Hi everybody. I hope you are marvellously well. Let's talk today in this Marketo Tip about how we can push Marketo to produce smart forms that deliver outstanding customer experience and better data quality, especially for our B2B (inaudible) particularly long. I'm Sylvain Davril, founder of Merlin and Leonard, and certainly the team's Leonard, and this is a new Marketo Tip. Hey guys! So here, the idea is to get all the profiles of your visitors, thanks to multiple touches, because we are in the B2B context. And we suppose that your visitors will come multiple times on your website, on your forums, because you will get them value-added content. So for instance, here, I will take the example of a person subscribing to my Marketo Office Hours first. Then he will come back on Infographics Download. Then he will subscribe to a Nurturing, on data quality, for instance. Then a Webinar Registration, and then on a Gated Quiz. I would like to collect plenty of information, and that's what I put here. You see, I've got certainly like 12 or 15 fields and all the interest here I want to collect. I cannot ask that at once just for the first time because we know, you know that the more fields you ask, the lesser probability you have that the person will enter the form. So you have to keep your form very, very small and ask for information using the multiple interactions you will have with them. So here, that will be what my form will look like at the first touch. When a person comes back, it will be this one. A third time this one, a fourth time this one. And step five, the person is perfectly known, and we will not ask anything again. Let's look at what it looks like in live. So here, I'm on this Marketo Office Hours page, and you can subscribe here. So I am on my website here, it's not a Marketo landing page, it's a WordPress page, and I have my form appearing here. So you see that I'm not recognised because I've just emptied my cookies. So I will ask for First Name, Last Name, Business Email, Country, and Company. Those two fields here, you will see, they will be filled out with the choice of the company. So it's just normally hidden fields, but I just put them here so that you can see that the choice of the company will trigger the filling out of those two fields. And here I've got my consent, my GDPR consent. So let's do that. So here, the first functionality we have is that the script will automatically recognise if I make an error. Here I've entered my email and I've made a mistake on the email. So you see, the script will query automatically the Google APIs and check if the email is correct or not. It will tell me right away if the email is incorrect, and I will not be able to submit if the email is incorrect. So I'm obliged to correct my email and check my email. So that's great because you will prevent false emails from entering your database, which leads to a better customer experience. The person will immediately correct and will get the subscription he wanted because if he enters an email by mistake here, he will have the feeling that he's just subscribed to your page, but he will not receive anything. And you will have a false email in your database with which you don't know what to do. So that's a great help, this one. Then I will choose the Country and the country will decide automatically on which database I will query the first letter of the company. So let's try. So here I'm asking a French Open Data database called Insee, and it will give me all the companies having those letters in the name. So for Merlin Leonard, I have to type everything because of the slash, it doesn't like that, and here I can find my company. You see that those two fields, Number of employees, Industry, plus Address, Turnover, and other fields are automatically filled out. Here on my GDPR Consent, what I like here is that I've got only one master form for all my pages, meaning for my event pages, for my newsletter pages, for my Marketo Office Hours pages, for my (full touch) pages, and for my training registration pages, I have five consents, five GDPR Consents. So based on the page on which I put the form, the consent will automatically adapt. So meaning that I just have one form to maintain, that's great, very comfortable just to have one form, and it will dynamically adapt based on the page I'm on. So here I can Subscribe, and here I have a smart exit call-to-action. So based on the field you've just entered, you can have a specific call-to-action or a specific page. So here for me, it's very simple. I propose to Book a Demo on Marketo or just a simple meeting proposal, and if I click here, I will arrive on a page where I can directly take a meeting. So that's the first step. Let's wait some seconds, so that the Smart Campaign Marketo actually triggers, and we will see the magic happen for the second step. So now, this is the second step. I do the example on the same page, but as you have just the same form I put on all the pages, it will be the same if I go to another page. But for the sake of simplicity, let's stay on this page. So here the second step, I will ask for the Preferred Language, the Job Title, and the Department. That should be English. That's wrong, I should correct that. And again, here, I'm recognised because based on the cookies, it has recognised that I'm Sylvain. I can say no, I'm not Sylvain because I'm on a public computer, so please remove the cookies. That's a great help if I want to remove the information. If I want to go to this Preference Centre, I click here, and I will arrive here at the Preference Centre. That's the French one. That's a mistake. That should go directly to the English one. So let's go to the English one. And here I'm recognised with the information I've already entered, but I don't have much information yet. So let's submit this one. I can review my information if I want, and I can Subscribe with the second step. So the third step, here, the City, I ask for the Telephone Number, and I can choose exactly the format of the phone number. Here I've got some security that prevents me, for instance, to... I tried to type letters, but it's not accepted. I have to enter a correct phone number, and here I cannot type more than 10 digits, which is the norm for French numbers. So again, great data quality help for the phone number here. And for the marketing information and CRM, I can input that, Subscribe, so the fourth step is done. Okay, I'm here. So the fourth step, meaning I've come already three times on a website, on a form, and Marketo has detected that I'm at the fourth step. So here I want to collect the interests of the visitor. I need to correct that. I have an automatic campaign that triggered automatically some interest. I need to remove that because I don't want that, but here I can choose what exactly I'm interested in at Merlin and Leonard, and obviously, you understand that if the person tells me that, I can trigger Nurturing Flows based on his or her preferences. That's great and that's a very good help for the inbound marketing strategy I want to put in place. Obviously, all those interests are the ones I have also on my Preference Centre. Right, so let's Subscribe. And here, I'm perfectly known. So if I try again, okay, now fourth step, I'm perfectly known. All the fields are entered and I can subscribe directly, not having to enter anything. We can, for instance, decide that after six months, the form will pop up again with all the information pre-filled, but that will oblige the person to review his or her information. Here I've got everything entered. That's great. Same for the Preference Centre. If I refresh, I have all my information that is here and I can correct it if I want. Just this consent. So that's great. I think that's a pretty cool smart form that can help you build buyer journeys and collect information all along smartly and prepare your inbound marketing strategy. If you need any help to put that in place in your environment, don't hesitate to contact us. We will gladly help you to put something similar in your Marketo. Bye.