Are forms dead?
Summary - While messenger bots gain popularity, find out why forms still play a crucial role in effective marketing strategies.
I have seen an increasing tread that claims ‘forms are dead’. We’re talking lead capture forms here folks. Every marketers trusted sidekick.
With the increasing popularity of messenger bots claiming they can do everything from capture lead registration information to close million dollar deals for you, is this really true? Can you get rid of all of the forms on your website?
I don’t think so, not yet.
There are a few vendors in this space, with Intercom is currently the closest to being able to eliminate forms IMO. Their Operator product is a great combination between a messenger bot and personal engagement with real human beings. According to them, the bot technology is just not there yet for a full-blown messenger that is going to be able to hold its own with a conversation. I couldn’t agree more. What I like about their solution is its a good blend of automation and human interaction.
I think the biggest place where something like Intercom’s Operator product could be useful is replacing the contact us form on most company’s websites. Some of the qualification forms people use are simply crazy. No one wants to fill out 100 form fields.
Meanwhile, if you simply have a button for someone to chat with someone immediately, you can get near instant replies, and capture the information in a much cleaner and faster way.
One of the nice features about Intercom is it integrates with Salesforce. I haven’t tried this out yet, but I assume you can still figure out a way to link any new leads to a SFDC campaign so you don’t lose any attribution for leads coming in through this source.
To me, the idea of having a chat in order to provide someone with their whitepaper or to register for a webinar just doesn’t make sense yet. But, maybe one day it will.
In the meantime, I’ll stick with my old-school forms.
Co-Founder & CEO, Knak
Pierce is a career marketer who has lived in the marketing trenches at companies like IBM, SAP, NVIDIA, and Marketo. He launched Knak in 2015 as a platform designed to help Marketers simplify email creation. He is also the founder of Revenue Pulse, a marketing operations consultancy.