Marketing in Motion

A nice little feature that I’ve been using is, “Web Forms”. Coremotives includes the ability to create a web form that can be used to collect user information, create a lead or contact record in CRM, and initiate one or more actions.

There are two reason I use this functionality:

• Help build my e-mailing list
• Provide positive identification for some of the “Anonymous Web visitors”

The second reason is the most important to me. The additional information provided by the web form starts to add real value to the web tracking activities captured by Coremotives. It allows me to analyze who and what type of people are using my sites. This will allow me to further engage with these people and broaden our relationship.

Here are the main components of web forms:

This shows the fields that are going to be visible on my web form. I try to keep it to a minimum. All I want is a name and an e-mail address. The rest will come later as I broaden the relationship. These fields are going to map directly to CRM

This shows that I’m going to have a lead record created in CRM when the user completes the form. It will also check for duplicates. I’m also associating these web form interactions with a specific marketing campaign.

This shows what actions are going to be taken when the form is completed. In this case I am sending an e-mail with a link to download an e-booklet. You can see from the drop-down list, that you could select from several action types to take, and you can select more than one.

The web form will also generate its own HTML code to make it easy to include in your web site, e-mail, etc.

What’s really nice about this is that you’re engaging your prospects and customers in an automated fashion. You’re making an offer that they can act on right away.