on our site right now, including 4 of our top converting web forms.
But first, let me explain what we mean by the term “business lead.”
Read also: A to Z Guide to Lead Generation
What is a business lead?
A lead is a person or business that expresses interest in purchasing your company’s products or services.
Business leads are divided into the following 3 categories:
1. Opt-in Lead. A subscriber is someone agent email list who has given you their contact information to receive your marketing emails. Typically, such a lead is added to your subscriber base as a recipient of a newsletter or advertising mailing. If consent is not received from them, then all your messages are considered spam with all the sad consequences that follow from such a definition.
2. Marketing lead (more accurately, Marketing Qualified Lead or MQL). A marketing lead is a landing page visitor who has shared their contact the Scenes of Successful information with you and is more likely to become a customer than a subscriber. A marketing lead is qualified based on the web pages they visited, the content they downloaded, and similar engagement metrics that reflect their interest in your product or service.
3. Sales lead (Sales Qualified Lead or SQL). A sales-ready lead is one who has shown interest in your product or service, has been consulted by a specialist, and is therefore considered ready to move on to the final stage of the sales process.