Create an Automated Signup Form for Leads
Learning Objectives
After completing this unit, you’ll be able to:
- Create an automated signup form campaign using Marketing Cloud.
- Customize a compelling landing page and form.
The example marketing effort described in this unit can be accomplished in Salesforce Starter, Pro Suite, and Marketing Cloud Growth or Advanced edition.
Gathering information about prospective sales leads and following up with them is common for growing businesses. Marketing Cloud Growth and Advanced help you accomplish that. For example, the marketing team at Ursa Major Solar, Inc. uses a customized landing page with a signup form to overcome disorganized lead tracking and no record of consent for follow up marketing materials. In this module, you learn how Ursa Major implements an automated campaign to generate leads.
Plan a Signup Form Campaign
To generate traffic to their booth during the Alternative Energies Expo (AEE)—which you can read about in Email Marketing with Marketing Cloud and Salesforce Starter—Erin and Lance use their social media channels to capture signups for Ursa Major promotional emails. They’re offering a product discount code and in-person swag to folks who sign up before and during the event. To capture information from their followers, the post links to a landing page with a signup form.
On printed materials at their event booth, they’re including a QR code that links to the landing page. After attendees submit their completed form, they can show the form’s confirmation message to a team member at the booth and receive their swag. A win-win for everyone!
Erin wants to use a landing page to share introductory information about Ursa Major Solar and a form to gather prospect details for the sales funnel.
She and Lance consider which information they want to capture about the prospective solar customer and decide to capture basic info like names, email addresses, and phone numbers. Then, to know where the lead came from, they also decide to include a “How did you hear about us?” field.
To accomplish their goals, the team has a few to-do items.
- Create a signup form campaign.
- Customize the landing page and form.
- Customize the flow settings to create lead and consent records.
- Publish and activate the content.
- Promote the page via QR code.
Fortunately, they can accomplish all of this by creating a signup form campaign in Marketing Cloud!
Create a Signup Form Campaign
To get started, Erin logs into the Marketing app, creates a campaign named AEE Interest, and selects the Signup Form campaign option.
The campaign record outlines Erin’s tasks and even has some of the work already done for her. Right away she sees three items: a customizable form (1), a landing page with the embedded form (2), and a flow (3), which puts the pieces together.
Customize the Landing Page
A partially prepopulated form is already embedded on the page (1), which saves Erin some time. With a few clicks, she can quickly tailor the landing page by replacing the template image (2) and text (3).
She starts by replacing the template logo in the header component with Ursa Major Solar’s logo. She crafts a compelling headline that entices users to sign up for emails and stay connected for product discounts and swag. Erin saves her changes.
Customize the Form
From the Landing Page editor, Erin can open the form. To edit the form, she clicks on the form, then Settings | 
| Edit. Since the team plans to promote the form on social media, she edits the form in the mobile form factor (1). She changes the headline (2) and the consent message (3).
The default form includes a Company field. Since the team decided they didn’t need to collect the attendee’s company, Erin selects the field and clicks 
to delete the field from the form.
She makes sure to include a clear and compelling call-to-action (CTA) button, like Sign Up Now (4).
Last, she decides to show a thank you message after someone submits the form. In the Form Submission section, she enters a custom message telling people to save the confirmation and show it to the Ursa Major Solar team at the AEE booth (5) to redeem their swag.
Map Form Data into Salesforce Records
Creating the landing page and form from the Signup Form Campaign template automatically creates and populates Salesforce records with form data. The template ensures that the default form fields are automatically mapped to the correct CRM fields. To indicate that the form relates to the AEE event, Erin adds a data source field.
In the content editor she clicks Fields (1) | Add Data Source (2), and then configures the data source (3).
Add a Lead Source to the Form
To track where the leads are coming from, and especially those from the AEE event, Erin adds the Lead Source component (1) to the form (2). She edits the label to ask, “How did you hear about us?” (3), and edits choices for the dropdown menu (4). To properly map the field values, input the labels exactly as they appear on the lead record.
To see how her landing page and form are looking together, she reopens the landing page to preview the content.
Erin has created an engaging landing page and a customized signup form with a data source that maps to the Salesforce lead object. Next, to automatically create records of user data, the team configures the campaign flow.