Enrich and qualify leads in your form: the marketing agency lead form

What we’ve been working on

Every day in the office, we spend our time trying to make forms a happier experience, for the people who fill them in and for the businesses that read what comes back.

One thing kept coming up. When a lead fills in a form, the work doesn’t end there. Someone has to look up the company, work out if it’s a good fit, and decide which leads need an answer today. Bigger companies have systems that do this for them. Most small and medium businesses don’t, and getting there usually means signing up for another two or three subscriptions.

So the sorting happens by hand. The leads go into a spreadsheet, someone works through them when they get a moment, and the urgent ones wait in line with everything else.

Since we’re all about making forms a happier experience, we’ve built both pieces right into Happier Forms:

• Enrich looks up the company behind every lead: its size, industry, location and what it does.
• Qualify scores every lead out of 100 against what matters to your business, and sends it the right way.

So now you can act on the urgent leads straight away, without sorting them out by hand in a spreadsheet.

To show how it all works together, we built a full example: a lead form for a marketing agency. Below is every decision we made, and the template is free to take at the end.

The form: ten questions on three short pages

Easy questions first, money questions last. By the time people reach the budget question they’ve already told you about their project, and they want to finish. Short pages also feel quicker than one long page, even with the same questions.

Page 1: About you

Name, work email, role, and the answer that does the most work: the company website. Enrich uses it to find the company’s size, industry, location and what it does, so the form doesn’t have to ask. Every question you skip is one less reason for someone to give up halfway.

Page 2: What you need

Services, pick as many as you like, with “Not sure yet” in the list, because many people know the result they want but not which service gets them there. Then one main goal, so they choose what matters most. Then an open box, “Tell us about the project”, which asks where they are now, what they’ve tried, and what a good result looks like in six months. That one box tells you more than every dropdown put together.

Page 3: Fit

Monthly budget in ranges, with the line “Agency fees only, not ad spend” underneath. Without that line, a lot of people give their ad budget, and the number means nothing.

“Who makes the final decision?” is the question most forms leave out. Someone gathering options for their boss is still worth talking to, but they aren’t ready to sign, and your reply should be different.

Two optional questions finish it off: “Have you worked with an agency before?” and, only for people who say yes, “What would you want to go differently this time?”

What we left out

• Phone number. It’s one of the questions people least like answering, and you can get it on the call.
• Company size and industry. Enrich looks those up.
• A price list. That belongs on your website, not in your form.

Enrich: the company, looked up for you

The moment someone presses send, Enrich takes the website and researches the company. It reads the company’s own pages and public sources, and comes back with the name, size, industry, location and a short description of what it does. Each fact comes with the page it was found on, so you can check it.

If the site can’t be found, Enrich says so instead of guessing, and the flow carries on with what the person told you.

Qualify: a score out of 100

Next, Qualify scores the lead on five things. Three have clear answers, so simple rules check them. Two need judgment, so AI reads the answers together with what Enrich found.

Each line gives points out of 100, and the weight says how much it counts. Budget counts three times as much as who decides, because for most agencies it decides more. The score is the weighted average.

The score then picks the way out: 70 or more is Qualified, under 40 is Not qualified, and anything in between goes to Review. If the AI isn’t sure of an answer, the lead goes to Review too, so a person decides rather than a guess.

How the math works out for three example leads, when the AI is sure of its answers:

• 91, Qualified. $5,000 to $10,000 a month, wants to start as soon as possible, decides alone, possible fit, clear goal. (300 + 200 + 100 + 120 + 100) ÷ 9 = 91.
• 64, Review. Budget “Not sure yet”, but ready now, decides alone, possible fit, clear goal. (60 + 200 + 100 + 120 + 100) ÷ 9 = 64.
• 32, Not qualified. Under $2,000, just exploring, gathering options for someone else, possible fit, no clear goal. (60 + 40 + 40 + 120 + 30) ÷ 9 = 32.

Three ways out, so the urgent ones come first

Each verdict sends the lead somewhere different.

• Qualified: you get an email straight away, with the score in the subject line, the reasons, what Enrich found and their answers. Reply and you’re talking to the lead.
• Review: the same email, marked “to review”, so you know it needs a person to decide.
• Not qualified: you get a short note with the reasons and a kind reply already written. Hit reply, paste it, send.

We kept that last reply for you to send rather than sending it automatically. Anyone can type any email address into a form, and a form should never email someone who didn’t ask for it.

Take the template, free

Everything above is ready to use as a template: the questions, the follow-up logic, the scoring, the three ways out and the emails. It’s free to take.

Once it’s yours, these are the first things worth changing:

• Budget ranges. Match them to your pricing, then change which ranges count as a fit in the “Budget fits” rule.
• What a good fit means. The “Company fit” question is written in plain words. Rewrite it for your business, for example “a B2B software company with 20 to 200 people”.
• Where hot leads go. Swap the email for a Slack message, a new deal in your CRM, or a row in a sheet, in the Flow tab.
• The cut-offs. If too many leads land in Review, move 70 and 40 closer together.

Or tell the agent what you want, like “add a question about their current website platform” or “send qualified leads to our #new-business channel”.

Not an agency? Enrich and Qualify work on any form. Add them in the Flow tab of a lead form you already have.

Questions