Chaining Together Solutions to Improve Your Lead Capture & Nurture Process

Now that we've discussed why you should ask for more details and educate a person after submitting a web form, plus a few options of how to do it, let's talk about chaining this together in a full-featured solution.

Step 1: Start with an Existing Web Form
Your goal is to collect enough information that we can reach out and not sound silly, but also keep the barrier so low that it's easy for them to fill it out (especially with auto-complete features on desktop and mobile browsers).

• Require these: first name, last name, email; if you're B2B, include organization/company name

• Optionally, ask for these: phone number and their preference of how and when to be contacted

Depending on how you have your web forms configured, you may also need to ask what product, service, or program they're interested in (you can avoid this step if they're submitting the form when viewing a product or service).

Step 2: Redirect to Another Web Form
Your goal here is to learn more about why they're interested and decided to reach out to you. Based on what they selected as their interest or where they submitted the form from step 1, this second web form provides the ability to collect those insights.

Also, practically all mature form tools allow for the ability to collect data from the website's URL, which means you already know details like their name, company, etc; this goes a long way for providing a personalized experience and tying together submissions across many forms.

Step 3: Redirect to an Experience Site
Your goal is to help them understand how whatever product, service, or program they were interested in is right for them. This can be general about those offerings, or even more personalized based on their answers to the questions from the each web form.

To create this personalized experience, you can leverage their name collected from the first web form plus something like their role and industry from the second web form to ensure they see how your offering aligns to them.

For example, if Bradley is a mid-level manager within HR at a pharmaceuticals company, the experience site could espouse the benefits of your offering and highlight industry peers and success stories from people similar to him.

Also, this experience site can be extended for other use cases from marketing, sales, etc, meaning it has utility beyond this "collect more & educate" process.

Step 4: Send a Personalized & Meaningful Email
Your goal is to ensure that this is a valuable interaction, as they have already expressed interest in learning more; if anything, it serves as an opportunity to educate and prompt them to engage in a next step.

This does not need to occur immediately after a form submission, as a slight delay offers an opportunity to use details that might be submitted via the second web form, and maybe even how they interacted with the experience site.

Also, it presents an opportunity for you to check your internal marketing and CRM systems to understand more about this person. You can even layer in data enrichment providers to leverage third party datasets and use generative AI to craft personalized messaging based on their responses to each web form.

TLDR: Each step by itself is powerful and chaining them together has a multiplier effect on the impact. Plus, the systems already exist to make this happen.