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How to Build a B2B Web Form for Optimal Conversion

Dave Lewis CEO DemandGen, Jason Stewart Director of Marketing Demandbase, Shari Johnston Director of Demand Marketing Demand
Convert more leads from your B2B web forms through improved web form strategy, form design and increasing hits to your forms in the first place. Take away easy ways in which you can optimize your web forms to convert more leads today.
Mar 13 2012
62 mins
How to Build a B2B Web Form for Optimal Conversion
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Demand Generation

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  • Early on expectations from B2B buyers in their journey set the stage for marketing and sales to work together. As leads flow in, an agreed-upon plan and process should be in place for lead identification, distribution and follow-up. This optimized plan and process can make a huge difference between smooth sailing or rough seas in the next steps of the journey for the marketing and sales teams and most importantly, the buyer.

    So, what does this process look like, and how can an optimized lead process affect not only the quality of the buyer's journey, but opportunity generation? Join Isaac Payne, Marketing Operations Specialist, and Ali Gooch, Sr. Sales Manager-both of Pardot, as they explore and give us tips on how we can get the most out of an optimized lead process.
  • BDB’s head of PR Alison Owen and guest speaker Fiona Steggles will talk through how to get the most out of every contact with the media. She will cover
    -How to prepare for a media interview
    -How to avoid answering tricky questions
    -How to turn every conversation with a journalist to best advantage
  • 65-90% of the buying process happens before you even know a prospect exists. Which means it’s critical for your marketing collateral to help prospects through the process on their own, particularly with video.

    If you join us at this webinar, you’ll learn:

    • The step-by-step process that today’s buyer follows before purchase and how video can promote movement through it.
    • The types of videos you can produce and where they’ll have the most impact in your buyers’ journey.
    • Ways to approach your own unique buyer’s journey and questions to answer before production.
    • A real-world example from Act-On of how one video is mapped to the buyer journey and what’s considered prior to production.
  • Join DemandGen for an exclusive “State of the Union” address on the Oracle Marketing Cloud from special guest Kevin Akeroyd, general manager and senior vice president for Oracle Marketing Cloud. Coinciding with Oracle’s first ever Modern Marketing Experience (taking place the following week in Las Vegas), David will ask Kevin to share his insights on what attendees can expect at the show -- including the future of Eloqua and Responsys, Oracle’s flagship B2B and B2C marketing automation systems.
  • Modern buyers are self-educating on purchase decisions at every stage of the sales funnel. However, many lead generation professionals reserve the most engaging content formats for specific stages – a strategy misstep that fails to encourage prospects to move to the next stage. Webinars and videos can be used to engage prospects in all phases of the lead generation process, allowing marketers to better qualify leads and pass them to sales teams with more confidence.

    In this webinar Frost & Sullivan will discuss:

    •What moderns buyers expect from lead generation content
    •When to use webinars and videos in the sales funnel
    •Tailoring the message to fit each stage of the sales cycle
  • Predictive analytics is old news in the B2C world with companies like Amazon driving as much as 35% of revenues through their recommendation engine. But over the past year, B2B companies have been adopting this powerful technology to better understand purchase propensity and focus their resources on the highest converting leads, most effective campaigns and best customer expansion opportunities.

    Learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates.
  • Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

    · How an Analytics Center of Excellence make a difference to the company, customers, marketing

    · What is an Analytics Center of Excellence, establishing its purpose, and creating the vision

    · The key functions and capabilities needed

    · The journey’s key stages, associated challenges, and what do you need to do to get to the next step

    · What metrics you should select to measure the value and impact of an Analytics Center of Excellence
  • Marketers often say that they want to be more metrics-driven or that they want to be able to show marketing’s value. In this session we will discuss the ways you can collect the metrics that prove the value of marketing, so you can regularly review and take action on the data. We will also cover the value of benchmarking in order to refine your processes and improve the effectiveness of your marketing efforts.
  • With the economy emerging from recession and businesses looking for new opportunities to reach, engage and attract new and profitable audiences, it is no wonder that talk of “going global” is spreading. According to the CMO Council’s own “State of Marketing” study, 86 percent of senior marketing leaders are looking at global markets thanks to new market sizes and opportunities. And the majority (48 percent) also believe that presenting a strong story via optimized digital channels is the best path to success.

