Gotta Have It: Web Registration Form
Below, Sewell's main reasons:
- Offering up pre-populated forms on landing pages gives contacts the opportunity to update or correct existing information, and that improves the quality of your CRM data.
- Without a registration form, you'll be unable to implement progressive profiling—i.e., asking additional qualifying questions of prospects based on what you already know.
- A click-through can be instinctive, a whim, idle curiosity, even an accident and it does not demonstrate either interest or intent in the same way that an actual registration does. If you track clicks and not registrations, you'll be measuring response, generating sales alerts and assigning lead scores based on an action that is less than an actual response.
- If the email gets forwarded to a colleague, influencer or decision-maker, you'll miss the opportunity to capture that new person's contact information.
The Po!nt: Pre-populated registration forms demand little of your prospects, but still give you the information—and permission—you need to nurture them.
Source: The Point. Read the full post here.
Want to drive B2B sales in 2010? Join us May 3-5 in Boston at the MarketingProfs B2B Forum and get direct access to B2B marketing stars from Forrester Research, Cisco, Microsoft, SurePayroll, SAS, and more. Learn best practices and get free expert advice! Register today.
→ end article preview
Read the Full Article