What's the source of this lead?

If it isn’t in the CRM it didn’t happen. Sales guys just don’t want to believe marketing drives all their leads, unless they see it with their own eyes, and you’re not going to get them to log into GA. Capture the marketing source with hidden form fields and thank me later.


Hidden Form Fields

Signup forms capture data about new leads by asking them to fill in different fields...More


Mike Taylor

Built a 50-person growth agency.
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Premium subscription required.
Python experience recommended.
1. Scenario
VEXNOMICS OFFICE – Sales Team Meeting
You’re in a meeting with sales presenting results and they’re sceptical about how many you drove. They also suspect that marketing driven leads are lower quality. You can’t easily disprove them because analytics will only show you how many leads you drove.
Charlotte Cook
at Vexnomics

The quality of a lead is rated manually by the sales rep who takes the discovery call

It’s hard to rate objectively because it needs a judgement call

When that rating happens it's in the CRM, but that doesn’t have any marketing source, it’s just a list of the leads

Can we get the marketing source in the CRM somehow?

This course is a work of fiction. Unless otherwise indicated, all the names, characters, businesses, data, places, events and incidents in this course are either the product of the author's imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely coincidental.

2. Brief

Online forms are extremely powerful for capturing new leads and associated information about them. However every form field you add decreases conversion rate, because no prospect likes to have to answer a lot of questions just to talk to a sales rep. There are also things that you might know about a user based on their browsing history that they wouldn’t know or be able to fill out. For example if you added the marketing source to the campaign in the URL for the ads they clicked on, you could capture that information and add it to the form. However you wouldn’t want this to be visible to the user and potentially confuse them. So you can use hidden form fields to capture this information and pass it through to the CRM. That way the sales team can see exactly what marketing source each lead came from.

In order to do this, it requires some setup with your CRM (email / sales platform), CMS (website builder) and some custom code on the website as well. Your CRM needs to be configured to accept the extra form field, so that when it receives data it’ll store it. You’ll also need to configure your CMS or website builder so that the form has the extra field, and that it’s hidden. Finally you need custom code to grab the utm source from the URL and fill the hidden form field with its value. If you have multiple pages on your website you should also store the value in a browser cookie so it's not lost when the user navigates around. You can use this method to store really any information present in the browser, with whatever custom attribution rules you want to program in.

3. Tutorial

Hey, let me talk you through capturing a marketing source in hidden form fields. So this is you know, just a website with a form on it.

4. Exercises
5. Certificate

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