Lead Management Archives - Page 2 of 2

Interactive Multi Step Forms

Most businesses at some point start worrying about qualified leads and routing those qualified leads to appropriate outcomes. A nice pattern that we found that helps with this really in 2 different ways is what we call the interactive multi-step form, which is simply adding an additional multiple choice question simple to answer on the front end of your normal PII inputs.

So as we see with this example here, asking team size, some use cases, what they’re looking for, and then we lead to the PII. So we’re again getting the foot in the door with the simple answer questions, asking some some qualification questions, some things that are enriching that lead, able to provide us some more information. And then we ask for the friction-inducing type questions.

By the way, this is just 1 pattern of many that we’ve uncovered experimenting on B2B and lead gen websites. If you want our complete playbook, just DM me and I’ll send it to you for free.

The more advanced use cases do come from asking relevant questions that help you, the marketer, route that lead to better outcomes. So asking their company type, is it a recruiting agency, is it an in-house team? And then we can then route that lead to the correct SDR or AE.

Another example would be if your sales team is split up by use case or solution, depending on what the information the user provides in that first step, once they submit the actual lead form, we can surface different HubSpot calendars, calendars for the user to schedule a call with a specific AE or sales team member based on the information that they provided in the form.

By David Janczyn|2025-05-12T04:37:17-07:00December 31st, 2024|Lead Management|0 Comments

Tips for B2B Website Optimization for Generating High-Quality MQLs

In the B2B and SaaS competitive landscape, all leads are not created equal. Generating high-quality marketing qualified leads (MQLs) is a crucial feeder for the sales funnel to help maximize marketing ROI and drive revenue growth.

One pivotal lever for results is website optimization to target, attract, and nurture high-intent prospects. This post dives into critical strategies to enhance your website’s marketing funnel for generating quality MQLs, focusing on proven tactics specific to the SaaS and B2B landscape.

What is an MQL in B2B?

A Marketing Qualified Lead (MQL) is a lead that has shown interest in a company’s offerings through actions such as downloading content, filling out a form, or engaging with specific web pages. Unlike casual site visitors, MQLs have demonstrated a level of interest or engagement that suggests they are more likely to enter the sales funnel and convert into sales-qualified leads.

For SaaS and B2B companies, MQLs are vital because of the length and complexity of the sales cycle. Each marketing-qualified lead represents a potential client likely to engage with multiple touchpoints, from informational resources to demos, before committing. By generating high-quality MQLs, SaaS companies increase the efficiency of their sales process.

Criteria for Qualifying an MQL in SaaS

In the B2B and SaaS context, MQL qualification hinges on specific interest and potential fit indicators. These may include:

Behavioral Actions: Engagement with blog posts, whitepapers, webinars, or email newsletters.
Demographic and Firmographic Fit: Attributes such as industry, company size, and job role that align with your target customer profile.
Engagement Level: Repeated website visits, time spent on high-value pages, or responses to targeted marketing campaigns.

Identifying and qualifying MQLs based on these criteria helps marketing teams focus on leads with the highest potential, streamlining the pathway from interest to purchase.

Understanding Your Target Audience

A deep understanding of your target audience is the foundation of effective lead generation. In B2B and SaaS, this means knowing precisely who benefits from your product, their pain points, and what drives their decision-making. By defining and segmenting your audience, you can create a website experience that resonates with high-quality MQLs.

Define Buyer Persona so your content builds trust with your ideal prospect.
Gather and Analyze User Data: Leverage analytics tools like Google Analytics, heatmaps, and CRM data.
Segment Your Audience so that each visitor feels they’re receiving tailored value from your site.

These overview steps help you build a website experience that speaks directly to high-intent B2B visitors who show a strong interest in your product or service and are more likely to become qualified MQLs.

Website Optimization Strategies for Generating High-Quality MQLs

Optimizing your website to attract, engage, and qualify potential leads is the foundation for successful inbound marketing. Here are key strategies to make your site a powerful MQL-generation tool:

Content Marketing

Create Valuable, Targeted Content:. Develop resources that address specific pain points and interests relevant to your audience. Blog posts, whitepapers, email marketing, case studies, and even social media posts work particularly well in SaaS, helping educate prospects and build trust.

Leverage Various Content Types

Provide a mix of content types—blogs for informational insights, webinars for in-depth guidance, and eBooks for detailed solutions.

Power Up Your Landing Pages

Design for Conversion: High-converting landing pages are critical to capturing MQLs. Ensure each landing page has a clear headline, concise messaging, and a strong call-to-action (CTA) that tells visitors exactly what to do next.

A/B Testing: Run A/B tests on headlines, CTAs, and form fields to identify what resonates best with your audience. Continuous testing allows you to optimize your pages based on user data, improving MQL conversion rates over time.

SEO and Keywords: Target Intent-Driven Keywords: Optimizing for SEO involves more than general keywords. Identify long-tail, intent-driven keywords specific to your audience’s needs, especially those relevant to different stages of the buyer’s journey. For example, keywords related to “SaaS cost management solutions” attract visitors likely further along in the decision-making process.

