Marketo Forms limitations<\/h2>\n
The Marketo form is very well optimized to capture leads; however, there are a number of situations where it will fall short:<\/p>\n
- \n
- the Marketo form is not “multi-page” or “multi-step” natively. It is made to be placed on an LP and then brought to a thank you page.<\/li>\n
- It is complicated natively to filter certain email addresses (like yopmail) and to forbid them when entering the form.<\/li>\n
- Even if the technology of the Marketo forms allows to avoid most of the spam robots, it happens that a page is targeted and starts to dump hundreds of unwanted leads in your database.<\/li>\n
- It is not possible to enter the data of two people in a form (yourself and a person you recommend for example).<\/li>\n
- It is natively impossible to upload files with a Marketo form.<\/li>\n<\/ul>\n
These are some of the limitations.<\/p>\n
But in the Kingdom of Marketo, Merlin\/Leonard is watching and has designed enchantments and magic machines to allow you to overcome these constraints!<\/p>\n
The extension possibilities of Marketo Forms<\/h2>\n
Fortunately, Marketo forms have a jscript code library that allows you to extend the native functionality. Some examples of possibilities are given below.<\/p>\n
Guarantee data quality at the entrance of Marketo Forms<\/h3>\n
Limit unwanted email addresses<\/h4>\n
It is possible to prevent a person from entering a non-business address before it is registered as a lead. We have listed 80+ non-business domains that we can disallow.<\/p>\n
Of course, I’m not saying that you have to implement this security systematically, it depends on your use cases.<\/p>\n
\n![\"marketo](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/marketo-form-avec-filtre-adresse-eamil-personnelle-1024x853.png\")
Personal email prohibited + Google reCAPTCHA<\/figcaption><\/figure>\n<\/div>\n \nBenefit: no more Yopmails, Yahoo mails, gmail and others in your database!<\/div><\/div><\/div>\n<\/div>\nPut masks and filters on any field<\/h4>\n
It is possible to put masks on some fields in the Marketo forms; the code allows to extend these possibilities.<\/p>\n
<\/i> I GUARANTEE THE QUALITY OF MY DATA<\/span><\/a><\/div><\/div>\nSecuring Marketo forms<\/h3>\n
It is possible to avoid that a bot starts spamming you thanks to the Google reCAPTCHA, visible (see image above) or invisible, as well as the mathematical test, depending on your preferences.<\/p>\n
\n![\"form](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/marketo-form-mathematical-recaptcha.png\")
Mathematical reCAPTCHA<\/figcaption><\/figure>\n<\/div>\n \nBenefit: avoid being spammed<\/div><\/div><\/div>\n<\/div>\n\n![\"invisible](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/invisible-google-recaptcha-on-marketo-form.png\")
Invisible google reCAPTCHA on marketo form<\/figcaption><\/figure>\n<\/div>\n <\/i> I SECURE MY DATA<\/span><\/a><\/div><\/div>\nImprove the look of the forms<\/h3>\n
We can of course format the forms to match your graphic design.<\/p>\n
Below is an example of the Merlin\/Leonard form:<\/p>\n
\n![\"demand](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2018\/10\/demand-generaton-centre-de-preferences-900x1024.gif\")
Merlin\/Leonard Communication Preference Center<\/figcaption><\/figure>\n<\/div>\n \n![\"Other](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/marketo-form-preference-centre-1.png\")
Other communication preference center<\/figcaption><\/figure>\n<\/div>\n \n![\"marketo-form-2\"](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/marketo-form-2.png\")
Another example<\/figcaption><\/figure>\n<\/div>\n \nBenefit: Improve your conversion rates<\/div><\/div><\/div>\n<\/div>\nMarketo multi-step form<\/h4>\n
It is possible, with a little code, to create multi-step forms with Marketo.<\/p>\n
Below is an example of a form for veterinary practices.<\/p>\n
\n![\"multistep-marketo-form\"](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/multistep-marketo-form.png\")
Multistep marketo form<\/figcaption><\/figure>\n<\/div>\n <\/i> I IMPROVE THE LOOK OF MY FORMS<\/span><\/a><\/div><\/div>\nCustomer Experience and Marketo Forms<\/h3>\n
Conditional display with two source fields<\/h4>\n
