Hey David, you'll lose some benefits of Marketo's UI in doing this, but you can obviously choose if the scalability gains are worth the loss of UI functionality.
This is treating forms as embedded as opposed to natively integrated, meaning you'll lose:
- Dropdown references to actual landing page names (meaning if you have smart lists or triggers based on web pages on the form fills, those will break if URLs are changed)
- Landing page conversion rates (like Sanford mentioned above)
- Auto-fill on forms
What we like to do is have a few universal forms in the Design Studio that are boiled down to a few requirements like Content Download, Hand-Raise Form, and Webinar. You can tokenize some important values in those forms so you can change the values in the program/folder level: (1) submit button text and (2) follow-up page URL. Really, we have a little more than 5 total universal forms, and then triggers in Marketo are based on "Fills out form, form is any, and constraint of web page is _____." The web page becomes the best identifier of that form fill-out.
Here's the tokenized submit button text.
In form setup:
Program token value:
How it looks on the approved landing page:
The way we trigger based on Universal forms:
Here's how we tokenize the follow-up URL, so we don't have to open the Landing Page editor and manually change the follow-up page through form editors every time:
Consolidated forms means if you have progressive profiling or hidden values in forms, you just have to edit a few different forms instead of having to update the number of forms based on the number of programs. Really helps when you're doing overall form improvements very quickly instead of a spread of effort over many different places.
Cheers,
Edward Unthank | Founder, Etumos
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