User Experience (UX)

A seamless user experience is critical in retaining visitor interest. Enhance navigation and load times with a clutter-free design with intuitive menus that keep visitors focused on your offerings. Other UX details to optimize include:

Mobile-responsive designs improve user experience and reduce bounce rates, especially for busy B2B decision-makers.

Lead Magnets

Lead magnets like free trials or demos can entice high-quality leads. An educated prospect has more confidence, so lead magnets like eBooks may make it easier to close deals down the line. Tips for effective lead magnets include:

Align each offer with the audience’s needs and their stage in the buyer’s journey, ensuring relevancy and increasing the likelihood of conversion.
Make your visitors feel valued by using personalized CTAs. Customize CTAs based on visitor behavior or industry to increase engagement.
Continuously monitor and adjust your content and website over time to ensure they consistently identify the leads with the greatest potential to convert.

Practical lead qualification and scoring ensure that high-quality MQLs reach your sales team, maximizing the chances of conversion and optimizing the overall lead-generation process.

Measuring and Analyzing Lead Quality

With MQL generation, measuring and analyzing the quality of leads your website generates is crucial. This data informs your strategy and highlights opportunities for continuous improvement.

Some key indicators give insight into the effectiveness of your lead generation strategies and tactics, as well as the quality of MQLs. Metrics to track include MQL-to-SQL conversion rate, lead engagement scores, and average deal size.

MQL-to-SQL conversion rate measures the percentage of marketing qualified leads (MQLs) that become sales-qualified leads (SQLs).

Lead engagement score quantifies the level of interaction a lead has with marketing materials.

Average deal size represents the typical, average, or median revenue generated from a closed deal.

Lead tracking and analytics tools like Google Analytics and marketing automation software are used to monitor lead behavior. Look for patterns in visitor activity, such as which pages convert best or what type of content attracts high-quality leads.

Refine marketing Strategies Based on Data

Use data insights to identify areas for improvement. If certain types of content or CTAs generate more qualified leads, focus on expanding those efforts. Similarly, analyze where leads drop off or disengage to identify optimization opportunities.

Regular analysis and refinement allow you to enhance the quality of your MQLs, ultimately leading to better conversion rates and more effective marketing ROI.

Moving Ahead with Website Optimization for High-Quality MQLs

In B2B and SaaS, optimizing your website for lead generation is critical to attracting and converting high-quality MQLs. By understanding your ideal audience, implementing effective website optimization strategies, qualifying leads, and measuring results, you can build a steady pipeline of valuable leads that drive growth.

Encourage your team to implement these strategies, monitor the results, and continuously refine the process to generate leads that genuinely contribute to your business goals.

To help you get started, Funnel Envy offers a free Website Optimization Guide. It includes

The #1 most important factor to increase website conversions.
The reason top marketers focus on critical pages to improve performance.
Examples of exactly how top tech companies boost website revenue.

For more actionable insights on maximizing your B2B website’s lead generation potential, download our free eBook today.

By Kala P|2025-05-12T04:37:16-07:00November 25th, 2024|Lead Management, Website Optimization|0 Comments

Tired of Low-Quality B2B Leads From Online Forms? Try These Simple Fixes

Successful digital marketing is a multi-step effort, from content strategy to social media to healthy conversion rates that support a robust sales process.

The good news is that your content marketing may be humming along, generating leads to your website and growing your email list. As any marketer knows, the (potential) bad news is that’s only part of the story. All B2B leads from online forms are not created equal.

Is your website plagued by clunky, ineffective lead-generation forms with high abandonment rates? Or, perhaps low-quality leads are negatively impacting your email marketing campaigns. You’re far from alone. Many B2B marketers struggle to capture highly qualified leads through their website forms.

At Funnel Envy, our clients know that forms are critical to their sales automation toolbox. HubSpot’s 2024 State of Marketing report shows that marketers rank automation campaigns among their top three tactics for improving performance.

This post will look at some actionable tweaks to improve your lead quality. Let’s take a look.

Reasons Why Forms Generate Low-quality Leads

Online forms are among the most effective tools for generating leads, so what can go wrong? It turns out quite a few things.

The culprit behind low-quality leads often lies in traditional lead gen form builders. These tools frequently prioritize data collection over lead conversion. They might entice you with features that allow you to capture every conceivable data point about a potential customer. But this approach backfires. It leads to lengthy forms that overwhelm and frustrate users.

The result? Website visitors abandon the form halfway through, leaving you with incomplete or inaccurate data. Worse yet, you may be attracting leads who are not a good fit for your product or service.

Below are a few specific reasons why your web forms might be underperforming:

Data Over Conversion. Traditional builders often prioritize capturing every possible data point about a potential lead. This data-centric approach might seem appealing—after all, more data means more insights, right? Wrong. In reality, bombarding users with a barrage of questions creates friction.

