The existing discussions on this topic I've seen are several years old, so I wanted to ask again and see what recent advice is out there. What do marketers use to help them with their form validation and data enrichment? I'm looking for something that will help us capture firmographic and demographic data about a lead as it converts on our website. For example, we don't want to ask for State, ZIP Code, or company size on our forms (in order to keep them short), but that information would be nice for routing.
We currently have DiscoverOrg and do utilize their webhook after a lead gets created, but if we can have the lead self-select their correct company upon conversion, that would increase the number of correct matches and useful data. I feel like trying to get that through the webhook after the fact is less effective. I do understand that DiscoverOrg offers FormComplete (maybe from their RainKing acquisition?), which does some interesting stuff with forms; however, that tool requires you buy into their larger database option (including a required pay by credit situation), which has its own downsides and concerns.
I remember Marketo having this exact form functionality previously (although it doesn't seem to anymore...?), and so I looked up ReachForce, which is now owned by Leadspace. This is what I'm evaluating currently, but I'd really like to know if there are any other options out there.
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