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by Carolyn Edgecomb Carolyn Edgecomb on February 20, 2013

Lead Capture Forms: The 7 Things You Should Be Asking

by Carolyn Edgecomb Carolyn Edgecomb

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February 20, 2013

Lead Capture Forms: The 7 Things You Should Be Asking


When it comes to lead conversion forms, are you asking the right questions?


Do you find you know enough about your leads during sales calls? If your answer is no, then you're missing the opportunity to shorten your sales cycle. When you know as much as possible about your leads, it makes it easier for your sales team to effectively close deals. The questions you ask in your forms are one of the most critical components for developing GREAT lead capture forms.


If there's a question your sales team finds valuable to the sales process, it's critical that you ask it. When you’re deciding which fields and questions you should  include on your forms, remember that you should only be asking for information that is essential to be able to contact and qualify your leads. Ask for information that will help you determine if your leads are a great fit for your company.


The 7 Things You Should Be Asking on Your Lead Capture Forms



1. Email


Now you might be thinking could this be even more obvious. But how else are you going to develop a lead nurturing campaign... by sending a message in a bottle or utilizing a carrier pigeon?


Email is one of the most effective ways for a company to interact with leads. Without an email or a way to contact them, there is no way for you to nurture them further down the sales funnel.


2. Job title/Role at Company


As a company are there certain people you want to talk to, possibly the decision maker? But who exactly is a companies decision maker? Asking for a leads job title on lead capture forms are important because you want to ensure that you are nurturing the person who fits into a sales ready lead for your company or agency.


Consider utilizing a drop down to see if your leads are a:



  • CEO / Owner

  • Sales Representative

  • Marketing Manager

  • HubSpot Client

  • Marketing Niche Service Provider

  • Marketer at an Agency

  • Marketing Evangelist

  • Marketing Thought Leader


3. Number of Employees


Knowing how many employees your leads have can be extremely important. It can sometimes be difficult to know if a company can afford your services. Knowing the number employees can allow you to make an assumption. As an enterprise level agency, if company only consists of an owner and two other employees, they probably won't be able to afford a service priced at $12,000 a month.


However, if you have a lead with 200+ employees there is a much better chance they will be a great fit.


Consider utilizing a drop down and breaking the number of employees into segments



  • 1

  • 2-5

  • 6-10

  • 11-25

  • 26-50

  • 51-200

  • 201-500

  • 500+


4. Biggest Challenge


Do you know your leads biggest challenge? Is there a recurring challenge all your leads have in common? By asking what your biggest challenge is on your lead capture forms, you are gaining a better understanding of your what  leads biggest challenge is.


This is not only helpful to learn more about each individual lead and how you can nurture them, but also to know more about your target audience as a whole. If all of your leads have the same challenge it makes it easier for you to target your content moving forward.


5. Industry


Is there a particular industry that your company commonly works with? With all the different industries out there your company or agency might specialize in just one. Just like you would inquire about a leads job title, some companies see greater success working with certain industries.


6. Company


You might be wondering who doesn't ask for a leads company name, it actually happens more often than you think. Inquiring about company name, allows someone in your company, most likely the sales team to check out your leads website and learn more about them but most importantly how you can help.


7. Website


Along with asking for a leads company, don't be afraid to ask for their website. How many times have you looked up your leads company on Google and you weren't able to findit? This actually happens a lot, the url for the site might not be just the company name or their are several companies with the name, Mike's Pizza.


Adding a website field to your lead capture forms, just like with company, you can learn more about them, what works, what doesn't and how you can help.



Progressive Profiling


If you remember one thing from this blog post let it be this... DO NOT ask all 7 form fields on one form, unless it is a bottom of the funnel offer. You can always ask for more information later, and in fact, that is usually the better approach.


Too often, companies request all kinds of contact information and ask tons of questions, neglecting to realize that their 15-field forms are significantly lowering conversion rates, hindering people from converting and becoming a lead. No one has the time to fill out a 15 field form, remember to create a lead capture form that you will want to fill out, the shorter the form the more form fills.


By utilizing progressive profiling in the HubSpot software, you can ensure that your contacts see only 3 questions at a time, seeing new ones each time they complete a form fill. This way, you still get all the information you need, and you're not scaring away prospects.


Lead Scoring


Once you've established forms that are providing you valuable information for your sales process, you can take it a step further by attaching a point value anytime a contact meets the certain criteria or performs an action your consider valuable. Lead scoring, as possible with the HubSpot software, helps you separate the good leads from the bad, and effectively delivers more qualified leads to your sales team.


Be sure to check out our brand new ebook, "The B2B Marketers Checklist for Accurate Lead Scoring" to learn how to implement a successful strategy.


Carolyn Edgecomb

Carolyn Edgecomb

As an account manager at IMPACT, Carolyn is a key contributor towards the success of client marketing campaigns through the execution of strategy and task based duties. She has a passion for anything that’s inbound marketing. Staying on top of the latest social media updates and marketing trends allows her to strategize and develop solutions that fit the needs of the client. When she’s not spending an overwhelming amount of time on Pinterest, you’ll find her shopping and catching up on the latest inbound marketing trends. Who doesn’t love a good book, blog article, or cup of frozen yogurt?

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