    Despite the opportunities that new global markets present, there are also significant challenges and pitfalls that marketers must avoid to ensure that a relevant, contextual and robust customer experience is actually being delivered in a way these new global audiences understand and value. This is not just a conversation about how to translate a website. In fact, this is often where so many globalization strategies fail. This is a call to turn great digital experiences into globally relevant engagements, regardless of where customers live or what language they speak.

    Join the CMO Council for an in-depth discussion into the new mandates to reach and engage the digital global customer. Experts from Lionbridge, Esri and ISITE will share their perspectives on where and how new strategies must be outlined to address the complexities of staging globally relevant conversations in the new digital world, regardless of whether this new customer is across the ocean or just across the street.

    Some key issues to be discussed in this interactive webcast will include:

    •The new expectations of the global customer—and a call for relevance across all channels
    •The complexities of language, content and engagement
    •The impact of globalization on the bottom line: Are real-time experiences making real advancements in profitability and loyalty?
  • Modern professionals are more connected than ever. This connectivity enables them to source business solutions and grow their careers across a variety of digital channels. The challenge for B2B marketers wanting to connect with these professionals is identifying the channels where their buyers are the most engaged.

    One of these channels is BrightTALK. Millions of professionals and businesses use BrightTALK to connect, learn and grow through shared knowledge and insights. And according to Frost & Sullivan, these professionals are among the most engaged buyers out there. In this in-depth session we'll discuss how BrightTALK helps customers:

    - Include rich media and online events in their content marketing mix
    - Accelerate lead generation with a strategic mix of paid BrightTALK programs
    - Get warm leads who engage with relevant content mapped to the sales funnel
    - Qualify and convert leads more effectively into loyal customers
  • Channel
  • Channel profile
  • “State of the Union Address” on the Oracle Marketing Cloud Solution Recorded: Mar 25 2015 61 mins
    David Lewis, CEO, DemandGen, Kevin Akeroyd
    Join DemandGen for an exclusive “State of the Union” address on the Oracle Marketing Cloud from special guest Kevin Akeroyd, general manager and senior vice president for Oracle Marketing Cloud. Coinciding with Oracle’s first ever Modern Marketing Experience (taking place the following week in Las Vegas), David will ask Kevin to share his insights on what attendees can expect at the show -- including the future of Eloqua and Responsys, Oracle’s flagship B2B and B2C marketing automation systems.
  • The Anatomy of a High-Impact Marketing Operations Team Recorded: Feb 5 2015 63 mins
    David Lewis, CEO, Demandgen, Baxter Denney, Director of Marketing Operations, New Relic
    Join Baxter Denney, Director of Marketing Operations at New Relic, as he gives you a view into the anatomy of a high-impact Marketing Operations team. Baxter will share with you how a world-class Marketing Operations team can drive high growth within your organization.
  • Operationalizing the Demand Funnel Recorded: Nov 6 2014 63 mins
    Kevin Marasco, CMO, HireVue, Hosted by David Lewis, CEO, DemandGen
    Join DemandGen for an exclusive “In the Spotlight” webinar featuring, Kevin Marasco, CMO of HireVue, and learn how he operationalized his Demand Funnel to improve pipeline and get results.
  • How Five9 Doubled Their Lead Volume & Added $8.6M Annually Using Leadspace Recorded: Oct 7 2014 63 mins
    Doug Bewsher, CEO, Leadspace, Doug Sechrist, VP of Demand Generation, Five9, Hosted by David Lewis, CEO, DemandGen
    Join DemandGen for an exclusive “In the Spotlight” webinar featuring client, Five9, on how they implemented Leadspace to double their lead volume. Learn from Leadspace CEO, Doug Bewsher, how the company delivers an automated, closed loop solution so your records are complete, fresh and properly scored against your campaign goals.
  • Double your Inquiry-to-Close Rate with Next Generation Demand Funnel Recorded: Sep 4 2014 64 mins
    Jim Bell, CMO, Jaspersoft, Hosted by David Lewis, CEO, DemandGen
    Jim Bell, CMO of Jaspersoft and winner of the “Return on Integration (ROI) Award at the SiriusDecisions Summit 2014,” will tell his story of how Jaspersoft was able to get more out of the money they were spending on marketing while lowering their investment cost.
  • Just Add Data: The Path to Better Marketing Results Recorded: Jul 8 2014 56 mins
    Kathy Macchi - Data Expert Host: David Lewis, CEO, DemandGen
    Kathy Macchi, our DemandGen data and analytics expert, will share the six principles and recommendations for marketers who want to become best-in-class. Kathy’s focus on analytics is developing models to bring fact-based assessment to lead management that will help marketers build more effective lead generation and nurturing programs.
  • SiriusDecisions & BrightTALK Interview: The Future of Sales & Marketing Recorded: Oct 17 2013 23 mins
    John Neeson, Co-founder, SiriusDecisions & Charlie Blackburn, Co-founder, BrightTALK
    Join the Co-founders of SiriusDecisions and BrightTALK in this video session as they discuss the key themes of the upcoming SiriusDecisions Summit Europe taking place in London 5 & 6 November 2013.
  • How to Be a Revenue God Recorded: Sep 5 2013 48 mins
    David Pitta, Director of Demand Generation, BrightTALK
    Marketers are no longer measuring the success of their programs with simple metrics: opens, clicks, or page views. They are now challenged to align success metrics to prospects, leads, and pipeline development.

