Let’s face it, no one likes filling out a long form to get to unlock a piece of content. When buyers are in the middle of researching a product or service, they don’t want to stop what they’re doing to give away their personal information, especially if they know what this will likely mean (continuous phone calls interrupting their day and constant emails filling up their inbox).
The B2B audience is conditioned to complete forms to gain access to eBooks, webinars, white papers, etc. But there is a better way.
Here’s why lead generation forms are dead:
Lead generation forms are boring. They’ve become so commonplace, no matter how creative or different your company is, your landing page will look just like the next one. Site visitors aren’t going to wow over a static form asking for their name, company, title and email. If you don’t capture their attention in a matter of seconds, you’ll lose them pretty quickly.
On the other hand, interactive content is 94% more effective in converting web traffic. With tools like chat and video, you can grab prospects attention, have real time conversations and create an overall better customer experience.
When someone has to take the time out of their busy day to fill out a web form, there’s likely going to be some backlash. They want content and they want it now. They don’t want put effort into filling out your 15 field form, especially if they’re worried about getting spammed. In the off chance they do fill out your form, they might not deem your content worthy of the effort they went through to get it, tainting their perception of your brand.
Because forms are static and one-directional, you only get the information users decide to fill in—that’s it. In order to avoid your phone calls or email blasts, many will provide a fake or unattended email address to pass the form, tainting your list quality and requiring more time and resources to clean up your CRM data. On the bright side, you might get to read some funny fake email addresses like “Fake@fakefake.com” or “email@example.com.”
Gating your content prevents it from being indexed in Google. Basically, this means it has no SEO value. The spiders that crawl the internet don’t fill out lead gen forms so when they reach them, it’s like hitting a brick wall. Gates also inhibit social sharing and inbound links that can boost your ratings in search engines.
Gated content and lead generation forms aren’t the only way. On Koble, buyers can toggle their identity to “Someone at [Company Name].” This way, they can research, read and engage with companies content anonymously—with no need to fill out any forms or worry about getting spammed.
Companies can easily track prospects’ behavior and live chat with them while they’re on the platform and likely at their desk. Because Koble requires a validated corporate email to sign up, vendors can be sure they’re talking to a quality lead and when the prospect is ready to do business, they can reveal their identity.