Getting Multi-Step Forms Right. Many traditional builders encourage lengthy, multi-step forms. Each additional step acts as a hurdle, increasing the likelihood of abandonment. Remember, sales leads are not just data – they are busy people. Prospects at the top of the funnel won’t waste time navigating a complex form if the value proposition isn’t immediately apparent.

That’s not to say that multi-step lead forms are never effective. For complex processes, like a real estate financing application or even paying taxes, multi-step forms are very effective. Our video Introduction to Multi-Step Interactive Form Design offers some guidance and lead generation form examples.

Asking the Wrong Questions. Not all information is created equal. As we’ll see in the next section, personalization is critical in modern forms. You need to gather data that helps you identify potential customers who fit your offering well. Traditional forms might include generic questions that do little to qualify leads.

A Rocky Road: Poor user experience (UX) for your users. Confusing layouts, unclear instructions, and a lack of mobile responsiveness all contribute to poor UX. Imagine lead generation forms with confusing labels, tiny font sizes, and buttons that are difficult to click on a mobile device. Frustrated users will simply bounce, leaving you with no leads at all.

Don’t be discouraged! There is a better way. You can transform your contact forms from lead-sucking black holes into powerful lead-generation tools by implementing conversion-focused form design.

Here are our top suggestions to our clients to improve website and form performance:

Conversion-Focused Form Design: A User-Centric Approach

The antidote to these common pitfalls lies in conversion-focused lead generation form design. This approach prioritizes a smooth user experience (UX) while gathering only the essential information to qualify leads. Here are some fundamental principles that underpin conversion-focused forms:

A User-Friendly Interface is Key. A clean, intuitive layout with clear labels and ample white space is paramount. Users should be able to navigate the form effortlessly, understanding exactly what information is needed at each step.

Frictionless Submission Process. Consider a “friction audit” to ensure the form process is smooth and error-free. Items to check include clear instructions, well-defined input fields, and a strategically placed call to action (CTA) button that’s easy to find and click.

Targeted Questions, Maximum Impact. We don’t subscribe to the “more data is better” philosophy. Our forms ask for the essential contact details needed to qualify leads effectively, ensuring you capture valuable information about potential customers who fit your products or services well.

Crafting a Compelling Value Proposition. Forms should communicate the user’s value proposition. People are more likely to invest time in completing a form if they understand the benefit they’ll receive in return, such as accessing exclusive content, downloading a valuable resource, or receiving a free trial or consultation.

Progressive Disclosure for the Win. This technique only reveals additional form fields after the user completes the previous ones, reducing initial form complexity and keeping users engaged.

The Power of Conditional Logic for Personalization. Use conditional logic to personalize the lead generation form experience. For example, the form might adjust the displayed questions based on the user’s initial responses, keeping the form relevant and reducing the number of fields users must complete. McKinsey reports that consumers respond to personalized interactions, with 71% expecting such experiences and 76% feeling frustrated when they don’t occur. Most marketers (94%) report that personalization boosts sales.

Mobile-First Always. With the ever-increasing dominance of mobile browsing, ensuring your lead generation forms are responsive and user-friendly on all devices is crucial.

By implementing these principles, you can create forms that are not only user-friendly but also highly effective at capturing high-quality B2B leads.

Optimizing for Continuous Improvement

Even the most well-designed forms can benefit from ongoing optimization. A/B testing involves creating two or more variations of your lead capture forms and splitting your website traffic to see which version performs better. For example, you might test contact form templates with a single CTA button versus one with two.

By tracking key metrics such as submission and conversion rates, you can identify the winning variation and implement it across your website. Testing is a continuous process that allows you to refine your web forms over time, ensuring they remain high-performing lead-generation machines.

The Rise of Generative AI: A Boost for Forms?

Generative AI (GenAI) is a rapidly evolving technology with the potential to revolutionize various fields, including form design and optimization. Here’s a glimpse into how GenAI can play a role in the future of forms:

Personalized Form Content: GenAI personalizes form content based on user data or website behavior. Imagine a form that dynamically adjusts the questions or language based on the user’s industry or previous interactions with your website. This level of personalization could significantly improve user experience and increase completion rates.

Source: HubSpot

Smarter Conditional Logic. GenAI can take conditional logic to the next level. Hubspot found that 77% of marketers surveyed say GenAI helps them create more personalized content. By analyzing user input and website behavior, GenAI could suggest additional relevant questions or automatically skip irrelevant sections, further streamlining the form experience.

Automated A/B Testing. GenAI can automate the testing process, continuously testing different form variations and suggesting optimizations based on real-time data analysis. This automation can save marketers valuable time and resources while ensuring their forms evolve for maximum performance.

FunnelEnvy: Your Strategic Partner in Building High-Performing Forms

Has this article sparked some inspiration for you in how to tweak your forms to improve lead quality?

Remember, a lot of funnel advice out there is geared toward e-commerce. FunnelEnvy is the leading provider of growth services for B2B, Lead generation, and SaaS.

