Using smart forms with Qualified allows your existing lead capture form to qualify leads on-the-fly and route your most qualified visitors to your sales reps in real-time.
Traditional lead forms often come with the expectation that visitors coming to your website will have to wait hours or days to talk to your sales team. Smart forms allow you to alert your reps in real-time to those hot prospects on your site ready to talk with sales, or book a meeting with your sales team for a later time. No more back and forth scheduling required!
In this article, we’ll walk you through setting up your existing Marketo lead forms to be smart forms that work with Qualified to generate leads and responses to those leads faster.
Getting Started
It all starts with understanding how your Marketo lead forms work. Let's look at a sample "contact sales" lead form that was generated by Marketo and the block of JavaScript (Marketo embed code) that is on your website which dynamically creates the form. If you use Marketo, this probably resembles a form on your website today:
The HTML (embed code) behind the Marketo lead form shown above
<script src=“//app-sjqe.marketo.com/js/forms2/js/forms2.js”></script> <form id=“mktoForm_621”></form> <script> MktoForms2.loadForm(“//app-sjqe.marketo.com”, “718-GIV-198”, 621); </script>
Set Up Your Fields
Define your Visitor Fields in Qualified
First, you need to define your visitor fields in Qualified if you haven't yet done this already. It's is generally a best practice to have fields set up that include everything you currently capture in your lead forms today and everything that you're currently mapping to/from Marketo.
To view your visitor fields to make sure there is a field for each form field, you'll want to navigate to visitor fields on your Qualified left-hand side navigation. You can also verify the Marketo field mappings by navigating to Marketo --> Lead Mapping.
Set Up Your Form Experience
Next, determine what experience you'd like your visitors to have when someone fills out your Marketo lead form. Do you want to route everyone to your sales team or only those people who fit your certain qualifications? Do you want every visitor that fills out the form to be offered a meeting?
In either case, you'll want to set up a Form experience within Qualified. By doing this, you'll then tell Qualified to trigger this experience specifically when people fill out your Marketo lead form.
To create your experience, navigate to Experiences --> Forms in your Qualified account.
1) Configure your Form Trigger
The first step to creating a Form Experience is selecting the Marketo form that should trigger the experience. There are two ways to do this. You can directly select a Marketo Form or, if your form is hosted through another form provider or custom code, use a Custom Form.
2) Define your Marketo Lead Configuration
Once the form is selected, it's time to select the Marketo lead configuration to determine if Qualified should wait for a Marketo lead to be created, or run the experience right away. The following options are available.
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Don't wait for Marketo lead creation- recommended and fastest option! With this selected, any visitor field mapped to a form field (as visually identified in the Form fields section) will be filled upon form submission and can be used immediately within Qualified.
- For orgs using Custom Forms, this is the expected behavior.
- Wait for Marketo lead creation. With this selected, Qualified will wait up to 10 seconds for prospect creation before continuing. You may want to use this option when routing or qualifying based on information not included in the form.
3) Build your Form Experience
Once the form is submitted, the experience will flow through the steps defined within that experience. Experiences can branch to qualify specific users, offer meeting times, push to connected systems, and much more. Build your experience for the selected form and be sure to Save!
4) Test your Form Experience
Finally, you can test the configured qualification rules to fire in real-time based on any of the values submitted in your form. This will be specific to your company of course, but for the sake of simplicity, let's say that we want to qualify a lead if the company size is greater than 100 employees.
Now, when someone fills out your Marketo lead form and states that their company size is 100+ employees, Qualified will immediately offer a Meeting Booker, or alert your reps and present the qualified lead with an open door to chat with or talk to your sales team...instantly.
The visitor information in your form will still be submitted to Marketo and if they met your Qualification rules they will be presented with your Qualified experience. If they don't quite match your rules, they'll be given your default message after form submission.
If you have a Salesforce push step within the experience, the visitor will be created as a lead in Salesforce and as a lead in Marketo. Because of the sync between Salesforce and Marketo, you won't have to worry about duplicates as Marketo will merge any leads in Salesforce that have the same email address as your leads in Marketo. It's recommended to include a Salesforce push step in order to create Event records for Meetings Booked via. Qualified and attach to any relevant Campaigns.
Summary
Smart forms allow your existing lead capture forms to qualify leads on-the-fly, immediately when the form is submitted. When your smart form is submitted and the lead information meets your qualification criteria, the information goes to your backend database and a conversation is opened in real-time for the qualified lead and your sales rep to have an immediate meeting. Instantly talk to your qualified leads the moment they fill out your lead forms, no waiting, zero minute response time. Instant conversations result in instant conversions for sales.
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