FormAssembly Marketing Use Case: Prospect Journey Builder Form

Nov 25, 2019 | Tips and Best Practices

Marketing teams know how important it is to understand the journey their prospects take when interacting with a brand. With marketing platforms like Pardot, you can score the activities and steps that prospects take in their journey to become a customer. It’s important to understand all of the different paths a prospect can take and to create a plan to accommodate them no matter which path they follow.

Did you know that web forms can help you role-play scenarios for various processes or customer journeys? In this use case, we’ll show you how savvy marketers can use FormAssembly forms to explore and chart the potential paths a prospect can take.

Getting started with your Prospect Journey Builder

There are a lot of marketing systems that score prospects, so keep in mind, this use case and concept can be utilized outside of Pardot and really, outside of scoring all together. This use case is very easy to set up—it’s the use of the form you build that matters most. So, the definitions you place in your form are key. Keeping the form accurate and up to date will be important as you continue to utilize the form for future scenarios and journey building.

Before you start building your form, the only information you will need is score definitions. These are the individual actions and the scores you have assigned to those actions. For example, how much is a form submission worth? 15 points? 20 points? You’ll want to have your score definition on hand so you can build fields out of those definitions.

The gist of this form is to calculate the total score a prospect would have when they take certain steps in your marketing to sales funnels. For this use case, we’re using Pardot’s default scoring definitions.

How to create your Prospect Journey Builder

First, start by building your form from scratch with + New Form in your FormAssembly account.

Next, add in a field set section from the Add Content drop down list. Once added, select the section and navigate to the Presentation tab under the section options on the left side of the screen. Set the section title to be hidden, and show a border as pictured in the second picture below.

Then, you’ll need to make this section repeatable. This will allow you to add more steps to consider in your prospect’s journey. In a perfect world, everyone would visit your website and become a customer right after their visit. However, there are a lot more potential steps prospects can take before they start to build a relationship with someone or a product they’ve never met or used. This will help you understand those possibilities.

Now that you have your section in place, you can place your drop down field into your form. That will allow you to select the action that you are scoring. This will be directly reflected from your scoring definitions sheet, or in this example, the Pardot default score definitions. Call this field ‘Activity.’ Add in as many actions as needed, then save your field.

Next, you’ll need to assign scores to each of the actions you’ve set up in this drop down list. This way, you’ll be able to display the scores for your journey at each step as well as show a total score at the end.

Select the drop down field, then under the field options, find the Calculations drop down section on the left side of the screen. Make this field a variable so you can add scores to each selection to be calculated and displayed in your Score field, which you’ll build next.

Name the field ‘Activity’ to keep things simple, then add the respective score for each activity you input to the drop down field as shown.

Next, you’ll set up another field in this section and utilize the calculations and variables features to display a score for the activity selected.

Select the Add Content button, then select Question, then Text Input field. Be sure this field is grouped next to the Activity drop down field and in the same repeatable section. This will be named ‘Score,’ and it will display the score for the respective action selected from the drop down list you just made.

After your Score field is in place, you’ll need to make it both a variable and a calculated field. When in use, this score field will be part of the total of activities and their scores, and will need to be part of the total field’s calculation.

The score field can take the variable name of ‘activityscore.’ This Score field also needs to be a calculated field itself, because it is going to be calculating the variable of the Activity drop down list. Since it is a direct reflection of the drop down field Activity, and Activity is the variable ‘Activity’, all we need to calculate here is the value of that variable. Enter only ‘Activity’ into the Calculation field under the Calculations tab for the Score field.

Lastly, we will make a Total field that will calculate the score for each section and respective activity we’ve added and selected.

Select the Add Content button, then select Question, then Text Input field. Be sure this field is set outside the section that the Activity and Score fields are in. This is because it will be totaling up numerous sections that are repeated, and won’t need to be repeated itself. This field will be named ‘Total‘, and will display the total score for all of the Activities you potentially show when using this form. After you set up the field, you only need to configure it to calculate the Score field. The Score field has the variable name of ‘activityscore.’ So, you will add this variable to the Calculation field under the Calculations tab of this Total field as pictured.

Once you have this last field in place, it’s time to give it a go!

Using this form to build potential prospect journeys will empower one’s understanding of how to curate content and handle prospects’ engagement in a more empathetic and personalized way.

When this form is submitted, you can also export its response to share as a framework or outline to review with others, or send it to your team. This could be the start of a larger process to identify specific journeys, build specialized content, and increase engagement success with your prospects.

Like this tutorial? Test it out for yourself with a free trial of FormAssembly.

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