B2B Lead Generation Form Best Practices

B2B lead generation forms can serve as helpful marketing tools and can be highly beneficial to your business. If used correctly, they collect information about your website’s visitors, and ultimately turn anonymous visitors into identified prospects.

If you’re still unsure whether or not you need forms on your B2B website, here are a few benefits of using B2B lead generation forms. They help you:

  • Profile and get to know website visitors.
  • Generate better leads.
  • Understand visitors preferences, to better segment your database.
  • Get feedback from site visitors.
  • Qualify engagement and sales readiness.
  • Prove or disprove assumptions about target audiences.

There are 3 types of B2B lead generation forms:

  • STATIC FORMS (SF):

    These are the most basic B2B lead generation forms you can have. When using static forms, no matter how many times a specific prospect fills out a form, they will always get asked for the same information in the form fields. You can create static forms that include basic text, dropdown menus, checkboxes, or even file uploads.

  • PROGRESSIVE FORMS (PF):

    Progressive forms are a marketing automation feature that allow you to further qualify repeated visitors. These B2B lead generation forms allow you to select which form fields appear for a specific prospect, based on the information you already have about them.
    For example, if you’ve already captured a prospect’s full name and job title the first time they filled out one of your B2B lead generation forms, progressive profiling allows you to capture further information the next time they fill out a form. This means more valuable information for you in the long run.

  • MULTISTAGE FORMS (MF):

    Sometimes, if you’re working with a lengthy B2B lead generation form, it’s a good idea to break your forms up into 2 or 3 steps. That way, if a prospect starts filling out your form but doesn’t get through all the form fields, you can at least capture some basic information.
    This also means, if you’re creating a multistage form, you want to start with the most basic information first and get more specific in the next steps.

What B2B lead generation form is right for you?
It all depends on what your objective is!

USE

OBJECTIVE

TYPE

Gated Content (Download)

Putting high value resources behind a form on your B2B website is a great way to capture and identify qualified leads. As a rule of thumb, asking for “first name”, “last name”, “company”, and “email” is good practice.
If the asset you’re offering is of extreme high value to your prospect, you can ask for additional form fields. A great way to further qualify returning prospects would be implementing progressive forms.

(SF),
(PF)

Subscribe / Manage Your Preferences

These types of forms capture prospects who are interested in subscribing to your content as well as give you insights into each prospects needs and pains.
Create an Email Preference Centre to allow prospects to opt in and out of your lead nurturing mailing lists (“I’m interested in”).

(SF)

Event or Webinar Registration

If you’re running a webinar or any other event, don’t miss out on the opportunity to capture prospect information. This is where you can find out what they’re specifically interested in and follow-up appropriately.

(SF),
(PF)

Contest

Usually, if you’re running a contest, your goal is to capture as many leads as possible, rather than further qualify prospects. Therefore, keep your B2B lead generation form fields to a minimum to maximize form submissions.

(SF),
(PF)

Get a Quote

This is a great way to nurture and further qualify the sales readiness of leads. Because these prospects are demonstrating an intent to buy, you can require specific information (beyond just full name, email, company). Ex. “Company Size”, “Number of Employees”, “Role/ Title”, etc.
A great way to encourage form submission is to use a multistage form, where you request more basic information on Step 1 and more detailed information on Step 2 and 3. Avoid creating more than 3 steps, as that might discourage form completion.

(SF),
(PF),
(MF)

Contact Us

Allow prospects to get in touch with you right from your B2B website. Variations include “Send Us a Message”, “Request a Call”, “Ask a Question”, or “Request a Demo”.
Keep form fields to a minimum. Create a dropdown menu to filter what kind of inquiry the prospect is submitting (sales, careers, customer support, others, etc).

(SF)

Survey / Poll

Collect feedback on your products and services. Offer a free download in exchange for the feedback.

(SF)

Sign-Up (Free Trial)

Collect all necessary information to sign-up prospects to a free trial of your product or services.

(SF)

User Registration

Create a members-only section on your website where you provide access to exclusive content in exchange for prospect information. Because you’re offering more than one resource, you can require more fields in your registration form.

(SF)