Data capture is obviously incredibly important for online lead generation but when shouldn't you use a form? This question came up at B2B Marketing's Online Lead Geration seminar during Salesforce's presentation
Posted by: Carly Ferguson on 14 April 2011
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I’d say a form should be used
Posted by Stephen Mills on 20 June 2011
I’d say a form should be used (or more precisely a blank form) should only be used when you do not know anything about the person filling in the form. Which for B2B should mean that a completely blank form is a rarity. Time and time again, business customers plead with their suppliers to “know my business”. By presenting a blank form, especially if it contains information you could or should know is signalling that you know little about your customers. Even at early stage of data capture from a public source, you should make maximum use of the chance to demonstrate that you know your customers by auto-filling the form for them as soon as they complete a field that allows you t do that So as soon as company name or a postcode, all the other fields are populated for them – assuming of course, that they match what’s on your database!.
