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Getting vital details on Web forms with fewer fields

By Don Wynns, vice president of business development, ZoomInfo

A recent ZoomInsights article brought up a dilemma that challenges most B2B marketers: How do you get enough information from Web visitors to score leads, without bombarding them with too many Web form questions?

Too few fields in your Web form could mean you’ll waste your sales team’s time. Some companies intentionally make Web forms long so that only serious prospects will complete them. But they might be leaving money on the table.

If your company needs as many Web form leads as it can get, form completion has to be super simple – and that means the bare minimum number of required fields. Like one: “Email address.”

That’s right. Thanks to new technology, you can rid Web forms of other demographic questions (i.e., name, job title, company name, company size, industry classification or other similar information) while still getting the vital information you need to properly score leads.

Back to collecting just the prospect’s email address via your Web form — here’s how it works. Technology can easily match your “email address only” record with a plethora of demographic data in real time and right within your marketing automation platform. B2B information providers like ZoomInfo can fill in all the details as soon as the prospect clicks the submit button. Your marketing automation system can then immediately send the lead to the appropriate next step, based on detailed information it now has about the prospect. Depending on the prospect, the next step could include routing the information to an appropriate salesperson for a call. Or, it might mean enrolling the prospect in a nurture marketing campaign that gradually offers more and more valuable digital assets (white papers, webinars, etc.).

One such tool is the new ZoomInfo Append SparkPlug for Eloqua. It’s available through ZoomInfo’s partnership with Sure Shot Media, and it makes ZoomInfo’s detailed profiles on 65 million business people and 6 million companies available right within Eloqua, one of the leading marketing automation platforms.

With these tools, there’s no need to worry about complying with the data policies of your marketing automation vendor. Because the original data comes from a Web form, marketing automation vendors consider the fully appended data to be “opt-in” data.

In addition, technologies like the ZoomInfo Append SparkPlug improve efficiency by allowing you to work in a single platform and avoid time-consuming data imports and exports. Plus, there’s no delay in scoring the lead and routing it. It all happens in real time, as each prospect clicks the “submit” button. No batch processing is required.

Products like ZoomInfo Append SparkPlug bring incomplete data to life, allowing you to take advantage of sophisticated marketing automation platform features.

So go ahead. Put only one question on your Web form! Of course, technologies like this work best when your B2B data provider has highly accurate email addresses (to match up with the email address collected by your Web form). ZoomInfo verifies all email addresses every 90 days and provides completion rates of around 90 percent.

Want to cut down on Web form abandonment? In a webinar March 28, I’ll provide more information about real-time Web form appending technologies, as well as a number of Web form best practices.

Reserve your spot in the webinar.