What fields to ask in your marketing forms?
Launching a new marketing campaign or revamping an existing and trying to determine what info to capture through the form submission. It’s common to think about how to cut down the fields being ask for the least possible and not impact conversion rate in a negative way.
While that is true in some cases the better question to ask is: What information do you actually need to ask for?
When you collect email, you can easily find via LinkedIn or even simple enrichment built in to HubSpot the company name, industry, location, size, revenue, etc. The data from enrichment services is never 100% accurate but certainly is directionally for established businesses with more than ~20 employees.
So asking for a lot of this general information is pretty pointless and really doesn’t help much for marketing or sales.
The questions that should be asked are those that you can’t get from a quick google search or enrichment service.
Here are some examples:
What are you interested in?
What’s your biggest challenge with a specific value prop?
Why are you interested in X?
How are you solving X today?
The main goal of these questions should be two fold:
Getting standardized data on their interests that can be used for nurturing.
Asking open ended questions that sales can use to dial in their talking points for call/email follow up.
People love to talk (especially about themselves) so giving them the opportunity to do that in a form can keep conversion rate up and capture info that otherwise isn’t available via a quick search.
Just be sure once the info is captured to utilize it and not ask for the same thing again. Hint: progressive profiling is your friend.
