Using Forms to Generate more Business Leads

At one point or another, every person has come across a form they were required to fill. This has led to forms being taken for granted, despite how impactful they can be. 

Forms are very critical, especially in the digital marketing space. They help you connect to your audience base and drive engagement. Let’s take a closer look at the power of forms and how you can create forms in the Munro Agency form builder. 

Benefits of Forms

Forms are beneficial because they allow you to:

Ask the right questions for any stage of the lead’s journey

You can have a contact form, an email online newsletter sign up form, or even a robust question profile building form. All these forms are ultimately aimed at the same thing. Form submission is essential because it allows people to self-identity, which means that they get to drive the narrative. Many of our marketing tools are driven by engagement, and forms allow people to take active consent. 

You may choose to take a generic approach to get people’s contact details through forms. You will however find that it is more useful to ask different questions as you go. Forms allow you to ask the kinds of questions that will start to shape how you react and cater to those people. This applies to data entry and expansion of your base.

Give and get information from the lead

In terms of functionality,  when an individual submits a form that is attached to our platforms, a contact record will be created for that individual. If that individual already has a contact record in the platform,  their details will simply be updated with that form submission if there are any changes. If there are no changes, then their information will simply be confirmed.

Form submission is one of the most impactful ways that you can add to your audience base. You are providing a service to them and in return they are giving you information, which means there is an exchange of value. 

Learn how they heard about your company

The active consent by people comes from when they initiate this type of activity (filling a form). This allows you to execute a lot of the features that Munro Agency allows you to utilize when catering to your audience because when a form is submitted, the tracking ID is attached to the device that they submit the form from.

This unlocks our platform in a variety of ways and really opens up the functionalities that you have access to. You get to identify the sources of your traffic and you can capitalize on that information. 

Launch personalised marketing campaigns

Forms are also a critical point of conversion because ultimately, a form submission is one of the tipping points in terms of campaign membership. This is a way for you to confirm that people are enthusiastic. Forms allow people to come into your orbit or to confirm their connection with you.

Getting a form submission will allow you to move forward in a manner that is more robust based on the knowledge you already know. Ultimately, this is how you get to have personalised marketing initiatives and strategies. You are able to get the insight in regard to how people came to find what you are offering. You want to understand your clients and to have your clients identity with you. 

Munro Agency Forms 

There are two aspects of a form; the aesthetic aspect and the functional aspect. Forms work best when they are very specific to the environment in which they operate. Being able to identify, even before someone fills out a form, the kind of information they are trying to find based on the pages they have visited can be helpful. To get the most out if the Munro Agency forms:

Create custom fields to ask the right questions

You can use custom fields to get specific information that you require from your leads. Plan out your custom field strategy from the beginning because everything you collect on your form is hinged on those custom fields. 

Set up a queue of questions to be answered over time

You can use the information from the custom fields to drive your automation, nurturing and segmentation forward. You need to be able to express the data you get in a manner that resonates with both you and your marketing team. Some leads may not be comfortable giving you some information at initial contact, which means that it would be more effective to introduce some questions at a later stage of the interaction. 

Automatically sync in-app form updates to every site

There is only one base requirement when it comes to Munro Agency form creation, and that is that you have to have an email address on the Munro Agency form for you to generate it. That is because the email address is our unique identifier in terms of an individual. In order to create an active and accurate contact record, we need to collect an email address.  

Building Out Forms in the Munro Agency Form Builder

In the navigation section, forms will be underneath the marketing side in the content section. When you click on ‘Forms’ you will be taken to the form submission reporting. This is a great place to keep track of your form submissions once they have been filled out. From here, you can see which forms are getting the most submissions from your leads. There are a number of graph options you can view to get the data on all your submissions. You also get to see which of your forms are currently active. 




On the upper right, click on ‘Create Form’ to create a new form. The first thing it will ask you is to name your form. You will choose what type of form you want to generate. You have three options here: a SharpSpring form, a native form or a 3rd party form. You will also need to choose what your leads should be assigned as. This will be based on the strategy of your form. The contact-us form is one of the common examples of a standard qualified lead form. You might want to have your sales form assigned under ‘Qualified leads’ because you need to know when you get new leads.


form builder

Once you have filled that and clicked on ‘Continue,’ you will be brought to our form builder. There are three different tabs here: the field tab, the styles tab and the settings tab. 

