B2B Lead Generation : Filling Out The Form

There are some perennial issues that every business has to face with regards to B2B lead generation in particular, one of them being designing the form that needs to be filled by prospects. Too long or too short. Too objective or too tedious. There are many considerations that need to be taken into account. After all, it’s about the future of the business that’s at stake. In technical terms, these results are measured by the means of a conversion optimization ratio, or CRO ratio. There are multivariate tests being carried out, and good results generally go as high as 40% more leads from the same traffic.

It has been observed that the highest lift, so to speak, comes when the B2B lead generation form is modified. Now, it’s a known fact that forms are generally the least appealing thing as far as a consumer is concerned, since they’re very boring, and far less attractive when one compares them the preceding step, which is generally a visually jazzed up banner ad or e-mailer. However, by making minor changes, one can achieve significant levels of success. For instance, when one talks about the number of fields, the general rule of thumb following common sense, is to include as less fields as possible. After all, the less effort prospects have to make, the more they’ll prefer it. However, when one talks about lead quality the ball game is quite different. So, juggling higher conversions and higher meaningful conversions can be quite a daunting challenge, which is why it’s better to try an A/B test, wherein customers are given the option to add their comments or suggestions in the longer form, by most companies, since it gives customers a chance to talk to the brand without imposing it upon them. The takeaway from this is that customers need to have higher perceived value with regards to the form being filled.

The next consideration with regards to B2B lead generation forms is whether or not all fields should be mandatory. However, this is essentially another form of restriction or imposition for the customer. Nobody likes being told what to do. Instead, it’s much better to let prospects use their own intelligence. If someone is truly interested, they would certainly fill in all the necessary fields to make sure they are reachable. Other details can obviously be acquired once contact has been made. In the end, it’s all about making things easier, and less complicated.