Integrating Your Website Forms
Adopting a marketing automation system can provide a number of benefits, including helping you save a tremendous amount of time and maximizing your resources. Unfortunately, many people miss numerous key opportunities to maximize their marketing automation system. The first step when you’re adopting a marketing automation system is to integrate all your website forms. From there, you can use one of several approaches.
Options for Integrating Web Forms into Marketing Automation
- One option is to have your existing form scanned. You can then pipe the data from your form directly into your marketing automation system.
- Another option is to replace existing web forms with forms that are developed by your marketing automation system.
- You could also post form results back to your marketing automation system and your own system using a parallel approach.
Using the web forms developed by your marketing automation provider offers several benefits, including progressive profiling that helps you collect new information on visitors rather than asking for information that has already been provided. Marketing automation forms can also often block or even redirect submissions sent by your competitors.
One of the most common concerns for many people is whether forms will reflect the same look and feel of their website. Forms built by marketing automation can be designed to look identical to the theme of your website, ensuring a completely natural look and feel. Integrating a form designed in another system is a snap. All it takes is a small snippet of code to insert such forms into your website.
Exactly what is provided with a form will depend on your marketing automation provider, but some providers will capture basic information automatically. Such information may include name, company name, and email.
Summarizing the Benefits of Integrating Forms with Marketing Automation
Regardless of the approach you choose, once you have integrated your web form the marketing automation system can correlate anonymous users with a recognized identity. Doing so can make tracking visitors more powerful, as well as easier. Once you have linked up your form, the marketing automation system will then be able to make necessary connections between past and future website activity, as well as other types of digital engagement.