Everything you need to know about Marketo Engage forms

Maddie Vararu

24/6/2021

This blog summarises our “Maximising your Marketo forms” webinar from June 24th 2021. You can watch the full webinar on-demand.

Marketo Engage’s forms are one of the first things you’ll learn how to use as a Marketo newbie. And at first, they can be a basic, but incredibly useful, feature for many of your everyday digital marketing activities.

The first major obstacle many newer users are likely to encounter is the heaps of forms that start to pile up when you begin to ramp up the activities using them. However, we’ve devised a list of 6 things that will make the Marketo form-related part of your life significantly easier.

Throw out most of your local forms

Local forms have their uses, but not when you’re making new ones every time you need a form for your program. They’ll quickly start to eat up your time.

The solution: global forms that cover a range of purposes across a broad category – much like a template for programs or email and landing pages, but without the need for cloning.

For example, JTF Marketing uses a separate global form for events, webinars, downloads, and our website’s “Contact Us” form. These are all created and held in Design Studio. 

“Won’t that confuse different campaign steps if the same form is used in a 20 different places?” you might be thinking. That’s where setting a smart list constraint for “referrer contains” comes in, letting you create a smart campaign for one specific webpage’s use of that form. 

That way, you know your sign-ups won’t end up in your registration lists for all your webinars if they sign up for one.

Refine your data collection with progressive profiling

The basic information you want from a lead is their name, their email address, and their organisation, and sometimes their job title and industry. There’s no point in asking for the same things over and over again – it’s tedious for your leads and not useful for populating a database.

Progressive profiling in your forms lets you set additional fields that people engaging with your content will see when they’ve already provided you with the ABC information. This is particularly useful when you’re offering downloadable content. 

In this way, progressive profiling lets you collect more information from repeat engagements, as well as reducing the number of form fields that leads have to fill in to access your content.

Everyone loves a personalised “thank you” page

Thank you pages serve a purpose. Without them, you tend to quickly get emails in your inbox asking whether your form was even working properly. They’re simple, but necessary!

You can take it to the next level by linking your thank you pages to the type of content your lead might be interested in based on the data they’ve entered. That can be content that’s similar to the event or download they’ve signed up for as a “you might be interested in…” or even focused on the type of job role your content is geared towards.

Someone who a prospect vs. a customer might warrant a more high-level approach with related content, for example. Or someone with the title of CFO might be a fit for a particular type of content compared to another marketer, for example. 

Given that thank you pages are a must, additional personalisation of this step following engagement with you increases the chance of them engaging further with you and your content. That’s an easy win for minimal effort.

Prefill on non-Marketo pages

Like progressive profiling, the idea of having prefill options for your forms is to avoid leads having to populate forms over and over with the same information when they actively want to engage with your content. Instead of a lead you already know needing to fill in a form to register for your webinar, for example, they might see this instead: 

Unlike progressive profiling, prefill on non-Marketo pages (usually your website) is designed to streamline the process of known visitors being able to engage with your content without filling in a form at all. The option to change a form for known visitors can be updated to custom HTML from your form settings in edit mode.

Use hidden UTMs to improve your lead attribution

When it comes to lead attribution, most marketers use UTMs (Urchin Tracking Modules) attached to their links to track where visitors and or form fill outs are coming from. By making use of custom fields in Marketo Engage , you can capture UTM parameters to feed attribution data into Marketo (and even your CRM) to track the success of each channel that is part of your marketing mix.

Visibility rules for improved data protection

As you’re collecting data on your leads, you can use what they’re adding into your form to capture further information based on what has already been entered.

For example,visibility rules can be used to easily tweak address selections, such as State if your lead has selected the US as their country, or offering location-specific data protection/consent opt-ins that are relevant to their selection. 

You can also use the data values you already have to present personalised form fields or options to your leads. That can even include specific food options based on the dietary requirement choice that has been made!

If we’ve opened your eyes to some new ways you could be making the most of your Marketo Engage forms, but you’re not sure where to start, get in touch. We can help you to level up the way you’re using forms for your events, downloads, and more.