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Abandoned form follow-up

Scenario

For every ten leads submitted through a marketing form, there are six people who started to fill out a form but didn’t submit it. Maybe they got distracted or they weren’t ready to talk to someone. If you track partial form fills—also known as abandoned forms—you can boost lead volume by 60%.

ZoomInfo’s FormComplete enables the real-time capture of emails from partially filled or resubmitted forms. These emails are enriched with the prospect’s name, title, job function, level, and associated company data. Marketing teams can nurture these leads or retarget them with ads, and sales teams can follow up on potential opportunities.

Trigger

A web form is partially filled or the CTA is clicked, but the form isn’t submitted

Actions

• Add abandoned form leads to a prospecting nurture relevant to the form they partially completed
• Target partial form fills with ads relevant to their form submission or web history
• Add to an SDR queue for abandoned form follow-up. Use a softer approach than for a direct form fill