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Leverage Pardot Forms as Lead Generation Tools
By Komal Chauhan | December 17, 2020

Forms are very common features on association websites to collect information from visitors, regardless of if they are members or not. The information gathered on forms can help turn anonymous visitors into identified prospects. For example, when a visitor provides an email address in the form while signing up for a free newsletter, you will be able to capture the name and contact information of that user. Therefore, forms serve as ideal lead generation tools.

Forms can further be used to gather more information about the contact. Based on the demographic or preference information, more personalized emails can be sent in the future. Different associations value different information, so the fields can easily be customized to get the most important information required into the marketing database.

Associations use a wide variety of marketing tools (MailChimp, Campaign Monitor, Pardot, HubSpot, Marketing Cloud, etc.), many of which have form functionality. On of the most common platforms associations tend to use is Pardot. Pardot is a B2B Tool built on top of Salesforce, and makes it easy for users to create customized and user-friendly forms based your organization’s needs. While these forms appear advanced, they are easy to handle and maintain over time.

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There are two different form types available in Pardot: Forms and Form Handlers.

Pardot Forms

Pardot forms are designed and managed completely in Pardot. They are easy to use and collect information about people visiting your website or landing page, and can be set up quickly by using the Form Wizard tool. Benefits of using Pardot forms include:

  • Prevents data duplication by merging form submission with any existing prospect with the same email address
  • Includes progressive profiling
  • Invisible bot protection
  • Tracks form views and logs error data
  • Can be embedded in a Pardot landing page
  • Can set up automation rules based on form views
  • Displays customized “thank you” content after form submission

Form Handlers

Form Handlers connect Pardot to external forms, which allows you to funnel prospect information into Pardot. With Pardot’s form handlers, you can keep all your existing, styled web forms and still collect the data in Pardot. fusionSpan recommends form handlers if you have an extensive form infrastructure already in place, need total control of your form’s design, or just want to pass data back to Pardot from specific fields in pre-existing forms. Some features include:

  • Integrates with third-party forms
  • Integrates with Salesforce Web-to-Lead forms
  • Maintains existing web forms that are already styled to your association’s brand
  • Captures information from a form that may be writing information to multiple other databases

Progressive Profiling

Forms do not have to be static. Instead, associations can use progressive profiling to set up iterative forms that enable you to define which fields appear in order to gather even more information about the prospect. Every time a prospect fills out a form, you are progressively collecting valuable new information about them while keeping your form as short and easy to complete as possible. Pardot forms can dynamically change and hide questions based on what you already know about the prospects.

For example, let us say a prospect has already filled out a form with their name, company name, and email. If you want to ask the prospect for additional information, you can use progressive profiling to automatically replace one of the form fields they’ve already answered, like a company, and exchange it for a different field, like a phone number.

The benefits of progressive profiling include:

  • Shorter forms have better conversion rates
  • Progressive Profiling avoids repetition and saves time
  • Users are able to capture more valuable prospect intelligence over time

Completion Actions

Once a user fills out a form, you will want to take next steps with that lead. Pardot has a functionality called completion actions that allow you to immediately perform an action on a prospect record. Below are several examples of completion actions:

  • Automatically add new prospects to a welcome email nurture program/journey
  • Send auto-response after a form is completed
  • Send an email to the prospect asking them to sign up for additional email preferences
  • Assign prospects to a source campaign to later identify their member journey
  • Notify an association staff member that a prospect completed a form

Contact fusionSpan For More Assistance!

As you can see, forms are an easy-to-use yet effective tool. By using forms, you can enhance your customer’s journey and turn unidentified prospects into strong leads.

For more information on Pardot, Forms, or Marketing Automation, don’t hesitate to reach out to our talented Digital Strategy team here at fusionSpan!

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Komal brings three years of information technology and service industry experience to the team, and is experienced in both the Software Development Lifecycle and various automation tools. She has extensive Salesforce experience, including Sales and Service cloud, and is also well-versed in tools such as Marketing Cloud, Pardot, Mailchimp, and HubSpot. Komal is passionate about learning new things and enhancing her skills to deliver the best marketing automation solution possible to clients.

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