Which fields for your Inbound Marketing forms?
Posted: Sun Jan 05, 2025 8:40 am
I love answering questions in detail, so I won't be satisfied with this Normand answer.
In this article, I propose to help you in your thinking to help you determine the essential fields for your Inbound Marketing forms.
I think this is important because I am convinced that the relevance of the fields you offer in your forms directly impacts the quality of your Leads and therefore your conversion rate into customers.
So I was telling you: "it depends!" It depends on 3 things in fact:
Your Personas;
Your salespeople;
The purchasing consideration process;
Let’s forget about the famous “Name”, “First Name” and “Company” fields and look at this in more detail.
New call-to-action
Fields adapted to your Personas
You probably know this: the starting point of a good Inbound Marketing india email list strategy is the work of Persona .
The goal of this Persona work is to define all the characteristics of your ideal prospect.
Demographic and contextual characteristics.
By doing this Persona work, you will have an interesting vision of the fields hat you must insert in your Inbound Marketing forms.
Useful fields for your salespeople
Inbound Marketing, especially in B2B, aims to generate qualified leads so that salespeople can convert them into customers.
It is therefore essential for the success of your Inbound Marketing strategy that you define with the sales department the fields that you are going to put in your forms.
The fields in your forms should allow your salespeople to quickly determine whether a Lead is good or not.
Moreover, the modern buyer is very demanding .
He expects a salesperson to offer him a personalized and contextualized experience.
To meet this expectation and therefore convert a Lead into a customer, you must absolutely insert fields into your Inbound Marketing forms that will allow your salespeople to properly understand the context of the Leads that you generate in order to be impactful from the first exchange .
So work on your Inbound Marketing forms with the sales team!
Fields aligned with the purchasing process
Let's keep it simple.
Your target does not have the same level of engagement depending on whether they are at the beginning, middle or end of the purchasing process.
Buyer journey: the length of the sales cycle - Inbound Marketing
You therefore understand naturally that a person is not ready to give you the same level of information depending on whether they are at the beginning ( Awareness) , in the middle ( Consideration ) or at the end ( Decision ) of their purchase consideration.
So you need to work on different Inbound Marketing forms depending on the level of compensation you offer.
An Awareness offer will offer less engaging fields than a Consideration offer and even less than a Decision offer.
In this article, I propose to help you in your thinking to help you determine the essential fields for your Inbound Marketing forms.
I think this is important because I am convinced that the relevance of the fields you offer in your forms directly impacts the quality of your Leads and therefore your conversion rate into customers.
So I was telling you: "it depends!" It depends on 3 things in fact:
Your Personas;
Your salespeople;
The purchasing consideration process;
Let’s forget about the famous “Name”, “First Name” and “Company” fields and look at this in more detail.
New call-to-action
Fields adapted to your Personas
You probably know this: the starting point of a good Inbound Marketing india email list strategy is the work of Persona .
The goal of this Persona work is to define all the characteristics of your ideal prospect.
Demographic and contextual characteristics.
By doing this Persona work, you will have an interesting vision of the fields hat you must insert in your Inbound Marketing forms.
Useful fields for your salespeople
Inbound Marketing, especially in B2B, aims to generate qualified leads so that salespeople can convert them into customers.
It is therefore essential for the success of your Inbound Marketing strategy that you define with the sales department the fields that you are going to put in your forms.
The fields in your forms should allow your salespeople to quickly determine whether a Lead is good or not.
Moreover, the modern buyer is very demanding .
He expects a salesperson to offer him a personalized and contextualized experience.
To meet this expectation and therefore convert a Lead into a customer, you must absolutely insert fields into your Inbound Marketing forms that will allow your salespeople to properly understand the context of the Leads that you generate in order to be impactful from the first exchange .
So work on your Inbound Marketing forms with the sales team!
Fields aligned with the purchasing process
Let's keep it simple.
Your target does not have the same level of engagement depending on whether they are at the beginning, middle or end of the purchasing process.
Buyer journey: the length of the sales cycle - Inbound Marketing
You therefore understand naturally that a person is not ready to give you the same level of information depending on whether they are at the beginning ( Awareness) , in the middle ( Consideration ) or at the end ( Decision ) of their purchase consideration.
So you need to work on different Inbound Marketing forms depending on the level of compensation you offer.
An Awareness offer will offer less engaging fields than a Consideration offer and even less than a Decision offer.