1. @formstack Lance Padgett, Eva McKnight Formstack 6/19/14 #goinboundmktg CAPTURING CUSTOMERS (BEFORE THEY KNOW THEY NEED YOU)

2. @formstack

3. @formstack AN EPIPHANY How we searched our way to a new marketing initiative.

4. @formstack Identifying a trend in product alternative searches.

5. @formstack THE FIRST TEST PAGE Formstacks Wufoo Alternative Landing Page

6. @formstack

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8. @formstack Convincing data and a call-to- action.

9. @formstack TRAFFIC + CONVERSION 25,000+ unique visitors to date 11.3% visitor-to-trial rate 18.7% trial-to-conversion rate 2.1% overall traffic-to-paid customer rate

10. @formstack IDENTIFYING QUALIFIED PROSPECTS 3 strategies to engage the curious lead.

11. @formstack Competitor alternatives Your Company vs. Indirect products/services Research Product/Service Alternatives

12. @formstack Identify Long-Tail Keywords 70% of web traffic comes from long-tail search.

13. @formstack Answer Industry Questions Case Study: Marcus Sheridan @TheSalesLion

14. @formstack TAILORING CONTENT FOR YOUR LEAD SEGMENTS

15. @formstack START WITH ONE MARKET

16. @formstack IDENTIFY MARKET PAIN POINTS

17. @formstack BE SUBJECTIVE-LY OBJECTIVE

18. @formstack RESTARTING YOUR LEAD CYCLE Maximizing the potential of your content.

19. @formstack WEBINARS

20. @formstack SOCIAL CONVERSATION

21. @formstack INFOGRAPHICS

22. @formstack LEVERAGE MARKETING AUTOMATION TOOLS

23. @formstack RECAP 1. Identify qualified prospects through search. 2. Tailor your content for one target market. 3. Repurpose content to engage new or current leads. 4. Use marketing automation and analytics to nurture sales leads.