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SmartForms FAQs

SmartForms is a tool that validates and enriches your inbound leads via a web form. SmartForms works with any form technology with a single line of javascript and hidden fields on the form.

This article is designed to provide you with recommendations on how to get the most value out of SmartForms, as well as ease the initial setup and growth of the product within your environment.

  • What naming convention should I use for my hidden fields?
  • What visible fields are recommended on my forms?
  • What fields are required on my forms?
  • What sources is your inferred data coming from?  
  • My leads have been enriched; how do I sort them?
  • Why isn't my company info up to date or available on SmartForms?
  • Why are my inferred values missing sometimes?  
  • Do I really need to update every single page with your SmartForms JavaScript?
  • Why is SmartForms not working after deploying my JavaScript tag through Google Tag Manager?
  • How can we leverage Progressive Profiling with SmartForms?
  • What Data Can I Expect For Country or State/Province?

What naming convention should I use for my hidden fields?

It is recommended that you use our standard naming conventions for the hidden fields on your form for use with SmartForms. Doing this not only allows Leadspace to setup and modify your configuration more easily, but it allows you to add new hidden fields into your Marketing Automation Platform and have them work with SmartForms right away since the hidden field name will already match our default values on the back-end. The default naming convention for all of our hidden fields can be found in the SmartForms configurator.

What visible fields are recommended on my forms?

We recommend limiting the visible fields on your forms to no more than 5 fields which includes the First Name, Last Name, Phone, Email, and Company. Having these fields will give SmartForms the critical information that we need to provide you with optimal data when a user fills out a form. This will also make sure that the form does not become excessive in length, promoting a higher form completion rate.

It is also highly recommended to have any autofill or prefill options disabled for your visible fields to make sure that the visiting user is interacting with all the fields that SmartForms uses to pull data.

What fields are required on my forms?

In order for a form to work properly with Smartforms, it will need to have the hidden fields "RF_ConfidenceLevel" and "RF_ConfidenceDescription" listed on the form. If you are also using any of the Leadspace contact enrichment (CE) fields, you will need "RF_CE_Status" added as a hidden field as well.

For visible fields, you will need to have "Company" listed on the form for SmartForms to work properly with our standard configuration. You can choose all other hidden fields that best suit your need from the Data Dictionary, though we do provide some recommended fields further below.

My leads have been enriched; how do I sort them?

It is a good idea to set up rules in your Marketing Automation Platform that flag/sort records based on Confidence Level. You could, for example, trigger a notice to your  team when a new record receives a Confidence Level of "Review", or automatically update empty standard fields with new appended values for records that receive a "User" or "Pass" in the Confidence Level.

What sources is your inferred data coming from?  

LinkedIn, Crunchbase, and other providers.

Why isn't my company info up to date or available on SmartForms?

We have about a dozen different data providers who source company firmographic data in various ways. Because of this we cannot update or add a company records in real time.  Instead, you or a representative of your company will need to update your info directly with the providers themselves. We refresh our data 2x/quarter, at which time it will be reflected in our data. 

One of the most common ways to have your information updated is with D&B via their iUpdate system.  You have to be an officer of the company to register, but then they can assign anyone to be a registered representative.  

Why are my inferred values missing sometimes?  

Inferred data comes from a 3rd party data partner so there are some limitations to these inferred values we pass along.  This does’t happen very often in the US, but it is more frequently seen in border areas with large neighbors (e.g western NY and northern KY) and rural regions (e.g. GA, OK, KY, and FL).  

Do I really need to update every single page with your SmartForms JavaScript? 

For scalability, we recommend our customers place the code in the <head> of a landing page template rather placing it on each individual landing page. If your landing pages are hosted on the same platform and domain as the rest of your site, you can place this code in the footer across your site. 

Why is SmartForms not working after deploying my JavaScript tag through Google Tag Manager?

If you are deploying your SmartForms tag through Google Tag Manager, make sure the "support document.write" option is enabled. If this option is left off, a portion of your tag will be stripped off your landing page and SmartForms will not trigger properly.

How can we leverage Progressive Profiling with SmartForms?

Progressive Profiling is available in most Marketing Platforms and can be used to change which fields are on a form between a visitor's first visit and any subsequent visits. One benefit of Progressive Profiling being used with SmartForms is that SmartForms collects a large amount of data behind the scenes on the first visit. This opens up the opportunity to ask more interesting or relevant questions on subsequent visits to accelerate the lead to an opportunity or closed won business.

You can also use Progressive Profiling so that SmartForms only triggers the first time a visitor enters a form. Without Progressive Profiling, SmartForms would normally trigger every time a visitor comes to fill out the form, even if they are using the same information. With Progressive Profiling, you can remove the hidden field "RF_ConfidenceLevel" on forms following the initial form completion. The benefit of this is you normally only need the company information the first time and you can control which visible fields show up on the first form to get the best match possible.

What Data Can I Expect For Country or State/Province?

Often times when populating data into your MAP or CRM it helps to know how the data will be delivered from our side. With State and Country we have a name field and a code field. The name will give you the full name of the country, state, or proving and code will provide an acronym (following ISO-3166).  The file below lists out all of our Country names, Country Codes, State Names, and State codes that you can expect. You can also customize these if needed by adding custom values in the respective columns and sending this file into our Support Team.

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