    However, is that enough for modern marketers to earn a seat at the revenue table? In order to grow a business, team and career, marketers need to know their contribution to the bottom line. Join David Pitta, as he shares how his team grew revenue in 12 months by 519%, increased the team from 5 to 15 people and furthered his career to senior management.

    In this webinar, you will learn practical and cost effective marketing strategies and tactics that include:

    - Developing a rich-media editorial calendar for your content
    - Winning prospects using proven community based marketing strategies
    - Growing revenue with integrated and measured marketing techniques
  • Optimizing Your Campaign Process Recorded: Aug 29 2013 58 mins
    Hosted by David Lewis, CEO, John Bokelmann, Senior Manager, Campaign Services, Angela Najab, Optimization Manage
    When you think about your next email campaign, is your first thought usually “How on earth am I going to get that done in time?”
    In this “meet the experts” workshop, you’ll discover:
    • The 4 levels of process management maturity
    • How to build an optimized campaign execution process
    • Actionable workflow examples and tactical tools
    These best-practice insights have been honed through thousands of successful campaigns.
  • Deciphering Customer Buying Patterns Recorded: Jun 6 2013 49 mins
    David Lewis, CEO, DemandGen
    How modern marketers can leverage a prospect’s “digital body language” to determine engagement and likelihood to buy.

    Your buyers are evolving and they are changing the buying patterns that we’ve traditionally observed. It’s stating the obvious that B2B Customers will take certain actions and make certain decisions in order to buy your products and services. But are these activities random? Are there patterns you can detect and leverage? Based on qualitative research conducted from companies using marketing automation and CRM systems, this webinar will teach you 10 ways to leverage online buyer behavior for your content strategy, lead scoring modeling, nurture triggering, and sales insight.

