Marketo Optimized Lead Form Conversions by 34% with ReachForce SmartForms

[mk_page_section bg_image="http://reachforce.wpengine.com/wp-content/uploads/2017/10/marketo.jpg" bg_repeat="no-repeat" bg_stretch="true" enable_3d="true" bg_gradient="left_top" video_color_mask="#82bc00" gr_end="#5b6670" video_opacity="0.9" min_height="0" full_width="true" padding_top="120" padding_bottom="90" skip_arrow="true" top_shape_color="#ffffff" bottom_shape_color="#ffffff" sidebar="sidebar-1"][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_row_inner][vc_column_inner width="1/3" css=".vc_custom_1507653594074{padding-left: 0px !important;}"][/vc_column_inner][vc_column_inner width="1/3"][mk_image src="http://reachforce.wpengine.com/wp-content/uploads/2017/10/marketo-white2.png" image_size="full"][/vc_column_inner][vc_column_inner width="1/3"][/vc_column_inner][/vc_row_inner][mk_fancy_title tag_name="h4" color="#ffffff" font_weight="600" margin_bottom="0" font_family="none" align="center"]

Shorter Online Forms Shouldn't Result in Reduced Data Quality

[/mk_fancy_title][mk_fancy_title tag_name="h4" color="#ffffff" size="20" font_weight="400" font_family="none" align="center"]How ReachForce Optimized Marketo's Form Conversions By 34%[/mk_fancy_title][/vc_column][vc_column width="1/6"][/vc_column][/mk_page_section][vc_row][vc_column][mk_padding_divider size="50"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_fancy_title size="24" font_weight="600" txt_transform="uppercase" margin_bottom="0" font_family="none"]

Our Client

[/mk_fancy_title][vc_column_text]Marketo, the fastest growing provider of social marketing automation and sales effectiveness software, thought leadership, and best practices for Revenue Performance Management, has always put a high priority on analysis and refinement of their own tools and processes for increased efficiency and effectiveness.[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider size="20"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_image src="http://reachforce.wpengine.com/wp-content/uploads/2017/10/marketowebsite.jpg" image_size="full"][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_fancy_title size="24" font_weight="600" txt_transform="uppercase" margin_bottom="0" font_family="none"]

The Challenge

[/mk_fancy_title][vc_column_text]Although Marketo experienced an increase their conversion rate using shorter forms, the reduced quantity and quality of data captured by those forms hindered key processes such as scoring, routing, and segmenting incoming leads prior to the hand-off to sales. Marketo looked to ReachForce for a solution to help bridge that gap.[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row disable_element="yes"][vc_column width="1/6"][/vc_column][vc_column width="1/3"][mk_custom_box corner_radius="4" bg_color="#1e7e3d"][mk_font_icons icon="mk-moon-checkbox" size="x-large" align="center"][mk_fancy_title color="#81d742" size="48" font_weight="600" font_style="italic" margin_bottom="0" font_family="Playfair+Display" font_type="google" align="center" drop_shadow="true" shadow_distance="1" shadow_blur="1" shadow_color="rgba(216,216,216,0.5)"]The Good[/mk_fancy_title][mk_fancy_title size="18" font_family="Roboto" font_type="google" align="center"]Marketo's shorter forms resulted in a significant increase in conversion rates.[/mk_fancy_title][/mk_custom_box][/vc_column][vc_column width="1/3"][mk_custom_box bg_color="#dd3333"][mk_fancy_title font_family="none"]The Bad[/mk_fancy_title][mk_fancy_title font_family="none"]While conversion rates increased, data quality decreased.[/mk_fancy_title][/mk_custom_box][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_fancy_title size="24" font_weight="600" txt_transform="uppercase" margin_bottom="0" font_family="none"]

Our Approach

[/mk_fancy_title][vc_column_text css=".vc_custom_1507676395797{margin-bottom: 0px !important;}"]After conducting extensive internal testing with shorter website registration forms, Marketo increased conversions by a significant 34%. However, the shorter forms resulted in a lower quantity and quality of data being captured and hindered key processes such as scoring, routing, and segmenting incoming leads prior to the hand-off to sales. Marketo looked to ReachForce for help.[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider][/vc_column][/vc_row][vc_row css=".vc_custom_1519707952136{background-color: #fbfbfd !important;}"][vc_column][mk_padding_divider][/vc_column][/vc_row][vc_row css=".vc_custom_1519707942863{background-color: #fbfbfd !important;}"][vc_column][mk_testimonials text_color="#1e333f" font_size="25" font_weight="400" testimonials="9711"][/vc_column][/vc_row][vc_row css=".vc_custom_1519707961511{background-color: #fbfbfd !important;}"][vc_column][mk_padding_divider][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text css=".vc_custom_1507676412729{margin-bottom: 0px !important;}"]SmartForms went well beyond a boost in conversion rates and also impacted lead latency within the organization’s sales teams by shaving hours, and in some cases days, off Marketo’s qualification process.

“It’s not often we find a solution that dovetails quite as neatly with our core values and promises to our clients,“ confirmed Miller. “SmartForms is one of the few that fuses both web form best practices and clear revenue implications to the point that we actively promote it as an element of our “secret sauce for marketers.”[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_row_inner][vc_column_inner width="1/3"][mk_milestone align="center" stop="34" speed="797" suffix="%" text="Optimized Form Conversions" text_color="#62ba39" text_size="30" font_family="Roboto" font_type="google" font_weight="600" desc_size="20"][/vc_column_inner][vc_column_inner width="1/3"][mk_milestone align="center" stop="10" speed="797" suffix="%" text="Increased ROI on Online Platforms" text_color="#62ba39" text_size="30" font_family="Roboto" font_type="google" font_weight="600" desc_size="20"][/vc_column_inner][vc_column_inner width="1/3"][mk_milestone align="center" stop="23" speed="797" suffix="%" text="Increased Sales Productivity" text_color="#62ba39" text_size="30" font_family="Roboto" font_type="google" font_weight="600" desc_size="20"][/vc_column_inner][/vc_row_inner][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text css=".vc_custom_1507672767127{margin-bottom: 0px !important;}"]Additionally, Miller relayed that since adopting SmartForms, the type of high-value data points Marketo is able to capture contributed to enhanced conversions and an increase of ROI across all online programs by up to 10%, and the reduced time spent researching and reassigning incoming leads has increased productivity in the Sales Development team by 23%.[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider size="20"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_custom_box bg_color="#f4f4f4" background_hov_color_style="image" bg_hov_color="#f6fbff"][mk_icon_box2 icon_size="32" icon="mk-moon-file-download" icon_color="#83ba23" title="Download Case Study" title_size="26" title_weight="bold" title_color="#83ba23" title_top_padding="0" title_bottom_padding="0" description_color="#83ba23" read_more_url="/wp-content/uploads/2017/10/casestudy_smartforms_marketo.pdf"][/mk_icon_box2][/mk_custom_box][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider size="20"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_divider style="thin_solid" thin_single_color="#f7f7f7" thickness="2"][vc_column_text css=".vc_custom_1507677493962{margin-bottom: 0px !important;}"]SmartForms works with the leading marketing automation, CRM and web form solutions to add robust data points in real time. Contact us to find out how SmartForms works to accelerate your landing page conversions, lead scoring, lead nurture, lead routing and increase your sales pipeline.[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider size="60"][/vc_column][/vc_row]

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