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SmartForms: Real Time Webform Data Enrichment

ReachForce  |  Applications
Shorten web forms and get B2B marketing data enrichment with SmartForms for precision lead scoring & lead routing to accelerate conversions.
Marketo Integrated
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Main Features
  • Short Forms yet rich data
  • Better Lead Scoring, Routing
  • Increased Conversions
  • Data Appending

SmartForms makes every inbound B2B Marketing Lead a Rich Real-Time Data Event Proven to Accelerate Marketing and Sales.

Shorter web forms help optimize landing page conversions, but force B2B marketers to give up the actionable marketing data necessary to drive lead scoring, lead routing and precision nurture. With ReachForce SmartForms, web forms can request minimal registration data from prospects, but marketers receive a wealth of data including complete company mailing address, main phone number, company revenues, employee count, industry and much more, in real-time as leads enter your Marketo system.

Companies who have switched to a shorter SmartForms solution report they get so much information from one prospect web visit that they no longer require progressive profiling to complete the lead profile, or can focus their profiling efforts on BANT or other customer-specific information. A SmartForms data enriched lead can immediately trigger correct precision lead routing, lead scoring & accurate segmentation.

With the increasing importance of content marketing, SmartForms can also be added to any blog content page to capture leads in any part of the web marketing mix and build full lead profiles in Marketo.

SmartForms Easily integrates into Marketo and any CRM

Whether for webinar registration, paid search landing pages, content marketing, email response landing pages or contact forms - SmartForms will make every B2B sales lead captured a rich data event. Our case study data shows marketers get increased landing page conversion rates, decreased cost-per-lead, increased ROI from inbound marketing spend, faster profiling and in one case, a 40% increase in sales pipeline each quarter since SmartForms was implemented thereby accelerating revenue growth.

Designed to work on any web form on any web site or blog, CRM or basic web to lead form, SmartForms is currently enriching inbound lead data for customers using leading marketing automation tools like Marketo and CRMs including Microsoft Dynamics, Salesforce, Siebel, NetSuite and Sage.

SmartForms leverages ReachForce's deep marketing expertise, proprietary technology, and the largest high quality business data set in the industry to drastically reduce the number of required fields on existing forms while capturing in real-time the critical information needed for lead scoring, lead nurture, sales routing, targeting & marketing segmentation.

Marketo Integration

ReachForce SmartForms integrate additional data fields to your Marketo forms. This additional data is passed into your Marketo system along with the your visible lead form questions using hidden fields, making this data immediately available to your Marketo and CRM lead scoring, lead routing, campaign and program triggers, progressive profiling and nurture programs. 

Implementation Steps

  1. Select append fields and other options.
  2. Target high traffic forms.
  3. Add custom prefixed fields to CRM, Synch to MA
    (e.g., RF_ConfidenceLevel, RF_Site_Company, RF_DHQ_Company).
  4. Clone Form, Add Hidden Inputs, Send URL.
  5. Get SmartForms Token ID.
  6. Map Form Input Fields & Elements.
  7. Modify Form Submit Action.
  8. Post-Configuration Check / Troubleshooting.

 Client Steps are 1-4, ReachForce CSM and Solutions Teams handle Steps 5-8.  SmartForms is extremely simple to setup and the deployment time can be measured in as little as hours, however, most clients are completely finished within a week.


Knowledge & Requirements: 
The ability to create custom fields in your CRM and/or Marketing Automation system, edit the HTML on your registration page & a basic understanding of JavaScript, HTML, and CSS.

Not using Salesforce? 
SmartForms work with any CRM and field mapping support is always included by our legendary ReachForce Customer Success Team.