We know that you don’t generate revenue through a shopping cart.

FunnelEnvy offers a comprehensive range of resources, from free webinars and videos to a Done-For-You (DFY) conversion-optimized forms service to dramatically improve your lead generation and fully customized consultancy services.

Are you ready to ditch the frustration of low-quality leads and unlock the true potential of your website forms? Don’t settle for mediocre results. Take the first step towards lead generation success. Book a consultation with FunnelEnvy today and learn how our DFY conversion-optimized forms and strategic guidance can help you generate a flood of high-quality B2B leads in just 30 days.

By Kala P|2025-05-12T04:37:13-07:00June 24th, 2024|Lead Management|0 Comments

Beyond Aesthetics: How to Design High-Converting Forms That Capture the Right Leads (Without Losing Data)

In the ultra-competitive SaaS digital marketing and B2B lead generation world, strategic social media and content marketing to generate leads is only the first step. Contact forms must do the heavy lifting and capture info from a healthy share of website traffic.

Every form submission counts. Some of the most common questions we hear are about how to design high-converting forms. Many businesses struggle with lead generation forms plagued by low completion rates, unqualified leads, and data errors.

This struggle begs the question: how can you design user-friendly and effective forms that capture valuable leads with clean data?

The answer lies in a strategic approach that goes beyond aesthetics. Here are some best practices and tips for how to optimize your B2B forms for conversions and ensure accurate data capture:

The UX Advantage: Why Beautiful Forms Convert Better

First impressions matter, so your web design is critical. Remember that your visitors usually encounter forms within the context of your website design, so the forms should integrate seamlessly into the website experience.

Beyond that, poorly designed contact forms can create user experience (UX) friction, leading to frustration and form abandonment. Below, we look at how prioritizing UX can significantly improve conversion rates.

How to Design High-converting Forms

Streamlined Design. Keep it simple! Building trust with top-of-funnel visitors takes time. Limiting the number of capture form fields to only the most essential information feels less invasive and helps optimize your conversion rate.
For example, asking for a phone number may be a turn-off for some prospects. Consider an a/b test to see if there is a difference in conversion rates with and without the cell phone input field. Utilize clear labels and intuitive layouts to guide users through the process effortlessly.
Social proof. Include brief social proof, like testimonials. Downloadable case studies that go deeper with social proof can help increase form conversion rate and move prospects down the funnel.
Engaging Visuals. Incorporate visuals like icons, progress bars, or subtle animations to make your form more visually appealing. Remember, white space is your friend – avoid cluttering the design. Consider implementing a/b testing to determine which visual elements are most effective.

Source: Funnel Envy / ExactBuyer Case Study

Sometimes its helpful to see an example in action. Check out our Case Study for ExactBuyer, a a data enrichment and sales enablement SaaS. By partnering with FunnelEnvy to implement a Reform custom lead capture form, ExactBuyer was able to roll out a multi-step form workflow that included routing, qualification, enrichment and integration with Hubpsot.

The new form experience increased conversions from high quality prospects while simultaneously filtering out spam and low quality leads.

A/B Testing: The Power of Data-Driven Decisions

In today’s digital marketing landscape, data is king. A/B testing allows you to collect data from different versions of your forms and see which performs better. It can be anything from testing different headlines and layouts to experimenting with the number of form fields.

At Funnel Envy, we use AI to power up traditional A/B testing. In general, here’s how A/B testing can benefit your B2B lead gen forms:

Identify Conversion Killers. Test different elements of your form to pinpoint what’s hindering conversions. Is it the length? The wording of a specific question? A/B testing helps you isolate these factors and make informed decisions.
Optimize for Different Audiences. Consider segmenting your audience and testing variations targeted to specific user groups for a more personalized experience and potentially higher conversion rates.
Continuous Improvement. A/B testing is an ongoing process. By consistently testing and refining your forms, you can ensure they stay optimized for maximum performance.
Mobile-Responsive Design. Optimize your lead capture forms for all mobile devices. With the rise of mobile browsing, a responsive design is no longer a luxury; it’s a necessity for high conversion.

Beyond Design: Conversion-Focused Features for High-Quality Leads

Aesthetics are important, but a truly high-converting lead gen form goes beyond just looking good. Here’s where built-in conversion optimization tools can make a real difference:

Conditional Logic. Personalize the form experience by dynamically showing or hiding fields based on user selections, increasing user engagement and reducing irrelevant data collection.
Progress Indicators. Clear progress bars or step indicators let users know where they are in the form completion process, building trust and motivating users.
Clear Error Messages. Eliminate frustration with helpful and specific error messages that guide users toward correcting their input.

