Stop asking known accounts what enrichment already knows

When to use it

When a lead form asks for company, size or industry and enrichment already identifies the company for much of the traffic reaching it.

How to run it

1. 1Hide the firmographic fields (company size, industry, revenue) for visitors enrichment already identified. Keep only what they want and how to reach them.
2. 2Give identified accounts the shortest honest form: work email and one qualifying question.

Why it works

Make the action easier to complete

Shorter forms convert better, and enrichment fills in the fields you cut, so no data is lost. MarketingExperiments' Marketo test went 9 fields to 5 and lifted conversion from 10% to 13.4%.

Source: MarketingExperiments (Marketo) / ImageScape field-reduction tests