The field tab

When it comes to the field tab, you have access to standard and custom fields. Basics on your form can include a first name, last name, phone number and email address. 

form builder

You can add custom fields in your form and this is where having a plan for your custom fields becomes useful. You can have a drop down list option for your custom fields where people can choose one of the options available. You are also able to add things like HTML elements to your form such as a header. 


form builder

Once you are done creating your form, click on ‘Save changes’ on your upper right to save the form. This allows you to see the changes you have made in real time. Immediately you click on save, an embed code pops up. You can copy this code and paste it wherever you would like to have your form displayed. The embed code will be dynamic which means that whenever you make any changes to your form, the embed code will immediately reflect those changes on your website.  


form builder code

Referral fields are fields that are designed to accept information about other leads. You can add a referral field. Once you do this, you get the basic fields that you would get in a normal form, but it also creates a lead on your behalf. This means that you can have multiple people fill a form on your device without jumbling up the tracking information. It is a great tool when it comes to lead collection and lead generation.

You want to take into consideration the type of form you are generating, in terms of the type of information you are collecting. It is worth noting that if you are collecting information for a sales process, then it should be from someone who is already interested in what you have to offer. In such a case, you can take a little more liberty with the volume of information that you are requesting. 

If it is something that is more of an initial reaction,  you can take a more generic approach and be a little more focused in your asking.  People who are not familiar with you or what you have to offer may not be as comfortable providing with a range of information that you may be asking for. 

One of the most useful features of this form builder is the progressive profiling field. This feature allows you to control the temp at which you are requesting information. You can take any of your created fields on the form and drop it into the progressive profiling section.  What this does is that when a new lead visits your page, they will fill the first basic fields.

If they leave and return to your website page again, the form will now have different options that will be coming from the progressive profiling fields. It will cycle in the fields from the progressive profiling information, allowing you to get more information about that person. 

form builder

There are also special fields in your form such as the Informed Consent (GDPR) option. This is where you get to ask people to opt in for consent. You cannot edit the text on the ‘Informed Consent’ field because it has been crafted in a manner that satisfies all the legal requirements, It would therefore be ideal to use it as it is. You can also have a “How did you hear about us” section under the special fields. 

The styles tab

The form styler allows you to change the style of the form without needing to upload your own CSS file. You can link it up to any CSS file you have and then will also have the option to use the visual styler under the advanced settings. This allows you to see what the form will look like when it is done. 

You can play with different features of the styler and see the changes reflected in real time. For example, when you change the color or the font, you will see that change reflected on your form immediately.  


form example

You can click on ‘Test the form’ on your upper right to preview the form. It will open up to a new window and let you see the page. When you click on ‘Save changes,’ the form will ask you whether you want to save the form as a pre-set or you want to change it as an independent form. A pre-set form will be available anytime you want to create another form in the future. There are also button settings you can play around with which allows you to change where the ‘Submit’ button is located and what it looks like on your form. 

The settings tab

This tab has all the general settings related to your form. You can change your form name and your form dimensions from here. You can also grab your embed code from here when you need it. We have the reCAPTCHA option here, which stops bots and website crawlers from filling your form. You can turn it on by sliding the toggle button. 


embed code form builder


Another option that we have here is the ‘thankyou page’. You can add your data to the thankyou page so that the page can reflect data that was submitted. You can show your ‘thankyou page’ directly or you can use a page URL to redirect leads to that page. Under the ‘Auto-responder’, you can add your email to the automation engine to respond to emails that come to you. You can adjust how your leads come in under the ‘lead status’. 


form builder

Postmark data is very useful if you want to integrate to any third parties. For example, you can postmark your form data into a third party application for various purposes. The ‘Pages detected’ section helps you track where your form is in your website.  Here is an example of a completed form made through the form builder.  


form builder


You can connect your form to your visual workflow.  For this example, the trigger will occur when a contact fills out the form. The action taken will be the creation of a phone task due the next business day so that you can get back to your lead. When you do this, the task will be reflected in the form builder automatically, where you will see that you need to make a phone call to the lead. 

form builder


form builder


This allows you to be more consistent in how you handle your leads and opportunities, regardless of when the engagement happens. This ties into sales optimiser because it gives you the ability to create your opportunities directly from the form submission. You can drop your lead into the correct pipeline and assign them a lead owner to handle their needs. This really helps you keep everything in place while not having to do all the manual work.