Capturing the Right Data: FunnelEnvy’s Approach to Form Design and Optimization

At FunnelEnvy, we understand that effective lead capture is about quality, not just quantity. Here’s how we collaborate with you to optimize your lead generation forms:

Targeted Questions. We work with you to identify the information most valuable for qualifying leads. This process ensures your contact forms capture the right data, allowing you to focus on nurturing leads with a higher conversion potential.
Compelling Value Proposition. Why should users fill out your form? Craft a clear and concise value proposition that entices users to complete the form by highlighting the benefits they’ll receive (e.g., free trial, white paper download).
Data Validation and Enrichment. Prevent errors and incomplete data with built-in data validation tools. Consider data enrichment options to enhance your lead profiles with valuable insights.
Seamless Integration: Keeping Your Data Flowing Smoothly. A well-designed form is only half the battle. Ensure smooth data flow by seamlessly integrating your forms with your existing marketing ecosystem. This flow allows you to automatically route leads captured by your contact form into your CRM, marketing automation platform, or email marketing software.

The Benefits of High-Converting Forms

By investing in form optimization, you unlock a multitude of benefits:

Increased Conversion Rates. High-converting forms capture more qualified leads, pushing your sales and marketing teams closer to their goals.
Improved User Experience. A streamlined, user-friendly form experience builds trust and fosters positive brand perception.
Enhanced Lead Quality. Capturing the right data allows you to segment your leads effectively and personalize your marketing efforts for better engagement.
Accurate Data Capture. Minimize data loss and errors with validation tools, leading to cleaner lead profiles and more efficient marketing campaigns.

Advanced Techniques: Taking Your Forms to the Next Level

Once you’ve mastered the basics of form optimization, you can explore more advanced techniques to further enhance your lead capture efforts. Here are a few examples:

Multi-Step Forms: Break down lengthy forms into smaller, more manageable steps, which can improve user experience and reduce abandonment rates. We have created a deep-dive video series on how multi-step forms can help solve the problems of low-converting forms and poor lead quality. Check it out here!
Progressive Profiling. Gradually collect more information about leads over time through interactions and website behavior. This information allows you to build a more comprehensive profile without overwhelming users upfront.
Hidden Form Fields. Some form fields can be pre-populated with information from user behavior or previous interactions. Doing this allows you to personalize the experience and reduces the need for manual input.

Moving Ahead: The ROI of Investing in High-Converting Forms

Optimizing your B2B lead gen forms is an investment that pays off in the long run. Focusing on user experience, capturing the right data, and implementing data-driven strategies can significantly improve your lead-generation efforts.

Remember, high-converting forms generate more qualified leads, improve brand perception, and drive sales growth. Don’t underestimate the power of a well-designed form in your B2B marketing strategy.

Refrain from settling for mediocre results. A well-designed and optimized form can be a game-changer for your B2B lead generation strategy. We utilize a data-driven approach to crafting high-converting forms that capture the right leads with clean data every time.

Let’s talk! Consider partnering with FunnelEnvy to unlock the full potential of your lead gen efforts.

By Kala P|2025-05-12T04:37:13-07:00June 10th, 2024|Lead Management|0 Comments

Top Mistakes in B2B Lead Generation CRO and How to Fix Them

Conversion Rate Optimization (CRO) is one of the top goals for B2B marketers. Why? A significant reason is that improving CRO creates a beneficial ripple effect. It can lower customer acquisition costs by getting more ROI from existing visitors and users. Like a rising tide, when CRO goes up, it can influence other metrics and lead to higher revenue per visitor and more customers.

CRO is the art and science of making your website more effective at converting visitors into customers. Even for relatively simple business models, this process has many variables. It can feel overwhelming to keep track of everything, and even the most seasoned marketers fall prey to the top mistakes in B2B lead generation CRO. Helping simplify the overwhelm is where Funnel Envy can help.

The critical thing to remember is that it’s not just about driving traffic to your website; it’s about converting that traffic into meaningful leads. The overall goal is to understand your audience, tailor your digital marketing experiences to their needs, and continually adjust your strategies based on data-driven insights.

There is so much data to track in digital marketing, especially now with the release of a new AI tool almost weekly. Improving your conversion rate is a moving target.

Where to start? It depends on your business, of course. Organic search is most likely job 1. If budgets are tight, a synergistic combination of organic and smart blogging is an excellent place to start.

You can use this chart from Databox to give you an overview of ideas on where to put your efforts.

Let’s look at some common mistakes, plus ways to fix them.

Audience, First and Always

The success of any lead generation strategy hinges on a deep understanding of the audience. Here are two common marketing mistakes related to audience targeting in B2B lead generation:

Not Defining Your Target Audience

Many B2B marketing strategies falter due to a need for more specific targeting. Not knowing who you are trying to reach with your content marketing, social media, and other efforts can lead to inefficiencies and wasted resources.

A well-defined audience is the foundation upon which marketers build successful lead-generation strategies. Defining the audience requires understanding demographics and your customer avatars’ unique challenges, interests, and behaviors.

Forgetting the Buyer’s Journey

Another frequent oversight is neglecting to factor in the buyer’s journey. The customer journey has multiple stages, from the initial awareness of a problem to the consideration of various solutions and the decision to purchase. Each phase requires different marketing approaches and content types.

