In this webinar, you will learn: 1 - Why lead attribution is so important 2 - How to nurture your prospects to the final sale 3 - Lead segmentation best practices 4 - How to personalize your messaging for every lead

1. How to Create a Lead
Conversion Machine
A WEBINAR BY
AND

2. How to Create a Lead Conversion Machine @emmaemail | @iamandrewclark | @formstack | #collectleads2
Formstack is a lead capture and conversion
software that helps marketing teams convert
online traffic into revenue.

3. How to Create a Lead Conversion Machine @emmaemail | @iamandrewclark | @formstack | #collectleads3
Join the conversation on Twitter!
• @formstack #collectleads
• This webinar is being recorded and will be emailed to
registrants.

4. How to Create a Lead Conversion Machine @emmaemail | @iamandrewclark | @formstack | #collectleads4
Jamie Bradley Andrew Clark
Andrew is the Product Marketing
Manager at Formstack.
Jamie is the Content Marketing
Strategist at Emma
@jamiebradley @iamandrewclark

5. 5 How to Create a Lead Conversion Machine @emmaemail | @iamandrewclark | @formstack | #collectleads
The Marketing Funnel
SEO, paid search, ads, etc.
Pique interest with compelling content
Collect information for further engagement
Continue to keep their interest, prep for close
Turn your lead into a customer!
Attract
Engage
Capture
Close
Nurture

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SEOPaid Search
Social Media
Content Marketing
Display Ads Guest Content
Referral Traffic
PR
Email Marketing
ATTRACT

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1%
99%
10%
90%
1% of 1,000 10% of 300
ENGAGE

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Conversion is Key
ENGAGE

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Offer Content Talk to Sales
ENGAGE

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Attract
Engage
Capture
Close
Nurture
The Moment of Truth!
CONVERT

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CONVERT
96
4
Will come back
Gone forever
96% of Visitors who don’t convert
the first time never will
- WordStream

12. How to Create a Lead Conversion Machine @emmaemail | @iamandrewclark | @formstack | #collectleads12
If offer is good, optimize your form. Three things:
Make it
easy
Focus on content,
not style
Test and
analyze
CONVERT

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Analyze & Attribute
ANALYZE & ATTRIBUTE

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What does it do?
ANALYZE & ATTRIBUTE
Know where
your leads are
coming from
Determine which
efforts drive leads and
which do not
Optimize your spend
and get exponential
results

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ANALYZE & ATTRIBUTE
Google Analytics

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ANALYZE & ATTRIBUTE
Lead Attribution

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ANALYZE & ATTRIBUTE
Lead Attribution

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NURTURE
Nurture

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Questions?