    What You’ll Learn:

    - Which behaviors do prospects commonly exhibit early in a buying cycle

    - What type of activity patterns suggest that it’s time for sales to engage with a prospect

    - How can online engagement be used in lead scoring models

    - Which activities should be used to trigger your nurture programs

    - How you should display these behaviors through your marketing automation and CRM system for better sales insight

    Join us for this exciting webinar hosted by David Lewis, CEO of DemandGen International, Inc. (www.demandgen.com) and author of Manufacturing Demand – The Principles of Successful Lead Management (www.manufacturingdemand.com).
  • Integrated Lead Management – How Data Driven Marketing Increases Revenue Recorded: Mar 14 2013 39 mins
    John Sweeney & Richard Harris, DemandGen
    Demand Gen are the world’s leading consultancy for Integrated Lead Management, Marketing Automation and Inbound Marketing. In this webcast John Sweeney and Richard Harris from DemandGen will provide practical insights learned from projects with data driven marketing departments.

    In this session you will discover how a data driven marketing approach feeds an integrated lead management system and delivers an increase in marketing attributed revenue. Content includes case studies from award winning clients leading the successful deployment of marketing automation platforms.
  • Establishing Your Demand Funnel: Having a Process from Click to Close Recorded: Jul 24 2012 48 mins
    Dave Lewis, CEO & Founder, DemandGen International
    Traditionally, the mind of the marketer is on demand generation: filling the funnel for the sales force. Today, while that’s still a key first step toward customer acquisition, Marketing’s role now extends far beyond the top of the funnel: to establishing the “sales and marketing factory.”

    In this webinar, you’ll learn how to align sales and marketing by creating a demand funnel that provides the taxonomy, process, and metrics for effective demand generation.

    You'll learn:
    •How to start the process of aligning sales and marketing
    •Why a Demand Funnel is a critical first step for effective demand generation
    •Sample funnel models and case studies
    •How lead scoring and nurturing interact with the Demand Funnel
    •How the Demand Funnel should used to measure pipeline velocity


    David Lewis is a dynamic speaker, metrics-based marketer, and successful "Inc. 500" entrepreneur. As founder and CEO of DemandGen International, his team educates and works with sales and marketing teams on effective lead management, online marketing, marketing automation, and CRM systems. His speaking style is humorous and energetic; he keeps his audience continually engaged through interaction, sharing stories, and relating experiences.
    With 20+ years of sales and marketing experience, David and has team have helped 100's of the top sales and marketing teams improve their demand generation and customer acquisition programs. His extensive experience will provide you great insight into the challenges and opportunities of the sales/marketing relationship -- which is at the heart of every closed sale.
  • Generating revenue from Inbound Marketing and Social Media Recorded: Apr 12 2012 49 mins
    Claudia Hoeffner, DemandGen; Amber Stevens, SnapApp; Bob Apollo, Inflexion Point Strategy Partners
    Like every other B2B Marketer you need to generate a constant stream of qualified leads for your sales team. Are you finding traditional marketing tactics are no longer as effective as they used to be? It’s because your audience don’t want interruptions and so only a small percentage will ever respond to your outbound efforts. Increasingly, web-savvy prospects start their buying journey independently. They research for the products and services they need long before they engage with sales people. So how will they find your company and your offerings?

    Are you leveraging Inbound Marketing and Social Media to generate Sales qualified leads?

    Join us for our Inbound Marketing webcast with Claudia Hoeffner, Director Marketing at DemandGen, Amber Stevens Director of Marketing at SnapApp and Bob Apollo Founder of Inflexion Point Strategy Partner,
    And learn how to generate revenue with Inbound Marketing and Social Media activities.During this session, the speakers will share a roadmap to increase your reach:

    - Which channels are relevant to you?

    - What results can you expect?

    - Where should you start?

    - What happens after leads covert?


    Attend the webcast, learn from the case study and start building your own Inbound Marketing blueprint.
  • Ausbildung zum Lead Management Consultant Recorded: Mar 28 2012 31 mins
    Reinhard Janning, Nicolai Borowsky, Edgar Reh, Norbert Schuster
    84% aller B2B Geschäfte bahnen sich bereits im Internet an, bevor jemand einen persönlichen Kontakt zu dem Verkäufer aufgenommen hat. Durch die technische Veränderung der Märkte und die Aufgeklärtheit der Web 2.0 Kunden ist Reaktionsgeschwindigkeit enorm wichtig für Firmen, um die potenziellen Kunden auch als Käufer gewinnen zu können.