A customer had a need to make the display of a field and its values dependent on two other fields, as in the example below:<\/p>\n
\n![\"Marketo](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/Marketo-form-affichage-conditionnel-deux-champs-1.png\")
Marketo form conditional display two fields<\/figcaption><\/figure>\n<\/div>\n If you want to test the form, it’s here<\/a>.<\/p>\n
The possibilities are endless!<\/p>\n
\nBenefit: offer a better customer experience and improve your conversion rates!<\/div><\/div><\/div>\n<\/div>\nProgressive Profiling<\/h4>\n
Progressive profiling is a native Marketo technology that allows you to serve short forms to your visitors, thus increasing their engagement.<\/p>\n
You define in your form on the one hand the fields that will always be visible – for example, the email address – and on the other hand the fields that you would like to fill in over time, subject to progressive profiling. Among the latter, you decide how many empty fields you will show on each visit.<\/p>\n
Not easy, is it?<\/p>\n
A live example will surely help you > Try to register to this page<\/a> (having cleared your Merlin\/Leonard cookies if you have already registered with us). And try again several times, you will see that you don’t get the same form each time you visit.<\/p>\n
Here is what I see in the back office in Marketo:<\/p>\n
\n![\"Marketo](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/Marketo-form-progressive-profiling-1.gif\")
Marketo form progressive profiling<\/figcaption><\/figure>\n<\/div>\n Here’s what you should get on the first visit:<\/p>\n
\n![\"Marketo](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/Marketo-form-progressive-profiling-2.png\")
Marketo form progressive profiling 2<\/figcaption><\/figure>\n<\/div>\n R\u00e9sultat, les champs au-del\u00e0 de \u00ab\u00a0Entreprise\u00a0\u00bb ne sont pas affich\u00e9s. Ils s\u2019afficheront \u00e0 la prochaine visite si je remplis tous les champs ce coup-ci.<\/p>\n
Very useful to collect customer knowledge over the visits without making complicated calculations to know what the visitor has already filled!<\/p>\n
And it’s native to Marketo (but since I don’t see it often enough, I’ll mention it here).<\/p>\n
Benefit: Keep forms short on every visit and improve your conversion rates!<\/div><\/div>\nUpload of files<\/h4>\n
A very simple use case: if you’ve lent your favorite Marketo to your recruiting buddies to manage communications with candidates, you must have thought about how to get the resume…<\/p>\n
No problem, you can add a “File Upload” field in the Marketo form!<\/p>\n
\n![\"\"](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/Marketo-form-upload-file.png\")
<\/figure>\n<\/div>\n<\/i> I IMPROVE THE CUSTOMER EXPERIENCE OF MY FORMS<\/span><\/a><\/div><\/div>\nPre-filling of forms<\/h3>\n
You may not have seen it, but Marketo changed the way it handles pre-fill in May 2019:<\/p>\n
- \n
- before that date, it was the cookie that was authentic and recognized you when you arrived on a Marketo page, and therefore triggered pre-fill.<\/li>\n
- Since this date, it is the email token that is authentic.<\/li>\n<\/ul>\n
The email token is this:<\/p>\n
\n![\"marketo](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/image-1024x528.png\")
Marketo token<\/figcaption><\/figure>\n<\/div>\n This is a unique code that identifies you when you click through a Marketo email. This means that you only have this code when you arrive on a Marketo LP from a Marketo email<\/em>.<\/p>\n
This prevents the person who comes after you on shared computers from seeing the information you entered in the form.<\/p>\n
But in terms of customer experience, in 90% of the cases, it is painful! And it strongly penalizes the conversion rate of forms.<\/p>\n
Especially when you promote your webinars on social networks, and your known contacts come back to register: they will not have the pre-filling in this case since they do not come from a Marketo? email.<\/p>\n
But we have the solution? : we can reintroduce the pre-filling “as before” thanks to a code-based solution that we embed on the website and\/or Marketo LPs.<\/p>\n
![\"Marketo](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/image-1.png\")
![\"URL](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/05\/image-2-1024x430.png\")