What does it take to collect leads? Go and kill your contact form! Would you give more than you receive? Lead Management is an exchange of valuable information for personal information. That is as old as mankind. A trade. ? Use a journey ? Ask for one piece of information and give one piece of content. E.g.: - e-mail address for a whitepaper - first and last name for a webinar - job title and company for a case study ? Picture a puzzle. That‘s how you gather a full picture of the user/customer step by step ? Go an kill your contact form with it’s 10 mandatory fields. It’s not working. #b2bmarketingworld #b2bmarketing #leadmanagement #contentmarketing
Nice one - that post is now trending in #b2bmarketing ??
Absolutely Stephan Wenger, This should be common practice by now. Also thinking value: the more you give the more expect to receive. No problem with filling out full info forms when receiving adequate value (certification, full feature demo etc.) One idea that I would like to add is that every Trade builds on Trust. I really don't like the fact that PIIs are readable by everyone once they enter a CRM. Not even so much from gdpr perspective... It's just not personal. I would like to see companies adopt digital "handshake" qualities like block chain based contracts between individual marketers and potential customers that enable the access to given PIIs. For automated intelligence operations a simple GUID and some contextual data is enough to let the machines do their work. In less computational time of course ??.
You are right, contact form requirements are usually designed to?match the back-end systems. You would need to a smart mentality &?CRM to handle this give and take.?
Full right Stephan Wenger its about value provision, not some tricks to get hold of.
Small and medium enterprises are more interested in simplified execution than workflows provided in top CRM solutions. We have done a extensive survey with local small vendors and most have discontinued usage of some top CRM solutions.