Every business wants to get more data, and even better, more accurate data, from the leads they've generated through their landing pages and forms. Other than improving lead generation efforts and increasing form fields, how can you increase data across the board?
Let's dive into a few ways your marketing team can get more data from your leads by creating more data-driven landing pages and forms. Use these tactics to both improve lead generation and enhance the data and information you're receiving from each person who fills out your data capture form.
1. Revisit your form fields.
One rule of thumb to keep in mind for lead generation forms is the more fields you have, the less likely someone is going to take the time to fill out your form. So you want to keep your forms extremely simple for top of the funnel lead generation, but include more fields and data points in forms that are further down the sales funnel.
However, if there is specific data that you need in order to close a sale, don't hesitate to ask for a little more. See if there are one or two more fields you can add to increase your data intake, like company name for B2B companies or zip code, to get a little more insight on a data lead.
2. Create UTM tags.
Creating UTM tags to add to the end of your URLs is a great way to gather insight as to where the lead originated. UTM tags are tacked onto website permalinks to let a business know where their referrals are coming to.
Your marketing team can easily create UTM tags with this free URL builder from Google based on campaign information. This can better assist your data marketing efforts in knowing which campaigns and referring pages are most successful so that you can focus your efforts on improving the strategies that are already working.
3. Use data management software.
Data management software can help your marketing team in many ways. Not only does it help you find even more data from the people who fill out your forms, but it helps to house it, manage it, and keep it clean for you. This is essential to good data marketing because you need to know what data actually matters to your bottom line.
Using a tool like this may not necessarily help you gather more data, but it will help you to gather better data. Better data is really what matters when it comes to lead generation, lead nurturing, and closing sales. You need to know the important things about your customer, not all of the noise surrounding the essential data.
Lead generation should be a completely autonomous strategy within your business in order to optimize the number of new leads that you have coming in. The only time your marketing team should be doing manual work with lead generation is when you're creating a new campaign or lead magnet. After that, everything should be automated using your martech stack and your data management platform.
Many CRMs automatically track call information, emails sent out (as well as email data like opens and clicks), and more. Utilizing technology like this within your data marketing strategy is essential to get as much data as possible from your leads as they go through your sales process.
There's a new shortage of data-driven marketers, a shocking fact when marketers realize how essential data is to increase sales and conversions. Learn more about data-driven insights so you can help your marketing team generate more data for each new lead.