For example, blog posts might be effective in the awareness stage, while detailed case studies and product demos are more suitable for the decision stage. Webinars can nudge prospects into decision mode, too.

Aligning your content and strategies with the buyer’s mindset ensures that your efforts resonate with prospects at the right time and in the right way.

Failing to Optimize Your Website

Think of optimizing your website like a lever effect – a well-optimized website can simultaneously knock out several lead-generation mistakes. Search engine optimization is the essential starting point.

Here are some other common pitfalls:

Focusing Too Much on Quantity Over Quality

One of the more common lead generation mistakes is that more leads always equal better results. However, the quality of leads is often more important than quantity. You want to optimize your website to attract, filter, and convert people with genuine interest and need for your product or service.

Poorly Designed Landing Pages

Landing pages play a vital role in converting visitors into leads. However, many B2B websites suffer from poorly designed landing pages. Poorly designed pages have unclear calls to action, lack relevant information, and are visually confusing.

Optimizing your lead capture forms and content to appeal to your ideal customer profile is essential to attracting quality leads. Well-designed forms increase the chances of conversion and ensure better alignment between your marketing campaigns and sales efforts.

A well-designed landing page should be clear, concise, and compelling. It should provide visitors with exactly what they are looking for and guide them smoothly toward the desired action, whether filling out a form or signing up for a webinar.

Lack of Clear Goals and KPIs

Setting clear goals and Key Performance Indicators (KPIs) is essential for any successful lead-generation strategy. Goals guide your efforts and help you focus on what’s critical, and KPIs allow you to measure the effectiveness of your strategy.

Common KPIs in B2B lead generation include conversion rates, click-through rates, and the cost per lead. Without these, it’s difficult to gauge the success of your campaigns and make informed decisions about where to allocate your resources for improving results.

Ignoring Data and A/B Testing

Data and testing are at the heart of effective CRO, yet it can be hard to know where to start. Here are some tips:

Testing Without a Strategy

Random testing must have a clear strategy to avoid confusion and misinterpreting results. Each test should be designed with a specific goal, whether to improve the click-through rate on a call-to-action button or increase the number of form submissions.

A strategic approach to testing ensures that you are always learning and improving your lead-generation efforts.

Pro-tip: Test Pages That Are Doing Well

While fixing broken pages is crucial, the low-hanging fruit is improving pages that are performing well. Regularly testing and optimizing all pages, including the high-performing ones, ensures you maximize your lead generation potential.

Multiple Landing Pages: The More the Merrier

Hubspot reports that business websites with 10-15 landing pages increase conversions by 55% over those with less than 10 landing pages. And that’s not all. Increasing to over 40 landing pages improved results by an eye-popping 500%.

So, obviously, multiple landing pages can lead to a dramatic improvement in performance. That doesn’t mean it’s an easy fix. The more pages, the more complex tracking and reporting will be. If you have questions about how to scale your landing page program, we can help.

Not Using Social Media Effectively

With appropriate strategies and implementation, social media is a powerful tool in the B2B marketer’s toolkit. Effective use of social media in B2B lead generation involves more than just posting regular updates.

Like your website content, social content requires a strategic approach, with content tailored to the platform and the audience. LinkedIn is the go-to platform for B2B marketers, offering opportunities for targeted networking, content sharing, and ad campaigns.

TikTok, which started as a trendy haven for GenZ self-expression, now has a rapidly growing B2B sector. Podcasts and YouTube are still the most powerful channels for teaching and trust-building. If your blog strategy is already solid, the next step could be to experiment with augmenting high-performing copy with podcast or video content.

Moving Ahead to Avoid Top Mistakes in B2B Lead Generation CRO

When designing or optimizing complex processes, workflows, or SOPs, a simplified place to start is to be aware of typical mistakes and take preventive action. From optimizing your website’s user experience to fine-tuning your social strategy, optimizing CRO involves constant learning and testing.

AI tools will continue to up the ante for marketing performance. With the right approach and focus on critical areas, you can avoid common pitfalls and drive successful outcomes for your business. At Funnel Envy, we have the expertise and tools to help you dial in your website and landing page performance to increase CRO. Reach out today. We’re here to help.

By Kala P|2025-05-12T04:37:11-07:00December 26th, 2023|Lead Management, Conversion Rate Optimization|0 Comments

Maximize Site Revenue with Multi-Step Forms

Transcript

Hi, everyone. My name is James Niehaus from FunnelEnvy. Today I want to talk to you about multi-step forms, why our clients love them, and how they can maximize your side revenues.

So why our clients love them because.

They work. We typically can see 20, 30 – 50% improvement in form conversions, so meaningful results.
We can often enhance and compliment your existing ABM and personalization programs. So it really adds to the value.
It works great on form but also works pretty well across most of your site. We’ll talk about some examples of that in this presentation.

But how do you make such user-friendly forms?

