The Definitive Guide to Lead Generation

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CHAPTER FIVE: WEBSITE AND SEO WEBSITE FORMS Filling in the Blanks Short forms may get you more (and more truthful) responses, but they might not provide the data you need to effectively segment leads in your marketing automation tool. A potential solution is to use progressive profiling. Progressive profiling—which is often supported by your marketing automation platform—allows you to collect information and build qualification over time. Each time a person fills out a form on your site, the progressive form asks for more information. If you don’t have the ability to use progressive profiling, carefully determine what you need on a form, as opposed to what you want—again, keep it short and sweet. Another solution is to use data augmentation services, Marketo’s Real-Time Personalization Platform, powered by Insightera, which can help you “clean” and augment your data. You may only have five fields on your form, but these services can fill in the blanks. Extra-Intelligent Forms The majority of Marketo’s content assets are ungated, meaning there is no form fill-out required. On occasion, however, we create “Premium” content—this is content we use to directly gather lead data. Typically, this is Middle-of-Funnel content, like an analyst report, buyer’s guide, or one of our flagship Definitive Guides. These are always marked by a lock icon— consistency is key. That said, we don’t need to put a form in front of visitors who are already in our database. To avoid repeat fill-outs, our intelligent forms consult the Marketo API, determining whether we already have contact information for a visitor. If we don’t, they need to fill out a form before downloading a premium asset; if we do have contact information, we simply greet them, and allow them to download the asset with a single click. Marketo’s intelligent forms distinguish known from unknown visitors. 34
CHAPTER FIVE: WEBSITE AND SEO WEBSITE FORMS Social and Landing Page Forms Consider adding social sharing buttons to your web page forms. This increases the chance that a lead will engage with your content by sharing your landing page, and can expose your content to a wider audience. Many marketing automation platforms offer built-in functionality to add social sharing capabilities to landing pages. Place your social share buttons in a prominent location and choose the social channels you include wisely—for simplicity’s sake, consider including only the most popular ones. Social Share Buttons FPO 35
Page 2 and 3: TABLE OF CONTENTS 03 04 07 11 19 20
Page 4 and 5: CHAPTER ONE: WHAT IS LEAD GENERATIO
Page 6 and 7: CHAPTER ONE: WHAT IS LEAD GENERATIO
Page 8 and 9: CHAPTER TWO: HOW HAS LEAD GENERATIO
Page 10 and 11: CHAPTER TWO: HOW HAS LEAD GENERATIO
Page 12 and 13: CHAPTER THREE: DEFINING A LEAD WHAT
Page 14 and 15: CHAPTER THREE: DEFINING A LEAD WHAT
Page 16 and 17: ASK THE EXPERTS: WHAT IS A LEAD? Q&
Page 18 and 19: CHAPTER THREE: DEFINING A LEAD MAPP
Page 20 and 21: CHAPTER FOUR: CONTENT MARKETING
Page 22 and 23: CHAPTER FOUR: CONTENT MARKETING WHY
Page 24 and 25: ASK THE EXPERTS: CONTENT MARKETING
Page 26 and 27: CHAPTER FOUR: CONTENT MARKETING THE
Page 28 and 29: CHAPTER FOUR: CONTENT MARKETING VIS
Page 30 and 31: CHAPTER FOUR: CONTENT MARKETING COM
Page 32 and 33: CHAPTER FIVE: WEBSITE AND SEO WEBSI
Page 44 and 45: CHAPTER FIVE: WEBSITE AND SEO CHECK
Page 46 and 47: CHAPTER FIVE: WEBSITE AND SEO SEARC
Page 48 and 49: CHAPTER FIVE: WEBSITE AND SEO AUTHE
Page 50 and 51: CHAPTER FIVE: WEBSITE AND SEO KEYWO
Page 52 and 53: CHAPTER FIVE: WEBSITE AND SEO ON-PA
Page 54 and 55: CHAPTER FIVE: WEBSITE AND SEO THE P
Page 56 and 57: CHAPTER SIX: LANDING PAGES
Page 58 and 59: CHAPTER SIX: LANDING PAGES LANDING
Page 60 and 61: CHAPTER SIX: LANDING PAGES LANDING
Page 62 and 63: CHAPTER SEVEN: SOCIAL MEDIA AND LEA
Page 80 and 81: ASK THE EXPERTS: SOCIAL MEDIA AND L
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CHAPTER EIGHT: EMAIL MARKETING MAIN
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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ASK THE EXPERTS: EMAIL MARKETING RO
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CHAPTER EIGHT: EMAIL MARKETING PAID
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CHAPTER NINE: PAID PROGRAMS
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CHAPTER NINE: PAID PROGRAMS PAY-PER
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CHAPTER NINE: PAID PROGRAMS CONTENT
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CHAPTER NINE: PAID PROGRAMS DIRECT
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CHAPTER NINE: PAID PROGRAMS DIRECT
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENT P
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CHAPTER TEN: TELEPHONE-BASED LEAD G
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LE
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PART THREE: OPTIMIZE AND MEASURE YO
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CHAPTER TWELVE: TESTING AND OPTIMIZ
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CHAPTER THIRTEEN: METRICS
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CHAPTER THIRTEEN: METRICS METRICS P
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CHAPTER THIRTEEN: METRICS OPPORTUNI
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CHAPTER THIRTEEN: METRICS FIRST-TOU
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CHAPTER THIRTEEN: METRICS MARKETING
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CHAPTER THIRTEEN: METRICS FOCUS ON
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CHAPTER FOURTEEN: LEAD GENERATION T
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CHAPTER FOURTEEN: LEAD GENERATION T
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CONCLUSION LEAD THE WAY! We know th
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APPENDIX Marketing Automation PPC S
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DG2LG-01142014 © 2014 Marketo, Inc
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The Definitive Guide to Lead Generation

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