Lead to MeetingEasyMedium Impact

Abandoned Form Follow-Up

Convert inbound and known leads into booked meetings

Sales Stage

Pre-Sales

Difficulty

Easy

Impact

Medium

Channels

Overview

Half of all website forms are left unfinished and not submitted. Maybe the prospect got distracted or they weren’t ready to talk to a rep. Following up on abandoned forms (partially filled forms) can boost your lead volume by 100% — and you can capture emails from these forms in real-time using ZoomInfo's FormComplete. Through FormComplete, these emails are enriched with the prospect's name, title, job function, level, and associated company data, including potential Buying Committee membership. Marketing teams can nurture these leads or retarget them with ads, while sales teams follow up on potential opportunities.

Key Features

Webform Tracking & EnrichmentWebsite Visitor IP TrackingABM Audiences

Data Types

FormCompleteContact DataCompany Data

Triggers

Identify forms abandoned by contacts or companies within your ICP

Actions

Export
Send records to your business system (CRM, MAT, SEP, CSV)
Assign to a User
Then enroll in a Campaign (optional)

Default Natural Language Configuration

When someone select form interaction the form(s) select form(s) then export to select system as record type and select campaign and assign to select user

Standard Operating Procedure

1. Implement FormComplete

Set up ZoomInfo's FormComplete on website forms
Configure to capture partial form fills and abandonments

2. Define Target Criteria

Establish criteria for identifying high-value partial form fills
Set parameters for ICP (Ideal Customer Profile) alignment

3. Automated Lead Capture

Monitor for partial form fills and abandonments
Trigger data enrichment process in ZoomInfo

4. Data Export and Enrichment

Export captured leads to CRM/MAT/SEP
Enrich contact and company data using ZoomInfo

5. Lead Segmentation

Categorize leads based on form type and completion level
Determine appropriate follow-up strategy for each segment

6. Campaign Enrollment

Create targeted nurture campaigns relevant to partially completed forms
Enroll captured leads into appropriate campaigns

7. Multi-Channel Engagement

Implement retargeting ads based on form interaction
Assign high-value leads to SDRs for personalized follow-up

8. Performance Tracking

Monitor conversion rates from partial to complete form fills
Track engagement metrics across nurture campaigns and retargeting efforts

9. Continuous Optimization

Regularly review and refine form capture criteria
Adjust follow-up strategies based on performance data

10. Compliance and Data Privacy

Ensure all data capture and usage complies with relevant regulations
Implement proper opt-out mechanisms in follow-up communications

Yield Model

Yield in $ Formula

Potential Yield = (VAF * IR * ER * CR / 10^6) * ADS

Key Drivers

Identification Rate (IR)Engagement Rate (ER)Conversion Rate (CR)Average Deal Size (ADS)Volume of Abandoned Forms (VAF)

Driver Definitions

Identification Rate (IR) This measures the success rate in identifying the company or organization associated with an abandoned chat.

Engagement Rate (ER) This reflects the success in engaging the identified company's buying group or relevant contacts.

Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy.

Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited.

Volume of Abandoned Forms (VAF) This metric represents the total number of forms that were started but not completed. It serves as an indicator of the potential lead volume that can be recovered and nurtured.

AI Agent Prompt Template

I. Prompt Instructions - Overview

Write an email to a prospect account that visited a key landing page on your website and abandoned the form. The email will re-engage the prospect by providing relevant content, such as an invitation to a webinar or access to a useful resource.

II. Information Included

The email will include personalized information between <context></context> for proper dynamic insertion:

Landing Page Information: Information about the specific landing page, the offering, and the relevant pain points that the product/service solves.
Company Information: Insight into the prospect's company, including identified pain points and behavior from engagement history.
Signals & Behavior: Details on the account's engagement history and recent intent signals.
Account Notes: CRM account history, including past conversations and relevant notes.
Contact Information: A group of 5 contacts across the buying committee, includes contact's role, persona information, and other details to personalize the email.
Content Library: Upcoming webinars or downloadable content to include as part of the follow-up.
Messaging: Tailored messaging addressing the account's segment and the contact's persona.
Copilot AI Account Summary: A summary that merges ZoomInfo data, customer CRM data, email communications, and call recordings, offering a clear overview of the account's pain points and strategic goals, along with actionable next steps.

III. Email Structure

Format Instructions: Return the email in a valid XML format. The template will look like this:

<email>
  <subject>{{Personalized Subject Line}}</subject>
  <body>
    <p>Hi {{Contact.FirstName}},</p>

    <p>I noticed you were checking out our <strong>{{LandingPage.Offering}}</strong> but didn't get a chance to complete the form. I understand how busy things can get!</p>

    <p>To make things easier for you, I wanted to share <strong>{{ContentLibrary.WebinarInvitation}} / {{ContentLibrary.RelevantResource}}</strong> that might help address some of the challenges you're facing around {{LandingPage.PainPoints}}.</p>

    <p>If you'd like, we can also set up a quick call to discuss how {{CompanyName}} can support you with {{CompanySolution}}. I'm available at your convenience.</p>

    <p>Looking forward to hearing from you!</p>

    <p>Best regards,</p>
    <p>{{Sender.Name}}</p>
    <p>{{Sender.Title}}, {{Sender.Company}}</p>
    <p>{{Sender.ContactDetails}}</p>
  </body>
</email>