We all hate forums. Whether it’s a mortgage form, a tax form, or a B2B lead form, right? So the industry recognizes this. And some industries have actually adapted and evolved.

So, leading the way, mortgage. So, now we complete a mortgage application online. It’s going to be an interactive multi-step experience. Same thing with taxes, an interactive multi-step experience, to guide you down the path.

Multi-step forms for B2B

B2C loves multi-step, whether it’s to guide people down a better path, or especially on lead gen, to help convert at higher rates. But B2B is slow to adopt. So we still typically see static forms on B2B, typically because of operational hurdles. It’s just easier to embed a form. But, if you’re willing to make the effort and like our clients, past and present, and see examples of their multi-step experiences, you can see firsthand that all we’re doing here is taking their simple static forms, breaking them up into multiple steps, making it easier to digest, asking easy and 10 questions at the beginning to get them started. And in the end, it improves engagement and significantly improves conversion rates.

Key Results

So things we’ve seen from some past and current clients are significant lifts. These are not small lifts. These are significant lifts that can really maximize and change your funnels for maximizing revenue.

multi step form results

And some key things to keep in mind with multi-step forms, we want to make it easy. So if you think about doing it for yourself, think about in your funnel, what are easy and 10 questions to ask to get them started? Also, you want to make sure you ask a couple of questions, so you want to get the ball rolling, create that momentum, and get them committed to completing that conversion process with and completing the rest of the form. So here you don’t want to ask for first name, last name, email, to get started, you typically want to ask for, how large is your team? What is your role? What is your product interest? But things that are more intent-focused so they can get started without hitting hurdles.

And again, these were great with your advanced programs like personalization and ABM. So on the left, you see an example where we personalizing the rest of the form experience based on the answers on step one. Or on the right, think about maybe we skip the form, based on their being part of a target account. So based on their company name on the email, you can show them, say, a scheduler instead of say, of the rest of the form, or maybe attempt to a Drift Bot. But the idea here is based on their inputs or based on their industry company size, or even if they’re part of your target account, you can personalize from experience that step experience, or even give them different routes and experiences to better convert them.

And like I mentioned, it works great on forms, it also works really well across the site. So we’ve run this on home pages, on product pages and solution pages, and pricing pages. And typically what we see, is significant improvement engagement, and also uptakes and conversion rate.

So we definitely recommend you explore this, try this out on your site, and check, see whatever it works for you on your forms and beyond.

3 Takeaways with Multi-Step Forms

If you are as excited as we are about getting started with multi-step forms, visit our blog funnelenvy.com/blog, jump into our quiz and see if you’re a good fit to work with us today.

Up Next

Learn Muti-step interactive experiences (going beyond the form)

By James Niehaus|2025-05-12T04:36:54-07:00April 28th, 2021|Full-Funnel Optimization, Conversion Rate Optimization, Lead Management|0 Comments

Introduction to Multi-Step Interactive Forms

Transcript

Hey everyone. My name is James Niehaus. And today in this video, I’m going to walk you through what are multi-step interactive forms. So at FunnelEnvy, we use this all the time with our clients, and we’ve seen some great wins. And we thought today we would actually share with you what we’ve learned from those efforts, and hopefully encourage you to do the same on your side.

What are multi-step interactive forms?
Results we’ve been seeing with our clients.
Some best practices we’ve learned from doing this with our clients.
Some techniques and lessons learned that you can use and adapt to make it easier for you to get started.

We all hate forms. Right? So whether it’s a mortgage application or whether it’s a tax form, it’s something we prefer not to do. And the providers know this, and that’s why it’s very hard for you today to complete a mortgage application online without going through a multi-step experience as we see here. Or as we all know with taxes, TurboTax and others have made that the standard experience, step-by-step guided questions.

That is Why We All Prefer This…

multi step forms

Why? It’s common sense.

It’s less intimidating, easier to get started. Even though we know there are more fields,
it’s an easier way to start and get the process going.
We feel less perceived commitment.
And lastly and most importantly, ideally we do it right, as an end-user we think we’re being guided down a better path, which will, as we know, save us time and give us better results.

So there are all positives and why we’ve seen this kind of being the prominent way, at least in B2C, where complex forms are being presented. So they’ve been doing this for like 15, 20 years. LendingTree is one of the pioneers of this. They found out early on that, in a competitive space, this gave them an advantage. Can provide you a better user experience, make it easier for you to fill out a form, and become a lead. And now, fast forward to today, you really can’t complete a mortgage lead or auto insurance quote without going through some similar experience. So it is now the standard for B2C.

But for B2B, unfortunately, it still seems to be the 1990s, where it’s still no static forms, no interactivity, and it’s pretty much the standard for most of the industry. This is unfortunate, but it’s slowly changing. So if you see here, there are some examples out there.

