What type of additional information are you trying to get from these non-customers? Is it information that could be retrieved using a data vendor like ReachForce? Personally, if I started to fill out a form and all of a sudden more fields showed up without a reason (i.e. state showing up after I select country is fine), I'd be likely to abandon it.
Is it essential you gather this information right away? Can it not be done progressively with other content later on down the road?
Michael, yes - that was the first thing I did too. Set up the thank you page based on segmentation. But it turns out this organization doesn't have a "Customer" segment. Bummer! And when I say the form is simple - I mean the front end of the form itself - ie it just asks for name and email. The backend need not be simple! I'm looking at this: https://community.marketo.com/MarketoArticle?id=kA050000000Kyxj Is that the right path? Jason - the form is sitting on a product "upgrade" page, and the purpose of collecting the information is to match against the list of existing customers (by email address). When an email address match is not made, more information is asked so that the human that will have to find this person in the list of customers will have additional information (like address, date of birth, etc). Make sense? Thanks!
Retrieving data ...