| It's standard practice to generate leads by requiring | | | | questions with each form. Use cookies to identify the |
| web site visitors to exchange personal information for | | | | unique visitor, and if the visitor doesn't have cookies |
| quality content and/or collateral. Walking the fine line | | | | enabled, you can also track identical users by asking |
| between asking for too much information (and scaring | | | | them to register with their email address. The goal is to |
| prospects off) and asking for too little takes finesse. | | | | get more qualifying information with each round of |
| Here's a simple way to glean more information from | | | | registration. |
| prospects, qualify leads, and keep those visitors | | | | 4. Score the leads and give them to your sales people. |
| returning to your site. | | | | Score the leads based on both the kind and quality of |
| 1. Identify themes based on why visitors come to your | | | | information provided. For example, even if you got |
| site. This will usually be broken down by the kinds of | | | | quality information from the prospect, they wouldn't |
| information and/or product you sell or the services you | | | | score well if they answered that they have no current |
| provide. For example, a Network Services company | | | | projects and no budget. A typical scoring system might |
| might identify these themes: Disaster Recovery, IP | | | | be: |
| Address Management, Network Access Control, DNS | | | | |
| DHCP Infrastructure, and Voice Over IP. | | | | A - high quality, inside sales follow up |
| 2. For each theme, develop five pieces of collateral or | | | | B - good quality, inside sales follow up |
| content you want site visitors to acquire. This can be | | | | C - moderate quality, inside sales follow up as time |
| whitepapers, data sheets, a webinar, you name it. Your | | | | allows |
| goal is to walk each user through acquiring all five of | | | | D - marketable opt-in lead, no follow up required |
| these pieces. | | | | E - purchased/acquired list, non-opted in |
| 3. Develop unique registration forms for each | | | | F - junk lead |
| interaction. The trick is to keep the forms short with no | | | | Believe it or not, implementing this system will allow you |
| more than five or six questions each so that users | | | | to not only generate higher quality leads, but also |
| don't stop mid-form. And, instead of asking the same | | | | double the number of leads you receive because |
| questions over and over, ask a different set of | | | | you're using shorter, more user-friendly forms. |