Formstack Report Reveals 45 Percent of Marketers Can’t Tie Marketing ROI to Specific Brand Touchpoints

Written by Formstack on February 10, 2016

Posted in Press Releases, Reports + White Papers

“The State of Lead Capture in 2016” report pinpoints main obstacles in lead generation and provides strategies for better results

INDIANAPOLIS (Feb. 10, 2016) – Formstack, a provider of online form conversion solutions, today announced the release of its “The State of Lead Capture in 2016” report. This survey report details the top three problems marketers face when generating leads and the top five ways to improve lead quality and quantity. The report also breaks down the ways B2B and B2C marketers evaluate and optimize campaigns, determine return on investment (ROI) and track metrics.

Formstack collected data from managers, directors, vice presidents and C-level executives from more than 200 small to midsized businesses nationwide. Those who completed the survey came from several industries, including SaaS, B2B marketing, media and publishing, education, and retail and e-commerce. The goal of the research was to gain new insights on current lead capture practices among marketers.

“By identifying where our customers stand in terms of lead capture—their struggles, opportunities and goals—and shedding light on common issues, we can provide best practices for nurturing leads and increasing conversions,” said Chris Lucas, VP of Marketing for Formstack. “We hope to see improved client success when we analyze data, evaluate common concerns within the industry and provide realistic and adaptable solutions.”

The report reveals several key findings about the current state of lead capture, including that 45 percent of the marketers surveyed can’t confidently tie marketing ROI to specific touchpoints with their brand. Furthermore, 78 percent of marketers rely on Google AdWords and social media advertising to get their messages out, but when trying to prove ROI on marketing spend, 64 percent either don’t know where to start or are experiencing issues with misaligned marketing channels.

Additional key findings:

  • The top information used by marketers to inform paid optimization strategies is analytics (27 percent), followed by conversion rates (20 percent) and A/B testing (17 percent).
  • 23 percent of marketers attribute their best leads to organic website traffic, while 17.5 percent credit referrals and 16 percent credit email marketing.
  • The biggest generator of high-volume leads is on-page conversions on websites (24 percent), followed by email marketing (18 percent) and pay-per-click ads (17 percent).

To review the full “The State of Lead Capture in 2016” report, please visit

About Formstack
Formstack is an easy-to-use online form builder that makes it simple to capture and manage data. Create and publish branded web forms with no coding knowledge using the tool’s drag-and-drop builder. Embed published forms on your website or content management system (CMS), or share them using a unique link. All responses submitted on Formstack forms are stored in a user’s secure online account, making it easy to share data or export it to a PDF or Excel Doc. Formstack integrates with more than 35 other web tools, eliminating the need to manually transfer data to other applications. Learn more about how Formstack can save time through automated data processes at

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