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 would 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 Marketo Lead Forms

It all starts with understanding how your Marketo lead forms work. Let's look at a sample "contact sales" lead form that was generated by Marketo and the block of Javascript that is on your website which dynamically creates the form. If you use Markleto, this probably resembles a form on your website today:

A sample lead capture form generated dynamically by Marketo
The HTML behind the Marketo lead form shown above
The HTML behind the Marketo lead form shown above

Turn Your Marketo Form into a Smart Form

Setting up Marketo smart forms is relatively simple. If you have experience with marketo you should be able to turn your existing Marketo 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.

Lead Fields with corresponding API names in Qualified

2) Edit Your Marketo Javascript to Map Fields to Qualified

Next, you'll need to alter your existing Marketo Javascript by by mapping the Marketo form fields to the fields that you want Qualified to capture upon form submission. It should look something like this:

Additional javascript to turn a Marketo lead form into a smart form
Additional javascript to turn a Marketo lead form into 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.

Setting up a rule to qualify leads based on company size > 1000+ employees
Setting up a rule to qualify leads based on company size > 1000+ employees

Now, when someone fills out your Marketo lead form and states 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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