VP Enterprise Marketing @ Wix | Demand Gen & Life Cycle marketer | Mom of 3 under 4
Right now the lead form my team is using to capture leads has an 80% drop off rate - and I couldn't be more thrilled. 😊 Drop offs are usually considered bad. So why does this big number spark Marie Kondo levels of joy for me? Much like for Marie, in the world of B2B leads, less is often more. A few months ago our marketing and sales team were swimming in a sea of thousands of leads a week, but we had so little information about them that it was impossible to prioritize them accurately and handle them with the speed and attention they required. It was only after we had calls with our leads that we would find out many were completely irrelevant. So we launched a new form and we did a couple of things that to some may have been controversial but that have had astounding results. 1. We made the form longer - we went from a single step form to a multistep form that asked twice the number of questions as the original. This gave us way more insight on the intent and product fit of the leads for our Enterprise solution. 2. We added very specific answer choices to our questions - we did that to show our leads through that specificity that they are in the right place. We will continue to iterate on this experiment, and I can't wait to see what else we can do to optimize this funnel and experience the life changing magic 🧝♀️ of tidying it up.
Craig Matthews
8mo
Elegant solution! Hope you're doing well!
Implementing AI Solutions in Digital Marketing Automation | Founder of Slaterock Automation & CMO at Lendtek
8moVery interesting! Can you share a link to the form?