When posting resources (infographics, e-books etc.) on social media, we tend to put the content behind a lead generation form so we can build our marketing list.
As these new people will enter our database, we find it neccessary to ask for a lot of information - first name, last name, job title, email address, company name.
I wondered if there’s any advise on this? Is this reccomended? I think we’d see higher conversion if we just asked for their email, but then we end up with people in our database and can’t see who they are, which we feel is important for further engagement.
The amount of information you are asking for should equal the value of what someone is receiving. In most B2B cases this is a very contentious point between marketing and sales especially when progressive forms are not an option.
What I say in these cases is that yes, you are correct that less form fields will equate to higher conversions. However, at that point, I would not call them marketing qualified as they need to be nurtured for more information or further qualified to determine who potentially follows up with them. But if this is for a demo or higher interest a visitor who is truly interestered will fill out 4-5 fields.
Thank you, that’s something I hadn’t considered.
I usually keep the form short on social posts and ask for just the fields I truly need. Adding a quick value statement above the form helps people feel the swap is worth it.