B2B Lead Generation: Capturing Accurate Information on Forms
Last Friday, someone filled out this form to download content. It’s exactly the theme of this post. People lie.
(By the way, we no longer deliver the content after the form is completed, we email a link to the content. This ensures they use a valid email address.)
First Name : zxzx Last Name : zxzx Email (valid corporate email address is required) : firstname.lastname@example.org Job Title : Sales Leader Phone # : sdsd Web Site URL : dsds
Vince Giorgi writes the blog TouchPoint City and he recently wrote a very
provocative post called The Big Lie of Lead Generation.
I wish to comment about it there.
The big lie Vince cites is this.
People put fictitious information on registration forms on your landing pages. Why? They don’t want to opt in to your telemarketing and email campaigns.
More than 1/2 admit to faking phone numbers. When asked why they put in fake information, almost 3 out of 4 cited “Avoid follow-up sales calls or marketing contacts.”
Even IBM screws up. In a recent CMO study, they ask for not only name and email, but phone number, company size, street address and phone number.
I abandoned it and I bet a lot of other people did too. Really dumb move by IBM – asking WAY too much.
What’s the marketing take-away here?
Earn trust and use progressive profiling.
It’s not enough to capture information – a people who don’t trust your company don’t provide accurate information. Your brand is important, people must trust it.
This is why you need a good, frequently updated blog (this blog posts 7 days a week) and to be active on social media – listening and sharing.
Becoming a thought leader and establishing a trusted company, like Find New Customers, (who’s motto is “Always be helping”) is key in getting accurate information.
What do you think? We love comments and our subscribers.
How many leads will you need to make your quota? Use our free calculator.
Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers. Find New Customers helps companies rapidly grow revenue by transforming how they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or by emailing sales at findnewcustomers.com.