3rd Party Forms 

The Munro Agency works with other data collection portals to help you collect information easily. Our tool is not the only data collection tool available and we want to make sure that you have access to other complementary tools as well. This is where third party forms come in. They can be of use when you already have a process in place and you prefer not to alter the systems, or when you have a form that you are comfortable with and prefer to continue using it. 

It is critical to get any type of form collection connected to our platform. You can easily sync with other form builders in just a few clicks. We provide you with a pre-built code that can fit in almost any form provider. We provide tailored integrations for major form providers such as Gravity forms, Salesforce and Wufoo. 

When we were looking at our form builder, there was a section for native or 3rd party forms under the fields tab. Clicking on the 3rd party form will generate a pre-built code that pushes the submission to an end point that will mimic a direct submission.  

Let’s do a walk through of how to connect your 3rd party form directly to your account on our form builder platform. 

When you click on ‘Create new form’ you will select the ‘native form’ under the form type instead of the ‘SharpSpring form.’ 

form builder


You will be provided with a piece of code that will take the data that your native or third party form is collecting and push it directly to your Munro Agency account which is identified automatically. Once you have the data in place, click on “Reference this page” and it will show you the data that you have received from the form.

The information will be saved based on the mappings that you have in place such as first names will be mapped onto the first names section.  You can save your mappings and you will now have your form up and running.  You will see who submitted the form, which form was submitted, the time of submission and their email address or phone contact. 

form builder


Facebook Lead Ads 

This is one of our new features which is an expansion of our integration process. Facebook Lead Ads is a feature that will automatically sync Facebook lead data with Munro Agency to engage prospects with marketing automation. They are a great way to connect with people in a more open marketplace.  

Lead Ads is a method of form collection on Facebook. We cannot place our relay script directly onto Facebook so we were looking for a way of providing ease of use to render the data that you collect on Facebook directly to your Munro Agency account. 

This integration will automatically create a record inside of your platform, as well as create a campaign and add that individual to it. This is created for expansion because it connects to where leads are coming from. You will be able to collect any data from lead ads and directly render it into your Munro Agency account. 

form builder benefits

Let’s go through how you can create this connection from our platform. 

The first thing you need to do is access the settings on your Munro Agency account. You can do this from the upper right section of your homepage when you click on the profile icon. 

form builder


You have to be an administrator to access the 3rd party settings. All integrations lie on the 3rd party settings on the dashboard. Right at the bottom of this section is the Facebook Lead Ad prompt. 


form builder


When you click on that, it will take you to a Facebook connection area. You can connect to a number of pages or lead Ads here. As long as you are an admin in Facebook, you can log in with your credentials. 


form builder

When you first collect the information on the Munro Agency platform, you will first need to map the information like we did for the native forms. This is simply directing the platform where to place the information that is incoming. After you map the information, the form will be connected and you can then save it.

Here is an example of a form on Facebook and the information coming into the Munro Agency account under campaign insights. 

form builder


form builder


The tag that we generated into Facebook for these campaigns is the ‘Facebook Lead Ads’ tag. If you have connected 10 different lead ads, you can run campaign analytics not only on the individual Lead Ads themselves, but you can run analytics based on the tag. This will give you the aggregate of all the performance of your leads Ads. 

form builder

Facebook Lead Ads help you maximize on the audience you are engaging with. You get to connect with people in an impactful way, which allows you to generate leads automatically. 

If you would like to see how our remote working tool can help your business grow, then why not give us a call and request a free trial at Munro Marketing, we build custom B2B Lead Generation Campaigns for our customers. We will help you create effective forms to generate more business leads. If you are a start-up or SME, why not take a look at our Small Business Marketing Services