What are Smart Forms?

Smart Forms (also known as Smart Lead Forms) allow your existing lead capture forms to qualify leads on-the-fly, immediately when the form is submitted. When your smart form is submitted and the lead information does not meet your qualification criteria, the information is submitted to your backend database (such as Salesforce or a marketing automation system) just like it normally does and the visitor is shown your default "thank you" message. However, when your smart form is submitted and the lead information DOES meet your qualification criteria, the information goes to your backend database AND a conversation is opened in real-time for the qualified lead and your sales rep to have an immediate meeting. Instantly talk to your qualified leads the moment they fill our your lead forms, no waiting, 0 minute response time. Instant conversations result in instant conversions for sales.

Your Existing Lead Forms

It all starts with understanding the basic anatomy of how your lead forms work. While there are many variants of lead forms, they all work in basically the same way. Let's look at a sample "contact sales" lead capture and the block of HTML behind that form. This probably resembles a form on your website today:

The HTML behind the lead form shown above

Turn Your Lead Form into a Smart Form

Setting up smart forms is relatively simple and easy to understand for anyone who has ever set up a lead capture form. If you have such experience you should be able to turn your existing lead forms into smart forms within 30 minutes. There are 3 key steps:

1) Define your Lead Fields in Qualified

First you need to define your visitor/lead fields in Qualified. It's is generally a best practice to have fields set up that include everything you currently capture in your lead forms today. Note that each visitor field you set up has what's called an API Name. We'll be using this API name in the second step of the setup process.

Defining lead fields in Qualified

2) Tag Your Lead Form HTML with Qualified Attributes

Next, you'll need to alter your existing lead capture form by adding custom attributes to the form and the fields that you want Qualified to capture upon form submission. The name/value pair of the form attribute must be data-qualified-smart-form="true" and the name/value pair of each field attribute must be data-qualified-field="your_field_API_name" in Qualified. It should look something like this:

A lead form that is tagged with Qualified attributes is now a Smart Form

3) Test Your Qualification Rules

Finally, you can configure qualification rules to fire in real-time based on any of the values submitted in your form. This will be specific to your company of course, but for the sake of simplicity let's say that we want to qualify a lead if the company size is greater than 1000 employees.

A sample qualification rule based on company size > 1000+ employees

Now, when someone fills out a smart lead form, with any valid business email and notes that their company size is > 1000 employees, your website will immediately alert your reps, and present the qualified lead with an open door to chat with or talk to your sales team...instantly.

Summary

Smart Forms allow your existing lead capture forms to qualify leads on-the-fly, immediately when the form is submitted. When your smart form is submitted and the lead information meets your qualification criteria, the information goes to your backend database AND a conversation is opened in real-time for the qualified lead and your sales rep to have an immediate meeting. Instantly talk to your qualified leads the moment they fill our your lead forms, no waiting, 0 minute response time. Instant conversations result in instant conversions for sales.

Next Steps

As a next step in your education, you might find the following guides useful

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