    In dem Webinar wird die Ausbildung zum "Lead Management Consultant" vorgestellt.

    Mit der Ausbildung werden die Lead Managementprozesse, die verschiedenen Softwarekonzepte und Analyse- und Scoring-Verfahren als Handwerkszeug des Lead Management Consultants vermittelt. Dazu wird sich der Lead Management Consultant im Eigenstudium Wissen aneignen, praktisch umsetzen und Checklisten als nützlichen Leitfaden für den Berufsalltag erarbeiten.

    Der Lead Management Consultant wird u.a. in die Lage versetzt, Lead Management Prozesse in Unternehmen einzuführen, Marketingkampagnen mittels der neuen Kanäle aufzusetzen, zu steuern, Leads zu qualifizieren und entsprechende Analysen der Prozesse vorzunehmen. Damit lassen sich neue Strategien für das Unternehmen ableiten. Lead Management Consultants können sowohl Produktinformationsseiten (sog. Landingspages), die dazugehörigen Formulare und Skripts zur Traffic Messung im Hintergrund erstellen, haben einen sicheren Umgang mit Social Media Kanälen, wissen wie man Content für solche erzeugt, steigern die Kundenkonversationsraten und qualifizieren Leads, entwickeln daraus Interessenten und gewinnen damit schließlich Kunden.

    Erfahren Sie mehr über diese Ausbildung und melden Sie sich an.
  • How to Use Content Marketing & Segmentation to Re-engage a Dormant Database Recorded: Mar 14 2012 48 mins
    John Sweeney, DemandGen & Renee Himelhoch Chemel, Senior Marketing Manager, Global Programs, ECI Telecom
    Join DemandGen for another close up study of Marketing Automation in EMEA. Renee Himelhoch Chemel is a marketing automation and lead-gen advocate with a passion for driving high quality leads to the sales organization. As part of the centralized Corporate Marketing team, she is responsible for prospect and customer engagement. With almost two decades of high-tech B2B marketing and communications experience. Renee is a true believer in face-to-face marketing for the complex sales cycle.

    A re-engagement program is a little like a first date. When you reacquaint yourself with someone, usually, your first statement wouldn't be, "Hello, I love you. What's your phone number?" That would be too forward and scare people away. Instead you want to offer the person something interesting about yourself that would engage him/her in conversation, or ask them a question to get the conversation started. By doing a little online flirting, you offer your potential customers a way to get to know your company.

    By offering your audience an incentive, content, which is part of your market positioning, you begin that first conversation. As that conversation progresses you also begin to profile your customer with advanced segmentation. A re-engagement program is the first step in getting to know your customers better. Jump in and get started, because maybe if you're lucky - you will have them at "hello".
  • How to Build a B2B Web Form for Optimal Conversion Recorded: Mar 13 2012 62 mins
    Dave Lewis CEO DemandGen, Jason Stewart Director of Marketing Demandbase, Shari Johnston Director of Demand Marketing Demand
    Convert more leads from your B2B web forms through improved web form strategy, form design and increasing hits to your forms in the first place. Take away easy ways in which you can optimize your web forms to convert more leads today.
  • Top Tips: Building a B2B Demand Centre Recorded: Feb 16 2012 47 mins
    John Sweeney, DemandGen; Jay Gaines, Sirius Decisions; Kees Henniphof, NetApp & Amit Malhotra, Colt
    Is finding new revenue from prospects or existing customers the biggest marketing challenge you face in 2012? Ensuring that your global marketing investments are fully-integrated, connected to your content and the results are measurable is a business imperative. Meanwhile the "skills-gap" widens as field marketers struggle to acquire the technical skills necessary to utilize the full potential of today's marketing tools.

    One increasingly successful strategy to pursue is the developments of DEMAND CENTRES to provide field marketers with 'on-demand' access to marketing services.

