A marketing site exists to generate interest in your product and generate leads for your sales team. All the content on there is working to funnel visitors to the component on the site that turns them from visitors into leads—an inbound lead capture form.
Lead capture forms, or lead generation forms, are forms on your site that ask for a person's information in return for something valuable to the visitor. This “something else” could be:
- A daily or weekly newsletter from your blog
- Access to a “lead magnet,” such as an ebook, an upcoming webinar, or a useful tool or spreadsheet
- scheduling a demo of your product or asking for a member of the sales team to reach out
This information from the leads is the input to your lead scoring and qualification models. For the examples above, behavioral scores will be assigned increasingly according to their behavior (e.g. +1 for newsletter, +2 for lead magnet, +5 for demo).
Depending on the quality of the gated content or offer behind the lead capture form, you can ask for more information within the form. If a visitor is just signing up for the newsletter, you might just ask for their email address. If they are downloading a valuable ebook, you might ask for email plus company information (name, industry, size). For scheduling, you can ask for information pertinent to the demo—all the above plus their role within the organization, their phone number, and their current technology used to solve the problem.
More information leads to better scoring and qualification. But friction from the form and value of the offer have to align. People won't fill in 10 fields of personal information just to get a newsletter. But if you so a clear value proposition to the visitor, you can ask for more information.
Perspectives on Inbound Lead Capture Forms
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