So like Drift and Intercom and others like them who provide us chatbots. That’s helping. So if you can get [inaudible 00:03:02] one of their bots, you can usually get a nice playbook experience of decision tree experiences. So it’s a good start, but as we all know, the majority of website visitors still want to interact with your website, not a chatbot.

interactive form experience of the industry

And we’ve seen some people provide multi-step forms, like Salesforce here with their trials. It’s a good start, but there’s obviously more that can be done. But for B2B, there are some additional hurdles that are typical of most of our clients. So for example, if you’re in the B2B space, typically you’re going to have one of these four vendors.

form embedded vendors

And they’re providing your email, your forms, your landing pages, and your workflow. So they make it really easy to by things like let’s copy and paste our embedded form, put it on your website, or we’ll host your landing page, and you’re done. That’s pretty easy. But of course, the default experience is a single, static form.

A second hurdle we often see is that you do need web developer resources to do this. Most DemandGen teams are resource-constrained. And don’t have access to a developer for the 2-3 days required to implement

And the third hurdle is, it’s not a priority. Typically the website is not the focus, it’s about getting traffic to the website. So they’re chasing the latest AdTech and Martech to make it easier to target, intent, ABM, and get more people to the site. So I figured this is what people are most interested in hearing about, which is: what are the actual results?

So these numbers are actually real numbers we’ve had with recent clients in the past year running multi-step interactive forms on their site. So again, these are meaningful lifts on forms like demos and pricing and get started forms. So your core sales forms. So that’s a huge win for many of our clients. And for the most part, for the majority of our clients we tried this on, it’s worked. Typically double-digits or higher. I think, and only one example I can recall, we ran this where it didn’t necessarily win across the board, but it’s still won for the returning segment for around 20 plus percent. So even if we don’t get a clear win across the board, we still see important lifts for key segments. So this is why we want to stress that we think this is probably the most viable tech tactic you can apply to your website to really maximize your revenue and your pipeline for the website.

multi step form results

And here’s some just examples of the actual client experiences.

So as you see here, again, simple, straightforward experiences that make it easier for their visitors to start and complete a form experience.

And with that said, let’s talk about some of the best practices we’ve seen working with our clients in this area. Now, the first thing you want to consider is, if at all possible, you want to lead this experience, that first question or two, with intent questions. Right? So you want to ask them things that they care about first before you ask them for their name and their email. Right? You want to get them excited and want them to get started and make it easy for them to get started. So intent questions, how large is your organization? What industry are you in? What features do you care about? What’s your role? What are some of your integrations?

The second learning is you want to create momentum. So we want to ideally provide two or three questions that get that intent ball rolling. So here’s an example from one of our clients. But again, the whole goal here is you want to make it easier for them to get started, you want to create that momentum so that they feel committed to the process. So therefore it’s easier for them to convert and complete that final piece of the form that’s going to be the personal information that we need to collect to run the business.

Now the third piece I’m going to call out also is it’s good to also set the proper expectations. So when you provide that form, that multi-step experience, call out the number of steps involved. And when possible, call out what you plan to do with that information. So you can help them make a better choice. Is this going to be passed by your sales team to make a more effective quote or a demo or discovery session? But let them know that this information is not going to be dropped to the floor, it’s going to be used to help provide them a better outcome or experience, which is what they want. That guided treatment. Now, those are some simple best practices. And hopefully, they make sense.

Lessons learned along the way from doing this with our clients.

Pick the right form. Ideally, where the outcome could vary based on their inputs:
-Best working forms -pricing, get started, talk to sales, choosing the right demo or trial, ROI calculators.
Don’t be afraid to ask for more information if the question(s) aligns with user intent. like about your team size, about your feature of interest. It will be easier for them to get started.
It will work for more than just forms. Now that’s a broader topic, so I’m going to save that for another video, that you can access on our site shortly after this one. But those are some lessons learned

How to Get Started

Identify the right form
Figure out the design first
Work with a web development resource to build the interactive form (typically a few days to a week effort)
If you are adding fields work with your marketing automation team to capture the new fields
Run the experience as a test and remember to look at performance by your top segments
Run 1-2 iterations over time to fine-tune the question sequence, visuals, or layout
Expand to other forms on your site.

Don’t overlook this, but you want to expand this to other forms on your site in other areas. So again, I’ll have more about this topic in another video about where else can this work for you on your website. But that’s hopefully enough to have you get started. And then with that said, as I mentioned, come back to the website, I’ll be posting a couple of other videos about, one, how this can be used in other places beyond the form.

Learn More on Multi-Step Experiences

Here are the two more articles to learn about multi-step interactive forms

Go to our website, funnelenvy.com/blog, and you’ll be able to check out the content and hopefully enjoy this and other content that’s similar. And with that said, thank you for your time. If you have questions, just drop me an email. And if you want to see our own interactive quiz, you can hit our website. And that quiz will actually help you evaluate whether you’re the right fit for working with us. So check it out and hopefully we can talk soon. With that, take care.

By James Niehaus|2025-05-12T04:36:54-07:00April 28th, 2021|Conversion Rate Optimization, Full-Funnel Optimization, Lead Management|0 Comments

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