    For this webcast we've assembled a panel of experts to provide "top tips" on building Global DEMAND CENTRES from COLT, NetApp and leading B2B marketing advisor Sirius Decisions
  • How to Use Social Media and Content Marketing to Drive Demand Recorded: Jan 10 2012 52 mins
    Stuart Wheldon, Senior Director, Eloqua & John Sweeney, DemandGen
    It's hard to "cut through" all the marketing noise today. Adopting state of the art technology is just one piece of the puzzle. Creating great content is an essential component of Marketing Automation success. Eloqua is leading the way in generating revenue opportunities through great content and great technology. To demonstrate the point the company is growing at a blistering pace while simultaneously acquiring industry recognition for great marketing campaigns.

    Join our webcast as Stuart Wheldon, Senior Director of Customer Success and Strategy at Eloqua, makes "The Case for Content" . Together with Demand Gen's John Sweeney, this webcast will explore how great content and marketing automation combine to generate revenue.

    Stuart Wheldon is Senior Director of Customer Success& Strategy, EMEA and Asia Pacific at Eloqua.Based in London, he is responsible for managing Eloqua's regional Customer Success Teams and growing Eloqua's customer relationships in these regions.
  • The 4 commandments of Marketing Operations Outsourcing Recorded: Dec 15 2011 46 mins
    Reinhard Janning, Faith Wheller, Nick Porter, John Sweeney
    Reinhard Janning (DemandGen - CEO), Faith Wheller (CISCO - EMEA Marketing Programmes Manager) and Nick Porter (Iron Mountain - Sales and Marketing Director Europe) seek to establish the rules of successful outsourcing.

    According to Sirius Decisions - Marketing Operations is the discipline for " the capture and dissemination of marketing information to the enterprise, be it performance metrics, data or strategy/planning and initiatives and budgets, as well as the systems and processes that help generate this information in a systematic, predictable fashion. "

    Today's panel will discuss how their own organizations get the maximum value from core Marketing Operations functions. When and what to outsource and what lessons they have learned;

    •Strategic Planning Research
    •Technology
    •Process
    •Analytics
  • How marketers can align with sales to enable revenue performance management Recorded: Nov 15 2011 47 mins
    Michelle Levy AVP Marketing Programs, Lead Management, Next Gen Marketing Architect, ECI Telecom
    Join John Sweeney as he shines a light on Demand Generation best practice. Today' webcast features Michelle Levy, AVP of Marketing Programs at ECI Telecom.



    Marketers are under increasing pressure to show their contribution to the bottom line. They have evolved from a demand generation machine that was responsible for generating, nurturing and handing leads over to sales to marketers that are focused on bringing measurable value to their company’s bottom line. The creation of the revenue marketer is the holistic approach to closed loop marketing and this requires sales and marketing to walk down the same path, hand in hand, with the same goals.
    So how do we make that change? Michelle Levy, AVP of Marketing Programs at ECI Telecom will share the formula which led to her team’s successful alignment with a global sales team and ultimately led to the repositioning of corporate marketing as a valuable contributor to the company’s bottom line. She will share their step by step plan on how they leveraged cutting edge technologies together with dedicated support to show to sales the true value of alignment, and the measurable results of this process and the effect it has had on the sales pipeline, active opportunities and closed business where marketing’s influence has made its mark within the sales organization.
A series of webinars on key topics in Lead Management
Our Lead Management Clinic, will focus on the Lead Management Framework, which consists of following topics covered in our webinar series:
- Lead Scoring
- Lead Nurturing
- Lead Capture Using Smart Forms (Progressive Profiling)
- Subscription Management Centers
- Reporting and Measurement
- Data Governance

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  • Title: How to Build a B2B Web Form for Optimal Conversion
  • Live at: Mar 13 2012 5:00 pm
  • Presented by: Dave Lewis CEO DemandGen, Jason Stewart Director of Marketing Demandbase, Shari Johnston Director of Demand Marketing Demand
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