IV. Context

<context> <Landing-Page-Information> **`{{Landing Page Information}}`** </Landing-Page-Information>

<Company Information> **`{{Company Information}}`** </Company Information>

<Contact Information> **`{{Contact Information}}`** </Contact Information>

<Content Library> **`{{Content Library}}`** </Content Library>

{{Messaging}}

</Messaging>

<Copilot AI Account Summary> **`{{Copilot AI Account Summary}}`** </Copilot AI Account Summary> </context>

V. Optimizations Subject Line Personalization: The subject line should catch attention, e.g., "Missed Something? Let's Help You Finish Your Request." Engaging Opening: Acknowledge the action the prospect took (partial form completion) and empathize with the situation. Value-Driven Content: Offer relevant content or invite them to an event to re-engage them with minimal pressure. Call to Action: Offer a follow-up call or a resource that speaks to the identified pain points. Polished Close: Keep the close friendly and open-ended to encourage a response.

Merge Tokens Used

{{Personalized.SubjectLine}}{{Contact.FirstName}}{{LandingPage.Offering}}{{ContentLibrary.WebinarInvitation}}{{ContentLibrary.Resource}}{{LandingPage.PainPoints}}{{CompanyName}}{{CompanySolution}}{{Sender.Name}}{{Sender.Title}}{{Sender.Company}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Abandoned Form Follow-Up --- **🔁 Triggers** - Identify forms abandoned by contacts or companies within your ICP --- **⚡️ Actions** - Export - Send records to your business system (CRM, MAT, SEP, CSV) - Assign to a User - Then enroll in a Campaign (optional) --- **✅ Goal / Problem to Solve** 🗓 Lead to Meeting --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone --- **✏️ Summary** Half of all website forms are left unfinished and not submitted. Maybe the prospect got distracted or they weren’t ready to talk to a rep. Following up on abandoned forms (partially filled forms) can boost your lead volume by 100% — and you can capture emails from these forms in real-time using ZoomInfo's FormComplete. Through FormComplete, these emails are enriched with the prospect's name, title, job function, level, and associated company data, including potential Buying Committee membership. Marketing teams can nurture these leads or retarget them with ads, while sales teams follow up on potential opportunities. --- **✏️ Default Natural Language** When someone **select form interaction** the form(s) **select form(s)** then export to **select system** as **record type** and **select campaign** and assign to **select user** --- **Explainer-Video-Script** Want to stop missing out on abandoned form fills? We make it easy with the Abandoned Form Fill play! About 40% of the time, a form isn’t filled out all the way. Luckily, with ZoomInfo’s Form Complete, you can capture 100% of form interactions. When a prospect abandons a form halfway through, discover their complete contact information and enroll them in a campaign. Ideally, target them with ads to get them re-engaged and assign them to a sales rep who can reach out with a soft touch. Say goodbye to the days of living in the dark when it comes to incomplete forms. --- **🏷Features)** Webform Tracking & Enrichment, Website Visitor IP Tracking, ABM Audiences --- **🏷️ZoomInfo Data Types)** FormComplete, Contact Data, Company Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** 🟢 - Easy --- **🧪Standard Operating Procedure (SOP)** ## 1. Implement FormComplete - Set up ZoomInfo's FormComplete on website forms - Configure to capture partial form fills and abandonments ## 2. Define Target Criteria - Establish criteria for identifying high-value partial form fills - Set parameters for ICP (Ideal Customer Profile) alignment ## 3. Automated Lead Capture - Monitor for partial form fills and abandonments - Trigger data enrichment process in ZoomInfo ## 4. Data Export and Enrichment - Export captured leads to CRM/MAT/SEP - Enrich contact and company data using ZoomInfo ## 5. Lead Segmentation - Categorize leads based on form type and completion level - Determine appropriate follow-up strategy for each segment ## 6. Campaign Enrollment - Create targeted nurture campaigns relevant to partially completed forms - Enroll captured leads into appropriate campaigns ## 7. Multi-Channel Engagement - Implement retargeting ads based on form interaction - Assign high-value leads to SDRs for personalized follow-up ## 8. Performance Tracking - Monitor conversion rates from partial to complete form fills - Track engagement metrics across nurture campaigns and retargeting efforts ## 9. Continuous Optimization - Regularly review and refine form capture criteria - Adjust follow-up strategies based on performance data ## 10. Compliance and Data Privacy - Ensure all data capture and usage complies with relevant regulations - Implement proper opt-out mechanisms in follow-up communications --- **🪙 RAG Inputs Used (Broad)** Landing Page Information, Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, LandingPage.Offering, ContentLibrary.WebinarInvitation, ContentLibrary.Resource, LandingPage.PainPoints, CompanyName, CompanySolution, Sender.Name, Sender.Title, Sender.Company, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (VAF * IR * ER * CR / 10^6) * ADS --- **🟨 Yield Key Drivers** Identification Rate (IR), Engagement Rate (ER), Conversion Rate (CR), Average Deal Size (ADS), Volume of Abandoned Forms (VAF) --- **🟨 Yield Driver Definitions** Identification Rate (IR) This measures the success rate in identifying the company or organization associated with an abandoned chat. Engagement Rate (ER) This reflects the success in engaging the identified company's buying group or relevant contacts. Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy. Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited. Volume of Abandoned Forms (VAF) This metric represents the total number of forms that were started but not completed. It serves as an indicator of the potential lead volume that can be recovered and nurtured. --- </play>