Forms and Lead Generation go together like Kanye and Kim. Top that off with Marketo’s Web Personalization (RTP) and extend your marketing efforts using personalized targeting to engage anonymous and known visitors on your website.
Once you deploy the RTP tag, form submissions are capture out of the box. But, let’s take a look at some of the nuances behind form submissions and how that data is captured in RTP and in Marketo Lead Management (MLM). The below discussion assumes that Munchkin code has been deployed on your website.
What happens after the form is submitted?
When a visitor fills out a form on your website where the RTP tag has been implemented they immediately become known in RTP. RTP captures every form submission – whether you are using Marketo forms, or not.
If you are not using Marketo forms, form submission data is not synced to MLM. If you want that data in MLM look at using Marketo’s Forms 2.0 JavaScript API*. There’s a great blog post by Kenny Elkington that can be found here if you are looking for more information.
If a visitor fills out a Marketo form on a Marketo landing page with the RTP tag deployed on the Marketo landing page, the visitor becomes known in MLM and RTP immediately. The sync between RTP and MLM happens every 5 minutes, so the visitor’s lead data will be available in RTP within ~5 minutes.
A visitor filling out a Marketo form on a non-Marketo landing page with the RTP tag implemented on the website gives the same result as the above scenario - the visitor becomes known in MLM and RTP immediately.
For a visitor filling out a Marketo form on a Marketo landing page without the RTP tag, they are initially known only in Marketo. Once the visitor visits another page on the domain with RTP tag installed they will become known in RTP.
Here’s a handy chart to help illustrate the different behaviors:
Form location | Is RTP Tag implemented on website? | Is RTP Tag implemented on Marketo Landing Page? | Does the visitor become Known in Marketo (MLM)? | Does the visitor become Known in Web Personalization (RTP)? |
Non-Marketo form on non-Marketo landing page | Yes | N/A | No* | Yes |
Marketo form on a Marketo landing page | Yes | Yes | Yes | Yes |
Marketo form on a non-Marketo landing page | Yes | No | Yes | Yes |
Marketo form on a Marketo landing page | Yes | No | Yes | Known only in Marketo until the visitor visits another page on the domain with the RTP tag implemented |
Let the conversion optimization begin!
Special thanks to Yanir Calisar for his assistance with this post.
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