Is there any way we could show a form (created in marketo but embeded in an external page) only to a certain segment of people that we choose previously?
You can if you have web personalization ad-on.
I thought that it was only possible to work with "banners" when activating web personalization, not with forms. How can we do this? We were thinking on applying it to a lightbox form.
You have 3 types of web-campaign available in web-personalization:
In your case, you should be using the "In Zone" type. Check out this product doc for more info: Create a New In Zone Web Campaign - Marketo Docs - Product Documentation
Hi Amit! I can see in web personalization that we can create a banner type of asset, not a form. Am I wrong with this?
You should copy them form embedded code and out that here instead of putting that directly on the website. So if the visitor matches the segment, the form will show up.
swapping forms via Web Personalization are some of my favorite use cases! Amit Jain is right -- you'll swap out that whole Div with the In Zone campaign
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