Lead Forms in Storylane - Capturing Your Most Promising Leads
When a customer visits your interactive demo on the website, you would like to capture them as a lead and track how much they progressed through the demo. An understanding of their journey through the interactive demo helps qualify the lead and also what areas of your product they are interested in.
Lead capture has traditionally been the most important signal to label a high intent visitor. Especially if they are directly viewing the product, it signals that they are now looking at features of your product and understanding how it’ll provide them the ROI that you claim.
Lead capture forms are the perfect way to capture these users especially if they have never filled any forms on your landing pages. And no better way then to capture them at the point of their highest interest - i.e. an interactive product tour.
Storylane offers its native lead capture form and integrates directly with HubSpot and Marketo to provide the ability to have flexibility in capturing a variety of information from the user.
Here is a summary of the lead capture form types:
1. Storylane Native Form
It’s quick and provides email and name fields to be captured.
2. Custom Form
You can build any form in your Marketing platform (e.g. HubSpot, Marketo) or CRM and embed it directly into Storylane lead capture form widget. The custom form gives you the ability to to capture additional fields about the user and their company.
3. Landing Page Form
If the Storylane demo is embedded on a HubSpot or Marketo page, then the landing page form can gate the demo. This is especially useful if the user is already a known lead in which case the form will not even be presented and the user can dive straight into the Storylane demo.
Lead Reports in CRM and Marketing Platform
All these leads that get pushed to your marketing platform are now high quality product qualified leads. They are primed for passing on to sales and also creating workflows so that sales can follow through. And you have visibility into how much of the tour they complete.
A comprehensive report in HubSpot / Marketo / Salesforce will let you drill deeper into the journey and success of the demos. The fields that make its way to HubSpot and allow you to filter by engagement are these -
- Demo Name, Demo url
- Demo Time
- Demo viewed date / time
- % of Demo completed
- Demo sessions
- CTA that was clicked and the link that it took the visitor to
With these analytics, one can see the following -
- Which demos are succeeding
- How much of the demo is being viewed, where are the aha moments
- Demo activity per company so that followups from sales and email sequences can be triggered
Here is an example of the report -
Integration through Cookies
Now let's discuss how Storylane integrates with marketing platforms like HubSpot and Marketo.
This is accomplished through HubSpot and Marketo munchkin cookies respectively. These cookies allow these marketing platforms to let Storylane know that it’s a lead and then for Storylane to loop back the demo analytics data so that it’s recorded in the contact properties.
There are two aspects to this -
- Capturing the lead information (company, size, interests etc.) and populating the lead with that information
- Capturing the demo analytics and pushing it as Storylane properties to that lead
Storylane has an exhaustive activity feed which shows the steps the users have been through along with the items in the checklist they went through. It also tracks the time spent on each step. It’s essentially a replay of the journey the user took through the demo.
While this is recorded in Storylane, this lead activity is also pushed to the Marketing automation platform as Storylane demo properties.
Here is the activity view in HubSpot -
Wins with lead capture and activity in their platforms -
More than 60% of Storylane customers use lead capture forms integrated with their marketing platforms. If Salesforce is in use, then the activity and leads from these marketing platforms are pushed to Salesforce where a custom record is created.
Alternatively, direct integration with Salesforce exists as well.
Customers have seen an increase of 30% in qualified leads when invoking Storylane demos and embedding lead capture.
- Storylane gives you an opportunity to add an additional asset at the last stage of the funnel so that you have higher qualified lead
- It's a stronger intent once the lead has filled in the form
Customers like Ignition have been able to increase their trial conversions by 20% with Storylane.
Take a look at the product tour on their website: https://www.ignitionapp.com/watch-the-demo-today
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