Most businesses at some point start worrying about qualified leads and routing those qualified leads to appropriate outcomes. A nice pattern that we found that helps with this really in 2 different ways is what we call the interactive multi-step form, which is simply adding an additional multiple choice question simple to answer on the front end of your normal PII inputs.
So as we see with this example here, asking team size, some use cases, what they’re looking for, and then we lead to the PII. So we’re again getting the foot in the door with the simple answer questions, asking some some qualification questions, some things that are enriching that lead, able to provide us some more information. And then we ask for the friction-inducing type questions.
By the way, this is just 1 pattern of many that we’ve uncovered experimenting on B2B and lead gen websites. If you want our complete playbook, just DM me and I’ll send it to you for free.
The more advanced use cases do come from asking relevant questions that help you, the marketer, route that lead to better outcomes. So asking their company type, is it a recruiting agency, is it an in-house team? And then we can then route that lead to the correct SDR or AE.
Another example would be if your sales team is split up by use case or solution, depending on what the information the user provides in that first step, once they submit the actual lead form, we can surface different HubSpot calendars, calendars for the user to schedule a call with a specific AE or sales team member based on the information that they provided in the form.
