30 Seconds to Smarter Marketo Form Names

Take a few minutes (well, less than a minute) to learn a smarter way to name your Marketo forms.

Follow this general format: FORM-TYPE-#### (Example, “Content-Form-1712”)

This simple trick helps you organize your forms based on the form intent and back-end processes. Examples include:

  • Gated-Form: Someone fills this out in order to access a specific piece of content
  • Optin-Form: Someone fills this out in order to receive future content updates
  • Contact-Form: Someone fills this out expecting to be contacted by your company
  • Demo-Form: Someone fills this out expecting access to your product or a direct sales call
  • Reg-Form: Someone fills this out to register for an event, such as a webinar or training event

By including the form type in the form name, you clearly identify its purpose which can make it easier for the person building the form and campaign, as well as for the person who may be reporting on form activity in the future.

Naming forms with type also allows you to build global campaigns to track any flow steps that should happen any time a person fills out that type of form.

But why include the form number? 

It can be very easy to create a large number of forms in your Marketo instance. Although Marketo prepends the name of the program name to the form name, it can still be confusing if you have 15 different versions of “Gated-Form” used across several different programs. Adding the unique form ID allows you to be confident that you are selecting the absolute right form for your landing page, smart campaign or smart list.

If you embed your Marketo forms on a non-Marketo landing pages, you’ll have to copy the embed code and then have your web developer place it on the landing page where you want the form to appear. The backend code only includes the form number (ex. 1712) and not the full form name. If you need to match up the code on the page to the specific form in Marketo, you’ll be glad you included that form code on the form name. You can search the form number using Marketo’s search feature.

This simple form naming convention can save you time and frustration.

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