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How to Capture and Automate Lead Qualification with Forms

All businesses need relationships, but maintaining them may be challenging. One of the crucial actions that businesses can take to make sure they are making the right decisions is data management.

Baserow is an open-source no-code database that offers the ability to increase business efficiencies to capture more leads, convert qualified leads into paying clients, manage team check-ins, monitor organizational activities, track hiring processes, or facilitate registration.

Forms enable you to collect useful information from potential customers, which you can then use to improve your marketing efforts. With a simple method for creating online forms in your database, the form view provides a solution for collecting information without the stress of spending a copious amount of time with lead intake and qualification processes.

What we will build

You can gather leads if you know how to build an online form. In this tutorial, we’ll use Baserow to automate the process of gathering and curating leads by

  • building an easy way to collect information using forms.
  • sharing the form publicly to capture emails and other information about prospects
  • automating your Lead Generation to Increase conversion

Let’s get started.

1. Build a Baserow Database

If you haven’t already, log in to Baserow.io. We need to set up a workspace and add a database within the workspace.

The first step is to create a workspace. To create a new workspace, select ‘+ Create workspace’ from the dashboard page and enter the workspace name as ‘Sales Team’. Then click the ‘Add workspace’ button**.**

If you are just getting started with Baserow, we recommend you read our documentation on adding collaborators to your workspace.

Next, click the ‘Create new’ button to add a database. A default table will be created when you create a new database from scratch.

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Let’s get into populating data in your Baserow database.

2. Add lead qualification questions

The next step is to add the lead generation questions as fields in the table.

If you have a record for a potential customer that contains their name and telephone number, each of those pieces of information is considered a field. The collection of data within the fields along one row creates a record.

Long forms reduce response rates and can cost you valuable prospects. Thus, we want to build a form that is engaging and converts.

Add the following fields to the table to create a more effective and targeted lead capture form:

Field Name Field Type
First Name Single line text
Last Name Single line text
Email Address Email
Job Title Single line text
Company Name Single line text
Company Website URL
Company Size Single select
Industry Single select

This information will help you weed out leads that are out of your specific area of expertise and buyer persona, to determine whether they are promising leads.

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Tip 💡 To expand the single select options, add an option named ‘Other’. Next, add a new field to collect other data.

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You can be sure that you are collecting important lead data by including these questions on your form.

Now, let’s streamline your data collection process to capture leads.

3. Set up a lead capture form

A lead generation form is a simple yet effective way to collect contact information and other information. Baserow form view makes the process of creating a lead generation form more user-friendly.

Forms can be automatically created from your table fields. We can easily build a form to collect a lead’s email with the click-to-add functionality - without the need to build the form from scratch.

To create a new form view in your table, click the existing view at the top of the table and select ‘Form +’ from the popup. Name the view then click ‘Add form’ to quickly add a form.

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To add fields to the form, you can either select individual fields on the left sidebar or click the ‘add all’ button.

To learn more about customizing form displays, read our documentation on how to work with Baserow forms.

4. Customize the form questions

While it is important to gather sufficient data to qualify your leads, you must also keep them engaged. By using Baserow, you have the flexibility to fully customise your form.

  • Include your brand visuals by editing the cover image and logo.
  • Click the pencil icon to edit the title or description fields.

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To remove a field from the form, select the field then click on the ‘eye’ icon.

Add logic with conditional responses

Instead of a static form, we want to change the questions based on how a user answers a question. This will improve the form-responding experience to vary what a respondent sees and what happens based on their responses.

Select the field tab of the response field you want to make conditional based on responses to a previous question. Toggle on the ‘show when conditions are met’.

For this use case, we will use the conditional logic to show the ‘Other Industry’ field only when the respondent chooses ‘Other’ as the Industry option:

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Use Survey Mode to create engaging interaction

With the Form view, you can choose between the Form or Survey modes.

  • Form mode - All fields are visible and vertically stacked. With the Form mode, you can preview all questions at once.
  • Survey mode - One field is visible at a time. Navigate between questions in the editor mode by using the arrows at the bottom-right of the screen.

Information overload makes it much more difficult to convince people to commit, even if you have something they need. With Survey mode, respondents can answer one question at a time, just like in a real-life conversation.

To select a mode for your view, click on ‘Mode’ at the top of the screen and choose Survey mode. Upgrade to the premium version to use Survey and get access to the premium features.

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If you already have information about your respondents, such as their name or email address, you can use query parameters to pass that information on to your form. This reduces the number of unnecessary questions.

To learn more about how to use pre-fill parameters in the URLs, read our documentation on pre-filling a form.

5. Share and promote the lead generation form

Now that the form is set up, you want to make this form public to receive submissions.

To share the link with anyone, click on ‘Share form’ at the top of the screen and proceed to create a private shareable link to the form.

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After you create a private shareable link to the form, you will find the link settings in the ‘Share form’ pop-up of your form. Copy and paste the link to easily share your forms with anyone or embed the form via an iframe tag!

The lead generation form can be easily shared through social media channels such as Facebook and Twitter, and email newsletters. Also, embed in a webpage and your company blog to drive traffic toward your lead generation form.

Next, we’ll include the data collected in lead nurturing email campaigns to engage and persuade prospects to move down the funnel.

6. Send lead nurturing email campaigns

Gathering data is an ongoing activity rather than a one-time event. But what if you can do the task without using all of your time and energy? Data collected can be used to digitize workflows and automate processes so you get the job done faster and with greater security.

Baserow makes it simple to not only get leads but also store, organize and integrate your form with more than 5,000 web apps.

Set up automation to transfer leads to ActiveCampaign or any other tools when a new lead has been captured, the lead status is changed, or the lead completes a form.

Learn how to integrate your form with other apps.

What’s next?

Baserow integrations can be very helpful for whatever you want to do with your data. With this tutorial, you can set up a workflow to transfer new emails to MailChimp, store large files in Dropbox, or even get notifications in Slack.

In case you’ve run into an issue while following the tutorial, feel free to reach out to ask for help in the Baserow community.

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