SUMMARY: Lead generation campaigns depend on users filling out registration forms in exchange for white papers or other marketing collateral. In fact, 67% of marketers have a registration barrier, according to new MarketingSherpa data.
But those forms typically ask the same questions, regardless how often a prospect visits your site. See how one B-to-B marketer developed five forms that asked different questions each time a user accessed another piece of marketing content.
The technique has doubled the number of leads and cut in half the number of abandoned leads because of a lack of qualifying data.