By now you have probably heard about Kwanzoo’s in-banner lead form technology, which allows you to collect leads in a form directly inside your ad unit to boost top-of-funnel leads. In-banner form ads can deliver significantly higher lead conversions versus redirecting users to landing pages using traditional banner ads.
Here at Kwanzoo, we have gathered some unique insights running retargeting and display campaigns with in-banner forms across B2B and B2C. The following are 3 quick tips for increasing top-of-funnel lead captures using in-banner form ads:
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1. Use 4 or fewer form fields to increase form fills.
Today, prospects are more reluctant than ever to give out extensive personal information. As a result, top-of-funnel lead captures increase dramatically as you cut the number of fields in your forms. We recommend starting with 4 or fewer form fields – first name, last name, email, and company – to increase your odds of conversion. Once you have captured a new prospect, they can be nurtured down the line using site retargeting, email retargeting, in-email engagement, and other email nurture tactics.
2. Enrich your incoming leads with data append.
Data append allows you to combine data collected inside your in-banner forms by appending data in real-time via APIs from 3rd party data providers (ZoomInfo, Netprospex). Off the corporate email address, you can obtain data for lead scoring such as company size, industry and job title, and lead routing such as city, state, and country. With data append, even with short forms filled out by prospects, you can capture large amounts of lead data on all new prospects.
3. Store your data in real-time in marketing automation (MAP) or CRM.
As a busy marketer you are managing an ever growing mix of publisher websites, retargeting, display, content syndication, and other channels to increase your top-of-funnel lead volume. The faster your leads get into your marketing automation platform to trigger a nurture cycle, the more likely you are to convert an inquiry into a closed deal. With Kwanzoo’s platform, you can capture data gathered from in-banner forms, along with additional fields (such as lead source) and 3rd party data directly into your MAP/CRM in real time. No more waiting for a week or more for a periodic Excel file with lead information from a publisher. Act on them instantly, to increase your closed/won deals.
Have more questions? Drop us a note and we’d be glad to share case studies and campaign examples.