Forms Enrichment helps you collect richer visitor and account data while reducing friction in the form submission process. Instead of requiring visitors to complete lengthy forms, Demandbase automatically supplements form submissions with known company and firmographic information whenever available. This allows you to collect more complete data, improve form completion rates, and provide a better visitor experience with minimal effort from both visitors and your team.
The enrichment process occurs behind the scenes through API calls that are transparent to visitors. As a result, a form that appears to request only basic information (name, email address, and company) can still provide valuable account intelligence and firmographic data to your internal systems.
Key Benefits
- Increase form completion rates by reducing the number of fields visitors must complete.
- Capture richer account and firmographic data automatically.
- Improve lead routing and qualification processes.
- Deliver more relevant marketing campaigns to different market segments.
- Support account progression through Journey Stages with better account intelligence.
- Ensure marketing automation systems receive higher-quality lead data.
API Priority
Demandbase identifies visitors and enriches form submissions using three APIs:
- IP-API: Identifies companies based on a visitor's IP address and Demandbase cookie.
- Domain API: Identifies companies based on the visitor's email domain.
- Company Autocomplete API: Allows visitors to search for and select their company from a suggested list.
The Forms Connector uses a configurable API priority order to determine which company's profile data is applied to the form. By default, the priority order is:
Domain API → IP-API → Company Autocomplete API
Example
Example Form using API priority:
Any data within the object Demandbase.Connectors.WebForm.CompanyProfile is the data the Forms Connector has currently selected. Demandbase.Connectors.WebForm.dataSource indicates the API source of the data (domain, ip, and company.)
Company Autocomplete
The Company Autocomplete feature provides a searchable drop-down list of company names. If a company has already been identified by the Domain API or IP-API, those results appear at the top of the list, with Domain API matches taking precedence.
Additional company suggestions are based on:
- The text entered by the visitor.
- The visitor's geographic location as determined by IP geolocation.
For example, a visitor in Buffalo, New York who searches for "Apple" may see nearby Apple-related businesses rather than Apple's headquarters in California.
Important: Reach out to your Demandbase Account Team to enable the auto-complete drop-down list feature.
Data Appending and Field Mapping
When the Demandbase Tag executes API calls, it attempts to append returned data directly into your form fields. To ensure successful enrichment, the form's field names or IDs must match the field mappings defined during implementation.
Because the Demandbase Tag is configured according to your form design reference, changes to field names, IDs, or form structure can prevent data from populating correctly. If you need a copy of your design reference, contact your Demandbase Account Team.
Hidden Fields
Forms Enrichment can also populate hidden fields, allowing additional account and firmographic data to be submitted without displaying it to visitors. To use this feature, add hidden input fields to your form and work with your Demandbase representative to map those fields to the desired Demandbase data attributes.
Toggle Fields and Growing Forms
To further streamline the visitor experience, Demandbase supports Toggle Fields, which are fields that remain hidden unless Demandbase cannot populate them automatically.
If all available APIs fail to provide a value for a Toggle Field, the field is revealed so the visitor can complete it manually. These fields are typically configured on the field container or wrapper element rather than the input itself.
Because hidden required fields can prevent successful form submission, Toggle Fields should not be configured as required fields.
Growing Forms
Growing Forms automatically reveal any remaining unpopulated fields after all identification methods have been exhausted. This ensures visitors can still provide critical lead-routing information such as country, state, or postal code when automatic identification is not possible.
Common scenarios where Growing Forms may be triggered include:
- The visitor is using a residential or non-business IP address.
- The visitor provides a personal email address rather than a corporate email address.