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
Ads Template
Tip:
Start by targeting the lower-level buying committee Non-Manager, Manager, or Directors to become the influencer you need to win with C-level decision-makers.
GPT Email Example
Company:
Persona:
Group Manager, Sales Operations
Subject: Help with Sales Ops Challenges?
Hi Adrian,
I noticed that you recently began filling out a form on our product page, but didn’t finish. I wanted to reach out and offer my help. I know that as the Group Manager of Sales Operations at Intuit, you likely have a lot on your plate.
I wanted to let you know that ZoomInfo can solve two specific challenges that are likely relevant to your role:
-Enriching your Salesforce and Eloqua data to improve lead scoring and segmentation.
-Identifying key decision makers and influencers to help accelerate your sales cycle.
I’d love to schedule a meeting to discuss how our solutions can help you and your team achieve your sales goals. Let me know if you’re available for a call next week.
Best,
Katelyn Boutelle
Senior Account Manager, Enterprise Accounts, ZoomInfo.
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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
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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
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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
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