Half of all website forms are left unfinished and not submitted. Maybe the prospect got distracted or they weren’t ready to talk to a rep. Following up on abandoned forms (partially filled forms) can boost your lead volume by 100% — and you can capture emails from these forms in real-time using ZoomInfo’s FormComplete.
Through FormComplete, these emails are enriched with the prospect’s name, title, job function, level, and associated company data, including potential Buying Committee membership.
Marketing teams can nurture these leads or retarget them with ads, while sales teams follow up on potential opportunities.
Triggers
Identify forms abandoned by contacts or companies within your ICP
Actions
Source expanded set of contacts which meet your persona definition mapped to form source
Send records to your CRM
Assign to a Account Owner
Enroll in Abandoned Form Campaign
Tip:
Target Manager+ with high frequency when they reach an 80+ intent signal score to capitalize on spiking intent at the right moment.
Company:
Persona:
Director of Marketing Management
Subject: Internal email – Marketing intelligence solutions for SaaS customer support
Hi Dawn,
I hope this email finds you well. I noticed that ServiceNow, like many other SaaS customer support companies, has been exploring ways to enhance your marketing intelligence capabilities. At ZoomInfo, we understand the challenges of accurate segmentation and reaching high-intent buyers via digital advertising. Our solutions can help you overcome these challenges and drive more pipeline and revenue.
Have you considered incorporating marketing intelligence solutions into your strategy? I would love to hear your thoughts and learn more about your current challenges.
Best,
Melissa
Related Plays
Abandoned Chat Follow-Up
Interacting with prospects via chatbot is a valuable opportunity to connect in real-time, answer questions, and point them in the right direction. However, the buyer has control over these conversations and can end them at any time.
If a prospect abandons a conversation before providing their contact information or filling out a form, use the IP and company data filter in ZoomInfo’s RevOS platform to identify the visitor’s company and enrich that data to identify the company’s likely buying group. Then set up an automated email sequence to the group. By reaching out to other potential decision-makers, you can ensure that this is not a missed opportunity, but rather a starting point to engage with the right people.
Triggers
Identify visitors who engage with website chat but do not convert
Actions
Source expanded set of contacts which meet your persona definition based on chat interaction
Send records to your CRM
Assign to Account Owner
Enroll in Abandoned Chat Campaign
View Play
Calendar Booking - Abandoned Chat
Don’t sleep on leads who abandoned a chat on your website.
Use FormComplete to fill in remaining contact details or identify them as an existing customer. Then send them a calendar meeting invite — along with an engaging message that mentions their abandoned chat and offers to answer any of their questions over a video call.
Your prospect may appreciate the effort and take the meeting. But even if they accept the invitation by accident and want to renegotiate, you might gain more intel from the interaction.
Triggers
When an identified visitor engages with your chatbot but does not convert
Actions
Wait for a given period of time
Send Calendar Invite to contact who abandoned form
View Play
Fast SLA on Form Fill
Responding quickly to inbound inquiries will dramatically increase your chances for success. A recent study showed conversion rates are eight times higher when salespeople place their first call within five minutes of getting a lead.
When a website visitor researches a project management solution or fills out a web form for a product demo, the assigned SDR should receive an automated alert and contact the prospect immediately. If they can’t reach the prospect, they should leave a voicemail and add the prospect to a follow-up email sequence requesting a call.
Trigger
Identify forms completed or abandoned by people at companies within your ICP (ideal customer profile)
Actions
Send company and contact records to a specific user or shared channel
Assign to Account Owner
Send records to your CRM
Contact lead by phone and email (and text) within 90 seconds
Create SLA of < 90 seconds for inbound team to talk to buyers when they’re thinking about you. Report on and optimize this to maximize leads
View Play